Analytics Business Intelligence

Description
Attaching BI solutions from SAP will help you retire quota faster and build a long-lasting revenue stream.

SAP’s single version of the truth
enables companies to focus on running
their business, and not chasing the
numbers. Business Intelligence (BI)
solutions from SAP enable businesses of
all types and sizes to access information
fast, simply, and efortlessly, from
everywhere.
With SAP, this richer context information
becomes a strategic asset that helps
businesses make faster and better
fact-based decisions.
Businesses get real-time answers, from
discovery to dashboards to detail, across
all data, not just on the desktop.
BI ELEVATOR PITCH
• Retire quota faster—Attaching BI solutions from SAP will help you
retire quota faster and build a long-lasting revenue stream. BI
typically has shorter lead times than ERP, and successful sales
strategies can be duplicated at multiple companies simultaneously.
BI projects are typically up and running in weeks.
• Enormous growth—The market is huge—more than $10.5B, and
SAP is the market leader with 23% of the market.
1
More than
1,000+ regulations and policies
2
need tracking and reporting.
• Broaden your footprint within accounts—Your customers will do
something with analytics. Be their solution. Qualified leads are
already in your installed base.
• Protect your account—You’re at risk if you are not part of the BI
discussion—especially if competitors are in the account. Get
analytics solutions into your accounts before someone else does.
• Break into new accounts—Analytics are business-critical and
becoming more so every day. Leverage the hot BI topic to gain new
accounts.
• Healthy annuity business—BI investments are typically long-lived
and grow organically. Lay the groundwork for future sales. Frame
the analytics migration journey conversation and grow it as your
customers’ BI needs and analytics sophistication grow.
WHAT’S IN IT FOR ME?
W
I
F
M
Confdential: For SAP and Channel Partner Internal Use only
Analytics: Business Intelligence
SALES SCENARIO GUIDE July 2012
WHAT’S INSIDE
2
Relevant Trends
3
Engagement Tips
4-5
Portfolio Highlights
6
Sell Analytics to
Net-New Prospects
7
Sell Next Thing to SAP BI
Installed Base
8
Selling to SAP Small and
Midsize ERP customers
9
Selling to Finance LoB
10
Selling to Marketing LoB
11
Selling to Sales LoB
12
Best Sales Arguments
13
Objection Handling
14-15
Industry Tips
16-17
Competitive Tips
18
Resources
2 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
Integration and single truth—Multiple departments accessing the same
“right” numbers shift the business focus more productively from “who
has the right number” to “what to do.” This drives the critical requirement
to seamlessly pull together more data sources and databases, along with
more data, from wherever the data sources reside.
Self-service BI—BI no longer requires significant IT involvement and
sometimes requires no IT resources. The BI tools range from canned reports
to ad hoc queries to dashboards, all driving demand to drill down further in
real-time, across all users, not just power users.
Mobile and BYOD—People now expect real-time analytics to be available
anywhere, anytime, on any device. The workforce is not deskbound, and
employees at all levels expect to get answers when and wherever they want.
LoB-led purchasing—Departmental purchasing decisions are dramatically
increasing, led by and using the budget of Line of Business (LoB) Heads,
often under the radar of IT.
Data discovery and visualization—Users expect to be able to easily access
their data and display it so they can “see” the implications. Visualization
goes beyond standard charts and graphs to more sophisticated dials,
gauges, time-series and fever charts, and heat, tree, and geographic maps.
Huge and growing analytics opportunity—Information is growing at
50% per month—800% in the next 5 years.
3
Analytic platform adoption
has already become the most significant spending shift in database
systems in the past 10 years.
4
Social media, the web, and cloud are
generating even greater need for accurate and timely analytics.
Organizations earn an average of $10.66 for every dollar spent on
deployment of analytics, more than 1,000% ROI.
5

BI is no longer a “nice to have”—BI has become a necessity to compete
successfully in today’s marketplace. High-performing companies are 50%
more likely to use analytic information strategically.
6
Analytics and BI are
the #1 CIO technology priority for 2012.
7

Extreme analytics—Every company thinks they have a big data problem
because it’s a big problem to them. Every company is facing BI overload.
The volume of data and content is increasing, as are complex regulatory
and general reporting requirements. In addition, there is the need for
predictive analytics, not just historical information. Big data and more
data in the cloud further heighten demand.
WHAT CUSTOMERS CARE ABOUT
VP/Director Line of Business
• Making decisions based on up-to-date
information, not based on “gut feel”
• Spotting trends more quickly
• Staying ahead of the competition
• Driving improved business performance
• Getting immediate answers to business
questions
• Playing out “what if” scenarios
IT Operations
• Scalability—reliable, open, modular
• Total Cost of Ownership (TCO)
• Security
• Providing trusted information from data
that resides in diferent applications,
databases, and legacy systems
• Reducing the overload from business
user requests for information
• Best ft, right size, right now
• Accelerating information access
Executive Suite
• Driving better, more timely decisions
throughout the company
• Aligning overall strategies to day-to-day
activities and accountability
• Visibility and insight across the business
• Enabling higher-performing organization
• At-a-glance performance information to
know where to focus attention
Sales and marketing
Understand the
proftability of customer
segments
WHAT CAN ANALYTICS DO FOR LOBS?
Operations
Improve inventory
management
Manufacturing
Scorecard supplier
performance
Human resources
Determine what factors
drive retention of the
best employees
Finance
Understand the drivers
of key fnancial metrics
like DSOs
Customer/partner
self-service Greater
operational efciencies
from sharing information
with partners
2
Relevant
Trends
4-5
Portfolio
Highlights
3
Engagement
Tips
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
3 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
All companies are diferent and at diferent analytics solution maturity
levels. Best practices use a dual approach: satisfy your customer’s
immediate need (often a departmental need) AND concurrently begin
the strategic conversation. Help customers try before they buy.
Develop a packaged analytic application based on your expertise in
the LoB, industry, or platform, and then reuse the packaged analytic
application for multiple customers.
You can also have your packaged analytics certifed as part of the
Build&Sell program to exploit the opportunity to sell your application
through selected partners in other geographies. Similarly check to see
if you can leverage another partner’s packaged analytics content that
you can resell. Or use one of the SAP® RDS solutions. Any of these
oferings provides a LoB-relevant, department-ready, pre-built analytic
package that can meet 80% or more of the requirements. This enables
rapid departmental decisions based on best practice content, fxed
price, scope, and deployment time, along with rapid time-to-value.
In addition, start the broader strategic dialogue to prevent competitive
challenges and to ensure future enterprise-wide adoption. Stay
focused on the business problems/pains that analytics address. Flesh
those out fully. Not only solve the immediate (departmental) pain, but
also open the door to an analytics roadmap, and gain the references
and experience that allow successful sales of packaged analytics
applications.
Uncover business needs, information gaps, and opportunities first—Focus on uncovering
your customers’ business challenges and issues, not on any specific SAP® solution.
Organizations are looking for efficient ways to drive better, more timely decisions by giving all
users access to all the information they need and trust, when and where they need it. People
at all levels need information that is meaningful to them. Learn what your customer is doing
today and what they plan for the future to meet these needs. Then, assess which SAP®
solutions are best and/or bring in an analytics/BI expert for a deeper conversation.
