What is CRM?

The simplest, broadest definition can be found in the name: CRM is a comprehensive way to manage the relationship with your customers —

including potential customers — for long-lasting and mutual benefit. More specifically, modern CRM systems enable you to capture information

surrounding customer interactions and integrate it with every customer-related function and data point.

The resulting information mosaic is then used to create and automate a variety of processes that identify, and describe, valuable customers.

Most important, these processes help you personalize new and ongoing interactions to cost-effectively acquire, stay close to, and retain these

"good" customers.

Put another way, there are good customers and not-so-good customers. Can you tell them apart? What will it take to keep the good ones good

(or make them better) — and how can you get more of them? Can you improve the not-so-good ones — and is it worth the effort? Now apply

these principles automatically, to your entire customer base and prospect pool, as your business and the market evolve over t ime. That is CRM.

CRM: The Payoff

On the plus side, customers with successful CRM systems report higher profits; lower costs to attract and retain customers; greater customer

loyalty; and smoother, more streamlined workflows. Specific benefits cited include: More timely and targeted customer services

• Increased per-customer revenues

• Greater cross-sell and up-sell success

• Trimmed sales cycles

• More-efficient call center operations

• Improved sales forecasting

• Fewer customer problems

• Better-informed marketing decisions

Advertise your business on Google

Take five minutes

to write your ad

and select a couple

keywords—even target

your ad locally.

People click on your ad

When people search

on Google, your ad is

displayed and traffic is

driven to your site.

Convert leads into customers

Update deal information,

track opportunity

milestones, and record

all opportunity-related

interactions.

Capture leads from your Web site

Prospects fill out a Web

form, which creates a

lead in Salesforce that is

routed to your sales

team.

Manage customer relationships

Acquire deep knowledge

of every account,

facilitate collaboration,

and build and maintain

strong, lasting customer

relationships.

Measure what’s working

• A real-time view of your business

• A single solution for insight

• Customizable reports

Manage the follow-up process

Log calls, send emails,

and update the status of

your leads so that you

never miss an

opportunity.

Acquire New Customers and Grow Your Business Generate leads by advertising your business online with Google AdWords.

Turn those leads into new customers with Salesforce CRM.

A Customer Calls

The customer may be

calling you directly or

they may have been

transferred to you.

Search Salesforce

The first thing you want

to do is search

Salesforce to see what

information is

available.

Assign Tasks

Often times you’ll need

to assign a follow-up

task for yourself or

someone else on your

team.

Gather Insight

By clicking on a contact or

account, you can view all

their activity history,

outstanding follow-up items,

and other pertinent

information.

Follow Up

Assigning tasks in

Salesforce improves

collaboration and creates

true accountability.

Update Information

Salesforce provides a place

to log call notes, save

important emails, and

update information so

everyone knows where

things stand.

Manage Customer Relationships When you get a call, start by searching Salesforce. You can quickly review the account and see who else at your company has been working with them.

You can then use Salesforce to capture call notes and create a follow-up task if need be.

Measure what’s working

• A real-time view of your business

• A single solution for insight

• Customizable reports

Streamline Your Service and Support Organization Effective customer service benefits everyone—customers, agents, supervisors, and the company’s bottom line. Deliver outstanding and consistent

service and support across many channels including phone, email, Web, and chat.

Customer Logs a Case

When a customer has a

problem, they can log a case

online or call your support

team.

Case Is Routed

Cases can be

automatically routed to

a queue based upon

business rules.

Case Closed

The agent

communicates the

solution over the phone

uses an email template

and closes the case.

Gather Insight

An agent works the case,

reviewing account

information such as

entitlements and activity

history.

Customer Portal

The customer has 24/7

self-service access to

their case history, the

knowledgebase, and the

online community

through the customer

portal.

Find Solutions

The agent can quickly solve

the case using suggested

solutions from the

knowledgebase.

