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OAUG Training Day
Bharath NatarajanHieu DoanAgilent Technologies
04/18/23Page 1Agilent Siebel Program
Agilent at a glance (FY09 Data)
$4.5 Billion FY 2009 annual revenue
18,500 employees
Customers in 110+ countries
60+ year heritage of invention and innovation
04/18/23Page 2Agilent Siebel Program
Agilent Strategic Intent
Measurement solutions partner to every engineer, service provider, and scientist in the electronics and bio-analytical markets
Measures of Success:
Best-in-industry satisfaction and loyalty among our customers
Best-in-industry leadership as measured by our employees
Outpace the growth of the market
Superior return to our shareholders
04/18/23Page 3Agilent Siebel Program
Page 4
Hyperion System 9
Oracle ERP Transactional
Siebel CRM SAP ERPSAP CRM
Query & AnalysisQuery & Analysis
Legacy Systems
Oracle Incentive
Compensation
Essbase
Informatica ETL
Global Data WarehouseGlobal Data Warehouse
OBIEE+
Sales CompSales Comp HR DSSHR DSS
Simplified BI Reference Architecture
SAP BI
Current Landscape of Major Systems
Polaris
MatrixOne
CalibrationCalibration
PeopleSoftGL,AR
OBIEE+
Siebel Analytics
Siebel Analytics
Informatica ETL
TM1
EMG, LSG/CAG Support AgreementsEMG Service & Parts Orders
OBIEE+
APCCAPCC
OBIEE+
OBIA Supply Chain & OM Analytics
OBIA Supply Chain & OM Analytics
OBIAWarehouse
OBIAWarehouse
Oracle ERP Planning
ABRT Website
Standard Reports
Standard Reports
Orders
Orders
OBIEE+
EMG Operational
Reports
EMG Operational
Reports
PLM Data Bridge
LSG/CAG Service & Parts Orders
04/18/23Agilent Siebel Program
BI@Agilent
ERP Reporting
Custom OBIEE solution for HR and Sales Compensation
Hyperion System 9
Essbase
OBIA 7.9.6.2 - Supply Chain Analytics/Procurement and Spend (In- Progress)
Advanced Planning Command Center (In- Progress)
Major sources – Oracle EBS, SAP, Peoplesoft, Siebel, MatrixOne and several custom applications
Page 5Agilent Siebel Program
04/18/23
BI@Agilent
CRM Reporting
OBIA – Sales (including Channel) , Marketing, Call Center and Service Analytics
Major Sources – Siebel CRM, Oracle ERP and Incentive Compensation
Recent OBIA projects in CRM space –
- Project Neptune 11/08-6/09 - Siebel 8.x & OBIA 7.9.5 - Sales, Marketing, Call Center to Americas
- Project Neptune 2.0 11/09-6/10 - Siebel 8.x & OBIA 7.9.5 - Sales, Marketing, PRM, Call Center to APAC/JPN
- Project Neptune 3.0 11/10-6/11 - Siebel 8.x & OBIA 7.9.5 - Sales, Marketing, PRM, Call Center to EMEA
Page 6Agilent Siebel Program
04/18/23
Problem StatementWhat were we trying to solve?
Sales, Marketing, Channel and Call Center businesses were completely disconnected
Different regions had different tools
No closed loop reporting available
Lots of manually intensive processes
No one view of the customer
How did we solve it?
Automation of data collection and aggregation
Standard enterprise level business processes
Scalable platforms (single CRM global instance)
360 degree view of the customer
Page 7Agilent Siebel Program
04/18/23
Solution Approach
Tool Selection
Siebel CRM, PRM and BI Apps 7.9.5 were chosen
• Siebel was the incumbent CRM solution for Service
• Siebel provided the end to end solution for the Sales, Channel, Call Center and Marketing businesses
• Pre-built Informatica ETL and Subject Areas as part of BI Apps was a very important consideration
Approach
• OOTB Siebel approach was taken as much as possible
• BI OOTB Subject Areas were leveraged in addition to custom built Subject Areas
Page 8Agilent Siebel Program
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Solution Approach – Subject Areas Implemented
Page 9Agilent Siebel Program
04/18/23
Sales/Channel Marketing Call Center Service (existing)
Pipeline Campaign & Event Analysis
Service Request Analysis
Service Orders Analysis
Forecasting Planning & Budgeting
Quote and Order Request
Service Agreements Analysis
Sales Rep Performance (Custom)
Customer Analysis Activity Analysis Hub Analytics (Custom)
Partner Analysis 10+ Segmentation subject areas
Benefits Achieved - Example
Page 10Agilent Siebel Program
04/18/23
Benefits Achieved – Integrated With Siebel CRM
Page 11Agilent Siebel Program
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Benefits Achieved – Integrated Pipeline Reporting
Page 12Agilent Siebel Program
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Benefits Achieved – Segmentation
Page 13Agilent Siebel Program
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Sample Custom Subject Areas
Sales Rep Performance
• Provides comparison of pipeline, quote, forecast and actual
• Data is at a monthly level for each sales rep
• Snapshot data every month
• Historical sales hierarchy as well as current sales hierarchy
• Data from multiple sources
Agilent Customer Summary
• Used for Account and Contact research
• Used to determine active and passive customers
• Contains first and last interactions
• Custom facts at account and contact levels
Page 14Agilent Siebel Program
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Sample Custom Subject Areas
Page 15Agilent Siebel Program
04/18/23
Oracle ERP Siebel CRM Oracle Incentive Compensation
Informatica / PLSQL ETL
EMG, LSG/CAG Support AgreementsEMG Service & Parts Orders
OBIEE+
Sales Performance Subject Area
Sales Performance Subject Area
CRMWarehouse
CRMWarehouse
Assets / Master Data
All Orders Quota
OBIEE+
Customer Summary Subject Area
Customer Summary Subject Area
Customization – Sales Rep Performance SA
Page 16Agilent Siebel Program
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Customization – Agilent Customer Summary
Page 17Agilent Siebel Program
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Lessons Learned
Page 18Agilent Siebel Program
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Do not try to replicate legacy reports in OBIA
• New tool – New philosophy/New Approach
Engage at the executive level in the business
• Do not promote downloads into Excel and email to executives – Encourage the executives to use the dashboards (very important for adoption)
Stagger the OLAP design and development behind OLTP if working on a large project
• Go live at least a few weeks later on OLAP
• Have contingency plans to pull critical reports till then
Lessons Learned
Page 19Agilent Siebel Program
04/18/23
Do not underestimate complexity of the OBIA upgrade
• We did not understand the nuances of the upgrade on the ETL side until much later into the program
Understand the OOTB subject areas in detail before design for customization
Data validation and testing
• Make sure subject matter experts from the business who understand the data are available
Allocate sufficient time for report development after the initial deployment
• Minimum of three months is when the report developers were able to be self sufficient
Lessons Learned
Page 20Agilent Siebel Program
04/18/23
Do not attempt a big bang roll out
• Roll out one (or a few) subject areas at a time• Let power users test and build reports and dashboards
Performance trumps incremental functionality
• Increasing complexity at the expense of performance is not going to work. • Focus on performance from the beginning on the project
04/18/23Page 21Agilent Siebel Program