Tell stories—Whenever possible, give an easy-to-relate-to construct so your customer can
“get” the value and vision of what analytics can do for them. This is especially important the
earlier they are on the BI maturity curve. After you satisfy their need, help them see beyond
the specific department or silo requirement. One useful analogy is your credit card
statement, showing the data of what was spent. The statement doesn’t show how much
money you have, or don’t have (dashboard). You also might want to know what you can do to
make more money, how you’re doing executing these plans, and how to extract specific
deeper information on particular items. This is the value of analytics.
Leverage the natural analytics progression—Assess the analytics maturity level and where
your customer is on the journey, and move them along the continuum. Most companies start
with operational or departmental reporting, which is where the most pain usually is in terms
of getting “data out” of an existing application or system of record. Then the C-Suite typically
asks for a dashboard view. Then they want the ability to drill into the information, followed by
data discovery, which helps to proliferate analytics throughout the organization. Business
Analysts, or “power users,” need the ability to slice and dice information and deliver it to
others. Finally, companies reach the point where they are no longer looking at what
happened, or even what is happening now. Rather, they are turning attention to what will
happen.
A TYPICAL CUSTOMER BI JOURNEY
Operational and
Transactional
Reduce the cost of doing business
Integrate diferent types
of information into a single view.
Assure quality of information.
Informational
Provide better information to the organization
Deliver better insight from combined operational and
fnancial metrics.
Enable easy access and analysis by anyone through
standardized and consolidated information.
Strategic
Gain competitive advantage
Proactively manage the business.
Identify opportunities for diferentiation.
Capitalize on trends.
REPORTS
Operational reports get data out
of apps and systems of record.
DASHBOARDS
Create a visual roll-up of
reports for C-Suite and
others.
ADVANCED ANALYSIS
Power users slice and dice
information and deliver it
to others.
PREDICTIVE ANALYSIS
Use past information to
spot trends and forecast.
DATA DISCOVERY
Drill into the information.
Drives proliferation of analytics
throughout the organization.
DRIVE EFFICIENCY DRIVE EFFECTIVENESS VALUE
2
Relevant
Trends
3
Engagement
Tips
4-5
Portfolio
Highlights
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
4 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
Analytics is the process of analyzing and using information to make business decisions. It provides insight into and understanding of business
performance based on data and statistical methods.
Real-Time Data Platform
Allows organizations to tackle their Big Data challenges associated with exponentially
increasing data volume, velocity, and variety. Powered by SAP® HANA, the Real-Time Data
Platform gives organizations the fexible data architecture they need to drive real-time
insights from virtually any data source and power their critical applications from a single
unifed platform of best-in-class technologies from the world’s fastest-growing database
vendor.
SAP® BusinessObjects BI OnDemand solution
Provides a hosted BI solution for managing and analyzing their data. Customer data
is hosted on a secure data center enabling more complex queries, faster performance,
and reduced data administration cost.
SAP® Sybase PowerDesigner for Enterprise Architecture
Industry-leading modeling and metadata management solution for data modeling,
information architecture, and enterprise architecture that captures intersections between
all layers/perspectives of the enterprise to implement fast, reliable, predictable change.
SAP® Enterprise Information Management (EIM) solution
Consolidate, normalize, and ensure data quality from a variety of sources to drive
faster, more informed decision-making and streamline business processes across your
organization. Proactively govern data to ensure complete and accurate information,
minimize IT costs, and ensure regulatory compliance.
OTHER PRODUCTS
Reporting
Helps customers design, explore, visualize, and deliver reports via the web
or embedded in enterprise applications. Developers and designers create
reports that answer the most regularly asked questions (such as account
statements, invoices, and regulatory reports) and distribute the reports to
hundreds or thousands of users.
Dashboards
Drag-and-drop visualization tool designed to create interactive analytics for
powerful, personalized dashboards with live connections to any data source.
Provide a common view of what’s important to the customer and share
interactive dashboards with business users so they can measure their results
and progress to take the right actions.
Mobile
Leverage the same BI content users work with every day on their desktop—
optimized for an engaging, interactive mobile experience. Users can intuitively
access, navigate, and analyze familiar reports without the need for additional
training. Reports can be pushed onto the device or pulled by the user and can
be stored on the device for anytime access.
Data Exploration
Brings together the simplicity and speed of search with the trust and
analytical power of BI to give users immediate answers to their business
questions. Employ familiar keyword searches to fnd information hidden in
data sources, and then navigate and explore the data directly—no existing
reports or data structure knowledge is required.
Analysis
Enable users to identify trends and fnd root causes from just about any data
source, including an SAP HANA database, relational databases, and
OLAP cubes. A range of users—from experienced analysts to mainstream
business users—can quickly create queries and perform calculations without
understanding complex database schemas or structured query language (SQL).
Cutting-edge visualization functionality allows users to view two- and three-
dimensional charts and hone in on specifc areas of focus for more powerful,
revealing analysis.
BI solutions from SAP® include
2
Relevant
Trends
4-5
Portfolio
Highlights
3
Engagement
Tips
4 Confdential: For SAP and Channel Partner Internal Use only
Analytics
Business
Intelligence
Enterprise
Information
Management
(EIM)
Data
Warehousing
Governance,
Risk and
Compliance
(GRC)
Enterprise
Performance
Management
Analytic
Applications
Provides trusted information,
ensures information governance
at every step of the business
process, and supports new
business initiatives while
minimizing data readiness costs.
Capture, store, analyze, and manage
data in a secure and scalable data
warehouse and transform the data
into decision-ready information.
Protects organizations by
preventing risk events and
compliance violations.
Turn data into actionable
business insight and gain
competitive advantage.
Supports strategy
management; planning,
budgeting, and forecasting;
pro?tability and cost
management; consolidated
?nancial reporting and
disclosure management
Allows business users to access,
format, analyze, navigate, and
share information across the
organization.
Entry-level BI solution for small companies
and departments
Delivers a?ordable business intelligence
(BI) essentials that enable easy, self-serve
information access to reports, dashboards, and
data search and exploration—without causing
IT bottlenecks. Includes:
Explorer so you can perform simple and fast
search across all data anywhere
Crystal Reports Viewer so you can open, view
and explore reports from your desktop
Dashboard Design Viewer enables you to view
interactive dashboards fromany data source.
Good for Companies that
Have 10-500 employees
Do not need ad hoc query
Dedicated IT resources for creating and
managing reports
Comprehensive BI for enterprise
Delivers powerful capabilities that help
ensure the integrity of information, transform
decision-making and optimize business
performance. In addition to SAP Edge
BI capabilities, SAP BI suite can scale to
enterprise-wide deployments and supports
clustering, failover, and multi-server
deployments to ensure guaranteed availability
and maximum performance to a large number
of BI users.
Data integration and data management are
available separately.
Good for Companies that
Have 2,500+ employees
Operate on Linux, Windows or UNIX
Need to run BI across multiple servers
Require increased security
Comprehensive BI for mid-size companies
and departments
Delivers powerful capabilities that help
ensure the integrity of information, transform
decision-making and optimize business
performance. Addresses any BI requirement
priced and packed for midsize companies. In
addition to Explorer, Crystal Reports, Edge BI
also includes:
Web Intelligence and Analysis, allows
you to quickly create queries and perform
calculations without understanding SQL
Dashboards, a drag and drop visualization tool
with live connections to data source
Mobile BI, real-time visibility into data
anytime, anywhere, on any device
Data integration and data management can
also be added on
Good for Companies that
Have 100-2,500 employees
Need a comprehensive BI solution including
mobility or ad hoc query
Operate on Linux or Windows
SAP Crystal Solutions
SAP BusinessObjects BI, Edge edition
SAP BusinessObjects BI Suite
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
5 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
SAP provides a full range of core BI functionality to help customers gain access to and insight into SAP® and non-SAP data for a
360-degree view of business operations. For SAP® applications that include the deepest integration with BI on the market today.
