The document outlines strategies for modern architecture in enterprises, focusing on creating a sustainable roadmap for customer engagement and operational efficiency. It discusses potential risks and uncertainties related to Salesforce's service offerings, as well as best practices for implementing a hybrid and event-driven architectural model. Additionally, it emphasizes the importance of aligning business capabilities with technology to achieve measurable outcomes and enhance customer experiences.

1. modern architectures
building a sustainable roadmap
thomas j. cozzolino
principal architect evangelist
@tcozz
in/tcozz
tcozzolino@salesforce.com
​ sanjay savani
​ enterprise architect
​ ssavani@salesforce.com
​ @sjsavani
​
​ chris bosch
​ master enterprise architect
​ cbosch@salesforce.com
​ @ChrsBosch
​
salesforce briefing

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3. ​ modern
architectures
• what?
• why?
• roadmaps
​ roadmaps in
action
• sanjay
• chris
​ lessons
learned
​ now what?
q & a
agenda
United Artists

4. modern architectures
enterprise architecture
is being rebooted
modern architectures:
trends + reality
• ivory tower = kaput
• business won’t wait for
diagrams (or data) to be
perfect
• outcomes and verbs rule
• hybrid
• true agile
• metadata, model-driven,
elastic
• pull-focused à event-
driven

5. model: fabrics
governance
devops
portfolio

6. ​ business
strategy
• current state
• operating model
• business events
• disruption
capabilities
• pmo level
• roi, tco
• visibility
​ portfolio
• proj and pgm
alignment
• sunsetting
• new tech
critical roadmap inputs

7. case 1

8. Mobile
Solution
Order Management Apps
Alerts
Promotions
SMS
Financial Info
Customer Data
Email/SMS
CRM
Docs
Common
Data
Work
Orders
Field Systems
Persistence
Management
Midrange
Sales
History
Data
Warehouse
Contact Center
Solutions
Communication
Interaction Layer
Behind the Scenes
CTI
Call
Recording
Financials
Capacity
Planning
OMS
Mainframe
Field
Mobile
Survey
Website
Claim Proc.
Integration
Services
Layer
Client
Systems
Customer Service
Consumer
Mobile App
current state: customer engagement

9. Salesforce Cloud
Heroku
Cloud
Email, SMS, Mobile Push
Communications
Claim
Processing
Customer Issue
Management
Customer Surveys
Online Chat Channel
Technician Assignment
& Route Planning
Customer Engagement
Console & Knowledge
CRM System of Record
Master Data Management
Customer Analytics
Field Content
Management
Employee Collaboration
& Employee Apps
Client Self Service
Capabilities
Provider Network
Capabilities
Consumer
Mobile Backend
Client Portal
CSR
Engagement
Console
Field
Technician
Apps
Consumer
Mobile
App
Heroku
Connect
Customer
Engagement
Layer
Core
Systems Layer
Integration
Layer
OMS Data
Warehouse
Call
Recording
Phone
Systems Financials Website
API Lightning Connect
AWS
Customer
Docs
Client
Systems Capacity
Planning
Employee
Collaboration
App
future state: customer engagement

10. Initiatives:
ü CRM Master Data
Management Architecture &
Implementation
ü Customer Communications
Framework
ü Issue Management
Foundation
ü Employee Collaboration
Phase I Phase II
Initiatives:
ü Field Service and Consumer
Mobile Architecture and Design
ü Field Service Mobile Beta- Field
Service Mobile App- Pilot
Market
ü Replace Consumer Mobile App
ü Customer Touchpoints/Analytics
Pilot
ü Client Portal Pilot
Phase III
Initiatives:
ü Field Service App Rollouts
Complete
ü Analytics Across all Customer
and Client Touchpoints
ü Client Portal Rollout
preliminary implementation roadmap
focus on the execution

11. maturity curve
TECHNOLOGY ENABLEMENT
phase I phase II phase III
CRM
foundation
consumer
mobile &
field service
design
integrated
agent
experience
client and
self service
BUSINESSIMPACT&VALUE
customer
communications
& addnl.
channels
field tech &
customer apps
deployed
complete omni
channel and
analytics
consumer & field
tech experience
analytics
foundation

