may 19th, 2003 mobile sales implementation by b. finnegan 1 crm mobile sales global implementation
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May 19th, 2003May 19th, 2003 Mobile Sales Implementation By B. FinneganMobile Sales Implementation By B. Finnegan 11
CRM Mobile Sales CRM Mobile Sales
Global Implementation Global Implementation
May 19th, 2003May 19th, 2003 Mobile Sales Implementation By B. FinneganMobile Sales Implementation By B. Finnegan 22
LYONDELL ENTERPRISELYONDELL ENTERPRISE 2002 Revenues -- $12.2 Billion2002 Revenues -- $12.2 Billion
The Lyondell Enterprise includes the The Lyondell Enterprise includes the followingfollowing::
Lyondell Chemical CompanyLyondell Chemical Company A leading producer of PO and derivativesA leading producer of PO and derivatives
EquistarEquistar Chemicals, LPChemicals, LP - Petrochemicals and - Petrochemicals and PolymersPolymers
A leading North American producer of ethylene, propylene A leading North American producer of ethylene, propylene and polyethyleneand polyethylene
LYONDELL-CITGO Refining LPLYONDELL-CITGO Refining LP - Refining - RefiningUnique capability to refine heavy crude oilsUnique capability to refine heavy crude oils
Company OverviewCompany Overview
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Lyondell’s Enterprise Lyondell’s Enterprise
Equistar Equistar Petrochemicals & PolymersPetrochemicals & Polymers
$5.5 Billion Revenues$5.5 Billion Revenues 3,400 Employees 3,400 Employees 70.5% Ownership70.5% Ownership Capacity PositionsCapacity Positions
LyondellLyondellIntermediate Chemicals & Intermediate Chemicals &
DerivativesDerivatives $3.3 Billion Revenues $3.3 Billion Revenues 3,350 Employees3,350 Employees 100% ownership100% ownership Capacity PositionsCapacity Positions
LCRLCRLyondell-Citgo Refining LPLyondell-Citgo Refining LP $3.4 Billion Revenues$3.4 Billion Revenues 1000 Employees1000 Employees 58.75% Ownership 58.75% Ownership One of the largest One of the largest
Refineries designed to Refineries designed to process Heavy Crudeprocess Heavy CrudeGlobalGlobal North North
AmericaAmerica
PropylenePropylene
OxideOxide22 11
StyreneStyrene 33 11
MTBEMTBE 11 11
PropylenePropylene
GlycolGlycol22 22
TDITDI 22 33
GlobalGlobal North North AmericaAmerica
EthyleneEthylene 55 22
PropylenePropylene 66 22
ButadieneButadiene 22 11
PolyethylenePolyethylene 44 33
EthyleneEthylene
GlycolGlycol** 33
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Lyondell Operates All Over the Lyondell Operates All Over the World.World.
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CRM Mobile SalesCRM Mobile Sales
Heavy Involvement from Sales OrganizationHeavy Involvement from Sales Organization Limited Scope to Mobile Sales OnlyLimited Scope to Mobile Sales Only Global Implementation Completed in 2002Global Implementation Completed in 2002 Focus on Integration of R3-BW-Middleware-Focus on Integration of R3-BW-Middleware-
Mobile Clients-OutlookMobile Clients-Outlook Accelerated Implementation by Limiting Content Accelerated Implementation by Limiting Content
on Mobile Clients (laptops)on Mobile Clients (laptops) Add Enhancements and Features in Later Add Enhancements and Features in Later
PhasesPhases
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CRM PhilosophyCRM Philosophy Ease of Use Ease of Use
Real Time Data Pushed to Sellers’ Laptop Via Remote VPN Real Time Data Pushed to Sellers’ Laptop Via Remote VPN Connection Connection BW Reports for Pricing, Orders, HistoryBW Reports for Pricing, Orders, History Push to seller daily, weekly and monthlyPush to seller daily, weekly and monthly
Tight Integration with SAP R3 and BWTight Integration with SAP R3 and BW Tight Integration with Outlook Tight Integration with Outlook
Contacts to Outlook (in house developed)Contacts to Outlook (in house developed) Calendar synchronization (Waiting for SAP integration with Office XP Calendar synchronization (Waiting for SAP integration with Office XP
Outlook)Outlook) Easy to Connect to Middleware and Update Data on Laptop.Easy to Connect to Middleware and Update Data on Laptop.
