Andrew LeighDirector, Integration Product Marketing,

salesforce.com

Demystifying ERP IntegrationTake Your CRM Implementation to the Next Level

Robert BallActivant Solutions Integration Lead

Randy BergerSiemens, Process Development Manager

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Thousands of Customers Integrate with Salesforce Every Day Now Serving Over 1 Billion API Integration transactions per Month

Most Common is ERP Integration!

ERP Applications Are Often the First Installed

Why First?

•General Ledger

•Operational Efficiencies

•Compliance

•Financial Accountability

What is installed?

•Client Server

•Smaller Set of Users

•Rigid Processes

•Highly Customized

ERP

“Applications will be delivered as services, and vendors that are not delivering applications as services that can be composed and decomposed according to your business needs will go away.”

Charles Abrams, Research director, Gartner Inc.

InfoUSACustomer and Product Master

and real-time IP telephony30 days Cast Iron

Heald CollegeStudent recruitment using Oracle

BPEL Mgr8 weeks Oracle BPEL

Salesforce.com Customer and Product master 8 weeks Salesforce

ADPCustomer Master, Order Master,

Over 30 Applications12 Weeks Salesforce

Adesa 360 Degree Customer View 12 Weeks Scribe

Borland 360 Degree Customer View 8 weeks

SPSS Customer and Account Master 10 days Cast Iron

Destination Process ImplementationCustomer Partner

Proven Success with OracleJust a few of the Oracle customers that have implemented Salesforce

Partner

MagmaAccount and Customer Master

5 days Cast Iron

Symbol TechnologiesForecasting and order management

16 Weeks Salesforce

LittlefuseCustomer and Product master

12 Weeks Salesforce

EskerCustomer and Product Master

12 Weeks

Open Text Order Management 5 days Cast Iron

Destination Process ImplementationCustomer

Proven Integration Success for SAP Customers

After three years, integrating Siebel with SAP was still something we dreamed about we just couldn't make it work. With Apex, we managed to complete our integration project in 90 days"

Jean-michel Berard, Esker Software Snap

Salesforce

Why Integrate My ERP Data with the Rest of the Company?

InvoicesProductsOrdersPricing

ShippingSales

Call Center

Marketing

ERP

Effective Segmentation

Accurate Forecasting

Customer Retention

“Integrated front and backend processes focus the enterprise on customer demand” Find Quote, Gartner Inc.

Where to Start? Let the Process Drive the Requirements Oracle eBusiness Suite Example

Customer Master

Product Master

Pricing Master

Invoicing/Billing Master

Order Master

: Five paths to integration successA comprehensive family of technologies built on top of the Force.com Web Services API

Mash-ups from AppExchange

Native Desktop

Connectors

Integration Middleware Connectors

Developer Toolkits

Native ERP Connectors

1 2 3 4 5

Mash-ups from AppExchange

Native Desktop

Connectors

Integration Middleware Connectors

Developer Toolkits

Native ERP Connectors

1 2 3

: Three paths to ERP integration success

A comprehensive family of technologies built on top of the Forece.com Web Services API

Out of the Box ConnectivityProvides out of the box connectivity to Oracle e-Business Suite 11i (through JDBC) or SAP BABIs

Packaged Transformations and Integration FlowsPre-build XSL transformations and Business Flows for Customer Master records (mapping Salesforce Accounts and Oracle and SAP Customer Records

Cross Reference ManagementProvides capability to cross-reference the Salesforce Account ID and the Oracle and SAP internal identifiers.

Monitoring ConsoleIntuitive and familiar interface for managing and monitoring integration processes.

1

2

3

4

Out of the box solution for integrating Salesforce.com and Oracle e-Business Suite 11i and

SAP r3

Out of the box solution for integrating Salesforce.com and Oracle e-Business Suite 11i and

SAP r3

1 2

3

4

1. Force.com Connect for Oracle 11i and SAP r3

1

• Force.com Connect for Oracle 11i example Packaged Transformations

Bi-directional mappings and transformations

Maps to both, the TCA Party and Account layer in the Oracle Trading Community Architecture

Activant – Increased Sales Productivity with Integration to Oracle 11iForce.com Connect for Oracle 11i and Fusion Middleware

ChallengeChallenge

Saddled with inconsistent view of

customers across multiple applications

Wanted to ensure customer profile data

is the same across systems

Sought to increase sales productivity by

providing critical customer data to sales

teams through a single interface

Poor business visibility and disparate

CRM and other enterprise systems

resulted in low productivity

Saddled with inconsistent view of

customers across multiple applications

Wanted to ensure customer profile data

is the same across systems

Sought to increase sales productivity by

providing critical customer data to sales

teams through a single interface

Poor business visibility and disparate

CRM and other enterprise systems

resulted in low productivity

SolutionSolution ResultsResults

Used Force.com Connect for Oracle 11i, a native connector from Salesforce, to synchronize customers across systems

Customer master integration will serve as the springboard for process integration via Oracle Fusion BPEL manager

Next phases: Contacts Web Portal Install Base Items, Pricing Order Entry

Used Force.com Connect for Oracle 11i, a native connector from Salesforce, to synchronize customers across systems

Customer master integration will serve as the springboard for process integration via Oracle Fusion BPEL manager

Next phases: Contacts Web Portal Install Base Items, Pricing Order Entry

Higher sales productivity

Sales can now access critical ERP data via

Salesforce

Reduced time per sales call

Synchronized Customer Master across

front and back office

Solution installed in minimal time under

budget.

