© 2007 Wind River
Enabling Sales Effectiveness Through Data Quality and
Business Process Integration
Matt Lawrence
Wind River Systems
© 2007 Wind River 2
Company Background
© 2007 Wind River 3
We Lead Device Software Optimization
• Founded 1981, IPO 1993• Corp Center in Alameda, CA• Market share leader
– 35+% of commercial market• $314M in revenue + change in
deferred (FY07)– $285M in revenue– $29M in deferred revenue– 15% in operating efficiency margin
• $75M in research & development• $200M+ in free cash• 1,300 employees• 42,000+ developers• 1,200 design wins last year• 350 million deployed devices
NASDAQ: WIND
Revenue Mix
Products $137.1M
Services $70.8M
Production Licenses
$77.4M
© 2007 Wind River 4
Leaders in Every Industry Rely on Wind River
Network Equipment
30%
Industrial &Automotive
20%
Aerospace & Defense
25%
Consumer
25%
Alcatel-LucentCiscoEMCEricssonHewlett-PackardHuaweiIntelJuniperLG ElectronicsMarconiMotorolaNokia-SiemensNortelOkiUT StarcomZTE
ABBAgilentBMWBosch/BlaupunktContinentalDaimlerChryslerDelphiGEGeneral MotorsHondaHoneywellHyundaiMagneti MarelliMitsubishiNational InstrumentsNissanRockwell AutomationSamsungSchneiderSiemensYasukawa
BAE SystemsBoeingEADSGeneral DynamicsFinmeccanicaHarrisHoneywellITTL3 Communications Lockheed MartinMHINASANECNorthrop GrummanRaytheonRockwell CollinsSmiths Aerospace ThalesUS Navy
AppleDatungEpsonEricssonHewlett-PackardIwatsuLG ElectronicsMotorolaPhilipsRicohSamsungSanyoSonyThomsonToshibaVerizon
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The Most Innovative, Complex Devices
Are Built on Wind River
350 million devices worldwide use Wind River technology
• Telematics– Vehicle tracking and airbag
deployment notification– Remote/mobile payment– Traffic and point-of-
interest information– Location-based services
• Infotainment– Audio, gaming, video– Navigation
• Powertrain / X-by-wire: steer, brake, drive
• Test & Measurement equipment• Medical devices• Robotics• Power-generation equipment• Semiconductor equipment
• Smartphones
• Feature phones
• Portable media players
• Digital cameras
• Set-top boxes
• IPTVs
• PVR/DVRs
• Digital televisions
• Home access/gateways
• IP video security/monitors
• VoIP telephony
• Digital copiers
• Laser printers
• Multifunction printers
• Media gateways
• Wireless access points
• WiMAX base stations
• Radio network controllers
• Broadband access systems
• Customer premises equipment
• VoIP phones
• Switches
• Avionics– Integrated Modular
Avionics (IMA) cores– Displays– Flight controls– Flight management
• Command and control• Communications
– Software Defined Radio• Intelligence, surveillance,
and reconnaissance• Radar, sonar• Space
– Instruments– Navigation– Propulsion
• Weapons systems
Network Equipment
30%
Industrial &Automotive
20%
Aerospace & Defense
25%
Consumer
25%
© 2007 Wind River 6
• Content
• Convergence
• Connectivity
• Differentiated
• Faster time-to-market
• Lower development costs
• Higher quality
Complex Device Requirements
Competitive Pressure
Device Software Optimization Is Drivingthe Trend from Build to Buy
Wind River enables companies to
develop, run, and manage
device software faster, better,
at lower cost, and more reliably
Wind River Mission
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Strategic Transformational
Change
Establish the single authoritative source of customer information across the business2
Implement enterprise level integration (SOA) between the front and back office systems 3
Deploy the world class CRM solution, providing reliable information, and driving sales
1
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Campaign
Lead/Prospects
Propects/Customers
Opportunity
Sales
Quote
Marketing
SIEBEL to
ORACLEInterface
Sales Orders
Trade Compliance
