Gartner estimates that enterprises miss the equivalent of 5 to 10 percent of annual sales as lost opportunities, which could have been captured with the improvement of overall sales performance management. VMware is driving an initiative to increase sales performance by building process automation and data analytics capabilities to improve accuracy and efficiency in hitting quota targets through predictable sales planning. The initiative has three main components: go-to-marketing planning, sales planning, and quota planning. By establishing clear operating practices, defining globally consistent business processes and policies, and creating common data insights, VMware drove significant efficiencies in the overall planning cycle and enabled better quota accuracy. By leveraging the Anaplan platform, VMware has developed a multi-dimensional modeling capability by bringing together business rules and data from different sources. The capability is helping sales leadership by streamlining the planning process, performing business modeling/”what-if” analyses, and analyzing data using different dimensions like customer hierarchy/accounts, sales segments, products, etc. The framework has also enabled faster and effective collaboration between Sales and Finance teams, from the executive to regional manager level, with all participants having a single view of truth.

1. #AnaplanHub16
VMware’s Success Story: Sales Planning &
Business Modeling with Anaplan
Sri Vellimedu - Director, BTA
Awinash Sinha - Director, IT
May 10, 2016

2. About VMware, Inc.
 Customer :
– 500,000+ VMware customers
– 75,000+ Partners
– 100% of Fortune 500
– 99% of Fortune 1000
2015
• For 6th Consecutive Year, VMware Named a Leader in 2015 Magic Quadrant for x86 Server
Virtualization Infrastructure!
• Forrester named VMware a leader in hybrid cloud management solutions and private cloud
software suites

3. Background
CONFIDENTIAL
Gartner estimates that enterprises miss the equivalent of 5-10% of annual sales as lost opportunities, which
could have been captured with the improvement of overall sales performance management
Inconsistent /
No
Governance
Validation
Errors
Multiple
Data
Sources
Delayed
Visibility
No
Common
Language
Excessive
Manual
Intervention
Lack of
Standards
 Enable clear, predictable and timely Sales
Planning cycles
 Adopt a standardized end-to-end process
globally
 Drive automation
 Move to a single data source
 Align to consistent policies, procedures
and business rules to simplify the process
 Leverage best practices from each GEO
Our Goals

4. Streamlined
Processes
Data Analytics Automation
Globally Consistent
Sales Planning Automation
Build process automation and data analytics capabilities to improve accuracy & efficiency in hitting our Quota
targets through predictable Sales Planning
Territory &
Account
Planning
Quota / Head-
count Planning
Sales Interlock
Planning
• Return Sales’ time to strategic
discussions by reducing manual efforts
• Day 1 (per planning cycle) sales
visibility of Account Coverage in
Anaplan & Day 15 in CRM
• 30% reduction in territory
account disputes
• 5%+ increase in Quota Accuracy
in the 90-110% Goal Achievement
band
• Targets in comp platform by end
of month 1 (per planning cycle)

5. Capability Framework
CONFIDENTIAL 5

6. CONFIDENTIAL
Capabilities Roadmap
Sales Interlock
Planning
Territory & Account
Planning
Quota / HC Planning
• Market Assessment
• GTM Strategy
• Account Segmentation
• Market/Industry Trends Analysis
• Territory Segmentation
• Global & Named Accounts modeling /
what-if analysis
• Headcount mapping
• Quotas by person, roles & territories
• Associate Comp Plans
• Sales Targets by GEO, Product & RTM
• Sales Coverage Model across
segments
• Target allocation to Region & Sub-
Region
• Quotas & Targets by Territory
• Integrated Comp/Quota Target
Sales Operations &
Enablement
• Sales Policies/Standards Governance
• Operational User Support
• Sales Training
• Sales Planning CoE
• Strategic Functional Roadmap
• Value Realization
• User Adoption
Capabilities Outcomes

7. Modeling Approach & Architecture
7
Outcome = function of Leading
Inputs/indicator/Influences
Y = f (X1, X2, X3, ….Xn)
Multivariate linear regression
• Market insights
• Competition data
• Product Strategy
• Economic factors
• Share of wallet
• IT Spend
Booking Target at
Company & company -
3 levels
• Historic Territory &
Account performance
• Target at C-3 level
• Market Segments
• Booking Target @
Account & Territory
level
• Coverage Plan
• Target @Territory level
• Rep specialization
• Rep historic
performance
• Quota Allocation at
Rep level
• Head count plan

8. Implementation Approach
CONFIDENTIAL 8
Flexibility
Scalability
Agility
Data Accuracy
Technology
• Architecture
• Self-service
• Apps Performance
• Solution Flexibility
• Standardization
• Simplification
• E2E Process Mapping
• Global policy
Process
• Collaborative
• One-Team approach
• Outcome driven
People

9. CONFIDENTIAL 9
Eco-System Architecture
On-Demand Scheduled
EDW (Greenplum)
Data Sources
EBS PDH My Learn
ODM
house
rules
UCM Bookings Hyperion SFDC
IDC
Varicent
Kenexa
Flat
Files
Data Repository
• Bookings
• Company
Master
• Sales Rep Info
• Coverage Rules
AMER Model
 Account/Territory
Planning
EMEA Model
 Account/Territory
Planning
APJ Model
 Account/Territory
Planning
WW Model
 Account/Territory
Planning
VMWare
Enterprise
Scheduler
(Informatica/
Control-M)*
Anaplan Cloud
ETL (Cleansing)
Data Export**
Data Import**
Sales Operations
ODM/DRM
(coverage rules)
Shell Scripting using
Anaplan Connect

10. Data Strategy
Modeling in Anaplan
Reporting & Analytics in
Enterprise BI Apps

11. Scalability & Performance
Data Volume & Model Size
Accounts Bookings Oppty Cell count Model Size
AMER 1.9 M .9 M 56 K 5 Billion 24.21 GB
EMEA 2.4 M .9 M 24 K 3.6 Billion 23.28 GB
APJ 1.5 M .5 M 26 K 2.6 Billion 17.7 GB
Global 5.9 M 2.4 M 107 K 3.6 Billion 27.94 GB
CONFIDENTIAL 11
Data Load Time
Accounts Bookings Oppty
45 – 60 Min 10 Mins 5 mins
45 – 60 Min 10 Mins 5 mins
45 – 60 Min 10 Mins 5 mins
2.5 Hours 10 Mins 5 mins
Model
Load
Time*
<6 Sec
<6 Sec
<6 Sec
< 5 Sec
* Initial Model Load Time (t) : 90 Sec < t < 120 Sec

12. Project Delivery Approach
CONFIDENTIAL 12
Sample Plan

13. Key Lessons Learned
CONFIDENTIAL 13
What Worked • End state focused capability build
• Collaboration across teams
• Process & architecture led implementation
• Establish guiding principle upfront
• Focus on data quality state from start
• Consolidation of data sources
• Standard taxonomy of business terms
• Project delivery methodology
• Consultation w/ other Anaplan customers
Opportunities • Day in the life of specific role analysis for change
management
• Underestimation of change management effort
• Delay in operationalizing run state COE
• Initial models inputs more focused on historic data
vs. leading indicators

14. CONFIDENTIAL 14

15. Thank You
Contacts –
Sri Vellimedu (Director, BTA) : svellimedu@vmware.com
Awinash Sinha (Director, IT) : awinashs@vmware.com