Higher quality data, better communication

between Sales and Finance departments

Higher sales productivity

Sales can now access critical ERP data via

Salesforce

Reduced time per sales call

Synchronized Customer Master across

front and back office

Solution installed in minimal time under

budget.

Higher quality data, better communication

between Sales and Finance departments

Salesforce Oracle 11i

Activant – Who are we

Systems IntegratorLeading provider of POS/ERP solutions for medium sized businesses in 4 vertical markets: Hardware Stores, Auto Parts, Lumber/Building, Wholesale Distribution. Revenue = $500 million/year. Aprox 400 sales reps.

Complete Solutions ProviderIntegrate the hardware, OS, database, apps software, connectivity, content, and services to be the “IT Department” for our customers.

Steep Growth CurveSeveral acquisitions per year ($50 million - $200 million companies).

Most Sales to Existing CustomersOver 2/3rds of sales revenue comes from existing customers. Aprox. 2/3rds of total revenue comes from recurring fees (license, content subscription & services).

Activant Solutions Inc. – Livermore, CAActivant Solutions Inc. – Livermore, CA

Activant – ERP Integration Challenge Faced

Business ChallengesBusiness Challenges

Change processes in Finance to maintain

needed data on Oracle

Persuade Sales Reps to allow Oracle to

overwrite “their” data

Transformation business logic

Synchronize the meaning of data items

Develop feedback channels (Sales –

Finance)

KNA process

Change processes in Finance to maintain

needed data on Oracle

Persuade Sales Reps to allow Oracle to

overwrite “their” data

Transformation business logic

Synchronize the meaning of data items

Develop feedback channels (Sales –

Finance)

KNA process

Technical ChallengesTechnical Challenges

Data denormalization issue “Safety Net” concurrent requests Packing multiple data items into a

single descriptive flexfield Oracle Business Event system (Workflow)

Implementing changes Overloading

KNA Process Oracle descriptive flexfield

Salesforce workflowImplementation strategy

Comparing Oracle & Salesforce data Phased go-live using data load utility Temporary Salesforce workflow

Data denormalization issue “Safety Net” concurrent requests Packing multiple data items into a

single descriptive flexfield Oracle Business Event system (Workflow)

Implementing changes Overloading

KNA Process Oracle descriptive flexfield

Salesforce workflowImplementation strategy

Comparing Oracle & Salesforce data Phased go-live using data load utility Temporary Salesforce workflow

Activant – Solution - Roadmap

1 Business AnalysisMost of Activant’s was already done as a result of Legacy integration, and initial Salesforce data load. Activant had additional work resulting from Legacy system data not being on Oracle yet.

Develop on Oracle FirstThe ERP effort is bigger, more risky and has more “red tape”. Salesforce development & Force.com Connect development is much smaller – more fun.

Have Sales Sign Off on the DataShow them the differences between what’s in Salesforce now and what Oracle will overwrite with. Work through the differences until Sales is satisfied before implementing.

Go Live in Phases (if Possible)By coupling data signoff with Go Live, the process is smother. By implementing in phases it is more manageable.

2

3

4

Activant – Benefits

Increased Sales & Finance ProductivityHidden cost of sales having to “look up” information eliminated, especially when it required calling someone. Finance gets better feedback and can get the data correct quicker (less back & forth).

Team SpiritBefore, Sales complained about the data that Finance maintained and their responsiveness. Now it’s a partnership and Sales shares responsibility for data accuracy.

Better ReportingBy having the data synchronized, reporting on Oracle & Salesforce data together is easy.

More Accurate DataWith the feedback loop, the Oracle data is more accurate.

Easy to Monitor & MaintainOracle alerts & Salesforce workflow notifications provide electronic alerts, often before problems occur.

