Hybrid IT: The Importance of Integration to Salesforce Success

IT Professionals

Darren Cunningham, Informatica Cloud

Andrew Bartels, PSA Insurance & Financial Services

Martijn Hoppenbrouwers and Don Franklin, Topcon

Mark Silber, Qualcomm

Session Agenda

Hear from IT leaders about their Salesforce integration

strategy– Andrew Bartels, PSA Insurance & Financial Services

– Martijn Hoppenbrouwers, Topcon

– Mark Silber, Qualcomm

Gain insight into best practices and outcomes

Discuss potential pitfalls and recommended next steps

www.InformaticaCloud.com

Visit us @ Booth #1115Tweet: #DF11 @infacloud to Win

Enterprises procuring more

Cloud solutions

Cloud Adoption Requires Data Integration“No Software” does not mean “No Integration”

Do you know how many SaaS apps you have

running in your company?

Cloud Adoption Requires Data Integration“No Software” does not mean “No Integration”

Enterprises procuring more

Cloud solutions

To be valuable, they must

integrate with other systems

• To make into a whole by bringing all parts together; unify

• To join with something else; unite

Cloud Adoption Requires Data IntegrationBut the right approach to integration must be established early…

From SaaS Sprawl to SaaS Spaghetti?

Cloud Adoption Requires Data Integration“No Software” does not mean “No Integration”

Value of Cloud deployments

maximized when integrated

with other systems

Greater Adoption

More Business Value

Stronger Connection

Welcome to Hybrid ITRequires cloud to ground and cloud to cloud integration

YourNew

ITOrg

SaaS PaaS IaaS

YourCompany

Mainframe

CustomApplication

CustomApplication

CustomApplication

CustomApplication

CustomApplication

www.InformaticaCloud.com

Andrew Bartels

Director of IT

PSA Insurance & Financial

Services

Twitter: @adb1146

About PSA Insurance & Financial Services

PSA is a diversified insurance

and financial services provider – Practice areas

– P&C Insurance Broker

– Employee Benefits Consulting

– Retirement Plan Services / Fiduciary Consulting

– Wealth Management

Headquartered in Hunt Valley, Maryland– Satellite offices in DC Metro & SE PA

150 Associates

Revenue $30 million

Recognized as a “Top 100 Broker” in US

The Normal Industry Model

PersonalInsurance

Wealth Management

P&C Insurance

Retirement Plan

Employee Benefits

Business Owner / Executive

The PSA Differentiator

Wealth Management

P&C Insurance

Retirement Plan

Employee Benefits

Business Owner / Executive

PersonalInsurance

Growth is good…buuuut

PSA has grown primarily through acquisition– Result - multiple silos of transactional data

– Result - critical customer information was hidden or hard to

access

Our Challenge

Translate complex account & remuneration logic from AMS to Salesforce

• Create campaigns • Identify cross sell opps• Targeted marketing

Enhance Client relationship visibility

Solution

Salesforce has actually been implemented twice at PSA

2nd Implementation – Full Integrated CRM in 2011– Outcome: Currently used by 61 associates everyday

– Fully integrated into day to day work flows across all

business practices

1st Implementation - Stand alone CRM in 2009– Outcome: Low levels of adoption

Solution

Scalability Reliability

Adopted a “Workflow first approach” within a very “inclusive” and highly

“agile” development process.

Flexibility

Our Approach: We Had to Become “Cloud First”

Business Continuity

Disaster RecoveryScalability

Requirements for new solutions:

Other systems?

– Compliance

– BI in the cloud

– DR in the cloud

– Backup to the cloud

Topography

AMS360

SQL

SF DatabaseSQL

[Data Cleaning]

SQL ConnectorFlat File

Connector

Informatica Cloud

Web Services

Salesforce

Web Services

Connector

• AWS Disaster Recovery• S3 Backup / Zmanda• GoodData BI / Dashboards

• Jigsaw• BranchIT• Cloud Extend

Integration @ Work Example 1

Integration @ Work Example 2

Results

Metrics

– Currently no more than 10% to 15% of our customer base is cross sold

– Prior to integrating our backend data into SF this was even a hard metric

to ascertain

– Deploying Informatica Cloud and Salesforce has opened the door to

almost infinite possibilities

Impact on the Salesforce Implementation

Lessons Learned:

– Importance of salesforce.com as a PARTNER

– Resilience of Informatica Cloud

– Automated Complexity (Account > Opportunity Split Ownership)

– Cross Platform Workflows (AMS <> Salesforce)

Key Benefits:

– Much greater visibility into data

– Ability to create cross sell campaigns based

on client data

– Effective tracking and forecasting of new revenues

Feedback from Execs:

“For the majority of my career, I’ve been seeking a solution that brings

together all of the information from our numerous disparate systems

into one easy-to-use interface. For us, having our information in

such a reportable and accessible fashion is the Holy Grail. With

our new abilities, we’ll be able to both serve our clients better and

enhance our revenues though more efficient and smarter cross-selling

and account rounding initiatives.”

