Oracle 11i10
Marketing
Applications for your Industry
Information for your Business
Lara Lozser, IBU Application Specialist
Agenda
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Key Takeaways
Product Family Footprint
New Products
Highlighted New Functionality
Cross-Sell Up-Sell
Analyst Remarks & Competition
Customer Stories
Summary-Takeaways
Key Takeaways
Key Takeaways
• Trade Management is a complete promotions management
solution that can be used by over 50% of customers
 Trade Management is a Sales Force Automation solution for
an iterative selling process
 Partner Management allows our customers to be more
effective with their partner channel by reducing the cost of
integrations and headcount
 Oracle has partner enabled the E-Business Suite
Quick look: Marketing, Trade Management and
Partner Management Customers
 Oracle Marketing
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426 Total Customers
59 live customers
277 Implementing
 Oracle Trade Management
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43 Customers
 Oracle Partner Management
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6 customers
Product Family
Footprint
Oracle Marketing Products
Analytic
Applications
Pull-Through
Apps
Content
Manager
Partner
Management
Trade
Management
Marketing
Applications
DBI for Marketing
Marketing – iStore, Proposals, Scripting, Quoting, TeleSales, Sales,
Order Mgmt, Financials, Advanced Outbound, CDH, DQM,
Personalization
Trade Mgmt – Advanced Pricing, Order Mgmt, Financials, Costing,
Inventory, Demand Planning, Partner Mgmt, DQM, Marketing, CDH
Partner Mgmt - iStore, Quoting, TeleSales, Sales, Order Mgmt,
Contracts, iPayment, Financials, Marketing, Configurator, Trade
Mgmt, DQM
Content Mgr - Marketing, iStore, Proposals
New Products
What is Partner Management (PM)?
Partner Management (PM) is about improving the efficiency
and effectiveness of interactions between enterprises and
their demand network partners.
Oracle Partner Management (PM)
Footprint
Dealer
Reseller
Agent
Distributor
Service
Contracts
Knowldegebase
iSupport
iStore / Order
Management
Configurator
Sales
Trade
Management
Marketing
OEM
9iAS Interconnect
Oracle Partner Management – Partner Dashboard
Oracle Partner Management – Channel Manager Dashboard
Why Oracle Partner Management?
 Large # of your customers need PRM software
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70% of our install base customers sell 50% or more of
their products and services through partners
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A whole other side of the customers house to sell to
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Cross-Sell to Install Base – those who own iStore,
Sales, Marketing, OM, or Manufacturing
 Wide industry applicability
– High Tech, Manufacturing, Financial Services, Telco,
and Consumer Goods
 11i10 really highlights channel best practices
What is Trade Management (TM)?
 Example: Redeeming clipped coupons out of your local
newspaper for groceries (.50 off of Reynolds Wrap and $1 off of
Blue Bunny Ice Cream
 Your Grocery Store submits your coupons to the different
manufacturer’s – in this case Reynolds and Blue Bunny – along
with payment for the Tin Foil and Ice Cream you purchased from
them
 That begins one scenario that can be addressed by the Trade
Management application…
Oracle Trade Management Footprint
Marketing & Trade
Planning (HQ)
Fund Mgmt &
Allocation
Account
Planning (Field)
Oracle
Trade
Management
Settlement
Deductions &
Claims
Controls &
Approvals
Sales
Execution
Retail
Monitoring
Oracle Trade Management
Approaches to Selling and Positioning
Trade Management is an “iterative
sales” product where you sell products
to more or less the same customer
accounts on a continuous basis
Difference between Trade Management & Oracle Sales?
“Sales” Apps
Selling Model
Industry Focus
Business Flow Examples
Examples
Oracle Trade
Iterative
Mgmt
Oracle Sales
CPG, Life Science /
Pharma, High Tech
Lead and
Opportunity
Based
High Tech, Financial
Service, Telecom,
Transportation
Promotion Analysis to Execution
Deduction Creation to Settlement
Third Party Accrual
POS / Chargeback Processing
Campaign to Lead
Lead to Opportunity
Opportunity to Quote
Quote to Order
Why Oracle Trade Management?
