enabling front office transformation...enabling front office transformation how salesforce and a...
TRANSCRIPT
ENABLING FRONT OFFICE TRANSFORMATION
How Salesforce and a human-centered digital transformation approach accelerated Cognizant’s marketing and salesIn 2015, Cognizant Technology Solutions was at the top of its
game. After a little more than 20 years in business, we had
become a respected global IT and consulting services leader,
growing to more than 200,000 employees with revenue over
$10 billion. Yet rather than celebrating our successes, we
decided to turn our technology and consulting expertise on
ourselves. Cognizant embarked on an ambitious
organizational change program centered on redefining how
and what we delivered to our clients. Why perform such
potentially risky sales surgery on a healthy patient? Because
we saw the rising tide of digital transformation. And like
many companies today, it was clear that what fueled our
past growth would not ensure our future success.
BEGINNING A REVENUE GROWTH
TRANSFORMATION
Revenue Growth is one of the top strategic objectives of
most organizations, and Cognizant is no different. In today’s
environment, meeting revenue objectives is increasingly
challenging. Quickly changing market dynamics, resource
AT A GLANCE
Outcomes:
• 1400 basis point improvement in win rates
within first twelve months of implementation.
• A 30% improvement in pre-qualified
opportunity visibility, enabling substantially
earlier talent supply decisions and better
ongoing management.
• Substantial improvement in accuracy and
consistency of forward-looking revenue
guidance (enabled by signaling forecast
decisions in Salesforce) resulting in a 35%
decrease in manual revenue forecast
adjustments.
• Almost 20% increase in backlog (committed
sales).
CASE STUDY
constraints and the impact of digital on market
opportunities and market threats can all be
factors limiting an organization’s future growth.
For our revenue growth transformation, we
planned to digitally disrupt our market strategy,
and align our sales and marketing functions in a
journey to create significant improvements
driving sustainable and predictable revenue
growth. Leadership quickly focused their
ambitions on those objectives that would have
the highest strategic returns. But as we do with
our clients, we recognized that the true starting
point for our journey would vary greatly
depending upon our current level of maturity.
SETTING OBJECTIVES
So where do you start? For us it made sense to focus on the fundamentals. There was no common language, scorecard, messaging or shared vision around the right business opportunities to take on. And these inconsistent approaches were beginning to make an impact: Without a standardized CRM approach and demand data capture tools, we had little or no transparency in the sales pipeline. Manual revenue adjustments were common, and in some cases we had to restate our forecasts. And poor demand visibility was making it difficult to accurately anticipate staffing needs. The patient was healthy, but it was clear that an intervention would be needed soon to prevent serious issues
in the future.
PREVENTATIVE MEDICINE: THE
CASE FOR CHANGE
Disruptive results come from committing to
transformations in business, operating and
technology models simultaneously, in the context
of delivering exceptional and often surprising
customer value by staying highly relevant to
their needs.
At Cognizant, we recognized that our sales,
marketing and service models were all potential
targets for disruption, and we began our journey
by developing the Cognizant Way to Sell and the
Cognizant Way to Market that set our vision for
service excellence and our behavioral objectives
for sales and marketing effectiveness.
This vision, coupled with the introduction of
cloud based technology platforms for sales and
marketing served as the foundation for a highly
successful journey to increased revenue growth.
COGNIZANT’S REVENUE GROWTH
TRANSFORMATION JOURNEY
Beginning our journey
Cognizant’s Sales and Marketing Excellence
Aligning to strategic intent by operationalizing
a model for revenue growth
Effectiveness“REQUIRED BUSINESS PROCESS INFRASTRUCTURE”
Have world-class operating processes Sales Process Effectiveness & Enablement• Improve win rates, loyalty, deal
size/velocity, funnel management…
• Marketing Process Effectiveness & Enablement
• Improve market awareness, lead gen & nurture, marketing program design and execution
EfficiencyAUTOMATE / OPERATE
Ensure state-of-art revenue infrastructure to• Maintain the agility• Keep Costs aligned with
growth• Take advantage of outsourcing• Take advantage of Sales-Tech
and Mar-Tech
Strategic IntentPURPOSEFUL REVENUE
GROWTH “GO ON OFFENSE”
Be Customer relevant• Evaluate and sell into new
segments and geos• Leverage strategic
partnerships/channels• Innovate new value to market• Innovate service delivery and
economics • Rationalize investment
portfolio(GO ON OFFENSE)• Utilize data driven insights
Strategic value
Maturity
program delivered significant results less than
twelve months after implementation. But what
drove our transformation success? Our journey
mirrors the kind of holistic solution we bring to
our clients, connecting technology expertise with
a change consultation approach that embraces
the human side of digital and applies a
leading-edge approach to managing disruptive
organizational change. Here are the steps that
are powering our continuing transformation.