12. mapping roadmap items to measurable value
Ini$a$ve
Phase
Capabili$es
Measure
Technology
Mapping
Employee Intranet Crawl
• Replace Intranet Functionality
• Time Tracking App
• SSO Experience
é Employee Retention
• Chatter
• Partner Community
• Employee communities
Customer Loyalty App
Walk/Run
• Find Nearby Locations
• Manage Issues
• Shop for Products
• Schedule Appointments
• Rewards Program Management
• Knowledge
• Community Discussions
• Push notifications
é Customer Loyalty
é Customer Lifetime Value
• Heroku (for mobile App, ecommerce,
scheduling app)
• Heroku Connect (customer data
integration)
• Loyalty Rewards Management
• SOS
• Customer Community
• MC Mobile Push
Employee Performance
Management
Crawl
• Onboarding
• Work.com Goals, Badging, etc.
• Mentoring Program (custom)
• Executive Dashboards
ê Employee Turnover
• Work.com
• Chatter
• Taleo
• Force.com (mentoring and other apps)
Cross-Sell Upsell
Management
Walk • Route Opptys from Operations to
Store Associates for Followup
é Sales Revenue • Partner Community
• Service Cloud
Customer Self Service
Walk/Run
• Customer FAQ, eCommerce, etc
Customer Issues
• Local Community Events
(volunteer, etc.)
é Customer Satisfaction
• Customer Community
• Service Cloud
Supply Chain Process
Optimization Walk
• Eliminate spreadsheet-based
fulfillment processes • Force.com
Employee In-store Sales
Process App Walk/Run • Sales enablement for employees
é Customer Satisfaction
é Employee Productivity • Force.com/Sales Cloud

13. • use the language of the business
• avoid using rigid timelines (esp. if no agreed-upon estimates exist)
• identify planning steps for more complex projects
• include measuring impact across all phases
• establish guiding principles for roadmap development
• get stakeholder’s fingerprints on the roadmaps
• create an initiative à capabilities à measures à business impact
deliverable
lessons learned

14. case 2

15. customer
engagement
retail context: omni-channel customer engagement
​ empowering stores to enable ecommerce strategy
customer
insight
sell
serve
stores
head office
corporate
franchises
customers
small business
consumers
Store Enablement
reward
support &
operate
store
relationship
supply
market
corporate
government
marketing and
social
sales
customer
service
ecommerce
retail
operations &
support
consistent, personalised sales and service across channels
differentiated store capabilities
customer
perspective
store perspectiveinternal perspective

16. strategy map: retail context
store perspective
customer
perspective
financial
perspective
internal
perspective
seamless
ecommerce –
Store transition
best-value
products and
services
simple and
efficient to deal
with
know me
grow revenue increase wallet
share
improve
operational
efficiency
improve
customer
experience
delivering
ecommerce
understand
customer context
and history
customer
insight sell servemarket
execute on digital
offers
generate leads &
up-sell/cross sell
help resolve
customer issues
store
relationship reward
support &
operatesupply
clarity on profile,
products and services
easy to source
products
compensate for
eommerce
streamline store
operation
Customer Engagement Store Enablement
improve service
efficiency through
digitisation
differentiate store
services and
capabilities
increase store self-
service
personalisation
across physical
and digital
reward stores to
drive ecommerce
empower stores to
sell new services

17. Personalised Offers /
Recommendations
Journey
Management
retail customer engagement: future state capabilities
customer
insight sell serve
Interaction History
Customer Profile
Product Holdings
Lead & opportunity
management
customer case
management
NPS surveys &
follow-up
onboarding
proximity services &
mobile push
Customer Hierarchies
up-sell / cross-sell
needs analysis track & trace /
redirection
configure, price
quote
Local Area
Marketing
offer fulfillment
market
Lead Generation
Revenue /
Share of Wallet knowledge / FAQs
common capabilities
ease of use personalisation mobile reportingcollaborationworkflow security integration
finance & payments
collections
identity &
document svcs
relationship sales
sending
travel
merchandising
packaging
insurance
transactional sales transactional service relationship service
existing point of sale capability
point of sale
existing in-house salesforce capability
contact centre / service sales marketing

18. retail: future state architecture
Customer Engagement
Customer Insight
Marketing Sales (Relationship)
Store Enablement
Store Relationship
Mgmt
Supply
Support and Operate
Customers
Products &
Pricing
Payment
Gateways
Orders Events ....
Sales (Transactional)
RewardService (Relationship)
Point of Service Concierge / Mobile Self-Service Terminal Kiosk
POS and Retail Systems Salesforce
Data
Warehouse Fulfillment
Billing and Revenue management
Payment and
Collection
Product and
Price Mgmt
Billing and
Invoicing
Financial
Mgmt
Event
Management
Customers Stores
Retail Support
Customer
Information
Relationship
Sales
Relationship
Service
Marketing
Store
Information
Contract
Management
Compensation
Management
Transactional
Sales
Fulfilment
Store
Operations
Transactional
Service
Transactions
Delivery
Mechanisms
Business
Capabilities
Enabling
Front Office
Applications
Integration
Supporting
Back Office
Applications
Service (Transactional)

