lessons learned: building ibm's next generation crm architecture
DESCRIPTION
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.TRANSCRIPT
Lessons Learned: Building IBM’s Next Generation CRM Architecture
Jorge ArroyoChief Technologist - Sales Transformation
IBM
© 2013 IBM Corporation
SalesConnect transformation focused on five critical pillars to ensure the project achieved expected results
5 Pillars of Success
© 2013 IBM Corporation
SalesConnect is IBM’s new Selling Platform… social, mobile and powered by rich analytics
Simple…. Integrated ….. Social
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© 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 ContactsSellers using tagging to group sales data in ways meaningful to them.
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© 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
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© 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
© 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 informationOpportunity Header & Line Items
Client Information
Team Visible InformationSpecific activities,
Notes, etc
Geo Visible InformationContact information
IBM’s operational environment
© 2013 IBM Corporation
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Conceptual Architecture Overview
© 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
© 2013 IBM Corporation
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SalesConnect Operations Diagram
© 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
© 2013 IBM Corporation
Continuous operations data to development
© 2013 IBM Corporation
R1.0/R1.1Collaboration, 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 PilotOpportunity Mgmt, Notes Integration,Early Social
August2013
July2013
2 pilot countries,Brazil, Japan,
Mexico+5,000 sellers/managers*
2 pilot regions10 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
August2012
© 2013 IBM Corporation
Developing and Managing SalesConnect
© 2013 IBM Corporation
SalesConnect used – and continues to use – Agile Plus* Development
Agile Software Development Poster - by Version One, Inc.
© 2013 IBM Corporation
WW Seller Engagement Community
Objectives:
Optimize engagement with W W 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
U se social collaboration tools
Encourage sellers to engage in U sability testing
D eliver 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 W W 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+ Partic ipants
© 2013 IBM Corporation
Reduced Data Volumes
Account Clean-Up
Sprint 19 Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27Saturdays --> 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 LoadPASS 2 VE & Load
Additional loads for New /Delta as neededApr 15 MEA
Mexico Apr 17 Mexico Planned Validation RunApr 17 Brazil
ANZ Apr 24 ANZ Planned Load Sites to SC/ASEAN Apr 24 ASEANISA Apr 24 ISA Completed Validation Run
Apr 29 Ben/SPGIMay 03 Germany Completed SC Site Load
FR, IT FR May 08 FR, ITMay 08 New /delta site activityMay 10 CEE
May 17 JapanMay 17 TW, KR
May 27 HKUS US Jun 04 USCanada 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 27Mar 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
AlpsNordic(no Sw eden) Sw eden Planned Rev Tickles & Flow s
FR, IT Brazil Complete Rev Tickles and Flow s Mexico MEA ANZ
ASEAN ISA
Ben/SPGIGermanyChinaUS, CA
CEEJapan
TW, KRHK
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/IDLAlps, 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 IDLAuto 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
© 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
• 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
• 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
• Adoption & Change (A&C) Steering Committee and other Business Leaders drove adoption
• Business Champions/Ambassadors represented the seller/manager viewpoints
• 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
• Executive Steering Committee
• Executive Leadership Team
• Country-level BT/IT leads and Regional BU Focals owned the SalesConnect deployment within their regions,
• 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’
© 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