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Best Practices for Forecasting with 100_25 Accuracy_1_

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Best Practices for Forecasting with 100_25 Accuracy_1_ Powered By Docstoc
					Best Practices for Forecasting with 100%
Accuracy

Track: Sales Operations

Tacy Parker, Symantec Corporation
Suzanne McFadyen, Business Objects SA
Agenda

 Forecasting Overview

 Forecasting Success @ Symantec

 Forecasting Success @ Business Objects

 Sharing Forecasting Success




                                           2
Safe Harbor Statement
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                                                                                                                                        3
Sales Forecasting



 Blending Art and Science
  Past experience
  Individual judgment
  Methodology & process
  Metrics & measurement




                            4
Typical Business Challenges




   Getting All Data
   Producing an Accurate View
   Getting Adoption
   Tracking the Right Metrics




                                 5
Customizable Forecasting Overview
 Bottom up: Deals based
  aggregates & roll ups
 Top down: Hierarchy drill
  down & number explanation
 Management overrides of
  deals or aggregates
 Dynamic forecast updates
 Time-stamped forecast
  freezing
 Flexible configuration options
      Deal date vs item date vs schedule date
      Overall vs product line
      Quarter vs month
      Calendar or custom FY
      Revenue or quantity
      Sale roles or territories




                                                 6
Tacy Parker
SFDC Global Program Manager
tacy_parker@symantec.com




                              7
Who is Symantec?
 The global leader in Information
  Security and Availability
    4th largest Independent Software
                                        INDUSTRY: Software
     Company in the world
                                        EMPLOYEES: ~16,000
 4,000+ sales reps, 40+ countries
                                        GEOGRAPHY: Global
 Deployed Salesforce in Oct. 06’       # USERS: 4,200
  to over 3,800 users                   PRODUCT(S) USED: Sales,
                                        Marketing & 6 AppExchange
 22 week sales deployment              applications

 2 Phased Approach
    Account & Opportunity Mgmt
    Forecasting & Quoting

                                                                    8
Benefits to Integrated Forecasting
Sales Rep, District & Regional Managers
 Proper opportunity management in
   Salesforce instead of reporting in Excel
 No more chasing down the “Commit”
 One source for metrics
 Salesforce-based territory reviews

Regional Directors & Executive levels-up
 Improved data reliability
 Metrics they can count on
 Valid on-the-fly reporting




                                              9
Key Forecasting Challenges

Key Challenges
 Global Consistency
 Heavily Matrixed Sales Org
 Reporting Requirements
                               Key Issues
 Adoption and Behavioral
  Adjustments                   Process Inefficiencies
                                Visibility to Revenue
                                 Predictions Across Diverse
                                 Global Sales Teams
                                Organization’s Trust in
                                 Forecasted Numbers




                                                           10
Our Forecasting Solution

 Divide and Conquer
    Hierarchy: From Roles to Territories
    Business Units: Simple first, complex later       DEPLOYMENT DETAILS
 Gorilla/Phased Approach
                                                      400+ deployed today
    Small POC first
                                                      4 Sales Areas (2 US, 2
    Larger Pilot next
                                                       Europe)
    Word of mouth promotion
                                                      Web/Phone based training
 Metrics: Both Standard and Specific                 Web Based External
    Standard for revenue and pipeline                 Reporting
    Specific for regional metrics                    Territory Hierarchy will
                                                       bring ability for Global
                                                       forecast




                                                                                  11
Establishing Completeness & Accuracy
 Implemented comparable
  sales stages
 Implemented new forecast
  categories
 Ensured tools capability to
  capture data points
  required for metrics
 Moved forecast review
  process into the tool




                                       12
Effective Measurement
 Analyzing forecast by
  product segments
 Dashboards for
    Quota attainment
    % forecast committed
    Top opps/performers
 Comparing forecast
  submits with actuals
 Tracking historical
  submissions
 Deal velocity metrics


                            13
Lessons Learned
 Start small & build a
  following
 Draw a line and work both
  sides
 Standardize process and
  metrics
 Adoption, Adoption,
  Adoption
 .xls = Security Blanket




                              14
Suzanne McFadyen
CRM Operations Analyst
suzanne.mcfadyen@businessobjects.com




                                       15
Who is Business Objects?
 Business Objects is a global
  business intelligence (BI)
  software company, with more
                                  INDUSTRY: Software
  than 39,000 customers
                                  EMPLOYEES: 5,000
 The salesforce.com and
                                  GEOGRAPHY: Global
  Business Objects partnership
                                  # USERS: 1,400
  enables companies to monitor
                                  PRODUCT(S) USED: Salesforce
  critical business information   SFA
  seamlessly within their
  salesforce.com deployments



                                                                16
Key Forecasting Challenges



Key Challenges                Key Issues
 Poor accuracy                Low reliability of
 Long turn around times        predicted probabilities
 Poor forecast consistency     and sales revenues

 Low adoption                 Labor intensive and
                                inefficient forecasting
                                process
                               Low visibility to how
                                business is really doing
                                and where it’s going


                                                           17
Our Forecasting Solution

 Create standardized, well-defined process
  for forecasting (timeliness)
 Standardize definitions – remove some of
                                                   DEPLOYMENT DETAILS
  the subjectiveness
 Keeping system up to date                       # Forecasting users = 716
 Provide clear forecasting procedures and        Business Units -
                                                   Worldwide
  responsibilities
                                                  Training – deployed in
 Accountability - “What gets measured,            regional centers
  gets done”                                      Process change – change
    Methods to ensure reps keep forecasting       of terminology
     information up to date                       Integration points –
                                                   External reporting
    Managers accountable for making reps
                                                  Ongoing improvements –
     comply                                        Improved tracking




                                                                               18
Establishing Accuracy

   Enforcing timely data input
       Weekly forecasting check-ups
       Check-ups change to daily at quarter-
        end
   Forecasting data in single system
    (salesforce.com)
   Clear definitions
   First line manager can override a rep’s
    forecast




                                                19
Establishing Adoption
 Competitions and rewards for
  forecasting accuracy
 Maintaining forecast history for
  tracking
 Promoting best practices to sales
  management
 Showing the value
 Increased compliance
 Better reports supporting forecast
  process
 Some issues affecting adoption
     Formula fields
     Forecast Category nomenclature


                                       20
Effective Measurement
 External reporting use
    Current and historical forecast accuracy
    Forecasting metrics
 Salesforce reporting use
    View direct and cross team forecasts
    Manager’s reporting
    Rep’s forecast
    Opportunity contributors can track the
     opportunities they are involved with
 Currently looking at Salesforce
  customization for partners to forecast
  opportunities


                                                21
Key Results & Lessons Learned

           Benefits                            Lessons
   Collaboration                     Separate sales methodology
                                       from forecasting methodology
   Simplifies the process
                                      Separate pipeline analysis
   Reduces subjectivity               from forecasting
   Reduces forecasting time          Need clear process and easy
   Enables better business            to use tools
    decisions                         Promote the value of a clean
   Allows focus on the right          and accurate forecast
    opportunities and activities      Enforce consequences for not
   Assists with account               maintaining an accurate and
    planning                           timely forecast




                                                                      22
Sharing Forecasting
 Success – Q & A




                      23
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