sales playbook for partners: application integration solutions

TALEND | Sales Playbook For Partners: Application Integration Solutions | 2012-04 | v1.0 1

Sales Playbook For Partners: Application Integration Solutions

Value Proposition, Qualification, Objection Handling, Proof Points and more.

Talend | April 2012 | v1.0

http://www.talend.com/index.php


TABLE OF CONTENTS

TALEND HOLISTIC INTEGRATION

What is Application Integration ? 4

PROBLEM SPACE 5

Target Buyer 5

Target Buyer Initiatives, Challenges and Desired Benefits 6

TALEND VALUE PROPOSITION 8

Talend Unified Platform Overview 8

Talend Unified Platform Benefits 8

Talend ESB Value Proposition 9

Key Benefits - Talend Enterprise ESB 10

Key Benefits - Talend Open Studio for ESB 11

Key Benefits - Talend ESB Standard Edition (SE) 11

Key Differentiation - Why Talend 12

QUALIFYING OPPORTUNITIES 13

Open Ended Questions: Apache Developers 15

Open Ended Questions: Corporate Developers 15

Open Ended Questions: Architects 15

Open Ended Questions: IT Directors / IT Managers 16

Open Ended Questions: Talend Data Customers 16

Qualifying Budget Authority Need Timeline (BANT) 17

CUSTOMER USE CASES 17

Online Case-studies: 17

Friendly Bank 18

Clever Clogs University 19

Mega Insurance 20

OBJECTION HANDLING 20

APPENDIX A – LEAD QUALIFICATION SCRIPT 23

APPENDIX B: TARGET BUYER DESCRIPTIONS 24

Developer (User Buyer) 24

Architect (Technical Buyer) 25


Operations (User Buyer) 26

Project Manager (Technical Buyer or Influencer) 26

Director of IT / IT Manager (Economic Buyer) 26


TALEND HOLISTIC INTEGRATION

WHAT IS APPLICATION INTEGRATION? Gartner defines application integration as…“making independently designed and developed applications work together”. Because of the key role it plays in making the right data available to the right consumer at the right time, application integration has a critical position in enterprise IT. Projects to produce modern, distributed applications that use an application infrastructure have been around for almost a decade. As developers created these applications, they learned that they don't stand-alone. Thus, IT must leverage additional application infrastructures to integrate the applications they deploy to achieve data consistency, build new composite applications, incorporate those applications into the execution of business processes and link them to external business partners. Today's software infrastructure is being challenged by new demands, including cloud computing, big data and mobile computing.


PROBLEM SPACE

TARGET BUYER The top 3 target buyer types for application integration are:

Developer (User Buyer) Designs and implements code. Participates in meetings to gather requirements, reviews designs, and validate results. Provides second-level technical support. Evaluates tools for ease-of-use in development, debugging and deployment. Confirms that APIs meet project requirements. Sometimes charged with performance testing.

Architect (Technical Buyer) Influences how applications are built. Specifies technologies and best practices. They will not personally use the software, but does need to confirm that it meets requirements. Frequently central to the buying process. Manages the RFI process and POC process.

Director of IT / IT Manager (Economic Buyer) Assesses business case, alignment and prioritization of proposed project with respect to corporate goals. Administers departmental budget. Seeks ownership of tactical and strategic responsibilities from reporting team managers. Reduces costs and complexity of IT environment by limiting number of vendors.

Please see Appendix B - Target Buyer Descriptions for detailed descriptions of each of the buyers.

Example Target Buyer Titles Below are specific job titles that have been involved in recent sales opportunities - look for these titles when prospecting integration opportunities:

Developer / Sr. Developer

Service Designer

Architect/Senior Architect /Chief Architect

Data Security Architect

Enterprise Architect

Lead Architect

Director of IT

Director of Systems Architecture

Director/VP of Application Architecture

Director/VP of Software Development

Sr. Program Analyst

Target Industries While application integration applies to multiple industries, the following tend to have dedicated IT resources in house:

Financial services (capital markets, insurance and banking)

Communications and media

Transportation and logistics

Public sector


TARGET BUYER INITIATIVES, CHALLENGES AND DESIRED BENEFITS

Developer – Apache Key Initiatives Challenges Talend Benefits Design and implement code to create Web services and integrate business applications

Requirements are changing so quickly that it’s impossible to keep up

Pre-configured packages provide a quick and easy way to deploy into popular production environments

Sometimes charged with performance and other testing

Delivering high quality while meeting development deadlines

Use a Java Domain Specific Language (DSL) to configure routing, thus minimizing the need to work with large numbers of XML configuration files

