confidential
Intel’s CRM Journey
Daryl GanasGeneral Manager, Customer Capability Director, Sales and Marketing OperationsIntel Corporation
Jeff StaleyDirector, Industry Solutions GroupSAP America, Inc.
© SAP 2008 / Page 2
1. CRM Market Trends and SAPJeff Staley, SAP America, Inc.
2. Intel’s CRM JourneyDaryl Ganas, Intel Corporation
3. Q&A
Agenda
© SAP 2008 / Page 3
SERVICEMARKETING
SALES
Mobile
Powered bySAP NetWeaver®
End-to-end, Industry-specific
Processes
ANALYTICS
WebChannel
InteractionCenter
PartnerChannelMgmt
CUSTOMER
The SAP CRM SolutionThe SAP CRM Solution
SAP CRM Simple and Powerful
© SAP 2008 / Page 4© SAP 2007 / Page 4
CRM Market Trends and SAPCustomer Driven Growth
360°Customer View
Industry-Relevant (Channel Marketing Funds & TPM)
End-to-End Processes
Simplified, PersonalizedUser Experience
Microsoft OfficeIntegration
Mobile Form Factors
Real-Time OfferManagement
Business CommunicationsManagement
Service PartsManagement
Growyour business
Delightyour customers
Empoweryour team
© SAP 2008 / Page 5
Integrated Sales, Service and MarketingUnique Capabilities for Semiconductor Companies
Opportunity Management/ Design Win:
Standard sales, sales ops mgmt, opportunity mgmt
Design-In (Initiate) through design-win (Quotation)
Robust Partner Channel Management:
Channel Inventory Tracking, Ship & Debit Claims, Price Protection, Revenue Recognition
Control of Channel Marketing Spend/MDF:
Funds management, integrated claims management, collaborative processes
© SAP 2008 / Page 6
SAP Empowers the Business User
Executive Sales dashboardExecutive Sales dashboard
Pipeline Performance ManagementPipeline Performance Management
© SAP 2008 / Page 7
1. CRM Market Trends and SAPJeff Staley, SAP America, Inc.
2. Intel’s CRM JourneyDaryl Ganas, Intel Corporation
3. Q&A
Agenda
CRM at Intel
Daryl Ganas General Manager, Customer Capability
Director, Sales and Marketing Operations
9
Intel OverviewIntel Overview Intel OverviewIntel Overview
Intel provides chips, boards, systems, and software building blocks for the computing and communications industries
• $38.3B revenue in 2007
• ~85,000 people operating in 50 countries
• Four different sales forces selling into 130 countries
Corporate snapshot
• Hyper-competitive environment
• Strong shift to consumer, mobile and Emerging Markets
• Increasingly critical focus on customer orientation
Sales & Marketing Ops Goals
•Greater agility to support business growth
•Shift from home grown apps to enterprise
•Shift to the web for greater efficiencies – marketing, support, sales
•Greater user participation to improve decision support.
•“Giving time back to the field”
Nearly 3 out of every 4 new SAP deployment on Intel platforms
SAP-Intel relationship since ’94
Research, engineering, sales & marketing, co-development & optimization
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Current Environment/Focus Area’s – 2008Current Environment/Focus Area’s – 2008
SAP Replatforming
Corporate initiative(R/3 to Netweaver, ERP 6.0)
Customer Orientation/Giving time back to the field
Supporting Marketing Shift to online
System Flexibility to Support Business Model Changes
Simplify the environment
End of Life(EOL) of legacy apps
Today Future
Getting from here to there will require changes in how we
do things
11
• 3 year strategy, however must deliver value every 3-6 months
• Data and process alignment are critical CRM foundation elements
• Minimal customization required for out-of-box CRM solution
Intel’s Path to CRMIntel’s Path to CRMIntel’s Path to CRMIntel’s Path to CRMTelesales
Campaign Management
Segment Builder
CHM
Master Data & Contact Mgmt
Partner Marketing
Issue Management
Account Mangement (SFA)
Opportunity Management (SFA)
Replatforming - CPS
Analytics
Future
2007
2008+
2009+
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Business Challenges:
• Low cost & high scale touch
• Quicker adoption of new products
• Revenue in Emerging Markets
• Higher customer loyalty
Business Benefits:
• Integrated SAP solution brings customer data together better targeted marketing
• Interaction Center enables our 230+ agents in 10 sales centers to increase personal touch in a lower cost model.
