Sales Force Automation

(1)

Sales Force Automation

Implementation Guide

7.12

(2)



Copyright 2014

Pegasystems Inc., Cambridge, MA

This document describes products and services of Pegasystems Inc. It may contain trade secrets and proprietary information. The document and product are protected by copyright and distributed under licenses restricting their use, copying distribution, or transmittal in any form without prior written authorization of Pegasystems Inc. This document is current as of the date of publication only. Changes in the document may be made from time to time at the discretion of Pegasystems. This document remains the property of Pegasystems and must be returned to it upon request. This document does not imply any commitment to offer or deliver the products or services described.

This document may include references to Pegasystems product features that have not been licensed by your company. If you have questions about whether a particular capability is included in your installation, please consult your Pegasystems service consultant.

Although Pegasystems Inc. strives for accuracy in its publications, any publication may contain inaccuracies or typographical errors. This document or Help System could contain technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Pegasystems Inc. may make improvements and/or changes in the information described herein at any time.

This document is the property of: Pegasystems Inc.

One Rogers Street

Cambridge, MA 02142-1290 Phone: (617) 374-9600 Fax: (617) 374-9620 www.pega.com

Document: Sales Force Automation Implementation Guide Software Version: 7.12

(3)

About This Document

This document describes the design, structure and features of the Sales Force Automation (SFA) Framework and how to deploy and extend SFA v7.12 for initial implementation and production use.

Intended Audience

 Business Managers — responsible for evaluating the framework solution and possess a general, non-technical understanding of its features and capabilities.

 Project Managers / Business Analysts — responsible for implementing a framework solution that can be applied to specific business requirements, and ensures compliance and continuous improvement across organizations.  System Architects / Application Developers — responsible for building,

maintaining, modifying, and extending the framework.

 System and Database Administrators — responsible for the installation, security, and ongoing operational functions of the framework such as access, tuning, and troubleshooting. These users are presumed to be experienced with system operations.

Guide Organization

This guide contains the following sections:

Chapter 1: SFA Overview Provides an overview of the SFA Framework. Chapter 2: SFA Default Properties and

Architecture

Provides the default setup when you install the framework, and describes the SFA product architecture.

Chapter 3: SFA Capabilities Lists the capabilities of the SFA 7.12 Framework.

Chapter 4: SFA Integration Describes the different types of integration supported by SFA and any configuration needed to set up the integration.

Chapter 5: Building a Dynamic UI Lists the UI changes in SFA 7.12 and provides an overview of the changes made to the end-user portals

(7)

Chapter 1:

Sales Force Automation Overview

Typical SFA applications capture data, but do not really help your reps sell. By marrying traditional SFA capabilities with real-time guidance, intelligent automation, and agile processes that instantly adapt to best support each sales opportunity, Pega SFA can automate the entire sales cycle from prospecting and lead assignment to sales stage promotion and product fulfillment.

 Drive Intelligent Selling - Make every sales person on your team your sales superhero.

 Deliver Next Best Offers - Sell the right product, at the right time, to the right customer.

 Mobilize Your Sales Force - Close a sale anywhere, on any device.

 Connect with the Rest of the Enterprise - Put customer-centric sales at the heart of your enterprise.

 Sell as a Team - Sell together. Sell based on relationships.

SFA puts sales at the heart of an enterprise, maximizing the value of existing systems, eliminating unnecessary manual tasks, assigning essential processes and decisions to the appropriate teams, and enabling you to easily configure and execute the sales process to match your business need. SFA:

 Supports and empowers your sales team by guiding them through the complete sales process, dynamically suggesting the next appropriate activity or action required to close a deal and build a relationship.

 Automates the complete sales process from the lead prospecting to product fulfillment.

 Leverages familiar business tools to model and adjust the sales process without the need for code or customization.

 Rapidly adapts to changing market conditions, products, organization structures, and sales goals that are key to any sophisticated selling

process. Maximizes visibility into current sales results and future forecasts directly in Sales Process Manager, not through disconnected tools.

 Easily integrates to and orchestrates existing systems to maximize investments and ensure seamless execution.

 Enables sales personnel through social tools and mobile device support, wherever they may be. You can deploy SFA anywhere, in the cloud or on premise.

Key Features

 Account and Contact Management Activity and Task Management

(8)

 Lead Management

 Opportunity Management  Forecast Management

 Outlook Integration for Email and Appointments  Social Integration for Twitter, Facebook & LinkedIn  Native Social Collaboration (Pulse)

 Mobile Portals

 Sales Goals Management  Local Campaigns

 Territory and Sales Team Management  Configurable Dashboards

(9)

Chapter 2:

SFA Default Settings and

Architecture

This chapter covers out-of-the box features and properties that are ready to use after installing the SFA framework. Toward the end of the chapter are descriptions of the changes you need to make to develop the framework beyond what is provided in the default framework.

The topics covered in this chapter are:

 SFA System Administrator Account  Documenting Your Application  Ruleset Hierarchy

 SFA Application Definitions  Key SFA Work Classes  Key SFA Data Classes  Inheriting from SFA Classes

 Configuring SFA Application Settings

 Work Object Prefixes and Naming Conventions  Operators and Access Groups

 Access Roles and Privileges  SFA User Portals

 SFA Tables in the PegaRULES Database  Work Tables

SFA System Administrator Account

As a system administrator, you should use the following Administrator ID to access the framework:

Operator ID: SFASysAdmin Password: install

You can find a complete list of users installed with the framework in the Operators, Access Group, and Portals topic of this chapter. Use this Administrator ID to access and work with the framework rules and processes.

(10)

Documenting Your Application

Before you or a member of your development team begins the deployment process, it is important to understand which classes, rules, and flows already exist. All PRPC applications have a self-documenting feature that enables you to develop and

document your application simultaneously, making it easy to continue where you left off. Use the Application Document Wizard with this guide to better understand what has been delivered and what has changed after deploying SFA to your test or

production environment. You can access the wizard by selecting Designer Studio > Application > Tools > Document. For more information on using of this feature, click on the wizard display.

When you launch the application landing pages from the Designer Studio, you can access to information about your application and SFA. As you extend SFA, a

recommended best practice is to complete the Full Description and Usage fields on the History tab of each rule form. Enter information in these fields to describe the rule and its use. This information is displayed in some landing pages for reference. You can then create a list view report that shows the information for each rule.