Increase personal productivity and quality of performance

High costs of enterprise integration stacks prevents access to tooling

Get started today with immediate access to stable, certified versions of the leading open source integration technology without expensive software license costs

Develop new skills to stay marketable

Gaining experience with many projects in order to advance career

Gain competitive advantage by adopting the latest integration innovations and standards – like OSGi – with no upfront investment

Developer – Corporate Key Initiatives Challenges Desired Benefits Quickly create re-useable services to meet the application requirements of the business

Prolonged and delayed projects

Reduce time-to-market with pre-configured packages and documented examples based on real-world experience

“Leave and Leverage” legacy applications/systems as they adopt a new enterprise platform

Applications are old and brittle and documentation is sparse

Front-end legacy applications so they can be incorporated into a modern infrastructure without disrupting deployed systems

Facilitate workflow across multiple groups and/or organizations (composite apps, orchestration…)

Changes to one service often break other processes

Increase flexibility with a lightweight, extensible and modular architecture that can be configured for any application topology, including cloud

Evaluating tools for ease-of-use in development, debugging and deployment

Limited documentation, training, samples, etc. available to learn new technology

Documentation, code samples and services help you to build robust enterprise software that can be trusted to run mission-critical IT systems

Keeping skills current Gaining experience with many projects in order to advance career

Gain competitive advantage by adopting the latest integration innovations and standards – like OSGi – with no upfront investment

Evaluate open source alternatives to existing application integration infrastructure

High costs of enterprise integration stacks requires long budget cycles or complex sales process to gain access to tooling

IP indemnification of open source based offerings shields you from legal costs and damage fees related to patent disputes as well as potential trade secret, trademark and copyright claims


Architect Key Initiatives Challenges Desired Benefits Integrate IT infrastructure of a newly acquired company

Mix of heterogeneous technologies including legacy organized in silos, creating complexity and brittleness

Easily integrate disparate systems and applications with a lightweight, extensible and modular architecture configurable for any application topology, including cloud and Big Data

Architect integration infrastructure to support the business requirements today and tomorrow

Change is constant –changing requirements lead to long project cycles and unhappy internal customers

Avoid unnecessary complexity and expand incrementally by adding just the functionality you need when you need it

Address data management and application needs in concert through a holistic approach

Transactions now involve highly complex, real-time arrangements of data and application interactions to meet customer expectations (acceptable latency)

Easily access, transform and process how data is exchanged between applications via a holistic approach to best-in-class integration

Director of IT / IT Manager Key Initiatives Challenges Desired Benefits Deploy new applications and infrastructure to meet business requirements

Silos hinder innovation and agility for IT, operations, and the business, which leads to waste, inefficiency and lost opportunity

Increase flexibility with a lightweight, extensible and modular architecture that can be configured for any application topology, including the cloud and Big Data

Investigate alternatives to break dependencies on existing infrastructure vendor solutions

Subservience to a single commercial vendor leads to increased costs and lack of long-term value for money from current implementation

Eliminate vendor lock-in by employing software created through open standards and development processes

Find and retain talented staff Finding experienced resources is difficult and expensive, and existing internal resources are disgruntled/overworked

Programming models based on popular open source integration projects make it easier to find and retain skilled resources


TALEND VALUE PROPOSITION Talend delivers the only unified platform that makes data management and application integration easier by providing a unified environment for managing the entire lifecycle across enterprise boundaries. The Talend unified platform combines common graphical tooling, repository, deployment, execution and monitoring capabilities, allowing organizations to rapidly take advantage of more applications and data resources than ever before.

TALEND UNIFIED PLATFORM OVERVIEW

According to Forrester, “taking a more holistic approach to integration challenges enables enterprises to increase the success rates of integration projects,” and that’s what Talend is facilitating through its unified platform. Talend employs the same unified platform for its data integration, data quality, master data management (MDM), application integration and process management solutions. Talend bridges silos, allowing integration solutions to play a key role in making the right data available to the right consumer at the right time. Using best-in-class open source technology, Talend’s unified platform consists of common graphical tooling, repository, deployment, execution and monitoring capabilities.

