ENABLING FRONT OFFICE TRANSFORMATION

How Salesforce and a human-centered digital transformation approach accelerated Cognizant’s marketing and salesIn 2015, Cognizant Technology Solutions was at the top of its

game. After a little more than 20 years in business, we had

become a respected global IT and consulting services leader,

growing to more than 200,000 employees with revenue over

$10 billion. Yet rather than celebrating our successes, we

decided to turn our technology and consulting expertise on

ourselves. Cognizant embarked on an ambitious

organizational change program centered on redefining how

and what we delivered to our clients. Why perform such

potentially risky sales surgery on a healthy patient? Because

we saw the rising tide of digital transformation. And like

many companies today, it was clear that what fueled our

past growth would not ensure our future success.

BEGINNING A REVENUE GROWTH

TRANSFORMATION

Revenue Growth is one of the top strategic objectives of

most organizations, and Cognizant is no different. In today’s

environment, meeting revenue objectives is increasingly

challenging. Quickly changing market dynamics, resource

AT A GLANCE

Outcomes:

• 1400 basis point improvement in win rates

within first twelve months of implementation.

• A 30% improvement in pre-qualified

opportunity visibility, enabling substantially

earlier talent supply decisions and better

ongoing management.

• Substantial improvement in accuracy and

consistency of forward-looking revenue

guidance (enabled by signaling forecast

decisions in Salesforce) resulting in a 35%

decrease in manual revenue forecast

adjustments.

• Almost 20% increase in backlog (committed

sales).

CASE STUDY

constraints and the impact of digital on market

opportunities and market threats can all be

factors limiting an organization’s future growth.

For our revenue growth transformation, we

planned to digitally disrupt our market strategy,

and align our sales and marketing functions in a

journey to create significant improvements

driving sustainable and predictable revenue

growth. Leadership quickly focused their

ambitions on those objectives that would have

the highest strategic returns. But as we do with

our clients, we recognized that the true starting

point for our journey would vary greatly

depending upon our current level of maturity.

SETTING OBJECTIVES

So where do you start? For us it made sense to focus on the fundamentals. There was no common language, scorecard, messaging or shared vision around the right business opportunities to take on. And these inconsistent approaches were beginning to make an impact: Without a standardized CRM approach and demand data capture tools, we had little or no transparency in the sales pipeline. Manual revenue adjustments were common, and in some cases we had to restate our forecasts. And poor demand visibility was making it difficult to accurately anticipate staffing needs. The patient was healthy, but it was clear that an intervention would be needed soon to prevent serious issues

in the future.

PREVENTATIVE MEDICINE: THE

CASE FOR CHANGE

Disruptive results come from committing to

transformations in business, operating and

technology models simultaneously, in the context

of delivering exceptional and often surprising

customer value by staying highly relevant to

their needs.

At Cognizant, we recognized that our sales,

marketing and service models were all potential

targets for disruption, and we began our journey

by developing the Cognizant Way to Sell and the

Cognizant Way to Market that set our vision for

service excellence and our behavioral objectives

for sales and marketing effectiveness.

This vision, coupled with the introduction of

cloud based technology platforms for sales and

marketing served as the foundation for a highly

successful journey to increased revenue growth.

COGNIZANT’S REVENUE GROWTH

TRANSFORMATION JOURNEY

Beginning our journey

Cognizant’s Sales and Marketing Excellence

Aligning to strategic intent by operationalizing

a model for revenue growth

Effectiveness“REQUIRED BUSINESS PROCESS INFRASTRUCTURE”

Have world-class operating processes Sales Process Effectiveness & Enablement• Improve win rates, loyalty, deal

size/velocity, funnel management…

• Marketing Process Effectiveness & Enablement

• Improve market awareness, lead gen & nurture, marketing program design and execution

EfficiencyAUTOMATE / OPERATE

Ensure state-of-art revenue infrastructure to• Maintain the agility• Keep Costs aligned with

growth• Take advantage of outsourcing• Take advantage of Sales-Tech

and Mar-Tech

Strategic IntentPURPOSEFUL REVENUE

GROWTH “GO ON OFFENSE”

Be Customer relevant• Evaluate and sell into new

segments and geos• Leverage strategic

partnerships/channels• Innovate new value to market• Innovate service delivery and

economics • Rationalize investment

portfolio(GO ON OFFENSE)• Utilize data driven insights

Strategic value

Maturity

program delivered significant results less than

twelve months after implementation. But what

drove our transformation success? Our journey

mirrors the kind of holistic solution we bring to

our clients, connecting technology expertise with

a change consultation approach that embraces

the human side of digital and applies a

leading-edge approach to managing disruptive

organizational change. Here are the steps that

are powering our continuing transformation.

