OAUG Training Day
Bharath Natarajan
Hieu Doan
Agilent Technologies
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Agilent Siebel Program
4/13/2015
Agilent at a glance (FY09 Data)
$4.5 Billion FY 2009 annual revenue
18,500 employees
Customers in 110+ countries
60+ year heritage of
invention and innovation
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Agilent Siebel Program
4/13/2015
Agilent Strategic Intent
Measurement solutions partner to every
engineer, service provider, and scientist in
the electronics and bio-analytical markets
Measures of Success:
Best-in-industry satisfaction and loyalty among our customers
Best-in-industry leadership as measured by our employees
Outpace the growth of the market
Superior return to our shareholders
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Agilent Siebel Program
4/13/2015
Current Landscape of Major Systems
Simplified BI Reference Architecture
ABRT
Website
Standard
Reports
Hyperion
System 9
OBIEE+
Essbase
OBIEE+
TM1
Sales
Comp
Query &
Analysis
HR DSS
Calibration
Global Data
Warehouse
OBIA Supply Chain
& OM Analytics
OBIEE+
EMG
Operational
Reports
MatrixOne
GL,
AR
APCC
OBIEE+
Siebel
Analytics
OBIA
Warehouse
Informatica ETL
Oracle ERP
Transactional
OBIEE+
SAP ERP
SAP CRM
Legacy
Systems
Informatica ETL
Oracle
Incentive
Compensation
PeopleSoft
Siebel CRM
Orders
LSG/CAG Service & Parts Orders
PLM Data
Bridge
Polaris
Oracle ERP
Planning
SAP BI
Orders
EMG, LSG/CAG Support Agreements
EMG Service & Parts Orders
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Agilent Siebel Program
4/13/2015
BI@Agilent
ERP Reporting
 Custom OBIEE solution for HR and Sales Compensation
 Hyperion System 9
 Essbase
 OBIA 7.9.6.2 - Supply Chain Analytics/Procurement and
Spend (In- Progress)
 Advanced Planning Command Center (In- Progress)
 Major sources – Oracle EBS, SAP, Peoplesoft, Siebel,
MatrixOne and several custom applications
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Agilent Siebel Program
4/13/2015
BI@Agilent
CRM Reporting
 OBIA – Sales (including Channel) , Marketing, Call Center and
Service Analytics
 Major Sources – Siebel CRM, Oracle ERP and Incentive
Compensation
 Recent OBIA projects in CRM space –
- Project Neptune 11/08-6/09 - Siebel 8.x & OBIA
7.9.5 - Sales, Marketing, Call Center to Americas
- Project Neptune 2.0 11/09-6/10 - Siebel 8.x & OBIA
7.9.5 - Sales, Marketing, PRM, Call Center to APAC/JPN
- Project Neptune 3.0 11/10-6/11 - Siebel 8.x & OBIA
7.9.5 - Sales, Marketing, PRM, Call Center to EMEA
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Agilent Siebel Program
4/13/2015
Problem Statement
What were we trying to solve?
 Sales, Marketing, Channel and Call Center businesses were
completely disconnected
 Different regions had different tools
 No closed loop reporting available
 Lots of manually intensive processes
 No one view of the customer
How did we solve it?
 Automation of data collection and aggregation
 Standard enterprise level business processes
 Scalable platforms (single CRM global instance)
 360 degree view of the customer
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Agilent Siebel Program
4/13/2015
Solution Approach
Tool Selection
Siebel CRM, PRM and BI Apps 7.9.5 were chosen
• Siebel was the incumbent CRM solution for Service
• Siebel provided the end to end solution for the Sales,
Channel, Call Center and Marketing businesses
• Pre-built Informatica ETL and Subject Areas as part of BI
Apps was a very important consideration
Approach
• OOTB Siebel approach was taken as much as possible
• BI OOTB Subject Areas were leveraged in addition to custom
built Subject Areas
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Agilent Siebel Program
4/13/2015
Solution Approach – Subject Areas Implemented
Sales/Channel
Marketing
Call Center
Service (existing)
Pipeline
Campaign & Event
Analysis
Service Request
Analysis
Service Orders
Analysis
Forecasting
Planning &
Budgeting
Quote and Order Service
Request
Agreements
Analysis
Sales Rep
Performance
(Custom)
Customer Analysis
Activity Analysis
Partner Analysis
10+ Segmentation
subject areas
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Hub Analytics
(Custom)
Agilent Siebel Program
4/13/2015
Benefits Achieved - Example
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Agilent Siebel Program
4/13/2015
Benefits Achieved – Integrated With Siebel CRM
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Agilent Siebel Program
4/13/2015
Benefits Achieved – Integrated Pipeline Reporting
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Agilent Siebel Program
4/13/2015
Benefits Achieved – Segmentation
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Agilent Siebel Program
4/13/2015
Sample Custom Subject Areas
Sales Rep Performance
• Provides comparison of pipeline, quote, forecast and actual
• Data is at a monthly level for each sales rep
• Snapshot data every month
• Historical sales hierarchy as well as current sales hierarchy
• Data from multiple sources
Agilent Customer Summary
• Used for Account and Contact research
• Used to determine active and passive customers
• Contains first and last interactions
• Custom facts at account and contact levels
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Agilent Siebel Program
4/13/2015
Sample Custom Subject Areas
OBIEE+
OBIEE+
Customer Summary
Subject Area
Sales Performance
Subject Area
CRM
Warehouse
Informatica / PLSQL ETL
Oracle Incentive
Compensation
Oracle ERP
All Orders
Siebel CRM
Quota
EMG, LSG/CAG Support Agreements
EMG Service & Parts Orders
Assets / Master Data
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Agilent Siebel Program
4/13/2015
Customization – Sales Rep Performance SA
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Agilent Siebel Program
4/13/2015
Customization – Agilent Customer Summary
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Agilent Siebel Program
4/13/2015
Lessons Learned
 Do not try to replicate legacy reports in OBIA
• New tool – New philosophy/New Approach
 Engage at the executive level in the business
• Do not promote downloads into Excel and email to
executives – Encourage the executives to use the
dashboards (very important for adoption)
 Stagger the OLAP design and development behind OLTP if
working on a large project
• Go live at least a few weeks later on OLAP
• Have contingency plans to pull critical reports till
then
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Agilent Siebel Program
4/13/2015
Lessons Learned
 Do not underestimate complexity of the OBIA upgrade
• We did not understand the nuances of the upgrade
on the ETL side until much later into the program
 Understand the OOTB subject areas in detail before
design for customization
 Data validation and testing
• Make sure subject matter experts from the business
who understand the data are available
 Allocate sufficient time for report development after the
initial deployment
• Minimum of three months is when the report
developers were able to be self sufficient
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Agilent Siebel Program
4/13/2015
Lessons Learned
 Do not attempt a big bang roll out
• Roll out one (or a few) subject areas at a time
• Let power users test and build reports and dashboards
 Performance trumps incremental functionality
• Increasing complexity at the expense of performance is
not going to work.
• Focus on performance from the beginning on the project
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Agilent Siebel Program
4/13/2015
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Agilent Siebel Program
4/13/2015