b p g008 pastor 091907
DESCRIPTION
Full session information and video available on successforce.com.TRANSCRIPT
Are You Connected? Approaching Enterprise Integration
Peter Hanstén - Wärtsilä Corporation
Jon Brayshaw - salesforce.com
Chirag Patel - Citrix Systems, Inc.
Larry Jovanovic - salesforce.com
Track: Global Enterprise Deployment
Safe Harbor Statement
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Session Overview
Goals Provide practical integration insight and best practices by…
• Evaluating different approaches to integration
• Reviewing key challenges and lessons learned
Suggest best courses of action for those planning integrations
Agenda Wärtsilä Solution Study
SAP XI Integration Considerations
Citrix Solution Study
Enterprise Integration Approach Considerations
Q&A
Peter Hanstén
VP, Ship Power Quality Systems
Jonathan Brayshaw
Principal Consultant (London)
Who is Wärtsilä?
• Wärtsilä in 2006
• Net sales of € 3,189.6 million Order intake of € 4,621.1
million
• 14,346 employees Order book of € 4,438.9 million
The leading supplier of ship machinery, propulsion, and manoeuvring solutions for all types of marine vessels and offshore applications
A leading supplier of power plants for the decentralized power generation market, and for the oil and gas industry
•
•
Implementation Objectives & Key Principles
Objectives Achieve a true 360 degree view of our customers
Optimize life-cycle revenue and profit through increased
customer loyalty and external efficiency
Critical Success Factors Prioritize change management
Correctly identify prospects and customers
Focus on team selling
Track and keep promises made to customers
Use standard features of SAP XI
Overcome technology incompatibilities: write once, reuse a lot
Wärtsilä Solution Overview
Scope 200 user pilot; 2000+ user global roll-out in 2008 (65 countries)
Deep opportunity management process and functionality
Integration with our data warehouse via SAP XI and WebMethods
Bi-directional integration with two quoting systems
Current Status Wrapping up the build phase
End user training begins in mid-October
100% of SFA functionality for 4 countries
Leveraging the pilot for change management during 2007
Business and Technology Considerations
Business Challenges Global CRM system needed
Better Account/Customer management via…
• Sharing information globally
• Supporting geographically disparate sales teams
Automating Opportunity-to-Order processes
Technology Challenges Many embedded, heterogeneous systems
Lots of scattered data; little usable information
IT wants to use SAP technology
An SI manages our infrastructure and implementation team
Real-time outbound messaging required for the integration
The Wärtsilä Integration Strategy
Business-side
Support 360 degree view of Customer• Customer Master
• Installations
Technology-side
Integration with internal quoting systems to support
Opportunity-to-Order processes
SAP XI is the integration “tool of choice”
WebMethods used as external/Internet facing interface
(firewall)
Perpetual data synchronisation across systems
The Wärtsilä Integration Architecture
What is SAP XI?
SAP Exchange Infrastructure (SAP XI)
EAI tool, part of SAP Netweaver Drag and drop message mapping
Persistence layer
Connectivity to many types of systems
• SAP
• Web Services adapter
– Generates messages to salesforce.com
– Can receive outbound salesforce.com messages
• Enterprise adapter for database connectivity
Challenges between SAP XI and salesforce.com
WSDL Compatibility SAP XI cannot truly consume the salesforce.com WSDL
• SAP XI does not understand “complex” types
• No error is thrown on the WSDL from SAP XI
• SAP XI only sees attributes of sObject, rather than resolving the sObject
to the correct salesforce.com object referenced
Session Management SAP XI assumes static SOAP header information
• SAP expects a static username and password; salesforce.com provides a
dynamic Session ID
• SAP expects a static URL endpoint; salesforce.com uses dynamic URL
end points
Solution: WSDL Compatibility
Before <element name="upsert">
<complexType>
<sequence>
<element name="externalIDFieldName" type="xsd:string"/>
<element name="sObjects" type="ens:sobject" minOccurs="0" maxOccurs="unbounded"/>
</sequence>
</complexType>
</element>
After
<element name="upsert">
<complexType>
<sequence>
<element name="externalIDFieldName" type="xsd:string"/>
<element name="sObjects" type="ens:Account" minOccurs="0" maxOccurs="unbounded"/>
</sequence>
</complexType>
</element>
Solution: Session Management
Salesforce.com Authorisation Process Initial login call returns a Session ID
Session ID is required in all subsequent calls
Session IDs have a limited life time
Expired Session IDs return login errors
Solution WebMethods manages login, Session ID retrieval, and re-
login to salesforce.com
WebMethods updates the SOAP header information, when
needed, for messages going to salesforce.com
Key Takeaways
Many options to integrate salesforce.com and SAP XI is SAP’s method of integrating its products
There are many other methods (SAP Connector, EAI tools,
AppExchange Partners)
SAP integration is highly feasible, high-value Process automation reduces data errors and increases
efficiency
Integration allows the fuller utilization of each application
Key Takeaways
Involvement and education are critical Does everyone understand SaaS concepts?
Establish a common lexicon, as systems can use the same
terms for different things
Pilot approach has downsides
Integration is required upfront to provide a reasonable
environment for evaluation, often before the full production
scope is really known
Pilot system will require enhancements before it can become
production; some interfaces may need to be rewritten
Pilot scope is very difficult to carve out and stick to
Chirag Patel
Director of Sales Systems
Larry Jovanovic
Solution Architect (Chicago)
Who is Citrix?
