This session is a more in-depth look at the architecture that drives the IBM Social CRM solution and integrates SugarCRM with enterprise Master Data Management, Line of Business applications, legacy data sources, analytics and collaboration solutions to drive seller productivity. Focusing on seller experience and seamlessly integrating over a dozen applications, we were able to deliver a single instance global server to over 50,000 users . We will be discussing the technologies and patterns implemented to ensure business agility while meeting our enterprise architecture blueprint.

1. Lessons Learned: Building IBM’s Next
Generation CRM Architecture
Jorge Arroyo
Chief Technologist - Sales Transformation
IBM

2. © 2013 IBM Corporation
SalesConnect transformation focused on five critical pillars to ensure
the project achieved expected results
DefiningtheFuture
BusinessState
Development
Deployment
Governance
OrganizationalChange
Management
5 Pillars of Success

3. © 2013 IBM Corporation
SalesConnect is IBM’s new Selling Platform… social, mobile and
powered by rich analytics
Simple…. Integrated ….. Social
3

4. © 2013 IBM Corporation
SalesConnect brings a social dimension to selling … internally and
externally
SalesConnect provides an integrated,
social experience for sellers as well as
those beyond:
Client oriented collaboration
Follow key clients / opportunities
Activity Streams (news feeds)
Key Contacts
Sellers using tagging to group
sales data in ways meaningful to
them.
4

5. © 2013 IBM Corporation
SalesConnect brings insight and analytics to selling … at all levels of
the organization
Seller/First Line Manager Reporting
SalesConnect enables predictive analytics
and rich drill-down capabilities to support
sales management.
Analytics built on social data recommends experts
5

6. © 2013 IBM Corporation
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Architecture Drivers
 Develop an enterprise CRM solution to drive seller productivity
 Support enterprise strategies
 Drive Master Data Management
 Provide single view of the client across enterprise sources
 Enable Social Business
 Deliver Analytics
 Access via Mobile and desktop
 Provide comprehensive data integration via services
 Enable real time, de normalized data reporting for the sellers and sales
management
 Deploy an infrastructure for growth to allow for changing requirements and
increased user base
 Implement a solution that meets and adapts to changing global privacy
requirements
 Deliver a cost effective and high performance single deployment
infrastructure
Our architecture strategy focused on integrating social capabilities with
our strong core CRM foundation

7. © 2013 IBM Corporation
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WorldWide single instance
 One global opportunity system
 Over 50K users WW
 Over 170 countries
 10M main “objects” in database (oppty, account, contact, notes, etc)
 High availability and performance
 Enterprise Single Sign On
 Multiple protocols supported (SAML, LTPA, etc)
 Complex geography and country based visibility and privacy requirements
 Data storage
 Single DB server with HADR shadow/failover
 All SugarCRM reports module activity go against HADR shadow
Globally Visible information
Opportunity Header & Line Items
Client Information
Team Visible Information
Specific activities,
Notes, etc
Geo Visible Information
Contact information
IBM’s operational environment

8. © 2013 IBM Corporation
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Conceptual Architecture Overview

9. © 2013 IBM Corporation
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Integration Architecture Overview
Integration patterns in SalesConnect
 Message Broker based Enterprise
Service Bus
 MQ Messages
 Web Service routing for
SOAP calls
 OAGIS based XML
interfaces
 Publish/Subscribe
 Direct calls via REST
 Application
 OpenSocial
 iFrame
 Portlets
 Batch jobs/File based integration

10. © 2013 IBM Corporation
25.06.201310
SalesConnect Operations Diagram

11. © 2013 IBM Corporation
• Horizontally scalable application servers
• 10 Power 770 Apache LPARS
• Web application, mobile and web services
• 64GB RAM
• 8 Virtual CPUs
• pAIX 7.1
• Single, vertically scalable WW DB/2 10.1 Database instance
• High availability through DB/2 HADR and Tivoli Systems
Automation
• 2 Power 770 (Primary and Standby)
• 256GB RAM
•18 Virtual CPUs
• pAIX 7.1
• CastIron Integration Appliance
• DataPower Security Appliance
World Wide Scalability