Ruleset Hierarchy

The framework is built on a number of application rules. Application rules define an ordered set of rulesets and versions that together identify the parts of a framework layer. In addition, application rules relate an application's objectives, use cases,

requirements, and actors for cases that are created as part of the PRPC Direct Capture of Objectives (DCO) capabilities. You can view a list of the application rules and their rulesets that form the framework from the Designer Studio by selecting the Designer Studio > Application > Structure > RuleSet Stack landing page option. The RuleSet Stack tab displays the high-level ruleset stack for each application rule defined in the framework. Expand an application to list its ruleset.

(11)

Rulesets are arranged hierarchically with general rules at the bottom and more specific rules at the top. The rulesets at the bottom are standard in all applications and control the underlying PRPC operations; while the rules towards the top control SFA

application functions. Ruleset order is critical to rule resolution. To find the appropriate rule, PRPC begins with the top ruleset in the list, and if the rule is not found, it moves down to the next ruleset.

Key SFA Rulesets

 PegaCRM-SFA and PegaCRM: Basic building block rule sets for SFA. Most of the other rulesets are built on top of these.

 PegaCRM_SFA_BulkUpload: Contains the rules related to the SFA bulk upload functionality. Provides the ability to upload bulk objects into the system as part of regular maintenance and as part of conversion processes that a company may need to do when rolling out the application.

 PegaCRM-SFA_WebServices: Contains the rules that support the creation or update of work objects through web services.

(12)

 PegaCRM-SFA-UserManagement: This ruleset was present in SFAv6.3 and merged into the product rulesets, that is, PegaCRM and PegaCRM-SFA from the SFA 7.12 version. Supports user access and administration

functionality.

 PegaCRM-SFA-M2M: Enables visibility into relationships between contacts and accounts or organizations. This ruleset was present in SFA 6.3 and merged into the PegaCRM and PegaCRM-SFA rulesets in SFA 7.12.  PegaFW-Email: Provides Outlook integration capabilities for email,

appointments, and VCARD integration.

 PegaFW-Social: Supports social integration for the social tools: LinkedIn, Facebook, and Twitter.

 PegaFW-OAuth: Includes rules related to authorization functions.  PegaFW-JSON: Contains rules to support the JSON object type.

 PegaFW-Gadgets: Contains the rules for logging and display of the bulk upload process.

SFA Application Definitions

SFA ships with several pre-defined applications. Applications are arranged

hierarchically and inherit from each other. Applications built on top of Pega SFA inherit SFA rulesets and therefore inherit SFA features.

PegaCRM-SFA

Built on the PegaCRM application. Contains the rulesets related to the main functionality of SFA.

PegaCRM

Built on the PegaRules application. Contains the core rulesets required to use basic SFA framework functions and defines the standard use cases and classes.

Key SFA Work Classes

The classes in PegaCRM-Work- contain SFA-specific, work-related rules. Work classes organize the different types of work you require. You can view the SFA work class structure from the Application Explorer. The classes, which provide the core

functionalities of Sales Force, such as Opportunity, Lead, and Task are kept under the PegaCRM-Work- class level. Core sales force automation entities such as opportunities, leads, and tasks are housed at the work class level.

(13)

(14)

Key SFA Data Classes

The PegaCRM-Data class and its subclasses contain the SFA rules associated with data. The following diagram shows the class inheritance of the data classes and the

(15)

Class Structure

Entity Class: Data and Work Class Hybrid

You can create classes as work objects to support additional work object features such as attachments, audit history, and notes. These classes are generally displayed on the right side of any work object on the pyWorkSummary page. These work objects are used with the main work object to support additional features. This simplifies the maintenance of features such as competitor, partner, product, and airport code. They can be handled separately from main work objects such as opportunity and lead.

(16)

S. No.

Class Database Table

1 PegaCRM-Entity-Org crm_entity_org 2 PegaCRM-Entity-Account crm_entity_account 3 PegaCRM-Entity-Contact crm_entity_contact

PegaCRM-Entity-* // derived classes are SFA defined constructs

Work Class: Work class

Main work object classes. S.

No.

1 PegaCRM-Work-SFA-Lead crm_work_lead 2 PegaCRM-Work-SFA-Opportunity crm_work_opportunity 3 PegaCRM-Work-Task crm_work_task

4 PegaCRM-Work-Appointment crm_work_appointment

Social Media Classes

Classes starting with PegaSocial-FW- correspond to the Social media functionality. S.

No.

1 PegaSocial-FW-Facebook pc_work_social 2 PegaSocial-FW-LinkedIn pc_work_social 3 PegaSocial-FW-Twitter pc_work_social 4 PegaSocial-FW-SocialDetails crm_link_socialdetails

Management Classes

Classes deriving from PegaCRM-Mgmt- support Competitors, Products, and Partners functionality.

 PegaCRM-Mgmt-Competitor  PegaCRM-Mgmt-Partner  PegaCRM-Mgmt-Product  PegaCRM-Mgmt-DataLoad

(17)

Data Classes

Classes which hold the data the functionalities to add, update, and delete. S.

No.

1 PegaCRM-Data-Competitor crm_data_competitor 2 PegaCRM-Data-Partner crm_data_partner 3 PegaCRM-Data-Product crm_data_product 4 PegaCRM-Data-DataLoad 5 PegaCRM-Data-RecentWork crm_data_recentwork 6 PegaCRM-Data-Forecast crm_data_forecast 7 PegaCRM-Data-BusinessTerritory crm_data_businessterritory 8 PegaCRM-Data-AirportCode crm_data_airportcode

PegaCRM-Gadget-Dashboard abstract class includes various gadgets SFA created for dashboard, forecast and so on.

Portal Classes

These three classes contain the user-specific navigation tabs and user interface:  PegaCRM-Portal-SFA-SalesManager

 PegaCRM-Portal-SFA-SalesOps  PegaCRM-Portal-SFA-SalesRep

Inheriting from SFA Classes

When you deploy SFA in your environment, it is important that your class structure inherit from the SFA class structure. The following table provides an example of how the Acme Company inherits from SFA work classes, using both directed and pattern inheritance.

