CBD COO Group Introduction
2012 Kick Off
Main Re-org Rational
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A significant cost-cut was required in order to adjust Company ‘s expanses to
revenues
The logic behind the re-org was:
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End To End Delivery responsibility:
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Aggregate all relevant functions under same roof
Responsibility & Authority on execution in the same org
Keep knowledge by:
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Move to Global/Geographical “pools” whenever possible
Unify small group into bigger ones
Reduce management levels rather then employees on the field
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Reduce forces while maintaining all required skills within the organization
Keep the knowledge in proximity to our customers
Focus on:
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Our main/biggest customers
fulfill committed/paid activities
Establish better working tools during 2012 (SFDC, Configurator)
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2012 - Main Challenges
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Introducing many New Products during 2012:
• 11n PtP & PtMP
• Compact
• CPE 6000
• TD-LTE Demo
More Beta deployments, NPI work & Trials
Many committed/planed Migrations (14 so far)
More support issues, due to:
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New SW introductions will create higher problem rate
Beta coverage will be reduced – many new features/configurations will not be
tested before GA
• Less knowledge in R&D for legacy products
• R&D T4 support will be lighter (less resources)
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Main Changes from previous org
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Globalization:
• Merged ALL Geo PM units into a Central PM unit
• Merged all CS resources under Products & Support unit
•Merged Training & Documentation, P&C & PMO units into the Global
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Operations unit
Joined small units into bigger ones:
• Merged the RNP unit into the Products & Services organization
• Merged Europe & Africa CS units into EMEA CS unit
• Merged LATAM & NA CS units into Americas CS unit
• Merged India & APAC CS teams into APAC CS unit
Flattened the org whenever possible
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Reduced managements levels in many units
Flattened PM organization completely
Moved activities to Low Cost areas:
• Open Call center in Mexico to support the entire America
• Assigned Product Expert & Professional Services in Low Cost centers
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CBD COO Mission Statement
To Maximize company’s Business
results by providing Professional &
Efficient Sales Support and Delivery
to meet our Customers’ needs
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CBD COO - Functional Org Chart
CBD COO
Ronen Regev
Global PM
Global Ops
CU
Pricing & Infra
Global Presale
PSS
Yacov Shemesh
Amit Ashkenazi
Hagit Reuven
Tali Menda
Yochai Barak
Guy Amitay
PM’s
P&C
EMEA & APAC
Training
Americas
Documentation
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Elkana E
Pricing
Product &
Support
Yaron Abuksis
RNP
Product Experts
Professional
Services
CS EMEA
CS Americas
CS APAC
Professionalism & Dedication !
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Global Presale Unit
Global Pre-sale Structure
VP. Global
Pre-Sale
GM
Americas
GM
EMEA
GM
APAC
• Regional pre-sales Directors and Managers report directly to the GM
• Doted to the VP. Global Pre-sale – technical and process guidance and
responsibility
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Global Pre-sale - High Level Missions
Be no. 1 Technical and Market Experts, by:
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Be the leader in managing all technical, products & GTM issues in pre
awarded accounts
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Maintain Alvarion leadership & presence in awarded/existing accounts
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Have full understanding on the market & competition environment
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Be the CBD and the regions POC with GBU personnel
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Manage technical region partners
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Global Presale -Roles & Responsibilities
• Pre-Sale Responsibilities
• Center of excellence – a technical focal point for Alvarion personnel & Customers
• Lead, create & manage technical end-to-end proposals (RFI, RFP, RFQ…)
• Manage customer technical engagements– meetings, POC, road shows, etc
• Define and guide the desired technical strategy/solution per project/account
• On-going Technical updates to the regions – roadmap, feature set, applications,
customer success stories etc…
• Market Expert activities
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Full knowledge & understanding of the regions market behavior – competition,
standards, technology, requirements etc…
• Be involved in definition of recommended positioning and GTM approach per
country/account, to ensure Alvarion win
• Participation in main regional & industry events and conferences
• Be involved in definition of the regions focused and strategic accounts
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Global Presale - Expectations from Sales
• Work with full cooperation with your pre-sale person – we are ONE
TEAM!
