Siebel Sales MS Integration - Functional TOI - 1

Siebel Sales MS Integration - Functional TOI - 1
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Purpose: This document provides an overview of features and enhancements included in Release It is intended solely to help you assess the business benefits of upgrading to Release 8.1. Disclaimer: This document in any form, software or printed matter, contains proprietary information that is the exclusive property of Oracle. Your access to and use of this confidential material is subject to the terms and conditions of your Oracle Software License and Service Agreement, which has been executed and with which you agree to comply. This document and information contained herein may not be disclosed, copied, reproduced or distributed to anyone outside Oracle without prior written consent of Oracle. This document is not part of your license agreement nor can it be incorporated into any contractual agreement with Oracle or its subsidiaries or affiliates. This document is for informational purposes only and is intended solely to assist you in planning for the implementation and upgrade of the product features described. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described in this document remains at the sole discretion of Oracle. Due to the nature of the product architecture, it may not be possible to safely include all features described in this document without risking significant destabilization of the code. Siebel Sales MS Integration - Functional TOI - 2

Siebel Marketing 8.1 Siebel Marketing Objectives
After completing this learning session, you will be able to: Describe the new features and enhancements in the Siebel Marketing 8.1 Release Describe new capabilities, integration options and systems process flows Hello and welcome to the TOI presentation of Lead Management as part of the Siebel Marketing 8.1 release. This presentation plans to achieve the following objectives: To explain the Siebel Marketing Lead Management features in 8.1 and the process flows they support To describe the underlying components and the setup of the above features. Siebel Sales MS Integration - Functional TOI - 3

Siebel 8.1 Marketing Overview
World Class Lead Management Enhanced end-to-end lead management process flows Enhanced list and response import Enhanced data integration and data quality capabilities Advanced rules framework for lead scoring and routing Web and Marketing New usability enhancements Advanced system manageability Enhanced web landing pages/web surveys The Siebel Marketing 8.1 Release brings to the market 2 primary themes – Best of Breed Lead Management and enhanced and Web Marketing Features. In Lead management, the product now supports - end-to-end lead management flows - an enhanced and extensible data import framework for importing leads, responses, and customer lists - modularized and extensible support for data quality integration - and a rules framework for lead scoring and routing On the Web and marketing side of the house, the product has usability and TCO enhancements for managing campaigns; and an enhanced feature set to build and deploy landing sites and web surveys. This TOI presentation deals with the Lead Management features while and Web enhancements will be covered in another TOI. Siebel Sales MS Integration - Functional TOI - 4

Lead Management Functional Deep Dive

Siebel 8.1 Marketing Overview
World Class Lead Management Enhanced end-to-end lead management process flows Enhanced list and response import Enhanced data integration and data quality capabilities Advanced rules framework for lead scoring and routing Web and Marketing New usability enhancements Advanced system manageability Enhanced web landing pages/web surveys Let us delve into the functional aspects of the lead management features. Siebel Sales MS Integration - Functional TOI - 6

Integrated Sales and Marketing process
Acquire Right Contacts Execute Programs Capture & Qualify Leads Distribute Leads Accept/ Reject Work Oppty Plan Programs Marketing Sales Assess Feedback from Sales Channel Measure Effectiveness Modify Lead Gen Program The interaction between Marketing and Sales organizations is shown in the diagram in this slide. A Marketing organization plans and executes marketing programs with the objective of capturing and generating leads. Once leads are brought into the system, they need to be qualified to enable the sales organization to work on the most profitable ones first. The Sales organization can then pick and distribute the leads to the appropriate sales people, typically using rules based on attributes like the geography of the lead and the geography of the sales person. The sales person has further control to accept or reject the lead based on his/her assessment of the potential ROI. Accepted leads may then get converted into Opportunities. Along the process, there is constant measurement of the effectiveness of the marketing programs as well as lead conversion rates. Such metrics feed back into the process to further streamline the process and lead generation programs to be more effective. As one can imagine, streamlining this process also provides better understanding of conversion to the help the marketing organization improve return on marketing investment. Investment Return Siebel Sales MS Integration - Functional TOI - 7