2. Integration Middleware ConnectorsForce.com Connect Category on the AppExchange

Data Integration

Integration Appliances

Middleware

Composites

SOA

Certified connectors to more than 30 integration middleware partners

Document Management

Integration Partner Ecosystem

Low Complexity Medium Complexity

High Complexity

Composite Apps• Enterprise Mash-ups• Rich user interface

Application Integration• Real-time integration•Multi-step integration• Human workflow

Data Integration• Data migration• Data replication• Bulk Data Transfers

Data Cleansing• Data deduplication• Data assessment

4

Scontrol

Siemens – Who are we

Siemens – ERP Integration Challenge Faced

Siemens – Solution - Roadmap

Siemens – Benefits/Lessons Learned

DellCustomer and Material Master

12 Weeks

Heald College Student Recruitment 12 weeks

CiscoSOA Customer Data Integration

6 months

Rolls Royce Order Management In Process

AshlandCustomer, Pricing and Material Master

16 Weeks

BrocadeOrders, Products, Customer Master

12 Weeks

ShellCustomer and Material master

In Process

Middleware Process TimeCustomer

Proven Enterprise Platform ERP Integration Success

End Point

• Freedom to develop highly custom integrations

• Leverage existing language and IDE experience

• Interact with Salesforce data via the Apex Web Services API

• Access toolkits and free developer edition accounts on the AppExchange Developer Network

http://www.salesforce.com/developer

3. Developer ToolkitsBuild custom integration solutions

Example: Data Loaded from External System via API

Invoices Custom Object Loaded via API

Salesforce AccountData

Examples: Enterprise Mash-Ups

/ Mash-up / Account/Open Orders Mash-up

Account, Opportunity data Order Management data

Miyachi Unitek – Integrated Lead Tracking and Marketing Accountability

ChallengeChallenge

Needed to consolidate seven disparate customer

databases

Wanted to Integrate Web mail solution with CRM

app

Sought to improve customer visibility across 18

different countries.

Fragmented customer data hindered

collaboration across sales teams

Required improved lead tracking processes and

marketing accountability

Needed to consolidate seven disparate customer

databases

Wanted to Integrate Web mail solution with CRM

app

Sought to improve customer visibility across 18

different countries.

Fragmented customer data hindered

collaboration across sales teams

Required improved lead tracking processes and

marketing accountability

SolutionSolution ResultsResults

Deployed Salesforce.com globally across all sales teams

Integrated core back office processes such as customer master, quotes, orders, invoices, and RMAs, with legacy ERP application

Bi-directional sync of front office and back office

Implemented Force.com Mobile best practices

Integrated product configuration and quoting process across Salesforce and ERP systems

Extended standard data model to integrate custom objects from external systems

Installed six applications from AppExchange to improve efficiency of sales, marketing, and HR processes

Deployed Salesforce.com globally across all sales teams

Integrated core back office processes such as customer master, quotes, orders, invoices, and RMAs, with legacy ERP application

Bi-directional sync of front office and back office

Implemented Force.com Mobile best practices

Integrated product configuration and quoting process across Salesforce and ERP systems

Extended standard data model to integrate custom objects from external systems

Installed six applications from AppExchange to improve efficiency of sales, marketing, and HR processes

Standardized employees across 18 countries

on Salesforce platform

Reduced the number of internal calls to check

order status by 70 percent by increasing

visibility

Improved accuracy of forecast and pipeline

information

Ability to monitor marketing ROI including lead

generation spend and matching campaign

revenue

Preintegrated applications from the

AppExchange extend the value of the core

Salesforce applications

Standardized employees across 18 countries

on Salesforce platform

Reduced the number of internal calls to check

order status by 70 percent by increasing

visibility

Improved accuracy of forecast and pipeline

information

Ability to monitor marketing ROI including lead

generation spend and matching campaign

revenue

Preintegrated applications from the

AppExchange extend the value of the core

Salesforce applications

Salesforce Legacy ERP

Force.comAPI

ERP Integration Best Practices

Partner with Business – Understand the Processes

Do You Already Have a Standard?

Choose Approach Based on Cost vs. Benefits

Look for great partners – Buy vs Build

Real-time vs. Right-time

Plan for Growth

Additional Resources

Integration Demo Booth

Expo Booths: Integration Partners

Salesforce.com/Platform/Integration/ Apex Connect White Paper

Integration Section ADN API Guide

Mashups Cookbook

Apex Code – Salesforce SOA

Apex Exchange – Integration Section (Partners)

aleigh@salesforce.com

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How Do I Extend My ERP to the Rest of the Company?

Sales

Opportunity Pipeline

Quotes

Competition

Sales Customer Profile

PRM

Partner Profiles

Partner Customer Profiles

Partner Opportunities

Customer Service

Service Requests

Resolutions

Service Customer Profile

Customer Satisfaction

Marketing

Marketing Customer Profiles

Leads

Campaigns

Marketing Schedule

Supply Chain

Back Office/Supply Front Office/Demand

“Applications will be delivered as services, and vendors that are not delivering applications as services that can be composed and decomposed according to your business needs will go away.”

Charles Abrams, Research director, Gartner Inc.

Financials

Customer Financials

General Ledger

Accounts Receivables

Invoices

Order Management

Products/BOM

Orders

Shipping