The global leader for application delivery infrastructure. 200k+ organizations worldwide rely on Citrix for application delivery
6k+ channel and alliance partners in more than 100 countries
Citrix EdgeSight™
Monitor Real-Time User Experience
Citrix WANScaler™
Accelerate Apps to Branch Offices
Citrix Access Gateway™
Enable Secure App Access
Citrix® NetScaler®
Deliver WebApps
Citrix Presentation Server™
Deliver Windows Apps
Citrix Desktop Server™
Deliver Windows Desktops
Users Apps
Citrix Solution OverviewWhat was our problem and solution approach?
Primary Problem Legacy CRM system with performance/maintainability issues
Project Objective Improve ‘core’ SFA functionality within an aggressive timeline
Key Strategies Leverage as much ‘out-of-the-box’ as possible
Focus on functionality that drives user adoption
Citrix Solution OverviewWhere are we today?
Implementation Recap Time – Eight month effort
Users – 1300+ across the globe
Deployment – “Big bang” approach
Current Status Seven months in production with strong user adoption
Added smaller components (e.g. Activity Tracking)
Reviewing larger components (e.g. Lead Management)
Key Challenges
Key Challenges Immoveable go-live date to coincide with yearly partner
conference
Brain surgery (how to carve out SFA from CRM?)
Tight integration with legacy system became critical path
Four Impacted Areas Deployment
Users
Data
Integration
Deployment ImplicationsChallenge #1
Staged rollout with iterative deployments over time Unable to carve out scope or users
Tight data integrations were fundamental
‘Big Bang’ implementation Everything at once (or close)
Only option that allowed us to meet our timelines
User View – CurrentChallenge #2
Vantive (legacy CRM)Vantive (legacy CRM)
Geo Sales
Sales Ops
Partners
CC / Tech Sup
Marketing
Education Consulting
Channel Ops
Finance
Order ServicesChannel Mgrs
Sales Mgmt
Customers
Education Ops
CC Acct SpecSales Eng
Geo Sales
Sales Ops
Consulting
Channel Mgrs
Sales Mgmt
Sales Eng
Master Data Management ConsiderationsChallenge #3
Tackling Master Data Management (MDM) What data entities do we master where? (determine attributes,
data model, etc.)
We didn’t have an MDM strategy Planned to quickly move SFA to salesforce.com
Still needed to apply MDM principles to guide decisions
Thought process on determining ultimate data master Leverage salesforce.com for SFA functionality
Mastered in salesforce.com only what had to be there
Retroactively developing and implementing our MDM
strategy
Citrix MDM Landscape - Current
Vantive (legacy CRM)Vantive (legacy CRM)
Installed Prod
Partners
Acct Teams
Campaigns
Accounts
Territories
Sales TeamsProducts
Users
Cases
LeadsContracts
Opportunities SMS Plans
Contacts
Opportunities ExceptionsSMS PlansContacts
AccountsProducts
Our options: (order of preference)1) Link to data from SFDC – read only2) Link to data from SFDC – editable3) Push data into SFDC – read only4) Push data into SFDC – editable 5) Master data in SFDC – editable
Exceptions
Integration ImplicationsChallenge #4
‘Point to Point’ vs. SOA? Chose ‘Point to Point’
Best allowed us to meet aggressive timelines
Retroactively shifting to an SOA architecture Leveraging experience to setup ‘final’ architecture
Setting up reusable components for new integrations
Interfaces – 6 total, covering 10 data objects 4 uni-directional
2 bi-directional for Contacts and Opportunities
Key Lessons Learned
Interfaces can neutralize key SaaS benefits Still subject to the lowest common denominator
Decrease speed of implementation, increase reliance on IT
Decrease flexibility of enhancements
Favors ‘Big Bang’ vs. incremental releases
Strive for simplicity in design Additional interfaces should be rationalized
1 + 1 != 2
• Bi-directional interface introduces a lot more complexity
• Bi-directional interface makes the integration less flexible
Key Lessons Learned (cont’d)
Develop a strategy for environments and migration Development, QA, and Production environments (at a minimum) Strict internal process to migrate changes between environments
Data, data, data… Data synchronization across systems is an on-going effort
• Have a good strategy to reconcile• Plan to keep doing this
Have a plan for doing ‘mass’ updates so that ‘regular’ updates do not get queued
Expect data mapping challenges• Data models likely do not match• Attribute fields may not match
– Address field is 4 fields in one system, one field in another– Field lengths differ between systems
Tackling Integration – Master Data Management
Definition: A set of processes and technologies that ensure
information about business objects is current, consistent, and
accurate whenever it is used internally or shared outside of an
enterprise.” - AMR Research
Questions to consider What are my data elements? (e.g. Accounts, Orders)
Where will those elements be mastered?
Who will need to access these elements?
What operations will need to be performed on these elements?
Ensure your MDM strategy aligns with business processes, not
legacy constraints
Integration alone cannot fix or succeed against low quality data
Tackling Integration – Enterprise Strategy
Approaching integration with a strategy provides a plan and platform
that can create economies of scale Lower incremental effort, cost, and risk across implementation and
maintenance cycles
Investigate whether a strategy already exists Is there an organizational standard? (ESB, EAI, SOA)
Establishing a strategy Consider both current and future initiatives, even if the future is not well
known
Evaluate existing subject matter expertise, investments, and the longevity of
those
Understand alternatives - total cost of ownership for custom integrations;
include support costs and limits, maintenance requirements
Tackling Integration – Additional Considerations
Align your organization with the key stakeholders and
organizational goals
Understand how the application will be used and what the key
success factors are
Develop the big picture, then identify the steps to get there
Ensure that cross-step dependencies are identified and
monitored continuously
Mobilize your troops
Identify the subject matter experts
Understand where you will need assistance
Look to leverage expert services early and in key areas
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Questions?
Peter Hanstén - Wärtsilä Corporation
Jon Brayshaw - salesforce.com
Chirag Patel - Citrix Systems, Inc.
Larry Jovanovic - salesforce.com