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Full session information and video available at Successforce.com.
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Bring It Back: How and Where You Should Look to Integrate
Ursula Llabres, salesforce.com
Ellen Prokopow, EnerNOC, Inc.
Catherine Otocka, Salary.com
Track: Admin II: Advancing to the Next Level
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding,and concerning the potential market for our existing service offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2007. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
Agenda
Let’s talk Integration
What, Why, When, Where and How
EnerNOC, Inc.: Energy on Demand - Ellen
Prokopow, CRM Business Analyst, EnerNOC
Salary.com – Because I’m worth it!– Cathy Otocka,
Managing Director Sales Operations and On-
Demand Application Delivery, Salary.com
Q&A
Let’s Talk Integration What, Why, When, Where and How
Integration: What is it, what types are there?
Integration = Bringing together a set of applications:
Process, Data, Connectivity and Technology
From basic to complex:
ComplexBasic
Mash-Ups: The Business Web is HereMash-Ups Drive New Automation, Creativity, & Innovation
Account, Contact, & Lead Mapping
Accounts, Leads, andOpportunities
VOIP Calls, Conferencing & Presence
ContactsSearch Results Campaigns
Integrated Internet Search Results
Why integrate?
Because:
Improved visibility of all business data
Cross functional process simplification
Improved collaboration and communication
Data and process integrity
Consider your business and technology
challenges, objectives and opportunities
When does it make sense?
To do or not to do? That is the question…
Evaluate the Pro’s and Con’s (VOI – Value of Integration)
What is the cost of not integrating?
What are the business and technology triggers?
Do you have the tools, budget, resources and
information?
Common Approaches
Development Tools
Salesforce Solutions
Enterprise Applications
Desktop/Mobile
Packaged Tools
Modes of data transport
• Manual, Semi Automated, Fully Automated
Where to begin
Project Management 101
1. Plan & Prepare – you’re not alone
Get exec sponsorship early, Leverage cross-functional
teams
2. Define the scope - approach
Data, process, people, technology and cost
3. Define the method – tools and resources required
4. Test, Test, Test before roll-out
5. Communicate, Train and Maintain
Where to begin
Resources to get you started:
Apex Developer Network www.salesforce.com/developer/
Professional Services www.salesforce.com/services-training/professional-services/
AppExchange Partnerswww.salesforce.com/appexchange/
Best Practices WebsiteLeverage the community experience
success.salesforce.com/
How?
Let’s learn HOW customers like you have succeeded in their
integration efforts and are here to share their experiences and
lessons learned.
EnerNOC, Inc.: Energy on Demand - Ellen Prokopow, CRM
Business Analyst, EnerNOC, Inc.
Salary.com – Because I’m worth it!– Cathy Otocka, Managing
Director Sales Operations and On-Demand Application
Delivery, Salary.com
EnerNOC, Inc.: Energy on Demand
Ellen Prokopow, CRM Business Analyst, EnerNOC, Inc.
Ellen will showcase the details of her various successful
integration projects. Featuring business use cases for:
Custom Links and S-Controls
Google Map Mashup
ERP integration
Ellen Prokopow
CRM Business Analyst
http://www.enernoc.com/
Company Overview
• INDUSTRY: Energy Services
• EMPLOYEES: 190+
• GEOGRAPHY: North America
• # USERS: 189 on Unlimited Edition
• PRODUCT(S) USED: SFA, Marketing, Service & Support, Operations,
Finance; AppExchange/Partner applications: BlueHornet, Hoovers,
PrintAnything, Relational Junction, CRM DemandTools, Google Maps
EnerNOC, Inc. (NASDAQ: ENOC) is a leading developer and provider of clean and intelligent energy solutions to commercial, institutional, and industrial customers, as well as electric power grid operators and utilities.
Our technology-enabled demand response and energy management solutions help optimize the balance of electricity supply and demand.
Let’s Paint the Picture . . .
We faced business challenges• Explosive growth: Founded in 2003, $1M revenue in 2004,
$10M in 2005, $26M in 2006; IPO and $22M thru June 2007
• Need for cross-functional visibility and flawless hand-offs Need
to leverage energy reading data to assist providers with better
resource utilization
We faced technology challenges• Same data required by multiple systems: Contacts, Financial
IDs, payment history, etc.