12. © 2013 IBM Corporation
Continuous operations data to development

13. © 2013 IBM Corporation
R1.0/R1.1
Collaboration, Micro blogging, Mobility,
“Following”, Activity Streams
SalesConnect used a phased functional and tool deployment
approach, bringing 40,000 sellers and sales managers online
R0.5 Pilot
Opportunity
Mgmt, Notes
Integration,
Early Social
August
2013
July
2013
2 pilot countries,
Brazil, Japan,
Mexico
+5,000 sellers/managers*
2 pilot regions
10 countries
3,500 sellers/managers*
Europe, Central Europe &
Middle East/Africa
+12,000 sellers/managers*
North America &
Asia Pacific
+13,000 sellers/managers*
Wave 2
August 19th 2013
Wave 1
July 15th and
July 22nd 2013
Wave 3
August 26th 2013
*Seller and sales manager counts are approximate
WW Geo Deployments
August
2012

14. © 2013 IBM Corporation
Developing and Managing
SalesConnect

15. © 2013 IBM Corporation
SalesConnect used – and continues to use – Agile Plus*
Development
Agile Software Development Poster - by Version One, Inc.

16. © 2013 IBM Corporation
WW Seller Engagement Community
Objectives:
 Optimize engagement with WW nominated sales
community throughout project
 Leverage limited opportunities to target
discussion and solicit sales feedback
 Gain varied perspectives, ensure sufficient Geo
representation in feedback gathering
 Use social collaboration tools
 Encourage sellers to engage in Usability testing
 Deliver periodic communications on progress
Seller / FLM Participation in:
User discussion forums, communities, and social media
– Link up to the internal publiccommunity page
– View and comment on early designs, layout and features
– Attend demo (web / teleconference), provide feedback
– Business Champion initiatives
– SocialCRM widgets on Notes & flash video teasers
Usability testing
– Link to demo system
– Test social collaboration features
• User feedback during product use
– Be an early adopter
– Provide feedback to WW Community lead for tracking/response
back to Sales teams
• Time Commitment
– 2- 4 hour/ month
– No engagement activities during last month of quarter and last
week of month end
900+
Participants

