Prospect Business Intelligence Recording

7/29/2019 Prospect Business Intelligence Recording

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1 2009 IBM Corporation

Business Intelligence

Prospect:Entry Points and Qualification


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Jason Yeung

Sales Plays & Enablement BI &PM

[email protected]

Setting the Stage.

To understand how to

successfully identify good

Business Intelligence

opportunities, so you do not

spend your valuable, finite

selling time on lowprobability ventures.

Why this is important to know Speaking to you today


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After this session, you will be able to

Successfully identify Business Intelligenceopportunities:

Entry Points for Prospecting Identify target personas/titles for prospecting entry points (who do we

sell to) Effectively formulate questions for prospects to uncover needs, pains,

urgency and commitment to solve.

Opportunity Qualification

Distinguish the characteristics of good opportunities vs. those withlow probability of success

Be prepared to respond to common known objections for the specificbuying agenda

Identify critical aspects of a prospects technical infrastructure that willsupport or hinder a successful Cognos implementation


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Agenda

Understand: Business Problem and Solution Recap

Prospect: Where and Who Prepare: Prospecting Conversations

Initiate: Conversations that Expose Quantified Value

Qualify: Characteristics of Success

Respond: to Common Objections


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The BI Led Performance Management Play

Agendas, Competitive,

and Win Strategy

Reporting

Dashboards

Analytics

Scorecards

Justifyselection

ProveBusiness andTechnology

Superiority ofCognos

Solution

Prospect Progress Propose Close

Create a BIopportunity

Getprepared

andenabled

Prepare

Prepare

Business acumen IBM Cognos BIsolution basics Competitivebasics

Prospect

Entry points toprospecting Opportunityidentification

Progress

Uncover businesscontext and pains Competitivedifferentiation

Propose

Business proof Technicalcapabilities anddemonstrating proof

BI Led PM Sales Play


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How are we doing? Why?What shouldwe be doing?

Understanding How Decisions Get MadeLack of an overall end-to-end process leads to heavy people costsAND skepticism in the information presented

ERPHRFINANCEHEADCOUNT &

COMPENSATION PLANNING

CRMRECRUITING


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Why is Business Intelligence Important?

47% of users dont have confidence in their information (1)

59% say they missed information they should have used (1)

42% of managers use wrong information at least once a week (1)

24% user adoption within organizations (2)

95% of the typical workforce does not understand the strategy (3)

60% of organizations do not link budgets to strategy (3)

(1) AIIM & Accenture Surveys, 2007; (2) TDWI 2008; (3) Palladium Study, 2006


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BI is Top of Mind for CIOsGartner: 2008 CIO Agenda

Gartner EXP Gartner: Making the Difference - The 2008 CIO Agenda, Mark P. McDonald Tina Nunno Dave Aron, January 2008


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BI Solution Capabilities

Finance

HR

IT/Systems

CustomerService

Marketing

Sales

How are we doing?Scorecards and DashboardsDashboard provide a very graphical andsummarized way to visualize performance

Scorecards provide a way to measure

organizational KPIs or Metrics against targets,assign owners, and understand thecorresponding impact on other metrics

e.g. Dashboard showsBranch Salesfor currentquarter is below plan

Reporting provides highly formatted, tabular,and detailed information in a variety of differentformats (e.g. Web, PDF, Mobile, and Search)

Analysis enables guided exploration of informationacross all dimensions of your business to gets to thewhy behind an event or action.

e.g. Analysis shows specificStoresareunprofitable due to a particular customer

segment and product combination

Why?Reporting & Analytics


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Business Intelligence Competitive Landscape

Niche VendorsOpen Source

Everybody Else


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6 Key Differentiators

1.Only complete PM system on a single, purpose-built, SOAplatformNo gaps/overlaps in decision-making

2.Most complete, timely and relevant information Trustedinformation for confident, efficient decision-making

3.Author once, consume anywhere Eliminates redundant

development, ensures consistent results, reaches all users

4.Most intuitive and complete self-service Greater usersatisfaction and increased business agility with lower IT costs

5.Easiest for IT to deploy and manage Proactive, simplifiedadministration for cost-effective IT scale

6.Deepest expertise and proven practices Partnership forcustomer success


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Agenda







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Basic Premise

Every organization needs BI

Everybody has some BI already.and likely a number of vendors,across departments or applications

They have reportingthey have to get it done somehow.

