Enabling Sales Effectiveness Through Data Quality and Business Process Integration

1. Enabling Sales Effectiveness Through Data Quality and Business Process Integration Matt Lawrence Wind River Systems

2. Company Background

3. We Lead Device Software Optimization • Founded 1981, IPO 1993 • Corp Center in Alameda, CA • Market share leader • 35+% of commercial market • $314M in revenue + change in deferred (FY07) • $285M in revenue • $29M in deferred revenue • 15% in operating efficiency margin • $75M in research & development • $200M+ in free cash • 1,300 employees • 42,000+ developers • 1,200 design wins last year • 350 million deployed devices

4. Industrial & Automotive Aerospace & Defense Consumer Network Equipment • 30% • 20% • 25% • 25% Leaders in Every Industry Rely on Wind River Alcatel-Lucent Cisco EMC Ericsson Hewlett-Packard Huawei Intel Juniper LG Electronics Marconi Motorola Nokia-Siemens Nortel Oki UT Starcom ZTE ABB Agilent BMW Bosch/Blaupunkt Continental DaimlerChrysler Delphi GE General Motors Honda Honeywell Hyundai Magneti Marelli Mitsubishi National Instruments Nissan Rockwell Automation Samsung Schneider Siemens Yasukawa BAE Systems Boeing EADS General Dynamics Finmeccanica Harris Honeywell ITT L3 Communications Lockheed Martin MHI NASA NEC Northrop Grumman Raytheon Rockwell Collins Smiths Aerospace Thales US Navy Apple Datung Epson Ericsson Hewlett-Packard Iwatsu LG Electronics Motorola Philips Ricoh Samsung Sanyo Sony Thomson Toshiba Verizon

5. Industrial & Automotive Aerospace & Defense Consumer Network Equipment • 30% • 20% • 25% • 25% The Most Innovative, Complex Devices Are Built on Wind River • Media gateways • Wireless access points • WiMAX base stations • Radio network controllers • Broadband access systems • Customer premises equipment • VoIP phones • Switches • Telematics • Vehicle tracking and airbag deployment notification • Remote/mobile payment • Traffic and point-of-interest information • Location-based services • Infotainment • Audio, gaming, video • Navigation • Powertrain / X-by-wire: steer, brake, drive • Test & Measurement equipment • Medical devices • Robotics • Power-generation equipment • Semiconductor equipment • Avionics • Integrated Modular Avionics (IMA) cores • Displays • Flight controls • Flight management • Command and control • Communications • Software Defined Radio • Intelligence, surveillance, and reconnaissance • Radar, sonar • Space • Instruments • Navigation • Propulsion • Weapons systems • Smartphones • Feature phones • Portable media players • Digital cameras • Set-top boxes • IPTVs • PVR/DVRs • Digital televisions • Home access/gateways • IP video security/monitors • VoIP telephony • Digital copiers • Laser printers • Multifunction printers 350 million devices worldwide use Wind River technology

6. Wind River Mission Wind River enables companies todevelop, run, and manage device software faster, better, at lower cost, and more reliably Device Software Optimization Is Drivingthe Trend from Build to Buy Complex Device Requirements • Content • Convergence • Connectivity • Differentiated • Faster time-to-market • Lower development costs • Higher quality Competitive Pressure

7. Strategic Transformational Change 1 Deploy the world class CRM solution, providing reliable information, and driving sales 2 Establish the single authoritative source of customer information across the business 3 Implement enterprise level integration (SOA) between the front and back office systems