Siebel Lead Management 8.1 – Benefits
Improved alignment between Marketing and Sales Streamlined lead process. More clarity on how to implement the lead management process within Siebel Consistent information flow from Marketing to Lead Qualifiers to Sales Higher Quality Leads Better qualified Better data quality Automated scoring Accelerated end-to-end process of lead management Self service methods of importing lead information Support for dedicated Lead Qualification team to focus sales reps on qualified opportunities Flexible routing logic to get highest value leads to right reps Time-based reminders and escalations More flexibility for local teams Local control for Sales and Marketing Ops to define lead scoring and routing Better visibility into the whole process The Siebel 8.1 Lead Management incorporates many of the top enhancement requests gathered from Oracle customers over last few years. Here we can see many of the benefits that Siebel 8.1 provides to marketing and sales organizations. First, Siebel 8.1 enhances the Lead generation process to more fully support the typical roles in the lead management process includes a tailored user interface by role to help ensure consistent information flow from Marketing organizations to Lead Qualifiers to Sales Organizations. The product has been enhanced so that key events throughout the lead lifecycle are more easily captured and helpful lead information is passed automatically to the next role in the process. Siebel Lead Management was designed with a strong focus on improving the quality of leads passed to sales, not just the quantity. The process provides better tracking of the lead lifecycle and a new rules framework to identify and prioritize the best leads, which in turn translates to better qualification and conversion of leads. The solution also accelerates the lead development process by providing enhanced support for operational processes like importing lead information, routing leads to the right sales reps and managing timely action on those leads. Siebel 8.1 also provides more flexibility and control for local marketing and sales organizations to define the lead qualification and lead scoring logic that makes sense for their business. Summarizing all of these benefits, Siebel Lead Management 8.1 provides better visibility into the end-to-end process by ensuring that data is captured consistently, useful information is passed throughout the process, and the system monitors the overall lifecycle of every response and opportunity. Siebel Sales MS Integration - Functional TOI - 8

Acquire Right Contacts Execute Programs Capture & Qualify Leads Distribute Leads Accept/ Reject Work Oppty Plan Programs Marketing Sales Assess Feedback from Sales Channel Measure Effectiveness Modify Lead Gen Program Since this presentation is about the lead management module, we will start at a point where Marketing has executed its programs and started generating leads. The next step is to capture and qualify the leads. Investment Return Siebel Sales MS Integration - Functional TOI - 9

Capture Leads - Enhanced Data Import
Self-service import of lists from third party sources, offline files and other IT systems Support for contacts, prospects, accounts, leads and responses Enhanced UI to upload lists, manage list mappings, and monitor jobs Processes records through a quarantine process where data quality matching, address cleansing is performed Extensible mapping and loading logic Enhanced error handling To capture leads, the Siebel 8.1 product now provides an enhanced data import framework. It’s highlights include A self-service interface to import files, manage the metadata that maps input fields to the right Siebel fields and an interface to monitor such jobs and troubleshoot. Expanded support for not only the import of Leads, but also other entities like Accounts, Contacts, Prospects and Responses An enhanced user interface to make it easier for business users to import their own data The import process that quarantines data, performs data quality checks, data cleansing and lead scoring before pushing the data into the appropriate Siebel Tables. Enhanced error messaging and handling. Siebel Sales MS Integration - Functional TOI - 10

Data Import Framework Configurable and extensible import framework
Dedicated import logic for each primary object Staging Area Core CRM Channel assignment and scoring Multi-threaded batch import Leads Lead import workflow Leads Responses Response import workflow Responses Import File Contacts Contact import workflow Contacts Prospects Prospect import workflow Prospects The 8.1 data import framework is based on a Siebel workflow framework and therefore is extensible by Oracle customers. Each of the entities that can be imported, including Leads, Responses, Contacts, Prospects and Accounts has it’s own import workflow that can be further customized by Oracle customers. Each import process includes business services for data cleansing and deduplication of customer and prospect data. The deduplication process also handles the relationships between objects in the import, for example, between accounts, contacts and leads. Import has also been enhanced in 8.1 to allow insert and update of all supported party types, including prospects, contacts and accounts. Finally, once the imported records are run through a data quality check, they are fed into the core CRM tables. At this point, business rules and other logic can be invoked to support requirements such as channel assignment and scoring. Accounts Account import workflow Accounts Siebel Sales MS Integration - Functional TOI - 11