17. © 2013 IBM Corporation
Reduced Data Volumes
Account Clean-Up
Global/ IOT/ IMT Business IMT/ IOT Leader
BTIT IMT/ IOT Leader
Global/ IOT/ IMT Business IMT/ IOT Leader
BTIT IMT/ IOT Leader
Metrics Owner As of XXX Status
R/Y/G
Seller Readiness
1. Business Focal Points IMT SC
lead
# named
2. Business Champions IMT SC
lead
# named
Communications
3. IMT GM IMT SC
lead
Date sent
4. Business Unit Executive Not IMT Date sent (Global
BU focal)
5. Comm Plan Execution IMT SC
Lead
To be added when
needed
6. Education
(reports provided by global)
IMT SC
lead
% enabled sellers
compl. Required.
(not avail yet)
Metrics Owner As of XXX Status
R/Y/G
Seller Readiness
1. Business Focal Points IMT SC
lead
# named
2. Business Champions IMT SC
lead
# named
Communications
3. IMT GM IMT SC
lead
Date sent
4. Business Unit Executive Not IMT Date sent (Global
BU focal)
5. Comm Plan Execution IMT SC
Lead
To be added when
needed
6. Education
(reports provided by global)
IMT SC
lead
% enabled sellers
compl. Required.
(not avail yet)
Date Month Day
Overall Status R/ Y/ G
Date Month Day
Overall Status R/ Y/ G
Key Activities This Week
• Item 1
• Item 2
• Item 3
Key Activities Next Week
• Item
• Item
• Item
Key Activities This Week
• Item 1
• Item 2
• Item 3
Key Activities Next Week
• Item
• Item
• Item
Issues/ Risks Status Owner
1
2
Issues/ Risks Status Owner
1
2
CommentsComments
Sprint 19 Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27
Saturdays --> Mar 09 Mar 16 Mar 23 Mar 30 Apr 06 Apr 13 Apr 20 Apr 27 May 04 May 11 May 18 May 25 Jun 01 Jun 08 Jun 15 Jun 22 Jun 29 Jul 06
PASS 1 Load
PASS 2 VE& Load
Additional loads for New/Delta as needed
Apr 15 MEA
Mexico Apr 17 Mexico Planned Validation Run
Apr 17 Brazil
ANZ Apr 24 ANZ Planned Load Sites to SC/
ASEAN Apr 24 ASEAN
ISA Apr 24 ISA Completed Validation Run
Apr 29 Ben/SPGI
May 03 Germany Completed SC Site Load
FR, IT FR May 08 FR, IT
May 08 New /delta site activity
May 10 CEE
May 17 Japan
May 17 TW, KR
May 27 HK
US US Jun 04 US
Canada Canada Jun 07 Canada
CN (AP) CN (AP) CN (AP)
Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27
Mar 23 Mar 30 Apr 06 Apr 13 Apr 20 Apr 27 May 04 May 11 May 18 May 25 Jun 01 Jun 08 Jun 15 Jun 22 Jun 29 Jul 06
Alps
Nordic(no Sweden) Sweden Planned Rev Tickles & Flow s
FR, IT
Brazil Complete Rev Tickles and Flow s
Mexico
MEA
ANZ
ASEAN
ISA
Ben/SPGI
Germany
China
US, CA
CEE
Japan
TW, KR
HK
Phase 1 Load
Validated
Sites and
related Clients
Planned Geo rev & remdiation done
Planned Ready for Oppty Flow s/Tickle/IDL
Completed Geo review & remediation
Ready for Oppty Flow s/Tickles/IDL
Alps, Nord Alps, Nord
Phase 2
Load Oppties/
Contacts and
turn on flow
services
(fxhub/
CastIron)
Oppty/Contact Load and Service Activation
R0.5.5
Deploy
----
Oppty
IDL
Suppt
WW
User /
Camp /
Loads
Planned IDL & Flow s
Complete IDL
Auto Flow s and Unplanned Tickles to
pick up delta as needed
R0.5.6
DBCS,
Scale,
Privacy
Rolling Data Loads
Seller Readiness Scorecards
SalesConnect leveraged IBM’s MDM strategy, thus simplifying data
clean-up, data migration, and seller readiness
Major emphasis on client data (account level)
 Leveraged IBM’s MDM strategy to optimize data integration with existing
tools
 Limited scope for data clean-up
 Reduced migration volumes that met business-defined requirements
 Executed a rolling data load strategy in parallel with development
 Other migrations hinged on this core client set
The execution of the data migration strategy was driven by collaboration
across all Geographies, Business Units and IT Partners
 Scorecards drove the management system
 Metrics and tracks published weekly
 Weekly deployment meetings held to discuss issues
 Clear accountability defined

18. © 2013 IBM Corporation
The SalesConnect Management System accommodated IBM’s
intersecting geography and Business Unit management structures
• The eight SalesConnect
workstreams designed
strategy
• Workstreams partnered with
Geography BT/IT Leads and
WW BU Focal Points to
define requirements
• Geography
BT/IT Leads and
WW BU Focal
Points worked
with the
workstreams to
execute and
advise
SalesConnect Initiative TeamLeadership Team
Strategy, Objectives, Priorities Guidance, Requests for Customization
Leadership Requests, Consolidated Status Global Requests, Status Reporting
Adoption was also supported by stakeholders representing the business and the seller
• Adoption & Change (A&C) Steering Committee and
other Business Leaders drove adoption
• Business Champions/Ambassadors represented the
seller/manager viewpoints
Extended Team:
BT/IT and BU
Program Decisions
Program Decisions
One Team
• Executive Steering
Committee
• Executive
Leadership Team
• Country-level BT/IT
leads and Regional
BU Focals owned
the SalesConnect
deployment within
their regions,
Geography management
systems coordinated Extended
Team interactions
The A&C Steering Committee supplemented the ESC and ELT by focusing on ‘how to adopt’ rather than ‘how to design’

19. © 2013 IBM Corporation
The SalesConnect tool has been successfully implemented, and
supports IBM’s needs as a globally-integrated enterprise
40,000 sellers on
the tool Over 170 countries
working off a single
global instance
Tens of thousands
of new
opportunities
tracked worldwide
Innovative features, such
as social enablement,
integration and mobility