 Estimate that 40% of Consumer Goods companies have not
invested in a point solution application beyond e-mail and
spreadsheets. (Gartner 2004)
 Marketing applications will grow by a 22.7% CAGR through 2006.
Analytics, specifically predictive analytics, will be the major
driver for growth. (Gartner 2004)
 Failure to put the foundation functionality in place by 2003 will
place a consumer goods enterprise at a significant competitive
disadvantage relative to the rest of the competitive group.
(Gartner 2003)
 The estimated cost of trade promotions for the U.S. Consumer
Goods industry alone is $26 billion per year. This translates into
an average of 13% of sales revenue across U.S. Consumer
Goods companies that is spent on these trade promotions.
(Gartner 2004)
Highlighted
New Functionality
New Features for Marketing
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Campaign Workbench
Sales Campaigns
Content Manager Integration
Audience Workbench
Natural Language Query Builder
Fatigue Management
Enhanced Predictive Analytics
Enhanced Multi-Channel Execution
Enhanced Leads Management
Yellow = Highlighted Functionality
Blue Circles = Industry Specific
Enhancements
= Totally New Functionality
New Features for Partner Management
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Channel Manager Dashboard
Partner Dashboard
Referral Management
Deal Registration
Special Pricing Management & Claims
Partner Funds Management & Claims
Enhanced Program Management
Seeded Profile Attributes, KPI’s
Yellow = Highlighted Functionality
Blue Circles = Industry Specific
Enhancements
= Totally New Functionality
New Features for Trade Management
Lockbox Integration
Customer Reason Mapping
Mass Settlement
Promotional Payment View
Auto-Write Off by Threshold
Price Point Capture
Competitor Price Point
Capture
Indirect Sales Import by
WebADI or XML Gateway
Customer Data Mapping
Data Quality Management
Yellow = Highlighted Functionality
Chargeback Validation
Special Pricing Validation
Indirect Inventory Tracking
Sales Analysis
Discount Recommendation
Account Manager
Dashboard
Quota / Target Allocation
Quota / Target Alert
Threshold
Net Accrual Offer
Gantt Chart
Blue Circles = Industry Specific
Enhancements
= Totally New Functionality
Enhanced Features for Trade Mgmt
Deduction Receipt Write Off
Standard Memo Line
Tax Engine Call
Autopay
Invoice Credit for Claims
Associate Earnings
Settlement During Period
Close
Forecast Accrual by Product
Family, Actual by Product
Automated Volume
Performance Checking
Drill Down into Orders and
GL Postings
Retroactive Adjustments
Yellow = Highlighted Functionality
Budget API
Budget-Offer Validation
Options
Budget Transfers
Forecasting
Offer Accrue To
Offer Theme Approval
Offer Payout Dates
Forecasting
Off Invoice GL Posting
Options
Pay Over Earnings
Earned Column
Blue Circles = Industry Specific
Enhancements
= Totally New Functionality
Highlighted New Functionality
Marketing
 Audience Workbench with Natural Language Query Builder
(NLQB)
 Campaign Workbench with Fatigue Management
 Content Manager
Partner Management
 Business Flows:
 Partner Fund Mgmt, Deal Registration, Referral Mgmt,
Program Mgmt, Special Pricing Mgmt, and Opportunity
Mgmt
 Productivity Tools:
 Channel Manager Dashboard
 Partner Dashboard
Trade Management
 Concepts
 Budget Planning, Trade & Promotions Planning, and Claims
 Account Manager Dashboard
 POS/Indirect Sales Management
Marketing: Audience Workbench with
Natural Language Query Builder (NLQB)
Definition
A Workbench that included a new list creation method based on templates which allows one to
build list conditions as natural language sentences.