See the PRPC Help and the PDN for more about setting up directed and pattern inheritance at your site.

Example Class Inherits From

Acme-Entity-Account Acme-Entity- (pattern)

PegaCRM-Entity-Account (directed) Acme-Work-Opportunity Acme-Work- (pattern)

(18)

Class Inheritance Diagram: Acme-Entity-Account

(19)

Work Object Prefixes and Naming Conventions

Work objects (cases) capture and process information about an individual unit of work or case. When SFA initiates a work object, a predefined model rule populates key property values that directly affect the work object. As work objects progress toward resolution, core property values, such as priority and status, are updated to reflect the current state of processing. Each work object has a unique .pyID property that is computed by combining a system-assigned number and a .pyWorkIDPrefix prefix, defined by the work object model. The table below lists the prefixes used by SFA.

ID Prefix

Work Object Class Description

Con- PegaCRM-Entity-Contact Used for contact work object Acc- PegaCRM-Entity-Account Used for account work object Org- PegaCRM-Entity-Org Used for organization work object Lead- PegaCRM-Work-SFA-Lead Used for lead work object Opp-

PegaCRM-Work-SFA-Opportunity

Used for opportunity work object Task- PegaCRM-Work-Task Used for task work object P2P- PegaCRM-Link-P2P Used for Relationship

C2A- PegaCRM-Link-Entity-C2A Used for relationship between contact and account

C2O- PegaCRM-Link-Entity-C2O Used for relationship between contact and org

AFF- PegaCRM-Link-Affinity Used for affinity work object

Predefined Organizations, Divisions and Units

SFA comes with the following predefined organization, division, and units. You can display this chart by selecting the Designer Studio > Org & Security >

Organization > Organizational Chart landing page option.

Operators and Access Groups

The framework is installed with a standard set of operators, access groups, and user portals. The password is installing. These allow operators to access the Designer

(20)

processes from a variety of user roles including managers and users.

Operator ID Access Group Portal Rule

SFASysAdmin PegaCRM-SFA:SysAdmin Developer

SFASalesOps PegaCRM-SFA:SalesOps SFASalesOps_Web SFASalesRep PegaCRM-SFA:SalesRep SFASalesRep_Web SFASalesManager PegaCRM-SFA:SalesManager SFASalesManager_Web SFAServices PegaCRM-SFA:Services User

DefaultLocalSalesOps PegaCRM-SFA:LocalSalesOps SFASalesOps_Web DefaultSalesManager PegaCRM-SFA:SalesManager SFASalesManager_Web DefaultSalesRep PegaCRM-SFA:SalesRep SFASalesRep_Web

Work Parties

Work party rules define which participants (roles) can be associated with a work object. Each work object can contain multiple roles in addition to the required originator role. Some roles may participate with multiple occurrences. This rule also controls how and whether you can add parties using the user forms. The preconfigured processes support the following work party.

Follower

SFA User Portals

This section contains sales portal layouts that, based on your role, you see on your home page when you log in to SFA. It also includes a table of gadgets and functions associated with each of the user portals:

 Sales Ops Portal - Sales Operational portal  Sales Rep Portal - Sales Representative portal  Sales Manager Portal - Sales Manager Portal

Tabs for work objects such as Organization, Account, Opportunities, Contacts, and Leads are available for all portals.

(21)

Gadgets such as Recent, Following, and Pega Pulse are available for all the portals and all the screens.

Recent

All recently viewed items (Contacts, Organizations, Sales plays, Leads, Opportunities, and Activities) are available for quick and easy access within Pega SFA. Additionally, the application lets you edit or perform work on multiple items simultaneously. You never lose what you are working on while working on other items in the system

Following

Follow any work objects that you want to monitor or have easy access to.

Pega Pulse (Collaboration)

Create working groups to share information and collaborate on documents. Instantly find and communicate with the key individuals users who need to help to close deals. Controls such as Quick Create Menu and Search are available for all the portals. The view is controlled, based on your access permissions.

SFA Tables in the PegaRULES Database

When SFA is installed, the following tables are added to the internal PegaRULES database to manage work data and rules. You can view and modify the schemas for these databases using the Database Schema wizard that is launched from the Designer Studio > System > Data Base > Modify Schema landing page.

Work and Data Tables

Entity classes

These are classes whose instances represent things in a sales system. They inherit from the class Work- to avail the PRPC features, such as audit history and

attachments, that all work objects receive. Their processes are not complex and involve a single step to edit a specific attribute or the related

component.crm_entity_account:  crm_entity_org  crm_entity_contact

Basic work classes

These are classes whose instances represent work objects that go through different sales processes:

 crm_work_opportunity  crm_work_lead

(22)

 crm_work_appointment

Relationship class

These are classes whose instances represent many-to-many relationships between entities of specific types. Classes also inherit from work- to have features on flow processing available for creating and maintaining these instances.

 crm_link_socialdetails  crm_link_affinity  crm_link_c2a  crm_link_c2o  crm_link_p2p Data classes

These are classes whose instances represent data instances in the system. Most of the supporting data is entered and maintained by the sales operations team for use when creating work objects.

 crm_data_competitor  crm_data_partner  crm_data_product  crm_data_recentwork  crm_data_forecast  crm_data_businessterritory  crm_data_operatoraccess  crm_data_airport_codes  crm_data_relationshiptypes  crm_data_airportcode  crm_document_email  crm_management_dataload Index classes

These are classes that hold data related to embedded pages or page lists of work objects created and populated by PRPC declare index rules in the SFA

RuleSets.fw_index_recipients.  crm_index_affinityvisit  crm_index_linkedobjects  crm_index_operemail

(23)

 crm_index_opptycontacts  crm_index_opptypartners  crm_index_opptyproducts  crm_index_orgdomains

(24)

Chapter 3:

SFA Capabilities

Account and Contact Management

Sales teams need to have access to all the account information to engage customers effectively and systematically grow key accounts into profitable long-term

relationships. With Pega SFA, sales personnel get the complete picture of each account, with updated opportunity details, access to all related information including contacts, communication history, activity history, notes and much more.

The application allows the sales person to store, find, and track all the information and communication activities linked to contacts involved in the sales cycles. The sales person can quickly and easily access critical data such as contact information, related sales documents, active opportunities, associated activities and get social insights. Pega SFA provides the following classes for efficient management of Accounts and Contacts and relationships in B2B and B2C sales interactions.

