Driving Adoption Across the Social EnterpriseDriving Adoption Across the Social EnterpriseLarge EnterpriseKevin Leighton, HP, Vice President, Sales Process & Capabilities, Sales Operations
Lynn Mickleburgh, Adobe, Senior Director, Lead to Order Transformation
Amee Cooper, VMware, Senior Manager, Adoption, Change Management, Training
Heather Wintermantel, salesforce.com, Customer Success Director
Scott Carruth, salesforce.com, Customer Success Director
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Kickoff
Session Objective Share “Best Practices” & different ways to plan, drive, accelerate & sustain adoption in
order to help you realize your companies’ expected business benefits & adoption
goals
Introductions Kevin Leighton – HP, Vice President, Sales Process & Capabilities, Sales Operations
Lynn Mickleburgh – Adobe, Senior Director, Lead to Order Transformation
Amee Cooper – VMware, Senior Manager, Adoption, Change Management, Training
Agenda
Change Journey Overview – 5 minutes
Customer Adoption Stories – 25 Minutes
Panel Discussion & Q&A – 15 Minutes
Wrap Up – 10 minutes
The Journey… Change is a Process, Not an Event
Denial Fear
Frustration
Bu
siness P
erform
ance
Time
Go-Live
Valley of Despair
Managed Change = Value Realization
Unmanaged Change = Unpredictable
Outcomes
Skepticism
Willingness to Accept
Ownership
Awareness
Buy-In
Understanding
Kevin LeightonKevin Leighton
Vice President, Sales Process &
Capabilities, Sales Operations
Linked In: kleighton
Twitter: @k_leighton
Vice President, Sales Process &
Capabilities, Sales Operations
Linked In: kleighton
Twitter: @k_leighton
About HP
• Fortune 10 – U.S.
• Fortune 31 – Global
• Operating in ~170 countries
• Over 300,000 employees
• 177,000 partners worldwide
• #1 or #2 in most markets
Salesforce footprint
• Initial deployment: May 2012; Users to date: >12,000
• Total deployment: ~35,000 Sales; ~300,000 Partners
• Chatter Rollout tied to corporate “OneHP” initiative
Drive improved customer experience, sales productivity, and management visibility
HP’s Burning Platform
All customers…
…through all channels…
…enabled by best-in-class processes and
tools…
…throughout the sales lifecycle…
…with the intelligence needed to manage the
business.
Customers
Sales Compensation
Marketing
Sales Management Dashboard
Service &Support
Quote to Cash
Partners
Online Sales Reps
HP Sales Platform(Global, standardized processes)CRM PRM
FinancialClaims
Sales
HP’s Adoption StoryChallenges
• Multiple Business Groups – highly individualized: different technology, different processes, different organization structures
• Low adoption of existing CRM tools• Cultural change – move away from comfort zone• New roles and skills – ramp of team• Move to the cloud – rapid implementation mode
Approach• Prove what you built is relevant and that we are achieving the
expected ROI – business value and tracking metrics• 4 step approach - Did we build the right solution? Did we deploy to
the right people? Are they using it? Are they deriving the business value?
• Sales Rep at the center• Quarterly release cycle – moving at a very fast pace• Alignment and commonality of processes• User Adoption dashboards…reports were being distributed to “report”
on adoption rather than viewing dashboards real-time
Lessons Learned1. Engage & align Executives – It’s
key to success2. Align success metrics to business
value drivers3. Establish ownership and
accountability by managing to the metrics
4. Don’t underestimate the cultural shift of becoming “social”. The shift from email to chatter for collaboration is huge
5. Define a training plan that enables all impacted stakeholder groups
6. Be sure to identify & communicate what’s changing and WIIFM?
7. Provide a feedback & input mechanism “Voice of the Customer/User”
Lynn MickleburghLynn Mickleburgh
Senior Director
Lead to Order Transformation
Linked In: lynnmickleburgh
Senior Director
Lead to Order Transformation
Linked In: lynnmickleburgh
About Adobe
Salesforce Footprint
Salesforce.com customer since 2004.
Multiple salesforce.com instances due to acquisitions
Phase 1 PRM – July, 2010
Phase 1 Sales – July, 2011
Phase 2 Sales – January, 2012
# of users: approx 10K
Licenses 3,400 Sales Cloud 21,000 Partner Portal 5,000 Chatter Only
Adobe is the leading provider of solutions to create, deliver and optimize digital experiences through content authoring, online marketing optimization and customer experience management.Corporate Profile Founded in 1982
More than $4.2 billion in revenue in FY11
More than 10,000 employees in 39 countries
History of pioneering new markets: desktop publishing, electronic documents, interactive media and digital marketing
Adobe’s Burning PlatformVision, Goals, Objectives
Single, scalable, cost-effective, end to end process
that supports cross-selling:
• Optimize marketing spend
• Improve sales productivity
• Increase back office efficiency
• Improves Enterprise customer purchase
experience
Key Business Capabilities
• Single global CRM system to support all
enterprise products/customers
• Consolidate lead and opportunity management
• Integrate with quoting and contracting, approvals
workflow and order capture
Adobe’s Adoption StoryChallenges
• Multiple systems and processes growing through acquisitions• Complex business models and product/pricing strategies, requiring
complex configuration/rules• Multiple “customer master” data sources resulting in data duplication • Disparate reporting & analytics • Regional & cultural differences result in varying adoption levels • Corporate culture collaborative and silo’d groups
Approach• Major releases shifting to more frequent point releases for easier
adoption of process and tools.• Increased emphasis on change agent community through evolution of
project • Established tighter R&R definition, Improved executive sponsorship &
accountability (via working sessions, ASD event (acc sol design))• Defined & tracked user adoption metrics/KPIs
Lessons Learned1.Manage executive & user
expectations2.Establish solid alignment on target
state 3.Ensure business processes are
defined with clear process ownership & accountability
4.Define effective usage KPIs 5.Over-communicate and over-
engage6.Good BCM plan is really important
but execution of the plan is essential
7.Obtain executive support for effective training plan and ensuring follow-thru execution
Amee CooperAmee Cooper
Senior Manager
Field Automation & Services
Adoption, Change Management & Training
Linked In: amee-cooper
Twitter: @AmeeCooper
Senior Manager
Field Automation & Services
Adoption, Change Management & Training
Linked In: amee-cooper
Twitter: @AmeeCooper
All about
2009 2010 2011
for Partners
Corporate Profile
Enabling Business Transformation
through IT Transformation. The
Global Leader in virtualization and
cloud infrastructure solutions.