Entry-level BI solution for small companies
and departments
Delivers afordable business intelligence
(BI) essentials that enable easy, self-serve
information access to reports, dashboards, and
data search and exploration—without causing
IT bottlenecks. Includes:
SAP Crystal Server to secure, manage, and
share Crystal solutions content
SAP BusinessObjects Explorer so you can
perform simple and fast searches across all
data anywhere
SAP Crystal Dashboard Design enables you
to view interactive dashboards from any data
source
SAP Crystal Reports to create sophisticated,
interactive reports from almost any data source
Mobile access can also be added on
Good for companies that
Have 10–500 employees
Do not need ad hoc query
Dedicated IT resources for creating and
managing reports
Comprehensive BI for enterprise
Delivers powerful capabilities that help
ensure the integrity of information, transform
decision-making, and optimize business
performance.
In addition to the capabilities in the standard
Edge edition, the SAP® BusinessObjects BI
suite can scale to enterprise-wide deployments
and supports clustering, failover, and multi-
server deployments to ensure guaranteed
availability and maximum performance to a
large number of BI users
Data integration and data management are
available separately
Good for companies that
Have 2,500+ employees
Operate on Linux, Windows, or UNIX
Need to run BI across multiple servers
Require increased security
Comprehensive BI for midsize companies
and departments
Delivers powerful capabilities that help
ensure the integrity of information, transform
decision-making, and optimize business
performance. Addresses any BI requirement
priced and packed for midsize companies.
In addition to data exploration and reporting,
Edge BI includes:
Analysis capabilities, allowing you to quickly
create queries and perform calculations
without understanding SQL 
Interactive dashboards with live connections
to data source 
Mobile analytics for real-time visibility into
data anytime, anywhere, on any device 
Data integration and data management can
also be added on
Good for companies that
Have 100–2,500 employees
Need a comprehensive BI solution including
mobility or ad hoc query
Operate on Linux or Windows
SAP Crystal Solutions
SAP BusinessObjects BI, Edge edition
SAP BusinessObjects
Business Intelligence Suite
2
Relevant
Trends
4-5
Portfolio
Highlights
3
Engagement
Tips
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
6 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
89%
More than
of companies use a formal BI
organization to drive value
7
SELLING STRATEGIES
Try before you buy—Show customers how they can use SAP BusinessObjects BI
apps on top of their information to generate dashboards and analytics results. Use
the free iPad, iTunes, and Android-enabled mobile app demos to tangibly show
them how relevant information is generated and displayed. Use your configured or
SAP’s department and use-function ready analytics solutions to show the low-
cost, rapid time-to-value solutions available, along with the best-practices thinking
SAP offers. Work with them during the “try before you buy” experience to further
isolate and expand the specific BI solutions that are their best fits. Also use this
opportunity to start building a broader footprint within the company.
Approach small business ERPs—Customers using Lawson, Sage, and Great
Plains, for example, have SAP® Crystal Reports embedded in their systems. Upsell
these customers to SAP® Crystal Server component and SAP BusinessObjects BI
(the Edge edition or the Suite), and sell the customer unrestricted licenses for use
across the organization instead of the restricted use licenses they have through
the OEM for use only with a specific application.
• LoB/IT has to fnd an answer
• Poor visibility and insight across the business
• New governance and compliance requirements
• Need to predict what will happen tomorrow, and
perform more predictive analysis
• Have data quality challenges, but don’t know
how to address them
• Large-scale deployment of tablets or mobile devices
• Has a non-SAP ERP (Great Plains, Sage, Lawson, etc.)
CUSTOMER TRIGGERS
• To what extent do you need users to perform
queries and do analysis on their own vs. run
pre-formatted reports on a scheduled basis?
• How interactive would you like reports to be?
• How much would you like to allow users with
simple needs to be able to do basic analytics
and report modifications?
• What ERP, CRM, and HR systems are you using
(SAP, Oracle, PeopleSoft, Epicor, Siebel, etc.)?
• Do the users need to easily see information
coming from different sources?
• What are the most difficult aspects of your
current BI process?
DISCOVERY QUESTIONS WHY SAP WINS
• Portfolio breadth and depth
• The right solution for the specifc need and budget
• Most open technology and platforms
• More integrations than anyone
• End-to-end answer for anytime, anywhere,
anybody information—ERP-to-analytics-to-mobile
• Deep proven integration experience with
enterprise applications for SAP® and
non-SAP systems
• Largest share of the BI Platform market
• SAP Crystal Reports is the de facto enterprise
standard for reporting
Start with the business issues—Don’t spec a specific solution too
early. Rather, early on, have a business conversation instead of a
technical one. Be proactive and don’t wait to respond to a request.
Uncover the business goals and pains, how the customer is addressing
them today, and what nirvana looks like. Identify the top 3–4 issues or
information concerns that need to be addressed. Then set up a deep
dive meeting where you may bring in an expert.
Lead with SAP BusinessObjects BI Suite or SAP BusinessObjects
BI, Edge Edition—Always start high, and if customers balk at price or
these are overkill for what your customer is trying to achieve, back down
to the Edge edition or SAP Crystal Server. SAP Crystal Server, the Edge
edition, and the BI suite are all strong offerings, and are designed to
work synergistically. The Edge edition and the BI suite lead to bigger
deal sizes and set the customer up well for gaining the information’s
strategic asset advantages even more fully.
2
Relevant
Trends
4-5
Portfolio
Highlights
3
Engagement
Tips
6
Sell
Analytics
to Net-New
Prospects
SCENARIO 1 : Sell Analytics to Net-New Prospects
6 Confdential: For SAP and Channel Partner Internal Use only
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
7 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
• Most analytics choices
• Easiest integration with broadest
range of applications
• Best visualization
• Best mobile analytics enablement
• Complete, integrated data and
business intelligence platform
• Compelling and comprehensive
analytics product vision
addressing future trends
WHY SAP WINS
• Could you improve “X” (customer support, sales revenue,
finance reports, marketing programs) by raising the level
of confidence “X” has in their information?
• Which KPIs or metrics do you need that you don’t have
access to today? In which other systems does this
information reside?
• What are the key projects that you’re working on for
which you need additional information or insights?
• Have you recently been involved in a merger/acquisition?
How are you handing visibility and consolidation of
information from the acquired/acquiring company?
• Do you struggle with achieving a single view of the
customer, product, supplier, etc.?
• Are you impacted by compliance regulations such as
Sarbanes-Oxley? Basel II? Patriot Act? Other?
