Competitive Advantage in High-Tech Manufacturing Through Flexibility & Visibility

Track: High-Tech

Mark Silber, IT System Architect, Qualcomm

Evan Randall, Manager, Strategic Sales Program, Spansion

EJ Tavella, VP Solutions, Steelwedge

Mandar Parikh, Sr. Manager, Product Strategy, Salesforce.com

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High Tech Firms Have Standardized on Salesforce

~500 Subscribers~1,000 Subscribers

~70 Subscribers~100 Subscribers

~800 Subscribers

~275 Subscribers

~45 Subscribers

~1500 Subscribers

~80 Subscribers

~150 Subscribers

~450 Subscribers

~125 Subscribers

~350 Subscribers ~230 Subscribers~400 Subscribers

~890 Subscribers

~40,000 Subscribers~14,000 Subscribers ~7,600 Subscribers ~1,600 Subscribers

Why are High Tech companies coming to Salesforce?

Flexibility to support rapidly changing strategies Support new business models and operations Rapid reconfiguration and deployment

Loved by the sales team Easy to use, any time, any where access High quality service with processes that meet company needs

Leveraging visibility into customer demand True field sales and pipeline visibility Drive innovation and resource allocation to shifting needs

Mark Silber

IT Systems Architect

msilber@qualcomm.com

6

Background

Qualcomm Incorporated is a leader in developing and delivering innovative digital wireless communications products and services based on CDMA and other advanced technologies. Headquartered in San Diego, California, Qualcomm is included in the S&P 500 Index and is a 2007 FORTUNE 500® company.

• INDUSTRY: High Tech

• EMPLOYEES: 11,000+

• GEOGRAPHY: Global

• # USERS: 890

• PRODUCT(S) USED: SFA, Service & Support, Customer Portal, Custom

Applications, AppExchange Applications

Numerous divisions – QUALCOMM Internet Services (QIS), QUALCOMM Enterprise Services (QES), MediaFLO, QUALCOMM CDMA Technologies (QCT), nPhase, QUALCOMM Government Technologies (QGOV)

Unique business and CRM requirements across divisions and departments

Three instances of large on-premise CRM applications and three instances of Clarify

Background

Not able to respond quickly to business changes with existing on-premise solution and externally facing support portal: 8-12 week release cycle

Wanted a faster, lighter CRM solution with more flexibility to automate time-intensive manual processes

Provide better self-service capability to our customers

High total cost of ownership for ongoing sustainment and low return on investment

Divisions used CRM because they “had to” not because they “wanted to”

Business Challenges

Reduce required CRM support infrastructure needed to support numerous on-premise CRM systems (40+ servers, 17 Virtual Servers, 11 databases)

Avoid monthly downtime for mandatory server patches

Costly replacement of unsupported hardware

Difficult and expensive to upgrade to current versions of on-premise CRM system

Performance challenges with remote access and global locations

Too many systems

Technology Challenges

The Solution – Flexibility

Incrementally deployed Salesforce across business units while proving viability and value Implemented for new “start-up” division to

automate service & support (MediaFLO – 2005)

Deployed Salesforce in 23 days (55 users) for first

SFA and marketing group in QES Construction

Equipment

Extremely successful track record and ease of

use drives adoption and desire to leverage

Salesforce for other business process automation

Lightweight & Customizable Quickly react to changing business requirements

Eliminated performance and stability issues with

existing on-premise CRM systems

Products implemented: SFA, SSS, Customer Portal, Call Center Edition

# Users: 890 Training: Developed in

house Business Units: MediaFLO,

QFT, QES, QIS QChat, QIS BREW

DEPLOYMENT DETAILS

The Solution – Consolidation & Enforcement

Before Too many systems, manual processes,

scattered information, “dirty” and inconsistent data

After Consolidated data-gathering and reporting

across customers Extensive validation rules and tailored screens

drive “clean” data On-screen data quality indicators and data

quality dashboards Single system to view and maintain key

customer information leveraging TIBCO integration to other business systems

The Solution – 360 Degree Customer View

Numerous Account related custom objects to track key customer information Call Reports, Strategic Account Profiles, Competitive Threats, Messaging

Invoices, Shipments, Contracted Products & Services, 3rd Party Contracted Products & Services, NMC Accounts & Support Alerts

More planned!

Some custom objects have additional custom objects to capture even

more detail (i.e., Strategic Account Profiles, Call Reports) Unique screens by Account type – T&L Strategic versus T&L District

versus Construction Equipment

Strategic Account Profile Completed yearly – previous CRM solution

only had capability to capture one profile – not as detailed and no way to review previous years

Additional custom objects capture key details

Available “real-time” Cognos report produces specific format with 7+ pages of detail

The Solution – Sales Visibility

How is Salesforce used? Opportunity and pipeline management across product

lines

Comprehensive and targeted campaigns

Single system to review key customer information

Mobile device access and Outlook integration for Account Managers and Customer Service Reps

Call Reports and Strategic Account Profiles Strategic Account Profile by year Call Reports capture detailed site visits

Executive and Region Dashboards Established easy-to-use metrics, including “at-a-

glance” usage and adoption dashboards

System Integration Messaging Invoices Shipments Additional Oracle ERP integrations

