Traction Forge: Transformational Manufacturing Strategy

Transformational
Manufacturing Strategy
Traction on Demand – Oct 4th, 2016
Rohan Verma – General Manager, Traction Toronto
• Traction Subject Matter Expert for Salesforce manufacturing solutions
• 9+ years as Salesforce consultant and founder ofBigKite Consulting

• 9 years experience implementing/developing the Salesforce
platform
• #6 Rated in the World (76 - 5 Stars AppExchange ratings)
• One of first 100 certified on Salesforce.com
• 900+ customers & 3,000+ projects completed
• HQ in Vancouver, Canada; Offices in Toronto & Montreal
• People on the ground throughout the US: CA, OR, TX, OH, GA
• 230+ Employees - All full time employees
• No outsourcing, no offshoring, no contractors
• Fixed fees whenever possible
• Certified B Corporation
Rohan Verma
Managing Director, Toronto
• 9+ years as Salesforce consultant and
founder of Forge & BigKite Consulting

1. Replacing analog product and services information into full
digital versions available to anyone
Major Forces in the Manufacturing Industry
1. Shrinking of a new technological world that eliminates economic
and geographical divisions and opens new markets
1. Enforcement of governmental rules, organizational policies and
industry standards related environment, health, safety and trade
1. Efficiently tailoring products and services to accommodate
regional or personal preferences
1. Integrating your products through software or hardware to
provide additional value to your customers
1. Products evolving to integrated “bundles” of services that
provide value through the entire customer experience lifecycleServitization
Connectivity
Personalization
Regulation
Globalization
Digitization
Value to
your
customers
Run by
data

1. Shift from Product-centric to Customer-centric organizations
2. Keeping up with Evolving Customer Expectations
Perceived as outsider selling in
Narrow understandingof value prop
Transactional
Top down design
Working as an insider
Broad understanding of value prop
Life-Cycle Interactions
Designed on the front lines
Product-Centric
# of Customers Served
% of
Customer
Needs
Satisfied
Customer-Centric Market Share
Wallet
Share
10 year Investment Returns
Customer Centric Leaders: +43%
Customer Centric Laggards: -33%
Shift your Thinking  Customer

Through Increased Competition
Customers Control Buying Process
The way you engage with
customers must change
1. Personalized
2. Easy
3. Efficient
Buying Process has Changed

Systems of
Record
Manufacturers Invested in Systems of Record
• Digitizes operations, not engagement
LogisticsEDW MESERP
Demand
Planning
HR
rely on
spreadsheets
to track client
data
61%
Source: 2016 Connected Manufacturing Service Report

Systems of
Record
Manufacturers Need a System of Engagement
LogisticsEDW MESERP
Demand
Planning
HR
want to reimagine
service with digital
engagement
87%
Systems of
Engagement MobileCloud Social Data
Science
Internet of
Things
TRACTION

“They clearly demonstrated expertise in the manufacturing industry as we overcame common CRM
manufacturing hurdles with their pre-built solution in the first meeting. Like many manufacturing
organizations experiencing growing pains, our legacy systems had become a hindrance to growth. This
solution modernized sales processes by streamlining and organizing the multiple teams in the inquire-to-
order process and reducing pricing errors. Now we’re working on the next phase.” - Elliot Bender, VP
Sales & Marketing
Project 1: Quoting
 Non-existing quoting and custom discounting approval
process
 Custom pricing for each customer (>3000 pricebooks)
 Significant pricing errors and time & money to resolve
Project 2: Pricing Management
 Tiered Pricebooks is new process, no way to manage
changes and finding products is difficult
 Pricelist generation process is manual, slow and never in
time for pricing changes annually
 No mobile access to product and prices
Project 3: Customer Service
 No real-time access to required information to service
customers (where is my product, backlog, credit info,
allocations, etc.)
 No consolidated knowledge on servicing clients –
difficult onboard/standardize customer experience
Project 1: Quoting
 Tiered pricebook structure (<300)
 Integration for Products and Pricebooks from ERP
 SF Quotes, process tailored to construction and Account
Specific Pricing
 Approval Process for discounting and special pricing
Project 2: Pricing Management
 Integrated Pricing Tier Approvals
 Conga Merge for beautiful yet complex pricelists for various
situations
 Custom SF1 Mobile App for Account Pricing Lookups
Project 3: Customer Service
 Web Service Integration to ERP for real-time production data,
customer allocations and inventory checks
 Enhanced batch integration to provide more details on
Orders
 Service Console with custom components to tie it all together
 Decreased
pricing errors
by 3 to 5%
 Visibility into
discounting
behaviors and
patterns,
standardizatio
n/opportunity
cost
 Standardized
process
resulting in a
significant
increase in
sales
efficiency
Customer
Success Story
SOLUTION
VALUE
CHALLENGE
LOCATION Brampton, ON
COMPANY SIZE 250+
INDUSTRY Manufacturing
COMPETITOR Microsoft
SOLUTION(S)
Sales Cloud, Service Cloud,
Knowledge, Integration with
ERP