 PegaCRM-Entity-Org (Organization)  PegaCRM-Entity-Account (Account)  PegaCRM-Entity-Contact (Contact)

SFA Implementation for the B2B Sales Model

An Organization represents a legal entity in the corporate world.  Data can be enriched by external service providers.

 Instances can be used to build and display a corporate hierarchy and display corporate linkage information.

 Contacts can be attached to the right level in the hierarchy. An Account is an economic decision-making unit.

 A logical group to which a product or service is sold

 CRM sales objects such as Leads or Opportunities are linked to

The relationship between an organization entity and an account entity is one-to-many. This allows for granular and custom security configurations. For example, an

organization (belonging to one geographical territory) can contain multiple accounts corresponding to different projects and multiple sales personnel operating in the same geographical territory. However, different business lines can own and have exclusive read access to these two different accounts.

(25)

Instances of Organization and Account are typically created and maintained by Sales Operations personnel to ensure that overlapping or duplicate entities are not created. However, you can configure this in the operator access instance of every operator.

Different implementations may choose to use different data enrichment services and enrich the data through agreed modes as described in their service contracts. Apart from standard attributes such as name and address, additional properties have been added to the data model to capture some additional attributes:

 ExternalID - Similar to a (D-U-N-S) number / CAPIQ for organizations around the world as a global standard for business identification and tracking.

 Site - Information about the account’s location, such as single location, Headquarters, or Branch

 NAICS Code - The six-digit North American Industry Classification System (NAICS) code is the standard used by business and government to classify business establishments into 20 industries

 NAICS Description - A brief description of an organization’s line of business, based on its NAICS code

 Ownership - Ownership of company, for example, public or private  SIC Code - Standard Industrial Classification code of the account’s main

business categorization

 SIC Description - A brief description of an organization’s line of business, based on its SIC code

 Year Started - The year the company was established or the year when current ownership or management assumed control of the company These attributes are exposed as columns in tables. You can easily update them through the bulk upload tool available for sales operations personnel.

SFA Implementation for the B2C Sales Model

The Pega SFA Framework requires a contact entity to be associated with an Organization entity. While this makes sense for B2B interactions (a contact is an employee of a company being sold to), as B2C interactions involve dealing and selling to individual people, some of the entities in this model have to be re-purposed for B2C needs.

A bucket Organization entity is created for all individual accounts and contacts. For each individual being sold to, an instance of Account and an instance of Contact are created. Vertical frameworks or implementations of Pega SFA would have specialized screens that mask the creation and maintenance of these two entities - individual accounts and contacts.

(26)

The crmConverLead flow rule involves flow actions that allow you to convert a Lead to an Opportunity and create an Account and a Contact in one step of this flow.

Entity Relationship Management

Building and managing relationships is a key component of any SFA implementation. PegaSFA provides a framework that comes with standard relationship types and that you can easily extend for new types of relationships.

Class Structure

PegaCRM-Relationship (Class Group)

PegaCRM-Relationship-Hierarchy-(Abstract class for hierarchical relationships)

Database Table CRM_RELATIONSHIP Field Description

Field Description

EndDate End date for this relationship FromRole Specifies the role from

LinkedFrom Parent work object whom it linked to LinkedTo Child work object where it linked to LinkedtoClass Class to which it linked

Path Stores the complete hierarchy of the linked object StartDate Start date for the relationship

ToRole Specifies the role to

Hierarchical Relationships

A sample implementation of hierarchical relationships is in building the n-Tier

organization hierarchy. Pega SFA allows building and viewing the corporate linkage by associating an Organization as a parent to another, creating a parent-child

relationship.

Relationship records are instances of class PegaCRM-Relationship-Hierarchy-Org and are stored in the CRM_RELATIONSHIP table.

(27)

Many-To-Many Relationships

The following relationships model many-to-many relationships between entities in the SFA system.

 Contact-To-Organization (C2O)  Contact-To-Account (C2A)  Contact-To-Contact (P2P)

 (Sales) Operator-To-Contact (Affinity)

C2O / C2A / P2P

The Relationships tab of a Contact object provides all the contacts relationships grouped by the type of relationship.

(28)

All associations with respect to a contact are captured as a relationship. When a contact is created and associated with an instance of organization, a C2O relationship is created with a relation type of Primary. Similarly with the account provided, a C2A relationship of type Primary is created. This allows the contact to be related to other organizations and accounts (if required), but with different relationship types.

For example, when a contact C1 is created with O1 as organization and A1 as account, then SFA implicitly creates:

 Contact C1

 Primary C2O object for C1 an O1  And Primary C2A objects for C1 and A1

As the Primary relationship type is used internally and implicitly by SFA itself, you are not shown the Primary relationship type anywhere in the user interface. Relationship types are managed by Sales Operations through the Tools>Manage Relation Types gadget.

(29)

You can connect a contact to other contacts. You can establish a peer-to-peer relationship (P2P) using the Add Contact link under the Relationships tab of Contact. It has the same set of fields as C2O or C2A.

C2O Creation Process: There are two ways that you can associate any active contact with an organization in the system:

 C2O Creation-I: By clicking on the Add Org link on contact’s Relationship tab

 C2O Creation-II: By clicking on the Add Contact link on the organization’s Contact tab

C2A Creation Process: To establish a C2A link between a contact and an account, first establish an active C2O relationship between the Corresponding contact and the account’s organization

Similarly, the expiration of C2O flow checks for the any dependent C2As.

 C2ACreation-I: By clicking on the Add Account link on the contact’s Relationship tab

 C2O Creation-II: By clicking on the Add Contact link on the account's Contact tab

Details of establishing a C2O or C2A Link and field details: C2O Creation -I:

When you click the Add org link of the Relationship tab of Contact, the M2M screen appears.

(30)

You can choose an existing organization or create a new organization.

Edit Flow of C2O/C2A: Editing the flow for these link objects is simple where you can edit a few of the details or expire the link by providing an end date.

C2O’s expiration has a restriction as shown below. If you try to expire a C2O, which has some dependent C2As, then an error appears indicating that there are dependent C2A as listed.