Needs / Issues
Building lists and segmentation
requirements are too complicated and
time consuming for marketers, and may
even require programming efforts
Solution
• Easy to use list and segment creation tool which hide
the data complexity
• List creation method based on purpose-driven
templates
•Build list conditions as natural language sentences
using out of the box templates or newly created
templates to drive business
Benefits
The Workbench allows Sales Managers, Sales Administrators, and Marketers a single location
from which to start creating their own lists including their own lists with NLQB
List template conditions can be designed to match business purposes
Previewing the count and entries of the NLQB list significantly reduces the amount of time it
takes to build the correct list
NLQB
• Select Installed product and
cross-sell another
• Natural languages make it
easier to understand what list
of information is being asked
for
• Running totals to see which
conditions make it better or
worse list
Marketing: Campaign Workbench
with Fatigue Mgmt
Definition
Fatigue Management ensures that your marketing functions collaborate rather than conflict with
one another by allowing marketers to set up the rules of engagement through flexible contact
protocols.
Needs / Issues
Without rules in place in the system
marketers can contact customers too
frequently causing “fatigue” to their
messages
Solution
•Automatically prevents over-contact of customers
over time, by different channels
•Forecasts fatigue trends so marketers can optimize
the reach of their channel communications.
•Marketers can set up rules to define contact limited by
time period and channel
•Fatigue reports track fatigue schedule execution
Benefits
Reduces the risk that a company’s communication be considered spam
Increases customer satisfaction by limiting exposure
Potentially draws higher response rates for marketing schedules
Ability to preview fatigue rules outcome serves as a planning tool to ensure optimal targeting
Trends
• Help marketers understand
when the list they want to use
is at its’ optimum
Marketing: Content Manager
Definition
Functionality to provide marketers with an integrated framework that stores, categorizes, and
manages collateral and communications materials for content management.
Needs / Issues
A company’s “Brand” has the potential
to be misrepresented if content is not
controlled and utilized correctly in all
channels and formats
Need to ensure collateral and
communication consistency while
making sure the process is efficient
Solution
• Provides content template definition and style sheet
management, content workflow approvals, versioning,
and access control.
•Content renditions allow the same content to be
stored in different formats so it is available to all
channels and users but without the administrative
headache of multiple content items
Benefits
 Ensures consistency and proper access in marketing content
Allows reuse of content created for one activity in another
Enables recommendation of content for use based on product context without having to search
through the whole repository
Use of ‘live version’ functionality ensures the usage of the latest and greatest content
Partner Mgmt: Business Flows
Definition
Capabilities across the PM application which are required to manage an indirect channel, as well
as integrating that indirect channel processes back into the rest of the organization
Needs / Issues
Easy access of vendor resources by
Indirect Channel
Deal registration to avoid channel
conflict
Referral management to
reward/influence partners
Solution
Deal Registration
Referral Management (highlighted)
Program Management
Partner Funds Mgmt (highlighted)
Special Pricing Mgmt
Opportunity Mgmt
Benefits
 Integration of partner processes with rest of organization
 Increase partners’ opportunity win rate by delivering opportunities to the best partner and
providing collaboration capabilities when working deals
 Drive partner revenue by responding quickly and intelligently to their requests for special
pricing
 Reward partners for influencing sales through an automated lead referral to commission
process
Partner Mgmt: Referral Management Flow
Vendor
Partner
Set up
Referral
Benefit
• Commission-based
referrals programs
increase market reach
Attach
Benefit to
Review
Program
Referral
Referral
Approval
Order is
Booked
Pay
Commission
Benefits
Enroll into Partner
Program
• Build partner loyalty
• Improve efficiency by
Submit Referral
• Increase commission
automating referral to
commission process
accuracy and improve
partner satisfaction
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Commission
Acceptance
Partner Mgmt: Partner Funds Management
Vendor
Partner
Benefits
Create Fund
• Reduce cost of managing
Request channel
marketing funds
Resolve
Claim
Pay Partner
• Track liability in GL to
ensure safe, conservative
accounting
Approve
request
Approve
collateral
funds via partner selfservice
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Submit marketing
collateral
• Ensure accurate partner
Conduct activity
• Measure results of
incentive accruals and
payouts
marketing expenditures
Submit claim
Receive payment
Partner Mgmt: Channel Manager Dashboard
Definition
A personal productivity tool which can drive business in a more effective
and timely manner because it has an easy-to-access, and digest, view
of a partners’ performance. It will enable a proactive analysis of channel
trends allowing for more informed decisions.