DISCOVERY QUESTIONS
• Need additional specific analytic capability
• Need broader BI support to run the business
or beat the competition
• Need mobile analytics
• UNIX environment—requiring SAP BusinessObjects
BI, Edge edition instead of SAP Crystal Server (runs
on Linux and Windows)
• Lack data accuracy
• Unable to analyze performance, revenue, or cost
by segment
• New SAP BusinessObjects BI release
• Merger or acquisition
CUSTOMER TRIGGERS
25%
9
Business Intelligence
tools increase productivity
by an average of
SELLING STRATEGIES
Approach IT Director or LoB owner—If IT still has to respond to special
information query requests, they are likely overburdened, and IT and the LoB
owner would welcome SAP’s self-service analytics options, especially since they
are user-powered and IT approved. In addition, IT may be involved to help with
integration and overall BI strategy.
Sell SAP’s analytics vision—Ascertain your customer’s analytics strategy,
appetite, and BI maturity level across their enterprise. SAP has solutions for
small, medium, and large customers, addressing the simple to the complex to the
futuristic. The platforms dovetail. So, customers can start where they are, and
augment as they need. Customers care more about how it functions and what it
does than if it is an ad hoc query or a report. With the goal to peak interest,
communicate the migration journey and support all along the way.
Cross-sell and upsell—Determine what analytics functionality is next on the
organization’s wish list and how best to get there. Seek out your BI installed base
and upgrade based on customer needs: SAP Crystal Server to the BI
Edge edition; the standard version of the Edge edition to the next version
or to the BI suite. Since Independent Software Vendors (ISVs) typically
take 12–24 months to embed new releases into their software, when SAP
issues a new release upsell ISV end customers to the latest release to
help end customers gain quicker access to the innovations such as
mobility and exploration views. Cross-sell customers to higher-value
BI based on their growing needs for more and added sophistication
analytics (dashboards, data discovery, advanced analysis, predictive
analytics).
Deploy more broadly and add new use cases—Identify the specific
analytics successes within an organization and replicate them further
within the company. Port them to other companies with similar needs
and environments. Determine where the company is on the analytics
maturity scale and help move them to the next level.
2
Relevant
Trends
3
Engagement
Tips
7
Sell Next
Thing to
SAP BI
Installed
Base
4-5
Portfolio
Highlights
SCENARIO 2: Sell Next Thing to SAP BI Installed Base
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
8 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
SELLING STRATEGIES
Tap into ongoing, new, shorter lead time revenue sources—Analytics is a
broader, wider customer opportunity than ERP and is a fast-evolving space.
The BI solutions further extend customer capabilities and value-add. Get
analytics solutions into your accounts before someone else does.
Connect to other initiatives—Mobile, cloud, and big data can all additionally
benefit from BI solutions to provide deeper insights into performance and
business results. Proactively attach to these initiatives when they are a fit
for the customer, and couple them with analytics solutions. Recommend
the Analytics assessment and solutions as a concurrent deliverable or
subsequent phase.
Go back in to SAP® Business All-in-One (BAiO) solution customers—
Expand your footprint and sell analytics to your account before a competitor
does. You’ll likely uncover additional software and services needs you will also
have the opportunity to address. Use the BI solutions’ shorter lead times to
generate income while working the longer ERP/BAiO type sales.
Target SAP® Business One application installed base—The SAP® Business
One application has good analytics, but if they need better analytics, SAP
Crystal Server is available on the SAP Business One price list. SAP Business
One customers are a good target for SAP BusinessObjects BI, Edge edition if
the customer has more than 15 users.
Sell analytics in conjunction with any active BAiO or SAP Business One
deal (SAP Crystal Server, BI Edge, BI Suite)—Analytics and BI
implementations are not disruptive and are typically quick. You can
demonstrate immediate value and progress while working the BAiO or SAP
Business One deployment. And then you can broaden the number of systems
connecting to the newly installed BI solutions and deliver further functionality
and real-time benefits to your customer, while increasing your revenue and
profitability per account.
2
Relevant
Trends
3
Engagement
Tips
• Want to get even more value out of
their ERP data
• Want to integrate more data sets
• Poor organizational alignment and
accountability
• Inefficient use of resources
• Want faster, smarter decision-
making
• Lack a clear BI strategy
CUSTOMER TRIGGERS
• How much data do you have vs. information?
• How real-time is your information and reporting?
• What are the operational or transactional information needs
you have today that are not being addressed to your satisfaction?
• Do you have accurate information to understand what is
happening everywhere in your business?
• Do you have multiple business units? Do you have multiple
sales channels?
• How many channels are supplying customer data (call center,
web, storefront, etc.)?
• Do you take orders via the web? How is this process
managed and maintained to prevent duplicate or
incomplete records from entering your databases?
• How many unique parts do you inventory? How does that
information feed into your other systems?
• What is being done in your organization to ensure the
information you deliver to the decision maker’s desk is
accurate, timely, and inclusive?
DISCOVERY QUESTIONS WHY SAP WINS
• Better integration; maximum impact with minimal
disruption, especially for SAP customers
• SAP’s governance model and trusted data model
• Full range of solutions—pre-built and custom—to
fll customer-specifc needs
• Pre-built partner content and Rapid Marts for SAP
users available in 10 contexts
• Analytics embedded in business processes for customers
with the latest release of ERP (ECC6 with EHP5)
• SAP experience with departmental and enterprise
deployments
• Integration of the SAP® stack reduces
implementation challenges
• Can grow organically and tap into broader
capabilities when ready
• Ability to deploy reports and dashboards on mobile
devices through Mobile BI
4-5
Portfolio
Highlights
SCENARIO 3: Selling to SAP Small
and Midsize ERP customers
8 Confdential: For SAP and Channel Partner Internal Use only
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
8
Selling to SAP
Small and
Midsize ERP
Customers
9 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
• How much time do you spend chasing data
or proving whose data is correct?
• How often do you need to change
assumptions and re-forecast?
• How quickly does your annual budget
become obsolete?
• How do you plan your staffing levels?
• From which systems do you source your
employee information?
• Are you able to control access to sensitive/
confidential information such as payroll?
DISCOVERY QUESTIONS
• Need real-time access to financial data
• Need to perform analysis, calculations, and simulations
and develop financial reports faster and more accurately
• Lack of exec confidence in numbers
• Manual information validation and reconciliation
• Extensive use of spreadsheets
• Inflexible financial reporting
• Poor accountability among budget owners
• Concerns about sensitive data going into MS Excel
• Struggling to get trusted information for compliance reporting
• Attach to SQL or any database or app purchase or upgrade
CUSTOMER TRIGGERS
SELLING STRATEGIES
Get more accurate forecasting/planning numbers—Many customers are looking for solutions to
solve a specific business pain, such as accurate forecasting and planning. You can significantly increase
the Finance LoB productivity and satisfaction by talking to them about SAP’s BI solutions, and the
ability to pull together data from disparate sources for a single version of the truth.
Target extensive MS Excel-use companies—Many companies are still running their budget planning
and forecasting processes and reporting on Excel. This is especially challenging for Finance with
multiple department inputs, version control, and user errors. Discuss with the Finance LoB heads how
they can spend more time doing analysis and less time manipulating and checking spreadsheets for
errors. They will love the single version of the truth functionality as it saves them significant time and
increases their degree of confidence in their projects and business forecasting.
Target users of MS SQL ad hoc query tool with analytics solutions from SAP—SAP BusinessObjects
Explorer and Dashboard are so user-friendly, end users don’t need to know SQL, and IT and power users
are freed up from writing and running SQL queries for the organization. With SAP’s BI, the query
capability is driven deeper into the entire organization, so IT and the Business Analysts can then focus
on what the query results mean operationally and strategically, instead of developing all the SQL queries
themselves.
