1. Driving Adoption Across the Social
Enterprise
Large Enterprise
Kevin Leighton, HP, Vice President, Sales Process & Capabilities, Sales Operations
Lynn Mickleburgh, Adobe, Senior Director, Lead to Order Transformation
Amee Cooper, VMware, Senior Manager, Adoption, Change Management, Training
Heather Wintermantel, salesforce.com, Customer Success Director
Scott Carruth, salesforce.com, Customer Success Director

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3. Kickoff
Session Objective
 Share “Best Practices” & different ways to plan, drive, accelerate & sustain adoption in
order to help you realize your companies’ expected business benefits & adoption
goals
Introductions
 Kevin Leighton – HP, Vice President, Sales Process & Capabilities, Sales Operations
 Lynn Mickleburgh – Adobe, Senior Director, Lead to Order Transformation
 Amee Cooper – VMware, Senior Manager, Adoption, Change Management, Training

4. Agenda
 Change Journey Overview – 5 minutes
 Customer Adoption Stories – 25 Minutes
 Panel Discussion & Q&A – 15 Minutes
 Wrap Up – 10 minutes

5. The Journey… Change is a Process, Not an Event
Denial
Fear
Frustration
BusinessPerformance
Time
Go-Live
Valley of
Despair
Managed Change
= Value Realization
Unmanaged Change
= Unpredictable
Outcomes
Skepticism
Willingness
to Accept
Ownership
Awareness
Buy-In
Understanding

6. Kevin Leighton
Vice President, Sales Process &
Capabilities, Sales Operations
Linked In: kleighton
Twitter: @k_leighton

7. About HP
• Fortune 10 – U.S.
• Fortune 31 – Global
• Operating in ~170 countries
• Over 300,000 employees
• 177,000 partners worldwide
• #1 or #2 in most markets
Salesforce footprint
• Initial deployment: May 2012; Users to date: >12,000
• Total deployment: ~35,000 Sales; ~300,000 Partners
• Chatter Rollout tied to corporate “OneHP” initiative

8. Drive improved customer experience, sales productivity, and management
visibility
HP’s Burning Platform
All customers…
…through all channels…
…enabled by best-in-class
processes and tools…
…throughout the sales
lifecycle…
…with the intelligence needed to
manage the business.
Customers
Sales
Compensation
Marketing
Sales Management Dashboard
Service &
Support
Quote to
Cash
PartnersOnline Sales Reps
HP Sales Platform
(Global, standardized processes)CRM PRM
Financial
Claims
Sales

9. HP’s Adoption Story
Challenges
• Multiple Business Groups – highly individualized: different technology,
different processes, different organization structures
• Low adoption of existing CRM tools
• Cultural change – move away from comfort zone
• New roles and skills – ramp of team
• Move to the cloud – rapid implementation mode
Approach
• Prove what you built is relevant and that we are achieving the
expected ROI – business value and tracking metrics
• 4 step approach - Did we build the right solution? Did we deploy to
the right people? Are they using it? Are they deriving the business
value?
• Sales Rep at the center
• Quarterly release cycle – moving at a very fast pace
• Alignment and commonality of processes
• User Adoption dashboards…reports were being distributed to “report”
on adoption rather than viewing dashboards real-time
Lessons Learned
1. Engage & align Executives – It’s
key to success
2. Align success metrics to business
value drivers
3. Establish ownership and
accountability by managing to the
metrics
4. Don’t underestimate the cultural
shift of becoming “social”. The shift
from email to chatter for
collaboration is huge
5. Define a training plan that enables
all impacted stakeholder groups
6. Be sure to identify & communicate
what’s changing and WIIFM?
7. Provide a feedback & input
mechanism “Voice of the
Customer/User”

10. Lynn Mickleburgh
Senior Director
Lead to Order Transformation
Linked In: lynnmickleburgh

11. About Adobe
Salesforce Footprint
 Salesforce.com customer since 2004.
 Multiple salesforce.com instances due
to acquisitions
 Phase 1 PRM – July, 2010
 Phase 1 Sales – July, 2011
 Phase 2 Sales – January, 2012
 # of users: approx 10K
 Licenses
 3,400 Sales Cloud
 21,000 Partner Portal
 5,000 Chatter Only
Corporate Profile
 Founded in 1982
 More than $4.2 billion in revenue in FY11
 More than 10,000 employees in 39 countries
 History of pioneering new markets: desktop
publishing, electronic documents, interactive
media and digital marketing

12. Adobe’s Burning Platform
Vision, Goals, Objectives
Single, scalable, cost-effective, end to end process
that supports cross-selling:
• Optimize marketing spend
• Improve sales productivity
• Increase back office efficiency
• Improves Enterprise customer purchase
experience
Key Business Capabilities
• Single global CRM system to support all
enterprise products/customers
• Consolidate lead and opportunity management
• Integrate with quoting and contracting, approvals
workflow and order capture