(31)

Classes: PegaCRM-Link-Entity- PegaCRM-Link-Entity-C2O PegaCRM-Link-Entity-C2A PegaCRM-Link-P2P DB Tables: crm_link_c2o crm_link_c2a crm_link_p2p Affinity

The Affinities feature of SFA allows the sales people to establish relationships between a member of the selling organization and customers or contacts. The affinity instance includes details such as Strength, how close the relationship is, the customer’s

likelihood of taking call, accessibility for meeting requests, and so on. Fields Detail:

Affinity for Operator with whom this Affinity is associated (It’s the logged-in User always)

Contact Contact or customer with whom SFA is linking the above Operator Org Organization of the Contact

Account Account of the contact AirportCode Airport code of contact Title Title

Relationship Description

Details of Relation between the Operator and the customer or contact.

Sold Before At Did this contact buy when at a different company or organization Likelihood of Call

return

Likelihood of customer return Strength Strength of the Affinity Affinity Since How long is the relationship? Last Face-To-Face Last face-to-face date

Returns Email Does the contact respond to email? Meeting Accessible Is the contact accessible for meetings?

(32)

Have Sold to them Before

Did user sell to the contact or customer in the past? Notes Include any other information or details

Suggested Visits List of suggested visits with contacts

Class: PegaCRM-Link-Affinity DB Table: crm_link_affinity

My Affinities top tab shows the list of Affinities established for the logged-in Operator with various contacts in the system.

From My Affinities tab, you can:

 View a list of affinities that you are associated with; also provides ability to open the affinity and edit the information.

 Add a new affinity

You can manage the affinities using the Edit and Close flows. You can view the affinities from the Affinities tab of organization, account, and contacts. The following shows the Review screen of the Affinity.

(33)

Only those users with the following access group permissions can see the Suggested Visits button. You need to add this role name in the user’s access group to provide the permission to the required user.

Access Role Name: PegaCRM-SFA:SuggestedVisits Privilege: ShowAllForSuggestedVisits

Activity and Task Management

Sales and Marketing staff spend a great deal of their time talking with customers. Ultimately the goal of these conversations is to sell product; however any particular conversation can touch on subjects such as the customer’s business challenges,

budget and timeframe, product demos, and so on. These conversations may take place across a number of different channels – email, phone, in person, LiveMeeting, even chat clients. Since so much time is spent on this communication, management needs to make sure that the time is being spent well. Historically sales reps have been required to submit Call Reports where the rep details the interaction with the customer. The report is read by the manager and filed away. Call Reporting is traditionally seen as indispensable by sales management and as busy work by sales reps. One of the main goals must be to make this feature simple and ensure that the benefit is seen by both management and reps as providing robust reporting and intent-driven functionality.

A customer activity is any meaningful communication between a sales rep and a customer or potential customer that is designed to drive a sale or develop a

professional relationship. A ten-minute phone call to introduce the customer to your company and describe the products offered is a customer activity. A 1-hour discussion about sports, holiday plans, and the summer blockbuster is not. A customer activity involves at least one contact and at least one member of the sales team. It has a purpose, an outcome, an interaction date, and may have follow-up tasks. The activity should also be related to an account or opportunity.

Fields Detail:

Subject Subject for the interaction made Date Date on which interaction takes place

Communication type The channel taken for interaction such as email, mobile, and in-person

Related To type Specify to which work object the interaction has been made Related To Name of the work object

What was the outcome?

Specify the final outcome

(34)

Internal Staff List all the internal staff people who joined the conversation Follow-Up Activities Specify the follow-ups needed, after this interaction

Class Structure: PegaCRM-Work-Task-CustAct

The Activity functionality is part of the product and is shipped with the PegaCRM and PegaCRM-SFA rulesets.

(35)

Activity: InitializeCustomerActivity

Description: Dummy activity, implement anything pre-activity. Activity: CreateToDo

Description: Loop through follow up task list and create new task for each follow up entries.

Activity: UpdateStatus

Description: Update the status of the work object to “Resolved-Completed”. The following shows the Activity page.

(36)

The following shows the Review screen.

From one activity, you can create another activity work object.

You can create activities from Opportunity, Contact, Account and Org, and associated from these work objects.

Data Page: Declare_crmActivity

Description: Here “Load Activity” has been configured as data source. Activity: crmOpenActivity

Lead Management

Pega Sales Force Automation (SFA) enables organizations to manage its lead lifecycle end-to-end.

(37)

Pega SFA provides you a flat-list view of the leads that exists in the system on each portal it provides. You can view this list by clicking on the Leads tab in the left navigation pane.

In the Leads screen, click on any of the leads to open the lead object in the Review screen.

(38)

Pega SFA improves operational efficiency and sales effectiveness by marrying core sales force automation functionality with Pega’s trademark process management engine.

Capture

Pega SFA supports multiple lead-capture strategies:

• Manual lead input – Quick Create menu on top of each user portal enables you to create a lead manually.

• Bulk import

• Real-time integration with Pega Next Best Action Marketing – Once you import the Pega Next Best Action Marketing adapter rulesets, you can create leads in SFA system through local campaigns or programs functionalities.

• Web service access for real-time integration with third-party marketing automation – A lead creation is exposed as a web service in Pega SFA. You can easily configure leads to reflect data that is relevant to your business. Marketers or Sales Representatives can create leads manually by inputting key lead information by clicking on Lead in the Quick create link at the top of the portal.

(39)

Marketers or Sales Reps can import leads in bulk, matching source data to Pega SFA fields.

In a Sales Operations portal, to bulk upload the leads:

1. Click the Tools link on the left vertical navigation panel. 2. Click Bulk Upload to launch the harness;

3. Select Lead from the Upload Type drop-down list. 4. Choose the CSV/XML file containing the leads’ information. 5. Click Create.

(40)

Route

You can automatically route leads to the correct individual or team upon capture, expediting the sales process.

You can configure routing and delegate to the users of Pega SFA, creating a dynamic business environment where the technology aligns with the business policy.

(41)

Marketing Ops or Sales Ops teams can use Pega’s decision logic to set up routing rules so that leads are assigned to the correct individuals upon entry.

Nurture

You can use local campaigns in SFA to drive marketing campaigns or sales strategies. Local campaigns offer a high degree of flexibility so you have control over each detail of an offer.

