Transformational Manufacturing Strategy
Traction on Demand – Oct 4th, 2016
Rohan Verma – General Manager, Traction Toronto• Traction Subject Matter Expert for Salesforce manufacturing solutions• 9+ years as Salesforce consultant and founder of BigKite Consulting
• 9 years experience implementing/developing the Salesforce platform
• #6 Rated in the World (76 - 5 Stars AppExchange ratings)
• One of first 100 certified on Salesforce.com
• 900+ customers & 3,000+ projects completed
• HQ in Vancouver, Canada; Offices in Toronto & Montreal
• People on the ground throughout the US: CA, OR, TX, OH, GA
• 230+ Employees - All full time employees
• No outsourcing, no offshoring, no contractors
• Fixed fees whenever possible
• Certified B Corporation
Rohan Verma Managing Director, Toronto• 9+ years as Salesforce consultant and
founder of Forge & BigKite Consulting
1. Replacing analog product and services information into full digital versions available to anyone
Major Forces in the Manufacturing Industry
1. Shrinking of a new technological world that eliminates economic and geographical divisions and opens new markets
1. Enforcement of governmental rules, organizational policies and industry standards related environment, health, safety and trade
1. Efficiently tailoring products and services to accommodate regional or personal preferences
1. Integrating your products through software or hardware to provide additional value to your customers
1. Products evolving to integrated “bundles” of services that provide value through the entire customer experience lifecycle Servitization
Connectivity
Personalization
Regulation
Globalization
Digitization
Value to your customers
Run by data
1. Shift from Product-centric to Customer-centric organizations
2. Keeping up with Evolving Customer Expectations
Perceived as outsider selling inNarrow understanding of value propTransactionalTop down design
Working as an insiderBroad understanding of value propLife-Cycle InteractionsDesigned on the front lines
Product-Centric
# of Customers Served
% of Customer
NeedsSatisfied
Cust
omer
-Cen
tric
Market Share
WalletShare
10 year Investment ReturnsCustomer Centric Leaders: +43%Customer Centric Laggards: -33%
Shift your Thinking Customer
Through Increased Competition Customers Control Buying Process
The way you engage with customers must change
1. Personalized2. Easy3. Efficient
Buying Process has Changed
Systems ofRecord
Manufacturers Invested in Systems of Record• Digitizes operations, not engagement
LogisticsEDW MESERP Demand Planning HR
rely on spreadsheets to track client
data
61%
Source: 2016 Connected Manufacturing Service Report
Systems ofRecord
Manufacturers Need a System of Engagement
LogisticsEDW MESERP Demand Planning HR
want to reimagine service with digital
engagement
87%
Systems ofEngagement MobileCloud Social Data
ScienceInternet of
Things
TRACTION
“They clearly demonstrated expertise in the manufacturing industry as we overcame common CRM
manufacturing hurdles with their pre-built solution in the first meeting. Like many manufacturing organizations experiencing growing pains, our legacy systems had become a hindrance to growth. This solution modernized sales processes by streamlining and organizing the multiple teams in the inquire-to-
order process and reducing pricing errors. Now we’re working on the next phase.” - Elliot Bender, VP Sales & Marketing
Project 1: Quoting Non-existing quoting and custom discounting approval
process
Custom pricing for each customer (>3000 pricebooks)
Significant pricing errors and time & money to resolve
Project 2: Pricing Management Tiered Pricebooks is new process, no way to manage
changes and finding products is difficult
Pricelist generation process is manual, slow and never in time for pricing changes annually
No mobile access to product and prices
Project 3: Customer Service No real-time access to required information to service
customers (where is my product, backlog, credit info, allocations, etc.)