Data Import: File Mapping View
Business users can map their files to target fields Mapping fields appear based on the main object selected Mappings driven by selected object Reusable mappings Let us walk through the user interface that supports the import process. The interface to create and manage an import job is shown here. Each Import Job uses a reusable import mapping that defines a mapping between the columns of the input data and the columns of the Siebel Tables. Busienss users can create a new mapping on the fly simply by selecting the fields in this view, or they can select an existing mapping that someone already created. Reusable mappings can be helpful for recurring imports of standard file layouts that come from a outside vendors or other applications. The fields available to map are driven by the main object which was selected for the import. In this example, the main Object is Leads, so account, contact, lead and response fields are all available to map to the contents of the file. Siebel Sales MS Integration - Functional TOI - 12

Data Import: File Mapping View
Reusable mappings Designate required fields per mapping if desired (note: user keys at object level still apply) Control which fields can be updated and what determines an exact match The example here shows a “Contact” import mapping that defines a set of Contact Attributes in the input file, like Last Name, First Name, Street so on and so forth. Import mappings provide additional control over the behavior of the import job. For each mapping, users can control: - Whether a field is allowed to be updated by incoming data. - Whether a field or set of fields are required for a particular import job - Whether a column in the import file should be ignored - What field or set of fields should be used to check for an exact match against existing customer data, as a supplement to regular data quality fuzzy matching rules. Note that the required fields are supplementary to the underlying user keys for the base objects in Siebel. This allows you to apply more restrictive required fields for import, but does not override the unique user keys applied for the object. For example, if the user key for Contact is First Name, Last Name and Person UId, you could also make address and phone number required, but you would not be able to make First Name and Last Name optional without modifying the user key in Siebel Tools. Siebel Sales MS Integration - Functional TOI - 13

Data Import: Job Setup Rejected records returned in separate file for easy review and correction Supports scheduled one-time or repeating jobs End user can review and cleanup any data problems Manual or scheduled import Once the job has been defined with it’s import mapping, it can be scheduled to run. Users have the choice to manually run the import, schedule the import to run once at a later time, or setup a scheduled recurring import. For recurring imports, users can indicate how often to run the import as well as the files location. For recurring imports, users should select the option to use the most recent file in the source location. Recurring import can be useful for automatic loads, for example if you have a custom website that captures new leads, you could put the new leads into an XML or text file in a secure directory and have list import automatically pick up the file once per hour. An activated job can be monitored for exceptions and errors. Exceptions are logged into a file that is accessible from the UI through the exceptions tab. Siebel Sales MS Integration - Functional TOI - 14

Data Import: Job Monitoring
Job Status view show progress of import task and any errors which occur Click ‘Refresh’ button to update page with latest information End user can monitor progress of the import 8.1 list import includes a Job Status view to enable the end user to see the latest status of the job and the step by step progress of the job. If there are any errors which occur, they will appear in the log messages so that the user can investigate or notify someone from their support team. Siebel Sales MS Integration - Functional TOI - 15

Diagram of how data actually comes in the system
Delimited Text File Workflow process Siebel Object Manager Rules Insert data De-dupe Move to Base Tables XML File <?xml version="1.0" encoding="ISO " ?> -  - <contact> <FirstName>John</FirstName> <LastName>Doe</LastName> <Company>Oracle</Company> </contact> S_CONTACT_IMPT S_CONTACT S_LEAD_IMPT S_LEAD S_ORG_EXT_IMPT S_ORG_EXT Let us delve into the details of the import process. The import process uses a Workflow process to manage all the steps of the import, including reading the data from a file, writing the data temporarily into staging tables, cleansing and deduplicating the data against existing customer data, and inserting and updating the data into the core CRM base tables. Once new responses or leads are inserted into the base tables, business rules can be invoked at runtime or batch to apply additional logic such as lead scoring. Business rules are applied outside of the workflow process, so that the same logic can be applied for other data entering the system through ad-hoc user entry or other integration points. For example, if one of your sales divisions has implemented a lead scoring formula, you would want to make sure that the same formula was applied to new leads entered by end users as well as imported leads. Staging Tables Base Tables Siebel Sales MS Integration - Functional TOI - 16

The Lead Import Workflow Process
This diagram shows the Lead Import workflow. There are similar workflows for importing Accounts, Contacts, Prospects etc. Note that separate steps handle the logic for various entities in the import job, such as accounts, contacts, and leads. It is important to note that the import workflow can be customized by adding intermediary steps. Some of the import logic is performed within a business service to give enhanced performance and such logic is not customizable. Here, the lead import logic is contained in the Lead Import step. Siebel Sales MS Integration - Functional TOI - 17

