Best-Practice Sharing: Sales Performance & Incentive Compensation Management Alexandra Hartung, Solution Sales Representative Gaston Russi, Sales Manager Austria and Switzerland
© 2013 IBM Corporation
Agenda
2
1
Heutige Vorgehensweisen
2
SPM Technologie Benefits
3
IBM Cognos SPM - Lösungselemente
4
Unterscheidungsmerkmale
5
Best Practices
6
Kundenreferenz TCS
nf u uk Z n. e nk e rd e Qu
en k n e l t
Wie wird Sales Performance Management (SPM) heute betrieben?
Eigenentwicklung (22%) Excelsheets (54%)
Kommerzielle Software (14%) Manuell (7%) Unbekannt (3%)
3 Slide 3
Warum sich Unternehmen für SPM entscheiden
Effizienz & Genauigkeit
4
Strategieumsetzung
Risikominimierung
Reduzieren von Fehlern
Implementieren neuer Pläne und Strategien
Interne Audits
Optimieren der Vertriebszyklen
Steuern des Verhaltens
Compliance
Ersetzen veralteter Technologien
Mergers & Acquisitions
Regulatorisches
Slide 4
Effizienz und Genauigkeit Effizienz & Genauigkeit
Warum sich Unternehmen für SPM entscheiden
Effizienz & Genauigkeit
6
Strategieumsetzung
Risikominimierung
Reduzieren von Fehlern
Implementieren neuer Pläne und Strategien
Interne Audits
Optimieren der Vertriebszyklen
Steuern des Verhaltens
Compliance
Ersetzen veralteter Technologien
Mergers & Acquisitions
Regulatorisches
Slide 6
Cognos Sales Performance Management — Lösungselemente Incentive Compensation
Dokumentation und Kommunikation der Vergütungsmodelle
Steuerung von
Freigabeprozessen
Channel Management
Territory Management
Quota Management
Für den Eigen- und
Verwalten der
Planung pro
Verwaltung der
Gebietszuweisung,
Fremdvertrieb Verträge
Hierarchien
permanent & temporär
Partner, Team, Region, Produkt, Kanal
Quoten
Neuzuordnungen
ERP 7
CRM
Other
HR
BI
Unterscheidungsmerkmale der IBM Lösung Business oriented Konfigurieren vs. programmieren Visueller Comp Design Ansatz Zugriff über Web
Integrated Solution Kalkulations-Engine, Workflow, Reporting, etc. Flexibles Datenmodell Nachweisbare CRM & ERP Integration
Business Flexibility
Performance & Scalability
Adressierung sich ändernder Anforderungen
Insbesondere für hohe Transanktionsanzahl– Importe, Kalkulationen etc.
Simulation und schnelle Umsetzung Commissions, MBOs, long term incentives etc.
8
Cloud oder on premise deployments 10 – 350.000 payees 1.500.000.000 Transaktionen / Monat
Weitere mögliche Schritte im Thema SPM Workshop von 14.00 – 14.35 Uhr im Raum 3.9 Vor-Ort-Präsentation / Industriespezifisches best-practice sharing Kundenindividuelle Demo
Mit Ihren Incentive Plänen Ihren Transaktionsdaten/ Produkten und Dienstleistungsinformationen Ihren Vertriebsgebieten / -hierarchien Ihrem CRM
„Wer nichts verändern will, wird auch das verlieren, was er bewahren möchte.“ Gustav Heinemann
9
It’s not just about Sales
Drivers Incentive Plan •Route efficiency (units per hour) •Customer satisfaction •Safety (hurdle for participation)
Incenting based on controllable profits
“a lot of things that go into that profit margin are outside of the territory manager’s control… such as the cost of raw materials” “But they can have an immediate impact on profitability by focusing on pricing” “Now that we have moved to a net-based sales plan a territory manager can see a direct relationship between his behavior and the amount of his check.” Carla Clark, Project Manager for Commissions
Enabling a business model change
New head of sales redesigned compensation to help the rental company become “more sales-friendly” Customers formerly had to rely on a different sales rep for every line of business, from corporate sales to tours Now customers “can get everything done through one salesperson” Lynn Ferrara, Sr Director of compensation and HRIS
12
Enabling a business model change
Enabling a business model change
Payout process reduced from
2 weeks to 2 days
14
Flexibility to Adapt to Changes
“Our legacy process… did not have the flexibility to change our incentive compensation plans mid-year, but now with Varicent, we have significant flexibility.”
