Session Abstract: Join this session to hear directly from Tim Thorpe of Black & Veatch as he shares his lessons learned from working with Dynamics CRM at a couple of large organizations. Tim's perspective on implementing and supporting Dynamics CRM at two large organizations may help guide your next project. He will also share his plans for future CRM endeavors from the eyes of a customer. Black & Veatch is an employee-owned, global leader in building Critical Human Infrastructure in Energy, Water, Telecommunications and Government Services. Since 1915, the company has helped clients improve the lives of people in over 100 countries through consulting, engineering and construction projects. - Presented by Tim Thorpe, Director of Digital Content, Global Marketing & Communications, Black & Veatch Lessons Learned: Organizational Lessons - You need the right team to make CRM successful, Set realistic goals as you implement or expand a CRM solution, Be sure the organization’s sales process is incorporated into the solution; Stakeholder Lessons - An organizational Owner and appropriate resources are a necessity, Know your users, roles and overall business lines, Seek out and find the “real” business liaisons within each key company area, There are stakeholders that may be unknown to you, try to find them; Implementation Lessons - Say NO to things that don’t contribute to successful implementations, Invest the necessary time into reengineering process before implementing, Convert legacy customizations before upgrades, Stay supported by Microsoft & use update rollups with a solid history, Use the latest version of Microsoft Office, Talk about it – have a good communications plan; Data Quality Lessons - Design, implementation and operation need data quality focus, Data quality should be core to CRM process changes, Lack of understanding contributes to poor data quality, Provide as much help as possible so that your users understand the system, Make CRM the source for ERP and financial system related data, Define a consistent process for creating/reviewing company records, Develop and implement audit reports; Measuring Lessons - Is your CRM strategy working? - CEO uses CRM as source of all sales knowledge, CRM becomes “the source” for enterprise data feeding ERP systems, Unsolicited positive feedback on how it is helping win business, Requests to retire legacy applications and move them to existing CRM functionality or build them as xRM applications, Requests for integrations between CRM and downstream applications; Convergence of Marketing & IT - Marketing is increasingly owning more business tools and is hiring people with technical experience, Marketing has become one of the biggest customers of IT & agency services, Marketing is now driving much of the strategy related to sales and business use of technology – to transform organizations, Marketing and IT are collaborating to create IT infrastructure roadmaps, Get to know the marketing organization

1. Customer Viewpoint: Lessons Learned
from Enterprise CRM Deployments
Tim Thorpe @TimNThorpe
Director of Digital Content
Global Marketing & Communications
Black & Veatch
@DynamicsCRMPC

2. @DynamicsCRMPC

3. About MIQ Logistics
• Formed in 2002 to help businesses manage their logistics
• Operated facilities in 21 countries
• 6,000 employees at 370 facilities and offices in Asia, Europe, North America
and South America
• Growth through mergers / diverse services
• First CRM solution was salesnet.com
• Second CRM solution was Oracle OnDemand
@DynamicsCRMPC

4. Business Drivers
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Significant business growth
Global personnel footprint
Single customer-multiple business Lines being served (one truth)
Wanted ease of customization/configuration
Elimination of paper-based processes
Consistent processes worldwide
Enhance user adoption
@DynamicsCRMPC

5. CRM History/Pain Points
• Previous CRM systems had been costly/difficult to customize
• Growth through mergers had created many legacy systems
• Wanted to leverage Dynamics GP as part of implementation
• Configuration vs. Development
@DynamicsCRMPC

6. Implementation Overview
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Initial rollout to 100 worldwide sales staff
Started project in October 2008; Go-live was in January 2009 for 100 users
Migrated existing data in Oracle OnDemand using Scribe Insight
An xRM solution to handle transportation contract management was added
in late 2009 along with another 100 users
• Two person implementation team, limited budget, limited CRM experience
@DynamicsCRMPC

7. Key Success Criteria
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Clearly define scope / stay within it
Start with a small or finite initial CRM rollout
Reengineer your processes before your rollout
Evangelize CRM across your organization
Partners that have “been there” will help you look around corners to
improve the quality of your system
• Where appropriate, use 3rd party tools such as Scribe Insight/Adapters
@DynamicsCRMPC

8. Solution Value to Organization
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Dynamics CRM is a platform!
Consistent global processes / single repository
Tightly integrated email & CRM
Fast implementation
Elimination of legacy systems/processes – CRM is a platform!
Visibility to organic growth opportunities across business lines
@DynamicsCRMPC

