Epm economy & you published

ENTERPRISE PERFORMANCE MANAGEMENT,
ECONOMY AND YOU

Could the timing for leveraging one of the worst crisis these companies saw. ABB1 when it lost
Enterprise Management (EPM) systems be its investment grade rating and was in the middle of a major
more appropriate? With the slow-down liquidity crisis and Doux Group2 when their profits tumbled in
the wake of bird-flu. These are Type A companies, they plan on
in economy, we are all facing pressures
succeeding and work and invest towards achieving success.
on sales, margins, customer retention
and more. In addition, new laws on Following is the story of EdenOne, another Type A company
compliance, reporting and security are that made strategic technology investments at a sustained pace.
being enforced across industries from Planning at strategic level, making investments, demonstrating
Financial Services to Banking to Health measurable results and gaining internal support is now in their
Care. So the top line is hurting while DNA. This investment has helped them inculate a cultural of
new line-items are getting added to efficiency, effectiveness, speed, visibility and accountability. Let
expense side. us journey with the executives at EdenOne Corporation.

The need of the hour is to bring efficiency in manufacturing, THE GOOD TIMES
supply chain and financial operations. Couple this with
effectiveness of your actions by focusing on what is core to STAGE I: FOUNDATION SYSTEMS
you and take corrective action where needed and you will be
a winner. In these times, we need ability to adapt and adopt EdenOne was like any other traditional company that enjoyed
to changing economic and competitive conditions and to the bounty of 1990s and focused on sales and top-line growth.
communicate the strategy and the required actions down to Customers wanted more and more of EdenOne’s products
front-line shop floor, sales and service organization. and paid premium prices. The CEO and CFO were involved
in customer acquisition, new markets and finding low cost
The question is how do we accomplish this and given the slow suppliers. The analyst meetings were always a pleasure, but the
down, is this a good time to make any investment in this area? only stigma EdenOne had, was that it was an ‘old-economy’
company. EdenOne had invested in an ERP system and was
proud to have a new CRM system in place. The new CIO joined
The business of business is growth EdenOne in early 1999 and got fat budgets for his e-Commerce
initiatives. And shortly after that, the economy slowed down,
Whether the economy slows down or competitive pressures
dot-com bust happened and 9/11 took the remaining breath
increase, the best strategy for succeeding in business is to be
away from the markets.
on offense. Tony Dungy, Bill Belichick and Mike Shanahan sure
do believe in the offense strategy, and their Super Bowl win
records support that. As an organization, the offense strategy THE BAD TIMES
has to be applied, both to internal as well as external factors
(think Porter model). STAGE II: FOCUS AND IMPROVE

In fact, every company is on offense with competition. You It was in these tough times that Cindy took over as the CFO
strive to offer better products and services, enhance value in of EdenOne. She was brought in to bring fiscal discipline
customer’s minds, and evolve tactics that steal market share at and tighten the projects that were committed to in the hay-
the grass root level. But how offensive are you with your poor days. Neither the CEO nor Cindy subscribed to the concept
performing products and your poor performing sales people? of cost cutting. Instead they wanted to ensure that EdenOne
Actually, do you even know how to measure profitability invested in areas that helped improve the operational efficiency
accurately by business line, by product category, by geography and organizational effectiveness. They wanted to increase
– and on a monthly basis? Similarly, are you on offense with investments in innovation and technology that related to
costs within your organization, not just direct travel costs or customers, products and process improvement.
salaries, but resource drains such as in-efficient close process,
manual budgeting and planning process that take valuable First and foremost, the thing she needed was visibility into
analysis time away? company’s data. Having been a business analyst, she knew the
value of having right data at the right time. She hated to wait
Successful organizations are on offense irrespective of for days for IT to build a report and then having to wait for 20
economic environment. Apple undertook development of minutes for report to run from the ERP system. Cindy was quite
iPod and iTunes right through the last recession and benefited technology savvy she knew there is a better way with analytical
when consumers started spending. Oracle Corporation made reporting. She had a conversation with Ivan the CIO about
strategic investments even when stock market was high, and her reporting challenges and they decided to work together
has, in turn made itself somewhat recession proof. Another on doing a package selection exercise and implementing the
trait of successful companies is continued investment in project in next quarter.
technology and strategic assets. ABB and Doux Group are two
companies that invested in EPM tools right in the middle of Cindy had correctly anticipated that the new system would help
her get information on her business quickly and accurately.

