A collaboration between:

#BP4CP

Delivering Profitable Growth with Net Revenue Excellence

Why is it always “either or,” not “and”?

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OR

User-Friendly but Standalone

Out of the Box but Not User Friendly

Ethan DameronDeloitte Consulting

Senior Manager, Digital Business & Strategy

Introduction

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Carol LeeKraft Heinz CompanyAssociate Director, IT,

 Planning and Analytics

Jeff WagnerKraft Heinz Company

Associate Director, Sell To Customer Business

Integration

Colby SheridanSAP

Global Director, Sales & Trade Management

Solutions, Consumer Products

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The Kraft Heinz Journey

1. Drive effectiveness and efficiency of trade spend by expanding and integrating pre and post-event analytics capabilities

2. Standardize, simplify and integrate sales processes by leveraging SAP capabilities

3. Harmonize processes and applications across US and Canadian zones and across Business Units

Why did we pursue this?

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We sought out to design a full solution for Sales

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Funding & HQ

Planning

Sales Dashboard

Customer Revenue Planning

Scenario Analysis

Promotion Planning & Execution

Pre- and Post-Event Analytics

What did this mean for Sales?

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Current Goal 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Planning

Execution

Analysis

Planning

Execution

Analysis

…Less time planning, more time selling!

Sales Pain Points

• Cumbersome, time consuming system

• Multiple, disparate systems

• Unintuitive reporting

• Little visibility into profitability

• Slow system speed

• Offline integration with Demand Planning

• Data integrity issues with information sent to Post Event Analytics Tool

• Integrated system with minimal delays

• Simplified and intuitive user experience

• Customized decision-oriented dashboards

• Ability to plan multiple scenarios

• Automated sharing of data with Demand Planning

• Less offline trackers

• Improved data integrity and better data interfaces with Post Event Analytics Tool

Sales Benefits

We used a persona-based and agile approach

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Developed using agile / iterative techniques

• Captures holistic user needs to be more efficient

• Involves end-users early and often, leading to better adoption

• Improves design decisions resulting in a higher quality product

• Builds a customer-centric organization

Tools

Demo.

Objectives

MotivationPain Points

Tasks

Unified Experience andIntegrated Apps

Each Role

Persona-based, ‘Day-in-the-Life’, ApproachWhat How

• End user inputs & feedback

• Existing business requirements

Clickable prototype that the end-user can use and provide feedback on

Sprint 1 Sprint 2 Sprint 3

UX Iterative Design

Validate

Design

Inputs

Output

• Ride along sessions

• Industry and UX leading practices

Planning and Design

A tool for Sales designed by Sales

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71

Training and Roll Out

Workshops with participants across key functions

30 Average participants per workshop

892 Requirements captured

15 Accounts and channels represented in the workshops

120 Identified “Change Makers” meeting on a monthly basis

10User Experience “Champions” tasked with conducting live demos

20 Awareness sessions to build readiness for new Sales tool

600+End Users trained in live instructor-led courses across 6 locations

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Introducing…

Placeholder for video...Reveal

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Results and Learnings

Our Impact and Results

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“My team is going to be very excited about this and they are just going to want to dive right in and get into the tool.”

“It took me ten hours to plan last year; this year with REVEAL it took me three.”

Reveal End Users

“Wow. This is so fast!”

End-User Feedback Training Survey

Adoption Metrics highlight success:• 99% of annual plans built prior to first roll-up date

• Record low defects for a program of this scale

• Minimal follow-up training sessions required

• The Reveal training program scored 4.5/5.0, indicating that it achieved it’s objectives

• Respondents are overwhelmingly excited with the launch of Reveal, “…the system was outstanding and a real upgrade over the status quo!”

• Access to trainers and SMEs were instrumental in driving these results, one user mentions “It was invaluable having the SMEs/tech support on site.”

• Focus on process first and technology second

• Invest in change management and training

• Engage Sales early and always consider Sales point of view by using a persona-based design approach

• Prioritize usability and select a user-friendly interface (e.g. HTML5) to drive adoption

• Use sprint cycles and an agile design process for the UX

• Be judicious with design decisions and customization and avoid deviating from SAP standard

• Vet design challenges with your SAP partner

What we learned along the way

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Tomorrow…

… is Here

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Rapid Delivery and Hosted Models in

Cloud

Focus on Profitability &

Analytics

Integrated Data and Optimization

Q&A

How to Contact Us

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Carol Lee, Kraft Heinz Companycarol.lee@kraftheinzcompany.comlinkedin.com/pub/carol-lee/b/81a/14b

Ethan Dameron, Deloitteedameron@deloitte.comlinkedin.com/in/ethandameron

Colby Sheridan, SAPcolby.sheridan@sap.comlinkedin.com/in/colbysheridan

Jeff Wagner, Kraft Heinz Companyjeffrey.wagner@kraftheinzcompany.comlinkedin.com/pub/jeff-wagner/2/409/664