TALEND UNIFIED PLATFORM BENEFITS The Talend Unified Platform offers a much greater return on investment (ROI) when more than one discipline is used by providing common tooling, artifact storage, deployment, execution and monitoring capabilities. Consolidating the overall architecture on a single user interface, code base and security model eliminates “one-off” integrations, leverages a common IT infrastructure, and minimizes application development and support costs. The benefits of a unified approach include:

Lower time-to-value by dramatically reducing implementation and setup time as compared with the rollout of separate solutions

Speed time-to-market by allowing developers to focus on meeting user requirements rather than getting the various application components to work together

Increased ease-of-use and reduced training costs, because data management and application integration are exposed through common user interfaces

Lower operating and maintenance costs through simplified upgrades delivered as single packages


Higher productivity because users can perform all integration-related functions from one environment

Improved user experience and higher adoption rates through graphical user interfaces with a common look and feel

BENEFITS OF OPEN SOURCE For a variety of reasons, a growing number of forward-looking enterprises are concluding that open source software provides the best solution to their application integration needs. The right open source application integration solution can deliver key benefits such as:

Genuine openness and agility: In application integration, perhaps more than in any other area of IT, genuine adherence to open standards is crucial to a solution's power and longevity. Commitment to open standards and interoperability is a core principle of the open source software movement. Using an open source application integration solution is the best way to ensure that your enterprise infrastructure remains flexible, "future-proof", and not locked into a particular proprietary technology.

Continuous innovation: The best open source projects are marked by passionate community involvement and ongoing de-centralized innovation, a dynamism that proprietary solutions can't match.

Cost savings: An open source solution to your application integration needs will cost far less than proprietary software, both in up-front investment and in ongoing expense.

The power of community: The developer communities that surround mature, active open source projects are an outstanding source of insight, advice, and application extensions.

TALEND ESB VALUE PROPOSITION The industry leader in open integration solutions, Talend democratizes application integration by providing open source solutions to address any integration challenge – from simple departmental projects to complex, heterogeneous IT environments. Use Talend ESB to apply service-oriented architecture (SOA) principles to easily integrate and expand systems and applications using leading Apache open source projects. Talend ESB is fully integrated into the Talend Unified Platform. The common runtime is based on OSGi standard and the cornerstone of the ESB runtime environment, providing a lightweight, modular and adaptable execution environment primed for today’s enterprise IT requirements.

Versatile and Flexible

Easily access, transform and process how data is exchanged between applications via best-in-class application and data integration.

Easily embedded, Talend ESB can leverage existing infrastructure hardware for integration solutions.

Distributed and Lightweight

Talend ESB is based on a distributed architecture, eliminating bottlenecks and single points of failure.

Increase flexibility with a lightweight, extensible and modular architecture that can be configured for any application topology, including the cloud.

http://www.talend.com/resource/enterprise-infrastructure.html


Flexible and Extensible

Built on an extensible architecture, supports a broad set of protocols, data formats, and languages, and allows developers to easily add support for proprietary and custom interfaces.

Avoid unnecessary complexity and expand incrementally by adding just the functionality you need when you need it.

Easy-to-use

Drag-and-Drop User Interface. Rapidly develop, build, test and publish Web services, data services, REST applications and mediation routes with an easy-to-use, graphical interface

Easy to Deploy.

o Easily deploy Web services, data services, REST applications and complex mediation routes in high performance, lightweight and embeddable packages that can be configured for any application topology.

o Preconfigured out-of-the-box to work in all popular Java environments

Comprehensive Management Capabilities. Easily monitor application and data service events and drill-down into individual service statistics for in-depth analysis of inter-process service activity

Open Source Accessible

Immediate Access to Innovation. Gain competitive advantage by adopting the latest integration innovations and standards with no upfront investment.

Community Collaboration. Expand your influence on leading Apache integration communities through deeper collaboration with key contributors of source code.

Eliminate vendor lock-in by employing software created through open standards and development processes.

Open and Standards-Based. Talend ESB is powered by the most widely used open source integration projects in the Apache community and is built by the same developers who are key committers to these popular projects.

Ready to start today. Talend Open Studio for ESB and Talend ESB SE are free to download and use, for as long as you want. No budget battles or endless delays - just accessible, reliable open source integration, starting today.

Enterprise-Class

Get started today with immediate access to stable, certified versions of the leading open source integration technology.

Reduce time-to-market with drag-and-drop creation and configuration, prebuilt packages and documented examples based on real-world experience.

Deploy into production with confidence – rely on enterprise support and services backed by key Apache contributors and leaders.

KEY BENEFITS - TALEND ENTERPRISE ESB

Easily integrate applications, data and systems across functional, enterprise, and geographic boundaries. Talend Enterprise ESB is the first to combine application integration with data management, allowing businesses to cope with the daily volume of data in an increasingly connected world. Talend


Enterprise ESB enables developers to easily build reliable, scalable and secure REST, Web and data services to quickly integrate heterogeneous IT environments, both on-premise and in the cloud.