15
Vorstellung der Kundenreferenz TCS
16
Backup
Sales Performance Management Process
Strategy & Plan Design
Plan Setup & Administration
Compensation Processing
Reporting, Analysis & Correction
Sales Strategy
Quota Administration
Compensation Calculations
Results vs Objectives
Sales Coverage Model
Hierarchies
Credit Assignment
Earnings Estimation
Incentive Measures
Territory Definitions
Payment
Forecasting & Modeling
Budgeting
Crediting Rules
Dispute Resolution
Audit Trail
Territory Optimization
Plan Distribution
Adjustments
Coaching
Slide 18
Architektur Cognos SPM
Cognos ICM Adminstrationskonsole
WEB Browser - Front-End für Anwender - Desktop / Mobil)
• Entwicklung • Anpassungen • Betriebsführung
WEB Applikation Server - Apache Tomcat / Websphere / JBOSS - Server für alle Anwender-Interaktionen
Database Server (Microsoft SQL Server) - Speicherung Repository der Applikation - Speicherung der Anwendungsdaten
Integration von Cognos ICM in die etablierte Systemlandschaft ERP • Informationen über Verkaufsabschlüsse • Zielerreichungen • Produktinformationen • Mitarbeiterinformationen • Quoten (falls nötig)
Cognos ICM - Operativ -
ERP HRIS
CRM
• Exakte Berechnung von commissions (jährlich) und incentives (unterjährig) in Abhängigkeit vom Produktverkauf • Berechnung des übrigen Budgets für mögliche incentives • Anpassung von incentives in Abhänigigkeit von ihrem Erfolgsbeitrag
optional
Cognos ICM - Dispositiv• Quota Management • Territory Management • Channel Management
BI
IBM Incentive Compensation Management (ICM) ist ein Hybrid System, das aus einem operativen Teil und einem dispositiven/ analytischen Teil besteht. Informationen und Ergebnisse können in existierende Systeme zurückgespielt werden.
Projekt Methodik Project Governance
Project Planning, Project Review, Budgetary Management, Issue and Risk Mitigation
Project stages
Deliverables
Project Scoping
Project Kickoff
Project Budgets
Functional & Technical Requirements
Project Staffing Executed Contracts
Training / Enablement
Design Specifications
Application Configuration
Test Plans
Unit Testing
Test Scripts
Deployment plan
Project Plan
User Acceptance Testing
Production initialization Parallel run Transition to client support
Shadow Activities Core Product Training
Shared Build Effort Advanced Product Training
Technical Governance
Systems Integration Testing
Solution Training End User Training
Phase Reviews, Best Practices, Scalability and Optimization
Seamless CRM Integration
Single Sign-On to access SPM & CRM information from a single screen Data synchronization is automated Easy access to plan documents, team reports and quota & territory management tools
Varicent Successfully Integrates with SAP at Many Customers • Integration commonly needed to leverage transaction, people, product and quota data • SAP CRM • SAP HR / HCM / ECM • SAP Payroll • SAP FI • SAP BO • SAP BPC • Successfactors.com • Integration with SAP (ERP, R/3, BW, etc.) most often achieved via 2-stage process
Most Common Varicent-SAP Integration Approach
IT Owned • • • •
IT controlled Strict process No edit Optimized for realtime transaction processing
SAP SAP
24
Shared • Clear demarcation between systems • Multiple data sources • Data augmentation
Transactions Transactions Payees Payees Products Products etc. etc.
Business Owned • Comp and Sales team controlled • Flexible • Adjustable • Optimized for rules execution and summary creation Varicent Varicent
Extract from existing SAP ERP Integrations
Gartner MarketScope for Sales Performance Management (Published October 2012)
“SAP ICM lacks considerable functionality to support client demand for feature-rich SPM.”
Gartner has not seen strong movement from SAP to
support what best-of-breed vendors are doing to meet the needs of customers' objectives, quota management and coaching.
The complexity of SAP often creates longer
implementation timelines than those for many of its ICM competitors.
The level of effort to implement SAP ICM appears to be
significant for deployment. It has been noted that the user interface can be overly complicated. The amount of customization that some insurers choose to add into the system can also create expensive and time-consuming upgrades.
Is only available for on-premises deployment
26