10

So one quarter, when the reports showed a spike in Gross planned. Though she was getting field information, but was
Margin to 34.52 percent instead of about 32 percent, Cindy she managing to plans? EdenOne just did not have the culture
wanted to get insight into the reasons. With the on-line analytic of Planning and there was a reason for that. Nobody liked to
capabilities of the Business Intelligence (BI) Application, undertake the long and cumbersome, un-secure and non-
Cindy took about five clicks to drill down from P&L to Sales to collaborative planning exercise using Excel spreadsheets. While
Customer level data by Geography and learned that the margin the business complexity grew, the need of a strong budgeting
went up because the company completed a large shipment to and planning system became more pronounced. Consequently,
a profitable customer in Ohio. On digging deeper, in two clicks the relevance of Excel-based Planning and Budgeting system
she saw that order pipeline and shipments will be down to only went down!
normal levels in the next three months!
Cindy remembered what her mentor CFO used to tell her, “Its
Delighted with the speed of information availability, she spent all about Planning. Plan the Plan and monitor the Plan and
30 seconds reminiscing her early career years, when it would revise the Plan – and do it often.” Cindy knew that the current
have taken her hours and days to explain the spike! She made process could probably help them survive, but definitely not
quick mental calculation of time saved by the six business help them grow and compete! As she pondered more, she
analyst in Finance department and multiplied that by three realized what she really wanted was a system that was driver
times for time saved by Sales, Supply Chain, HR and Production based, fully integrated from Revenue to Expense to Salary
Planning analysts. Cindy was proud of her decision to invest Planning and inculcated a culture of planning. She also wanted
in the BI project that had increased the velocity and quality of the system to be fully compliant and secure.
insight from “What” to “Why”.
In her weekly breakfast meeting with Ervin, the CEO, she talked
From analyzing the past to predicting future about how Sam was predicting savings of $0.8M in 2006 and
exalted the benefits of technology. She also talked about
Over the years, while everyone got used to and settled down how broken the Planning Process was and how she wanted to
with the BI solutions, Cindy was itching for more. She pondered inculcate a culture of planning in the company. Ervin supported
if she should actually be able to predict the margins? She and her idea and encouraged her to look for ways to increase
the CEO knew that the street was getting more demanding accountability and visibility into both, people and processes.
with accuracy of forward-looking results and she needed more He reminded her of the Noah Principle, “There are no rewards
insight into her business, in a proactive and actionable manner. for predicting rain. You only get rewarded for building the ark.”
She started running these thoughts again with Ivan, the CIO The first action that Cindy took after the meeting was to fix
of the company. In their conversations, Ivan mentioned about a lunch appointment with Ivan, Sam, Heather the VP of
a demo he had seen on Siebel Analytics (now OBIEE) in a Human Resources and Frank, the Financial Controller for
conference on pre-built analytics. He told Cindy that those pre- March 19, 2006.
built analytics could help her predict results rather accurately.
Cindy was excited about the prospect of being prepared to Piecemeal to strategic approach
explain the variances in advance! She could see her and the
CEO’s confidence going through the roof before every analyst Ivan, Sam, Frank, Heather and Cindy brainstormed over an
call. Ivan and Cindy undertook the project to implement extended lunch session on taking a holistic view of what
Predictive Analytics in sales organization and later that year Ivan termed as “EPM Roadmap”. The virtues of Enterprise
extended that tool to Supply Chain organization. Performance Management, or EPM, Ivan explained, were
many and far reaching. It encompassed not just Planning
Sam, the VP of Supply Chain was very excited about his ability and Budgeting solution or Profitability Management solution
to do Spend Analysis and Supplier Performance. He was never that Frank wanted or the Scorecarding solution that Heather
before able to prioritize his suppliers or reward or punish his had wanted to implement, but it would almost alter the way
suppliers based on their performance! He started predicting EdenOne ran, managed and measured itself.
the Procurement Cycle Times for each supplier based on
their geography and scalability and negotiated $0.5 million in At the end of the lunch, the group decided to let Frank run
savings in 2004 alone. the EPM effort, and Ivan volunteered to invite vendors for first
round of conversations. Cindy was to report into Ervin and the
THE CIRCLE OF ECONOMY: GOOD TIMES ARE BACK AGAIN board and request for budget approvals. Walking out, Cindy
quipped that ‘she was becoming an IT junkie and had never
PHASE III: SUPPORT THE GROWTH imagined she would be so closely involved in IT solutions’. Ivan
concurred and said that he was becoming more of a business
Needed: Culture of Planning executive than IT and demanded a higher level of coordination
with business.3
As Cindy got accustomed to deeper insight into her business
and was able to predict sales, costs and quarterly financials, Following is the High-Level EPM Roadmap that EdenOne came
she had started to long for more. She realized that what she up with:
was getting from her BI Application was still reactive, it was not