Needs / Issues
Daily, easy intelligence for Channel
Managers
Solution
Configurable KPIs & Performance Trends
360 degree view of partner information
Territory based security
Enhanced advanced searching
Personalized “Top Partner Lists” on dashboard
Generate partner lists to be used in marketing
Improved usability
Benefits
 Improve efficiency with easy access to channel activities
 Effectively measure channel performance
 Proactively identify channel trends and make informed decisions
 Improve partner satisfaction by reducing response time to their requests
Shortcuts
• Provide easy
navigation to all
accessible Marketing
Functions based on
Responsibility
Partner Information
• Provide information as to how the top
partners are performing in different
areas
Partner Mgmt: Partner Dashboard
Definition
Provide partners with a single home page from which they can easily
and quickly access information and tools they need to sell products more
effectively. From the dashboard, they have one-click access into all
transactions that they have permission to work with.
Needs / Issues
One stop shop for Partners
Increase Sales
Reduce Cost to serve
Solution
Configurable user interface
Self service registration and enrollment
Partner self-service administration
Targeted promotions
Ability for VADs to work with managed partners
Improved usability
Benefits
 Reduce cost of managing partners
 Streamline partner interactions through self-service portal
 Improve partner efficiency and satisfaction through quick access to important items
Quick Links
• Provide easy
navigation to all
accessible PRM
Functions based on
Responsibility;
including Special
Pricing
• Provide easy
navigation to all
accessible PRM
Functions based on
Responsibility;
including
Opportunities and
Available Programs
Trade Mgmt: Concepts
Increase Sales
Automate sales processes. Plan &
execute trade promotions with
measurable ROI.
Control Budgets
Gain visibility into trade fund usage,
liabilities, and expenses.
Reduce Costs
Automate claim & deduction settlement
process. Manage indirect sales data.
Trade Mgmt: Account Manager Dashboard
Definition
Sales force automation tool that provides account planning and
analytical tools for sales reps to manage their accounts
Needs / Issues
Account planning to allocate funds and
quotas out to sales force
Tool to facilitate streamlined promotion
management and forecasting
Daily, easy intelligence for sales execs
High
Tech
Mfg
CPG
Telecom
Solution
Actual sales vs forecast reports by account / product
Account plans
Sales analysis
Promotion evaluators and worksheets
Promotion forecasting
Competitive & retail pricing capture
Retail activities monitoring
Benefits
 Increased sales efficiency and effectiveness
 Improve sales rep efficiency and satisfaction through quick access to important sales activities
Shortcuts
• Provide easy
navigation to all
accessible Marketing
Functions based on
Responsibility
Account Information
• Provide information on top account
Product Information
• Provide information how top products are selling
Trade Mgmt: Indirect Sales Management/ POS
Definition
Identify, recognize and react to important customer interactions
and life events with targeted offers/actions
Needs / Issues
Forgone revenues and/or customer
defections based upon failure to
respond to important customer events
Import and validate high volume of
complex chargeback transaction data in
managing distributors/ wholesalers
Mfg
CPG
Telecom
Solution
•Configurable price list to capture end customer
agreements
•Buying group support
•Inventory validation
•Option to deplete upfront accruals
•All other general indirect sales management features
Benefits
Reduce cost & time to manage indirect sales data & processes
More accurate payments
High
Tech
POS/Indirect Sales Mgmt
• Looking at claims for one distributor that were brought into the system automatically and put
through an initial processing.
• Some Claims were allowed, some disputed and some will require more research
Analyst Remarks
&
Competition
Oracle Marketing
 Gartner has over 15 different areas in which it rates Marketing
functionality.
 Oracle applications and technology apply to 6 areas
 Listed below is just one area where Oracle is rated against
other vendors in the Marketing area
Oracle Partner Management
“…Oracle Partners is still relatively new to the market and is bestsuited to current Oracle manufacturing customers with single-tier
relationships requiring core PRM functionality. Oracle has shown
some increased market momentum for sell-side commerce —
particularly for B2B business models — and has very strong sales
configuration functionality.”