• High demand for flexibility and agility
• 24x7 program operation, with 10-minute response time
Why integrate? Triggers
No off-the-shelf application exists to address energy
management services business, a new field since energy
deregulation
Demand Response (DR) business is rapidly changing; need
to adapt as new programs and services come to market
Scanning > 500,000 data points per day to check for
connectivity problems: exceptions turn into SFDC Cases
Information is easier to communicate with images vs. words
Execute flawless customer and curtailment service
Manage high growth of user base and business activity
Maximize (literally!) every minute
Embed process at every turn
Integrate to extend the core tool to support business
process
Why Integrate? Objectives
Initial research was done on AppEx Q2 last year
Used web searches and SFDC blogs extensively
Spoke to target vendor’s references
Used Developer Forums
Downloaded Google’s API
Where did we start?
What it took: Execution considerations
Licensing Google: If extranet or intranet, $9k/year (else free)
Relational Junction: $40/user/year
TierraVision: $5k/year
Infrastructure Server HW, OS, MS-SQL db, GPS devices, release
management, backups (business continuity plan)
Development & Support Staff College co-op for maps; IT Manager/Developer
Weeks, not months
How did we do it? What tools did we use?
Leveraged Google Maps and TierraVision’s
Koterra for Sales & for Operations to do work
visualization
• Integrated with proprietary internet-based energy
management application: PowerTrak using
Sesame Software’s Relational Junction and
custom code
• Integrated with Epicor ERP (custom code and
Relational Junction) for identifying new customers
Google Mashups: Map Nearby Leads
1. Added latitude & longitude fields
2. Developed back end logic to populate coordinates for execution speed
Google Mashups: Map Nearby Leads
Google Mashups: Where is the planned work?
Google Mashups: Where service trucks are
What we did: Contacts Out & Cases In
Contact Names
with Email, Mobile, Pager
Site C
onta
ct N
otifi
catio
ns
Site C
onne
ctiv
ity
Probl
ems
Detec
tedCases Created
Salesforce
PowerTrak
What else? Payment settlement to ERP
Site kW Curtailm
ent Capacity
by Contract
Settle
men
t Ow
ed
Paym
ents
Mad
e
Payment History
Salesforce
Epicor ERP
Settlement Calculations
Settlement Calculations
Capital Cost: $900,000 $60,000,000
Total Annualized Cost: $80,000/MW-Year $90,000/MW-Year
Transmission Losses: None 8%
Net Carbon Emissions: None 5,700 Tons Per Year
Time to Build: 3 Months 3 Years
Siting: Anywhere Limited
Why Integrate? Our Need to Scale Rapidly
100 MW
Gas Peaker Plant100 MW
Demand Response NetworkEstimated
What we accomplished -- Not theory: delivery!
• Cycle time improvements: Went from no market presence to 65MW installed capacity in mid-Atlantic region in 6 weeks Q2• EnerNOC delivered > 55MW to the grid of on-demand capacity
in response to Aug. 8th, 2007, heat wave (equiv. to usage for 55,000 households)
• Company-wide visibility to deployment project status
• Improved accuracy
• Real-time exec reports• Eliminated dual-data entry• Higher customer
satisfaction
PJM Press Release: 8/8/07
Happily ever after – what happens after??
Cost per “new” integration module goes down once
fixed costs are paid for
Manual data reconciliation and dual data entry can
be eliminated – users focus on value-added work
In-house expertise can be applied to new problems
Expectations of users goes up
But boy, are they happy!!!
Imagine it. Learn it. Use it.
How to apply what you’ve learned when you get
home
• Automate process
• Visualize work
• Centralize administration and data entry
• Implement RAD as appropriate
• Integrate shared data
Salary.com – Because I’m worth it!
