Integrating SAP with Salesforce to benefit your sales staff. Matthews International Ruth Wepfer and Kaushik Mitra

Transcription

1 [ Integrating SAP with Salesforce to benefit your sales staff Matthews International Ruth Wepfer and Kaushik Mitra

2 [ Meet the Speakers Ruth Wepfer Dir. of Information Technology Matthews International Responsible for enterprise wide IT infrastructure and architecture, application development, reengineering business processes, networks, outsourcing, and computer operations and support Prior to Matthews: Director of Business and Technical Services at Watts Water Technologies; VP of IT at Dick Corporation; management positions at Westinghouse Electric Corp; programmer at US Steel Kaushik Mitra Manager, SAP Technical Development Matthews International Responsible for SAP ABAP and PI Development and post go-live support for Matthews International. Prior to Matthews: Worked extensively in SAP consulting with Pricewaterhouse Coopers and Rapidigm on SAP implementations for clients including Maxtor and Bayer. 2

3 [ Agenda Introducing Matthews International CRM Landscape Why Salesforce The Need for Integration Benefits Received Solution Architecture Technical Challenges / Lessons Learned Business Challenges / Lessons Learned Conclusions 3

4 [ Key Learning Points How Matthews easily integrated SAP with Salesforce to provide our sales staff with quick access to order, shipment and invoicing information. Review of architecture used to develop this integration. Business and Technical lessons learned on developing such an interface.

5 [ About Matthews Founded in 1850 headquartered in Pittsburgh, PA Marking business Two principal business lines: Memorialization products and services Bronze Casket Cremation Brand Solutions Graphics Imaging Group Marking Products Merchandising Solutions $700 Million in Revenue 4,900 employees Listed on NASDAQ MATW July

6 [ What Do We Do? Bronze Merchandising Cremation Graphics Marking Casket

7 [ The CRM Landscape Frustration with previous CRM solutions Low budget options: ACT! and MS Access; silos of data Data synch and general IT issues Limited planning/coordination, no consolidated reports, dashboards Marketing Needed Consolidated database of customer and prospects for promotions Sales Needed Basic contact and relationship management Maximize relationship value Identify up-sell and cross-sell opportunities Reports and order history for sales Equipment replacement Support Issues Maximize quality of service and support Log cases Manage installs and repairs Improve collaboration between Marketing, Sales and Support 7

8 [ Why Salesforce Marking Products Division selected SF in 2002 Corporate effort selected SF in 2009 Salesforce advantages: Flexibility (very configurable) Full CRM functionality Scalable licensing / Subscription model Support for complex security and data access rules Implementation speed and time to value Low initial capital expense lower risk 8

9 [ The Need for Integration Share common information Not having to re-enter information into Salesforce Integration from SAP TO Salesforce only Customers Orders Deliveries Invoices Up to date access to customer information through common interface YTD sales, open orders, history, financial status 9

10 [ Challenges of Integration Options considered: Custom integration solution SAP PI Cast Iron Chose Cast Iron due to: Security features Studio Drag and Drop interface Out of the box connectivity using standard templates SAP SFDC Cast Iron TIPS Ease Support (Buy vs. Build) Did not want to invest in a custom code solution 10

11 [ Timeline of the Enterprise CRM Project Future 2002 Marking Products implemented Salesforce 4Q 2009 Corporate Analysis Salesforce and Cast Iron Selected Q Cast Iron Integration with SAP Completed Q Cremation Division Implemented Salesforce with SAP Integration Q Bronze Architectural Division Implemented Salesforce Q Bronze Memorial Division Implemented Salesforce EU Division Brand Solutions Considering: Partner Portal, Service Cloud 11