Gartner, April 2004
Oracle Trade Management
“Oracle: Oracle had very well laid out plans for moving from
planning-only to suite functionality, but the execution on the vision
has not been apparent. The solution is well thought out relative to
creating trade promotions, managing trade funds and clearing
deductions. … Important steps during 2004 include having more
referenceable customers and providing capabilities including
supply chain integration and retail.”
Gartner, April 2004
Competitive Attack Points for the Marketing
Application Area
Competitor
Attack Information
SAP does not play in all the same marketing areas as Oracle and as such
the Gartner reviews only cover certain areas
Lack of review in Customer Profitability Analysis & B2C Sell-side ecommerce which gives Oracle an advantage in these two areas
Both SAP and Oracle considered a “Caution” in the e-marketing space, but
SAP product is thought to be best considered for less demanding customer
•Market dominance and lots of referenceable customers
•Weak in leads, content management,
•Weak in assuring data quality as it relates to bringing in marketing
information into the system
•Weak with complex e-commerce requirements
•Strong reference customers and analytic capability,
•Easy to use product with deep e-marketing features
•Weak financial standing
•Performance issues with product, complex to implement and integrate to
get results
•Campaign reporting too basic typically need alternative reporting tool
Data source: Various Gartner Reports from 2003 & 2004
Competitive Attack Points for the Partner
Mgmt Application Area
Competitor
Attack Information
•Gartner rated as behind in the following feature/areas compared with Oracle:
• Core partner life cycle mgmt capabilities
• Partner program mgmt & recruitment
• Deal Registration
• Referrals
• Product complexity/architecture
•Market dominance and lots of referenceable customers
•Strong vertical adoption
•Weak in any of the numerous/required integrations to financials or other back-office
applications,
•Weak in the areas of Budgets, Service, Trade Management, and distributed order mgmt
•Strong reference customers
•Compelling architecture that readily enables integration with disparate back-office and
legacy applications
•Strong guided selling, product configuration and order management
•Lack of core PRM functionality with same strength as remaining application
•Corporate Viability concerns
•No single customer model
•Out of the Box solution requires many customizations
Data source: Various Gartner Reports from 2003 & 2004
Competitive Attack Points for the Trade
Mgmt Application Area
Competitor
Attack Information
•: Strong Install base and global presence,
• Strong Supply Chain integration and pricing optimization
• Weak in ease of integration with Financials
• Weak in Compliance Monitoring
•Complex product and architecture
• Strong sales force tools and analysis
• Tier 1 and Tier 2 Referenceable customers
• Need to manage multiple customer data models
• Complex solution to implement
• Lots of integrations required to use full business process functionality, very costly
CAS, Inc.
• Strong reference customers with deep industry expertise
• Robust in customer planning and retail.
• Weak financial report
•Do not support anything other than .NET
• Lack of strong global support
Data source: Various Gartner Reports from 2003 & 2004
Cross-Sell, Up-Sell
Trade Management is …Multi-Faceted
Different Configurations Serve Different Needs
For Example:
•# • Needs
• Industry Focus
• Purpose
•1 •Whole of TM, with Trade
• Consumer Goods
• Life Science/
Pharma
• High Tech
• Enable whole Trade Management
business flow
• Enable Order-to-Cash flow
• Provide a Sales Force Automation
(SFA) tool
•Any company with a
claim / deduction
problem
• Manage all claims & deductions of
various reasons – trade agreements,
damages, shipping, etc.