Rethinking what we do. Creating a compelling
case for change is a critical starting point for any
transformational effort. But how do you make a
truly revolutionary change deliver results? Our
executive sponsor for the initiative supported a
tight alignment between our change messaging
and our current performance measures and
organizational language. We selected Salesforce
as the enabling technology for ‘WinZone’, our
single source for customer relationship
management. Development of WinZone was
managed under a “fail fast” mindset that
encouraged experimentation and innovation.
Reimagining our approach to sales and
marketing. Cognizant introduced a complete
business and technical design to guide our
approach. A new Client Value Framework defined
a single global selling methodology for all
business units globally, leveraging our digital
sales playbooks stored in assetSERV, our digital
asset management solution linked directly to
Recent sales benchmarks show most sales organizations are not generating the top line sales results they were looking for after investing millions of dollars in sales training
CustomerRelevance
Sales Effectiveness
MarketingEffectiveness
ServiceEffectiveness
Transformation Leadership and
enablement
The market strategies, customer experience
and commercialization that ensure a
company’s products or services have a value customers
“cannot live without.”
Winning at each stage of the buying process and ability
to monitor key metrics toÞ
accurately forecast revenues.
Achieving the highest levels of market awareness and
demand generation. Using market insights to influence how the
organization addresses customer
buying habits.
Ensuring customer satisfaction
throughout the customer life-cycle, a critical component of revenue generation
and CLV.
The capability to translate strategy
into action and deliver strategic
business outcomes as a result.
WinZone. This linking includes a “one stop”
search capability within Salesforce. Pipeline data,
pursuit risk assessment, action-oriented digital
call plans and a first-of-its-kind digital integration
of Huthwaite International’s SPIN selling
techniques are available from one search field
linked directly to the opportunity management
process. This creates the clearest possible line of
sight between vision, critical behaviors, key
performance indicators and performance
support resources, integrating best practices in
technology implementation and organizational
change management.
Re-inventing our working framework. How do
you create the right operational conditions for
success? Embed the right behaviors in the
organization through processes, training, tools
and clear performance indicators. Standardized
account planning and streamlined pipeline
tracking processes, methods, and tools helped
create a single, integrated and accurate pipeline
and forecast. Prototyping, piloting and scaling
new ways of working were also critical to our
success. Sales professionals prepare for client
conversations about our very latest digital
offerings and solutions with digital sales assets,
on-demand e-learning programs and both
in-person and virtual training courses.
Realizing tangible results with people . . .
supported by technology and clear
communication. Our digital change enablement
program takes a 360-degree approach to
supporting our teams through the entire
marketing and sales process. Marketing qualified
leads from Salesforce Pardot campaigns are
passed to account teams automatically. Our
vision and goals are reinforced through collection
and sharing of customer feedback on both our
successes and failures. And both sales and
marketing professionals are supported with new
automation and tools supporting internal
processes, development of market insights and
facilitating regular interaction with our clients.
CRITICAL SUCCESS FACTORS AT EACH STAGE OF THE JOURNEY
From new ways of thinking. . .
As part of our 2020 strategy, Cognizant embarked
on a transformation of not only our processes,
but our thinking to better prepare our leaders to
help clients shift to digital and achieve our
targets for profitable growth. From our four
steps below reframing our challenge to focused
activity work streams designed to deliver key
business outcomes, here are some of our steps to
success.
. . . to new ways of doing.
Enabling a marketing and sales transformation.
How did we leverage our digital consulting
capabilities to run better and run different with
Accelerating your path to success
Rethink Reimagine Reinvent Realize
CustomerRelevance
Define KPIs and roadmap aligned to stragegic objectives
Introduce Client Value Framework to align client need and
services
Establish Sector and Account Growth
Plans with clear targets & KPIs
Modernize Service Catalog and
establish regular review cycle
Sales Effectiveness
Define Cognizant way to Sell (CWTS) & select SFDC platform
Establish revenue growth community,
pilot & validate CWTS model and roll-out
globally
Embed Key sales behaviors via Sales Training and Deal
Reviews
Establish compensation
plans aligned to Sales Behaviors & KPIs and monitor
compliance
Marketing Effectiveness
Define Cognizant Way to Market (CWTM) & select Marketing
Automation platform
Mobilze integrated marketing plans & mobilize a shared services campaign
team
Align marketing plans optimize
marketing campaigns, channels
& tactics
Service Effectiveness
Define Cognizant service model
& select service plaform(s)
Pilot & validate multi channel service
model and roll-out globally
Tranformation Leadership
and enablement
Build Vision, objectives, mobilize
governance & delivery workstream
Assure workstream delivery and quality
via regular gate reviews, address
change concerns & needs
Track adoption and complaince, deploy
change interventions to drive desired
behaviors
Track goal achievement and
benefits realization
Salesforce? We started with a comprehensive
marketing and sales transformation, from
defining and automating new best practices to
fully integrating Salesforce and Pardot with
existing systems. We ensured tight alignment
organizationally between our vision, success
metrics and strategic objectives. The result was a
global Growth Community committed,
empowered and supported to improve revenue
pipeline, implement a modern digital marketing
organization. The Cognizant Way to Sell and
Market automated with Salesforce drove tangible
results, including a 1400 basis point improvement
in win rates as we enabled ROI-based reporting
for marketing campaigns.