Find out what is causing them to look for somethingbetter

Do they have a plan to resolve the pain associated withthe way it gets done today?


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Where to Hunt?

Existing Accounts

New initiatives New departments

Expand capabilities of existing users

New application initiatives New Accounts

Competitor accounts


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Scenarios that may signal a potential opportunity

IT cost consolidation

ERP consolidation Data warehouse

Data quality Business Intelligence

Business Initiatives:

IT Projects:

scorecards, strategy management

compliance asset management

customer, extranet reporting expense management quality initiatives Sales reporting


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Business Users

Executives Managers

Business Analysts &Financial Analysts

Knowledge Worker

Other Employees

Business Partner Orgs.

The Public

The Target Buyers and UsersPersonas = business and IT roles with different BI & PM needs

IT

CTO/Architect

IT Director

Report Author

Data Modeler/Data Analyst

BI System Administrators

Application Developer

Database Admin, Data

warehouse Mgr, data Steward


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Agenda







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Strategies for Prospecting

1. What are their current processes and challenges making decisions?

How are decisions made today? How do they get this information?

How many people are involved?

How many data sources?

2. How sophisticated and mature are they using information to makedecisions?

What measures and dimensions across what decision areas do they track?

How accurate is the information?

How automated is their process?

What governance and controls are in place to ensure that the informationconsistent and accurate across the organization?

3. What are their Business / IT priorities areas towards improving?

What goals do they have for process improvements?

What are the priorities of these improvement areas?

What other groups and stakeholders are involved?


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Functional Areas have specific needs

What technology do we currently have deployed, who is using what,

where and how are they using it, etc

IT

Who/when/why/how are customers contacting us, etc.CustomerService

Who are our customers/prospect, what did/will they buy, how much

did they spend, who owns the account, where are they located, etc

Sales

Customer characteristics, market research, leads, marketing programdetails, etc.

Marketing

What do we need to build our products, where are the supplies

coming from, who is the best supplier, how much we will we need tomeet demands, etc

Operations

What products do we have, whats broken, what do customerslike/dislike, etc.

ProductDevelopment

Who works for us, how are they being compensated, where did they

come from, how do we compare in the job market, etc.

Human

Resources

Who is spending what, when, how and why, etc.Finance


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Industries have specific needs

What are our patient wait times? Are patients following up with post-care services?

Healthcare

How are we doing with our clinical trial testing? What new risks havebeen introduced at this stage of testing?

Life Sciences

Which schools perform the best/worst? Where are students at risk ofdropping out? What are our attrition rates?

Education

Where are we spending taxpayer $? Whats our response time tocitizen requests?

Government

Where are there breakdowns in our supply chain? What % of

deliveries are late? Who are our at-risk vendors?

Industrial

What products are selling the fastest/slowest? Whats the impact ofpromotions on our store sales?

Retail

Whats our agent productivity? Which plans and policies are selling

and sell well together? What claims are our most expensive?Insurance

Whats our level of financial and investment risk? Which productsand services are our most profitable?

Banking


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BUSINESSBUSINESS

MANAGER/DIRECTORMANAGER/DIRECTOR

PMO/PROJECTPMO/PROJECT

DIRECTORDIRECTOR

Roles within the Organization have specific needs

EMPLOYEESEMPLOYEES

EXECUTIVEEXECUTIVE

PUBLICPUBLIC

FINANCIAL &FINANCIAL &

BUSINESS ANALYSTBUSINESS ANALYST

DATA MODELER &DATA MODELER &

DATA ANALYSTDATA ANALYST

BI SYSTEMBI SYSTEM

MANAGERMANAGER

APPLICATIONAPPLICATIONDEVELOPERDEVELOPER

CTOCTO

IT DIRECTORIT DIRECTOR

REPORT AUTHORSREPORT AUTHORS

ARCHITECTS,ARCHITECTS,

DBAsDBAs,,

ADMINISTRATORSADMINISTRATORS


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EXERCISE: Picture Gallery

Take a few minutes to write down typical informationneeds/pains the following role/persona(s):

Executives

Report Authors

Business Managers

Data Modelers Financial and Business Analysts

CTOs

Casual Users


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Executive Persona: Goals and Key Tasks

It better be simple, fast and help me understand the business.

Ed, Executive

Requirements

Fast, accurate info, no time to sift through to get to what isrelevant.