Lead Import Logic The lead import logic implemented in the business service is shown in this slide. I will not go over the details today but these will be available as part of this presentation for your review. The important thing to note here is that this logic is NOT customizable by end users. The overall process surrounding this business service, as part of the workflow, is customizable though. The following slides provide the detailed Logic for import of other entities like Responses, Accounts and Contacts. Siebel Sales MS Integration - Functional TOI - 18

Response Import Logic

Account Import Logic

Contact Import Logic

Summary: Siebel 8.1 Import vs. Previous Releases
Import process Hard coded business service Workflow driven Supported objects (ability to insert and update) Prospects Responses Contacts Accounts Responses (with survey answers) Leads Import file types Delimited text and fixed width Delimited text, fixed width, XML Mappings Direct buscomp fields Extensible integration objects Job Monitoring Status field and # of errors Step by step progress messages Error Handling Admin must open log files Rejected records returned in a file to end user for review and correction Required Fields Hard coded Configurable based on mapping and object Scheduling None Scheduled one time and repeating jobs Deduplication Only contacts and prospects Deduplication for each party in the file, including accounts and contacts in same row Siebel 8.1 import is intended to be a complete replacement of the List Import functionality from previous releases. You can see in the table that the new import functionality provides many advantages over the previous version. In order to minimize disruption to existing integrations and customizations, the older import functionality remains in the product under the List Management screen. We have preserved the older functionality to allow current Oracle-Siebel customers to migrate to the new import functionality when they are ready. Siebel Sales MS Integration - Functional TOI - 22

Acquire Right Contacts Execute Programs Capture & Qualify Leads Distribute Leads Accept/ Reject Work Oppty Plan Programs Marketing Sales Assess Feedback from Sales Channel Measure Effectiveness Modify Lead Gen Program Coming back to the Process, once leads have been captured and qualified through the import framework, the next step is to distribute leads within the sales force. This is usually a decision made at various levels of the sales organization based on attributes like the skill set of the sales people, geographical location and potential revenue. Investment Return Siebel Sales MS Integration - Functional TOI - 23

Siebel Lead Management 8.1 – Distribute and Manage Leads Increased alignment, control and effectiveness of response to order process Enhanced Capabilities Improved data flow to sales Lead channel selection rules Lead scoring rules Closed loop lead lifecycle management Enhanced ‘Lead Qualifier’ UI Explicit lead conversion, rejection Time tracking of lead changes to support time-based reassignment and escalation The enhanced capabilities in the 8.1 product to distribute and manage leads include a cleaner way to define and manage scoring rules that qualify leads which in turn provides a framework for deciding which leads to accept and which not to accept. An advanced rule-based methodology to act upon the leads and a time based reassignment if the lead is not acted upon on time And finally a better lead qualifier UI that provides for explicit lead conversion and rejection This rich feature set provides for closed-loop lead lifecycle management and improved process efficiency for sales organizations. Siebel Sales MS Integration - Functional TOI - 24

Lead scoring - example Use Siebel Rules Framework to develop lead scoring logic. Example: An example rule set for scoring leads is shown in this slide. In this example leads are divided into 4 categories based on budget amount approved, the expected time to make a decision and the characteristics of the decision maker. This allows sales reps to quickly act upon A and B leads while C and D leads take lower priority. The Siebel 8.1 product supports creation and execution of such rules through the Siebel Business Rules engine. Siebel Sales MS Integration - Functional TOI - 25

Example Rule Setup in Siebel Business Rules Tool
The Siebel Business Rules engine is a fully integrated engine with the Siebel architecture, and is based on the Haley Authority authoring tool from Haley Systems. This is a natural language based rule engine and can be easily defined by business users through simple English-like statements. The rule engine is a capable of using any business object metadata from the Siebel application, via synchronization with Siebel Tools. Once a rule module is created, it can be invoked in a variety of ways including batch process, run time events, workflows, scripting, and so on. An example rule definition is shown in this slide. For further details please refer to TOIs on the Siebel Business Rule Engine for Siebel 8.0 and 8.1. Siebel Sales MS Integration - Functional TOI - 26