Other BenefitsOther Benefits Replace old SFA SystemReplace old SFA System Seller’s Contact data Maintained in MiddlewareSeller’s Contact data Maintained in Middleware
Copy of Seller’s contacts on laptopCopy of Seller’s contacts on laptop Seller’s own and maintain their own contactsSeller’s own and maintain their own contacts
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CRM PhilosophyCRM Philosophy CRM is Owned and Managed by Sales CRM is Owned and Managed by Sales
Early and Ongoing Sales Management and Sellers Early and Ongoing Sales Management and Sellers InvolvementInvolvement
Enhancements driven from Sales needsEnhancements driven from Sales needs IT to Enable CRM TechnologyIT to Enable CRM Technology
Scope limited to CRM Mobile SalesScope limited to CRM Mobile Sales Communication from SAP R3 & BW to Middleware to Communication from SAP R3 & BW to Middleware to
Seller Laptops Seller Laptops Global Reports Formats Customized for Each Seller’s Global Reports Formats Customized for Each Seller’s
CustomersCustomers Currencies and units customized by seller’s CRM subscriptionCurrencies and units customized by seller’s CRM subscription
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CRM Implementation CORE TEAMCRM Implementation CORE TEAM Sponsor - Sales Vice President for North AmericaSponsor - Sales Vice President for North America Business Leads - Sales Directors & Sales ManagerBusiness Leads - Sales Directors & Sales Manager Sales Representatives Sales Representatives
Sellers from Each Major Business Line and RegionSellers from Each Major Business Line and Region US Seller Coordinating Report ContentUS Seller Coordinating Report Content Sales Business AnalysisSales Business Analysis Sale Administrative Assistants for each regionSale Administrative Assistants for each region
Supply Chain and Customer Service RepresentativesSupply Chain and Customer Service Representatives CRM Expert Developers CRM Expert Developers Training & Documentation SpecialistTraining & Documentation Specialist Testing CoordinatorTesting Coordinator Laptop/Remote Computing RepresentativesLaptop/Remote Computing Representatives IT Project LeadIT Project Lead Regional IT CoordinatorsRegional IT Coordinators IT Basis Representatives IT Basis Representatives IT BW Expert Development & SupportIT BW Expert Development & Support
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Project Time Line Project Time Line
Project Requirements Agreement
CRM Prototype Development
New Laptop Configured Tested
Initial Request for Sellers Contact Data
Testing and Debuging
BW Reports Developed
Develop Training Class and Material
Americas Roll Out & Seller Training
European Roll Out & Seller Training
Asian Roll Out & Seller Training
Legacy SFA System Shut Down
Refresher Training
SAP R3 Master Data Cleaning
Contacts Data Cleaning
Campaign Management
1Q03 2Q031Q02 2Q02 3Q02 4Q02
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Project Cost versus Plan Project Cost versus Plan
First Phase of CRM ProjectFirst Phase of CRM Project On BudgetOn Budget A couple months behind scheduleA couple months behind schedule
Root Causes of DelayRoot Causes of Delay Master Data CleaningMaster Data Cleaning Resolving BW issues with upgrade to BW 3.0Resolving BW issues with upgrade to BW 3.0 Contact Data CleaningContact Data Cleaning Changes in Composition of Core TeamChanges in Composition of Core Team
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CRM AccomplishmentsCRM Accomplishments133 Sellers and Sales Management 133 Sellers and Sales Management
Around the World Using CRMAround the World Using CRM27 Standard BW Reports Pushed to 27 Standard BW Reports Pushed to
Sellers Based on their SubscriptionSellers Based on their SubscriptionAll Seller’s Contact Data Stored in All Seller’s Contact Data Stored in
MiddlewareMiddlewareMarketing AttributesMarketing AttributesStored in Seller’s OutlookStored in Seller’s Outlook
Campaign Management Campaign Management Contact Call ReportContact Call Report
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CRM Lessons LearnedCRM Lessons Learned Clean Master Data Early and CompletelyClean Master Data Early and Completely
Business Partners Assigned to SellersBusiness Partners Assigned to Sellers Implement Processes to Keep Master Data CleanImplement Processes to Keep Master Data Clean
Be Extremely Clear and Precise on Minimum Be Extremely Clear and Precise on Minimum Data Needed to Initially Populate ContactsData Needed to Initially Populate Contacts test data integrity before loading in CRMtest data integrity before loading in CRM
Be Sure Required Software is Loaded the Same Be Sure Required Software is Loaded the Same Way and in the Same Order and is Well TestedWay and in the Same Order and is Well Tested
Be Generous with Setting the Minimum Be Generous with Setting the Minimum Hardware Requirements for Mobile Clients Hardware Requirements for Mobile Clients (laptops)(laptops)
Complete any SAP/BW Upgrades Several Complete any SAP/BW Upgrades Several Months before a CRM Role out.Months before a CRM Role out.
