Integrating CRM On Demand with
the E-Business Suite to
Supercharge your Sales Team
Presented by: Tom Connolly, Jason Lieberman
Company: BizTech
Session ID: #10351
Background
• Let’s start with a few assumptions
• Everyone here is at least somewhat familiar with Oracle
CRM On Demand and E-Business Suite
• It’s OK to admit that these two application packages are not
integrated
• There is some business benefit to bridging the gap between
these two systems
• Any work/cost associated with this integration is worth
minimizing
Background
EBS
Account
Key Objects in CRMOD and EBS
Quote
Products
CRM-OD
Account
Order
Opportunity
Lead
Products
Invoices
Contacts
Party
Addresses
Addresses
Background
CRMOD Architecture
• Delivered on smart phones,
browser, desktop, portals
• Flexible interfaces to data and
functionality
• CRM-specific business
processing
• Multi-tenant, meta-data
driven
• Both transactional database
and data warehouse
Integration Framework
Web Server
User Interface Layer
Business Logic Layer
OLTP
Web Services
Standards Based
Secure
Comprehensive
• SOAP, HTTP
• WSDL, XML
• Authenticated
• SSL Encrypted
• Role-based Visibility
API’s for:
• Objects
• Meta-data
• Admin data
Web Services in CRMOD
API’s
•
•
•
XML message can include many records.
Hierarchical XML. For example, a message
may contain a list of contacts and all of their
offers.
For lookups, XML can contain query-byexample.
•
•
•
Generate WSDL from admin screen.
WSDL can include custom fields.
CRUD operations for all major objects
7 Key Integration Scenarios
1. Single Sign-On
2. Embedded Web Applet
3. 360 degree view of the Customer
4. Opportunity to Quote (or Order)
5. Click to Lead
6. CRM to Enterprise Data Warehouse
7. Data Synchronization (Customer / Account, Contact,
Address, Product)
• Most comprehensive but also most expensive
Integration Example 1
Bi-directional Single Sign-On
• Using a directory service such as Oracle Internet Directory,
Microsoft Active Directory or Ping Federate
• Login / Authentication process is delegated to the SSO
Directory, authorization is confirmed via a secure token
• Participating applications must be configured to re-direct
authentication process to the SSO directory service
Integration Example 2
Embedded Web Application
• You can incorporate content from external web sites easily
in CRM On Demand. In this example, we will embed a
Google map that shows the location of an account.
• First, Navigate to
•
Admin->Application Customization->Account -> Account Web Applet
Integration Example 2
Embedded Web Application
• Second, create a new web applet in CRM On Demand
%%% Syntax macro expands fields from current CRM On Demand Record
<iframe width="100%" height="500“
src="http://maps.google.com/maps?f=q&
hl=en&geocode=&
q=%%%Bill_To_ADDR_Address1%%%,+
%%%Bill_To_CITY_City%%%,+
%%%BILL_LIST_USSTATE%%%">
</iframe>
Integration Example 2
Embedded Web Application
• Finally, Add the maps to the page layout for accounts
Integration Example 2
Embedded Web Application
• And the Mashup appears!
Integration Example 3
360 degree view of the Customer
A Secure Approach:
• CRM On Demand returns page
to browser which includes a
frame; URL of frame fetches
page of data from application
• No exposure of sensitive data to
public internet.
Integration Example 3
360 degree view of the Customer
• Create a “Web Applet” in CRM On Demand that passes
key fields from CRM On Demand to application:
Integration Example 3
360 degree view of the Customer
• Add list to page layout for users:
360 View
Integration Example 4
Opportunity to Quote
Oracle CRM-OD
4
Oracle EBS
Addresses
EBS Quote
Account
Order
2
1
Opportunity
Contacts
1.
2.
3.
4.
5.
CRM Quote
Info
5
3
EBS Account
Create New or Update Existing Opportunity (Associated to Account and Primary Contact)
Click on Create New EBS Quote (web link from CRM Opportunity)
•
EBS Quote page calls web service program to retrieve the Account, Address and Oppty info from CRM
Create New or Use Existing EBS Account
•
Custom program creates a new account/address or uses existing account. Would also store the contact in a DFF on the quote.
Save Quote Info in EBS
Update Quote Info to CRM - web service copies quote info to CRM
Note: One Quote per Opportunity, may use multiple versions of same quote, highest active revision data will be copied
Integration Example 5
Click to Lead
• Create Campaign
• Create Landing /
Registration Page with
Campaign id
• User Registers
• Calls a Web service to
create a lead
Integration Example 6
CRM to Enterprise Data Warehouse
• Develop a custom program which would make a web
services call to CRMOD to extract data (i.e. nightly extract)
• Save the CRMOD data to a staging table in the Enterprise
Data Warehouse
• Perform standard transformation routines and load data
into the warehouse to allow for enterprise-wide reporting
inclusive of CRMOD data
Integration Example 7
Data Synchronization
• To build an application that uses web services…
• First, export the WSDL for the object you want to
synchronize
Integration Example 7
Data Synchronization
• Importing WSDL into dev tool creates complete set of
classes and methods
Integration Example 7
Data Synchronization
• Methods provide full set of Query / Insert / Update /
Delete functions:
Summary
• CRMOD and EBS are not integrated, however, there are a
number of straight forward techniques which can provide
significant benefits to the Sales Team
• Integration Scenarios
1. Single Sign-On
5. Click to Lead
2. Embedded Web Applet
6. CRM to Enterprise Data
Warehouse
3. 360 degree view of the
Customer
4. Opportunity to Quote (or Order)
7. Data Synchronization
(Customer/Account, Contact,
Address, Product)
Questions, Comments???
Tom Connolly
President
Tconnolly@BizTech.com
Twitter: @BizTechOracle
Booth #1252 on Main
Street