No consolidated knowledge on servicing clients –
difficult onboard/standardize customer experience
Project 1: Quoting Tiered pricebook structure (<300)
Integration for Products and Pricebooks from ERP
SF Quotes, process tailored to construction and Account
Specific Pricing
Approval Process for discounting and special pricing
Project 2: Pricing Management Integrated Pricing Tier Approvals
Conga Merge for beautiful yet complex pricelists for various
situations
Custom SF1 Mobile App for Account Pricing Lookups
Project 3: Customer Service Web Service Integration to ERP for real-time production data,
customer allocations and inventory checks
Enhanced batch integration to provide more details on Orders
Service Console with custom components to tie it all together
Decreased pricing errors by 3 to 5%
Visibility into discounting behaviors and
patterns, standardization/opportunity cost
Standardized process
resulting in a significant increase in sales
efficiency
Customer Success Story
SOLUTIONVALUE
CHALLENGE
LOCATION Brampton, ON
COMPANY SIZE 250+
INDUSTRY Manufacturing
COMPETITOR Microsoft
SOLUTION(S)Sales Cloud, Service Cloud, Knowledge, Integration with ERP
• Senior Sales Rep for Mega Drones covering Southern Ontario
• Trying to meet with one of his customers YNIT – a large distributor
• Difficult to get data• Time consuming and cumbersome to find, extract and summarize
customer data – not mobile
• Difficult to have value add conversations • Without summarized data that clearly shows buying habits and trends
Top Current Day Pains
Lost Up-sell and Cross-sell
Limited Wallet Share Growth
Learning
Meet Bob
End Customer Profiles
• Seldom have a direct relationship with the end customers of your products
• Consolidated end customer profile doesn’t exist • Data to connect the dots difficult to access or doesn’t exist
No Accountability/Relationship
Channel Partner Performance
Difficult to Innovate
Partner Engagement & Success
Low Channel SalesPoor ROI on Channel
Incentives
Successful partners need
• Training + resources / collateral • Joint planning / aligned goals
• Engaged manufacturer / vested in success of partner
• Access to pertinent information• Easy to do business with
Training Resources
Sales Resources
Deal Registration
Lead Distribution
Business Planning MDF’s
Co-ops Rebates Events
VS Management
Summary
• Transformed ERP data into meaningful, digestible and actionable data points for your sales team
• Empowered reps to have value added discussions with both end customers and channel partners
• Built an End User profile that facilitates truly being a customer -centric company through accountability and a relationship
• Deeply engaged channel partners through a personalized, easy and efficient Partner Community
Questions?Rohan Verma – [email protected]
Appendix
Solution – Unlock ‘CRM’ for Mfg
• Unlock ERP Data:
• Experience with many ERP’s and many middleware's
• Account & Product Dashboards provide context sensitive and actionable information
• Complex Relationship Management
• Customers, Channel Partners, End Users, Competitors
• Context Sensitive Dashboards using relationship data
• SF1 Friendly (soon - lightning friendly)
Solution – Sales Planning
• Customer Based Forecasting
• Accurately manage and predict your customers in SF but measure against your ERP data
• Customer White Spacing
• Measure wallet share across product families
• Create a customer plan that’s simple to visualize and improve sales manager coaching
Solution – Complex Pricing & Quoting
SteelBrick: Moderate to Heavy Complexity
• Certified SteelBrick Partner
Forge: Simple to Moderate Complexity
• Customer/Tiered Pricing
• Enforce pricing rules and customer based pricing – reduce pricing errors and speed quoting
• Access pricing for any customer through SF1 product and price finder – no more pricelists to carry
• Quoting
• Recommend upsell and cross -sell products when selecting products during the quoting stage
Solution – Channel Management
• Lead Registration / Lead Distribution
• Expose ERP Data (Orders, Invoices, Product & Pricing, etc.)
• Channel Program Management
• Reimbursement & Rebates (Claims) Management
Community Experts:
• Presenting on stage at DF Dev Zone
• Beautiful community templates exclusively by Traction
Mfg. Channel Management Community:
Stage I
Process & tools lack maturity. The sales environment is not predictable.
Random
Defined
Reportable
Managed
Predictable
Stage II
Most sales processes have been developed and documented. Support tools are available but processes have not been adopted across the organization
Stage III
Sales processes have been thoroughly adopted by the sales team. Formalized aspects of the sales process have been comprehensively implemented.
Stage IV
Sales management relies primarily on quantitative internal data to manage the sales team. Development and publication of leading indicators of sales success.
Stage V
Sales management can sufficiently predict sales performance and understand causality. Sales metrics of success are captured and benchmarked against external sources.