Key Capabilities In addition to what Talend ESB SE includes, Talend Enterprise ESB also provides:

Multi-User Development Environment. Share integration artifacts and collaborate on projects across teams through a shared repository and multi-user development environment

Centralized Repository for SDLC Best Practices. Normalize engineering operations and promote build process best practices with a enterprise repository that manages the storage and versioning of artifacts and allows them to be shared among a team of developers or administrators

Centralized Deployment Console. Gain centralized control over the deployment and upgrade process with a graphical console for managing Web service, REST, data services and messaging routes deployed to Talend ESB

Comprehensive Management Capabilities. Easily monitor application and data service events and drill-down into individual service statistics for in-depth analysis of inter-process service activity

Integration without Coding. Quickly create Web services, REST applications, data services and messaging routes with an easy-to-use, graphical interface based on Eclipse

KEY BENEFITS - TALEND OPEN STUDIO FOR ESB

Quickly create and manage Web services, data services, REST applications and messaging routes with an easy-to-use graphical user interface. Only Talend Open Studio for ESB allows developers to develop, build, test and publish Java Web services, REST applications, data services and messaging routes – all from a single user interface. Users can leverage existing skillsets through an easy-to-use, drag-and-drop Eclipse environment as they rapidly integrate systems, applications and data sources.

Key Capabilities

Drag-and-Drop User Interface. Quickly create Web services, data services, REST applications and complex messaging routes with an easy-to-use, graphical interface

All-in-one Testing and Service Simulation. Increase the success of projects by identifying issues through automated tests during development

Rapid Time to Deployment. Quickly deploy Web services, data services, REST applications and messaging routes and manage upgrades – all through a centralized deployment console

Dynamic Mediation. Use Enterprise Integration Patterns to mediate messages between services without knowledge of deployment or container configuration details

Familiar Eclipse-based Tooling. Leverage existing skillsets by working in the well-known Eclipse development environment

KEY BENEFITS - TALEND ESB STANDARD EDITION (SE)

Easily integrate distributed systems across functional, enterprise, and geographic boundaries. Talend ESB Standard Edition (SE) is a versatile and flexible, enterprise service bus (ESB) that allows organizations to address any integration challenge – from simple departmental projects to complex, heterogeneous IT environments. Powered by the Apache CXF, Apache Camel, Apache Karaf and Apache ActiveMQ open source integration projects, Talend ESB makes enterprise-class integration

http://cxf.apache.org/

http://camel.apache.org/

http://karaf.apache.org/

http://activemq.apache.org/


accessible by delivering a cost-effective and easy-to-use way to integrate and expand systems and applications.

Key Capabilities

Versatile and Flexible. Easily deploy Web services, data services, REST applications and complex mediation routes in high performance, lightweight and embeddable packages that can be configured for any application topology.

Dynamic Mediation. Use Enterprise Integration Patterns to mediate messages between services without knowledge of deployment or container configuration details.

High Performance. Delivers high throughput combined with transparent failover and load balancing to ensure that SLAs are met

Easy to Deploy. Preconfigured out-of-the-box to work in all popular Java environments

Enterprise Class. Built, tested, and certified using Talend’s real world experience deploying into large scale enterprise IT environments

KEY DIFFERENTIATION - WHY TALEND Integrate data sources, applications and processes with a unified user interface

Only Talend Open Studio for ESB allows developers to develop, build, test and publish Java Web services, REST applications, data services and messaging routes – all from a single user interface. Users can leverage existing skillsets through an easy-to-use, drag-and-drop Eclipse environment as they rapidly integrate systems, applications and data sources.

Dramatically increase IT productivity with the only unified platform for application, data and process integration

Talend delivers the only unified platform that makes data management and application integration easier by providing a unified environment for managing the entire lifecycle across enterprise boundaries. The Talend unified platform combines common graphical tooling, repository, deployment, execution and monitoring capabilities, allowing organizations to rapidly take advantage of more applications and data resources than ever before.

Best-in-Class data integration

Talend augments its application integration solutions with best-in-class open source data integration, which allows developers to easily access, manipulate and process data. Combining the two means that developers can expand access to a variety of systems and applications and incorporate the data from these systems into overall processes. The result is the most comprehensive open source solution on the market today for data and application integration.

Legal guarantees of intellectual property protection

Talend offers intellectual property (IP) indemnification of open source based offerings as part of its support subscriptions to shield customers from the legal costs and damage fees related to patent disputes as well as potential trade secret, trademark and copyright claims.