Land and expand—Get your foot in the door, and grow the opportunity. Make the BI opportunities
yours as the analytics environment matures within the organization. Expand KPI sets and add new
analytics functionality. Identify the other data source systems. Move into other LoBs. Repeat your
successes with similar customers.
• Broadest product stack
• Live Ofce (included in SAP® Crystal
Server 2011) embeds directly in MS Ofce
• Can automate real-time Excel updates
• Access to SAP® and non-SAP data for a
360° view of the business
• Delivers quality information you can trust
• SAP® solutions are transformational to the
customer’s business
• EPM (Enterprise Performance Management)
is designed specifcally for CFOs
WHY SAP WINS
• Improve business performance from real-time
visibility and insights
• Achieve faster close and more accurate fnancial
reporting
• Eliminate long planning cycles and improve
alignment of plans with strategy
• Easy to provide up-to-date management reports
and analysis across the organization with
harmonized data (single version of the truth)
• Generate accurate fnancial reports that comply
with GAAP, IFRS, FASB, and IAS
• Reduce cycle time and improve accuracy of the
planning and budgeting process
KEY MESSAGES
2
Relevant
Trends
3
Engagement
Tips
9
Selling to
Finance
LoB
4-5
Portfolio
Highlights
SCENARIO 4: Selling to Finance LoB
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
10 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
• How do you measure sales and marketing performance today?
• What issues do you have with data quality and duplicate
records?
• How do you know which campaigns actually drive incremental
revenue? Does this work in certain regions and not in others?
• What is the ROI by campaign? Product? Customer segment?
Region?
• How do you monitor the status of campaigns in real-time?
• How do you identify existing high-value/high-potential customers?
• How do you identify which products/customers
are the best cross-sell/upsell opportunities?
• How do you predict the outcomes based on historical patterns
to decide the optimal marketing-mix investment?
DISCOVERY QUESTIONS
• Maximize marketing investment and get a complete view of
customers
• Improve company brand value and gain 360-degree view of
the customer base
• Optimize marketing spend and deliver sales-ready leads
• Eliminate customer churn and improve customer retention
• Optimize online and social media campaigns in real time
• Calculate ROI and efectiveness of all marketing campaigns
• Reduce customer churn by better alignment of resources
with proftable customers
KEY MESSAGES
2
Relevant
Trends
3
Engagement
Tips
10
Selling to
Marketing
LoB
SELLING STRATEGIES
Target the Marketing department heads and Analysts—Marketing Communications,
Internet Marketing, Database Marketing, Web Analytics, and Product Marketing Managers/
Directors are all good targets. They are responsible for lead generation, marketing
campaigns, social media, product marketing, market and customer segmentation, and
sometimes sales support. They need to track effectiveness of products and campaigns
and are responsible for market and product launches, which require up-front market
analysis. BI provides insight with confidence, and more comprehensive real-time results
tracking from multiple data sources.
Target extensive social media or mobile use companies—These organizations need to make
sense of all the data coming from digital marketing, social marketing/analytics, and mobile
campaigns. Social media data tends to be unstructured, which is harder to analyze without
proper tools. Communicate to customers that they gain an intelligence platform that
provides a trusted complete view of all information assets, structured and unstructured, from
inside and outside the organization, including access to SAP® and non-SAP data.
Target data-driven marketing organizations—Prioritize the marketing departments and
companies that are metrics-centric. These organizations have a measurement philosophy,
where they quantify as much as possible, from ROI to lead to conversion throughput to
campaign reach and conversion to social/mobile outreach event to action taken. They will
enthusiastically embrace SAP BI solutions. Find out where the gaps are and secure a
foothold and incrementally build and widen your reach.
• Need access to social/mobile data and analytics
to assess results of campaigns/products/media
• Need more insight into profitability by product/
campaign
• Dependence on IT for reports
• Must tie into third-party data sources for market
basket use cases
• Disparate source systems, manual downloads,
and manipulation
• Data-driven marketing approach
• Customer retention issues
CUSTOMER TRIGGERS
• More pre-packaged functional
and LoB solutions
• Aligns with customer goals
• Solid technology
• Unifed view including
unstructured (like social media)
and third-party data
• Most powerful BI at fngertips
• Compelling beneft of the
semantic layer providing a
single version of the truth
WHY SAP WINS
Target based on department/company size and type— Smaller
enterprises may need to justify the spend across multiple
departments whereas a single marketing department budget in
a larger company is usually sufficient. You’ll want to promote a
multi-department collaborative approach connecting information
from multiple systems for the smaller enterprises. For larger
companies, target a specific system or a single department’s needs.
4-5
Portfolio
Highlights
SCENARIO 5: Selling to Marketing LoB
10 Confdential: For SAP and Channel Partner Internal Use only
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
11 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
SCENARIO 6: Selling to Sales LoB
Use your own sales orientation—Uncover analytics opportunities with other companies’ Sales departments. You know what would be helpful to sales at all
levels of an organization. Use that knowledge to help uncover the needs and evangelize the opportunities and solutions to your counterparts in other sales
organizations. Consider use cases for inside sales and outside sales, and the need to tie information from both together better.
Sell greater access for field sales—Look for field sales organizations where having access
to more and integrated information would help sales reps qualify and prospect more smartly,
saving them time and enabling them to prioritize the most likely to buy. Find situations where
selling information can be used as a strategic asset, such as being able to easily identify
reference or similar organizations to help shorten the sales cycle and solidify the sales
relationship.
Seek out high- and mid-level sales management—Most sales execs need more real-time
insights into their pipelines, by territory, product, and rep. They welcome information that
gives them more confidence in their sales forecasting and planning, along with more insight
into profitability by customer segment. They also generally need better and more real-time
insights into commission payments and forecasting. Mid-level sales management and Sales
VPs have vested interests in getting these types of information right, along with getting early
alerts about problems or areas needing more attention. Dashboards with drill-down ability,
being able to run “what if” scenarios, and predictive analysis are especially attractive to Sales.
SELLING STRATEGIES
2
Relevant
Trends
3
Engagement
Tips
11
Selling to
Sales LoB
• Do you have complete line of sight into the sales pipeline, leads acceptance,
and conversion?
• What kind of sales information are you not getting today that would be
most useful?
• How do you identify price-sensitive/price-insensitive customer segments?
• What kind of scorecarding or dashboarding capabilities are you using today?
• How do you know which are the best and most profitable prospects to target?
• How is your compensation model aligned to enable your sales strategy?
• How good is the accuracy of your sales forecasting? Have you become as
good as you want at predicting your sales volumes?
• How well do you reward top performers? Do you have different categories
of top performers or track sales performer by product? Industry? Vertical
or horizontal segment? Other?
• What will happen if you change the sales plan?