Building a new platform for revenue growth.
Cognizant validated our new Salesforce platform
and created the blueprint for success by creating
a common language, scorecard and messaging to
all sales and marketing professionals. Our change
network and digital change tools helped embed
new behaviors, allowing our ‘start small, scale
fast’ pilot-to-enterprise expansion model to
rapidly expand our new CRM solution into the
single source of sales and marketing tracking for
Cognizant. Establishing this network helped us
bypass the typical reluctance sales teams have to
spend discretionary effort and time on
non-revenue producing activities. Baseline
metrics and scorecards tracking our progress
against agreed success measures continued our
momentum, and we established a consistent
client value framework to inform client-facing
communications.
Creating a Salesforce delivery factory. How do
you move from initial pilot to completion in 9
months over 4 rollout waves, covering 7 business
units, 20 horizontal teams and almost 7000
users? By building an exceptional capability to
build, test and implement cloud solutions like
Salesforce in enterprise settings. Our center of
excellence has developed and delivered 10+
releases of new capabilities, each of which
powered additional revenue and pipeline
performance gains.
Coaching teams from change impact to
organizational readiness. Our “Early and often”
training approach integrating digital classroom
and self-help resources, including WalkMe© and
video-based learning, set expectations for human
performance early and eliminated the need for
an expansive training team. We found that sales
training - not just sales tools – are the key to
accelerate behavior and process changes.
Support after initial training was scalable and
shared with existing operations teams while
remaining relevant and concise to users. Change
network and stakeholder feedback groups
ensured a virtuous cycle of customer feedback
and platform improvements.
• Align vision & metrics of transformation to strategic objectives• Create a compelling case for change around which to align stakeholders
RETHINK
• Develop a common language, scorecard and messaging• Be sure there’s clarity and brevity on “what’s truly different”• Establish an optimal business and technical design to fulfill the vision• Ensure the future operating model is feasibleREIMAGINE
• Create the right conditions to focus the organizations for success• Define, promote and scale what “great” looks like• Modernize the technology backbone• Prototype, pilot and scale new ways of workingRECREATE
• Build a fully integrated “change network” to drive impact• Teach and coach what you expect• Integrate sales methodologies with process, tools & recognition
REALIZE
Transformation leadership and enablement.
Leadership is critical to any transformative
initiative, and our sales and marketing leadership
stepped up to energize global stakeholders
around a compelling case for change and
established rapid transformation frameworks to
drive adoption. We committed to a global sales
platform built on digital design principles to
enable future scaling, increased compliance, and
digital training initiatives. Business unit teams
established and maintained a governance
framework enabled by cadenced health checks,
advanced analytics, and business transformation
teams to execute on continuous improvement
initiatives.
Integrating acquisitions effectively to ensure
success from day one. Growing organizations
like Cognizant acquire new talent on a regular
basis. Our people-first, process-led acquisition
approach set clear expectations and supported
ongoing success for our new colleagues using a
number of change support tools. From 24-hour
800-number help centers to joint planning and
communications sessions, new sales and
marketing professionals enjoyed a hands-on,
playbook-driven approach to migrating from
their legacy systems into Salesforce and receiving
the training they needed to excel.
Digital innovation and change management.