Local control of lead routing process
Each sales division can select it’s preferred parameters for lead scoring, routing method, and time limits Once the rules are defined in the Siebel Business Rules Engine, they can be referenced through the Lead Management Interface. The rules can be parameterized for situations where a sales organization wants to define a set of rules to be used by all sub organizations. For example, a North America Sales Organization may choose to create a single rule set while each of the regional sales divisions may choose different time limits or scoring methodologies to assign leads to the right sales people. The view shown on this slide can be used to allow sales operations for each sales division to indicate the input values and rule modules they want used for their lead processing. This framework is designed to provide centralized authoring while decentralizing control over certain aspects of the rules. Siebel Sales MS Integration - Functional TOI - 27

Acquire Right Contacts Execute Programs Capture & Qualify Leads Distribute Leads Accept/ Reject Work Oppty Plan Programs Marketing Sales Assess Feedback from Sales Channel Measure Effectiveness Modify Lead Gen Program The Last steps in the Lead Management module include managing the lead lifecycle and capturing feedback to close the loop in the process. The next slide shows the lead lifecycle. As leads are acted upon, the data captured in the CRM system allows for rich analysis of the lead generation programs thereby closing the loop for the sales and marketing organizations. Investment Return Siebel Sales MS Integration - Functional TOI - 28

Lead Status and Lifecycle
Result Defined lead statuses Actionable Disposition Rerouting possible Time based Nurture Converted Accept Opportunity Created Convert Retire Lead Archived Not a Lead Qualified New Lead passed to Sales Reject To Be Reassigned Rejected This slide illustrates the lifecycle of a lead. Looking at the diagram left to right – a new lead is passed to sales from Marketing through an import process like we saw in the previous slides or through a conversion from a campaign call or response. Once captured, a Lead is qualified and assigned to a sales person. The sales person could accept the lead and work on it with the objective of converting it to an opportunity. Alternatively the lead could be retired as not a lead and simply archived for future reference. An example situation is when the sales rep does not perceive the lead as a high value lead or the rep was busy with other work and was not able to act on the lead in an appropriate amount of time. The bottom branch depicts the case when the sales person does not accept the lead and “Rejects” the lead, possibly because he/she does not believe they are the right resource to work on the lead or because they determine that the lead does not meet the qualification criteria. Such a lead will then be re-assigned to someone else or possible sent back to marketing for longer term nurturing. Each of these lead updates can either be done through the Siebel UI as we will see in the next slide or done through the import process. The import process supports an update mode that can update lead status on existing leads. Siebel Sales MS Integration - Functional TOI - 29

Lead Qualification User Interface
Lead Status is used to control the Lead Lifecycle The user interface to control the lead lifecycle is shown in this slide. The Siebel 8.1 product supports multiple lead status that depict the current state of the Lead. The lead is also assigned to an owner who is required to act upon the lead. Siebel Sales MS Integration - Functional TOI - 30

Lead Qualification User Interface
Quick action buttons for Lead Qualifiers and Sales Reps The owner of the lead (typically Sales reps) have the option of explicitly convert, reject, or retire leads. A change in lead status is tracked through the lead status field and its associated attributes like date and comments. The system also automatically tracks the date and time of each of these key events, to make it easier to enable business logic such as reassignment or time-based escalations and alerts. Tracking of lead lifecycle Siebel Sales MS Integration - Functional TOI - 31

Lead converted to Opportunity
The Leads that are acted upon and converted to an opportunity can be seen through the opportunity interface. The ‘Convert’ button will autopulate a variety of information on the lead such as contact name, account name, some opportunity fields, as well as associated the product of interest. Siebel Sales MS Integration - Functional TOI - 32

Lead Management Demonstration

Summary Siebel Sales MS Integration - Functional TOI - 34

Siebel 8.1 Lead Management
World Class Lead Management Enhanced end-to-end lead management process flows Enhanced list and response import Enhanced data integration and data quality capabilities Advanced rules framework for lead scoring and routing To summarize, the Siebel 8.1 module provides end-to-end features to streamline and manage the process between marketing generating leads and sales organization managing the lifecycle of leads. The process is streamlined through efficient import process, data integration and data quality, and an advanced rules framework for scoring and routing leads. Siebel Sales MS Integration - Functional TOI - 35

Additional Resources Siebel 8.1 Bookshelf Marketing User Guide
Siebel Business Rules Administration Guide Additional TOI’s to watch Siebel 8.1 and Web Marketing Siebel Business Rules

Thank You Thank You Siebel Sales MS Integration - Functional TOI - 37

Siebel Sales MS Integration - Functional TOI - 1

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