You may qualify, disqualify, or convert leads based on the result of the campaign. You can configure process flows to define the appropriate actions based on campaign response.

(42)

(43)

(44)

Qualify

As lead progresses through its lifecycle, the owner may qualify or disqualify the lead. To assist in the qualification process, Pega’s rules engine provides lead scoring, giving team members more insight into the value of an incoming lead.

Sales Reps can qualify Marketing-qualified leads in one click by changing the stage for the lead.

You can launch the following screen by selecting Take Action > Edit on the review screen of a lead.

(45)

Convert

The last stage of the lead management process is converting the lead to an opportunity or contact on the appropriate account.

(46)

You can convert leads to new opportunities, existing opportunities, new contacts, or existing contacts.

Sales Reps can convert a lead in a manner that makes the most sense for the business. To convert the leads, the sales reps launches the following screen by selecting Take Action > Convert Lead on the Review screen of a lead.

(47)

Reporting

Pega SFA delivers with robust reporting to gauge the effectiveness of the lead management process.

Through reporting and other data visibility advantages, organizations can improve their business’ performance.

Opportunity Management

The opportunity contains the information for every deal you are tracking, such as

opportunity amount, stage, source, and expected close date. The opportunity is the core of your sales process. To gain visibility into your pipeline, you need to make sure that your sales reps actively track their deals and update the opportunity fields with accurate information. Sales managers can see how the sales organization is performing, and the sales reps will not have to spend hours putting together reports and sales projections. The quality of the sales process has a huge impact on success.

(48)

Opportunity Management allows you to construct a made-to-measure sales methodology to suit your sales processes. Your sales employees are trained through the steps of an ideal sales process from identifying the lead to closing the opportunity.

Click the Opportunities tab in the left navigation pane to display the opportunities page.

In the Opportunities Screen, click on the any of the opportunity to display the Opportunity Object.

(49)

Details Tab

Fields Detail

Name Name of the Opportunity Short Name Short Name of the Opportunity Description Description of the opportunity. Amount Estimated total sales amount.

Close Date Date when you plan to close the opportunity.

Stage Current stage of opportunity based on selections you make from a predefined list, for example, Prospect or Proposal.

Probability Likelihood that opportunity will close, stated as a percentage. Forecast Category Forecast category of the Opportunity

Source Source of the opportunity, for example, Advertisement, Email, or Web.

Must Win Company really wants to win

Account Name of the account to which the opportunity is linked. Owner Assigned owner of opportunity.

Territory Territory with which the opportunity is associated.

Age Age of Opportunity in days, that is, from creation to closure. Partners Partners of the Opportunity

Competitors We can track competitors in the opportunity.

Products Specific product or service that is purchased and delivered to the prospect as it relates to that specific sale.

Contacts Tab

List all the contacts associated with this opportunity.

Activities Tab

You can add the tasks and activities for the opportunity and display all the tasks and activities associated with the opportunity.

(50)

Emails Tab

Associated emails with the opportunity from the email object are displayed, as shown in the following screenshot.

Appointments Tab

Associated appointments with the opportunity from the appointment object are displayed, as shown in the following screenshot.

(51)

Leads Tab

This List shows the leads that are converted to this opportunity.

Stage History Tab

It tracks the changes in the Amount, Stage, or Close Date for the opportunity. A new entry is added to the list with the name of the operator who made the change and the update time.

Sales Methodology

Every stage describes how close you are to making the sale. You define the specific probability of closing that opportunity in each stage of the opportunity. This probability measures the assurance in closing a specific opportunity for this opportunity stage value.

Opportunity Stage

Description Probability

Qualification The sales rep is currently interacting with the candidate to determine if a sales

opportunity exists.

10%

Analysis After determining that the candidate has interest in the products or services, the sales rep now brings out the prospect’s

business problems.

25%

Proposal The sales rep delivers the proposal or the price quote to the candidate.

50% Decision After finding that there is a match between the

prospect’s business problems and the company’s products and services, the sales rep now

(52)

this opportunity.

Negotiation The sales rep reviews and negotiates the proposal with the prospect.

90% Won The sales rep has won this opportunity, and

there is a new customer.

100% Closed This stage can be because of any one of the

reason from Duplicate, Lost or Suspend.

0%

The following decision table is used for holding the probability values corresponding to the stage.

Forecast Management

Forecasting provides Sales Management a summarized and realistic view about whether certain deals are likely to close based on the input of managers through the reporting or territory hierarchies. The overall capability sets could be categorized along the following lines:

 Ability for Territory owners in the hierarchy to override the three critical values related to opportunities (Stage, Amount, Close Date) and set a Forecast category on each opportunity

 Ability to represent the Forecast to Sales management according to fiscal quarters and Forecast categories, with the ability to drill down

 Appropriate security measures to ensure override values and Forecasting capabilities are only shown to the right levels in the territory manager tree

(53)

Forecast is a graph representation of all the opportunities the user is working. It is used for analysis, understanding the pipeline, and planning. You can forecast by clicking the Forecast tab.

Forecast displays the four quarters of the fiscal year and the forecast categories. The number at the cross-section of two values is the total opportunity amount for those opportunities that fall in that category. To view a different year, you must adjust the filter.

You can select a territory for which you want to see a forecast from the autocomplete, which shows the list of territories you have access to view a forecast.

To see the forecast values for all the opportunities you own, you can select Owned by me in the autocomplete list.

(54)

By selecting the grand total value, a list of all your opportunities for fiscal year 2012 appears below. You can open aach opportunity by selecting the name from the list.

To update your forecast, select Update Stage from the Take Action menu in the opportunity record.

(55)

The update stage editing mode allows you to change the stage, close date, and forecast category. The changes made here automatically appear in a refreshed forecast table.

To override the forecast at various levels up the hierarchy of territories for an opportunity, select Forecast from the Take Action menu.

Only operators who own a territory can override the forecast values at that level. Or an operator with the SFAForecastUpdateAll permission can update forecast for all opportunities at every level.

(56)

Bulk Upload

Only Sales Operations users can perform data migration activities for various Work objects of SFA from other Sales force systems. Bulk Upload feature can be accessed from the Top Tab Tools > BulkUpload button. It allows the user to create the work objects in bulk by uploading an xml or csv file with appropriate data for Work objects. Screen1

From the screen below, you can upload an xml/csv with WO data such as contacts, accounts, and organizations.