Stakeholder interviews and change impact
assessments revealed the need for a diverse
time-zone, learning style and availability-agnostic
approach to digital change management. Our
multi-tool approach led to over 20% improvement
in compliance once we fully leveraged two-way
mobile first, interactive methods such as
Salesforce Chatter, Vyn (mobile video) and
WalkMe online learning tools to support digital
communication, digital leader engagement, and
video-based online training programs. Change
checkpoints were integrated into the CRM
platform from day one,
Continuing post-implementation momentum
and simplification. Cognizant’s digital agile
project management approach has supported
more than ten new releases to the Salesforce
platform, introducing over 200-user requested
process and system changes over a two year
period. A maturing Sales and Marketing
Operations function continues to accept
transformative processes as business-as-usual
support functions as the platform and overall
program continue to evolve. To continue to
monitor and manage change, KPIs with leading
and lagging metrics / indicators were established
to measure success, with sales teams in
development to build a sense of ongoing
ownership. Over time, we continued to encourage
adoption by making our Salesforce platform the
single source of sales tools, training and other
performance-assisting assets tied directly to
sales processes.
ENABLING SUCCESS THROUGH
DIGITAL INNOVATION
Tools from science fiction, results at the
bottom line
Cognizant’s close partnership, depth of expertise
and experience with Salesforce.com made it the
clear choice for our own CRM environment.
Opportunities are tracked through the entire
five-stage sales lifecycle in WinZone, supported
by a robust digital adoption ecosystem. The
results we achieved are what we aspire to with
every Digital Transformation client we serve:
Step-change, transformative improvements in
strategic focus, efficiency and effectiveness.
We united seven business units and fourteen
product offering teams with a common sales
language, process and pipeline. We significantly
enhanced collaboration, transparency and our
ability to identify and strategically manage key
accounts. Integration with PeopleSoft and early
visibility of opportunities provided effective
signaling to recruiting and training, increasing
our agility and ability to serve clients. And our
consultative digital change enablement approach
Real-life experience in digitally transforming
sales and marketing capabilities – not only
for our clients, but for ourselves
enabled our first global deployment over five
months earlier than the originally committed
deadline.
Cognizant has revolutionized the entire way we
sell, from the language we use to the clients we
engage. Our sales teams have not only helped
our clients implement digital solutions, but also
reinvented themselves as truly digital
organizations. And the digital ecosystem
connecting and supporting our revenue growth
transformation continues to evolve
Using digital innovation to support
human change
Cognizant has embraced the perspective that
digital innovation enables human imagination,
unlocking the best we can offer and facilitating
learning change and growth. Here are just a few
of the applications of digital technologies we
used to accelerate adoption of the key behaviors
powering our revenue growth transformation.
Chatter. Salesforce’s own digital collaboration
environment is a cornerstone of communication
and collaboration within our sales and marketing
community, providing a platform for groups to
collaborate on everything from sales
opportunities to working smarter with WinZone.
Mobile apps. The Salesforce app and Vyn by Human Learning are field tools used daily to record contacts, track proposal development, record coaching or client meeting report videos, and more.
Micro videos and virtual training. A robust blend of continuously updated self-service and instructor lead training provide everything from ’just enough, just in time’ refreshers to comprehensive workshops on the latest reporting, marketing automation, opportunity tracking and customer contact features.
WalkMe. This digital helper guides Salesforce users step-by-step through complex tasks, eliminating the need to carry reference guides or other job aids and ensuring sales professionals can quickly get back to doing what they do best.
Come innovate with us
Cognizant’s approach enables your company to go beyond tools and technology and helps you bring about a complete transformation in the ability to grow revenues in a predictable and sustainable manner. Contact us today and let us tell you about our end to end transformation capability to envision, enable and manage your revenue growth transformation, from strategy through execution.
Sales teams can collaborate on documents, ask for
assistance or information, do research and share best practices using Salesforce Chatter and the Salesforce
mobile app
Just-in-time performance support is
available in WinZone using WalkMe, a
browser-based change enablement tool
Sales teams receive in-person, virtual and
video based training and are supported by a dedicated help desk
available by phone or through Chatter.
Smart video notes provide a mobile
coaching, meeting note capture, and knowledge sharing
platform.
ABOUT COGNIZANT
Cognizant (Nasdaq-100: CTSH) is one of the world’s leading professional services companies, transforming clients’ business, operating and technology models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more innovative and efficient businesses. Headquartered in the U.S., Cognizant is ranked 195 on the Fortune 500 and is consistently listed among the most admired companies in the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.
World Headquarters
500 Frank W. Burr Blvd.Teaneck, NJ 07666 USAPhone: +1 201 801 0233Fax: +1 201 801 0243Toll Free: +1 888 937 3277
European Headquarters
1 Kingdom Street Paddington Central London W2 6BD EnglandPhone: +44 (0) 20 7297 7600 Fax: +44 (0) 20 7121 0102
India Operations Headquarters
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© Copyright 2018, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.
LEARN MORE
For more information about how we can help you begin your disruptive digital revenue growth transformations, contact us at [email protected]