19. roadmap: customer engagement
Customer Insight
Market
Sell
Serve
Phase 1 – Foundation
(0-4 Mths)
• Customer Identification through Search
• Customer Profile and Segmentation
• Interaction History
• Knowledge / FAQ’s
• Track and Trace
• Case History
• Customer Identification through scan
(Membership card)
• Product Holdings
• Revenue / Share of Wallet
• Customer Identification through proximity
(e.g. iBeacon)
• Needs Analysis
• Up-Sell / Cross-Sell
• Opportunity Management
• Onboarding
• Configure / Price Quote
• Case Management
• Customer Survey Follow-up
• Redirection
• NPS Surveys
• Mobile Push Notifications
• Lead Generation
• Offer Fulfillment
• Journey Management
• Personalized Offers / Recommendations
• Local Area Marketing
Phase 2 – Enhance
(4-8 Mths)
Phase 3 – Extend
(8-12 Mths)
Strategic Value • CUSTOMER EXPERIENCE
• CUSTOMER EXPERIENCE
• REVENUE & SHARE OF WALLET
• OPERATIONAL EFFICIENCY
• CUSTOMER EXPERIENCE
• REVENUE & SHARE OF WALLET
Risk Mitigation
Delivery
Mechanism
• Tablet Based App
• Tablet Based App
• Web Browser
• Tablet Based App
• Web Browser
• Customer Data Quality – Align with existing
initiatives for Single View of Customer.
• Change Management – Target limited Stores
with high potential for adoption
• Change management – include internal Sales
and Service users for process handoffs
• Align with mobile apps roadmap for
capabilities like proximity Identification and
Mobile Push Notifications
Ø Each phase will contain multiple sprints & iterative releases
Ø Deployment will be to limited Stores then grow / scale
• N/A
• N/A

20. transition to future state architecture: POS and mobile clienteling
SalesforcePOS
• Txn Sales
• Txn Service
• Customer Insight
• Relationship
Service
SalesforcePOS
• Txn Sales
• Txn Service
Enterprise Systems
Phase 1
Salesforce
New Retail
& POS
System
• Txn Sales
• Txn Service
• Customer Insight
• Relationship
Service
• Relationship Sales
• Marketing
Enterprise Systems
FOUNDATION Phase 2-3 ENHANCE & EXTEND
NEW RETAIL SYSTEM / POINT OF SERVICE
• Customer Insight
• Relationship Service
• Relationship Sales
• Marketing
• Salesforce
Deployed
through Mobile
Clienteling App
• Enhance
Customer
Service with no
dependency on
POS
• Add Salesforce
Browser UI to
Web POS UI
• Extend
Customer
Engagement
Functions to
‘Behind the
Counter’
• Potential longer term
replacement of Retail Point of
Service
• Assumed to be capable of broad
range of Customer Engagement
capabilities
• Leverage capabilities developed
in Phase1-3 either directly or
indirectly
• New POS becomes tightly
integrated with Salesforce both
via back-end and UI integration
to create a seamless customer
and user experience
Long Term Target
Customers
Marketing
Sales
Service
Txns
• Selective
Salesforce
capabilities as
required (e.g.
Knowledge, Digital
Forms,
Collaboration etc.)
Enterprise Systems

21. • link roadmap to business outcomes à line of sight from strategy to
execution
• use business capability models as basis for roadmap; facilitate prioritization
and business / IT communication
• leverage and extend current capabilities to gain early benefits
• adopt multiple sprints within phases à start small and keep momentum
• deliver measurable business outcomes in each phase
• define transition state architectures aligned to technology roadmap à
future-proof
lessons learned

22. we are here to help
your architecture journey
• new eBooks,
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community
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academy
• trailhead for
architects
df + 90 days
• keynotes,
networking
• modern
architectures
track
• architect bar
and expo
dreamforce week
• diy: trailhead
• account exec:
ignite, spark,
salesforce ea
• customer success:
pgm architect,
accelerators
post-df
monday a.m.
customer
success

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