Chip Lewis, PSA Managing Director

What’s Next?

Integration with our

strategic partners

Informatica Cloud

Integration with our

primary Employee

Benefits Application

Integration with

Wealth Management

data

Lesson’s Learned

Understand your Workflows

What data do I need to collect?

Make sure everyone that needs to be in the room is during

the design phase

Make sure you have a great Partner

00

Big Shout Out

To…

Don Franklin

IT Project Manager,

Topcon Positioning Systems

Martijn Hoppenbrouwers

Sr. Manager of Business

Applications

Topcon Positioning Systems

About Topcon

Founded in 1932: Tokyo Optical Instrument Company

World leader in Precision Measurement and Positioning

Solutions

Consolidated sales of approx $1.4 Billion in 2008

Toshiba Corporation is major shareholder

3 Major Business Units: – FineTech

– Eye Care

– Positioning

Our Challenge

Move all global support, service and repair operations

to one system– Operations cover multiple companies, locations and time zones

Master data from three separate ERP systems to be

integrated into one service solution

Solution: Service Cloud and Informatica Cloud

Selection of cloud was easy!– We need global coverage and would not be able to reach this

level of performance and scalability on premise

Salesforce.com for Support and Service

Informatica Cloud for integrations

Informatica Cloud @ Work:Integration of Accounts, Products, Install Base, Inventory and Sales

Results

Live on time and on schedule

Continuous rollout to other locations and companies in

the Topcon Family

Results: Mobile Exec Dashboards

Requirements– Anytime, Anywhere

– Secure

– Real time

– Easy to use

– KPI: Status vs Target

(Daily and Monthly)

Using dashboards, Salesforce

mobile lite, feeding Sales and

Shipments information via

Informatica Cloud

Data from Multiple Sources

What’s Next?

2011 Integrations and Reporting with SAP

2012 Continued rollout of Portals

2012 Introduction and rollout at Topcon family

Lessons Learned

Integration was key to the success of Salesforce– Integration and consolidation of information are valuable targets

Learn to become self sufficient on both Salesforce and

Informatica– Combination of the two = true application platform

Mark Silber

IT Architect

Qualcomm Incorporated is the world leader in next-generation mobile technologies

•INDUSTRY: High Tech

•SALES: $11B

•EMPLOYEES: 17,000+

•GEOGRAPHY: 139 Worldwide Locations

•HQ: San Diego, California

Our Challenge

Outgrew Salesforce.com Apex

Data Loader

Rapidly changing business and

integration requirements

Resource challenged for

building integrations with our

existing tools

And …….

We couldn’t give our users 8 monitors

Solution

Replaced Apex Data

Loader with Informatica

Cloud in 2009

Built dozens of

integrations

No fuss – upgrades

automatically

Also have TIBCO, Oracle

BEPL, Informatica on

premise

From this …

To this …

What do we integrate?

Oracle Customer Master, Shipments,

AR Aging

Salesforce Opportunities to Oracle

Demantra for forecasting

Employees, departments and locations

(from our internal directory to Salesforce

as Contacts and custom objects)

Other business data from internal

systems

Salesforce to Salesforce

Custom Apps

Use Case: Salesforce Sandbox Refresh

Need to populate empty Salesforce sandboxes with

limited production data

Before Informatica Cloud manually export and import

data using Apex Data Loader

Configured Informatica Cloud to move the data

automatically using Task FlowsActive Accounts

Contacts Support Alerts

NMC Accounts

Connection Types

Originating Numbers

SU Summary

NMC Splits

4 hours of manual effort for every sandbox data refresh

4 hours to build the integration in Informatica Cloud

10 minutes to run with just 1 button click

Before you move data to Salesforce, ask the

right questions …

Does the data need to be in Salesforce?

Need to include the data in dashboards and reports?

Need workflow / approvals on the data?

Need Mobile access (via Salesforce mobile)?

Need to display in lists versus on a single record?

Is the data reliable and accurate?

Data mash-up from external system too slow/complex?

Results

Having all relevant data in Salesforce has drastically

improved core business processes and increased user

adoption

Users only have to look in one place to get the answers

they need about our customers

Integrating the data has enabled key business

processes to be developed in Salesforce

Business analysts can prototype and develop

integrations without having to rely on scarce IT

integration development resources

Questions & Answers

Andrew Bartels

IT Director, @adb1146

Martijn Hoppenbrouwers

Sr. Manager of Business Applications

Mark Silber

Darren Cunningham

IT Architect, @SalesforceGuru

VP Marketing, @dcunni

Visit us @ Booth #1115Tweet: #DF11 @infacloud to Win

Visit Us @ Booth #1115www.InformaticaCloud.com

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