The Eight Building Blocks of Quote-to-Cash Transformation
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The document outlines the key elements of quote-to-cash business transformation, highlighting eight critical building blocks necessary for success. Key contributors from AppNexus and Apttus detail their roles and insights into optimizing processes, improving data quality, and enhancing customer experience. By implementing a strong vision and strategy, along with effective collaboration and technology tools, organizations can achieve significant improvements in productivity and revenue.
The Eight Building Blocks of Quote-to-Cash Transformation
- 1. #AccelerateQTC Pablo Dominguez, VP, Global Business Operations, AppNexus Jane Aldridge, Manager, Revenue Operations, AppNexus Noelle LaRocca, Sr. Business Analyst, AppNexus Wendy Close, VP of Product Marketing, Apttus May 3, 2017 The Eight Building Blocks of Quote-to-Cash Business Transformation
- 2. Vice President, Global Business Operations, AppNexus Pablo Dominguez “Get busy living or get busy dying.” - Shawshank Redemption pdominguez@appnexus.com • Operations Executive with experience working across global internet, technology, software, and communications industries.
- 3. Manager, Client Operations, AppNexus Jane Aldridge “Not all those who wander are lost.” - J.R.R. Tolkien jaldridge@appnexus.com • Recovering accountant; enthusiastic operations professional with an emphasis on process development and simplification.
- 4. Sr. Business Analyst, AppNexus Noelle LaRocca Change your life today. Don't gamble on the future, act now, without delay. - Simone de Beauvoir nlarocca@appnexus.com • Business Automation and Salesforce SME • Joined AppNexus 2+ years ago through acquisition • Responsible for managing Apttus CLM roll-out across AppNexus
- 5. Vice President of Product Marketing, Apttus Wendy Close “Without a vision, the people will perish.” wclose@apttus.com • Thirty-year veteran in uncovering actionable insights that drive product, go-to-market, distribution, and growth strategies. • 10+ years as a Gartner CRM, SFA, & SaaS Analyst • 10+ years managing marketplace research for Salesforce
- 6. Is an internet technology company that enables and optimizes the real- time sale and purchase of digital advertising. ~1,000 Employees ~200 Sales People & Account Managers NYC HQ and 23 global offices
- 7. AppNexus Marketplace Scale average daily trades in the month of August 4.4MM 10MM trades on September 21st, 2016 150MM average transactions per day 10B peak daily impressions transacted
- 8. Eight Building Blocks of Quote-to-Cash (QTC) Transformation 8
- 9. Building Block #1: Have a Strong Quote-to-Cash Vision 9 Your Quote-to-Cash vision helps the organization articulate what the ideal Quote-to-Cash experience should be.
- 10. Building Block #1: Our Vision & Strengths 10 Scale ToolsProcess People Automation Scale Scale to continue to effectively compete against multinational companies like Google People Give our employees career growth opportunities Process Conduct LEAN sessions to optimize Tools Partner with the right vendor Automation Utilize our top-notch Automation team that on a daily basis, optimizes Salesforce
- 11. Building Block #2: Have a Well-Defined Quote-to-Cash Strategy 11 Your Quote-to-Cash strategy is the roadmap for how you will achieve your Quote-to-Cash vision.
- 12. Building Block #2: Our Quote-to-Cash Strategy & Journey LEAN – Process Optimization Apttus Contract Mgt Implementation & Data Migration Contract Mgt Roll-Out Feedback & Enhancements SFDC Integration with AppNexus We Are Here
- 13. 13 The “Dirty Data Problem” Leads to: • Overly generous offers and reduced profits • Poor customer service and reduced effectiveness of cross-sell and upsell • Revenue and profit forecasting challenges • Less competitive offers • Issues with tax, reporting and compliance Building Block #3: Clean Data Source: PwC, Technology industry at the cross-roads: Transforming quote-to-cash operations, 2013
- 14. 14 Data Migration & Data Clean-Up @ AppNexus
- 15. 15 Because Quote-to-Cash is a foundational, cross-functional process, it affects many across the organization comprising the revenue team: collaboration is a must. Building Block #4: High Organizational Collaboration FinanceProduct Mgt. LegalSales Mgt. Sales Ops Delivery
- 16. 16 • Global Super Users • Monthly Meetings • Feedback includes: – Questions on general process – Feedback on user experience – New feature requests Our “Champions Program” Helped Open Doors to Collaboration
- 17. Many Enterprises Fall Into The Trap Of Simply Automating Their Flawed Established Processes 1. Use QTC technology deployments as an opportunity to re-engineer, automate and streamline your processes 2. Constantly re-examine your processes 3. Tie QTC processes into broader enterprise processes 4. Not all processes matter equally to the buyer/ customer Building Block #5: Well-Defined and Automated QTC Processes 17
- 18. BEFORE 18 Building Block #5: The QTC Process Before Apttus
- 19. Building Block #5: The QTC Process Before Apttus 19
- 20. Building Block #5: The QTC Process Before Apttus 20 3 cross-functional teams assessed issues associated with each opportunity stage Whys 5
- 21. Before 21 AFTER Building Block #5: The QTC Process After Apttus
- 22. Building Block #5: The QTC Process After Apttus 22
- 23. Building Block #6: A Consistent Valued Customer Experience 23 The buyer and customer experience is the most important and businesses can manage and design the experience. Source: Gartner Inc., The Value of Customer Experience Management
- 24. Building Block #6: New E-Signature Experience 24 We went from this… to this!