DISCOVERY QUESTIONS
• Need mobility
• Not getting reports/needed
modifications from IT
• Don’t have visibility on information to
manage sales processes, pipelines,
performance real-time
• Need to optimize sales force efforts
• Inaccurate or not timely information for
sales forecasting and demand planning
• Need to analyze territories and performance
metrics for VP Sales/exec level
CUSTOMER TRIGGERS
• Compelling, scalable, and
comprehensive product
that addresses mobility and
collaborative analytics
• Have industry- and domain-specifc
packaged applications to get up fast
• Strong visual intelligence
• Intuitive self-service user
experience
• Largest market share
WHY SAP WINS
• A road to higher revenue, more customers, and less attrition
• Maximize revenue and increase opportunity-to-sales ratio
• Optimize sales pipeline, product mix, and product oferings
• Make information available to all sales executives in a self-
service manner when and where they need it
• Calculate ROI and improve pricing and packaging with a
better understanding of the ideal product mix
• Identify at-risk customers and ofer efective strategies to
minimize attrition
• Discover trends and uncover new customer segments
KEY MESSAGES
4-5
Portfolio
Highlights
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
12 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
• Leverages structured and unstructured data sources such as the internet and
social media. SAP empowers companies to harness the three biggest trends in tech
(social media, mobile, and the cloud).
• Sentiment analysis via text analysis functionality unlocks insights hidden in
unstructured text sources such as blogs, websites, emails, and support logs.
Delivers analytical view of people’s thoughts and feelings on a customer’s business,
products, and services.
• Whenever and wherever—Add interactive BI access and mobile apps with drill-
down capability to all data. Enable data consumption and manipulation without any
restriction on any device, with complete control of security.
• Real-time access with geo-location awareness—It’s available across all data, and any
volume of data, from spreadsheets to big data, delivered in a targeted fashion to any
mobile device with stunning visual interactivity and smart search across the content.
SoCloMo Analytics (Social, Cloud, & Mobile)
B
E
S
T
• Powerful BI at your fingertips—It’s embedded in the packages, or easily
configured, making it an easy user experience for everyone. Accurate, real-time
answers on any data set are transformational, enabling business-in-the-moment
decisions.
• Common semantic layer—Give users a view of the business that makes sense
and reduces reliance on IT. Easy-to-use semantic layer enables business user
self-service and consolidates data from multiple sources into a single, trusted
version of the truth.
Extreme and Predictive Analytics
B
E
S
T
Entry-level Solution
B
E
S
T
• Fastest and simplest—Discover answers easily from any data, from spreadsheets
to big data. Get answers without having to wait for IT—get better IT control without
the need for end-user handholding. Increases user autonomy and self-serve
fact-based answers.
• Get answers without having to wait for IT—Get better IT control without the need
for end-user handholding. Increases user autonomy and self-serve fact-based
answers.
• For all skill levels—From managers who wish to swipe, tap, and zoom their way to
the answers to analysts mashing up all kinds of data.
• Grows as needs grow—Lets you start anywhere, supports easy transitions, and
provides immediate self-service, reduced deployment, and maintenance overhead.
IT approved for enterprise-wide deployments.
• Faster time-to-action—Fact-based and contextual insights drive better and faster
decisions regardless of where the data lies. Moves beyond the reporting paradigm.
Open Solution
B
E
S
T
• Open and platform independent—Unrivaled integration, bar none. Connects to
nearly any underlying technology. Does not require heavy custom integrations
for apps or databases. Significant use by OEMs—30% of OEMs who embed
SAP® analytics are competitors to SAP® ERP application.
10

• Flexibility—Flexible licensing options reduce up-front capital and TCO while
maintaining a clear path for long-term growth.
• Interoperable and portable—Supports virtually any data source, data type, and
development tool. Works with Microsoft and Oracle tools.
Analytics Vision
B
E
S
T
• Compelling and comprehensive analytics vision and innovation—Address the
key future trends, including collaborative analytics, mobile, big data, decision
support, text analysis integrated in enterprise information management (EIM)
products, and search-based exploration (Explorer). Recognized in Gartner Magic
Quadrant and Forrester Waves.
• Delivers the best framework for running the business—It’s ONE framework for
business processes and analytics that works seamlessly together to help companies
analyze, manage, and optimize all aspects of their daily business from the most
basic to the extremely complex.
• Best-in-breed technologies—Uses the top technology for each specific functionality
delivering the best tool for each job, all from a single, scalable, integrated framework.
Broad and Deep Portfolio
B
E
S
T
• Powerful analytic capabilities—Enable a deeper understanding of the causes
of trends and variances, and the relationship between business drivers, leading
to more profitable decisions.
• Comprehensiveness—Choose the best solution for each specific use case and
industry. SAP® applications can address any business intelligence requirement,
from basic reporting and analysis to highly visual dashboards and exploration,
as well as data integration and cleansing.
• Best fit, right size, right now—Find information exactly as needed, at the time
it’s needed. Best-fit deployment options (concurrent access, name user,
on-demand license models) and functionality packages to choose from are
available to gain business insights right away with seamless upgrades.
• Pre-built analytics applications and pre-built integration—Get quick time-to-
value with content, data models, reports, dashboards, and ad hoc discovery that
are designed to bring meaning and immediate knowledge. Industry and LoB-
specific analytic applications meet the very distinct analytic needs within given
industries and roles. Features pre-built integration with ERP and CRM systems.
• Secure, self-serve access to data via user-friendly views of company data
enabled by and managed at the common semantic layer.
• Best integration and performance on SAP® systems—SAP® BusinessObjects
BI, Edge edition 4.0 drives insights from SAP NetWeaver® Business Warehouse
(BW) component 5 times faster.
2
Relevant
Trends
3
Engagement
Tips
4-5
Portfolio
Highlights
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
13 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
“SAP® solutions are too big, complicated, and
expensive.”
You can start small, and SAP® solutions can grow with you. More
than 50% of customers are small to midsize companies. Let me
show you how SAP® applications can save you money in the long run.
“My healthcare client is on EPIC and can’t buy
BI from me. They must go directly to SAP®.”
Broaden the opportunity beyond the electronic records system.
What about the HR data? What about the fnancial data? Does your
customer want to connect to everything and do the reporting and
analytics of all of their organization’s data, or do they just need a
tool for their EPIC data? Seed the strategic roadmap.
“I already have XYZ point solution.”
SAP BI can complement your existing solution. The fact that SAP®
software is an open standards-based solution allows it to integrate
with your current solution to create one unifed platform for all data.
Tell me more about your current solution and that one area you’d like
to improve or that is missing.
“How does it work with VMware?”
SAP® solutions integrate with just about anything. So, it doesn’t
matter where the solution is hosted or what it integrates with. The
SAP® software semantic layer brings all the data sources together
so everyone has access to the single version of the truth and
information, which stops people having to chase down diferences
in the numbers.
“I have to do my ERP project before I can
get to analytics.”
They really can go hand-in-hand as there would be no disruption to
your ERP project. You’ll want to make sure you’re getting the most
out of your ERP operational data, of course. You’ll also want the ERP
data to be able talk to the CRM data, and the data from all your other
systems, so that your people have access to the information they
need whenever and wherever they need it. Did you know that most
top-performing companies are using analytics and BI strategically in
addition to operationally, and are using it to beat their competition?
Would that be helpful to your company?
“I need more than Crystal Reports.”
SAP ofers a full suite of solutions from SAP Crystal Server to the
Edge edition to the BI suite. The important thing is to understand
what you’re trying to do and what your business issues are so we
can select the right solution for you now. BI applications can be
purchased separately or together and deployed modularly,
integrated through the intelligence platform. And the migration
path is seamless, as your needs change or grow.
