Enabling Growth through Quality Data
Justin LitzJuly 13th, 2016 Public
Justin LitzGlobal Vice President, Enterprise Account Data Management
Public
• Overall responsibility for the SAP Global Enterprise Account Data Management practice which includes data strategy,process, and data governance.
• +15 years of experience helping businesses grow their information management and data governance competency.
• Helped build and defined the first data warehouse at Home Depot Supply
• Implemented a corporate data cleansing and management practice supporting a new ERP deployment for a$+1 Billion distributor
• Business lead to evolve the Data Management practice within SAP
• Extensive experience in implementing enterprise Sales and Marketing solutions both in data management andbusiness intelligence.
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3Public
Enabling Sales Growth through Quality Data
It is not easy for me to locate and usethe RIGHT Account and Contact
It takes me too long to dosimple administrative taskssuch as Contact creation
I have to go to multiple sourcesoutside of to gain criticalinsights on my accounts
There appears to be inconsistentreplication, so I am not sure thatI have confidence the AccountOwner is missing or regularly
incorrect
Make it easier to locate the right Account andContact quickly via improvements to
searching
Keep time spent on administrative tasks to aminimum - Easy Account and Contact
Creation
Give the Account Executive the ability tobuild and manage pipeline
Real Time, Cloud based customer andindustry insights
Let the Account Executive focus on SELLING
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4Public
Understand Key Business Goals & ObjectivesBuild Customer data management capabilities to support significant contribution to:
Grow profits via net new orexisting customer base
Tax liability, by adherence tocompliance
Reduced process cycletimes, enabling reduced
costs
Increase Top-lineRevenue
Increase OperationalEfficiencies Reduce Risk Exposure
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5Public
Understand Key Business Goals & ObjectivesIdentify and understand associated Key Business process
Solution, Contact Account, Contact
Strategy
System, Install
Employee Location Vendor
Account, Contact , Partner
Strategy
Automationand Tools
Properly formedmaster data
enables businessprocess
Master Data Create, Update and Delete (CRUD) Processes
Common Global Data Governance Standards, Best Practices, and Business Rules
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Public
Align with Key Business Executives, Process Stakeholders, and ITKnow your stakeholders
Provide oversight support,resources, resolve issuesManagement
Business process & operations all playa role in information governance
Business Process Owners
Provides data technology roadmap, dataarchitecture, models & technicalstandardsBuilds & Runs trusted data stores
IT
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 7Public
Align with Key Business Executive & Corporate InitiativesInformation Governance Evolution
2009 2010 2011 2012 2013
Phase 1:CDM launchand pilot
Phase 2:OperationalizingCDM
Phase 3:Expansion
Phase 4:Processintegration
Phase 4:Automationand adoption
Executivesponsor:
Head ofsales
Corporate COO
Chief processofficer and chiefinformation officer
Corporate COO andchief processingofficer
Clear vision
Run simple
Operational excellence
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8Public
Policies andGuidelines• Who owns the
data• Who owns the
policy• How will the
quality bemonitored
• Roles• Data Architecture• Data Security• Lifecycle Mgmt• Data Quality
Mgmt
BusinessChallenge
How to deploydatagovernanceand createsthe most valuewith minimumcost…
Data Object& Fields
BusinessPartner (~150fields)NameIMS /EMSSIC codeRevenueSO/SG.........
Enable a Value Added Governance Modeldriven by Business Impact Analysis
Step 1:How are Governancetopics identified?
Step 2: Why are we governing?(determine value to the business)
Defect based
Increase /Decrease Revenue
Increase /Reduce Cost
(operational in/efficiencies)
RegulatoryCompliance
Step 2A: Apply businesscriteria to the importance ofdata field
? BusinessCritical
Drive BusinessProcess
(~10-20%)
BusinessRelevant
informational only(~60-80%)
Not Used(remove fromdata model)(~10-20%)
Step 2B:Segment DataFields
Step 5:Define Data Policy
Step 3:How do wegovern?
Step 4:Where dowe Govern
Active/Reactive**
Global
Focus Phase 1Analysis** - Ability to actively monitor requires a full capability
(people, process, tools)
Regional
Local
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9Public
BusinessData Lead
• Reports to Line of Business COO( except Customer Master Data )
• Works with the COO of the line of business, to ensure future strategies are translatedand delivered as data focused projects and programs
• Ensure business process and data teams are in alignment
ProcessOwner
• Reports to Line of BusinessProcess Exec
• Field Operations
Accountable for the relevant business process.• In Data terms this means the completeness and accuracy.• Will partner with the Business Data Lead and supervise the delivery of Data Manager/s
Responsible for ensuring that the Business Process is properly and thoroughlyunderstood, documented, meets the business objectives and is followed.