• Senior Sales Rep for Mega Drones covering Southern
Ontario
• Trying to meet with one of his customers YNIT – a
large distributor
• Difficult to get data
• Time consuming and cumbersome to find, extract and summarize
customer data – not mobile
• Difficult to have value add conversations
• Without summarized data that clearly shows buying habits and trends
Top Current Day Pains
Lost Up-sell and
Cross-sell
Limited Wallet Share
Growth
Learning
Meet Bob

End Customer Profiles
• Seldom have a direct relationship with the end customers of your
products
• Consolidated end customer profile doesn’t exist
• Data to connect the dots difficult to access or doesn’t exist
No Accountability/
Relationship
Channel Partner
Performance
Difficult to
Innovate

Partner Engagement & Success
Low Channel Sales
Poor ROI on Channel
Incentives
Successful partners need
• Training + resources / collateral
• Joint planning / aligned goals
• Engaged manufacturer / vested in success of
partner
• Access to pertinent information
• Easy to do business with
Training
Resources
Sales
Resources
Deal
Registration
Lead
Distribution
Business
Planning
MDF’s
Co-ops Rebates Events
VS Management

Summary
• Transformed ERP data into meaningful, digestible and actionable data points for
your sales team
• Empowered reps to have value added discussions with both end customers and
channel partners
• Built an End User profile that facilitates truly being a customer -centric company
through accountability and a relationship
• Deeply engaged channel partners through a personalized, easy and efficient
Partner Community

Questions?
Rohan Verma – rverma@tractionondemand.com

Solution – Unlock ‘CRM’ for Mfg
• Unlock ERP Data:
• Experience with many ERP’s and many
middleware's
• Account & Product Dashboards
provide context sensitive and actionable
information
• Complex Relationship Management
• Customers, Channel Partners, End Users,
Competitors
• Context Sensitive Dashboards using
relationship data
• SF1 Friendly (soon - lightning friendly)

Solution – Sales Planning
• Customer Based Forecasting
• Accurately manage and predict your customers in SF but
measure against your ERP data
• Customer White Spacing
• Measure wallet share across product families
• Create a customer plan that’s simple to visualize and improve
sales manager coaching

Solution – Complex Pricing & Quoting
SteelBrick: Moderate to Heavy Complexity
• Certified SteelBrick Partner
Forge: Simple to Moderate Complexity
• Customer/Tiered Pricing
• Enforce pricing rules and customer based pricing – reduce
pricing errors and speed quoting
• Access pricing for any customer through SF1 product and
price finder – no more pricelists to carry
• Quoting
• Recommend upsell and cross -sell products when selecting
products during the quoting stage

Solution – Channel Management
• Lead Registration / Lead Distribution
• Expose ERP Data (Orders, Invoices,
Product & Pricing, etc.)
• Channel Program Management
• Reimbursement & Rebates (Claims)
Management
Community Experts:
• Presenting on stage at DF Dev Zone
• Beautiful community templates exclusively
by Traction
Mfg. Channel Management Community:

Stage I
Process & tools lack
maturity. The sales
environment is not
predictable.
Random
Defined
Reportable
Managed
Predictable
Stage II
Most sales
processes have
been developed
and documented.
Support tools are
available but
processes have
not been adopted
across the
organization
Stage III
Sales processes
have been
thoroughly adopted
by the sales team.
Formalized aspects
of the sales
process have been
comprehensively
implemented.
Stage IV
Sales management
relies primarily on
quantitative internal
data to manage the
sales team.
Development and
publication of
leading indicators
of sales success.
Stage V
Sales management
can sufficiently
predict sales
performance and
understand
causality. Sales
metrics of success
are captured and
benchmarked
against external
sources.
Typical Manufacturers
Sales
Process
Maturity
Framework

