How do you seamlessly integrate to your most critical enterprise applications in order to give your employees a simple view into a very intricate backend? Join us to learn from our community of expert magicians (err... architects) that have successfully connected their complex backend applications and magically flattened the layers between the end user. You too can increase the productivity of your sales and service reps by masking the complexity of order-to-cash, MDM, territory management, HR, and commissions applications-- we'll show you how.

1. Making the Complex Simple
The Magic Behind Backend Integrations
Ritesh Arora and Mudit Agarwal, VMware
Bhuvan Thakur and Sohail Sikora, Salesforce.com

2. Safe harbor
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looking statements.

3. Ritesh Arora
Sr. Manager, Salesforce Technical
Services

4. Mudit Agarwal
Salesforce Solutions Architect
@2mudit

5. Bhuvan Thakur
Director, Solution Engagement

6. Sohail Sikora
Director, Strategic Services
@abbrevtalk

7. Agenda
 Integration – Why we integrate?
 About VMware
 Salesforce.com Journey
 Why did VMware integrate?
 VMware Integrations
 Sales Cloud
 Service Cloud
 In Retrospect
 Future of Integration at VMware

8. Force.com – Why Do We Integrate?

9. All about VMWare
 VMware is the Proven Market Leader
 $3.77 billion in 2011 revenues
 >$4.5 billion in cash and equivalents
 30%+ operating margins
 ~11,000 employees worldwide
 5th largest infrastructure software
company in the world
 Proven in the Trenches
 300,000+ VMware customers
 100% of Fortune 100
 100% of Fortune Global 100
 99% of Fortune 1000
 97% of Fortune Global 500
As of mid-2011,
about 81%
of installed VMs are
VMware-based
Gartner, June 2011

10. VMware Salesforce.com Journey
Phase 1 PRM
(2009)
Phase 2 – Lead Mgmt
(2009)
Phase 3 – Sales
Cloud (2010)
Phase 4 – Service
Cloud (2011)
Roadmap
Releases
Single ORG
• Internal users: 8K
• Partners & Users: 58K / 366K
• Customers: 348K

11. Why did VMware integrate?
• Partner, Sales & Service cloud implemented in a single ORG
• Leverage common objects across business processes
• Supporting over 360k partners on Partner cloud
• Next generation of CRM functionality
• Reduced our dependency on internal Operations teams to support
infrastructure for Sales/ Service/ Partner cloud
Salesforce and VMware are the leaders in visualizing/ implementing
the Cloud in the market place. This shared vision is a Huge Win

13. Integrations Breakdown
0
1
2
3
4
5
6
7
8
Partner Sales Service
8
4
8
5
3
66
1
3
Real-Time
Batch
External

14. All about Sales Cloud Integration
 Enterprise Territory Management
 Eloqua
 Universal Customer Master
 Digital River

15. Sales Cloud - Enterprise Territory Management
Rules
Repository
Hierarchy
Repository
Territory
Engine
Integration
- WorkFlow, mapping, scheduler
- Data Standardization & Enrichment
0
10
Account Lead OpReg
1.1
8.4
0.5
Av. Vol. /day(1,000)
Benefits:
• Transaction Accuracy
• Increase productivity
• Enable go-to-market strategies
• Reduce administrative and support time

16. Sales Cloud – Eloqua
Eloqua
0
1
2
3
4
5
6
Lead Contact
2.1
5.4
Av. Vol. /day(1,000)
Benefits:
• Real time lead update into Eloqua
• Real time Lead & Privacy Data update
into SFDC
Lead &
Privacy
Data
Contact

17. Sales Cloud – Universal Customer Master
UCM
Fusion Middleware
Benefits:
• Account Standardization/ Enrichment
• DUNS provide better Territory
Assignment
• Account Master
0
0.1
0.2
0.3
0.4
0.5
Account
0.5
Av. Vol. /day (1,000)

18. Sales Cloud – Digital River
Fusion
Middleware
Benefits:
• Streamline experience with SSO
• Initiate buying from SFDC itself
• Automated content visibility
0
0.5
1
1.5
Orders
1.5
Av. Vol. / day (1,000)
Digital
River
Orders Confirmation
Order
Processing

19. All about Service Cloud Integrations
 Portal
 CTI
 Bugzilla – Knowledge
 eForm

20. Service Cloud Integrations – Custom Portal to SFDC
Oracle EBS/
Entitlements
File
Attachments
Fusion Middleware
Custom
Portals
Benefits
• Scalable/Robust
• Same look & feel as all VMW portals
• Enables Entitlement checks in Oracle
• Uses Enterprise Middleware @VMW
• Enables integration with Nirvanix

21. Service Cloud Integrations – CTI Integration
Oracle EBS/
Entitlements
CTI
Benefits
• Give VMW customers flexibility
• Every Customer has a CN/ Accnt #
• Check Entitlements in Oracle
• VMW users report improved
performance

22. Service Cloud Integrations – Bugzilla-Knowledge-SFDC
Bugzilla (Bug
tracking)
Knowledge
Mang.
Fusion Middleware
Benefits
• Makes TSE’s life easier
• Provides bug info to Customer
• Helps in giving ETA of a bug fix is TSE
has it
• Gives KB info to Customer

23. Service Cloud Integrations – eForm & eForm Loader
eForm App
eForm Loader
(Informatica)
eForm My
SQL DB
Benefits
• Continuity in Services apps for users
• Ability to handle Customer Calls

24. In Retrospect
24
Functional
Non-
Functional
Piecemeal
Standards
Test, Test
and Test
New
Technology

25. Future of Integration - Scenarios
Integration Layer
SFDC Cloud X
Scenario -1
Scenario - 2
Scenario -3

26. Cloud-2-Cloud Integration
Integration Layer
SFDC Cloud X
Int. Service

27. Cloud-2-Cloud Master Data
Integration Layer
SFDC Cloud X
Int. Service
Master
Data
Master
Data
SFDC

28. Key Takeaways
• Why integrate with Salesforce.com?
• Understand Business Value Add
• Types of Integrations
• Proposed Future Integration roadmap

29. Ritesh Arora
Sr. Manager, Salesforce
Technical Services, VMware,
@arora_rits
Mudit Agarwal
Salesforce Solutions
Architect, VMware
@2mudit
Bhuvan Thakur Sohail Sikora
Director, Solution
Engagement
Director, Strategic Services,
@abbrevtalk