•High Tech
• Manage fund requests, promotions &
claims for partners
• Track resale/POS, channel inventory
•Life Science /
Pharma
• Automate the Distributor Chargeback
process
• Track resale/POS, channel inventory
Planning rolled out to the
sales force
•2 •Only Claim & Deduction,
along w/ Financials or not
•3 •Focus on Indirect Sales,
along with Partner Mgmt or
not
•4 •Focus on Chargeback
Oracle Marketing
Cross-Sell Messaging for Existing Oracle Customers
If Customer has…
Sell them Marketing for …
Why – What is the Benefit
Customer Data Hub (3rd
party or Oracle’s)
Practical and actionable Customer
Insight
Customer Intelligence
Oracle Sales
(OSO/OTS/OIC)
Marketing and Sales Alignment
More efficient use of
resources
iStore
Marketing drives Web presence
Better Marketing message
coverage
Service (iSupport,
TeleService, Interaction
Center)
Cross-sell, up-sell and retain based on
Service interactions
Customer Satisfaction
Improvements
Financials, Order Mgmt
Campaign to Cash flow
Full business process
support for a true closed
loop understanding of the
business
Oracle Marketing (small #
of licenses)
Up-sell more seats with Enterprise
Marketing message
More information
throughout the business
Oracle Partner Mgmt
Cross-Sell Messaging for Existing Oracle Customers
If Customer has …
Sell them Partner Mgmt for …
Why – What is the Benefit
iStore
Strengthen the bottom-line
Lowering cost of sales through
the online channel
Oracle Sales
(OSO/OTS/OIC)
Channel Alignment and Partner
Efficiency
More efficient use of resources
Trade Management
Partner and Channel Alignment
Close communication gap
between Sales and Partners and
better manage the process
Trade Management
Channel & Marketing Alignment
Align channel marketing
expenditures with your strategic
business direction
Oracle Marketing
Effectively Market to and through
Partners
More partner revenue
Order Management,
Financials
Seamless Handling of Special
Pricing Requests
Full business process support for
a true closed loop understanding
of the business
Order Management
Initiate and complete complex
order transactions in a selfservice environment
More information throughout the
business
Oracle Partner Management
Over 600 Potential Cross-Sell Deals
Current Install Base*

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
iStore
Sales
Marketing
OM / Mfg
#
150
400
375
3000
(% of)
&
50%
40%
40%
10%
(# of) Potential Cross-Sell Deals
75
160
150
300
Total = 685 (adjust 50% for overlap = 342)
* Install Base numbers are estimates based on TAR activity
Oracle Trade Mgmt
Cross-Sell Messaging for Existing Oracle Customers
If Customer has …
Sell them Trade Mgmt for …
Why – What is the Benefit
Marketing
Increasing Brand Equity
Promote to the right customers with
the right product and understand
the cost to do so
Marketing
Comprehensive Budgeting
Tools
Streamline the budget allocation
process for marketing and
promotions
Sales (OSO, OTS, etc.)
Help with Volume Planning
and Forecast Accuracy
Benchmark Promotional Impact on
Sales
Order Management
Streamlined Execution and
Tracking
Close communication gap between
sales and mfg to provide more
accurate order processing &
demand planning information
OM & Financials
Control of Promotional
Expenditures
An end-to-end process that
proactively prevents deductions
Strong internal control to comply
with regulations
Financials
A Central Claims Repository
Minimize claim processing costs
Provide control of all customer
disputes
Customer Stories
A Few Marketing, Partner Mgmt & Trade
Mgmt Customers
Oracle Marketing
Reference Customers by Industry
High Tech
Manufacturing
Financial Services
Telecom
Other
Oracle Partner Management
Reference Customers by Industry
High Tech
Manufacturing
Telecomm
Oracle Trade Management
Reference Customers by Industry
CPG – Food & Bev
High Tech
Life Sciences
CPG – Household
Goods
Manufacturing
What have Oracle Customers Achieved
Trade Management
“Top U.S. toy manufacturer
uses Trade Management and
Financials to manage deductions”
“Personal care product
manufacturer uses Trade
Management to manage
end-to-end process”
Partner Management
“Market leader in bar code printing has seen
improved lead acceptance, a reduction in the
average sales cycles, and increased channel
revenues”
“Leading provider of technology equipment saw a
savings of more than $2m in IT staff costs, a
reduction in channel operational expenses by
$150k, and 3x new partner registrations”
In Summary
Key Takeaways
• Marketing, Partner Management, Trade Management
Applications is on the rise!
• Trade Management is a complete promotions management
solution that can be used by our customers or partners
 Trade Management is a Sales Force Automation solution for
an iterative selling process
 PRM allows our customers to be more effective with their
partner channel and lower their costs doing business by
reducing the cost of integrations and headcount – so any
current customer with OM who hasn’t bought iStore is a
good target