Screen2

The following screen allows you to map the properties of xml/csv file to the properties of Work object, that is, account, in this case.

(57)

Using this screen, you can create your own template of property mapping that can be reused when required. Available templates are listed on right side as shown in the screen. Screen3

After mapping the properties and taking default values into account, corresponding work objects are created for each row in the .csv file or .xml file. It also logs the status of the processed work object, if by chance any work object fails (may be mandatory field missed) while creation process, the log messages are recorded and shown. On click, it displays a dialog box, which shows the list of accounts or work objects created with its IDs. You can click on the ID of the work object to view the object created.

(58)

Technical Implementation Details:

In order to map the properties in the 2nd_{screen, the developer created field values at each}

class level of the work object.

The following screen shows a list of field values that are part of the account work object. Extension point:

So, if a new property is added in the future to the account object, you can add a new field value with field name as cmMapToProperty and can map the value to this new field in the second screen of Bulk upload.

(59)

Rule Name: WorkType Rule Type: Field Value

You need to add the required worktype as the field value.

Rule Name: WorkTypeMap Rule Type: MapValue

Need to modify the MapValue rule in order to add another worktype.

Here you need to add required WorkTypeName and the WorkTypeClass, which will have the implementation of the work type.

Rule Name: CreateWorkFromUpload RuleType: Activity

You need to implement this activity in the WorkTypeClass that was declared in the map value WorkTypeMap. The entire logic, which creates the corresponding work object from the data uploaded from the Excel sheet, appears.

(60)

Rule Name: ValidationRuleName Rule Type: Map Value

(61)

You need to change this map value to add any validation rule for the work object that has been created.

Mobile

Customers expect a great browsing experience regardless of which device they use. Pega SFA introduces Omni-Channel UX™, “design-once, access anywhere” user experience that opens applications to mobile and social channels. Pega SFA 7 is a Mobile-ready application. This means that the user interface can re-organize itself automatically according to the device viewing the application, so that the same application provides a great experience on any platform.

SFA 7 supports a standards-based UI (HTML5 and CSS3). Existing Quirks mode applications can be easily upgraded to standards through a utility landing page.

Navigating to the Landing Page

Select the Designer Studio > User Interface > HTML5 Application Readiness landing page option.

(62)

Standards mode is rendered in Internet Explorer 8 and above, Safari, Chrome, and Firefox. Pega SFA 7 delivers a consistent, attractive, and intuitive user experiences across all channels of interaction.

You can create your user interface once, deploy it on any device, in any locale, in any browser with no additional coding required. Pega SFA automatically generates the details – the semantics specific to the browser and device environments (mouse-oriented, or finger-oriented features are automatically selected, depending on the device). Pega SFA

automatically generates the user interface using current web standards, markup (HTML5), CSS, and Javascipt. In addition, native support for internationalization is included.

With Pega SFA 7, you can provide your customers consistent, modern, and fluid end-user interaction – desktop and mobile alike – with less time and effort. This radically improves productivity for everyone working on user interfaces.

For example, when the Sales Manager Portal is loaded in a desktop browser, you can quickly create a record, search for a record, and change the user by using a drop-down list located in the header. In addition, you see a robust navigation, Recent, Following in the left pane. The dashboard content exists in the main content area.

(63)

Desktop View

On a mobile device, the Sales Manager Portal has a stripped-down version of the Sales Manager Portal. Yet the most prominent feature is still the same: a Quick Create icon and the user drop-down list in the header and dashboard content in the main content area. While you do not see the complex navigation up front, navigation can be

(64)

Sales Manager Portal Mobile View

(65)

(66)

(67)

Sales Goals Management

Sales Goal Management enables organizations to plan and model sales strategies, ensure timely execution of sales initiatives, and ensure that both sales people and

(68)

Specific capabilities include:

 Flexible customer-defined sales goals, such as quarterly sales quotas  Tracking of goal attainment and performance with real-time dashboards

and charts for both managers and sales reps

 Ability to measure goals against company-specific monthly, quarterly, or annual time frames.

 Management rollups and drill-downs across all levels of the sales organization

Business benefits include:

 Incentivizing sales reps with real-time visibility into goal attainment on a daily basis

 Management insight into detailed team and territory attainment levels  Early identification and mitigation of underperformance

The out-of-the box functionality is configured to measure sales quota as revenue, measured over fiscal quarters. However, you can easily extend the reports and

dashboards to track any metric that can be quantified by data in your SFA system, for example:

 Lead conversion rates  Opportunity closure  Customer activities

(69)

Time Period Maintenance

Goals are measured against specific time periods. Before creating goals, set up the year, quarter, and month time periods against which you want to measure goals. Create the fiscal year time period first, and then create quarters as children to the fiscal year. If you

measure goals by month, you can enter months for each quarter.

Sales Operations user can use the Tools > Manage Time Periods option to create time periods or to view existing time periods.

(70)

View the list of existing time periods in a hierarchical format in a tree grid.

Add a new Time period by clicking + (Add Icon) on the time period.

You can add child time periods using the + icon on the right of the parent time period row. You may also modify an existing time period by clicking the time period.

(71)

Details of Fields:

Name Name of the year, quarter or month. Start Start date of the time period. End End date of the time period. Type Can be year, month or quarter

Parent • If type is quarter, the parent year is required.

• If type is month, the parent quarter is required. Active If checked, this time period can be selected when setting up

a sales goal.

On the Implementation side, each time period is a data object of type PegaCRM-Data-TimePeriod. This includes properties as shown below.

(72)

Technical Implementation Details

Activity: crmLoadTimePeriods

Description: Time periods appear through this activity.

Activity: crmLoadTimePeriodHierarchy

Description: On clicking the specific time period, through defer load activity corresponding child time period is displayed.

Activity: crmSaveTimePeriod

(73)

Sales Goal Entry

Sales goals give sales management the ability to plan quarterly or monthly goals for sales reps based on a variety of metrics. Goals, by default, are based on revenue but can be customized to be driven by other metrics such as Activities, Number of

Opportunities, or Number of Leads created.