DataManager
• Regional Data Management Lead Responsible for ensuring that the Business Process is properly supported related to dataactivities• sets and tracks relevant KPIs (which could be on data completion, or process tracking)• alerts the Process Owner and/or Data Support on issues or changes needed to meet
business changes or local needs
Data Support • System Key Users• Data Quality Managers• Data Services Bureau
These are the supporting & execution functions.• Typical process enablers such as a data service team or IT who provide automated data
tools,
Enable a Value Added Governance ModelTypes of governance roles required
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Public
Define a Data StrategyAlign to business goals and resolves key data pain points
Identify andConsolidate
Top Business Goalsand Data Pain Points
Identify and ensurecoverage across thevarious data types
Consolidate inputfrom the business,group into common
themes and aligned todata strategy
Identify key projectsand roadmap
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Public
Execution of Data Strategyincludes a Business Agreed upon roadmap
• Data Quality ReportingTool & Training
• Data Quality Program• Mass Change and Update
Tool with IT• Business User / Inside
Sales Data Management• Global License Audit• Maintenance Renewal
Contact
• Simplify data supportedbusiness process(Inside Sales)
• Support Product andEmployee data quality
• Product / Solutionhierarchies
• Forecasting dataimprovement
• Install base AccountSupport
• Central BP Creation and Maintenancewith IT
• Improve Customer Satisfaction DQ• 3rd Party data Improvement with GMO• Implement Workflow and Automation• Enhance Territory Management Tool
Support• Opportunity & Activity Data Management• Contact data support• Data Synch between ISP/ICP/PRM
• Mobile Data Management• Automated Workflow• Implement Central
Business Partner• Customer Data Self
Service
YEAR YEAR YEAR YEAR
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Public
Establish capabilitiesTo monitor and analyze the data
Analytics
ExecutiveDashboardshigh level analytics, mobileaccess
Detail Reports
Data Quality ManagementExecution- Origin of DQR
Slice and dice filters.Perform medium levelsummary & trendinganalysis
Detail analysis and drilldown. Ability tobuild custom reports foradvanced users
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Public
Core Enterprise Cloud Account ToolboxGovernance Integration
PlatformSAP HANAMDG - C
Callable WebServices
ClientSystems
Establish capabilitiesTo centrally govern and manage account assets and distribute the data
User Interface, Roles, Work Centers
Workflows
Staging / ClericalReviews
Standardization /Validation
Data DistributionManagement
UI Framework Replication DataManagement
Search (DomainExplorer)
ERP
Cloud Apps
On-PremiseApps
PlanningTools Apps
3rd PartyTools Apps
DQ Adaptors
Account MassUpload Tools
Replication BusinessRules
Match/Merge(SAM)
Enterprise Cloud Account DMRequired Capabilities
1. Integration
2. Data Governance
3. Workflow
4. Business Rules
5. Data Integration, Sourcing andScalability
6. Match & Merge
7. Flexible Logical Data Model
8. Hierarchy Management
9. Reporting and Analytics
10. Global Data
11. Meta Data Management
12. Domain Explorer
Validation
SAPInformationMgmt Suite
InformationSteward
Data Services
EnterpriseSearch
ServiceAnalytics
Change Request
Analytics Framework
DQAnalytics
LifecycleAnalytics
OperationalAnalytics
Hierarchy Mgmt
DPEBusiness Partner, Customer,
Supplier, Other objects
Consolidation
Meta DataMgmt
Acct MDM is dependent upon various tools in the landscape and issubcomponent to broader platform
HANA EIM
ADP
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 14Public
Solution Improvements:Locating the Most Relevant selling Account
• As an Account ExecutivePreviously available filter would return 240Accounts when searching solely using “MyAccounts”
• When using new My Active Sell To filter, only 9 mostrelevant results will appear by default.
Leverage new “My Active Sell To Accounts” Filter to Show “MostSales Relevant” Accounts to Account Executive by Default
In general a 72% improvement in search results, meaning on average onlythe most sales relevant 18% of Accounts will display by default to the AccountExecutive
EXAMPLE 1
• As an account executive• Previously available filter would return 145 Accounts
when searching solely using “My Accounts”• When using new My Active Sell To filter, only 20 most
relevant results will appear by default.EXAMPLE 2
Previously
20SECONDSminimum to locatecorrect Account
2SECONDS
Now
90%decrease
Hi-Tech
Worldwide leader inServices and
Software
Hi-TechMulti-national
prominent hardware& software company
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 15Public
Solution Improvements:Help Build Pipeline: Timely and Proactive Notification Pushed to Account Executive
Focus of Enhancement: Global Account Owners and Local Account Owners need to know the latest onOpportunities within their Accounts.
Timely communication of latest Opportunity status updates pushed when Opportunity status changes.
