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

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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!