11

EPM ROADMAP FOR EDENONE

Expected Business
Benefits from
EPM Solution
Implementation

Enter, Ervin the CEO She was still very glad that it had been good six months that
EdenOne had an EPM effort underway and had a viable
EdenOne had seen healthy growth in domestic and exports road-map in place. The EPM effort was also maturing with
markets in last few years. This gave renewed confidence to Ervin strengthening relationships with Hyperion, the product vendor,
and to the board that the company was ready for aggressive and their consulting partner, a boutique firm focused on BI and
growth. Towards end of 2006, Ervin had started serious EPM solutions. She was also glad that they were on schedule
conversations with the Board and Senior Management about with the expected go-live of Hyperion Planning and Budgeting
specific overseas acquisition targets to support growth, hedge solution in December 2006, so that they could roll the system
from domestic recession cycles and to invest extra cash. Cindy out with Outlook process in January 2007. She also knew that
had recently become part of those conversations and supported their EPM strategy would be the center-piece in executing the
the strategic direction of the company. She also knew that growth strategy.
as EdenOne bought other companies around the globe, she
would need a robust consolidation solution as well. The following week she reported Ervin’s plans to the EPM
Steering Committee. The committee members agreed that

12

they needed to act fast – actually, very fast. The committee DÉJÀ VU – ECONOMY SLOWS DOWN AGAIN
discussed opportunities that this new direction presented and if
they could implement solutions that could help Ervin and other STAGE IV: SPEED UP YOUR INVESTMENTS
executives manage the growth more effectively. Implementing
Hyperion’s Performance Scorecard solution was the number While EdenOne’s executives were basking under the warmth of
one on everyone’s agenda as the next step. They also discussed their global growth, the local economy started to show signs of
implementing Hyperion Financial Management for multi-entity, slow down towards the end of 2007. By January 2008, the signs
multi-currency consolidation. of economic slowdown became more pronounced. Although
the results of 2007 were still strong, a section of Board started
2007 – A year full of action questioning if a ‘Growth Oriented CEO’ was the best choice to
navigate EdenOne through the recession.
EdenOne did not lose much time and as they entered 2007,
they announced an acquisition in Europe and a factory in China. Ervin was keenly aware of cutting costs and requested a two
They entered into a partnership with a local company in India day off-site meeting with his Executive team to review 2008
to tap the local markets. All the senior executives saw new budgets and expenditure in light of economic slow-down.
challenges and opportunities, Frank and Cindy were traveling Along with their departmental presentations, Cindy and Ivan
to India, while Sam was spending time in China. Ivan was in sponsored a special session on EPM Roadmap. In the off-site
Europe working on merger-integration. Technology was the in February 2008, the EPM Steering Committee made a strong
thread that kept the company humming while executives were business case for EPM projects and suggested continued
traveling, the BI dashboards highlighted the exceptions to investment in Hyperion Financial Management go-live in Q2 of
existing processes, results and KPIs. This helped the traveling 2008 and Hyperion Business Modeling, Hyperion Profitability
executives to focus and manage by exceptions in the two hour Management and Hyperion Strategic Finance as the next set
working overlap that they got with their teams in the US. of products to be implemented, not necessarily in that order.
While the Executive committee was unanimous in slashing costs
Just as the executives were crisscrossing the globe, the at many places, they were equally unanimous in investing in
Performance Scorecard effort was being rolled out in the US. R&D and innovation and maintaining the push for EPM projects.
The scorecards were a close reflection of the global expansion Ervin actually argued to expedite EPM adoption with rolling out