Easily change services on-the-fly without disrupting operations

Talend integration solutions support the OSGi standard to deliver full control over the service lifecycle – allowing services and IT systems to be versioned and upgraded in a coordinated and managed way. Services can be installed, started, stopped, updated, and uninstalled in a production environment without bringing down the whole system. This allows users to manage


software dependencies that can become problematic over the lifetime of software projects and ultimately reduces downtime – a constant battle for IT organizations responsible for managing critical business systems.

Cost-effectively scale your SOAs and rapidly support increases in demand

Talend provides increased flexibility with a lightweight, extensible and modular architecture that can be configured for any application topology, including the cloud. Architected around a microkernel architecture, Talend application integration products avoid unnecessary complexity and allow you to expand incrementally by adding just the functionality you need when you need it. And you can reuse existing developments in new projects, gaining time-to-market and productivity.

Timely access to open source innovation – with the only supported solution Powered by Apache CXF and Apache Camel

Because Talend ESB products are “Powered by Apache”, users get access to the best, most innovative Web services framework and rule-based routing and transport mediation engine shortly after it becomes available in the communities. As new functionality is incorporated into the project source code (approximately every 8-10 weeks), Talend engineers certify and release new, stable versions of related Talend products for download.

QUALIFYING OPPORTUNITIES Questions to Ask Listen for/ Follow up What is the overall need behind your evaluation and/or inquiry?

Integrate IT infrastructure of a newly acquired company

“Leave and Leverage” legacy applications/systems as they adopt a new enterprise platform

Create re-useable services to use in current and future business applications

Facilitate workflow across multiple organizations (composite apps, orchestration…)

Break vendor lock from existing infrastructure provider (e.g., IBM, Oracle)

Other… Is this related to a specific

project?

For example are you…? [If necessary, suggest examples on right]

Adopting SOA for your organization

Modernizing existing applications through service enablement

Integrating systems and/or applications

Implementing a comprehensive integration solution

o Does it include data integration?

o BPM?

o Management and monitoring?

Other including vertical industry projects (e.g., Financial services STP, Telco OSS/BSS integration)

Other including functional-business project (e.g., ERP, call center integration)


Questions to Ask Listen for/ Follow up

Other ... Are you already using any

other application

integration solutions?

[If Yes] Which one(s)? Are you happy with the product(s)? Do you plan to use your current integration solution for this new project?

[Yes - Happy] What do you particularly like about it?

[No - Unhappy] What are the things you would like to see improved?

FuseSource, WSO2, JBOSS, SoftwareAG, Tibco, IBM, Microsoft, Oracle, SAP, Progress Software, Informatica, other?

[Yes – Plan to use] Are you looking at other < PICK ONE: SOA Framework, ESB, Service Factory> solutions besides Talend? Which one(s)?

[No – No plans to use] So what are the main criteria for the new solution you are looking for?

What types of

applications are you

attempting to integrate?

SAP, Oracle, Peoplesoft, JD Edwards, Microsoft, Siebel, Retek,

DB2, salesforce.com, MQ Series, CORBA, CICS, internal

applications, others?

What types of tools and

technologies do you use

in your day-to-day

development projects?

Eclipse

Protocols such as HTTP, HTTPS, FTP, XMPP, RSS

Data formats including EDI, JSON, CSV, HL7

Languages such as JS, Python, Scala

Scripting languages, through JSR 223, such as Groovy, JavaScript and Ruby

What are the most

important standards to

you as an integration

developer?

Distributed OSGi

JAX-WS

JAX-RS - The Java API for RESTful Web Services

SAAJ - SOAP with Attachments API for Java

WS-I Basic Profile 1.1

WS-Reliable Messaging

WS-Policy, WSDL 1.1

WS-Security, WS-SecurityPolicy, WS-SecureConversation, WS-Trust

WS-Addressing, SOAP 1.1, SOAP 1.2, Message Transmission Optimization Mechanism (MTOM)

Are you using any other

open source technology

in IT?

[Yes] Which ones?

[No] Is there a specific reason for that? Would you be open to try an Open Source alternative like Talend Open Studio?

Have you reached any

conclusions regarding [Yes] What is your opinion?


Questions to Ask Listen for/ Follow up Talend Open Studio? [No] Would you like our help during the evaluation process?

OPEN ENDED QUESTIONS: APACHE DEVELOPERS Additional Questions to Ask Apache Developers Are you currently using Apache CXF (TSF)/Apache Camel (TIF) or any other Apache project? If yes: how active are you in the community? What is your current interest in services and integration? Do you have a formal project?