13. Adobe’s Adoption Story
Challenges
• Multiple systems and processes growing through acquisitions
• Complex business models and product/pricing strategies, requiring
complex configuration/rules
• Multiple “customer master” data sources resulting in data duplication
• Disparate reporting & analytics
• Regional & cultural differences result in varying adoption levels
• Corporate culture collaborative and silo’d groups
Approach
• Major releases shifting to more frequent point releases for easier
adoption of process and tools.
• Increased emphasis on change agent community through evolution of
project
• Established tighter R&R definition, Improved executive sponsorship &
accountability (via working sessions, ASD event (acc sol design))
• Defined & tracked user adoption metrics/KPIs
Lessons Learned
1.Manage executive & user
expectations
2.Establish solid alignment on target
state
3.Ensure business processes are
defined with clear process
ownership & accountability
4.Define effective usage KPIs
5.Over-communicate and over-
engage
6.Good BCM plan is really important
but execution of the plan is
essential
7.Obtain executive support for
effective training plan and ensuring
follow-thru execution

14. Amee Cooper
Senior Manager
Field Automation & Services
Adoption, Change Management & Training
Linked In: amee-cooper
Twitter: @AmeeCooper

15. All about
2009 2010 2011
for Partners
Corporate Profile
Enabling Business Transformation
through IT Transformation. The
Global Leader in virtualization and
cloud infrastructure solutions.
 Over 400,000 customers and
55,000 partners
 $3.77 billion in 2011 revenue
Salesforce.com Footprint
 PRM deployment 2009
– 22,000+ Partners, 2,000+
Internal Users
 SFA deployment 2010
– Internal Users grow to 4,500+
 Services deployment 2011
– Internal Users grow to 7,000+
 Today
– 55,000+ Partners
– 7,500+ Internal Users
About VMware

16. VMware’s Burning PlatformCustomerOperations
Channels & Alliances
Field Sales: APJ
Field Sales: AMER
Field Sales: EMEA
Sales Operations
GSS
Renewals
Marketing
Emerging Products
Strategy & Enablement
Vision
Streamlined, easy to use, customer focused
application for all Customer Operations teams
Goals and Objectives
• Align with Leadership business strategy to
continue to provide high value and usage
• Promote collaboration between teams
• Streamline enhancement process and
release cycle
• Single view of Customers for upsell, cross-
sell, and improved customer experience
• Provide one-stop-shop for users, increasing
adoption, integrating 3rd party applications
Enhancement
Requests
Prioritization
Deployment
Change
Management /
Support
Salesforce.
com
Steering
Committee

17. VMware’s Adoption Story
Challenges
• Needed a solution that supported VMware‘s exponential growth and
continued evolution of business processes and needs
• Partner, Field, Support teams all with critical business enhancements
and updates to continue utilization to the maximum and beyond…
Approach
• Keep the momentum going!
• Focus and align with Leadership business vision and goals
• Create a Strategy to enhance all 3 Cloud deployments
• Continue to drive collaboration within and between the 3 Clouds
• Leverage lessons learned from Cloud deployments in roadmap
releases, ensuring clear communications and training for Users,
increasing use
Lessons Learned
1.Congratulate each other
2.Create a new vision with
leadership, aligning with their
strategy
3.Solidify key partnerships (IT,
Business, Automation,
Enablement)
4.Keep super user groups going and
active
5.Communicate regularly with all
users
6.Constantly fine tune Change
management strategy
7.Look for ways to continue to
improve user adoption

18. Kevin Leighton
Vice President
Sales Operations
Sales Process & Capabilities
Linked In: kleighton
Twitter: @k_leighton
Lynn Mickleburgh
Senior Director
Finance Operations
Lead to Order Transformation
Linked In: lynnmickleburgh
Amee Cooper
Senior Manager
Field Automation & Services
Adoption, Change Management & Training
Linked In: amee-cooper
Twitter: @ameecooper

19. Adoption – Critical Success Factors
Define Vision & Strategy
Assess Change
Build Change Team
Communicate & Engage
Train & Support
Measure Results
Reinforce & Sustain

20. Wrap Up
1. What is one key take-away that you’ve learned today?
2. Additional Questions – Post your follow-up questions in the session chatter
3. Materials
4. Closing Thoughts….

21. Related Sessions
Related Sessions – Adoption Date/Time
Winning: Tips and Tricks for Increasing User Adoption Tuesday, 9/18 @ 2pm
Slashing The High Cost of Low Salesforce Adoption with Gamification Wednesday, 9/19 @ 1:30pm
How to Drive and Measure Success Through Business Value Metrics Thursday, 9/20 @ 2pm
10 Proven Adoption Tactics: What's In It For Me? Thursday, 9/20 @ 4pm
Training and Support for Success Friday, 9/21 @ 9am
Global Deployments: Tips, Tricks, and Best Practices Friday, 9/21 @ 10am
Related Sessions – HP Date/Time
From the Garage to the Cloud – Driving the HP Sales Transformation Wednesday, 9/19 @ 1:30pm
Sales Cloud: Every Sales Process is Different-What the Top Ones Have in Common Wednesday, 9/19 @ 3pm
What is your Enterprise Collaboration Strategy? Thursday, 9/20 @ 9am
The Evolution of a Large Enterprise Center Of Excellence Thursday, 9/20 @ 11:15am
Retail Customer Service: Meeting the Demands of Today's Social Enterprise Thursday, 9/20 @ 1:30pm
Your Playbook for a Global Social Media Strategy Friday, 9/21 @ 8:30am
Supporting Salesforce in a Global Enterprise Friday, 9/21 @ 11:30am