Rethinking what we do. Creating a compelling

case for change is a critical starting point for any

transformational effort. But how do you make a

truly revolutionary change deliver results? Our

executive sponsor for the initiative supported a

tight alignment between our change messaging

and our current performance measures and

organizational language. We selected Salesforce

as the enabling technology for ‘WinZone’, our

single source for customer relationship

management. Development of WinZone was

managed under a “fail fast” mindset that

encouraged experimentation and innovation.

Reimagining our approach to sales and

marketing. Cognizant introduced a complete

business and technical design to guide our

approach. A new Client Value Framework defined

a single global selling methodology for all

business units globally, leveraging our digital

sales playbooks stored in assetSERV, our digital

asset management solution linked directly to

Recent sales benchmarks show most sales organizations are not generating the top line sales results they were looking for after investing millions of dollars in sales training

CustomerRelevance

Sales Effectiveness

MarketingEffectiveness

ServiceEffectiveness

Transformation Leadership and

enablement

The market strategies, customer experience

and commercialization that ensure a

company’s products or services have a value customers

“cannot live without.”

Winning at each stage of the buying process and ability

to monitor key metrics toÞ

accurately forecast revenues.

Achieving the highest levels of market awareness and

demand generation. Using market insights to influence how the

organization addresses customer

buying habits.

Ensuring customer satisfaction

throughout the customer life-cycle, a critical component of revenue generation

and CLV.

The capability to translate strategy

into action and deliver strategic

business outcomes as a result.

WinZone. This linking includes a “one stop”

search capability within Salesforce. Pipeline data,

pursuit risk assessment, action-oriented digital

call plans and a first-of-its-kind digital integration

of Huthwaite International’s SPIN selling

techniques are available from one search field

linked directly to the opportunity management

process. This creates the clearest possible line of

sight between vision, critical behaviors, key

performance indicators and performance

support resources, integrating best practices in

technology implementation and organizational

change management.

Re-inventing our working framework. How do

you create the right operational conditions for

success? Embed the right behaviors in the

organization through processes, training, tools

and clear performance indicators. Standardized

account planning and streamlined pipeline

tracking processes, methods, and tools helped

create a single, integrated and accurate pipeline

and forecast. Prototyping, piloting and scaling

new ways of working were also critical to our

success. Sales professionals prepare for client

conversations about our very latest digital

offerings and solutions with digital sales assets,

on-demand e-learning programs and both

in-person and virtual training courses.

Realizing tangible results with people . . .

supported by technology and clear

communication. Our digital change enablement

program takes a 360-degree approach to

supporting our teams through the entire

marketing and sales process. Marketing qualified

leads from Salesforce Pardot campaigns are

passed to account teams automatically. Our

vision and goals are reinforced through collection

and sharing of customer feedback on both our

successes and failures. And both sales and

marketing professionals are supported with new

automation and tools supporting internal

processes, development of market insights and

facilitating regular interaction with our clients.

CRITICAL SUCCESS FACTORS AT EACH STAGE OF THE JOURNEY

From new ways of thinking. . .

As part of our 2020 strategy, Cognizant embarked

on a transformation of not only our processes,

but our thinking to better prepare our leaders to

help clients shift to digital and achieve our

targets for profitable growth. From our four

steps below reframing our challenge to focused

activity work streams designed to deliver key

business outcomes, here are some of our steps to

success.

. . . to new ways of doing.

Enabling a marketing and sales transformation.

How did we leverage our digital consulting

capabilities to run better and run different with

Accelerating your path to success

Rethink Reimagine Reinvent Realize

CustomerRelevance

Define KPIs and roadmap aligned to stragegic objectives

Introduce Client Value Framework to align client need and

services

Establish Sector and Account Growth

Plans with clear targets & KPIs

Modernize Service Catalog and

establish regular review cycle

Sales Effectiveness

Define Cognizant way to Sell (CWTS) & select SFDC platform

Establish revenue growth community,

pilot & validate CWTS model and roll-out

globally

Embed Key sales behaviors via Sales Training and Deal

Reviews

Establish compensation

plans aligned to Sales Behaviors & KPIs and monitor

compliance

Marketing Effectiveness

Define Cognizant Way to Market (CWTM) & select Marketing

Automation platform

Mobilze integrated marketing plans & mobilize a shared services campaign

team

Align marketing plans optimize

marketing campaigns, channels

& tactics

Service Effectiveness

Define Cognizant service model

& select service plaform(s)

