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Intel's Journey with SAP Customer Relationship Management

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Join SAP and Intel for a webcast that explores Intel's CRM journey with SAP. Learn how Intel leveraged SAP CRM for improving its sales and marketing operations by transforming its underlying enterprise infrastructure, and about the benefits Intel has achieved along the way. Attend this important online event and see why more than 3,500 high-tech companies run their businesses with SAP software.

At this fact-filled event, you'll discover Intel's strategy to:

Shift from home grown apps to enterpriseShift to the web for greater efficiencies - marketing, support, salesGreater user participation to improve decision supportDeliver value every 3-6 months over the course of their transformationHow SAP software helped Intel drive rapid growth, business model transformation, and innovationHow semiconductor companies are leveraging technology to grow and transform their businesses

You'll also hear from Jeff Staley, Director, Industry Solutions Group, SAP Americas, as he provides a "sneak preview" of the latest in CRM innovation from SAP.

Published in: Technology
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Intel's Journey with SAP Customer Relationship Management

  1. 1. Intel’s CRM Journey Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations Intel Corporation Jeff Staley Director, Industry Solutions Group SAP America, Inc.
  2. 2. <ul><li>CRM Market Trends and SAP </li></ul><ul><ul><li>Jeff Staley, SAP America, Inc. </li></ul></ul><ul><li>Intel’s CRM Journey </li></ul><ul><ul><li>Daryl Ganas, Intel Corporation </li></ul></ul><ul><li>Q&A </li></ul>Agenda
  3. 3. The SAP CRM Solution SAP CRM Simple and Powerful SERVICE MARKETING SALES Mobile Powered by SAP NetWeaver® End-to-end, Industry-specific Processes ANALYTICS Web Channel Interaction Center Partner Channel Mgmt CUSTOMER
  4. 4. CRM Market Trends and SAP Customer Driven Growth © SAP 2007 / Page 360 ° Customer View Industry-Relevant (Channel Marketing Funds & TPM) End-to-End Processes Simplified, Personalized User Experience Microsoft Office Integration Mobile Form Factors Real-Time Offer Management Business Communications Management Service Parts Management Grow your business Delight your customers Empower your team
  5. 5. Integrated Sales, Service and Marketing Unique Capabilities for Semiconductor Companies <ul><li>Opportunity Management/ Design Win: </li></ul><ul><li>Standard sales, sales ops mgmt, opportunity mgmt </li></ul><ul><li>Design-In (Initiate) through design-win (Quotation) </li></ul><ul><li>Robust Partner Channel Management: </li></ul><ul><li>Channel Inventory Tracking, Ship & Debit Claims, Price Protection, Revenue Recognition </li></ul><ul><li>Control of Channel Marketing Spend/MDF: </li></ul><ul><li>Funds management, integrated claims management, collaborative processes </li></ul>
  6. 6. SAP Empowers the Business User Executive Sales dashboard Pipeline Performance Management
  7. 7. <ul><li>CRM Market Trends and SAP </li></ul><ul><ul><li>Jeff Staley, SAP America, Inc. </li></ul></ul><ul><li>Intel’s CRM Journey </li></ul><ul><ul><li>Daryl Ganas, Intel Corporation </li></ul></ul><ul><li>Q&A </li></ul>Agenda
  8. 8. CRM at Intel Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations
