Lessons Learned: Building IBM's Next Generation CRM Architecture

Lessons Learned: Building IBM’s Next Generation CRM Architecture

Jorge ArroyoChief Technologist - Sales Transformation

IBM

© 2013 IBM Corporation

SalesConnect transformation focused on five critical pillars to ensure the project achieved expected results

5 Pillars of Success


SalesConnect is IBM’s new Selling Platform… social, mobile and powered by rich analytics

Simple…. Integrated ….. Social

3


SalesConnect brings a social dimension to selling … internally and externally

SalesConnect provides an integrated, social experience for sellers as well as those beyond:

Client oriented collaboration

Follow key clients / opportunities

Activity Streams (news feeds)

Key ContactsSellers using tagging to group sales data in ways meaningful to them.

4


SalesConnect brings insight and analytics to selling … at all levels of the organization

Seller/First Line Manager Reporting

SalesConnect enables predictive analytics and rich drill-down capabilities to support sales management.

Analytics built on social data recommends experts

5


6

Architecture Drivers

Develop an enterprise CRM solution to drive seller productivity Support enterprise strategies

Drive Master Data Management Provide single view of the client across enterprise sources Enable Social Business Deliver Analytics Access via Mobile and desktop

Provide comprehensive data integration via services Enable real time, de normalized data reporting for the sellers and sales

management Deploy an infrastructure for growth to allow for changing requirements and

increased user base Implement a solution that meets and adapts to changing global privacy

requirements Deliver a cost effective and high performance single deployment

infrastructure

Our architecture strategy focused on integrating social capabilities with our strong core CRM foundation


7

WorldWide single instance

One global opportunity system Over 50K users WW Over 170 countries 10M main “objects” in database (oppty, account, contact, notes, etc)

High availability and performance Enterprise Single Sign On

Multiple protocols supported (SAML, LTPA, etc) Complex geography and country based visibility and privacy requirements

Data storage Single DB server with HADR shadow/failover

All SugarCRM reports module activity go against HADR shadow

Globally Visible informationOpportunity Header & Line Items

Client Information

Team Visible InformationSpecific activities,

Notes, etc

Geo Visible InformationContact information

IBM’s operational environment


8

Conceptual Architecture Overview


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Integration Architecture Overview

Integration patterns in SalesConnect

Message Broker based Enterprise Service Bus

MQ Messages Web Service routing for

SOAP calls OAGIS based XML

interfaces Publish/Subscribe

Direct calls via REST Application

OpenSocial iFrame Portlets

Batch jobs/File based integration


25.06.201310

SalesConnect Operations Diagram


• Horizontally scalable application servers

• 10 Power 770 Apache LPARS

• Web application, mobile and web services

• 64GB RAM

• 8 Virtual CPUs

• pAIX 7.1

• Single, vertically scalable WW DB/2 10.1 Database instance

• High availability through DB/2 HADR and Tivoli Systems Automation

• 2 Power 770 (Primary and Standby)

• 256GB RAM

•18 Virtual CPUs

• pAIX 7.1

• CastIron Integration Appliance

• DataPower Security Appliance

World Wide Scalability


Continuous operations data to development


R1.0/R1.1Collaboration, Micro blogging, Mobility,

“Following”, Activity Streams

SalesConnect used a phased functional and tool deployment approach, bringing 40,000 sellers and sales managers online

R0.5 PilotOpportunity Mgmt, Notes Integration,Early Social

August2013

July2013

2 pilot countries,Brazil, Japan,

Mexico+5,000 sellers/managers*

2 pilot regions10 countries

3,500 sellers/managers*

Europe, Central Europe & Middle East/Africa+12,000 sellers/managers*

North America & Asia Pacific

+13,000 sellers/managers*

Wave 2

August 19th 2013

Wave 1

July 15th and July 22nd 2013

Wave 3

August 26th 2013

*Seller and sales manager counts are approximate

WW Geo Deployments

August2012


Developing and Managing SalesConnect


SalesConnect used – and continues to use – Agile Plus* Development

Agile Software Development Poster - by Version One, Inc.


WW Seller Engagement Community

Objectives:

Optimize engagement with W W nominated sales community throughout project

Leverage limited opportunities to target discussion and solicit sales feedback

Gain varied perspectives, ensure sufficient Geo representation in feedback gathering

U se social collaboration tools

Encourage sellers to engage in U sability testing

D eliver periodic communications on progress

Seller / FLM Participation in:

User discussion forums, communities, and social media– Link up to the internal publiccommunity page – View and comment on early designs, layout and features– Attend demo (web / teleconference), provide feedback– Business Champion initiatives– SocialCRM widgets on Notes & flash video teasers