Needs to be able to detect trends, changes, and exceptions

easily and how they map to strategy.

Needs cross-functional views, ability to keep information fromvarious sources in one context (one place).

Needs up-to-the minute information

Wants to understand client needs, would prefer to anticipate

them

Dashboard for immediate at-a-glance view Scorecards report metrics in context

Briefing books combine key findings

Go! Mobile, so they are always in touch

Exercise Review


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NEEDS Ability to find fast answers to business

questions

Information they can own and trust

Help finding and filtering information

On demand notification and alerting

Mangers COGNOS provides Simplified ad hoc reporting (QueryStudio)

Common business model (FM)

Portal integration

Cognos Go! Search and Go!Mobile

ANALYSTS Analyze large and/or complex datasets

Explore data from new perspectiveand dimension

Identify relationships and trends

Specific style and formattingcapabilities

Exploration and deep comparativeanalysis (Report Studio, Analysis Studio)

Support for multiple perspectives andhierarchies (OLAP)

Self-Service Authoring (ExpressAuthoring, TM1)

Office integration (Go! Office, CAF)

CASUAL USERS Access anywhere

No investment in training orsoftware

Simple, intuitive interface

Cognos Go! Search

Cognos Go! Dashboard

Portal integration

Secure, zero footprint access

Guided navigation (Report Studio)

Exercise Review


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Cognos Meets the Needs of ITNEEDS Scale to meet the needs of different user

types

Quality content for alllocales/environments

Streamlined development environment Enhanced collaboration with business

users

COGNOS Provides

Flexible one-to-many reportauthoring

Full range of reports, analysis,dashboards

Workflow and collaboration Publish to all devices without

duplicated effort

REPORT AUTHORS

Complete and consistent information

Fewer iterations of models Ability to develop and change quickly

Common business model

across data sources, interfaces Model advisor, impact analysis

Flexible data sourcing & infopackaging

DATA MODELERS

Develop and govern IT standards

Best fit with enterprise architecture

Complies with the technicalenvironment strategy

Modern SOA architecture

Standards-based platform

Environment-neutral platform

Infrastructure flexibility

IT ARCHITECT

Exercise Review


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How to uncover the problem by roleSales

When looking at yourcustomers are you ableto determine which of

them is likely to be themost profitable, costlyor most satisfied soyou can to be pro-active in managingthem?

IT

What happens when management is not able to get information they need in a timelymanner for decision making or does not have the visibility they need across the multitudeof business systems?

How does the business get access to corporate data today?

Do you have an ERP or data warehouse strategy in place? Are you able to get thenecessary insight into these systems to provide the value and return on investment thatyou would expect?

Does your user community have self-service access and personalization in their currentreporting environment?

Have they requested more control? Have "rogue" applications appeared to fill gaps in

service?

Customer Service

Can you tell me how youtrack the daily volume ofmy call centers by regionand service center?

Do your managers andindividual reps haveinsight into their weekly,daily, hourly, and evenreal-time performance?

HR

Do you have difficultyaccessing and using datafrom your HRmanagement systems(i.e. Peoplesoft, Oracle,SAP) for your HR team toimprove HR performanceand to strategicallyadvise management?


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Available Play Resources to Help You

BI Led PM Play: http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=CGSP&docID=D744407H22779C89#overview


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Initiate Conversations to Expose Quantified Value

1. What is the prospects revenue?

What would a 1% increase be?

2. What is the prospects Cost of Goods Sold (COGS)?

What would a .5% reduction be?3. What is the cost of hiring and training a new sales/channel rep?

What would be the value of 1% less attrition?

4. What is the time to productivity of a new sales/channel rep?

If a new rep produced one month sooner, what would the effect be?

5. What does the average marketing campaign cost?

6. What return does a marketing campaign need to produce for it to bedeemed successful?

If you have one more successful campaign, how many leads are produced?

7. What is your ratio of successful/unsuccessful marketing campaigns?If you have one fewer failed or mediocre campaign what are the savings?

8. How much do you sell to your existing customer base?

What would a 1% increase be?


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You can unlock the business value of

your information to make faster,

better, and more aligned decisions

High Yield Opener and Win Theme

1. Cognos 8 BI provides the full breadth of BI capabilities through a single PerformanceManagement platform to address the demands of business for usability, accessibility andcontrol without compromising IT's high standards for conformance and flexibility.

