confidential

Intel’s CRM Journey

Daryl GanasGeneral Manager, Customer Capability Director, Sales and Marketing OperationsIntel Corporation

Jeff StaleyDirector, Industry Solutions GroupSAP America, Inc.

© SAP 2008 / Page 2

1. CRM Market Trends and SAPJeff Staley, SAP America, Inc.

2. Intel’s CRM JourneyDaryl Ganas, Intel Corporation

3. Q&A

Agenda

© SAP 2008 / Page 3

SERVICEMARKETING

SALES

Mobile

Powered bySAP NetWeaver®

End-to-end, Industry-specific

Processes

ANALYTICS

WebChannel

InteractionCenter

PartnerChannelMgmt

CUSTOMER

The SAP CRM SolutionThe SAP CRM Solution

SAP CRM Simple and Powerful

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CRM Market Trends and SAPCustomer Driven Growth

360°Customer View

Industry-Relevant (Channel Marketing Funds & TPM)

End-to-End Processes

Simplified, PersonalizedUser Experience

Microsoft OfficeIntegration

Mobile Form Factors

Real-Time OfferManagement

Business CommunicationsManagement

Service PartsManagement

Growyour business

Delightyour customers

Empoweryour team

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Integrated Sales, Service and MarketingUnique Capabilities for Semiconductor Companies

Opportunity Management/ Design Win:

Standard sales, sales ops mgmt, opportunity mgmt

Design-In (Initiate) through design-win (Quotation)

Robust Partner Channel Management:

Channel Inventory Tracking, Ship & Debit Claims, Price Protection, Revenue Recognition

Control of Channel Marketing Spend/MDF:

Funds management, integrated claims management, collaborative processes

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SAP Empowers the Business User

Executive Sales dashboardExecutive Sales dashboard

Pipeline Performance ManagementPipeline Performance Management

© SAP 2008 / Page 7

1. CRM Market Trends and SAPJeff Staley, SAP America, Inc.

2. Intel’s CRM JourneyDaryl Ganas, Intel Corporation

3. Q&A

Agenda

CRM at Intel

Daryl Ganas General Manager, Customer Capability

Director, Sales and Marketing Operations

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Intel OverviewIntel Overview Intel OverviewIntel Overview

Intel provides chips, boards, systems, and software building blocks for the computing and communications industries

• $38.3B revenue in 2007

• ~85,000 people operating in 50 countries

• Four different sales forces selling into 130 countries

Corporate snapshot

• Hyper-competitive environment

• Strong shift to consumer, mobile and Emerging Markets

• Increasingly critical focus on customer orientation

Sales & Marketing Ops Goals

•Greater agility to support business growth

•Shift from home grown apps to enterprise

•Shift to the web for greater efficiencies – marketing, support, sales

•Greater user participation to improve decision support.

•“Giving time back to the field”

Nearly 3 out of every 4 new SAP deployment on Intel platforms

SAP-Intel relationship since ’94

Research, engineering, sales & marketing, co-development & optimization

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Current Environment/Focus Area’s – 2008Current Environment/Focus Area’s – 2008

SAP Replatforming

Corporate initiative(R/3 to Netweaver, ERP 6.0)

Customer Orientation/Giving time back to the field

Supporting Marketing Shift to online

System Flexibility to Support Business Model Changes

Simplify the environment

End of Life(EOL) of legacy apps

Today Future

Getting from here to there will require changes in how we

do things

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• 3 year strategy, however must deliver value every 3-6 months

• Data and process alignment are critical CRM foundation elements

• Minimal customization required for out-of-box CRM solution

Intel’s Path to CRMIntel’s Path to CRMIntel’s Path to CRMIntel’s Path to CRMTelesales

Campaign Management

Segment Builder

CHM

Master Data & Contact Mgmt

Partner Marketing

Issue Management

Account Mangement (SFA)

Opportunity Management (SFA)

Replatforming - CPS

Analytics

Future

2007

2008+

2009+

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Business Challenges:

• Low cost & high scale touch

• Quicker adoption of new products

• Revenue in Emerging Markets

• Higher customer loyalty

Business Benefits:

• Integrated SAP solution brings customer data together better targeted marketing

• Interaction Center enables our 230+ agents in 10 sales centers to increase personal touch in a lower cost model.