9. @DynamicsCRMPC

10. •
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Global leader in engineering, procurement, and construction
Deep expertise in the energy, water, telecom and government sectors
Founded in 1915
Global workforce of 10,000+
Works with clients in over 100 countries
U.S.$3.3 billion in 2012 revenue
Employee-owned corporation
@DynamicsCRMPC

11. Black & Veatch Dynamics CRM Overview
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CRM 3.0 Implemented in 2007
CRM 4.0 upgrade in 2010
Miller-Heiman Sales Process app integrated in 2010
Outlook Client rolled out in 2011
InsideView implemented in 2012
CRM 2011 upgrade in Q1 2013
~1200 CRM Users
Scribe Insight used for integrations to HR, Finance, Operations, etc.
@DynamicsCRMPC

12. Primary Usage
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Sales pipeline management
Reporting and dashboards (SSRS)
Business Intelligence (InsideView)
Company master data source (all company & contact records start here)
Client management database (account management xRM)
Marketing and Event management
HR OnDemand - Employee Service Center xRM
@DynamicsCRMPC

13. @DynamicsCRMPC

14. Organizational Lessons
• You need the right team to make CRM successful
• Set realistic goals as you implement or expand a CRM solution
• Be sure the organization’s sales process is incorporated into the solution
@DynamicsCRMPC

15. Stakeholder Lessons
• An organizational Owner and appropriate resources are a necessity
• Know your users, roles and overall business lines
• Seek out and find the “real” business liaisons within each key company area
• There are stakeholders that may be unknown to you, try to find them
@DynamicsCRMPC

16. Implementation Lessons
• Say NO to things that don’t contribute to successful implementations
• Invest the necessary time into reengineering process before implementing
• Convert legacy customizations before upgrades
• Stay supported by Microsoft & use update rollups with a solid history
• Use the latest version of Microsoft Office
• Talk about it – have a good communications plan
@DynamicsCRMPC

17. Data Quality Lessons
• Design, implementation and operation need data quality focus
• Data quality should be core to CRM process changes
• Lack of understanding contributes to poor data quality
• Provide as much help as possible so that your users understand the system
• Make CRM the source for ERP and financial system related data
• Define a consistent process for creating/reviewing company records
• Develop and implement audit reports
@DynamicsCRMPC

18. Measuring Lessons – Is your CRM strategy working?
• CEO uses CRM as source of all sales knowledge
• CRM becomes “the source” for enterprise data feeding ERP systems
• Unsolicited positive feedback on how it is helping win business
• Requests to retire legacy applications and move them to existing CRM
functionality or build them as xRM applications
• Requests for integrations between CRM and downstream applications
@DynamicsCRMPC

19. Future
• Dynamics CRM is a platform for solutions at a minimal cost vs. standalone
application solutions
– Competitor intelligence xRM
– Contract management xRM
• Continuous improvement of user adoption through dashboards/reports
• More sales process customizations
• CRM 2013 Upgrade
@DynamicsCRMPC

20. @DynamicsCRMPC

21. Evidence-based Decisions
• 1996: Dr. D.L. Sackett stated that Evidence Based Medicine was "the
conscientious and judicious use of current best evidence from clinical care
research in the management of individual patients.“
• Microsoft Customer Reference Program
• Microsoft Customer Success Stories
– http://www.microsoft.com/en-us/dynamics/customer-success-stories.aspx
• Amazon.com/eBay.com Product Reviews & Service Rankings
@DynamicsCRMPC

22. Transition to Project-based Work
• The agency/partner relationship with customers is changing
• Geoffrey Colon, Microsoft Bing Ads – “Become an expert in
identifying, measuring and analyzing agency business results instead of
them selling internal accounting data”
– http://www.slideshare.net/geoffreycolon/cmo-x-change
• Delivered solution vs. budget vs. tight change control
• Companies have money to spend on high value projects
@DynamicsCRMPC

23. Convergence of Marketing & IT
• Marketing is increasingly owning more business tools and is hiring people
with technical experience
• Marketing has become one of the biggest customers of IT & agency services
• Marketing is now driving much of the strategy related to sales and business
use of technology – to transform organizations
• Marketing and IT are collaborating to create IT infrastructure roadmaps
• Get to know the marketing organization at your customers
@DynamicsCRMPC

24. More Information
• http://timthorpe.org
• My presentations are available via LinkedIn or Slideshare
– www.linkedin.com/in/timnthorpe/
– http://www.slideshare.net/TimThorpe
• Dynamics Café – Many resources
– http://dynamicscafe.com
• Dynamics Café YouTube Channel
@DynamicsCRMPC