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Intel's Journey with SAP Customer Relationship Management
- 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.
- 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. 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
- 6. SAP Empowers the Business User Executive Sales dashboard Pipeline Performance Management
- 8. CRM at Intel Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations
Hinweis der Redaktion
- Thanks, Laura. And good morning…. Or good afternoon, depending upon your location. Thanks to all of you for taking the time to participate in today’s webcast. We have some great information to share and we’re very excited to have Intel join us to talk about their CRM journey with SAP.
- As Laura mentioned, my name is Jeff Staley and I’m part of the Industry Solutions Group within SAP. I have responsibility for CRM solutions within the High Tech and Discrete Manufacturing industries, and as such, I’ll lead off today’s session with a brief overview of some market trends and how SAP is addressing those trends and meeting our customers’ needs with our ongoing CRM development efforts. Then I’ll turn it over to Daryl Ganas to discuss how Intel is deploying these solutions, WHY they’re deploying these solutions, and the benefits they expect to receive. Finally, we’ll wrap up with some Q&A and an invitation to an exclusive event that we’re hosting later this month in Palo Alto specifically for companies within the semiconductor space.
- So just to level set, I wanted to provide an brief overview of how we define CRM here at SAP. The traditional pillars of Sales, Service, and Marketing are still the cornerstones of our solutions, but we’re finding that companies like yourselves are expanding the concept of CRM beyond those basic core capabilities to encompass any and every interaction that you have with a customer. To that end, we see CRM processes being exposed through a proliferation of channels and customer touchpoints, whether it be directly face-to-face, through the internet, through a call center, or through your channel partners. And the key to this enterprise landscape are tightly integrated end-to-end industry-specific processes that are powered by our Netweaver platform and it’s open architecture. It’s those end to end processes – that are driven by our customers’ input – that we feel are differentiators for our solution and provide competitive advantages for our customers – for you –– out there in the marketplace.
- The primary goal of our product development effort is to provide solutions that allow you to differentiate yourself from your competitors in the marketplace. And as we entered into the development cycle of our most recent release, we sought a lot of feedback from our customers and analyzed overall trends in CRM, and a few things popped out that became significant areas of emphasis for us. The first was an emphasis on a simplified, personalized user experience. Within any CRM implementation, you can probably make a strong argument that most important component of it’s success is not necessarily the software or system, but rather the underlying business processes being automated and the change management aspects of the roll-out that ultimately assures the buy-in of the end users. And nothing impacts user adoption more than the user experience. So we set out to re-architect our UI and we took the familiar L-shaped layout from Amazon.com, and combined it with the personalization capabilities of an iGoogle. The result was the SAP CRM web client, and the look and feel behind that is now being propagated throughout other SAP applications as well. If you haven’t seen the new UI, I would encourage you to check it out on our website at sap.com/crm A second big trend that we’re leading the industry on is the migration of that simplified user experience into small or mobile form factors such as PDA’s, Blackberrys, Netbooks, Tablet PC’s, etc. Some of you may have heard the announcement earlier this year of a significant partnership between SAP and RIM and our ongoing joint development efforts to build native SAP CRM applications on the Blackberry. Again, that’s an acknowledgement of the need for CRM solutions to extend beyond the traditional enterprise and provide a holistic view of your customer whenever and wherever they’re encountered by your employees or partners. And the final trend I’ll highlight here is the movement away from what I’ll call first generation best of breed, or silo’ed, or departmentalized CRM systems. Companies are realizing the value of end-to-end business processes as a differentiator and realizing that CRM can’t sit alone on an island. In fact, the only way to achieve that elusive notion of a 360 degree view of your customer is through a holistic enterprise approach that incorporates information from back office systems as well.
- From general CRM trends, we now move to industry-specific functionality for semiconductor companies. And to that end, you have at your disposal deep functionality in areas such as opportunity management and design win, partner channel management and channel marketing spend or MDF functionality. And in each of these areas, we’ve gone to great lengths to build the deep integrations that I mentioned earlier, so that you can focus on the business side of your CRM implementation while minimizing the resources needed to integrate it to back-end financial and manufacturing systems.
- And finally, SAP is committed to empowering the business user. This means providing robust and actionable business intelligence, either through dashboards and reports driven by the phenomenal suite of applications and tools that we acquired through the Business Objects acquisition…. Or through embedded reporting and ad-hoc reporting capabilities that were enabled and introduced in our CRM 2007 release. In practice, this means that the lines between traditional business intelligence and transactional CRM systems are blurring, and in areas such as Pipeline Performance Management, for example, our solutions drive empowerment of your business users by providing the insight they need to make better informed decisions day-to-day.
- And with that, I’m very pleased that we have a leading company such as Intel here to talk to you today about their CRM journey, which is very much a journey that we’ve taken together with them over the years. In addition to the various co-development efforts that go on between SAP and Intel, it’s also worth mentioning that 3 out of 4 SAP deployments are done on Intel processor platforms. And we expect that trend to continue as the expanded processing and memory capabilities of their latest Xeon series processors provide companies with even more performance, scale, and energy efficiencies than ever before. Today’s speaker from Intel is Daryl Ganas, who is the general manager and customer capability director for sales and marketing operations. Daryl has held a variety of roles within the Sales and Marketing Group at Intel during his 12 years at the company including leadership positions in direct sales, channel operations and channel marketing – across multiple geographies. Daryl, thanks again for joining us today… and it’s all yours.
- Fragmented Solutions High Maintenance Costs Frustrated Users
- Fragmented Solutions High Maintenance Costs Frustrated Users
- Fragmented Solutions High Maintenance Costs Frustrated Users
- Fragmented Solutions High Maintenance Costs Frustrated Users
- Partner Management: Fragmented customer data managed across multiple platforms customer receives up to 5 emails chains to get enrolled ~7 weeks Funds Management: A complex accruals cycle spanning 4 weeks requiring offline data processing and communication overhead Marketing Management: Building Ads based on unstructured Data (Target Audience) values, with Campaigns (Budgets & Brand Offering Un-tethered Plan to Actual) Claims Management: Manual payment file adjustments with no formalized feedback loop and a distributed AP reconciliation process Portal: Customer Experience split across Access Manager, IBL & IION Biz Intelligence: Limited fixed reports for Licensees and unsupported Powerplay Tool for the internal user base Data Model/Enterprise: A custom developed tool with legacy code introducing a steep learning curve for both developers and users
- Fragmented Solutions High Maintenance Costs Frustrated Users
- Fragmented Solutions High Maintenance Costs Frustrated Users
- And for those of you who would like to hear Daryl speak in person, I encourage you to attend our 3 rd annual semiconductor industry value network event in Palo Alto on October 22. In addition to some great customer stories, you’ll also get to see some SAP product and network with a lot of your peers within the industry to share best practices and lessons learned. And I should say that the agenda is broader than just CRM… it in fact covers a wide range of topics that are relevant to the semiconductor industry.