• Communication…communication…Communication…
• Openness and sharing of all information
• Plan in advance
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Pricing & Infrastructure Unit
Pricing & Infrastructure Unit
New team since the last organizational change
Tali Menda
CBD Infrastructure projects
Pricing – Strategic Issues
Elkana Erlenger
Pricing
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Pricing & Infrastructure - Deliverables
• Price proposals Building
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Building proposals for big opportunities/Tenders and supporting small/medium
proposals & contract customers yearly price list.
• Support various pricing issues such as volume discounts, yearly price
erosion, forward pricing, sales promotions.
• Analyzing Price Proposal and PO’s profitability - GM and DC
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Forcing the discount policy and Deal Review procedures.
Supporting the CBD top management when taking prices decisions.
• Price list update twice a year.
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Joined work with the PLMs and services groups, defining together the new
products positing and pricing.
• Periodical prices reduction as per costs reduction and market needs.
• Next price List (PL 27) is published these days
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2012 Deal Review Process
• We are implementing new Deal Review Process. Led by Pricing Unit.
main topics are:
• Bid / No BID discussion: aimed to assess major business conditions
(opportunity, Solution, Competition, Gaps = chance to win?) , led by the account
manager
• Proposal preparation: Define major Tasks, responsibilities and expected
time table.
• Deal Review discussion: Done if met one of the following criteria points, led
by the Proposal Manager:
• Alvarion’s proposed equipment & service revenues amount of at least 1M$
• Proposal include Future Products.
• Commercial terms are worse than Alvarion’s Standard commercial terms.
• Low prices/profitability – Applied discounts are higher than authorized in
Pricing Policy
• Price proposal profitability approvals: criteria tables which defines the
approver position based on deal volume and level of profitability.
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Leading CBD Infrastructure projects
• Salesforce.com for services
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Will replace Current SSM, Call handling and SLA customers managing tool
As a result, key processes in the support group will have to be refreshed
Massive Data cleaning and new data definitions are required
Characterization document for the new tool is already written
• Salesforce.com sales CRM
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Planned to replace the current Microsoft CRM. This project wasn’t started yet.
• Sales Configurator
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Price Proposals builder: translate CRM opportunity to price proposal. Working
transparently with the Salesforce.com
• Fast and accurate: will support all our products BOMs options and packages of
services. (Zero mistakes)
• Will enforce working according to Discount Policy
• Will enable electronic signature process
•Proprietary
Will enable
our partners to build proposal by themselves
Information.
Professional Services Sales Unit
Professional Services Sales - Vision
Become Alvarion’s customers,
First choice for services
(for Alvarion’s products)
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PSS Goals :
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Exceed or meet 2012 targets
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Increase company profitability
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Protect & Stabilize services revenue stream
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Generate new & significant revenue stream
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Be an integral part of all new prospects offering
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Develop & provide tangible add value
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Deliver & measure what we sell (customer satisfaction)
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Become main focal point for services sales
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PSS - How to Achieve Goals
• Focus on new SLA potential accounts of $ 100K & above
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Manage SLA Renewals process
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No Free Meals ! Paying customers are 1st priority.
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Include services into any new deal proposal
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Avoid discounts on services
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“Out of the box” way of thinking
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Increase Awareness / Education
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Create working Infrastructure (Policy & Processes, Documentation, Prices, Costs, &
Margins)
• Delivery, Delivery & Delivery (we must deliver what we promise!!!)
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Commercial Unit
CU - Organization chart
Hagit Reuven
EMEA & APAC
NA
LATAM
Elina G
Denis
Gustavo
France
Charlene
APAC
Alit
EMEA
Katya
EMEA
Avishay
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CU - main responsibilities (1)
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Booking & shipments funnel management
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Production plan management
• Translating RFP’s and CRM FC to production requirements.