Service and Support & Customer Portal in QIS for QChat and BREW

Service and support, sales force automation, marketing, custom applications for QES

Integration with internal business systems, Cognos and planned integration with Oracle ERP

Migrated 130,000+ cases, and 100,000+ misc. records including activities and attachments

Recent Deployment History

23 days for QES CE, 55 users (1 analyst)2 weeks for QChat Service and Support with TIBCO integration (70 users)1 week for QChat Customer Portal (1 analyst)4 months for remaining QES - SFA, SSS, Custom Apps, TIBCO integration (200+ users)2 months for QIS BREW - SSS (200 users) & Customer Portal (1,500+ users)

Solution Summary

High user and customer satisfaction and adoption

Replaced 2 of the 3 large on-premise CRM systems

Aligned with strategic objectives

Each division has their own instance of Salesforce

Desire by the businesses to leverage additional features and take advantage of the flexibility and speed to implement to deploy additional functionality

Changed the perception of CRM from “have to use” to “want to use”

Results

Management buy-in – before AND after deployment

Ability to respond quickly to changing business requirements

Customization and configuration capabilities enable rapid deployment

Ease of use drives high adoption rate

Doing it right the first time drives credibility

Take advantage of new features and functionality introduced by Salesforce to improve and enhance existing new and implementations

Key Success Factors

Evan Randall

Manager, Strategic Sales Program

evan.randall@spansion.com

EJ Tavella

VP Solutions

ej@steelwedge.com

Spansion Background

Background $3 billion High-Tech Semiconductor Manufacturer

Largest Manufacturer Dedicated to NOR Flash Memory Worldwide

Customer segments: Automotive, Consumer Electronics, Wireless

Direct sales and distribution channels

~8,900+ Employees Worldwide

1000’s of Distributors and Customers Worldwide

10,000+ Part Numbers

2 Semiconductor Fab Locations & 4 Final Assembly Facilities

S&OP and Sales Forecasting Issues…

“Real-time” customer information not available Missing salesforce.com design-win opportunities

Missing SAP Revenue, backlog, history

Data analysis and modeling

Current system lacks flexibility & scalability Manual entry and reconciliation

Internally developed – hard coded

“Web intended vs. Web enabled”

Data integrity & latency concerns Lack of timely data drives inaccurate plans and assumptions

Multiple touch points: Customer, Rep Firms, Sales, BUs, Ops, Finance

Static pricing information

The Solution – Design Win Opportunities

How is Salesforce used? Streamlined opportunity, pipeline

management for all design opportunities

across product lines

Single system to coordinate sales team

activity logs

Call Reports and Weekly Review Calls Call Reports capture detailed site visits

Review dashboards real-time with mgmt

on weekly calls

Executive and Region Dashboards Established easy-to-use metrics,

including “at-a-glance” usage and

adoption dashboards

Steelwedge: Systematically manage sales

forecast and marketing plan

Capturing assumptions, events and exceptions.

Performance reporting integrated out of the box

Benefits: Simple “no training” tool for

sales

Increase forecast accuracy & ASP Visibility

Visibility to exceptions

The Solution – Sales Forecasting

Spansion Solution

SFDC Contributing Elements Opportunities Pipeline Tracking Design Win Commission Tracking Spansion Sales Pipeline Sales Process Dashboards

SAP Contributing Elements Actuals BBB Data Historical Data Inventory

SW Contributing Elements

Sales Pipeline Bridge Links sales opportunities from AppExchange to drive operations plan

Enterprise-Enabled Excel Simple online & off-line sales input and collaborative planning tool

Multi Level Planning Tops down, Bottoms Up, Middle out, across units, revenue & margin

Performance Mgmt Dashboards comparing actuals versus plan, using plan of record

Integrated Planning Platform for integrated Sales & Operations Planning (S&OP)

Email-enabled Workflow Scheduled and exception based emails to engage distributed users

Cycle time down from 10 weeks to 3 weeks

Real Time Data vs. Manual Data

Bottoms Up Account Planning

Tops Down Market Planning

Performance Analytics

How Does Steelwedge Work?

Executive Management

Product Management/ Marketing

FinanceOperationsSales

Executive Performance ReviewSales Planning Process

Record Plan of Record

Open up planning template

Review, Edit & Approve Plans

Submit New Plan: Record reasons; Trigger

action/process

Update Plan or Scenario

Opportunity Pipeline

Single Item Forecast Update Template

Drill Down links to Opportunity Details

Benefits

70% reduction of forecast process support time Elimination of spreadsheet maintenance & manual data entry Creation of a single forecast data repository

Improvement to Sales productivity Reduced time spent by Sales entering forecast data Less time spent gathering supporting data & reports

Optimize revenue and reduce cost Improved margin and ASP analysis capabilities Reduce excess & obsolete inventory with better detailed mix

Scalable tool that can meet global requirements Alignment with operations requirements

Mark Silber

IT System Architect

QUESTION & ANSWER SESSION

Evan Randall

Manager, Strategic Sales

EJ Tavella

VP Solutions

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