Over 400,000 customers and
55,000 partners
$3.77 billion in 2011 revenue
Salesforce.com Footprint
PRM deployment 2009
– 22,000+ Partners, 2,000+
Internal Users
SFA deployment 2010
– Internal Users grow to 4,500+
Services deployment 2011
– Internal Users grow to 7,000+
Today
– 55,000+ Partners– 7,500+ Internal Users
About VMware
VMware’s Burning PlatformC
us
tom
er
Op
erat
ion
s
Channels & Alliances
Field Sales: APJ
Field Sales: AMER
Field Sales: EMEA
Sales Operations
GSS
Renewals
Marketing
Emerging Products
Strategy & Enablement
Vision
Streamlined, easy to use, customer focused
application for all Customer Operations teams
Goals and Objectives
• Align with Leadership business strategy to
continue to provide high value and usage
• Promote collaboration between teams
• Streamline enhancement process and
release cycle
• Single view of Customers for upsell, cross-
sell, and improved customer experience
• Provide one-stop-shop for users, increasing
adoption, integrating 3rd party applications
Enhancement Requests
Prioritization
Deployment
Change Management /
Support
Salesforce.com
Steering Committee
VMware’s Adoption Story
Challenges• Needed a solution that supported VMware‘s exponential growth and
continued evolution of business processes and needs• Partner, Field, Support teams all with critical business enhancements
and updates to continue utilization to the maximum and beyond…
Approach• Keep the momentum going!• Focus and align with Leadership business vision and goals• Create a Strategy to enhance all 3 Cloud deployments• Continue to drive collaboration within and between the 3 Clouds• Leverage lessons learned from Cloud deployments in roadmap
releases, ensuring clear communications and training for Users, increasing use
Lessons Learned1.Congratulate each other2.Create a new vision with
leadership, aligning with their strategy
3.Solidify key partnerships (IT, Business, Automation, Enablement)
4.Keep super user groups going and active
5.Communicate regularly with all users
6.Constantly fine tune Change management strategy
7.Look for ways to continue to improve user adoption
Kevin LeightonKevin Leighton
Vice PresidentSales Operations
Sales Process & Capabilities
Linked In: kleightonTwitter: @k_leighton
Lynn MickleburghLynn Mickleburgh
Senior DirectorFinance Operations
Lead to Order Transformation
Linked In: lynnmickleburgh
Amee CooperAmee Cooper
Senior ManagerField Automation & Services
Adoption, Change Management & Training
Linked In: amee-cooperTwitter: @ameecooper
Adoption – Critical Success Factors
Define Vision & Strategy
Assess Change
Build Change Team
Communicate & Engage
Train & Support
Measure Results
Reinforce & Sustain
Wrap Up
1. What is one key take-away that you’ve learned today?
2. Additional Questions – Post your follow-up questions in the session chatter
3. Materials
4. Closing Thoughts….
Related SessionsRelated Sessions – Adoption Date/TimeWinning: Tips and Tricks for Increasing User Adoption Tuesday, 9/18 @ 2pm
Slashing The High Cost of Low Salesforce Adoption with Gamification Wednesday, 9/19 @ 1:30pm
How to Drive and Measure Success Through Business Value Metrics Thursday, 9/20 @ 2pm
10 Proven Adoption Tactics: What's In It For Me? Thursday, 9/20 @ 4pm
Training and Support for Success Friday, 9/21 @ 9am
Global Deployments: Tips, Tricks, and Best Practices Friday, 9/21 @ 10am
Related Sessions – HP Date/TimeFrom the Garage to the Cloud – Driving the HP Sales Transformation Wednesday, 9/19 @ 1:30pm
Sales Cloud: Every Sales Process is Different-What the Top Ones Have in Common Wednesday, 9/19 @ 3pm
What is your Enterprise Collaboration Strategy? Thursday, 9/20 @ 9am
The Evolution of a Large Enterprise Center Of Excellence Thursday, 9/20 @ 11:15am
Retail Customer Service: Meeting the Demands of Today's Social Enterprise Thursday, 9/20 @ 1:30pm
Your Playbook for a Global Social Media Strategy Friday, 9/21 @ 8:30am
Supporting Salesforce in a Global Enterprise Friday, 9/21 @ 11:30am