• Preparing monthly production plan
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Regional “administrators” of the CRM system
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Business Reporting
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Order fulfillment – control processes
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Booking policy enforcement & Discount level control
Direct contribution control.
Free of Charge, returns orders and credit control.
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CU - main responsibilities (1)
• Order fulfillment process
• Order entry and scheduling.
• interface with production, export, finance, legal.
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Managing the SOR process
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RMA processes
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2012 Discount policy
1. Orders above $1M: prices has to be approved as part of the “deal review”
process led by the pricing team and relevant pre-sale.
2. Contracts :All customers with valid contracts that include prices doesn’t need to
be re-approved per order.
3. Below $1M without a contract:
Product
Sales
manager
General
Manager
Licensed/ Unlicensed BSTs HW and SW
50%
54%
Licensed/ Unlicensed CPEs HW and SW
30%
34%
Walkair
40%
42%
Services
20%
24%
4. For orders exceeding the above table:
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Orders shall be analyzed by Pricing unit
Based on the analysis, the order shall be approved based on GM/DC approval
guidelines appear in the Deal Review document
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CU – Regions: 2 way street
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Region > CU
• Cooperation – in order for us to do all your back office management
we need you to keep us always in the loop, in all aspects.
• CRM maintenance – Please updated the FC accurately & in a timely
manner
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CU > Region
• On top of our daily responsibly we see our unit as the region’s focal
point in HQ in all operational aspects, we might not be the ones solving
the problems but we can be the ones managing the situation with/for
you…
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Global PM Unit
Global Project Management Coverage
North
America
Europe
HQ
APAC
Africa
LATAM
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Global PM – org chart
Yacov
Shemesh
Nadav A
Eyal P
Manuel L
Diego G
(India)
(Israel)
(Italy)
(Iberbanda)
Michael A
Francois F
(Israel)
(SA)
Roger T
William C
(SA)
(Taiwan)
Andrew T
Nicolas M
(Uruguay)
(Canada)
Nino C
(Mexico)
Juan Pablo
(Mexico)
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What is a project with dedicated PM
General definition for Project* (one of the following condition):
• Direct (customer) sales with order over $1,250M Project
• Full TKP definition should have at least one of the below:
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Local installation with minimum 10 sites complete installation services
Services portion is more than 20% of the Purchase Order (mandatory PM fees)
Services to be performed by local or global Subcontractor (LSC should be
approved and certified by project director or COO)
• Third Party Equipment (PtP, WiFi, AAA, ASN etc.)
• Strategic account (TBD by GM and CBD President or COO)
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* in such cases PM should be involved in the proposal preparation process (i.e. RFx)
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Project Manager Roles & Responsibilities
• Single POC for every project-related issues
• Overall responsibility for the project’s execution
according to agreed plan, monitoring and control
of the process
• Project documentations, SoW, ToR and Project
Plans (surveys, PFS NAD, RNP etc.)
• Conduct periodic project status & progress
meetings and steering committee meetings
• On going management of all field activities of
Alvarion staff and subcontractors
• “Customer ambassador” inside Alvarion, first level
of escalation, mange professional services and
delivery teams in Alvarion
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Project Management methodology
Statement of Work - SoW
Translates both parties contractual obligations into prioritized
deliverables for a successful implementation. The entire process
includes support and maintenance and aligned with the highest
quality criteria of the international PMBOK.