- 25. Building Block #7: Solid QTC Technology Underpinnings in Place 25 Before After
- 26. Apttus Contract Management • Faster contract execution (~5 days) • Automated approvals • Data accuracy • Reporting visibility Adobe Sign • Electronic signatures • Automatic status alerts • Reporting visibility X-Author • Clause tracking Building Block #7: We Licensed Four Key Tools from Apttus Apttus Incentives • Sales comp
- 27. Building Block #8: Well-defined Metrics Used to Monitor and Track Your Quote-to-Cash Success 27
- 28. Building Block #8: Our Metrics Before & After 28 Steps Hand-Offs Minutes 49 21 312 Days to Signature 11 28 18 265 7 43% decrease 15% decrease 14% decrease 36% decrease
- 29. Building Block #8: Our Metrics Before & After 29 6 People 4 Cases per quarter 1,800 2,100 75% increase in productivity per person
Editor's Notes
- #2: Wendy
- #3: Wendy
- #4: Wendy
- #5: Wendy
- #6: Wendy
- #7: Pablo Wendy: Pablo Tell us a little but about AppNexus. Pablo: AppNexus is an internet technology company that harnesses data and machine learning to power the world’s largest digital audience platforms. Our mission is to create a better internet. We’ve been in business X years. We have about a 1,000 Employees and 200 Sales People & Account Managers Our headquarters is in NYC and we have 23 global offices
- #8: Pablo Sheer volume of our business increases complexity and amounts of data…two things that can complicate compensation
- #9: Wendy
- #10: Wendy Sample Vision Statements Deliver a seamless Quote-to-Cash experience for buyers and our customers across three channels – field, web and our partners competitively differentiating ourselves and improving our speed to quote and renewal rates. Build and maintain long-term relationships with valuable customers by providing customized offers to meet their unique needs.
- #11: Pablo
- #12: Wendy You will find a fairly universal list of compelling business strategies driving QTC initiatives with revenue enhancement topping the list. Most organizations have multiple objectives behind their QTC initiatives. Successful leaders do a good job of detailing these objectives in a QTC strategy.
- #13: Noelle
- #14: Wendy
- #15: Noelle - For consistency for our Sales teams, we migrated all existing contracts from the former SFDC objects to the new Apttus agreement objects for better reporting & increased user adoption. (migrated 10k) - We then worked with BrightLeaf to extract data from our files to get us to having reliable, clean data for reporting.
- #16: Wendy
- #17: Noelle We chose a few Sales Executives and Account Mangers to give us feedback on a regular basis. Feedback includes: Questions on general process Feedback on user experience New feature requests We used our Champions to help communicate new updates and fixes to their broader teams.
- #18: Wendy The Quote-to-Cash business process can be simple or complex and comprises very important sub-business activities: Product selection, configuration and quote creation Pricing (including setting prices and policies on discounts) Generating, negotiating and signing contracts Contract obligation and financial management: rebates and promotions Billing and invoicing Order management: ensuring the correct order is being processed Revenue analysis Many Enterprises Fall Into The Trap Of Simply Automating Their Flawed Established Processes Use QTC technology deployments as an opportunity to re-engineer, automate and streamline your processes Constantly re-examine your processes Tie QTC processes into broader enterprise processes Not all processes matter equally to the buyer/customer
- #19: Jane
- #21: Jane Contract Generation: Repository of pre-approved language available on the wiki Legal Negotiation: Update wiki documentation as a central repository for information Approvals: Implement automated approval process & move approvals to negotiation stage
- #22: Jane
- #24: Wendy Examples Nearly 75% of B2B buyers now say that buying from a website is more convenient than buying from a sales representative. Further, 93% say that they prefer buying online rather than from a salesperson when they’ve decided what to buy. Source: Source: Forrester Research, Death of a (B2B) Salesman, April 2015 Shorten customer acquisition time, as well as improve onboarding and transaction completion by using e-signatures.
- #25: Noelle Before e-signature, clients would have to print, sign, scan and send through multiple people to get contracts signed and countersigned E-Signature brought automatic status alerts, including expirations and notifications during each signature stage E-Signature also allowed for reporting visibility into each agreement’s signature stage
- #26: Wendy
- #27: Noelle Before e-signature, clients would have to print, sign, scan and send through multiple people to get contracts signed and countersigned E-Signature brought automatic status alerts, including expirations and notifications during each signature stage E-Signature also allowed for reporting visibility into each agreement’s signature stage
- #28: Wendy
- #29: Jane
- #30: Jane After implementing Apttus Contract Mgt., the team is processing 67% more cases each quarter People have been reallocated to higher impact parts of the org
- #31: Jane Training: Our training sessions were key for user adoption. It’s helpful to have these available for new hires/ on-boarding. User Feedback: Setting-up user feedback mechanisms helps you stay connected with your users and ensures your processes are maintained. Enhancements Roadmap: It helps to create a roadmap including desired enhancements and associated timelines.