10. Dirty Customer Data

11. Technology Roadmap Trillium-Data Cleansing

12. Combined Project Scope • Upgrade Siebel Sales from 6.3 the 7.8 platform, Streamline the Sales process from Lead Generation to Account, Opportunity and Forecast Management, thru New License and Renewal Quote/Order • Implement State of the Art Business Intelligence (Oracle BI), replacing the legacy reporting solution (Business Objects & Excel) • Perform up front Customer Cleansing using Trillium, Siebel Account Merge and Oracle TCA tools; Incorporate Trillium RTC into Siebel SFA • Implement the Oracle Customer Data Base Hub, standardize on key Customer attributes common to Siebel SFA and Oracle EBS • Implement Oracle’s SOA Suite, re-Architecting the integration process and data flow between Siebel SFA and Oracle EBS

13. Siebel Project Org Chart Executive Sponsors Damian Artt, VP WW Sales & Services Barry Mainz, Chief Operating Officer Scott Fenton, VP & CIO Project Management Office Wind River IT Team Members Perficient Consulting Team Members IT Technical Team TBD Core Team Finance Worldwide Sales Marketing WCO / Services Subject Matter Experts Field Sales (AM’s, HAT/SAT, SSM’s, TAM’s), Corporate Sales (AE’s, Renewals, SDR’s), Compliance, Deal-Desk

14. CDB Project Organization Chart Marketing APAC/ Japan Finance EMEA CS/ Sales Project Management Office Executive Sponsors Barry Mainz, Chief Operating Officer Scott Fenton, VP & CIO Arun Anur, OC Executive Sponsor Wind River IT Team Members Oracle Consulting Team Members Core Team Lori Jimenez Scott Stanley Doug Wong Tracy Williams Patty Posadas Greg Williams Candi Bashiri Subject Matter Experts – AMs, Sales Admins, Collections Analysts, Credit Mgmt. Etc. as needed…

15. Siebel Upgrade (6.3 to 7.8) • Perform a Global AS-IS review; US, EMEA, APAC, Japan Teams • Focus on driving a common process • Fix Performance woes outside the States • Determine the need for Offline Client • Consolidate Quote/Order in Siebel • Sales Support/Renewals & OM on the Same System • Opportunity for Check & Balances before Transmission to ERP • Out of the box capabilities Siebel UI • Standard functionality • Exception was Quoting • Multiple Proposal Templates, Complex Product Structure • Technical Upgrade/Conversion • Full Historical Data Conversion • Iterative Process, Practice makes Perfect • Accounts, Quote, Contacts MUST match • Training Plan • Develop Online Help • Training Logistics & Delivery • Don’t underestimate!

16. What we didn’t get to • Quote Approval via Siebel • Sales Management, Legal and Finance approval prior to sending out a Customer Quote • Processed managed outside the system (for now) • Product Configurator • WRS has a highly complex Product Hierarchy • Opted for a “Catalog” structure • Product Hierarchy as a follow on project • Marketing Web Leads • Remains a manual process • Next Phase (I promise!) • Outlook Integration • Next Phase (I really promise!)

17. Business Intelligence • Separate DB, Seamless Experience • Separate DB, Server, refreshed hourly from SFA • Access is based on Sales Visibility; AM up through EVP • Seamless access via Connected mode, just another tab in SFA • Focused on Forecast Pipeline • Big Splash with the Business • Available 24x7, Connected mode only • No waiting on the Forecast Report, No churning through Excel • Full Transparency of Information up through the Sales Hierarchy • IT Owns the Infrastructure and Integration, Business Owns Reporting! • As Expected, the new Solution caused increased demand • BI is Oracle’s Warehouse Solution • Fits WRS roadmap for Enterprise Reporting

21. Data Cleansing Approach • Establish Standards and Definitions • Define & Set the Attributes for Customer • Apply Customer Definition to Siebel SFA and Oracle EBS • Set the Baseline • How Many Duplicates do we have? at what Level? (Party, Account, Site) • Set and Communicate Cleansing Goals (remember, you’re never finished!) • Dedicate Resource(s) to the Customer Data Stewart Role • Full time position, Cross-Functional, Position of Influence • Begin the Merge • Involve and Train Key Team members in TCA • Credit, Invoicing, Order Management • Supervise Production Merges • Don’t forget your GEOs! • Choose the Cleansing Tool • Trillium • Batch Cleansing process using Global Postal Directories • Refine, Refine, Refine