Usability testing– Link to demo system– Test social collaboration features

• User feedback during product use– Be an early adopter– Provide feedback to W W Community lead for tracking/response

back to Sales teams

• Time Commitment– 2- 4 hour/ month – No engagement activities during last month of quarter and last

week of month end

900+ Partic ipants


Reduced Data Volumes

Account Clean-Up

Sprint 19 Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27Saturdays --> Mar 09 Mar 16 Mar 23 Mar 30 Apr 06 Apr 13 Apr 20 Apr 27 May 04 May 11 May 18 May 25 Jun 01 Jun 08 Jun 15 Jun 22 Jun 29 Jul 06

PASS 1 LoadPASS 2 VE & Load

Additional loads for New /Delta as neededApr 15 MEA

Mexico Apr 17 Mexico Planned Validation RunApr 17 Brazil

ANZ Apr 24 ANZ Planned Load Sites to SC/ASEAN Apr 24 ASEANISA Apr 24 ISA Completed Validation Run

Apr 29 Ben/SPGIMay 03 Germany Completed SC Site Load

FR, IT FR May 08 FR, ITMay 08 New /delta site activityMay 10 CEE

May 17 JapanMay 17 TW, KR

May 27 HKUS US Jun 04 USCanada Canada Jun 07 Canada

CN (AP) CN (AP) CN (AP)

Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27Mar 23 Mar 30 Apr 06 Apr 13 Apr 20 Apr 27 May 04 May 11 May 18 May 25 Jun 01 Jun 08 Jun 15 Jun 22 Jun 29 Jul 06

AlpsNordic(no Sw eden) Sw eden Planned Rev Tickles & Flow s

FR, IT Brazil Complete Rev Tickles and Flow s Mexico MEA ANZ

ASEAN ISA

Ben/SPGIGermanyChinaUS, CA

CEEJapan

TW, KRHK

Phase 1 Load Validated Sites and related Clients

Planned Geo rev & remdiation done

Planned Ready for Oppty Flow s/Tickle/IDL

Completed Geo review & remediation

Ready for Oppty Flow s/Tickles/IDLAlps, Nord Alps, Nord

Phase 2

Load Oppties/ Contacts and turn on flow services (fxhub/ CastIron)

Oppty/Contact Load and Service Activation

R0.5.5 Deploy ---- Oppty IDL Suppt

WW User / Camp / Loads

Planned IDL & Flow s

Complete IDLAuto Flow s and Unplanned Tickles to pick up delta as needed

R0.5.6 DBCS, Scale, Privacy

Rolling Data Loads

Seller Readiness Scorecards

SalesConnect leveraged IBM’s MDM strategy, thus simplifying data clean-up, data migration, and seller readiness

Major emphasis on client data (account level)

Leveraged IBM’s MDM strategy to optimize data integration with existing tools

Limited scope for data clean-up Reduced migration volumes that met business-defined requirements Executed a rolling data load strategy in parallel with development Other migrations hinged on this core client set

The execution of the data migration strategy was driven by collaboration across all Geographies, Business Units and IT Partners

Scorecards drove the management system Metrics and tracks published weekly Weekly deployment meetings held to discuss issues Clear accountability defined


The SalesConnect Management System accommodated IBM’s intersecting geography and Business Unit management structures

• The eight SalesConnect workstreams designed strategy

• Workstreams partnered with Geography BT/IT Leads and WW BU Focal Points to define requirements

• The eight SalesConnect workstreams designed strategy

• Workstreams partnered with Geography BT/IT Leads and WW BU Focal Points to define requirements

• Geography BT/IT Leads and WW BU Focal Points worked with the workstreams to execute and advise

• Geography BT/IT Leads and WW BU Focal Points worked with the workstreams to execute and advise

SalesConnect Initiative TeamLeadership Team

Strategy, Objectives, Priorities Guidance, Requests for Customization

Leadership Requests, Consolidated Status Global Requests, Status Reporting

Adoption was also supported by stakeholders representing the business and the seller

• Adoption & Change (A&C) Steering Committee and other Business Leaders drove adoption

• Adoption & Change (A&C) Steering Committee and other Business Leaders drove adoption

• Business Champions/Ambassadors represented the seller/manager viewpoints

• Business Champions/Ambassadors represented the seller/manager viewpoints

Extended Team: BT/IT and BU

Program Decisions

Program Decisions

One Team

• Executive Steering Committee

• Executive Leadership Team

• Executive Steering Committee

• Executive Leadership Team

• Country-level BT/IT leads and Regional BU Focals owned the SalesConnect deployment within their regions,

• Country-level BT/IT leads and Regional BU Focals owned the SalesConnect deployment within their regions,

Geography management systems coordinated Extended

Team interactions

The A&C Steering Committee supplemented the ESC and ELT by focusing on ‘how to adopt’ rather than ‘how to design’


The SalesConnect tool has been successfully implemented, and supports IBM’s needs as a globally-integrated enterprise

40,000 sellers on the tool Over 170 countries

working off a single global instance

Tens of thousands of new opportunities tracked worldwide

Innovative features, such as social enablement, integration and mobility