Pilot & validate multi channel service

model and roll-out globally

Tranformation Leadership

and enablement

Build Vision, objectives, mobilize

governance & delivery workstream

Assure workstream delivery and quality

via regular gate reviews, address

change concerns & needs

Track adoption and complaince, deploy

change interventions to drive desired

behaviors

Track goal achievement and

benefits realization

Salesforce? We started with a comprehensive

marketing and sales transformation, from

defining and automating new best practices to

fully integrating Salesforce and Pardot with

existing systems. We ensured tight alignment

organizationally between our vision, success

metrics and strategic objectives. The result was a

global Growth Community committed,

empowered and supported to improve revenue

pipeline, implement a modern digital marketing

organization. The Cognizant Way to Sell and

Market automated with Salesforce drove tangible

results, including a 1400 basis point improvement

in win rates as we enabled ROI-based reporting

for marketing campaigns.

Building a new platform for revenue growth.

Cognizant validated our new Salesforce platform

and created the blueprint for success by creating

a common language, scorecard and messaging to

all sales and marketing professionals. Our change

network and digital change tools helped embed

new behaviors, allowing our ‘start small, scale

fast’ pilot-to-enterprise expansion model to

rapidly expand our new CRM solution into the

single source of sales and marketing tracking for

Cognizant. Establishing this network helped us

bypass the typical reluctance sales teams have to

spend discretionary effort and time on

non-revenue producing activities. Baseline

metrics and scorecards tracking our progress

against agreed success measures continued our

momentum, and we established a consistent

client value framework to inform client-facing

communications.

Creating a Salesforce delivery factory. How do

you move from initial pilot to completion in 9

months over 4 rollout waves, covering 7 business

units, 20 horizontal teams and almost 7000

users? By building an exceptional capability to

build, test and implement cloud solutions like

Salesforce in enterprise settings. Our center of

excellence has developed and delivered 10+

releases of new capabilities, each of which

powered additional revenue and pipeline

performance gains.

Coaching teams from change impact to

organizational readiness. Our “Early and often”

training approach integrating digital classroom

and self-help resources, including WalkMe© and

video-based learning, set expectations for human

performance early and eliminated the need for

an expansive training team. We found that sales

training - not just sales tools – are the key to

accelerate behavior and process changes.

Support after initial training was scalable and

shared with existing operations teams while

remaining relevant and concise to users. Change

network and stakeholder feedback groups

ensured a virtuous cycle of customer feedback

and platform improvements.

• Align vision & metrics of transformation to strategic objectives• Create a compelling case for change around which to align stakeholders

RETHINK

• Develop a common language, scorecard and messaging• Be sure there’s clarity and brevity on “what’s truly different”• Establish an optimal business and technical design to fulfill the vision• Ensure the future operating model is feasibleREIMAGINE

• Create the right conditions to focus the organizations for success• Define, promote and scale what “great” looks like• Modernize the technology backbone• Prototype, pilot and scale new ways of workingRECREATE

• Build a fully integrated “change network” to drive impact• Teach and coach what you expect• Integrate sales methodologies with process, tools & recognition

REALIZE

Transformation leadership and enablement.

Leadership is critical to any transformative

initiative, and our sales and marketing leadership

stepped up to energize global stakeholders

around a compelling case for change and

established rapid transformation frameworks to

drive adoption. We committed to a global sales

platform built on digital design principles to

enable future scaling, increased compliance, and

digital training initiatives. Business unit teams

established and maintained a governance

framework enabled by cadenced health checks,

advanced analytics, and business transformation

teams to execute on continuous improvement

initiatives.

Integrating acquisitions effectively to ensure

success from day one. Growing organizations

like Cognizant acquire new talent on a regular

basis. Our people-first, process-led acquisition

approach set clear expectations and supported

ongoing success for our new colleagues using a

number of change support tools. From 24-hour

800-number help centers to joint planning and

communications sessions, new sales and

marketing professionals enjoyed a hands-on,

playbook-driven approach to migrating from

their legacy systems into Salesforce and receiving

the training they needed to excel.

Digital innovation and change management.