strategy and operational efficiency measures. The Logic Models Scorecard globally and opined that EdenOne still had plenty
broke down the strategy into measurable and accountable cash remaining for more buy-outs in late 2008 or early 2009
actions across four perspectives of Learning & Growth, Internal when many a good assets will be available for much lower
Processes, Customer and Financials. Implementing Hyperion cost. To optimize the M&A evaluation criterion, Ervin requested
Performance Scorecard was a significant leap ahead, as it took prioritizing the implementation of Hyperion Strategic Finance
EdenOne way beyond traditional KPI focused Dashboards (HSF) by summer 2008.
and helped it manage and measure the company’s strategy
implementation in a truly proactive manner. It also allowed With the help of Scorecard solution, they evaluated which
unprecedented collaboration between supply chain, plants/ initiatives were aligned with the EdenOne’s revised corporate
operations, sales and finance. The exceptions were captured objectives for 2008 and 2009. They identified cost cutting
dynamically, corrective actions were implemented and both measures of about 2.7 percent of sales – something that was
tracked and documented. They could trend the improvement going to directly impact the bottom-line.
in a particular measure and know if their tactical initiatives were
resulting in tangible and measurable improvements or not. The Board Meeting
The benefits of the EPM effort within the company were lauded Ervin reported to the board that he and the executives had
by one and all and Ervin always found a way to mention the identified expenses that totaled to about 2.7 percent of sales
Hyperion Planning or Hyperion Performance Scorecard in the and that it was giving more aggressive push to EPM adoption.
Analyst calls. This, he said, reflected to the stakeholders that The board wanted more aggressive cuts in expenditure and
EdenOne was on the cutting edge when it came to managing wanted to slow down EPM efforts and cut consulting costs.
the business tight and the executives knew that there was no Charlie the critic led a more vocal beating of Ervin.
revenue loss or expense leakage and EdenOne was on top of
compliance issues. Ervin was better prepared and his next slide showed the gains
made from EPM efforts:
The rising stock price was a positive reflection of enhanced
confidence the market had in Ervin and EdenOne.

13

EPM PROJECT: EXECUTIVE BRIEFING

* Estimated Savings Per Year

The next slide in Ervin’s presentation contained the tag-line:

About Syntelli Solutions Inc.
EPM Savings Scorecard:
Syntelli Solutions is a dynamic, fast growing consulting
Savings in Tangible terms = $7.0 million company focused on BI and EPM Solutions. Our expertise
Savings in Intangible terms = 3 FTEs is in helping our clients define and execute their BI and
EPM vision by partnering and collaborating. We deliver
Having confidence and visibility into EdenOne’s the best solution at the best available price-points. For
business = Priceless your BI and EPM design, install and implementation and
training needs please visit us at www.syntelli.com or call
877.SYNTELLI (796.8355).
CONCLUSION
The board was totally impressed by the two closing slides on
EPM. Ervin got unanimous support and Charlie the critic turned
appreciative and was the first to support extension of Ervin’s term
by another five years. EPM project got full funding and support
even when the economy was slowing down. This reflected that
Board and Executives considered it as a strategic investment
rather than an expenditure. Ervin and the Executive Committee
were proud that their Board had ensured that EdenOne remained
a winning Type A company and their push for EPM.

1
ABB implemented Hyperion Strategic Finance. Read about their success
story at www.oracle.com.
2
Doux Group implemented Hyperion Financial Management and
Associated Reporting Suite to get visibility into profitability and other
operational, as well as financial, KPIs.
3
Read more about EPM Roadmap at www.syntelli.com/RAE.

14

Epm economy & you published

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