Have you had an opportunity to use any of the documented examples? If so, which one(s)?

Are you already using any other application integration solutions? Which one(s)?

How many other developers on your team are using these technologies?

Are you using any other open source technology? Which ones?

What standards are most important to you as an integration developer?

What is the typical process for installing and deploying service updates? Are you using OSGi?

What types of tools and technologies do you use day-to-day?

OPEN ENDED QUESTIONS: CORPORATE DEVELOPERS Questions to Ask Corporate Developers What is the overall need behind your evaluation and/or inquiry? What types of applications are you attempting to integrate?

Are there applications or systems outside of your control with which you need to integrate? Who

manages them today and how do you access them?


What types of tools and technologies do you use in your day-to-day development projects?


What standards are most important to you as an integration developer?

What is the typical process for installing and deploying service updates? Do you use OSGi?

OPEN ENDED QUESTIONS: ARCHITECTS Questions to Ask Architects

What is your organization’s enterprise application integration strategy? What technologies are at the heart of your existing integration infrastructure?

What types of applications are you attempting to integrate?


Do you have a specific project that is driving your search for an SOA / ESB / BPM /integration

solution?


What standards are most important to your organization?


What is the relationship between the application and data groups within your development

organization?

OPEN ENDED QUESTIONS: IT DIRECTORS / IT MANAGERS Questions to Ask IT Directors / IT Managers

Do you have a specific project that is driving your search for an SOA / ESB / BPM /integration solution? What is the timeline for the project? When do you plan on having the new solution in place? Are

there any schedule drivers/constraints?

What types of applications are you attempting to integrate?

What technologies are at the heart of your existing integration infrastructure?



How many developers will be using the solution?

Who will decide on the technology solution for this project?

Has an approved budget been allocated for this project? If so, how much? Who has authority for

budgetary approval associated with this project?

OPEN ENDED QUESTIONS: TALEND DATA CUSTOMERS Questions to Ask Talend Data Customers

How are you using Talend [insert data product] today? Are you happy with your data integration tools? Do you understand the benefits of Talend? Do you have any data services deployed today? How many and for what purpose?

What triggered your interest in application integration? Do you have a specific project that is

driving your search for an SOA / ESB / BPM / integration solution?

What types of applications are you attempting to integrate? What technologies are at the heart

of your existing integration infrastructure?

How is application integration handled in your organization? Do you have an application


Questions to Ask Talend Data Customers integration team?

What is the relationship between the application and data groups within your development

organization?

Tell me about your current company integration strategy.


QUALIFYING BUDGET AUTHORITY NEED TIMELINE (BANT) Questions to Ask

What is the timeline for the project? When do you plan on having the new solution in place? Are there any schedule drivers/constraints? Has an approved budget been allocated for this project? If so, how much?

Who will decide on the technology solution for this project?

Who has authority for budgetary approval associated with this project?

How many developers will be using the solution?

CUSTOMER USE CASES Customers use Talend’s Unified Platform to integrate distributed systems and applications, service enable legacy applications, and provide a more agile integration fabric to extend their enterprise. Here are the ways Talend customers are getting the most benefit from Talend’s open integration solutions.

ONLINE CASE-STUDIES:

One of Germany’s largest savings banks

One of Germany’s largest insurance companies

A global media conglomerate

A global logistics firm

More case studies and customer references Talend application integration customers as of April 2012 include: Company Use Case(s)

ACME Postal Large Distribution and Logistics ACME Postal is the world’s leading postal and logistics services group offering comprehensive services in

ACME Postal - Customer Information System “Mail-360°”provides a view of the customer and is a Single Source of Truth for every service consumer within Mail-360. The canonical model for the customer master data gives a normalized view on business – and private customers. Functional online services represent the business transactions and data from this process is connected in an asynchronous manner to the other key systems

http://www.talend.com/open-source-provider/casestudy/CaseStudy_AI-Finance_EN.php

http://www.talend.com/open-source-provider/casestudy/CaseStudy_AI-Insurance_EN.php

http://www.talend.com/open-source-provider/casestudy/CaseStudy_AI-Media_EN.php

http://www.talend.com/open-source-provider/casestudy/CaseStudy_AI-Logistics_EN.php

http://www.talend.com/open-source-provider/reference.php


Company Use Case(s) international express, air and ocean freight, road and rail transportation and contract logistics.

and applications. Mail-360 provides high performance fuzzy searches within the customer data area – these are protected by approval processes and quality is assured by more than 120 business rules, as corrections on addresses and detection of duplicates, etc. The solution is based on a best of breed approach and is also designed to be highly available. Approximately 15 other systems uses these services and 5,000 online users send approximately 35 million requests through the system each year.