2
Relevant
Trends
3
Engagement
Tips
4-5
Portfolio
Highlights
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
14 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
Industry Challenges/Goals How BI helps
HEALTHCARE • Determine and provide best treatment and care
• Operational efciency
• Greater proftability
• Detect fraudulent claims
• Load massive amounts of data while concurrently
analyzing existing data
• Improve patient outcomes with immediate and direct access to
information across multiple data sources
• Analyze disparate data while creating holistic diagnosis
• Dramatically improve program efectiveness at a reduced cost
• Create predictive models for proactive improvement of costs and quality
outcomes
• Monitor and compare KPIs against industry standards
• Empower healthcare workers with decision support anywhere, anytime
FINANCIAL
SERVICES
• Respond to rapidly changing market conditions,
dynamic markets, fuctuating asset valuations
• Huge data volume encumbers analysis
• Maintain stability by reducing costs while
streamlining operations and IT
• Identify growth opportunities
• Address risk and manage compliance
• Gain visibility into transactions and optimize processing lifecycles
• Get predictive insight into customer/market trends to discover growth
opportunities
• Dramatically increase asset performance and value
• Maximize returns and performance with virtually limitless portfolio
simulations and valuation models
• Increase efectiveness and improve management and compliance
initiatives
PUBLIC SECTOR/
GOVERNMENT
• Connect disparate sources of information
• Give staf greater access to information
• Decrease reliance on IT for managed reports
• Increase visibility into operations, programs, and
process
• Reduce the time and cost to improve agency
performance
• Access data from multiple sources
• Analyze large amounts of data
• Get insights through visual intelligence
• Enable data interoperability and info sharing
• Reduce IT costs with self-serve BI
MANUFACTURING • Gain real-time visibility across value chain
• Enable collaboration with partners and customers
• Improve agility and increase proft
• Synchronize CRM, production, supply, distribution, and R&D processes
for demand-driven manufacturing
• Mitigate supplier, compliance, and cost volatility risks
• Increase efectiveness of process improvement methodologies
• Implement real-time performance management across business
functions
2
Relevant
Trends
4-5
Portfolio
Highlights
3
Engagement
Tips
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
15 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
Industry Challenges/Goals How BI helps
RETAIL • Manage large data volumes across channels and
geos
• Improve merchandising and customer marketing/
loyalty
• Streamline the supply chain
• Manage inventory; reduce transportation costs
• Integrate retailer sales data to identify demand changes
• Promote customer programs, accelerate revenue generation by targeting
with personalized ofers
• Get the right mix of products and services by channel and location
• Improve customer service
• Gain greater supply chain control
CONSUMER
PACKAGED GOODS
• Capture consumer loyalty
• Keep ahead of the competition
• Achieve better sales and marketing ROI
• Streamline the supply chain
• Track market trends and consumer preferences to stay ahead of
competition with predictive models
• Gain greater visibility of demand and supply and respond immediately
to changes
UTILITIES • Improve accuracy of supply and demand forecasts
• Take advantage of smart grid meters and profle
data
• Optimize network performance/maintenance
• Streamline customer billing
• Improve efectiveness and cost of sales, marketing, and service delivery
• Increase insight into customer demand and usage behaviors
• Improve enterprise governance of risk, safety, and compliance programs
• Ease administrative and IT burdens associated with data analysis and
reporting across business functions
• Increase operational efciency and lower costs of customer service
processes
2
Relevant
Trends
4-5
Portfolio
Highlights
3
Engagement
Tips
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
5x
High-performing companies
use analytics as a key
strategy element
more than
low performers
9
16 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
Good enough technology and
compelling pricing model
SAP BusinessObjects BI provides a
lower total cost of ownership (per
Gartner); SAP Crystal Server, the
Edge edition, and the on-demand
ofering for low entry price point
New SQL Server 2012 BI package
makes it easier for customers to
license the SQL Server BI portion of
the stack; BI ofering optimized for
Microsoft technology stack
SAP® software integration with, and
support for, Microsoft technologies.
Educate customer on the fact that
their BI from Microsoft includes SQL
Server, SharePoint, and Microsoft
Ofce
Good developer-focused BI Business Analysts and users do not
have to rely on IT
Multiproduct complexity (SQL Server,
SharePoint, and Ofce) is a big
challenge
Scales and integrates easily; proven
semantic layer and integrated EIM
Can’t run on non-Microsoft platforms Cross-platform support; open and
integrates with almost anything
Weak mobile story Strong mobile BI and device
management
Developer-centric ofering centering
on Microsoft Excel; Erector set (do-it-
yourself) needing internal IT resources
to build, implement, and maintain
All-in-one purpose-built BI platform
Business Analytics and
Optimization consulting
organization
As appropriate, either bring in SAP
Industry Principals to position
solutions within a specifc industry
or position the expertise of SAP or
partner consulting organization.
Strong release with Cognos 10 Counter with compelling and
comprehensive product vision that
addresses many key future trends,
including mobile, collaborative
analytics, and analytics of big data
SPSS acquisition progressing
nicely
Position SAP® Predictive Analysis
for desktop predictive or against big
data (via SAP HANA integration).
Cognos Express as mid-market
ofering
Counter with SAP Crystal Server
and SAP BusinessObjects BI, Edge
edition
Single interface: Cognos 10 can
give the impression of being a
single product
SAP BusinessObjects BI 4.0 provides
a stronger unifed user interface
Performance continues to be a
problem (per Gartner)
SAP HANA for in-memory and
applications solves many of the
perennial issues of large complex
BI deployments
Products more difcult to use and
implement than competitors’
Demonstrated interactivity and
consumption of executive dashboards;
SAP® integration via BICS and
embedded analytics
Limited SaaS oferings SAP’s strong commitment to SaaS
and the cloud
License cost Can start small with SAP Crystal
Server, the Edge edition, and the
on-demand ofering and evolve as
needed; also has fxed-price, pre-built,
department- and use-function-specifc
packages
(Oracle Business
Intelligence
Enterprise Edition)
Pre-built BI for Oracle (and
some SAP) applications via BI
applications
Embedded analytics superior to
horizontal applications; open and
database agnostic
Positioning of unstructured data
discovery with Oracle Endeca
Information Discovery
Integrated text analysis with SAP®
BusinessObjects Data Services
Oracle Standard Edition One for
mid-market
SAP Crystal Reports is the de facto
enterprise standard for reporting;
recommend the Edge edition, the
on-demand ofering, and SAP Crystal
Server as appropriate
Lacks innovation Superior SAP story; Gartner considers
SAP an innovator
Does not empower the end user with
easy-to-use tools
Include end users with SAP® Visual
Intelligence application and SAP
BusinessObjects Explorer; position
visual, interactive dashboards
Disjointed and un-integrated EIM
solution
Include EIM for data integration and
data quality, position best-of-breed
standing of both, and the integration
of data integration and data quality as
well as the integration of both in BI
New and unproven BAPI connectivity
to SAP
Position BICS connectivity and
embedded analytics
OBIEE difcult to implement (Gartner
survey)
Rapid deployment solutions from SAP
as well as on-demand oferings
2
Relevant
Trends
3
Engagement
Tips
SAP COUNTER STRENGTHS SAP ATTACK WEAKNESSES COMPETITORS
4-5
Portfolio
Highlights
6-11
Sales
Scenarios
(SQLServer,
SharePoint Ofce)
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
17 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
SAP COUNTER STRENGTHS COMPETITORS
Good narrow point solution
consisting of visual and interactive
dashboards, accounting for 2.3%
of the BI market share (2010)
Best-in-breed technologies across
the BI spectrum—systems and
functionality. Analytics leader with
23% market share (2011)
Simple, easy-to-use product SAP BusinessObjects Explorer, with
Exploration Views, provides an easy-
to-use dashboard-like experience.
