Talend MDM Playbook For Partners

Transcription

1 Talend MDM Playbook For Partners Value Proposition, Qualification, Objection Handling and more v2.0

2 Introduction Welcome to the Talend MDM Playbook for Partners. Master Data Management has become a priority with Talend customers because of its promise of delivering value. Until now, typical MDM projects have been extremely expensive and have taken months, if not years to complete. Talend simplifies MDM for customers with a rapid, flexible and open approach to the solution. We present a complete solution at a fraction of the cost and are the only open source solution in the market. This document encompasses strategy, tactics and background to help you understand and sell Talend MDM. It is broken down into four sections: introductory material, selling, the product and competitive information. It is a living document and we are very open to suggestions so, if you have any questions about it or on selling MDM, please feel free to reach out to your Channel Account Manager and he/she will field your question to the appropriate resource within Talend. How to use This document is meant as a reference guide for Talend partners and is confidential. It falls under the Talend nondisclosure agreement signed as part of the standard partner agreement and must not be distributed. It is meant for Talend Partners only. Table Of Contents 1. What is master data management? Benefits of MDM MDM Functions & Requirements Why Use Talend for MDM? Value Proposition Key Benefits / differentiators MDM Sales Cycle Uncovering opportunities Next Steps How to create an MDM opportunity from nothing Targets and how to address them Verticals Targets Function/Role Target Technical buyer Business buyer: characteristics & open ended questions Partners: System Integrators Qualification Criteria & Questions Pricing Talend MDM - Product Features/Benefits & Architecture Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 2

3 7.1 Talend MDM Open source and Commercial Editions Key MDM Concepts Customer Anecdotes, Case Studies Market Overview Competitive Landscape Setting Traps Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 3

4 1. What is master data management? Master data management (MDM) is the practice of integrating, cleansing and rationalizing data across systems into an accurate, unified master record for core business activities. MDM addresses real business issues. Data is a critical corporate asset and a differentiator for many organizations; however, analyzing and mastering this critical asset is often difficult. Corporate data is dispersed across disparate sources in heterogeneous formats and with no process to maintain its accuracy and viability. Even if a common definition is found, duplicates and inconsistencies lead to inaccurate results, erroneous analytics or conflicting policies. Compounding the issue, it is difficult to agree upon consistent data across sources and then make it available throughout an organization. MDM helps enforce data governance policies and enables a collaborative workflow so that business stakeholders can share responsibility over and access to more complete, consistent and accurate data. MDM provides a system of record or central source of truth for enterprise master data no matter the disparity of source systems. It ensures that master data stays clean and is made available to those who need it and are authorized. However, until now the solutions have required a complex and involved implementation, huge budget allocations and ultimately have been restrictive to certain types of domain, such as customer or product. 1.1 Benefits of MDM Ultimately, MDM helps organizations meet corporate objectives for increased revenue, decreased costs, risk management and regulatory compliance. For every organization, MDM will mean something different to them. Below are some common benefits that MDM provides. These basic value statements are meant to get you started thinking about your customers issues and how MDM could apply. Improve Analytics Business Intelligence applications has always tried to offer one version of the truth and a 360 degree view that provide very valuable insight to the analysts. Data Warehouse and ERPs have failed to provide BI with the right data and Master Data Management is probably the only way to reach those goals. Increase Revenue through effective cross sale, up sale A single view of a customer across multiple lines of business provides insight into purchasing behavior that can be mined to find opportunities for cross sale or up sell of products to a customer. This interests most organizations and especially those that have recently merged or acquired another company. Synchronize and align the business Many organizations have multiple back end systems that contain partly similar information. ERP vendors push for consolidating that data in a single application but this can be long, inflexible and may not make business sense. The MDM approach is instead to synchronize those systems so that all are working on the same page. Identify and avoid risk MDM offers a complete view of data aligned across departments which provides valuable cross system analysis for risk management. For example an organization can compile a complete picture of a customer or a supplier in order to understand the risk associated with doing business (or not) with them. Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 4

