The document discusses roadmaps for customer relationship management (CRM) implementations. It provides examples of roadmaps focusing on depth versus breadth, prioritizing some capabilities over others. Successful roadmaps require defining business objectives, aligning initiatives, and gaining executive sponsorship. Examples are given of successful CRM roadmaps at Telecom New Zealand and CA that were phased and focused on key priorities like opportunities, forecasting, and renewals.

1. Domain 5: Roadmap Debbie Kuklis, salesforce.com Quentin Christie, Telecom New Zealand Joe Renz, CA Global Enterprise Best Practices

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3. Agenda Building Your Roadmap Telecom New Zealand’s Road to Success CA’s Road to Success Question & Answer

4. Debbie Kuklis Principal Consultant, Global Services salesforce.com [email_address]

5. Why create a Roadmap? A Roadmap Promotes focus on Business Value by: Tying the vision and strategy with how capabilities will be deployed Linking closely the business value achieved from each capability and when it is deployed Aligning Business and IT toward a common goal

6. Domain Development Define Business Objectives Define CRM Strategies Define CRM Vision Prioritize and group Initiatives Develop the CRM Roadmap What are key business metrics to measure success? Assess impact on organization/ employees How will the CRM transformation impact the organization and employees? Identify key Business Metrics Domain #1 Strategy and Vision What are the business objects of the overall CRM effort? What should be the basis for deciding which initiatives are pursued first? What are the strategies to enable achievement of your CRM vision? What is the vision that will carry forward the CRM effort? Domain #2 Business Metrics Domain #3 Adoption Domain #5 Roadmap Define Processes Develop the Technology and Data strategy What processes will help achieve the CRM vision? Do they need to be re-designed? Domain #6 Process Domain #7 Technology and Data How should the list of CRM related programs and initiatives be structured to produce maximum benefit? Develop the Center of Excellence Domain #4 Sponsorship and Governance What governance model will best support the CRM effort?

7. The capabilities can be prioritized and grouped to provide maximum benefit Typically capabilities are prioritized and grouped together to achieve depth or by breadth Depth: Functionally rich deployments, but limited to a specific geography or business unit Breadth: Limited functionality deployed, but rolled out to multiple geographies and/or business units Deploy limited set of functionality initially, but to all (most) geographies/business units. Subsequent capabilities are added on in future releases Deploy more functionality but to single geography/business unit. Subsequent releases are to roll out similar capabilities to additional geographies/business units Breadth Depth

8. Roadmap Example - Depth Opportunity Mgmt Phase 1 Mobility Team Selling Activity Management Contact Management Outlook Sync Account Management Lead Management Opportunity and Pipeline Mgmt Phase 2 PRM Proof of Concept Account Planning Advanced Metrics/Reporting Territory Management Forecasting Analysis Phase 3 Forecasting Deployment PRM Pilot Opportunity to Quote Finance Integration Business Unit #1 License Count: 250 License Count: 4000 Marketing and Campaign Automation Business Unit #2,3,4 License Count: 2000 Business Unit - Remaining License Count: 4000 Marketing Integration – Web to Lead Customer Service and Support

9. Roadmap Example - Breadth Phase 1 Team Selling Account Management Opportunity and Pipeline Mgmt Phase 2 Activity Management Advanced Metrics/Reporting Marketing and Lead Management Phase 3 PRM Quoting Finance Integration All Geographies – Sales License Count: 2000 All Geographies – Additional Functions License Count: 4000 All Geographies – Additional Functions License Count: 5000 Customer Service and Support Reporting and Dashboards Mobility

10. Influencing Factors Depth Highly independent business units or geographies Decentralized sales or marketing leadership Widely varying existing processes and systems Breadth Existing global processes Strong, centralized, and decisive leadership Limited number/complexity of existing CRM systems

11. How to make your Roadmap successful! Resist the urge to go for the fully-loaded Cadillac right out of the gate Make the first user experience exceptional Communicate your roadmap broadly– both initial AND future benefits Define your scope and stick to it – stay focused Establish a strong governance structure that will help effectively guide your CRM deployment Don’t be afraid to re-evaluate your roadmap as priorities change