SAP Visual Intelligence provides
superior and easy-to-use data
mashup capabilities.
Easy to try and buy, which helps
bypass IT involvement
SAP Visual Intelligence as well
as SAP’s try-and-buy pre-built
department specifc packaging
options; position the Edge edition
and the on-demand ofering when
entry price is of concern
Advanced visualizations and search SAP Visual Intelligence
provides superior data mashup
capabilities with ease-of-use, SAP
BusinessObjects Explorer for easy-
to-use dashboard creation
QlikTech is successfully growing
existing deployments
SAP already has 23% of the analytics
market
Comfortable with selling to LoB/
Business conversations
Many LoB-, department-, and
domain- specifc pre-built packages
available. Leverage SAP’s presence in
the C-Suite
No vision beyond current product Gartner recognizes SAP for BI and
analytics vision
No business metadata or single
version of the truth across multiple
applications. QlikTech recently
announced an acquisition aimed
at fxing this issue, but no public
roadmap is available
Educate on the beneft of a semantic
layer providing a single version of
the truth; SAP shares data better
across all users, with centralized
management, security, and reporting
Behind with EIM, just now acquiring
technology
SAP can ofer best-of-breed and
integrated EIM capabilities including
data quality (which was not part of
the QlikTech acquisition)
Limited enterprise-wide deployments
and enterprise reporting
SAP provides the full range of
BI capabilities (including ad hoc
query, enterprise reporting, etc.) as
well as EIM and EPM; centralized
management and support from a
single semantic layer or administration
system
Pricing for large deployments Full spectrum of enterprise-wide
oferings and pricing, from simple
to complex, including on-demand
oferings
Strong interactive visualization for
analysis, dashboards, and managed
analytic applications
Good visualization with broader
functionality
Ease of use for end users and
developers
Semantic layer enables a single
trusted system that allows business
users to customize their own content
without needing knowledge of the
underlying data and sources
Short-term point solution. Pain of
moving from tool 6 months to 1 year
from now when needs grow
Comprehensive framework and full
functionality providing a single version
of truth
Functionality is more narrowly
defned around analysis and
interactive visualization. What
happens when need to go beyond
dashboards?
Right solution for today AND tomorrow
from a single framework
Lacks broader BI platform
capabilities, such as production
reporting and predictive analytics
Very strong predictive analytics and
production reporting across whole
company and data sources
Will it remain stand-alone or be
acquired? And then what?
SAP is here to stay
2
Relevant
Trends
3
Engagement
Tips
SAP ATTACK WEAKNESSES
4-5
Portfolio
Highlights
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips
18
Resources
18 Confdential: For SAP and Channel Partner Internal Use only
WHAT’S
INSIDE
2
Relevant
Trends
12
Best Sales
Arguments
4-5
Portfolio
Highlights
14-15
Industry
Tips
3
Engagement
Tips
13
Objection
Handling
6-11
Sales
Scenarios
16-17
Competitive
Tips
18
Resources
An excellent place to fnd the resources required to
extend your product knowledge, engage with customers,
and manage projects. Resource Libraries provide easy
access to sales kits, product guides, training, help fles,
release notes, communities, how-to-guides written by
product experts, and more.
• Resource Libraries Home Page: Click here
• Other Resource libraries include:
• Business Intelligence (BI) Login required
• Enterprise Information Management (EIM)
Login required
• Business Planning and Consolidation (BPC)
Login required
• SAP HANA Login required
• Sustainability Performance Management
Login required
• Disclosure Management Login required
Contact your SAP Representative for more information
about enablement or any other SAP® programs.
Free Trials:http://www.sap.com/solutions/
sapbusinessobjects/sme/freetrials/index.epx
Demos
Visual Intelligence:https://www.experiencesaphana.
com/community/solutions/explorer/visual-intelligence
SAP HANA:https://www.experiencesaphana.com/
community/solutions
SAP, PartnerEdge, SAP BusinessObjects Explorer, SAP HANA, and other SAP products and services mentioned herein as well as their respective
logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo,
BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein
as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.
All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves
informational purposes only. National product specifcations may vary. These materials are subject to change without notice. These materials are
provided by SAP AG and its afliated companies (“SAP Group”) for informational purposes only, without representation or warranty of any kind, and
SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are
those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed
as constituting an additional warranty.
Use Pre-packaged Analytics
Go in with pre-built packages to demonstrate and
diferentiate the analytics solutions and SAP’s best
practices thinking. These pre-confgured packages
are also great “try before you buy” options for
customers.
Confgure your own packaged analytics
content and reuse it with multiple
companies
Capitalize on your expertise in the industry, LoB,
or platform and combine it with the powerful BI
solutions from SAP® to create pre-confgured
packages to reuse and resell. Get your packages
qualifed or certifed and sell them to other
members of the SAP® ecosystem. SAP® can assist
you in understanding SAP® solutions industry
capabilities, KPIs, dashboards, reports, and
data models. Develop references and analytics
experience.
Resell other SAP® Partner pre-confgured
packages
If you aren’t looking to confgure your own
packaged analytics, tap into solutions ofered
by others in the SAP® ecosystem. You can resell
Partner solutions or use them as a starting point
to develop and deliver new and relevant solutions.
Certifed solutions can be found on the Build and
Sell microsite in the partner portal or on the SAP
EcoHub (ecohub.sap.com).
Use SAP’s pre-packaged analytics content
SAP also ofers pre-packaged rapid mart solutions
that deliver fast return on investment and can
signifcantly accelerate time-to-value. SAP® Rapid
Marts contain pre-built content, and use pre-
confgured metadata, such as sample reports, pre-
built data fows, business logic, and schema so your
deployment can be completed in weeks.
1
Gartner: Market Share Analysis: Business Intelligence,
Analytics and Performance Management, Worldwide, 2010,
April 2011
2http://online.wsj.com/article/SB10001424052970204468004577
164710231081398.html
3
IDC, The 2011 Digital Universe Study: Extracting Value from Chaos
4
IDC Server workloads 2010
5
Nucleus Research “Analytics pays back $10.66 for every dollar
spent”, December 2011
6
Thomas H Davenport and Jeanne G Harris. Competing on
Analytics: The New Science of Winning. Harvard Business School
Press, March 2007
7
Gartner 2012 CIO Survey;http://www.computerworld.com/s/
article/9223502/The_top_10_tech_priorities_of_CIOs
8,9,10
Competing on Analytics, Thomas Davenport; ASUG / SAP
Benchmarking and Best Practices Survey—Aggregated results
are based on 83 total survey submissions
18
Resources
WHAT’S
INSIDE
2
Relevant
Trends
3
Engagement
Tips
4-5
Portfolio
Highlights
6-11
Sales
Scenarios
12
Best Sales
Arguments
14-15
Industry
Tips
13
Objection
Handling
16-17
Competitive
Tips

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