Traction’s Customer Community

Data as the
Lynch Pin
• We are a white label service provider
for Data.com
• Preferred implementer of complex data
projects for Data.com
• GTM Data Products (Hierarchies app,
Data Assessment Tool app)
Experts at implementing data-driven solutions
Marketing Cloud
We design & execute compelling
data-driven marketing strategies
Sales Cloud
We define effective processes to align
Marketing & Sales
Data Cloud
We know how to leverage data &
tech and turn dreams into reality
Service Cloud
We use marketing automation to
enable service teams to
effectively engage customers
Force.com Platform
We develop custom solutions
to enhance and tailor our
customer’s experience
Community Cloud
We create portals to enhance
your customer, partner, and
employee engagement
Data – Our Bread and Butter
• 4 sessions on Data Governance and Stewardship
at DreamForce ’15
• Traction’s Data Practice:
• Integrations/Migrations
• Data Governance
• MDM
• BI/Analytics

Revenue Generating
Value Add Item
Increase
Sales/
RepeatSales
/Penetration
Additional
TimetoSell
Effective
Sales
Coverage
Increased
DealSize
Increased
WinRate
Increased
Margin
Increased
Retention
Time savings – reduced time to gather, prepare and present data  
Appropriate sales coverage by market opportunity 
Cross Sell/Up Sell 
Proactive and prescriptive sales    
Proactive & context sensitive service. Better experience   
Increase visibility to management means faster decision making
and guidance    
Increased collaborative sales & coaching    
Forecasting allows for better demand planning  
Predictable sales  
Additional marketing data points proactive decision making   
Lead generation and management creates nurtured and qualified
prospects for sales   
Value Based on ROI

Cost Reduction / Avoidance
Value Add Item
Productivity/
TimeSavings
Reduced
PricingCosts
ReducedCosts
forScaling/
AbilitytoScale
ReduceTime
toValue
Productivity: Information as you need it
- Reduced time to gather, consolidate and prepare data
- Collaboration
- Proactive and quick decision making

Error Reduction:
- Reduction in pricing and quoting errors
- Validation of discounts
 
Risk Reduction:
- Less dependencies on human processes and personally kept info
- Visibility into account, product and sales performance
 
Consistent process (everyone knows what's expected and how to do it)  
Easier to deploy new processes and process changes  
Easier to onboard new employees  
Value based on ROIValue Based on ROI

Typical
Challenges
Facing
Manufacturers
• Legacy Technologies
• Legacy systems designed in the 90’s are the backbone of these
customers
• Painful and risky to replace
• Multiple, unconnected quoting and fulfillment systems (ERP’s)
• Global & More Nimble Competition
• Digital disruption and the intro of new nimble competitors
unconstrained by legacy costs and assets
• Differentiating product and maintaining brand loyalty
• Digital Disruption & Evolving Customer Expectations
• Daily consumer experiences are setting the customer expectations
• Enforcement of Compliance
• Government regulations and socially conscious buyers driving
compliance around energy, environment & safety

Process /
System
Specific
Challenges
• Missing Mobile & Connected Data
• Missing 360 degree customer and product views
• Inability to Plan & Measure
• Margins are impacted by volumes and accurate volume forecasting
and cost estimating
• Weak key account management – not evaluating white space to plan
• Complex and Inefficient Pricing & Quoting
• Complicated pricing models and contractual agreements
• Complex and changing CPQ needs to compete (legacy can’t handle)
• Customer Service Using Obsolete Systems
• Using disconnected environments for all they do
• Huge time lost just finding the right info
• Minimal Channel Visibility & Engagement
• Slow and manual lead sharing/deal registration
• No pipe/forecast visibility or collaboration
• Under-utilized and unsuccessful channel programs

Summary
• Fast and Easy to Sell
• Experienced Manufacturing Expertise – Existing Manufacturing
Customer Base
• App level value – but SF benefits from entire license revenue
• Packaged offering means reusable collateral, pricing and timelines
• Win-Win
• Win for SF: easier and faster to sell – blow your numbers away
• Win for Traction: Expand in core industry space
• Source Revenue Strategy
• Penetrate existing manufacturing customers
• Social selling Business Development
• Manufacturing CRM Website
• Manufacturing Blog Series
• Co-Marketing - Industry focused events – TractionForce 2016

• What is ForgeCRM:
• Combination of:
• Integration services to unlock backend ERP data
• A package of functionality that replaces manual processes and
mashes up Sales & Service data for high value context sensitive
actionable data in SFDC
• We open up Salesforce as an option to manufacturers by plugging the
holes it (and all CRM’s) have in their out of box processes
• What ForgeCRM is NOT:
• Cloud Based ERP (Root Stock, Kenandy, etc.)
• Only an integration to push data – whether ERP specific or not
(Mulesoft, Informatica, Inforce, etc.)
•
The ForgeCRM Fit

Salesforce
The ForgeCRM Fit
ERP
Salesforce
Salesforce Out of the Box + AppExchange Apps
ForgeCRM Functionality
ForgeCRM Data Integration

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