2. Customers, such as Harrahs Entertainment, US Army Ardec, and Trillium Health Centrehave been able to drastically reduce costs and improve margins using IBM Cognos 8 BI.Is this something that you believe is important to you and your organization at this time?

3. How important will it be to provide your users with a single, trusted, and consistent viewof information across all parts of your organization and to provide them with the ability tocreate their reports and do their own analysis increasing their confidence in the dataand reducing the number of information requests? Would that help to improve yourdecision making process? Do you think we should share that with the people who will bemaking this decision?


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Agenda







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Factors for Qualifying BI Opportunities

How have you solved thisproblem in the past?

What other alternatives areyou considering now?

Wall to wall Microsoft,enamored ofOracle/Fusion. Price isprimary consideration.

Past experience withcompetitor bad orCognos good

Competitive

No clarity

Budget not identified ortied to ERP

implementation

Business users notengaged.

No specific initiative

Tied to ERPimplementation

Potential Challenges

What happens if you donothing?

Are there keydates/milestones that we shouldbe aware of to help you be

successful?

Some urgency tocomplete project and weare in early

Timing

Who is funding the initiative?

Are there limits on the fundingavailable?

LOB and/or executivesponsor partnered with IT

Economic

Who else will be involved inthe decision making process?

Who has final approval?

What other initiatives are highpriority in the organization rightnow?

Potential to tie this to astrategic initiative.Business partnering with

IT.

Political

Probing questionsHigh Probability


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Objection Handling

At times like this, we want to invest in your relationship to reduce your risk and to creatinglasting value. We would be delighted to explore the challenges you articulated and determineat intervals whether it is worth proceeding based upon the type of ROI that can make it worthyour while to create sponsorship for funding. Nevertheless, we remain committed to ourinvestment in your education if you will make the time.

We dont have anybudget or theauthority to make thisdecision

IBM Cognos solution is designed with the business user in mind. The user interface and

drill-down capabilities are designed to give business users the information they need; reportdetailed data, analysis (without the intervention from IT) freeing up technical resources andempowers business users with the knowledge to make the right decisions.

My people are not

very technical; theyneed a usablesolution to deliverinformation fast

IBM Cognos is the best of both worlds. We allow organizations to select the appropriaterole(s) that matches their user behaviors ensuring they can expand these capabilities asneeded on a fully integrated platform.

Why buy a singleproduct vs. a best-of-breed?

We find that most of our customers use information that comes from multiple data sources.IBM Cognos was designed to take information from multiple applications (right down tospreadsheets), pull together in a single data platform providing the breadth of intelligence fora 360 degree customer view.

Is there any reason you cant share some insight into your current solution as education forme and to potentially identify gaps that my team can use to deliver value in the future.

We have manyreporting systemsand tools already

The IBM Cognos industry and functional packages are tailored to the specific needs ofbusiness users, requiring little or no IT intervention. The self-service capabilities ensure that

your inquiries are handled within the package without relying on IT.

IT doesnt payattention to my needs

for reporting

ResponseObjections


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You should now be able to

Successfully identify Business Intelligence opportunities:

Entry Points for Prospecting Identify target personas/titles for prospecting entry points (who do we sell to) Effectively formulate questions for prospects to uncover needs, pains,

urgency and commitment to solve.

Opportunity Qualification Distinguish the characteristics of good opportunities vs. those with low

probability of success Be prepared to respond to common known objections for the specific buying

agenda Identify critical aspects of a prospects technical infrastructure that will support

or hinder a successful Cognos implementation


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APPENDIX


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Uncover the Pains with High Yield Questions

EXECUTIVEEXECUTIVE

Can you share with me how you monitor and visualize your keybusiness metrics today?...how easy is it to determine

Is your revenue growing? How fast? In what regionswith what products/services?

How does it compares with projections?

What your operating margin is and how it compares to your competitors?

How fast do you need to know this type of information?

Who provides the answers to these questions?

What is the cost of a delay in answering these types of questions?

Currently need to access multiple tools to gather information Difficult to confirm

Reliant upon others

What you want to hear:

Hard to ensure accuracy It is time consuming to obtain


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SENIOR MANAGERSENIOR MANAGER

Can you share with me how you monitor and visualize your keybusiness metrics today?...

HR: Who your most successful new hires are, where they came from and how many similarpositions you will need to fill in the next 6 months to meet operational requirements?