Mutual obligations will be demonstrated in the Table Of
Responsibilities (ToR)
The Project Plan
The implementation program for the work described over the SoW
The program defines the following mutual agreements:
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Project preparation
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Project schedule (Gantt)
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Milestones
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Acceptance criteria
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Project
& Information.
support team structure
Proprietary
Products & Support Unit
Product & Support unit - Mission & Goals
• Main Missions:
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Provide our customers ( Internal and External ) most effective and professional
service
• Lead Alvarion’s WW technical activities
• Main Goals:
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Providing the required services by the most professional Engineers to deliver our
commitments
• Providing required knowledge and skills for utilizing and selling Alvarion products
and solutions
• Successfully activate the new Regional CS centers: EMEA (Africa and Europe),
Americas (LATAM and NA), APAC (India, APAC)
• Continue decrease number of open SSM calls and duration
• Enhance our Call Center capabilities & performance
• HR – Do more with less, Keep key engineers
Proprietary Information.
Product & Support Unit
Yaron
Abuksis
Proprietary Information.
RNP
PE
Ilan M
ELI C
PFS
CS EMEA
Shai M
Ciprian M
CS America
CS APAC
Helvio N
Nadav A
NMS
NMS
Amos R
Noam K
Major Tasks (1)
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Professional Services :
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Execute projects design (Migration and new deployments)
Mainly in Africa and LATAM ( RNP design, NAD and Migration procedures)
NPI activities:
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Compact, Ultra, CPE6000, WA5K, DAS, Maintenance releases ( NG/VG, FDD,
CPE3000, CPE4000, 4M, Extreme & NMS)
Field Engineering:
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Execute Trials/PoC/On site activities (OJT & Audit)
• Training:
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Internal (Basic and Advance for all Alvarion portfolio)
External (CASS, CAIT, CASO)
IOT:
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Continue support WiMAX third party IOT activities per marketing/sales requests
(AAA, ASN GW, CPE’s )
SLA:
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Meet SLA obligations (First respond, Workaround & Solution)
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Major Tasks (2)
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Crises handling:
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Handle professionally and in correct sense of urgency
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Provide NOC services (Claro, Nextel, Linkem, NGI, IB & Other)
• NOC:
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TAM services:
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Support technically large scale projects (Elro, FT & Other)
RNP:
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Develop tools (simulation, estimators and calculators ) for DAS, 11n, LTE
Infrastructure:
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Develop tools (Application) and procedures to support the above
Invest in Labs ( equipped with new Alvarion portfolio products)
Proprietary Information.
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Global Operations Unit
Global Operations - Mission & Goals
• Main Missions:
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To control, manage and handle all services
activities with efficient, profitability and customer
satisfaction meeting our stakeholder expectations
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To provide our customers with the most relevant
and effective information that will enable them to
maximize their business performance
• Our goals are:
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Providing the required service by the most
professional Engineer to deliver our commitments
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Providing customers knowledge and skills for
utilizing and selling Alvarion products and solutions
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Creating an additional source of revenue
Simplify our documentation
Standardize the writing & Improve consistency
Proprietary Information.
Global Operations Unit
Amit Ashkenazi
Documentation
Gila Z
Michal Z
Tech Writer (SC)
On Line help (SC)
Graphic Design (SC)
Proprietary Information.
Training
Coordinator
Daniela A
Training Expert
Training (Rom)
Eli F
Octavian M
Global Operations - Major Tasks
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• Monitor & Control Services investment and resource utilization
• Leverage the resources to support the WW challenges
• Develop and maintain the highest level of competence globally
• Develop Training courses (Customers & Employees) according to products’
road maps
• Reconstruct our course offerings (updates for existing courses & creating
additional/new courses)
• Certify, support and update Alvarion’s ACTCs and infrastructure (ATC)
• Develop, support and maintain the KMS (Knowledge Management System)
• Migrate to topic-based documentation (Author-It)
Proprietary Information.
Summary
Our main goal is to give you
an Efficient &
Excellent Service
We Are Here For YOU !!!
Proprietary Information.
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Let have a smooth takeoff !
Proprietary Information.
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Thank You
Name: Ronen Regev
E-Mail: ronen.regev@alvarion.com
Phone: +972-54-9225386