Salesforce Drives Enterprise Success at Symantec - Salesforce.com
Salesforce Drives Enterprise Success at Symantec - Salesforce.com
Salesforce Drives Enterprise Success at Symantec - Salesforce.com
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CUSTOMER CASE STUDY<br />
<strong>Salesforce</strong> <strong>Drives</strong> <strong>Enterprise</strong> <strong>Success</strong> <strong>at</strong> <strong>Symantec</strong>: 3,900<br />
Users, 40 Countries, and 11 Languages in 3.5 Months<br />
With consistent performance and ease of use, <strong>Salesforce</strong> enables us to<br />
react quickly to business needs on a global scale. This transl<strong>at</strong>es to gre<strong>at</strong>er<br />
efficiencies and long-term success across our entire organiz<strong>at</strong>ion.<br />
— Will Shortt<br />
Senior Director, Global Sales Infrastructure<br />
Industry<br />
High-Tech/Software Services<br />
Geographies<br />
Worldwide<br />
Challenges<br />
:: Replace <strong>com</strong>plex,<br />
hard-to-use CRM systems<br />
with one easy-to-use and<br />
more-responsive solution<br />
:: Integr<strong>at</strong>e two large<br />
enterprise sales forces—<br />
from <strong>Symantec</strong> and its<br />
merger with Veritas—<br />
quickly<br />
Solution<br />
Following its merger with<br />
Veritas Software in July 2005,<br />
<strong>Symantec</strong> consolid<strong>at</strong>ed and<br />
replaced dispar<strong>at</strong>e sales force<br />
autom<strong>at</strong>ion (SFA) silos with<br />
<strong>Salesforce</strong> SFA, to help<br />
develop consistent sales<br />
processes globally and<br />
ensure d<strong>at</strong>a quality. With an<br />
aggressive global rollout<br />
timeframe, <strong>Symantec</strong> enlisted<br />
<strong>Salesforce</strong> Professional<br />
Services to keep the<br />
implement<strong>at</strong>ion on time, on<br />
track, and under budget.<br />
<strong>Salesforce</strong> became a pl<strong>at</strong>form<br />
to facilit<strong>at</strong>e the integr<strong>at</strong>ion of<br />
the two enterprise sales<br />
forces.<br />
Results<br />
:: <strong>Symantec</strong> implemented<br />
<strong>Salesforce</strong> SFA in 3.5<br />
months to 3,900 users in 40<br />
countries, achieving one<br />
agile, global sales force<br />
:: Change Management<br />
cycles have decreased<br />
from 3-5 months to monthly<br />
:: User adoption exceeded<br />
expect<strong>at</strong>ions, helping to<br />
achieve the <strong>com</strong>pany’s<br />
vision of one global sales<br />
force post-merger<br />
<strong>Symantec</strong> is a global leader in infrastructure software, enabling businesses and consumers to have confidence<br />
in a connected world. The <strong>com</strong>pany helps customers protect their infrastructure, inform<strong>at</strong>ion, and interactions<br />
by delivering software and services th<strong>at</strong> address risks to security, availability, <strong>com</strong>pliance, and performance.<br />
Headquartered in Cupertino, Calif., <strong>Symantec</strong> has oper<strong>at</strong>ions in 40 countries.<br />
With the close of the <strong>com</strong>pany’s merger with Veritas Software, <strong>Symantec</strong> capitalized on the opportunity to<br />
replace its myriad on-premises CRM systems with one centralized solution th<strong>at</strong> would ac<strong>com</strong>mod<strong>at</strong>e the<br />
integr<strong>at</strong>ion of multiple systems and sales forces.<br />
Prior to <strong>Salesforce</strong>, post-merger <strong>Symantec</strong> had four dispar<strong>at</strong>e SFA systems, cre<strong>at</strong>ing silos of customer d<strong>at</strong>a.<br />
Not only did <strong>Symantec</strong> need to consolid<strong>at</strong>e these systems, but the <strong>com</strong>pany was faced with the demands of<br />
integr<strong>at</strong>ing Veritas’ sales reps into its existing sales force. A smooth unific<strong>at</strong>ion was critical. “We needed a<br />
scalable, intuitive solution, and we needed it fast,” Shortt explains. “The merger presented the best<br />
opportunity to rethink our CRM str<strong>at</strong>egy.”<br />
Winning Choice for Ease of Use and Performance<br />
The evalu<strong>at</strong>ion project team started the global sales integr<strong>at</strong>ion process by engaging sales people from the<br />
start. The solution evalu<strong>at</strong>ion was conducted in two stages: The first stage measured <strong>Salesforce</strong> against the<br />
existing on-premise solution. The next stage tested <strong>Salesforce</strong> against other on-demand solutions. In the end,<br />
<strong>Salesforce</strong> prevailed. “Throughout the trials, our users chose <strong>Salesforce</strong> hands-down as their system of<br />
choice,” says Shortt.<br />