5 Other examples: o Reduce time to market for products o Establish a single product catalog o Supply Chain Optimization o Improve Marketing Operations o Streamline human resources 1.2 MDM Functions & Requirements Master data management can be defined in many ways. In fact it may be something different to every organization. It is important to understand this concept because it will help you understand the business value behind the problems that MDM addresses. Some of the typical quick definitions include: Create a single source of the truth Provide proactive data quality Implement process for data Allows cross organization collaboration Enables a data governance strategy Synchronizes and aligns systems Improves and enable reporting Regardless of definition, a successful MDM project will employ several functions in order to deliver value over time. The typical set of functions include the following: Profile perform a regular quality assessment on any dataset to detect anomalies and understand data models. Provide insight through reports and visual indicators. Integrate Acquire any data from any source and allow the data to be synchronized and made available in batch or real time and in the right formats to the right systems and users. Cleanse Cleanse, standardize and augment data as well as a capability to remove duplicates or accurately identify and survive matching data across and within sources. Model & Master Present intuitive tools to model any data and define relationships among master data. Secure and provision data by user, group or system. Enable any MDM architectural style. Collaborate Enable a group of users to collaborate on, agree and publish a set of accepted master data. Supply intuitive audit tools for manual resolution of data tasks. 2. Why Use Talend for MDM? 2.1 Value Proposition The short version Talend MDM is the only master data management solution to deliver easy and rapid to deploy end-to-end functionality for integration, quality, mastering and collaboration in a single unified platform. It is an open source solution that enables a simple, incremental approach to master multiple domains across any amount of data. The longer version Talend MDM is the only master data management solution that delivers easy to deploy, rapid, end-to-end functionality on a single unified platform for data integration, data quality, master data, data stewardship and collaboration workflow of enterprise data. The unique, flexible data model allows organizations to quickly model Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 5

6 and master any data domain, not just customers or products, and improve access and reliability for both small and large MDM projects. Built on open standards Talend MDM is an open source solution available in two editions: Talend MDM Community Edition is provided under the GPL license and can be downloaded from talend.com while Talend MDM Enterprise Edition is provided under a subscription license. 2.2 Key Benefits / differentiators Some of the key functional benefits of using Talend MDM include: Rapid and Simple Easy to deploy for immediate value, simple to configure to suit your business requirements Complete MDM solution on single platform Integrated solution across data integration, data quality, master data and data stewardship speeds up and simplifies implementation. Intuitive and simple configuration Intuitive tools to create a data model, configure matching routines and master data in hours not weeks. Data model driven integration Master data events conditionally drive integration and synchronization with external systems, reducing system complexity and time to deploy. Instant stewardship and governance Dynamic collaborative MDM interface enables immediate authoring and stewardship of hub data. Flexible and Incremental Master data on your terms Master any data domain Intuitive data modeling tools allow you to define and master any domain without conforming to rigid, predefined data models. Import pre-defined industry templates to get started quickly. Incremental growth One single solution allows you to start small and gain immediate value but also allows for incremental growth beyond a single domain and over 100 million records. Iterative implementation Iterative definition of the data model and associated user interface to enable cooperation of business users and developers to ensure better adoption upon launch. Dynamic operation Changes and the evolution of the MDM data model can be applied in real time to associated services and authoring tools without downtime. Open, Available & Extensible Implement MDM today Download Talend Open MDM to start a real MDM project today, identify your requirements, address real architectural concerns and develop a long term MDM strategy Democratizes MDM Reasonable licensing model aligns with value and avoids capital expenditure. Optimized for use on standard hardware, reduces overall investment and brings MDM to everyone. Extensibility and Community Improvement Use standards based source code to extend or modify Talend MDM or search through a community for production ready extensions to address your unique requirements. Talend commitment to Open Source - Combine the advantages of open source (open code, freedom to modify, and community contributions) with the development imperatives of a commercial company (R&D, QA, continuous improvement, etc.) Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 6