• Contact 70k members, 2 campaign per qtr

• 1 Process, 1 Tool, some local adaptation

• Channel Management has allowed us to scale Sales and Partner Program reach into 130+ countries/ +1200 Emerging Market Cities

Channel SalesChannel SalesChannel SalesChannel Sales

Channel Sales Profile

SAP CRM is becoming the center of channel operations

at Intel

BroadChannel

Top Accounts

AgencyTouch

Intel Touch

~100,000 E-Touch

~57,000

5,000

Channel Sales Profile

BroadChannel

Top Accounts

AgencyTouch

Intel Touch

~100,000 E-Touch

~57,000

5,000

Channel Sales Profile

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Business Challenges• 2k+ Commissioned Sales Reps

covering 130 Countries

• Silo’d CRM Capabilities – Siebel & Home Grown Solutions

• Diverse Sales Processes

Business Imperatives• Increase Time Spent “Selling”

• Standardize Sales Processes• Account Planning• Opportunity Management• Performance Metrics

• Reduce TCO by Consolidating Multiple CRM Tools to a single, shared SAP CRM instance

Sales Force AutomationSales Force AutomationSales Force AutomationSales Force Automation

Core Intel Selling Motion

Direct PC Brands, ODMs

Embedded Industrial

Channel SMB

Influence Global 2000

Retail Big Box, Indies

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Business Drivers: •Increase partner participation, and effective utilization of MDF

•Shift from transaction oriented finance focus to collaborative co-branding and co-marketing

•Current Environment: Fragmented Solutions, High Maintenance Costs, Frustrated Users

Approach

• Customer collaboration via co-marketing programs

• Industry standard processes

• Iterative deployment of capabilities

• SOA design for integration of custom services

• SAP partnership for MDF within CRM framework

Planned SAP CRM Marketing Capabilities

• Campaign Planning & Management

• Marketing Development Funds

• Budget/Resource Planning

• Segmentation

• Analytics

Marketing Development Funds Marketing Development Funds Marketing Development Funds Marketing Development Funds

Co-marketing Co-branding

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Business Challenges:

• Tech Support process integration & simplification across groups/Geos

• Diverse needs of stakeholders (Customer Support, multiple business units)

• Roadmap to include Division tools

Business Benefits:

• Integrated SAP solution brings data together Customer, Channel, Product & Issue

• Better Returns & Fraud control capabilities

• Unify 7+ contact centers handling over 750K issues per year

• Will EOL 2 aging issue management applications

CRM ServicesCRM ServicesEnterprise Issue ManagementEnterprise Issue Management

CRM ServicesCRM ServicesEnterprise Issue ManagementEnterprise Issue Management

SAP CRM will become the standard for technical

Support at Intel

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Return on Investments Goals:

Key Learning's:

• 3 year strategy, however must deliver value every 3-6 months

• Data and process alignment are critical CRM foundation elements

• Minimal customization required for out-of-box CRM solution

2008 SAP CRM Plans

• CRM 2007 Upgrade

• Finish MDF work, being deployment

• Issue Management – Improve customer resolution. Consolidate 4 custom tools to 1 integrated solution

• Analytics – “Instrument the business”.

• Develop next generation External Customer Portal

SummarySummarySummarySummary

SAP CRM Yields Tangible ROI

Objective Result

Reduce Cost 15%+ Savings YoY

Increase Customer Face Time

20% Increase

360o Customer Data

Sales, Service, & Marketing Views

© SAP 2008 / Page 17

1. CRM Market Trends and SAPJeff Staley, SAP America, Inc.

2. Intel’s CRM JourneyDaryl Ganas, Intel Corporation

3. Q&A

Agenda

© SAP 2008 / Page 18

Join SAP and Intel for the Third Annual Semiconductor Industry Value Network

Wednesday, October 22

Intel Keynote 8:30 am – 9:15 amDaryl GanasGeneral Manager, Customer CapabilityDirector, Sales and Marketing Operations

A great opportunity to:

Visit http://www.sap.com/usa/industries/hightech/index.epxfor more information and to register for the event

• Network with your peers in the

semiconductor industry

• Share best practices and lessons learned

• Discover how to identify and co-innovate

new solutions and integration scenarios

for critical semiconductor industry

requirements