  9. 9. Intel Overview <ul><li>Intel provides chips, boards, systems, and software building blocks for the computing and communications industries </li></ul><ul><ul><li>$38.3B revenue in 2007 </li></ul></ul><ul><ul><li>~85,000 people operating in 50 countries </li></ul></ul><ul><ul><li>Four different sales forces selling into 130 countries </li></ul></ul><ul><ul><li>Corporate snapshot </li></ul></ul><ul><ul><li>Hyper-competitive environment </li></ul></ul><ul><ul><li>Strong shift to consumer, mobile and Emerging Markets </li></ul></ul><ul><ul><li>Increasingly critical focus on customer orientation </li></ul></ul><ul><li>Sales & Marketing Ops Goals </li></ul><ul><li>Greater agility to support business growth </li></ul><ul><li>Shift from home grown apps to enterprise </li></ul><ul><li>Shift to the web for greater efficiencies – marketing, support, sales </li></ul><ul><li>Greater user participation to improve decision support. </li></ul><ul><li>“ Giving time back to the field ” </li></ul><ul><li>Nearly 3 out of every 4 new SAP deployment on Intel platforms </li></ul><ul><li>SAP-Intel relationship since ’94 </li></ul><ul><ul><li>Research, engineering, sales & marketing, co-development & optimization </li></ul></ul>
  10. 10. Current Environment/Focus Area’s – 2008 <ul><li>SAP Replatforming </li></ul><ul><li>Corporate initiative(R/3 to Netweaver, ERP 6.0) </li></ul><ul><li>Customer Orientation/Giving time back to the field </li></ul><ul><li>Supporting Marketing Shift to online </li></ul><ul><li>System Flexibility to Support Business Model Changes </li></ul><ul><li>Simplify the environment </li></ul><ul><li>End of Life(EOL) of legacy apps </li></ul>Today Future Getting from here to there will require changes in how we do things
  11. 11. <ul><ul><li>3 year strategy, however must deliver value every 3-6 months </li></ul></ul><ul><ul><li>Data and process alignment are critical CRM foundation elements </li></ul></ul><ul><ul><li>Minimal customization required for out-of-box CRM solution </li></ul></ul>Intel’s Path to CRM 2007 2008+ 2009+
  12. 12. <ul><li>Business Challenges: </li></ul><ul><ul><li>Low cost & high scale touch </li></ul></ul><ul><ul><li>Quicker adoption of new products </li></ul></ul><ul><ul><li>Revenue in Emerging Markets </li></ul></ul><ul><ul><li>Higher customer loyalty </li></ul></ul><ul><li>Business Benefits: </li></ul><ul><ul><li>Integrated SAP solution brings customer data together  better targeted marketing </li></ul></ul><ul><ul><li>Interaction Center enables our 230+ agents in 10 sales centers to increase personal touch in a lower cost model. </li></ul></ul><ul><ul><ul><li>Contact 70k members, 2 campaign per qtr </li></ul></ul></ul><ul><ul><ul><li>1 Process, 1 Tool, some local adaptation </li></ul></ul></ul><ul><ul><li>Channel Management has allowed us to scale Sales and Partner Program reach into 130+ countries/ +1200 Emerging Market Cities </li></ul></ul>Channel Sales Channel Sales Profile SAP CRM is becoming the center of channel operations at Intel
  13. 13. <ul><li>Business Challenges </li></ul><ul><ul><li>2k+ Commissioned Sales Reps covering 130 Countries </li></ul></ul><ul><ul><li>Silo’d CRM Capabilities </li></ul></ul><ul><ul><ul><li>Siebel & Home Grown Solutions </li></ul></ul></ul><ul><ul><li>Diverse Sales Processes </li></ul></ul><ul><li>Business Imperatives </li></ul><ul><ul><li>Increase Time Spent “Selling” </li></ul></ul><ul><ul><li>Standardize Sales Processes </li></ul></ul><ul><ul><ul><li>Account Planning </li></ul></ul></ul><ul><ul><ul><li>Opportunity Management </li></ul></ul></ul><ul><ul><ul><li>Performance Metrics </li></ul></ul></ul><ul><ul><li>Reduce TCO by Consolidating Multiple CRM Tools to a single, shared SAP CRM instance </li></ul></ul>Sales Force Automation Core Intel Selling Motion Direct  PC Brands, ODMs Embedded  Industrial Channel  SMB Influence  Global 2000 Retail  Big Box, Indies