7 3. MDM Sales Cycle The next few sections of this document outline various aspects that will help throughout the sales cycle. 3.1 Uncovering opportunities Review and connect with customer base - Review your customers who currently use Talend, or who could be using Talend to assess whether they could be a potential buyer of Talend MDM. Use the characteristics (size, vertical) found in section 4 as a guide for what to look for. First call with existing customers Identify who in the organization would be a solid contact for discovering/initiating a potential MDM opportunity. Discovery call With appropriate MDM contacts at your customer. The goal is to introduce Talend and then identify/qualify an opportunity at the prospect organization. This call should focus on understanding their business issues and/or project using section 5. Follow-up call After identifying a potential MDM opportunity and connecting with the appropriate contact within an organization, the partner should include a Talend Sales Executive and possibly an MDM Sales Overlay in the follow-up call. This call can be more detailed and technical. Note: Be ready to deliver a 10 min MDM demo if necessary 3.2 Next Steps The steps below should include a Talend Account Executive and an MDM Sales Overlay person Demonstration an MDM demonstration will provide an in depth technical review of Talend s MDM product. Prior to this meeting, the partner and the Talend Sales executive should gather as much information about the problem that MDM will address so that the demo can be directed appropriately. The demonstration is also a good opportunity to further qualify by asking questions about master data issues. The Talend Sales overlay and the Talend sales executive can help the partner create/run the demo. Note: In case a custom demo is required, please make sure to allow a proper amount of time for the pre-sales to prepare. Try to use a combination of standard and custom material for faster success. RFP Talend has an MDM Project Checklist document, which can help partners create an RFP on behalf of their customers. Talend also has a generic MDM RFP with answers, which partners can use to respond to customerwritten RFPs. These documents can be used to speed up the RFP process. POC Why a Proof Of-Concept? A POC allows customers to see Talend in action and you may have to execute a POC before your customer agrees to buy. Talend s goal is to empower partners to be able to create their own POCs. Partners should leverage the training and certification courses that are included in the Talend Alliance Program, as these courses can be used to show you how to create a POC. Partners can also work with their Talend Sales Executive to reserve the Talend technical resources required to create a POC. However, these resources must be used sparingly, and so it is essential that you understand what the POC is trying to accomplish. Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 7

8 Ideally, the main goal of any POC is to verify a precise technical detail that was not apparent in a customized demo. Thus, a POC is not a way to sell. Actually, if there is a technical issue, it might be more a way to kill the project. So the customer should be sold on the overall purchase before the POC by your messaging, a good comprehension of Talend s key differentiators and Talend s attractive pricing. If you successfully Prove the Concepts you ve described to your customer, then a sale should ensue. In order to be successful with a POC you need to set realistic expectations and work on a clear, measurable set of goals for success. These requirements must be established and agreed upon before the POC starts. Once the POC is complete, you will walk through these requirements one by one to get a clear agreement from the prospect that you and Talend have met the requirements and can move forward with the license. 3.3 How to create an MDM opportunity from nothing There are two ways to create an MDM opportunity. You can upgrade a current DI or DQ customer to MDM or you can help a prospect open their eyes to an MDM project. Up sell DI and DQ Many Talend DI and DQ customers are already headed down the MDM path. In fact, this is a key benefit of the Talend Unified Platform. With Talend, customers can extend the knowledge of their resources with significantly less training by using a single studio. Further, the metadata and artifacts from a DI or DQ project can be shared with MDM. The goal to an effective up sale is to identify how MDM can be a benefit to the current project. There are three projects that MDM can be applied to for further value. Synchronize or Consolidate Data Data Migration and Mapping Tables Data Quality Create MDM interest Every organization has a master data problem. The best way to close an MDM deal is to find and create opportunities. You can use the up sale situations described above as one vehicle. You can also help a prospect identify a problem that MDM will fit. In section one, we present several business cases for MDM. In section nine; we provide some general case studies. These are all useful tools to help prospects see their problems. In this section we present four more areas of focus that may help you paint a picture for the prospect. If you have a prospect that is focused on this type of data, we may be able to help create a project. MDM for Product Data The processes of developing, producing, distributing and supporting products are tremendously complicated when there's no one place you can go to see the entire product catalog for the whole enterprise. Creation of a single product information hub reduces complexity and brings Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 8

9 huge value. MDM for Customer Data and CRM Customer data is the lifeblood of any organization; however, it is often wrought with data quality issues and resides in disparate formats in disparate systems. Reconciliation of this data and a single view across systems can provide huge value for an organization. These are core use cases for master data management. MDM for ERP Companies using ERP suites quickly realize that data quality is essential to proper system operation and the generation of business value. ERP systems with duplicate data. They are good at processing transactions, but not so good at managing master data, data quality, hierarchy management, enrichment with third-party content, data governance, matching, cleansing and duplicate resolution. MDM is used to aid with these functions and synchronize data within multiple ERPs or to other systems. MDM for Employee Data Human Resources deploy a wide range of systems to provide value to the organization. Further, the onboard and termination processes can be complex. Effective employee master data can help HR deploy services quicker, onboard employees more efficiently, eliminate risk associated with terminated employees, and process mergers and acquisitions more quickly. 4. Targets and how to address them Master data management solves a problem that is most likely apparent in every organization. It is the challenge of Talend and our partners to uncover the need with the right people. This chapter will help you uncover the need and the right people. 4.1 Verticals Targets Every organization could benefit from central control of master data. However, there are some early adopters of this technology and some verticals are more likely to adopt and may have the dedicated IT resources in house to support an MDM initiative including: Financial services (capital markets, insurance and banking) Retail Communications and media Transportation and logistics Public sector Utilities 4.2 Function/Role Target Typically, there are several resources involved in making an MDM decision. It is important to identify each so that you can present the right message to them. Ultimately, we should have at least two but all of these personas identified for an opportunity. The personas involved are Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 9

