#AnaplanHub16

VMware’s Success Story: Sales Planning & Business Modeling with Anaplan

Sri Vellimedu - Director, BTA

Awinash Sinha - Director, IT

May 10, 2016

About VMware, Inc.

Customer :

– 500,000+ VMware customers

– 75,000+ Partners

– 100% of Fortune 500

– 99% of Fortune 1000

2015

• For 6th Consecutive Year, VMware Named a Leader in 2015 Magic Quadrant for x86 Server Virtualization Infrastructure!

• Forrester named VMware a leader in hybrid cloud management solutions and private cloud software suites

Background

CONFIDENTIAL

Gartner estimates that enterprises miss the equivalent of 5-10% of annual sales as lost opportunities, which could have been captured with the improvement of overall sales performance management

CONFIDENTIAL

Inconsistent / No

Governance

Validation Errors

Multiple Data

Sources

Delayed Visibility

No Common Language

Excessive Manual

Intervention

Lack of Standards

Enable clear, predictable and timely Sales Planning cycles

Adopt a standardized end-to-end process globally

Drive automation Move to a single data source

Align to consistent policies, procedures and business rules to simplify the process

Leverage best practices from each GEO

Our Goals

Streamlined Processes

Data Analytics Automation

Globally Consistent

Sales Planning AutomationBuild process automation and data analytics capabilities to improve accuracy & efficiency in hitting our Quota targets through predictable Sales Planning

Territory & Account Planning

Quota / Head-count Planning

Sales Interlock Planning

• Return Sales’ time to strategic discussions by reducing manual efforts

• Day 1 (per planning cycle) sales visibility of Account Coverage in Anaplan & Day 15 in CRM

• 30% reduction in territory account disputes

• 5%+ increase in Quota Accuracy in the 90-110% Goal Achievement band

• Targets in comp platform by end of month 1 (per planning cycle)

Capability Framework

CONFIDENTIAL 5

CONFIDENTIAL

Capabilities Roadmap

Sales Interlock Planning

Territory & Account Planning

Quota / HC Planning

• Market Assessment• GTM Strategy• Account Segmentation

• Market/Industry Trends Analysis• Territory Segmentation• Global & Named Accounts modeling /

what-if analysis

• Headcount mapping• Quotas by person, roles & territories• Associate Comp Plans

• Sales Targets by GEO, Product & RTM

• Sales Coverage Model across segments

• Target allocation to Region & Sub-Region

• Quotas & Targets by Territory• Integrated Comp/Quota Target

Sales Operations & Enablement

• Sales Policies/Standards Governance• Operational User Support• Sales Training • Sales Planning CoE

• Strategic Functional Roadmap• Value Realization• User Adoption

Capabilities Outcomes

Modeling Approach & Architecture

7

Outcome = function of Leading Inputs/indicator/Influences

Y = f (X1, X2, X3, ….Xn)

Multivariate linear regression

• Market insights• Competition data• Product Strategy• Economic factors• Share of wallet• IT Spend

Booking Target at Company & company -

3 levels• Historic Territory &

Account performance• Target at C-3 level• Market Segments

• Booking Target @ Account & Territory

level• Coverage Plan

• Target @Territory level• Rep specialization • Rep historic

performance

• Quota Allocation at Rep level

• Head count plan

Implementation Approach

CONFIDENTIAL 8

Flexibility

Scalability

Agility

Data Accuracy

Technology

• Architecture• Self-service• Apps Performance• Solution Flexibility

• Standardization• Simplification• E2E Process Mapping• Global policy

Process

• Collaborative• One-Team approach• Outcome driven

People

CONFIDENTIAL 9

Eco-System Architecture

On-Demand Scheduled

EDW (Greenplum)

Data Sources

EBS PDH My LearnODM

house

rules

UCM Bookings Hyperion SFDC

IDC

Varicent

Kenexa

Flat

Files

Data Repository

• Bookings

• Company

Master

• Sales Rep Info

• Coverage Rules

AMER Model

Account/Territory

Planning

EMEA Model

Account/Territory

Planning

APJ Model

Account/Territory

Planning

WW Model

Account/Territory

Planning

VMWare

Enterprise

Scheduler

(Informatica/

Control-M)*

Anaplan Cloud

ETL (Cleansing)

Data Export**

Data Import**

Sales Operations

ODM/DRM

(coverage rules)

Shell Scripting using Anaplan Connect

Data Strategy

Modeling in Anaplan

Reporting & Analytics in Enterprise BI Apps

Scalability & Performance

Data Volume & Model Size

Accounts Bookings Oppty Cell count Model Size

AMER 1.9 M .9 M 56 K 5 Billion 24.21 GB

EMEA 2.4 M .9 M 24 K 3.6 Billion 23.28 GB

APJ 1.5 M .5 M 26 K 2.6 Billion 17.7 GB

Global 5.9 M 2.4 M 107 K 3.6 Billion 27.94 GB

CONFIDENTIAL 11

Data Load Time

Accounts Bookings Oppty

45 – 60 Min 10 Mins 5 mins

45 – 60 Min 10 Mins 5 mins

45 – 60 Min 10 Mins 5 mins

2.5 Hours 10 Mins 5 mins

ModelLoad Time*

<6 Sec

<6 Sec

<6 Sec

< 5 Sec

* Initial Model Load Time (t) : 90 Sec < t < 120 Sec

Project Delivery Approach

CONFIDENTIAL 12

Sample Plan

Key Lessons Learned

CONFIDENTIAL 13

What Worked • End state focused capability build• Collaboration across teams• Process & architecture led implementation• Establish guiding principle upfront• Focus on data quality state from start• Consolidation of data sources• Standard taxonomy of business terms • Project delivery methodology• Consultation w/ other Anaplan customers

Opportunities • Day in the life of specific role analysis for changemanagement

• Underestimation of change management effort• Delay in operationalizing run state COE• Initial models inputs more focused on historic data

vs. leading indicators

CONFIDENTIAL 14

Thank You

Contacts –

Sri Vellimedu (Director, BTA) : svellimedu@vmware.com

Awinash Sinha (Director, IT) : awinashs@vmware.com