Sales and Marketing Visit http://blogs.salesforce.com/processes/2006/07/sales_process_m.html or search Google for “Sales Process Map”

Activity Management Visit http://blogs.salesforce.com/processes/2007/11/activity-manage.html or search Google for “Activity Management Process Map”

Service and Support Visit http://blogs.salesforce.com/processes/2006/07/the_service_and.html or search Google for “Support Process Map”

All About Seagate Technology

• INDUSTRY: Manufacturing

• EMPLOYEES: 55,000

• GEOGRAPHY: Global

• Revenue: $12 B

• # USERS:

• Internal: 1500

• PRM: 370

• Customer Portal: 18,500

• PRODUCT(S) USED: Salesforce CRM SFA, Service &

Support, PRM, Customer Portal, Content

Seagate Technology engages in the design,

manufacture, and marketing of disc drives for

enterprise, desktop, mobile computing, consumer

electronics, and branded solutions markets of the

disc drive industry

Salesforce CRM Evolution at Seagate

2001 - a failed CRM implementation of YOUcentric/JDEdwards platform

2002 – Salesforce CRM first used

– Originally intended for channel sales teams, but it soon grew to be used by our

marketing teams as well, especially once we coupled it with Eloqua and the

SPP program.

2003 - Focal platform for customer data quality management

– API integration with Sales and Marketing Database, TrueComp and other

Seagate IT platforms

2005 - Globalized Seagate Partner Program Portal Deployed

2007 - IT took over management of the platform

2007 - Business defined CRM Strategy

2008 - IT defined Salesforce CRM technical strategy

Salesforce CRM at Seagate Today

New

•Direct Partners and Customers

•Indirect Customers and Partners

•Consumers

Customer Data Management •Account and Contact Management

•Activity Management

•Track pre and post sales activity

•Sales Forecasting

•Opportunity Mgmt

•Sales Performance Tracking (Commissions)

•Sales Productivity and Workflow Applications

•Reporting

•Content Collaboration

•Lead Mgmt and Qualification

•Campaign Definition

•Campaign Targeting and Segmentation

Marketing

•Case Mgmt

•Knowledge Base

•Chat

Customer Service

•Partner Portal

•Channel Partner Program Registration and Database

•Manage Channel Programs

•Channel Communications

PRM

Sales

Seagate SalesCenter Portal

SSO

Enabled

Salesforce.com System Map 3500

Users 350

Users

1500

Users

15000

Users

How did we get there?

Align IT with Business

Apply core IT processes and

principals to the management

of the platform

Implement key foundational

infrastructure and strategy

Leverage partner to

accelerate adoption and time

to value

4 Keys to Success

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Business/IT Partnership

The business needs to think more like IT

IT needs to think more like the business

Strategy Planning

Roadmap Planning

Quarterly Business Reviews

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – IT Ownership/Governance

IT inherited a system that had been managed by the

business with little oversight

– Support and development coming from mulitiple and

disparate vendors

– No change control or release management process

– No security or access control policies

– No formal app development practices

– No strategy for the platform

– Business was no longer able to keep up

IT took ownership of the platform so the business could

focus on new initiatives

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Operationalize Salesforce CRM

Centralize development and support into single group

Train IT staff on the platform

Establish change management process according to Seagate

standards

Improve controls for user access management

Perform internal audit to identify gaps in current operations

– eSecurity, SOX Reviews

Follow SDLC processes

“Breakthrough dept system admin barrier”

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Build Foundation

Key foundational infrastructure and processes need to

be developed in order for Salesforce CRM as a platform

to be accepted and more readily adopted into the

Enterprise IT portfolio

– Scale Operations

– Accelerate deployment of new applications

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Build Foundation

Infrastructure

– Data Integration

• Implemented Informatica for ETL data integration

• Automate synch of key customer data

• Extended existing Tibco Business Works infrastructure to support web

services integration

– Single Sign On (SSO)

• Integrated SFDC with our Siteminder SSO infrastructure

• Implemented auto provisioning using SFDC API

Process

– Establish Data Governance for customer data in Salesforce CRM

– Define data and security architecture for Salesforce CRM

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Define how Salesforce CRM as a technology platform

will be utilized within your IT landscape

Create consensus and stake holder buy in from both

business and IT groups

Eliminate need to evaluate different technology when

specific criteria are met

Identify the resources and investments needed to

enhance and sustain the platform

Keys to Success – Technical Strategy

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Technical Strategy Focus Areas – CRM Database

• Define what customer types will be supported

• Define what data will be stored in Salesforce CRM and what will not

– Integration

• Identify the tools and methods for which we do integration

• Identify when/what data will be stored in Salesforce CRM and what data will not

– BI/Reporting

• How will reporting be integrated into Salesforce CRM ?