In the end, <strong>Symantec</strong> chose to replace all the existing systems with <strong>Salesforce</strong> for its ease of use and superior<br />
performance—even in remote sites. “Best practices were built into the system via the intuitive user interface,<br />
which made training and adoption quite easy. The salesforce.<strong>com</strong> on-demand delivery model was wh<strong>at</strong> we<br />
ultim<strong>at</strong>ely saw as key to getting the 3,900 people on one tool,” says Shortt.<br />
Laying the Found<strong>at</strong>ion for CRM and Merger <strong>Success</strong><br />
The first order of business involved process design. To ensure the successful integr<strong>at</strong>ion of the enterprise<br />
systems and sales forces, the project team focused on defining business processes early and getting executives<br />
to make decisions and <strong>com</strong>mit to them. The team conducted eight process-review sessions globally in one<br />
month, spanning the entire sales organiz<strong>at</strong>ion, including inside sales, field sales, renewals, lead management,<br />
channel management, and sales oper<strong>at</strong>ions.<br />
Once these teams reached consensus on <strong>Symantec</strong>’s global sales processes, the project team then focused on<br />
ensuring th<strong>at</strong> the new enterprisewide <strong>Salesforce</strong> SFA applic<strong>at</strong>ion was positioned for long-term CRM success.<br />
With an aggressive global rollout timeframe, the <strong>com</strong>pany enlisted the <strong>Salesforce</strong> Professional Services team<br />
to keep the implement<strong>at</strong>ion on time and under budget: In 3.5 months, <strong>Symantec</strong> deployed the solution to<br />
3,900 users in 40 countries, in 11 languages.<br />
The project team also focused on d<strong>at</strong>a quality and migr<strong>at</strong>ion, merging and deduplic<strong>at</strong>ing customer d<strong>at</strong>a from<br />
the dispar<strong>at</strong>e silos. Training development was another major area of focus, helping ensure th<strong>at</strong> the entire sales<br />
force shared the same sales methodology and language.<br />
To enhance and support all sales processes, the team delivered robust sales force autom<strong>at</strong>ion functionality,<br />
including integr<strong>at</strong>ion with other enterprise and partner systems. <strong>Salesforce</strong>.<strong>com</strong>’s on-demand solution and<br />
ease of configur<strong>at</strong>ion made such rapid and flexible deployment possible. “We went from being constrained by<br />
the tool to being constrained only by our imagin<strong>at</strong>ion in wh<strong>at</strong> we can do with the system,” Shortt says.
Throughout the<br />
trials, our users<br />
chose <strong>Salesforce</strong><br />
hands-down as their<br />
system of choice.<br />
— Will Shortt<br />
Senior Director, Global<br />
Sales Infrastructure<br />
Realizing an Agile, Global Sales Force<br />
Because <strong>Salesforce</strong> is 100 percent on demand, users can easily and instantly access the system throughout the<br />
world. Plus, <strong>Salesforce</strong> SFA’s ability to instantaneously add new languages made the deployment a huge<br />
success for <strong>Symantec</strong>’s large, global sales force.<br />
In fact, sales rep adoption, as measured by active use of the system, has gre<strong>at</strong>ly exceeded expect<strong>at</strong>ions. More<br />
important, the n<strong>at</strong>ure of sales adoption has changed. “The <strong>at</strong>titude has changed dram<strong>at</strong>ically from using the<br />
stick to reinforce selling process to using a carrot,” Shortt explains. With high and willing user adoption,<br />
<strong>Symantec</strong> has found th<strong>at</strong> the accuracy of the pipeline also increased.<br />
Ultim<strong>at</strong>ely, <strong>Symantec</strong> discovered th<strong>at</strong> <strong>Salesforce</strong> can move as fast as its business. “With <strong>Salesforce</strong> we were<br />
able to shrink our release cycles from a 3-to-5-month wait to a monthly release cycle,” says Shortt. “With<br />
consistent performance and ease of use, we now react quickly to business needs on a global scale. This<br />
transl<strong>at</strong>es to gre<strong>at</strong>er efficiencies and long-term sales success across our entire organiz<strong>at</strong>ion.”<br />
With the <strong>Salesforce</strong> implement<strong>at</strong>ion, the <strong>Symantec</strong> team achieved its vision of one global sales force postmerger.<br />
“<strong>Salesforce</strong> became a pl<strong>at</strong>form on which to merge the two <strong>com</strong>panies seamlessly, while streamlining<br />
processes <strong>com</strong>panywide,” says Shortt.<br />
06.00xx_CS_<strong>Symantec</strong>_0507.doc