• Contact 70k members, 2 campaign per qtr
• 1 Process, 1 Tool, some local adaptation
• Channel Management has allowed us to scale Sales and Partner Program reach into 130+ countries/ +1200 Emerging Market Cities
Channel SalesChannel SalesChannel SalesChannel Sales
Channel Sales Profile
SAP CRM is becoming the center of channel operations
at Intel
BroadChannel
Top Accounts
AgencyTouch
Intel Touch
~100,000 E-Touch
~57,000
5,000
Channel Sales Profile
BroadChannel
Top Accounts
AgencyTouch
Intel Touch
~100,000 E-Touch
~57,000
5,000
Channel Sales Profile
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Business Challenges• 2k+ Commissioned Sales Reps
covering 130 Countries
• Silo’d CRM Capabilities – Siebel & Home Grown Solutions
• Diverse Sales Processes
Business Imperatives• Increase Time Spent “Selling”
• Standardize Sales Processes• Account Planning• Opportunity Management• Performance Metrics
• Reduce TCO by Consolidating Multiple CRM Tools to a single, shared SAP CRM instance
Sales Force AutomationSales Force AutomationSales Force AutomationSales Force Automation
Core Intel Selling Motion
Direct PC Brands, ODMs
Embedded Industrial
Channel SMB
Influence Global 2000
Retail Big Box, Indies
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Business Drivers: •Increase partner participation, and effective utilization of MDF
•Shift from transaction oriented finance focus to collaborative co-branding and co-marketing
•Current Environment: Fragmented Solutions, High Maintenance Costs, Frustrated Users
Approach
• Customer collaboration via co-marketing programs
• Industry standard processes
• Iterative deployment of capabilities
• SOA design for integration of custom services
• SAP partnership for MDF within CRM framework
Planned SAP CRM Marketing Capabilities
• Campaign Planning & Management
• Marketing Development Funds
• Budget/Resource Planning
• Segmentation
• Analytics
Marketing Development Funds Marketing Development Funds Marketing Development Funds Marketing Development Funds
Co-marketing Co-branding
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Business Challenges:
• Tech Support process integration & simplification across groups/Geos
• Diverse needs of stakeholders (Customer Support, multiple business units)
• Roadmap to include Division tools
Business Benefits:
• Integrated SAP solution brings data together Customer, Channel, Product & Issue
• Better Returns & Fraud control capabilities
• Unify 7+ contact centers handling over 750K issues per year
• Will EOL 2 aging issue management applications
CRM ServicesCRM ServicesEnterprise Issue ManagementEnterprise Issue Management
CRM ServicesCRM ServicesEnterprise Issue ManagementEnterprise Issue Management
SAP CRM will become the standard for technical
Support at Intel
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Return on Investments Goals:
Key Learning's:
• 3 year strategy, however must deliver value every 3-6 months
• Data and process alignment are critical CRM foundation elements
• Minimal customization required for out-of-box CRM solution
2008 SAP CRM Plans
• CRM 2007 Upgrade
• Finish MDF work, being deployment
• Issue Management – Improve customer resolution. Consolidate 4 custom tools to 1 integrated solution
• Analytics – “Instrument the business”.
• Develop next generation External Customer Portal
SummarySummarySummarySummary
SAP CRM Yields Tangible ROI
Objective Result
Reduce Cost 15%+ Savings YoY
Increase Customer Face Time
20% Increase
360o Customer Data
Sales, Service, & Marketing Views
© SAP 2008 / Page 17
1. CRM Market Trends and SAPJeff Staley, SAP America, Inc.
2. Intel’s CRM JourneyDaryl Ganas, Intel Corporation
3. Q&A
Agenda
© SAP 2008 / Page 18
Join SAP and Intel for the Third Annual Semiconductor Industry Value Network
Wednesday, October 22
Intel Keynote 8:30 am – 9:15 amDaryl GanasGeneral Manager, Customer CapabilityDirector, Sales and Marketing Operations
A great opportunity to:
Visit http://www.sap.com/usa/industries/hightech/index.epxfor more information and to register for the event
• Network with your peers in the
semiconductor industry
• Share best practices and lessons learned
• Discover how to identify and co-innovate
new solutions and integration scenarios
for critical semiconductor industry
requirements
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