OE Validation
Booking Validations
Pick Release
Licensing/Install Key Generation
ManualUPS
Interface
Shipping method
Shipping & Distribution
Prod
uct,
Serv
ice
and
Ren
ewal
Quo
tes
Marketing/Sales/Order Cycle
Agreement
Funding
Billing
ExpenseTimecard
Service Contracts
Install Base
LIBRA
Scorpio
SIEBEL DB
ORACLE DB
SIEBEL - ORACLE
INTERFACE
Advance Pricing
Item BOM Interface
Payables
Invoice
Service Contracts Renewal
AR Distribution
Daily Revenue Recognition
Collections
General Ledger
Tax Interface
Oracle Applications
SIEBEL Applications
Custom Interfaces
Custom Applications/Programs
Third Party Applications
Fulfillment/Contract/Project Cycle Finance Cycle
Wind River Quote to Cash Process
Customer Self Service (Windriver.com)
Export Compliance Screening
Professional Service Quotes
Purchase Orders
PO Requisitions
Project Billing
Costing
Project Costing
Payment Manager/
Postive Pay
Auto Lockbox
Cash Management
Auto Reconcillation
Daily Rate Converation
Fixed Assets(FA)
Plumtree
Eval
uatio
n Le
ads
Quo
tes
Oracle Custom Extensions
Customer Data Base
Teleservice (TSR)
Dun & Bradstreet
Manual Interface
Automatic Interface
Sales Forecasting
RMAs & Credit Memos
QE Reporting to show pending activity status & stage
Knova Interface
Customers
Manual
Entry
Customer Entry and Support Interface
Customer Address/Contact
Entry
Project Performance
Analysis
Sales Incentive Compensation
10.7 Deferred Revenue
Manual Entry
Spreadsheet Import/Export
Manual Journal Entry
iSupport
Manual Order Entry for Quote Import Failures
Project
Resource Mgmt
Inventory Mgmt
Product & Price Sync
Trade Shows3rd Party Lead ListUser Conference
PromotionsAd ResponseOther Leads
Leads
Customer Addresses and
Contacts
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Dirty Customer Data
© 2007 Wind River 11
Technology Roadmap
CUSTOMERS
SALES
Sales Order Quotes
Service Contracts Quotes
CUSTOMERS
Order Management
Service Contracts
Contracts Renewal
Customer Entry
Customer Entry
Sales Person
Quote Order
Contracts Renewal
Customer Info
Service Oriented Architecture(SOA) Suite
Customer Data Hub(CDH)
Customer Credit Info
Marketing
LEADS/PROSPECTSMarketing
CAMPAIGN
Inside Sales
Dun & Bradstreet
CUSTOMERSCLEANSING &
MATCHING
*exceptional case
Service Contract Number Info Update
Sales Order # & Shipment info update
CDB TO BE Process
Trillium-Data
Cleansing
© 2007 Wind River 12
Combined Project Scope
• Upgrade Siebel Sales from 6.3 the 7.8 platform, Streamline the Sales process from Lead Generation to Account, Opportunity and Forecast Management, thru New License and Renewal Quote/Order
• Implement State of the Art Business Intelligence (Oracle BI), replacing the legacy reporting solution (Business Objects & Excel)
• Perform up front Customer Cleansing using Trillium, Siebel Account Merge and Oracle TCA tools; Incorporate Trillium RTC into Siebel SFA
• Implement the Oracle Customer Data Base Hub, standardize on key Customer attributes common to Siebel SFA and Oracle EBS
• Implement Oracle’s SOA Suite, re-Architecting the integration process and data flow between Siebel SFA and Oracle EBS
© 2007 Wind River 13
Siebel Project Org Chart
Wind River IT Team Members IT Technical Team
TBD
Project Management Office
Worldwide Sales Finance
Subject Matter Experts
Field Sales (AM’s, HAT/SAT, SSM’s, TAM’s), Corporate Sales (AE’s, Renewals, SDR’s), Compliance, Deal-Desk
Subject Matter Experts
Field Sales (AM’s, HAT/SAT, SSM’s, TAM’s), Corporate Sales (AE’s, Renewals, SDR’s), Compliance, Deal-Desk
Marketing
WCO / Services
Core Team
Perficient Consulting Team Members
Executive SponsorsDamian Artt, VP WW Sales &
ServicesBarry Mainz, Chief Operating
OfficerScott Fenton, VP & CIO
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Oracle Consulting Team Members