ACME Postal - Order Management (AM) Every year ACME Postal delivers more than 25 Billion letters for their business customers. Centralized order management gives complete transparency on all product related customer revenues. It links customers and their service partners with post internal departments like marketing, billing, customer services and transportation systems, giving customers the flexibility and opportunity to manage their mailings via the Internet. The track and trace module informs customers about the current status of their mailings. The whole process chain is assured without media – breaks. Talend is used in more than 60 service operations and all communication styles are used in this business critical application.

FRIENDLY BANK Financial Services Friendly Bank is a large German bank. Its business model is built on four pillars: Retail Banking and Regional Corporate Banking, in which the Bank has an excellent position as an innovative, customer-oriented bank; Capital Markets, for which they offer selected activities and Real Estate Financing, which is focused on the requirements of investors and residential development companies throughout the region.

Nowadays providing new customer-oriented products represents a core driver to success in the highly competitive financial services sector. But the IT infrastructures historically employed across the sector often act as inhibitors, prolonging the time it takes to get new products to market. Application-specific “IT silos” tend to exist in isolation from one another, are time intensive and costly to integrate and exhibit high levels of functional redundancy. One of Germany’s largest savings bank associations wanted to create new business by providing online loans to private customers. In order to make the process as cost effective as possible, processes such as customer credit checks need to be completed automatically. But developing a new application silo is out of the question and instead the bank wants to implement an SOA concept that, if it proves successful, can be expanded into other areas of the system landscape. For the bank two factors come into play when selecting SOA platforms: the software needs to be inexpensive but nevertheless provide fully-fledged functionality, security and expandability. Talend’s open-source ESB platform excels in this regard, making it the ideal solution for the bank. As part of the project some 18 online services were developed using the Talend ESB. These included credit check services, calculating loan payment terms as well as customer information and offer management. Here the sales front end is provided by a web application that is connected via SOAP / HTTPS. High security


Company Use Case(s) standards are achieved by using built-in authentication and authorization functionality, whereas operations monitoring is achieved using Talend HQ. This solution not only proved quick to develop and implement but also boasts very low operational costs. Indeed, given the solution’s merits, the bank has now embarked on an SOA strategy designed to gradually integrate existing siloed applications into the platform.

CLEVER CLOGS

UNIVERSITY Education, Pharmaceutical / Biotech, Research Clever Clogs University is on track to becoming one of Australia's leading research universities. It's their goal that by 2014 (their 50th anniversary) they will be among the top eight research universities in Australia and one of the top 200 in the world.

As typical with most educational institutions, the IT infrastructure at Clever Clogs University experiences significant peak demands several times a year when students enroll, select courses, and retrieve grades. This demand is compounded by several other factors including the size of the University (nearly 50,000 students) and its recent growth rate (~10% per annum). More challenging however, was their existing legacy infrastructure - a distributed set of operational data stores, creating the need for massive batch synchronization jobs nightly. These batch jobs, tying together fifteen disparate databases and networks, created peak demand levels that forced Clever Clogs University to consider constantly adding new compute and storage capacity and network bandwidth. It also forced the University to limit the access of students during peak demand periods, such that enrollment had to be spread out over a week-long period. This was a stop-gap solution, solely designed to smooth out the workload on their existing systems. In dealing with these challenges, Clever Clogs University sought a new solution that would accomplish several objectives:

Implement a single, centralized data warehouse that contained all up-to-date records, removing the need to perform cumbersome batch ETL operations.

Provide real-time access for students to perform enrollment more quickly and seamlessly, rather than metering and restricting access to limit demand levels.

Allow for the ability to easily integrate to external agencies and partners where required.

Talend won over several noteworthy competitors including Oracle and Informatica. Among the reasons why Talend acquired Clever Clogs University as a new customer was the ability to deliver a predictable and low cost solution. This underscores the economic value proposition of the subscription based pricing model and open source in general. Also important in winning the business was the ease of integration with external agencies. Finally, since Talend offered the customer a unified solution that coupled together the benefits of ETL and an ESB, we were successful in capturing this new business.


Company Use Case(s)

MEGA INSURANCE Financial Services Mega Insurance Group is an insurance-based financial services provider with a global network of subsidiaries and offices.