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 16Public
Solution Improvements:Provide Customer and Industry Insights – all in one place
Focus of Enhancement: Sales representative productivity and customer intelligence
Before:• Account Executives spend too much time
hunting for the industry research andcustomer insights that exist outside the SAPfirewall
• Ex: Google searches for company financesand news, company website, personalcontacts, individual subscriptions to datasources
New:• Real Time Company new is embedded in our Cloud for Customer• Provides instant access to information on 100 million global companies,
access to contact persons at those organizations, and hundreds ofcomprehensive industry reports
• Including opt-in “push” notifications for news alerts, press releases, andkey customer insights
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Public
Solution Improvements:Customer and Industry Insights – all in one place
Results:
2,000 active users on solution
86% of users surveyed say our internal solutions help themperform better
80% of those users say they recover at least 1 hour inproductivity per week
Case Study: Sales rep pro-active news notification
“I recently started using the alerts and got a notification that a sporting company bought my account. I reachedout as they are looking for an ERP solution, I was able to position a cloud solution to reduce their equipment andIT staff. We have been placed on the short list and plan to win this by June. When we win this, it will be a totalvalue contract.”ISE Midwest Region
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Public
Focu
sAr
ea
Master DataManagement
MarketingAutomation
MarketingIntelligence
SalesPlanning
SalesIntelligence
Ben
efit Informed, unified view of
customers, prospects andpartner
Seamless integrationwith marketing
programs
Insights to attract, retain,and cultivate the mostvaluable customers
Optimize Go to MarketActivities and sales
teams to drive growth
Decision-readyinsights when, where,
and how you needthem
Cap
abilit
ies • Single View of Customer
• Data Standardization• Data Cleansing• Data Governance
• Demand Generation• Digital Marketing• Lead Scoring• Web Forms• Web Forms
Optimization• IP Mapping• Contacts
• Company Intelligence• Marketing Analytics• White Space Analysis• Green Space Analysis• Competitive Analysis• Share of Wallet
Analysis
• Global AccountPlanning
• Territory Planning• Call Prep Sheet• Compensation• White Space• Propensity &
retention models• Who, When, Why to
Call
• People & ExecutiveData
• Customer IntelligentNews
• Alerts• Industry Profiles• Propensity to Buy• Install Technology
Solution Improvements:Extending sales and marketing solutions to our cloud based business
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 19Public
Measure Adoption & Value to the business
“[The solutions are] very helpful and thenew features look great.” – AE, US South
Quantitative Qualitative• Pulse Check Survey• Continuous improvement via feedback from
weekly Lunch ‘n Learn sessions• Solicitation of user Case Studies and Success
Stories
“It’s amazing stuff that you guys aredoing...thanks for your support.”– NA Field Marketing
Holiday period
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 20Public
Measuring adoption & value to the businessDefine KPI’s and business benefits
BusinessBenefit Goal:
How to prove?
+ “It’s amazing stuff that you guysare doing... thanks for your support.”– NAFieldMarketing
I do not use the solution 47
At least once every 2weeks 28
At least weekly 29
At least daily 19
Multiple times each day 22
Total Responses 145
Today’s focusWhat users sayWhat users do
Target: 1 hour saved per week for ‘n’ sales users @ 52 weeks@ x€/hour* productivity gain
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 21Public
Measuring adoption & value to the businessKnowing what your customer are saying and are you improving
ISE/ NA2014
“The quality of data in CRM hasimproved probably thanks to thesupport of Sales Operations.”
“The quality of our basic account data isquite horrible. You try to clean data butthe process of updating records is socumbersome.”
“This solution is a step in theright direction .. it allows salesto be armed with more insightabout the companies they aretasked with selling into...keepup the good work and keepadvancing!”
Then / 2010 Now / 2014
What are peoplesaying
“Having the solutionintegrated into CRMspeeds up my dailyprocesses”
ISE/ APJ2014
“It seems as if there has been amassive clean up of data but thereare still some issues with data.”
P49, CP/APJ2014
P03. ISE/NA2010
P253 TSE/APJ2010
93%of the respondents say thatUsability improvements inCRM functionality would beuseful to improve dataquality, with the averagescore 4.2 (2010)
79%of the respondents say thatmore dedicated personnel toassist sales with account andcontact data entry would beuseful to improve data quality,with the average score 3.6.(2010)
“Automated messages aftersetup, easy searching, easyfinancial overviewof companies”
Data Mgmt / NA2014
“Fast, rich information”
ISE / APJ2014
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 22Public
Enabling Sales Growth through Quality Datavia 10 Focused steps
1. Identify business pain points
2. Understand the Business goals and objectives
3. Know the business processes that can drive the required change
4. Align with Key Business Executives and Business Process Owners
5. Enable a value added Data Governance Model
6. Define and Execute a business defined Data Strategy
7. Establish capabilities and tools to monitor and manage data quality
8. Enable targeted business solutions
9. Extend solutions
10. Measure adoption & value to the business
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 23Public
Questions
Top Related