12 [ Benefits to Matthews Reduced call volume to inside sales: Outside Sales able to provide quick status Outside Sales slice and dice information on bookings and billings Contact management system features, including reminders, previous call documentation and account information Keeps proposals, quotes and contracts front and center Ability to attach files - especially when out of the office Everyone is on the same page (per previous conversations) Ease in helping other sales rep s clients because of ready access to their information Report generating capabilities Complete view of customers history - view past orders, quotes, equipment info all within a click of the mouse My favorite feature is being able to attached all of your s directly into Salesforce and send s out of Salesforce 12

13 [ Solution Architecture

14 [ Solution Architecture Accounts Orders/Line Items Delivery Information Invoices Web Services IDOC Salesforce.com Implementation: Campaign / lead opportunity management Territory planning and forecasting Service / support Highlights: SAP Data Integration using Cast Iron (near real time) Customer master / accounts Sale documents / orders Delivery information Invoices Rapid time to implement

15 [ Integration Overview SAP Customer 1 Salesforce.com Account Accounts matched to distinct SAP Customers Order Delivery Invoice Order Header & Line Items Material Number Qty Price Etc. Delivery Line Items Date Carrier Tracking Number Invoice Line Items Date Amount Integrate key data only, linked together in a simplified manner for easy reporting 15

16 [ SAP Setup Steps Activate change pointers for IDOC message type Log entries written every time a transaction modifies certain fields Configure Distribution Model for data distribution and filtering Defines and filters the message type of data to be exchanged Configure TCP/IP connection Connection used to call a registered program Define logical system System settings for communication Maintain partner profiles for IDOC message types Used to declare the communication channels, schedule, & conditions of processing Configure port definitions for RFC destination Defines the physical characteristics of a communication channel

17 [ SAP Customer Data SAP Customer Create Change Generate Change Pointers Distribution Model Filter Create IDOCS Sent Cast Iron

18 [ Cast Iron Studio: Customer Sync 18

19 [ SAP Salesforce Links Link Orders to Salesforce Accounts Link Delivery to Salesforce Order Link Invoices to Salesforce Order 19

20 [ SAP Transaction Data SAP Order SAP Delivery Create Change Generate Change Pointers Distribution Model Filter Create IDOCS Sent Cast Iron SAP Invoice

21 [ Monitoring Performance 21

22 [ SAP Process Integration

23 [ Process Integration Overview System Landscape Directory (SLD) Central Information Database from which the relevant products and systems can be queried for development and configuration purposes and at runtime. Integration Repository (IR) Design, develop, and maintain data types, message structures, interfaces, and mappings. Integration Directory (ID) Define and maintain specification of potential senders and receivers of messages. Integration Server (IS) (Run Time) Central processing engine which analyzes data from the integration directory and SLD to process and forward messages. Central Monitoring Runtime Workbench is the central tool for accessing PI monitoring. Navigation to monitoring functions available are; Component, Message, Endto-end, and Cache monitoring.

24 [ SAP Process Integration

25 [ Challenges / Lessons Learned

26 [ Technical Challenges Ease of customizing Salesforce too many fields added in the initial configuration Unique data and functional requirements across divisions Requirement for data privacy across divisions New SAP implementations lack of internal resources Multiple users with Administrative privileges across divisions 26

27 [ Technical Lessons Learned Salesforce Define and test role hierarchy and sharing rules to customize the security model / record access by user role and profile Beware of deleting Salesforce fields that may be used in active reports Cast Iron Leverage TIPs for standard data fields to minimize data mapping effort Identify custom fields early on in the process TIPs are a good starting point but will likely need to be customized SAP IDOC extensions and enhancements 27

28 [ Business Challenges Challenges Historically decentralized IT decision making No common business processes Unique expectations across divisions Multiple administrators across divisions Lessons Learned Define common metrics and business processes across divisions Standardize on a common (supported) set of requirements Communicate and collaborate across divisions Assign specific administrative roles and responsibilities 28

29 [ What s Next Additional Division Rollouts: EU Graphics Brand Solutions Considering: Partner Portal Service Cloud Salesforce to Salesforce 29

30 [ Q & A 30