Cust Service: Who your best customers are, what their last purchase was, what theirbuying habits are, how their last experience went with the company?

Operations: What our forecasted sales are for each product and if we will be able to meetdemand with our current production schedule?

Marketing: Whos our target market, what drives them to purchase and whats the best wayto reach them?

Cant easily segment employees, products, etc Dont have the data to make decisions

Inability to track marketing programs, sales initiatives,rep effectiveness, etc

Difficult to see the big picture and connectthe dots in a timely manner


Difficult to identify top customers, reps, products, etc. Too many versions of the truth


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ANALYSTSANALYSTS

Can you share with me how you analyze your key business metrics

today?... HR: Staff turnover? High-performer retention rates? Headcount growth?

Sales: How sales are trending in different regions and why? How incentives are affectingyour ability to meet revenue targets? Which customers are highest value?

Operations: Which suppliers consistently meet requirements? What the most efficient

delivery method is and why? Analyze customer demand and inventory requirements?

Marketing: Which campaigns are contributing to your revenue objectives and why? Canyou close the loop of leads to customers?

Spend too much time gathering data, not analyzing it Report creation is difficult

Compiling a summary of our business metrics ismanual and time consuming

Not sure which information source isaccurate


.Large volumes of data are hard to sift through Difficult to trend and compare data


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CASUAL USERSCASUAL USERS

Can you share with me how you currently access your corporateinformation assets today?...

Sales: Customer sales by product or order type, exception reporting, open calls/tickets,pipeline versus actual reporting

Operations: Daily, weekly, monthly customer demand, downtime alerts, forecasted demandversus actual, inventory tracking

Marketing: Event success measurements, market segmentation, campaign costs versusbudget versus revenue generation

Cust Service: Time to resolution, number of customer touch points, marketing campaignvisibility

Inaccurate reporting Current systems are too complex

No exception reporting, must dig through largeamounts of data

Takes too long to get the neededinformation


.Only have access when in the office Unable to access the information


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Conversation Starters in IT How do users perform complex analysis today? How difficult would they say to isolate

best/worst performers against corporate data sets?

How do users navigate from summary level to transaction level detail information?

What is your process for responding to information requests? What is the perception ofIT and the requesting organization for this process?

What is the impact of having the data stored in multiple heterogeneous data stores interms of data accuracy, completeness of information, and effort to integrate?

Are you struggling with multiple overlapping BI tools and all the associated support and

maintenance? What costs do you associate to having multiple tools? Are you frustrated that past BI projects have not been as broadly adopted by users as

you had expected? What is the perception of the BI projects to date?

Are you able to compare information easily between fiscal periods? QTD, Previous

QTR, Same QTR Previous Year, etc? How do you derive value from the volumes of information you collect today? Is it

difficult to get to just the data you need to make decisions?


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Prospecting Questions for Senior, Mid-Level IT

requests forinformation take along time to iterate

dissatisfied users

data resides inmultiple databaseson different platform,we spend a lot oftime fighting aboutthe numbers vs.making decisions

promote user self-service; IT canspend more timeaddressing strategicissues

provide ability tomonitor key eventsand produce events,and execute otherbusiness processes

to bring issues toresolution

reduce time-to-decision

your user communityrequires training, self-service access andpersonalization foryour current reporting

environment? your user communityrequires too high alevel of IT involvementto get the business

reports they need?

large reportingbacklog?

continuousrequest forinformation?

requests foractionablereports?

lack of end user

service? creating ad-hocreports?

data frommultiple sources

What to listen forIf we could provide asolution that would

What happens when?What do you do whenthis happens?

How do youcurrentlyhandle?


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IT ORGANIZATIONIT ORGANIZATION

Can you share with me how you currently enable your business users tomonitor and analyze their business metrics?...

Report Authors: Is everyone getting the reports they need? Are you currently usingmultiple reporting tools? Is there a lot of back and forth with the business on whatinformation to use and how? Does the information need to be personalized per request?

Data Modelers: Multiple data sources? How do you shield the business users from thecomplexity of the data model? Is there a lot of back and forth with the business users?

Current flexibility with model development?

IT Architect: Does the current solution meet the infrastructure standards and those movingforward? Is the current solution difficult/time-consuming to maintain?

Business users question the validity of the data Dissatisfied users

Iterative report development process


.Data resides in multiple data sources Large reporting backlogs

Documents

Prospect Business Intelligence Recording