10 outlined below and described in the following sections. Developer (Technical Buyer) typical influencer Architect (Technical Buyer) typical influencer Program Manager (Business Buyer) potential champion, possible funding Business Owner (Business Buyer) potential champion, possible funding 4.3 Technical buyer The technical buyer is an IT resource that will a have vision across parts of the enterprise or a business unit/department and is likely to understand the value of MDM to help resolve issues stemming from an environment of multiple systems and databases. They understand why improving access and the quality of data can be beneficial. They know that there are several resources (both repositories and actors) that own the data and they express knowledge of the various roles. 4.4 Business buyer: characteristics & open ended questions A good fit business buyer will have a strategic view of the organization across departments or lines of business or even internal functions. They are concerned with meeting high-level corporate objectives to increase revenue, decrease costs, operating more efficiently and reduce risk. They believe that data is a vital corporate asset. Often the business buyer would like a single view of data so that they do not have to go to multiple sources to get an understanding of the truth, however, they know this is a touchy political proposition and will be aware of governance concerns. It is likely that they will know how MDM will fit in their architecture but they are unaware of the explicit technical features. They are typically responsible for defining the process around the master data and will take part in collaboration. They are often part of the data governance squad. 4.5 Partners: System Integrators Generally, you, the Talend partner, are more important for MDM deals than other deals because there is often a layer of complexity for the business case that requires deep industry knowledge and information on explicit issues and problems. Many partners have expertise through experience solving these issues and are beneficial. They are often key influencers in the sales cycle. Typically, a Talend partner might help with the following: Data Governance Strategy partners are typically nagged to help customers understand the politics of MDM and set forth a strategy to coordinate the people, process and technology that will often surround an MDM project. Business issue partners have expertise solving very industry explicit issues in certain verticals and we can rely on this experience to help Talend understand why the customer is requiring MDM. Architecture Implementation of MDM involves a lot of moving parts and will connect to a lot of systems. The implementation architecture is often driven by the business case. Partners often provide consultation around the appropriate architecture for a MDM solution. Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 10

11 Vendor of choice a partner is often contracted by a prospect to evaluate different MDM solutions to determine their explicit requirements 5. Qualification Criteria & Questions To qualify an opportunity, we need to collect information at all stages of the sales cycle. The list below could be applied to any opportunity but is especially valid for MDM opportunities that are usually bigger and more strategic: What is the business issue they are trying to solve? Do they have a compelling event (i.e. a reason for choosing a date for the application to be in production) What is the customer's budget? Who is the key decision maker? Who are the influencers? What is the customer's buying process? Who is the competition? What are the customer's decision-making criteria? 6. Pricing Talend s MDM pricing is simple, consistent with other Talend products and disruptive to the market. Talend fights the data tax imposed by our competitors whose variable pricing is based mainly on record counts. The price of Talend MDM is based on an annual subscription depending on number and type of users as well as the number of connected systems. Your Talend Account Executive can help you create a pricing quote for your customer. 7. Talend MDM - Product Features/Benefits & Architecture Talend MDM presents a complete solution for integrating, improving quality, master and performing stewardship on transactional reference data. A complete set of features and corresponding benefits, as well as Talend MDM architecture can be found in this attachment. 7.1 Talend MDM Open source and Commercial Editions There are two editions of Talend MDM, Talend Open Studio for MDM (TOS4MDM) and Talend Enterprise MDM. Our open source version, allows implementation of a complete MDM project or can help to develop an MDM strategy or pilot. The Enterprise edition contains all the functionality of TOS4MDM and adds advanced features for workflow, multiple users, larger scalability and hierarchy management, amongst others. It is being used by organizations of all sizes to accomplish their master data goals. Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 11