Stakeholder interviews and change impact

assessments revealed the need for a diverse

time-zone, learning style and availability-agnostic

approach to digital change management. Our

multi-tool approach led to over 20% improvement

in compliance once we fully leveraged two-way

mobile first, interactive methods such as

Salesforce Chatter, Vyn (mobile video) and

WalkMe online learning tools to support digital

communication, digital leader engagement, and

video-based online training programs. Change

checkpoints were integrated into the CRM

platform from day one,

Continuing post-implementation momentum

and simplification. Cognizant’s digital agile

project management approach has supported

more than ten new releases to the Salesforce

platform, introducing over 200-user requested

process and system changes over a two year

period. A maturing Sales and Marketing

Operations function continues to accept

transformative processes as business-as-usual

support functions as the platform and overall

program continue to evolve. To continue to

monitor and manage change, KPIs with leading

and lagging metrics / indicators were established

to measure success, with sales teams in

development to build a sense of ongoing

ownership. Over time, we continued to encourage

adoption by making our Salesforce platform the

single source of sales tools, training and other

performance-assisting assets tied directly to

sales processes.

ENABLING SUCCESS THROUGH

DIGITAL INNOVATION

Tools from science fiction, results at the

bottom line

Cognizant’s close partnership, depth of expertise

and experience with Salesforce.com made it the

clear choice for our own CRM environment.

Opportunities are tracked through the entire

five-stage sales lifecycle in WinZone, supported

by a robust digital adoption ecosystem. The

results we achieved are what we aspire to with

every Digital Transformation client we serve:

Step-change, transformative improvements in

strategic focus, efficiency and effectiveness.

We united seven business units and fourteen

product offering teams with a common sales

language, process and pipeline. We significantly

enhanced collaboration, transparency and our

ability to identify and strategically manage key

accounts. Integration with PeopleSoft and early

visibility of opportunities provided effective

signaling to recruiting and training, increasing

our agility and ability to serve clients. And our

consultative digital change enablement approach

Real-life experience in digitally transforming

sales and marketing capabilities – not only

for our clients, but for ourselves

enabled our first global deployment over five

months earlier than the originally committed

deadline.

Cognizant has revolutionized the entire way we

sell, from the language we use to the clients we

engage. Our sales teams have not only helped

our clients implement digital solutions, but also

reinvented themselves as truly digital

organizations. And the digital ecosystem

connecting and supporting our revenue growth

transformation continues to evolve

Using digital innovation to support

human change

Cognizant has embraced the perspective that

digital innovation enables human imagination,

unlocking the best we can offer and facilitating

learning change and growth. Here are just a few

of the applications of digital technologies we

used to accelerate adoption of the key behaviors

powering our revenue growth transformation.

Chatter. Salesforce’s own digital collaboration

environment is a cornerstone of communication

and collaboration within our sales and marketing

community, providing a platform for groups to

collaborate on everything from sales

opportunities to working smarter with WinZone.

Mobile apps. The Salesforce app and Vyn by Human Learning are field tools used daily to record contacts, track proposal development, record coaching or client meeting report videos, and more.

Micro videos and virtual training. A robust blend of continuously updated self-service and instructor lead training provide everything from ’just enough, just in time’ refreshers to comprehensive workshops on the latest reporting, marketing automation, opportunity tracking and customer contact features.

WalkMe. This digital helper guides Salesforce users step-by-step through complex tasks, eliminating the need to carry reference guides or other job aids and ensuring sales professionals can quickly get back to doing what they do best.

Come innovate with us

Cognizant’s approach enables your company to go beyond tools and technology and helps you bring about a complete transformation in the ability to grow revenues in a predictable and sustainable manner. Contact us today and let us tell you about our end to end transformation capability to envision, enable and manage your revenue growth transformation, from strategy through execution.

Sales teams can collaborate on documents, ask for

assistance or information, do research and share best practices using Salesforce Chatter and the Salesforce

mobile app

Just-in-time performance support is

available in WinZone using WalkMe, a

browser-based change enablement tool

Sales teams receive in-person, virtual and

video based training and are supported by a dedicated help desk

available by phone or through Chatter.

Smart video notes provide a mobile

coaching, meeting note capture, and knowledge sharing

platform.

ABOUT COGNIZANT

Cognizant (Nasdaq-100: CTSH) is one of the world’s leading professional services companies, transforming clients’ business, operating and technology models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more innovative and efficient businesses. Headquartered in the U.S., Cognizant is ranked 195 on the Fortune 500 and is consistently listed among the most admired companies in the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.

World Headquarters

500 Frank W. Burr Blvd.Teaneck, NJ 07666 USAPhone: +1 201 801 0233Fax: +1 201 801 0243Toll Free: +1 888 937 3277

European Headquarters

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LEARN MORE

For more information about how we can help you begin your disruptive digital revenue growth transformations, contact us at Jay.Noble@cognizant.com