22. Customer Database Hub • Driven from the Customer Standards Discussions • Apply the Attribute Model • Account Name, Address, City, State, Postal Code, Country, Hub Xref ID • Common to Siebel and Oracle EBS • Define your Matching Rule set in DQM • How Loose or Tight should the Matching be? • WRS took a Conservative Approach, Exact Match • Load Process • Coordinated the effort with Trillium Cleansing • Loaded Subset of Cleansed Records into the Hub for end to end Testing • Independently performed Full volume Loads from Siebel and EBS

23. SOA Approach • Define Highest Value Integrations • Customer Interface, New Customer Only • No Changes to Customer Acct - Oracle EBS is the Master • License Quote to Order (Product/Services Sales) • Renewals Quote to Service Contract • Mapping Implications • Single-Org Structure in Siebel, Multi-Org in EBS • Bi-Directional Mapping Requirements • Error Handling, Presenting a meaningful message • Integrating Systems, Integrating Teams • Functionality • New Customer Creation • EBS Party, Account, Bill-To, Ship-To, Sold-To • Notifications/Transmission • Automated Credit Check Notification for New Customers • Transmit Directly to Oracle OM & Service Contract, Book and Ship • Order Status sent back to Siebel

24. SOA Challenges • Change Management • Systems and Processes are now highly connected and dependent • Business Teams & IT need to Plan and Execute together • Initial Increase in Credit Check Notifications • Major change from informal Process to Automated • Due to our Tight Matching Rules • Manual Check in OCO Required to Validate Customer • Process Adoption • Took a little time to get comfortable with • Old (obsolete) processes still performed • Training fixed this

25. Project Timeline

26. Deployment Plan • Three Dry Runs prior to Production Cutover • To get the timing and dependencies straight • Estimated Four Day Cutover • Production Cutover Timing – November 7 to 11 • Apply Trillium Cleansed Data to EBS, Siebel 6.3 • Perform the Siebel Upgrade 7.8 • Implement Production SOA, CDB Hub Platform • Perform Customer Database Hub Load • Validate Siebel • Validate the Hub • Validate Customer, Quote to Order, Quote to Service Contract Integration • Load Business Intelligence, Validate the data • Take a deep Breath • Go Live!

27. Project Lessons • Think Twice (no three Times!) about merging independent initiatives into one Enterprise effort • For WRS, it was Foundational for the Future • Know your project dependencies • Parallel activities such as cleaning customer information while testing the capabilities of the Database Hub – “Crossing a bridge while building it” • Be flexible and willingness to change • Changes in Business Practices and Processes • Changes in Roles, new Heroes emerge • Applies to IT, understand the responsibilities of each team and execute as one

28. Critical Success Factors • Gain strong Cross-Functional buy-in from the Executive level down, and a willingness to shift from “That’s how we do things” • Deliver the projects on time, with promised capabilities, focus on the end Goal • Deliver on the Upgrade, Customer Integration Platform • Nearly 30% of our Accounts match between Siebel and EBS • Make sure you have the Post-Implementation Support Plan in place • Elicit open and constructive feedback from the Business, the Good, the Bad, etc. • Communicate, communicate, communicate!

29. Future Plans and Projects • Short Term • Automate Customer Verification from Siebel Quote, Order • Verify before Transmitting Order to EBS • Streamline the Customer Merge Process • Continue with Customer Cleansing… • Continually Track Metrics, Show Progress • Expand the Siebel, BI Footprint • Implement Siebel Marketing, Marketing Analytics • Targeted Marketing, Opt-In, Automate Lead Gen • Automate Deal Approvals, Agreements • Outlook Integration • Apply SOA capabilities to Customer Service

30. Questions?

31. WIN! matt.lawrence@windriver.com