12 8. Key MDM Concepts Master Data Domain A domain is a collection of definitions that identify a particular concept. For instance, a product domain may be defined by a product, product family and price list. A customer domain may be defined by the organization, account, contact and opportunity. A logistics domain may be identified by a route, vessel and location. MDM Implementation Styles An implementation style describes how the MDM hub will be used and inherently points to a business value. There are three types of implementation style, collaborative, analytical and operational. MDM Architectural Styles An architectural style defines where the physical representation of the mastered data resides. This is an important consideration for architecting how MDM will be integrated into existing processes and technologies within an organization. Data Governance MDM enables a data governance practice, which is the people, process and technology that ensures that important data assets are formally managed throughout the enterprise. A data governance plan describes the definition and processes for cross organization master data. Data governance ensures that data can be trusted and that people can be made accountable for any adverse event that happens because of low data quality. 9. Customer Anecdotes, Case Studies Talend MDM is relatively new but we already have over 70 projects across the world using the product (including those using Talend MDM CE). Companies such as the BBC, SAB Miller, Veolia, Boston College, RTE, Berlingske and the French National Police (choose applicably) have chosen Talend MDM. Customers anecdotes are essential to initiating a sales cycle, and we encourage our partners to familiarize themselves with a variety of Talend MDM success stories, so that they feel comfortable responding to customer concerns. These stories can be used when interest is created and you have more time from your prospects. MDM is still a relatively new concept, and customers stories help removing the apparent complexity of the topic and give precise and appealing ideas on how MDM could solve many practical issues that most companies have. Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 12

13 10. Market Overview The MDM market has been growing rapidly since about 2003 and analysts estimate that the current market for MDM software license is worth about $3 billion with a 30% year-on-year growth rate. MDM arose from the CDI (Customer Data Integration) and PIM (Product Information Management) markets and is still segmented into these two categories, customer and product, at least by Gartner. There is no category for a general MDM product such as Talend MDM that fits into both categories. Gartner Magic Quadrant MDM for Product Data (September 2010) Gartner Magic Quadrant MDM for Customer Data (September 2010) 11. Competitive Landscape 11.1 Setting Traps A trap will catch our opponent off guard and lay concern in the prospects head. Most of these can be used with any competitor. Talend MDM has several key differentiators as outlined in the playbook, but here are more direct traps that can be set. Predictable cost vs. Record count and Domain based pricing Unlike competitors Talend does not charge for additional domains or increased record counts. Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 13

14 How many records will you master? How much will it grow every year? Does your budget include a perpetual increase of the license cost (as data usually increases every year)? Do you know precisely the limits/definition of a Domain for the other vendors? How many do you think you will need for your project? And in the future? What about other departments in your company? The success of an MDM project is often contagious! With what systems will you be connecting to? Do you have connectors for those? Will there be additional cost if you need them? Do you intend to use the data stewardship console? Will that cost extra with other vendors? Multi-solution MDM on Unified Platform vs. Patchwork of Incomplete Solutions Talend provides a holistic MDM with a complete set of the required functions for a successful implementation. There is no extra charge for various connectors or integration and cleansing functions. Have you considered all the technologies you will need for this project? Do you have resources with expertise in all the required functions? How many will you need to learn? Can you share these resources across the products? How well do they fit together? Are they all upgraded at the same time? What is the Total Cost of Ownership (TCO) for your MDM project? Have you considered all of the licenses you will need for DI, DQ, MDM and BPM? Are they provided as one license, by the same vendor? On the same platform? Do the other vendors provide a common repository to share project metadata and artifacts? General purpose & multi-domain MDM vs. Narrow scope and rigid models Talend MDM is natively a multi-domain solution that enables you to model and master any domain and any number of domains in a single solution. Do you think that your company/project is like any other in your industry/domain? If not, how can the MDM solutions that you re considering be customized for your specific needs? Will that make the implementation and maintenance cumbersome and costly? Will the solution address your explicit and unique requirements? How many domains do you want to master? What about in the future or for other departments in your company? Will you be able to tackle those other domains with the same MDM product or will you need to buy a different one? Even if it s from the same vendor are you sure it shares the same technology? Will you need to acquire additional competences? Will you then need another MDM to bring those different MDM products together? Will there be an additional license cost? Open Source and Extensible vs. Black Box Proprietary Solution Talend MDM is extensible and open source. This is not black-box proprietary software. You can open it up, investigate and extend as necessary. NO other vendor provides this. Can you customize the other MDM solutions you are considering? If there is a function that you do not have and need can you extend the MDM to include this without waiting for the vendor to make an update? Does the other solution have a community of developers who create extensions to the solution and share them with each other? How can you determine if an issue you have is a bug or an implementation problem? If it is a bug do you have access to track the fix and install a patch as soon as it is available? Can you investigate the software and possibly fix it yourself? Do the other vendors have a vital and active community who provides another level of free support to each other? Talend 2012 Confidential For Talend Partners Only Talend MDM Playbook For Partners v2.0 14