Just what does it take to be successful in Quote-to-Cash business transformation? From vision, to strategy, to technology, to metrics, hear one organization’s journey to deliver a true 360-degree view of the customer. Join this session and learn the eight building blocks of Quote-to-Cash business transformation.
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
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
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
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
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
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
Pablo
Sheer volume of our business increases complexity and amounts of data…two things that can complicate compensation
Wendy
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.
Pablo
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.
Noelle
Wendy
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.
Wendy
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.
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
Jane
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
Jane
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.
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
Wendy
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
Wendy
Jane
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
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.