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Siperian Case Study


Siperian MRM Impact: · Lead flow velocity between marketing & sales: manual, weekly process to within minutes! · Duplicate leads fell from 10% to 1% · 1.5 Full-Time-Equivalent (FTE) headcount redeployment savings Time to deployment: 12 weeks

The Challenge In late 1990s, EMC was focused on mostly large enterprise software deals to achieve its financial goals. As the market conditions changed, the company made a strategic decision to pursue larger number of deals at a broader set of price points to create a more predictable, even revenue model. However, EMC sales lead management systems could not support a higher number of deals without significantly more salespeople.

EMC used Siebel sales force automation (SFA), Siebel Telesales, and MarketFirst marketing automation (MA) systems to manage front-office sales and marketing activities, respectively. A customer software solution developed inhouse was used to transfer leads from MarketFirst to Siebel in a batch process. All the leads generated through promotional activities such as trade shows were manually added to the MA system. After reviewing this untenable situation, EMC chose to address a number of critical issues:

High Direct Costs

The cumbersome lead transfer process required 1.5 full-time equivalent (FTE) employees annually. In addition, the Marketing department incurred significant expenses on contract data processing personnel who performed data clean up on the existing contacts.

Lost Sales Opportunities

Thousands of SFA sales leads never entered the MA system so marketing campaigns and other promotional efforts missed reaching a significant number of sales prospects. There were other coordination issues between marketing and sales efforts. For example, marketing group would sometimes send promotional offers at inopportune times during the sales process, resulting in lost revenues due to additional, unnecessary discounts.

Lost Sales Productivity

Bad data would sometimes overwrite good data. For instance, during the lead transfer process, the lead information in MA would overwrite existing leads In SFA, if the contact was deemed a match. This resulted in a potential loss of valuable contact information and sales momentum. Finally, EMC also found that 10% of their SFA contacts were duplicate leads, leading to wasted sales efforts.

Complex Lead Routing Process

Lead handling was very complex and costly, varying by customer geography, industry and company. Leads typically took two days in the US and up to two weeks in Asia to reach field salespeople, becoming stale due to the time lags imposed by the batch transfers between the MA and SFA systems. All the rules for lead allocation were implemented manually during the batch process.


Realizing the limitations of the in-house batch system, EMC evaluated several data integration tools such as enterprise application integration (EAI) technologies. However, these were ruled out due to high cost of implementation and ownership. In addition, an EAI solution did not provide a clear expansion path for the integration of additional data sources from other enterprise applications. EMC realized a new approach was needed to economically solve their customer data integration challenges. The Siperian Solution To address their customer data integration challenges, EMC evaluated, selected and implemented the Siperian customer data integration solution (then called Activity Server). The solution integrates customer data across enterprise applications, reconciles all available information in real-time into an accurate, reliable and comprehensive view of the customer. This view is unified with the business process and delivered to applications based on business rules. First, the Siperian solution allowed EMC to create a logical customer entity for each sales lead. This enabled them to cleanse, match and merge information from the sales lead flat files, the MarketFirst MA system and the Siebel SFA system. Using business prioritization rules defined by EMC and innovative matching protocols, the Siperian solution reconciled all the available information in real-time to generate an accurate, up-to-date and view of each sales lead. This comprehensive and reliable information was then instantly propagated back to both the MA and SFA system, synchronizing both databases. The Siperian solution also permitted EMC to define a set of business rules to automate the lead routing process. With a set of less than 50 rules, Siperian captured the complexity of the lead routing process and turned this manual, time consuming system into an automated, real-time process. As a result, the corporate knowledge represented in the lead allocation process became transparent and institutionalized, and can be changed easily to keep pace with the evolution of business practices. In contrast to an EAI system, the Siperian solution took 12 weeks to implement using one FTE Siperian person and cost less substantially less to own. Furthermore, additional data sources from other applications can now be easily integrated, enhancing the richness of the customer profiles and propagating this critical information throughout the company. The Impact

" By implementing the Siperian solution, we are positioned to evolve our Lead Activity Management solution towards a broader Customer Data Management solution. We can readily add other enterprise applications one by one to integrate additional customer data such as order history, customer service cases and website self-service interactions."

Roy Gum, Director of eBusiness Strategy, EMC

With the implementation of the Siperian solution, EMC saw the following benefits: · Direct Cost Reductions: By transforming the manual lead transfer process into an automated, bi-directional rule-based solution, EMC saved 1.5 Full-Time-Equivalent (FTE) headcount who were previously dedicated to the onerous lead transfer and routing process. The company could now deploy these resources to more productive tasks. The company also reduced operations costs by eliminating data cleansing through outside contractors. · Productivity Improvements: Good data was no longer overwritten in the lead transfer process. Rather, all the lead data was integrated into a comprehensive, true view of each customer profile and that information was communicated back to the SFA and MA applications in real-time. Duplicate leads were drastically cut, falling from 10% of all leads in the Siebel SFA system to only 1%, reducing the time spent by salespeople chasing duplicate contacts. In addition, the arduous lead routing process was greatly simplified, removing the need for manual efforts to route leads. · Enhanced Revenues: By streamlining the lead routing process, EMC increased sales velocity as leads now moved to the field salespeople in minutes rather than days or weeks. In addition, reconciling the SFA and MA databases added thousands of leads to the MA system, resulting in significant expected future sales due to increased promotional efforts to previously missing contacts. Conclusion EMC, like most large enterprises, grow its IT system through acquisition and deployment of numerous, disparate CRM applications over time to address specific functional needs. However, lack of customer data integration across these applications resulted in lost sales, high direct expenses and sub-optimal customer interactions. The Siperian solution created a customer data integration solution that delivered comprehensive, reliable customer views across these data silos based on business rules. The results were: reduction in IT management costs, improved lead flow velocity and increased sales force productivity.

Siperian, Inc. 1820 Gateway Drive, Suite 109 San Mateo, CA 94404 USA Toll-free: 1-866-SIPERIAN Email: [email protected] Online:

Copyright ©2006 Siperian, Inc.



Siperian Case Study: EMC

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Siperian Case Study: EMC