Opening the Window to Data: Pella’s Journey - Creating Value with Information
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Opening the Window to Data Pella’s Journey - Creating Value with Information
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Transcript of Opening the Window to Data: Pella’s Journey - Creating Value with Information
Opening the Window to Data
Pella’s Journey - Creating Value with
Information
Pella Corporation Overview
• Started In 1925…celebrating Our 90th Anniversary
• Private Ownership, Professional Management & Governance
• Pella Ranks #2 in Both Residential and Commercial Fenestration Markets
• Producer of Premium Fenestration Products
• 10 Manufacturing Facilities
• 7,000 Employees Primarily in North America
• FORTUNE awards
– 100 Best Companies to Work For
– Best Small Corporation in Leadership Development
2
Distribution Channels
• Branch Sales Network (PDSN’s)– Residential/light-commercial segments
– Pella dedicated
– 75 sales and services offices• 3,015 people
• 249 Window Stores
• National Accounts - Brand/Place Driven Segments– Lowe’s
– Select Pro Dealers
• International Distribution
• EFCO - Independent Rep Agencies
3
3
Portland
Wylie
Gettysburg
Murray
Monett
Pella, Carroll, Shenandoah, Sioux Center
Macomb
Toronto
San Francisco
Los Angeles
Phoenix
Portland
Billings
Casper
Albuquerque
DenverSalt Lake City
Dallas
San AntonioHouston
Ok. City
Omaha
Gr. Island
Hutchinson
Topeka
St. Louis
Kansas City
Little Rock
Minneapolis
Green Bay
Atlanta
Baton
Rouge
Mobile
Des Moines
WaterlooDetroit
Chicago
Seattle
Spokane
Syracuse
Rapid City
Bismarck
Pella Manufacturing
Pella Branches & Service
Centers
Jacksonville
Orlando
Total Pella System4
Marketing
Contact
Meet / Connect
Needs Assessment
Solution Selling
Quote
Close
OrderManufacture
Receive/
Warehouse
Value Add
Deliver
Install
Service
Invoice
Recovery
Integrated IT Strategy
Start with the End in Mind
Phases of the Customer Buying
Process
6Continue to Evolve Your Vision
7
Simplified Web Configurator
Ryan
• Ability to schedule specific date and time for in-home
consultation - at homeowner’s convenience
• Real-time visibility of Sales Reps Calendars – 24x7
• Consistent experience from Showroom, Call Center or Web
Foundation – Real Time
Appointments
Customer 360º View
Enable Robust Processes
Pella Flow Workstation(Get it right the first time)
DS Windows Plant PIQ - Casement Wrong Product/Wrong Order All Channels 11-4-10
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R&
A In
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nit
s s
old
(C
um
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tive)
Vintage Month
R&A Trends by Vintage Month (2008-current)
3 months of life - non-averaged
With Flow Workstation
Without Flow Workstation
DS Windows Plant PIQ - DH Wrong Product/Wrong Order All Channels 11-4-10
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Ma
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Oct-
10
R&
A In
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1,0
00 u
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s s
old
(C
um
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tive)
Vintage Month
R&A Trends by Vintage Month (2008-current)
3 months of life - non-averaged
Data Journey
Integration
Strategy
11
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Good
Data
1
2
Pella’s Data Journey
Won Jobs
Net Opps
Leads Generated
Centralized Marketing (1,968 Campaigns)
189,913
Lead to Opportunity
Conversion
52.4%
Opportunity
Close Ratio
47.4%
CRM Metrics
47,130
99,425
Leads Nurtured:
23,950
Opps Nurtured:
22,780
(+8.3 vs. 2010)
(+8.8 vs. 2010)
Original Process Did Not Support Metrics
Won Jobs
Net Opps
Leads Generated
Centralized Marketing (1,968 Campaigns)
189,913
CRM Metrics
Wrong Campaigns Assigned
• Options Entered at Corporate Office
• Sales Rep Selected from Dropdown List
Won Jobs
Net Opps
Leads Generated
Centralized Marketing (1,968 Campaigns)
189,913
CRM Metrics
• Manually Entered by Sales Rep
• Measured Reps on Conversion Rate
Leads Entered after Job Won
Won Jobs
Net Opps
Leads Generated
Centralized Marketing (1,968 Campaigns)
189,913
CRM Metrics
• Had to Schedule Appointments in 2
systems
• Focused on Quote for Customer
Opportunity Information Not Accurate
Won Jobs
Net Opps
Leads Generated
Centralized Marketing (1,968 Campaigns)
189,913
CRM Metrics
• Won Job – Focused on Paperwork and
Ordering
• Lost Job – Focused on Next Lead
Only Updated if Pushed by Management
Won Jobs
Net Opps
Leads Generated
Centralized Marketing (1,968 Campaigns)
189,913
Lead to Opportunity
Conversion
52.4%
Opportunity
Close Ratio
47.4%
CRM Metrics
47,130
99,425
Leads Nurtured:
23,950
Opps Nurtured:
22,780
(+8.3 vs. 2010)
(+8.8 vs. 2010)
Integrated Process
Booking a Quote
Book OrderSign ContractQuote Purchas
e
OpportunitySales Order Fulfillment
Use Data from System Most Important to User
Lead Appointment
Marketing Campaigns
Automatically
Assigned
Quoting System Automatically Updates the CRM System
On Time20
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
On Time Ship
On Time to Customer
On Time21
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
On Time Ship
On Time to Customer
Understand Factors Affecting Metrics
Summary22
•Process Must Support Metrics
•Analytics Need to be Designed into
Transactional System
•Metrics Need to Drive Right Actions
People Must Trust the Metrics
Creating a Better View