12. Telecom New Zealand’s Road to Success Quentin Christie, CRM Manager

19. Disparate systems High administration Performance forecast issues Business transforming Multiple Technology Architectures

20. High process costs Poor performance measurement Data quality issues No end to end view of the customer experience

21. Telecom NZ – Breadth or Depth?

22. Reduce administration overheads Customer information Interactions and contacts Centralise Opportunities

23. Foundation for Sale Force Automation Integrate forecasting Enable business improvement through the web

24. 1500 users Limited integration Rollout to all sales business units in 8 weeks Scope managed to 80%, (not 100%) Fit process to application ‘best practices’ Training via e-learning and train the trainer

25. Aligned business processes Accurate forecasting Winning 100% of our ICT deals Adoption has increased month on month Voted New Zealand’s #1 preferred provider

31. CA’s Road to Success Celia Gillen, CA Ken Jakobsen, CA Joe Renz, CA

32. Joe Renz Vice President Worldwide Sales Operations CA [email_address]

33. All About CA INDUSTRY : Management Software EMPLOYEES : 14,500 GEOGRAPHY : Global # USERS : 4,000 PRODUCT(S) USED : Salesforce SFA CA, Inc. (NYSE: CA), one of the world's largest management software companies, delivers software and services across operations, security, storage, life cycle and service management to optimize the performance, reliability and efficiency of enterprise IT environments. CA is headquartered in Islandia, NY, USA.

34. Our global challenge: lack of “one source of the truth” SAP & Spreadsheet Homegrown Homegrown Homegrown

35. Stand alone standard solution implementation Strong Steering Committee SPOC / Project team / End user involvement Control Scope – Phased Approach And our 4 ways to solve it with Salesforce Deployment Details Products implemented: Salesforce SFA #Users: 4,000 Integration points: 1 Training: Yes Business Units affected: 6 Ongoing improvements: WIP

36. CA’s roadmap was created with 3 priorities in mind 1 2 3 Opportunity Mgmt More New Product Sales Opportunity Mgmt Increased Account Penetration Opportunity Mgmt Higher Renewal Yield

37. Blackberry – US Optimization Report Optimization Satmetrix Marketing MQL – Excl. Wily Multi-Currency Migrate APF Technical Sales Translation MDY, ILumin - Enterprise GSI’s Outlook V2 EU 4Cast Multi Language Win / Loss Implementation Director Value for Management Value for the AD/AM May June July April August September October November…… 2 2.5 Phase 2 Phase 2.5 Phase 3.0 Phase 1 3 Indirect Account Team Synch. Wily NCV Opportunity Grid Optimization SAP/SFDC Integration Feasibility Phase 2.75 2007

38. In reality this was our roadmap “ I have no visibility into the services pipeline. Ken when can my 1.200 users get access?” SVP Services “ Spreadsheets was much more rugged. When can finance be part of this so we do it the right way!" SVP Finance “ Everyone please…This is a Sales System for Sales Users No scope Creep …" SVP Sales ".Yes Sir, Right away Sir, Excuse me Sir . " SFDC Project Lead “ We need to get Leads into Salesforce now. Ken your team can do that right?” SVP Marketing

39. Future phases of our deployment August September October November…… Future Phase Offline Edition Advanced Forecasting Contract Management Case Management/CSS SAP integration Auto Renewals MDY, ILumin - Indirect Opportunity Management Methodology Quotas Trial Management & POC Wily Marketing Blackberry – Intl. Services Res. Mgt. cProjects Template

40. Did we select the right road then?

41. The results were immediate and clear On time delivery of 4 releases 75-90% + user adoption Improved Visibility Improved Accuracy Higher customer satisfaction Productivity gains in Technical Sales

42. Imagine it. Learn it. Use it. How to apply what you’ve learned when you get home Stand alone Solution can work Executive sponsorship and weekly task force Phased approach Involve end user in design & testing Laser focus on process changes In-person SPOC project team Keep implementation lean Use word “No” often, to avoid scope creep Continuously reward and recognize your team

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44. Celia Gillen Vice President Ken Jakobsen Director Joe Renz Vice President QUESTION & ANSWER SESSION CA CA CA Quentin Christie CRM Manager Telecom New Zealand