Typical Manufacturers
Sales Process Maturity Framework
Traction’s Customer Community
Traction’s Customer Community
Data as the Lynch Pin
• We are a white label service provider for Data.com
• Preferred implementer of complex data projects for Data.com
• GTM Data Products (Hierarchies app, Data Assessment Tool app)
Experts at implementing data-driven solutions
Marketing CloudWe design & execute compelling data-driven marketing strategies
Sales CloudWe define effective processes to align
Marketing & SalesData Cloud
We know how to leverage data & tech and turn dreams into reality
Service CloudWe use marketing automation to
enable service teams to effectively engage customers
Force.com PlatformWe develop custom solutions
to enhance and tailor our customer’s experience
Community CloudWe create portals to enhance your customer, partner, and
employee engagement
Data – Our Bread and Butter• 4 sessions on Data Governance and Stewardship
at DreamForce ’15• Traction’s Data Practice:
• Integrations/Migrations• Data Governance• MDM• BI/Analytics
Revenue GeneratingValue Add Item
Incr
ease
Sa
les /
Re
peat
Sale
s / P
enet
ratio
n
Addi
tiona
l Ti
me
to S
ell
Effe
ctiv
e Sa
les
Cove
rage
Incr
ease
d De
al S
ize
Incr
ease
dW
in R
ate
Incr
ease
d M
argi
n
Incr
ease
d Re
tent
ion
Time savings – reduced time to gather, prepare and present data
Appropriate sales coverage by market opportunity
Cross Sell/Up Sell
Proactive and prescriptive sales
Proactive & context sensitive service. Better experience Increase visibility to management means faster decision making and guidance
Increased collaborative sales & coaching
Forecasting allows for better demand planning
Predictable sales
Additional marketing data points proactive decision making Lead generation and management creates nurtured and qualified prospects for sales
Value Based on ROI
Cost Reduction / AvoidanceValue Add Item
Prod
uctiv
ity/
Tim
e Sa
ving
s
Redu
ced
Pric
ing
Cost
s
Redu
ced
Cost
s fo
r Sca
ling
/ Ab
ility
to S
cale
Redu
ce T
ime
to V
alue
Productivity: Information as you need it- Reduced time to gather, consolidate and prepare data- Collaboration - Proactive and quick decision making
Error Reduction:- Reduction in pricing and quoting errors- Validation of discounts
Risk Reduction:- Less dependencies on human processes and personally kept info- Visibility into account, product and sales performance
Consistent process (everyone knows what's expected and how to do it)
Easier to deploy new processes and process changes
Easier to onboard new employees
Value based on ROIValue Based on ROI
Typical Challenges Facing Manufacturers
• Legacy Technologies• Legacy systems designed in the 90’s are the backbone of these
customers• Painful and risky to replace• Multiple, unconnected quoting and fulfillment systems (ERP’s)
• Global & More Nimble Competition • Digital disruption and the intro of new nimble competitors
unconstrained by legacy costs and assets• Differentiating product and maintaining brand loyalty
• Digital Disruption & Evolving Customer Expectations• Daily consumer experiences are setting the customer expectations
• Enforcement of Compliance• Government regulations and socially conscious buyers driving
compliance around energy, environment & safety
Process / System Specific Challenges
• Missing Mobile & Connected Data• Missing 360 degree customer and product views
• Inability to Plan & Measure• Margins are impacted by volumes and accurate volume forecasting
and cost estimating• Weak key account management – not evaluating white space to plan
• Complex and Inefficient Pricing & Quoting• Complicated pricing models and contractual agreements• Complex and changing CPQ needs to compete (legacy can’t handle)
• Customer Service Using Obsolete Systems• Using disconnected environments for all they do• Huge time lost just finding the right info
• Minimal Channel Visibility & Engagement• Slow and manual lead sharing/deal registration• No pipe/forecast visibility or collaboration• Under-utilized and unsuccessful channel programs
Summary
• Fast and Easy to Sell• Experienced Manufacturing Expertise – Existing Manufacturing
Customer Base• App level value – but SF benefits from entire license revenue• Packaged offering means reusable collateral, pricing and timelines
• Win-Win• Win for SF: easier and faster to sell – blow your numbers away• Win for Traction: Expand in core industry space
• Source Revenue Strategy• Penetrate existing manufacturing customers• Social selling Business Development• Manufacturing CRM Website • Manufacturing Blog Series • Co-Marketing - Industry focused events – TractionForce 2016
• What is ForgeCRM: • Combination of:
• Integration services to unlock backend ERP data • A package of functionality that replaces manual processes and
mashes up Sales & Service data for high value context sensitive actionable data in SFDC
• We open up Salesforce as an option to manufacturers by plugging the holes it (and all CRM’s) have in their out of box processes
• What ForgeCRM is NOT:• Cloud Based ERP (Root Stock, Kenandy, etc.)• Only an integration to push data – whether ERP specific or not
(Mulesoft, Informatica, Inforce, etc.)•
The ForgeCRM Fit
TRACTION
Salesforce
The ForgeCRM Fit
ERP
Salesforce
Salesforce Out of the Box + AppExchange AppsForgeCRM Functionality
ForgeCRM Data Integration