Sales Operations can use the Operators tab to view the existing sales goal or to create a new sales goal.

Click the Operators tab to display a list of operators. Click on the corresponding operators for which you want to define a sales goal.

(74)

(75)

Details of Fields

Fiscal Year Year for which you want to define the sales goal.

Quarter Quarter of the fiscal year for which you want to define the sales goal.

Goal Type The type of goal. Revenue represents a sales quota. To extend this functionality for other types of goals, you can create a new custom goal type.

Quarterly Goal Quarterly goal for the selected quarter for the selected goal type.

Month – Goal Value Selection of the quarter displays the months. You can set a monthly goal for each of the months.

On the implementation side, each time period is a data object of type PegaCRM-Data-SalesGoal. This includes properties as shown below.

(76)

Technical Implementation Details

Activity : crmSaveSalesGoal

Description : Is called while creating a new sales goal and modifying an existing goal.

Activity: crmOpenSalesGoal

(77)

Sales Goal Measurement

Once a goal has been entered, sales reps and managers can track their goal attainment from the Sales Goals quadrant in the SFA dashboard. This quadrant measures QTD Sales versus Quota using a curricular progress (or gauge) chart.

(78)

Drill-downs

For a sales rep, the QTD Sales value on the dashboard drills down into the closed opportunities for the rep for the current quarter.

For a sales manager, the QTD Sales value drills into a tree structure with rollups of sales versus quota across all levels of the manager’s reporting structure.

Technical Implementation Details

Activity: SalesGoalAttaiment

(79)

To prepare a drill-down report, use a Connect-SQL rule. Each of the supported

databases has a corresponding Connect-SQL rule with the required query to attain the goal attainment results.

Data Page: D_GoalAttainments

(80)

DataSource: Load activity which loads the SalesGoalAttainment activity. XML Stream: crmGoalAttainmentForOperatorGaugeChart

Description: To prepare a custom chart for displaying the goal attainment results in a chart form.

Extending the Sales Goals Framework

By default, Sales goals measure a sales quota as a revenue amount for a specific quarter. To extend this functionality, you can add new goal types. If you add a new goal type, for example, Leads Converted, the dashboard charts and drilldown views need to be revised to roll up lead conversions instead of closed opportunities.

(81)

Local Campaigns

A Local campaign lets the sales rep start their own sales campaign that targets a small set of customers. From the SFA Sales Rep portal, the sales rep sees a navigation link and clicks on it to view the local campaign dashboard. In the local campaign

dashboard, you can create a local campaign. It displays a list of offers available from NBAM through IAC. When the offer for the campaign is sent, the targeted customer can choose to accept, reject, or ignore the offer. The sales rep can see the results from the campaign dashboard and a marketing activity is recorded so it can be tracked. Requirements

A local campaign requires the following:  IAC

 NBAM

 Adapter raps

Executing a Local Campaign

1. Log in as a Sales Rep. 2. Open the Sales Rep Portal.

3. Click the Campaigns link in the left side of the portal to display the Campaign Dashboard.

(82)

(83)

4. Click New Campaign at the top right.

5. Enter a local campaign name.

6. Select the SFAEmailOffer template to email an offer or select the SFASMSOffer template to send an SMS offer using the SMS offer flow.

(84)

7. Click Create.

(85)

9. Enter the objectives for the campaign

(86)

(87)

12.Click the Edit link in the Correspondence section to review the correspondence associated with the offer.

(88)

13.Submit it to accept the default email correspondences for the flow.

Two out-of the-box offer flows do not require approval. So you can skip the approval step.

14.Click the Launch link in the Run section to begin the process of launching the campaign.

15.Click Submit to start the campaign now or optionally you can specify the time and submit.

(89)

16.Check the contact you selected. Make sure that you get a marketing activity created.

17.Check the organization’s activity, if the contact is associated with an organization, shows.

(90)

18.Wait for about two to five minutes for the campaign to send the email or SMS. For SFAEmailOffer:

a. Check if the email is sent to the customer.

b. Open the email and either accept or reject the offer.

(91)

For SFASMSOffer:

a. Check the customer’s mobile to see if you received a SMS message. b. Open the SMS and either accept (by entering Accept in the message) or

reject the offer (by entering anything but Accept in the message). c. An email will be sent to confirm your response.

Checking for results (for both email and SMS):

a. Refresh the campaign in the campaign dashboard and verify that the numbers are updated according to the response.

(92)

b. Verify that the marketing activity, created for the contact, is updated with the result of the response in the outcome and status.

c. Also if the result is accepted, verify that there is a lead created for the contact.

Sales Force Automation

Sales Force Automation

Implementation Guide

7.12



Copyright 2014

Pegasystems Inc., Cambridge, MA

Contents

About This Document

Intended Audience

Guide Organization

Chapter 1:

Sales Force Automation Overview

Key Features

Chapter 2:

SFA Default Settings and

Architecture

SFA System Administrator Account

Documenting Your Application

Ruleset Hierarchy

Key SFA Rulesets

SFA Application Definitions

PegaCRM-SFA

PegaCRM

Key SFA Work Classes

Key SFA Data Classes

Class Structure

Entity Class: Data and Work Class Hybrid

Work Class: Work class

Social Media Classes

Management Classes

Data Classes

Portal Classes

Inheriting from SFA Classes

Class Inheritance Diagram: Acme-Entity-Account

Work Object Prefixes and Naming Conventions

Predefined Organizations, Divisions and Units

Operators and Access Groups

Work Parties

Follower

SFA Tables in the PegaRULES Database

Work and Data Tables

Chapter 3:

SFA Capabilities

Account and Contact Management

SFA Implementation for the B2B Sales Model

SFA Implementation for the B2C Sales Model

Entity Relationship Management

Hierarchical Relationships

Many-To-Many Relationships

Activity and Task Management

Lead Management

Capture

Route

Nurture

Qualify

Convert

Reporting

Opportunity Management

Sales Methodology

Forecast Management

Bulk Upload

Mobile

Navigating to the Landing Page

Desktop View

Sales Manager Portal Mobile View

Sales Goals Management

Time Period Maintenance

Technical Implementation Details

Sales Goal Entry

Sales Goal Measurement

Local Campaigns

Executing a Local Campaign