  14. 14. <ul><li>Business Drivers: </li></ul><ul><li>Increase partner participation, and effective utilization of MDF </li></ul><ul><li>Shift from transaction oriented finance focus to collaborative co-branding and co-marketing </li></ul><ul><li>Current Environment: Fragmented Solutions, High Maintenance Costs, Frustrated Users </li></ul><ul><li>Approach </li></ul><ul><ul><li>Customer collaboration via co-marketing programs </li></ul></ul><ul><ul><li>Industry standard processes </li></ul></ul><ul><ul><li>Iterative deployment of capabilities </li></ul></ul><ul><ul><li>SOA design for integration of custom services </li></ul></ul><ul><ul><li>SAP partnership for MDF within CRM framework </li></ul></ul><ul><li>Planned SAP CRM Marketing Capabilities </li></ul><ul><ul><li>Campaign Planning & Management </li></ul></ul><ul><ul><li>Marketing Development Funds </li></ul></ul><ul><ul><li>Budget/Resource Planning </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Analytics </li></ul></ul>Marketing Development Funds Co-marketing Co-branding
  15. 15. <ul><li>Business Challenges: </li></ul><ul><ul><li>Tech Support process integration & simplification across groups/Geos </li></ul></ul><ul><ul><li>Diverse needs of stakeholders (Customer Support, multiple business units) </li></ul></ul><ul><ul><li>Roadmap to include Division tools </li></ul></ul><ul><li>Business Benefits: </li></ul><ul><ul><li>Integrated SAP solution brings data together  Customer, Channel, Product & Issue </li></ul></ul><ul><ul><li>Better Returns & Fraud control capabilities </li></ul></ul><ul><ul><li>Unify 7+ contact centers handling over 750K issues per year </li></ul></ul><ul><ul><li>Will EOL 2 aging issue management applications </li></ul></ul>CRM Services Enterprise Issue Management SAP CRM will become the standard for technical Support at Intel
  16. 16. <ul><li>Return on Investments Goals: </li></ul><ul><li>Key Learning's: </li></ul><ul><ul><li>3 year strategy, however must deliver value every 3-6 months </li></ul></ul><ul><ul><li>Data and process alignment are critical CRM foundation elements </li></ul></ul><ul><ul><li>Minimal customization required for out-of-box CRM solution </li></ul></ul><ul><li>2008 SAP CRM Plans </li></ul><ul><ul><li>CRM 2007 Upgrade </li></ul></ul><ul><ul><li>Finish MDF work, being deployment </li></ul></ul><ul><ul><li>Issue Management – Improve customer resolution. Consolidate 4 custom tools to 1 integrated solution </li></ul></ul><ul><ul><li>Analytics – “Instrument the business”. </li></ul></ul><ul><ul><li>Develop next generation External Customer Portal </li></ul></ul>Summary SAP CRM Yields Tangible ROI Sales, Service, & Marketing Views 360 o Customer Data 20% Increase Increase Customer Face Time 15%+ Savings YoY Reduce Cost Result Objective
  17. 17. <ul><li>CRM Market Trends and SAP </li></ul><ul><ul><li>Jeff Staley, SAP America, Inc. </li></ul></ul><ul><li>Intel’s CRM Journey </li></ul><ul><ul><li>Daryl Ganas, Intel Corporation </li></ul></ul><ul><li>Q&A </li></ul>Agenda
  18. 18. Join SAP and Intel for the Third Annual Semiconductor Industry Value Network Wednesday, October 22 Intel Keynote 8:30 am – 9:15 am Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations A great opportunity to: Visit http://www.sap.com/usa/industries/hightech/index.epx for more information and to register for the event <ul><li>Network with your peers in the semiconductor industry </li></ul><ul><li>Share best practices and lessons learned </li></ul><ul><li>Discover how to identify and co-innovate new solutions and integration scenarios for critical semiconductor industry requirements </li></ul>

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