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Where We AreWhere We Are Powerful New Technology Infrastructure to Get Powerful New Technology Infrastructure to Get
Mission Critical Data to and from Our Sales Mission Critical Data to and from Our Sales Force in the FieldForce in the Field Detailed Reports on Prices, Orders, HistoryDetailed Reports on Prices, Orders, History Detailed Business Partner DataDetailed Business Partner Data
Increasing Communication Options with Increasing Communication Options with CustomersCustomers Price Letters, Technical data, Surveys, Event Price Letters, Technical data, Surveys, Event
Management, Sales Outings, etc.Management, Sales Outings, etc.
Accurate Enterprise Wide Data on Seller’s Accurate Enterprise Wide Data on Seller’s Contacts – Previously owned by SellersContacts – Previously owned by Sellers
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Where We Are GoingWhere We Are Going Improve Ease of UseImprove Ease of Use
CRM 4.0 1Q04CRM 4.0 1Q04 Continue to Add Content for SellersContinue to Add Content for Sellers
Adding Customer Credit ReportsAdding Customer Credit Reports Customer Profiles & StrategiesCustomer Profiles & Strategies Customer Operating MarginsCustomer Operating Margins Price Change Request from FieldPrice Change Request from Field Better Integration with OutlookBetter Integration with Outlook Knowledge ManagementKnowledge Management
Expand Usage to Other AreasExpand Usage to Other Areas Business and MarketingBusiness and Marketing Customer ServicesCustomer Services Credit and Accounts ReceivablesCredit and Accounts Receivables
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Was it Worth it?Was it Worth it?
Hardest Part of Implementation is Behind UsHardest Part of Implementation is Behind Us System is Used by SellersSystem is Used by Sellers
Measure time between sellers contransMeasure time between sellers contrans
Other Functional Areas are Eager to Gain Access Other Functional Areas are Eager to Gain Access to CRMto CRM
Value of CRM System just Starting to be RealizedValue of CRM System just Starting to be Realized
YES!YES!
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BACK UP SLIDESBACK UP SLIDES
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Lyondell operates all over the world.Lyondell operates all over the world.AsiaAsia
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Lyondell operates all over the world.Lyondell operates all over the world.EuropeEurope
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Lyondell operates all over the world.Lyondell operates all over the world.South AmericaSouth America
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Lyondell operates all over the world.Lyondell operates all over the world.North AmericaNorth America
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LYONDELLLYONDELLWe make the chemicals that are used to We make the chemicals that are used to
make the products you use.make the products you use.Propylene
Propylene Oxide
Polypropylene
Propylene Glycol
Ethylene
Polyethylene
Ethylene Glycol
Benzene
Styrene
TDI
Butanediol
• Foam Cushions for autos and furniture and carpeting
• Plastics
• Packaging Materials
• Pharmaceutical coatings
• Antifreeze
• Grocery sacks
• Automotive parts
• De-icers
• Resins
• Solvents
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TDI
PO / SM
SM
MTBE
Butanediol /derivatives
Propyleneoxide
Propyleneglycol / ethers
Consumer products
• Grocery sacks• Toys• Packaging
Polyurethanes• Auto seating• Furniture• CASE
Antifreeze / de-icersResins / solvents
PharmaceuticalCoatingsPlastics
Intermediate Chemicals & Derivatives Markets
PolyesterAntifreeze
PO / TBA
Ethylene
Toluene
Benzene
Propylene
Methanol
EO / EG
Polyethylene
Lyondell Methanol Co.
Equistar
LCR
Polypropylene
Vertically Integrated and Strategically Linked
Automotive
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CRM Mobile Sale Report Overview ScreenCRM Mobile Sale Report Overview Screen