Oracle Consulting Team Members
Project Management Office
Project Management Office
Subject Matter Experts – AMs, Sales Admins, Collections Analysts, Credit Mgmt. Etc. as needed… Subject Matter Experts – AMs, Sales Admins, Collections Analysts, Credit Mgmt. Etc. as needed…
Executive SponsorsBarry Mainz, Chief Operating Officer
Scott Fenton, VP & CIO
Arun Anur, OC Executive Sponsor
Executive SponsorsBarry Mainz, Chief Operating Officer
Scott Fenton, VP & CIO
Arun Anur, OC Executive Sponsor
Wind River IT Team Members
Wind River IT Team Members
Core Team
Lori JimenezScott StanleyDoug Wong
Tracy WilliamsPatty PosadasGreg WilliamsCandi Bashiri
Marketing APAC/ Japan CS/ Sales EMEA Finance
CDB Project Organization Chart
© 2007 Wind River 15
Siebel Upgrade (6.3 to 7.8)
• Perform a Global AS-IS review; US, EMEA, APAC, Japan Teams – Focus on driving a common process– Fix Performance woes outside the States– Determine the need for Offline Client
• Consolidate Quote/Order in Siebel– Sales Support/Renewals & OM on the Same System– Opportunity for Check & Balances before Transmission to ERP
• Out of the box capabilities Siebel UI– Standard functionality– Exception was Quoting
• Multiple Proposal Templates, Complex Product Structure
• Technical Upgrade/Conversion– Full Historical Data Conversion– Iterative Process, Practice makes Perfect– Accounts, Quote, Contacts MUST match
• Training Plan– Develop Online Help– Training Logistics & Delivery– Don’t underestimate!
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What we didn’t get to• Quote Approval via Siebel
– Sales Management, Legal and Finance approval prior to sending out a Customer Quote
– Processed managed outside the system (for now)
• Product Configurator – WRS has a highly complex Product Hierarchy– Opted for a “Catalog” structure– Product Hierarchy as a follow on project
• Marketing Web Leads– Remains a manual process– Next Phase (I promise!)
• Outlook Integration– Next Phase (I really promise!)
© 2007 Wind River 17
Business Intelligence• Separate DB, Seamless Experience
– Separate DB, Server, refreshed hourly from SFA– Access is based on Sales Visibility; AM up through EVP– Seamless access via Connected mode, just another tab in SFA– Focused on Forecast Pipeline
• Big Splash with the Business– Available 24x7, Connected mode only– No waiting on the Forecast Report, No churning through Excel– Full Transparency of Information up through the Sales
Hierarchy– IT Owns the Infrastructure and Integration, Business Owns
Reporting!– As Expected, the new Solution caused increased demand
• BI is Oracle’s Warehouse Solution– Fits WRS roadmap for Enterprise Reporting
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Data Cleansing Approach• Establish Standards and Definitions
– Define & Set the Attributes for Customer– Apply Customer Definition to Siebel SFA and Oracle EBS– Set the Baseline
• How Many Duplicates do we have? at what Level? (Party, Account, Site)• Set and Communicate Cleansing Goals (remember, you’re never finished!)
• Dedicate Resource(s) to the Customer Data Stewart Role– Full time position, Cross-Functional, Position of Influence
• Begin the Merge– Involve and Train Key Team members in TCA
• Credit, Invoicing, Order Management• Supervise Production Merges• Don’t forget your GEOs!
• Choose the Cleansing Tool– Trillium
• Batch Cleansing process using Global Postal Directories• Refine, Refine, Refine
© 2007 Wind River 22
Customer Database Hub• Driven from the Customer Standards Discussions
– Apply the Attribute Model• Account Name, Address, City, State, Postal Code, Country, Hub Xref
ID• Common to Siebel and Oracle EBS
• Define your Matching Rule set in DQM– How Loose or Tight should the Matching be?