• What tools/methods will be used?

• How does this align with long term BI/EDW strategy?

– Security

• Identify the security architecture that will support current and future initiatives

• Define security governance

– Entitlement Framework

• Define how Salesforce CRM will be used to store and manage customer profiles to be

leveraged by internal/external applications to drive personalization, entitlement

– Applications

• Identify what types of applications will be delivered through the platform

• Identify the criteria that needs to be met in order for Salesforce CRM to be the right solution

– Mobile

• Identify how Salesforce CRM will support mobile and offline access

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Seagate’s Salesforce CRM Platform

Strategy

Salesforce CRM is Seagate’s CRM platform and will support core

CRM processes

Salesforce CRM will drive the SalesCenter portal

Force.com platform will be used to build and deliver web form based

approval and workflow applications

Salesforce CRM will be used for entitlement, drive personalization and

provide single view of customer

Salesforce CRM will be a front end to Seagate backend transactional

processes and BI

Salesforce CRM will be used to deliver mobile services to the Sales

teams

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Keys to Success – Strategic Partner

Our strategic partner, Wipro, allowed us to scale operations to

support and accelerate new business initiatives

– Consolidate suppliers to reduce administrative

overhead and lower total cost of ownership

– Implement onsite/offshore Model

– Provide technology oversight role as well as provide ongoing technical

support and operations of the infrastructure

– Align outside services under IT

– Optimize ability to allocate resources to new

projects and support ongoing operations

– Optimize internal IT staff to work on higher value activities

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Challenges

Platform Challenges

– Governor Limits

• APEX Class Limits

– Managing testing and deployment

– Code Management

Process Challenges

– Data Governance

• How do you manage shared data across many business functions?

– Balancing speed and quality

• Getting it done right vs. just getting it done

• Don’t overlook usability

Case Study – Visual Force

A debit SPA is a request from either a distributor or Seagate sales

rep to sell a product to a unique reseller at a price lower than the

list price.

Business Problem

– The existing SPA Create application was inflexible and difficult to

modify

– Needed to replace the legacy Special Pricing Request application that

was end of life

– Sales representatives were not able to approve Debit SPA’s via their

Blackberry (PDA), resulting in greater Turn-Around-Time as Sales

Reps can only approve SPA’s from an Internet connected PC.

– Additionally, Seagate cannot quantify which opportunities in

Salesforce.com are underpinned with Debit SPA’s

Case Study – Visual Force

Solution

– Build a wizard driven workflow application using Visual Force

that met our corporate branding standards and was easy to use

– Integrate with our back office pricing approval system

SPA Home

Create SPA

Search Bill to Customers

Step 2 - Capture Product Pricing Information

Step 3 – Justification and Comments

Step 4 – SPA Summary

SPA – Partner Home

SPA - Partner Create

Search SPA

Manage. Share. Build. – Apply what you’ve learned

Speak the same language in

business and IT

Ensure stability and compliance

through IT governance

Focus on foundational

infrastructure and process in

order to scale efficiently

Get professional help: Outside

consultants are good

4 Keys to Success

Build Foundation Strategic Partner

Business/IT

Partnership

IT Ownership/

Governance

Enrich

Customer

Experience

Maximize

Savings

Minimize

Risk

Solution Elements Adopted

Governance & Change

management

Flexibility to match

Seagate’s business needs

Process improvement

Resources that are

familiar with the system

Effective offshore

usage

Transition & Knowledge

Transfer in 4 weeks

Implement best practices for

long-term problem

resolution

Seagate

Objectives

Experience, tools & re-

usability of processes

Improve productivity by

managing mix of resources

& cross training

Optimizing workload

across locations

Service based model

allowing for ramp-up/down

Seagate objectives – How we Align