Cathy Otocka, Managing Director Sales Operations and On-
Demand Application Delivery, Salary.com
Cathy, will showcase the details of her successful integration
project(s). Featuring business use cases for:
ERP integration
Catherine Otocka
Managing Director Sales Operations and On-Demand Application Delivery
http://www.salary.com/
• INDUSTRY: On-demand Software and Data Provider
• EMPLOYEES: 300
• GEOGRAPHY: Primarily US Based
• # USERS: 160
• PRODUCT(S) USED: • Enterprise Edition – Sales, Service, Marketing
• Vertical Response
• CRM Fusion DemandTools
• Cast Iron Systems
Salary.com builds on-demand software around a deep domain knowledge in the area of compensation to help customers win the war for talent by simplifying the connections between people, pay and performance. Salary.com's cutting edge technology is integrated with actionable data and content, empowering customers to make the best decisions about pay and performance and help them to attract, motivate, reward and retain top performers.
Painting the Picture
Business Challenges• Financial System and Salesforce Data had to match
• Inefficiency, data entry errors: manual reconciliation of both systems, but effort to accomplish this was becoming too time consuming and costly
• Data entry was significant and complicated, it was being performed by Sales. Wrong place for this. Too many errors
• Conflicting internal data was unacceptable
• Did not have the appropriate controls in the right places
Technology Challenges• Integration between two disparate systems
Why Integrate? – Eliminating duplicate work
Processes Contract
Enters all invoicing into
Salesforce
Recei
ves
cont
ract
and
ente
rs a
ll da
ta
into
acc
ount
ing
syst
em
Account Executive Finance
Daily, Weekly, Monthly work in both
systems to keep them reconciled
Where did I start? (Salesforce to the Rescue!!!)
Researched Best Practices website (successforce.com) and past Dreamforce presentations
City Tour attendance Called my Customer Success Manager! Interviewed integration vendors Leveraged internal sfdc resources – network the community
What It Took – Execution Considerations
Cost – in dollars
Cost – in effort
Length of Project
Effort/skills needed after implementation to
maintain/improve integration. This IS big.
The Solution
How did we address these challenges? Minimal data entry in Salesforce starts internal process.
Data is pushed to financial system. • Elimination of double data entry.
• Accounting team verifies system against contract.
• Responsibility/Accountability is in proper department
Invoicing terms set up in financial system and pushed back into salesforce.
Deployment Details•Cast Iron Appliance to integrate Salesforce and NetSuite. •Minimal Training•Changes are minimal given stability of invoicing process.
Workflow after Integration
Processes Contract
Enters minim
al invoicing into
Salesforce
Fina
nce
rece
ives
notif
icat
ion
and
valid
ates
cus
tom
er
info
. Cre
ates
invo
icin
g
Account Executive Finance
Cast Iron Appliance
Invo
icin
g sen
t bac
k to
SFInvoicing sent back to SF
created and owned by finance
Results
What were the results?
• More control was appropriately placed in the hands
of accounting
• Sales was thrilled because it decreased their data
entry burden
• Accuracy increased. Less time performing internal
audits and reconciliation
• Increased internal confidence because all systems
were reporting identical data
Imagine it. Learn it. Use it.
How to apply what you’ve learned when you get home
Crossing systems is hard. In this instance it worked well
because the manual process crossing the two systems was
mature and time tested.
Be prepared to change your process to accommodate
technology challenges. There will be trade-offs.
Define what will be considered success
What constitutes and error – and define how to handle it
Lessons Learned
Organization buy in is essential. It can be a big
project and it touches two mission critical systems.
This type of integration is as much about process
as it is about technology. Requires a lot of effort to
get all the details right.
Make sure you pick the solution that matches the
skill set of the team maintaining it.
Bring it Back – Key Takeaways
Integration Equation:
• Look at your business processes
• where is your data today? Where are the biggest pain point (s)
• What can you do today, to implement efficiencies via integration
solutions?
Start Here you’re @ Dreamforce, it’s the perfect opportunity to
seize the day!
ELLEN PROKOPOW
CRM Business Analyst
CATHERINE OTOCKA
Managing Director Sales Operations and On-Demand Application Delivery
QUESTION & ANSWER SESSION
URSULA LLABRES
Customer Success Manager
Email: ullabres@salesforce.com
THANK YOU!
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