• WRS took a Conservative Approach, Exact Match
• Load Process– Coordinated the effort with Trillium Cleansing
• Loaded Subset of Cleansed Records into the Hub for end to end Testing
• Independently performed Full volume Loads from Siebel and EBS
© 2007 Wind River 23
SOA Approach• Define Highest Value Integrations
– Customer Interface, New Customer Only• No Changes to Customer Acct - Oracle EBS is the Master
– License Quote to Order (Product/Services Sales)– Renewals Quote to Service Contract
• Mapping Implications– Single-Org Structure in Siebel, Multi-Org in EBS– Bi-Directional Mapping Requirements – Error Handling, Presenting a meaningful message– Integrating Systems, Integrating Teams
• Functionality– New Customer Creation
• EBS Party, Account, Bill-To, Ship-To, Sold-To– Notifications/Transmission
• Automated Credit Check Notification for New Customers• Transmit Directly to Oracle OM & Service Contract, Book and Ship• Order Status sent back to Siebel
© 2007 Wind River 24
SOA Challenges• Change Management
– Systems and Processes are now highly connected and dependent
– Business Teams & IT need to Plan and Execute together
• Initial Increase in Credit Check Notifications– Major change from informal Process to Automated– Due to our Tight Matching Rules– Manual Check in OCO Required to Validate Customer
• Process Adoption– Took a little time to get comfortable with– Old (obsolete) processes still performed– Training fixed this
© 2007 Wind River 25
Project TimelineSiebel/CDB Project Timeline
Project Planning & Requirements Definition
Functional Analysis & Design
Technical Solution Design
Customer Data Cleansing Effort
CRP1 - Data Governance Process
CRP2 - Customer Data Cleansing Approach
Production Customer Data Cleansing
Project Build
System Test
System Integration Test I
System Integration Test II
User Acceptance Test & Fix Cycles
Production Transition
Go LiveProduction Stabilization
11/12
April May June July August September October November December
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Deployment Plan• Three Dry Runs prior to Production Cutover
– To get the timing and dependencies straight– Estimated Four Day Cutover
• Production Cutover Timing – November 7 to 11– Apply Trillium Cleansed Data to EBS, Siebel 6.3– Perform the Siebel Upgrade 7.8– Implement Production SOA, CDB Hub Platform – Perform Customer Database Hub Load– Validate Siebel– Validate the Hub– Validate Customer, Quote to Order, Quote to Service Contract
Integration– Load Business Intelligence, Validate the data
• Take a deep Breath– Go Live!
© 2007 Wind River 27
Project Lessons• Think Twice (no three Times!) about merging
independent initiatives into one Enterprise effort– For WRS, it was Foundational for the Future
• Know your project dependencies– Parallel activities such as cleaning customer information
while testing the capabilities of the Database Hub – “Crossing a bridge while building it”
• Be flexible and willingness to change– Changes in Business Practices and Processes– Changes in Roles, new Heroes emerge– Applies to IT, understand the responsibilities of each team
and execute as one
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Critical Success Factors• Gain strong Cross-Functional buy-in from the Executive
level down, and a willingness to shift from “That’s how we do things”
• Deliver the projects on time, with promised capabilities, focus on the end Goal– Deliver on the Upgrade, Customer Integration Platform– Nearly 30% of our Accounts match between Siebel and EBS
• Make sure you have the Post-Implementation Support Plan in place
• Elicit open and constructive feedback from the Business, the Good, the Bad, etc.
• Communicate, communicate, communicate!
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Future Plans and Projects• Short Term
– Automate Customer Verification from Siebel Quote, Order• Verify before Transmitting Order to EBS
– Streamline the Customer Merge Process– Continue with Customer Cleansing…– Continually Track Metrics, Show Progress
• Expand the Siebel, BI Footprint– Implement Siebel Marketing, Marketing Analytics
• Targeted Marketing, Opt-In, Automate Lead Gen
– Automate Deal Approvals, Agreements– Outlook Integration
• Apply SOA capabilities to Customer Service
© 2007 Wind River 30
Questions?