[ SHERRYANNE MEYER. SAP CRM at Applied Materials. Session Al Linke Director, IT Sales & Marketing [ STEVE RUGGIERO [ ED HUDAK

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1 SAP CRM at Applied Materials Session ] Al Linke Director, IT Sales & Marketing [ ED HUDAK ASUG INSTALLATION MEMBER MEMBER SINCE: 1998 [ STEVE RUGGIERO ASUG INSTALLATION MEMBER MEMBER SINCE: 2000 [ SHERRYANNE MEYER ASUG INSTALLATION MEMBER MEMBER SINCE: 1999

SINCE: 1998 [ STEVE RUGGIERO ASUG INSTALLATION MEMBER MEMBER

2 In This Session Applied Materials Company Background Project Goals SAP CRM Solution Overview at Applied Materials Opportunities Configurable Quotes Forecasting Recurring Service Revenue Mobile Lessons Learned What Went Well What Didn t Go Well Q&A 2 2

Opportunities Configurable Quotes Forecasting Recurring

3 Applied Materials Company Background Applied Materials is the global leader in providing equipment, services and software to the semiconductor, flat panel display and solar photovoltaic industries. FY 10 Revenue $10B Applied Materials Primary Segments: Semiconductor Solar (entered Solar market in 2006) Display After Market Services & Spares Low Volume, High Dollar Transactions (ASP $1M to $10M) 3 3

FY 10 Revenue $10B Applied Materials Primary Segments: Semiconductor Solar (entered Solar market in

4 Applied Equipment Wafer Wiresaw 4

5 Applied Equipment Flat Panel LCD Tool 5 5

6 Project Goals Provide a global sales forecasting and order management solution using common business processes across all Applied Business Units The implementation included the following: Opportunity Management Quoting with Variant Configuration (using IPC in CRM) ECC Integration (Sales Order Creation) Reporting using BI BPS module integration for recurring service revenue forecasting Mobile 6 6

Opportunity Management Quoting with Variant Configuration (using IPC in CRM) ECC Integration (Sales

7 Multi-Phase Implementation - Project Status Service & Spares July 11 Solar LIVE Feb 09 Display Sept 11 Semiconductor 2013 SAP CRM 7

8 Top Level Sales Process Flow Sales Business Opportunities Identification Sales Mini Opp Creation from Smart Phone OM Enter Opportunity w/ Partial Configuration OM Quote SAF Approval Workflow * OM Generate Customer Quote w/ Full Configuration * Only if deviation of standard terms Sales Performance Spec Approval Workflow (Equipment Only) PSR can occur any time between opportunity identification and booking Key SAP CRM SAP ECC Outside of SAP Update Opportunity (Smart Phone) & Quote NO Negotiation Customer accepts? Sales YES OM OM OM OM Sales Sales Order or Contract Record Booking Clean Booking Checklist Workflow Booking SAF Workflow Receive PO 8

(Equipment Only) PSR can occur any time between opportunity identification and booking Key SAP CRM SAP ECC Outside of SAP Update Opportunity (Smart Phone) & Quote

9 High Level Systems Landscape SAP CRM Opportunity SAP ECC BI (Reporting) Configurable Quote (IPC) Sales Order Pricing Quote Sales Order Variant Configurator Sky Mobile Plug-In Billing Customer Master Replicates data from ECC to CRM 9 9

Pricing Quote Sales Order Variant Configurator Sky Mobile

10 Access from SAP Portal Launching SAP CRM 10 10

11 CRM Home Page 11 11

12 Opportunity Screen 12 12

13 Configuration 13 13

14 Customer Facing Quote 14 14

15 Sales Approval Form Questionnaire 15

16 Sales Approval Form - Approvers 16

17 Forecasting Recurring Bookings & Revenue Leveraged the BPS module to meet requirement for forecasting recurring service revenue 17

18 Forecasting Recurring Bookings & Revenue BPS module within CRM with actuals from ECC 18

19 Clean Booking Checklist Workflow 19

20 Mini Opportunity Creation and Updates on Smart Phone (Sky Technologies) All Open Opps for Sales Person X A Selected Opportunity Changing Status from Upside to Commit Opp Line Level Info Updating the FCST Book Date Updating the FCST Amount 20 20

Opportunity Changing Status from Upside to Commit Opp Line

21 SAP CRM Sales Approval Form (SAF) on Smart Phone (Sky Technologies) Home Screen Open Approvals Selected SAF SAF Form SAF Form Zoomed Listing of Attachments Viewing Attachment Approve or Reject 21

22 Best Practices - What Went Well Early show and tell with order management and stakeholders on SAP CRM User Interface & Functionality Perception issue from earlier ECC implementation Minimal customizations Business partnership and education on why excessive customizations are a bad thing Previous ERP implementations lessons learned Early Design Workshops with Business Users Simplified Security Model Good CRM Speed in all Applied Locations (North America, Europe, Asia) Worked with BASIS on speed tweaks Hiring In House SAP CRM Guru 22 22

23 What Didn t Go Well BI and Reporting User Friendly Issues Adding BeX for Power Users helped Looking into Business Objects now Initially did not have CRM knowledgeable BASIS resources Many challenges/oss notes with BPS/CRM integration Technical issues for CRM to ECC Quote Replication for highly complex VC models (looking into CRM 7 direct ECC quote feature) 23 23

24 Key Learnings Early show and tell with business stakeholders Don t rely 100% on consultants, get an in house SAP CRM guru Scope in some Wow factor component (ex. Mobile) Ensure BASIS team is CRM knowledgeable Conduct regional speed tests, work with BASIS on speed tweaks Minimal customizations, educate the business on why excessive customizations are a bad thing 24 24

25 Your Turn! How to contact me: Al Linke 25 25

26 ] Thank you for participating. Please remember to complete and return your evaluation form following this session. For ongoing education on this area of focus, visit the Year-Round Community page at [ SESSION CODE:

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