Mega Insurance – one of the largest private insurance companies – wanted to use automation to substantially improve response times to requests from brokers and reaction times to process alterations. The company called in an external analyst to help identify a software platform capable of fulfilling these demands. Talend ESB was selected over more heavyweight solutions from well-known commercial vendors. Talend’s chief merits were its highly modular component infrastructure, portability and flexibility of integration with existing IT assets, lightweight computing resource footprint, comprehensive support for open standards and its low risk subscription pricing structure. The underlying Talend ESB linked existing middleware systems to fully leverage existing assets. Talend ESB acts a standard way to reduce the dependency on proprietary middleware such as IBM Websphere and Microsoft .NET. The Talend ESB light-weight solution created “smart endpoints”, that allows direct peer-2-peer connectivity rather than routing all messages through a central hub. This was not achievable with other ESB solutions, where a hub(broker) is required. For security the Talend ESB’s Secure Token Service (STS) has enabled single sign on across different domains and middleware implementations. The final solution was developed quickly and easy to deploy while at the same time it boasts very low operational costs. Based on the solution’s success, the bank has now embarked on a SOA strategy designed to gradually integrate existing siloed applications into the Talend-based SOA integration platform.

OBJECTION HANDLING After every objection: use empathy, never use ‘BUT’. Try to end with “That’s why it would be interesting for you to speak with a consultant.” OBJECTIONS EMPATHIES TREATMENTS/STRONG IMPACTS I already have a solution and I don’t want to change.

Oh, which solution is that? I’m glad

that you are happy with it; I heard

that it’s a good product.

Talend is a different type of solution

and could complement your current

one for new projects, or to replace

custom developments if you have

any.


OBJECTIONS EMPATHIES TREATMENTS/STRONG IMPACTS I’m testing another

solution right now

and am not

interested at the

moment.

You’re right – testing is critical to the

success of a project. Have you taken

a look at Websites that show

comparative studies of the different

solutions available on the market

today?

I could email you a couple of links to

reports from independent industry

analysts.

Our online overview could help you decide if it is worth evaluating Talend in your current selection process.

I don’t have time to

see a Web overview

right now.

I understand—you have priorities

and we all need to optimize our time.

We could do this via a WebEx,

without you leaving your desk. We

could also answer any questions you

might have in less than 30 minutes.

I don’t have an

appropriate project

at the moment.

It sounds as though your IT

infrastructure meets your needs.

However, with the constant increase in new applications and services your project might need more integration flexibility in the future, so perhaps we can talk again later.

In the meantime, if you want to take

a look at our new solution, you

could see for yourself how an open

source application integration

solutions that allow you to leverage

your existing systems, speed time-

to-value, and reduce ongoing cost.

I know the product; I

tested it; and I’m not

interested.

Oh, sorry to hear that! Could you tell

me why you are not interested?

I know that –enterprise integration solutions can be complex to implement. Our training and consulting resources can help you more effectively evaluate our integration solutions.

We’ve helped many of our customers take an incremental approach to evaluate their application integration projects. This approach allows them to demonstrate the benefits of Talend’s Unified Platform and scale the solutions in the future.

I encountered

technical problems

and gave up.

Of course, powerful application

integration solutions like ours can

appear complex at first. Why don’t

you give a chance to show you what

it is capable of? That will save you a

lot of time.

Why don’t you let us troubleshoot

your project and see what went

wrong?

The diagnostic is free.

I have no decision

power.

This is not a sales call, it is primarily

to help educate you about the

benefits of the solution.

A short appointment could help you

be the one that brings a great

solution to the attention of your

decision-makers.


OBJECTIONS EMPATHIES TREATMENTS/STRONG IMPACTS I have downloaded

the product but

haven’t tested it yet.

(Call me later when

I’ve given it more

thought).

I understand that you have only a

limited time available. Why don’t

you give us a chance to show you

what the product is capable of? That

will save you a lot of time.

Integration projects can be complex

and can be challenging to get

started on. In a short meeting we

could answer the questions you

might have that would help you

determine how to get started on

your evaluation of the product.

Our company policy

is to only do in-house

development.

It is true that in-house development

can best be customized to meet your

particular needs. Moreover, you

don’t need to pay for a license.

Our software represents the best of

both worlds: You will free up your

developers’ time. And furthermore,

with open source you don’t need to

buy a license and you are still able to

extend and modify the code if

needed.

Our company policy

is to buy commercial

off the shelf (COTS)

software only.

I understand why your company

would want to use commercial off

the shelf software: broad market

adoption and availability of support

resources are attractive benefits.

Talend is a ‘commercial open source

company’. This new trend in the

open source model offers

guaranteed professional support

and proven products while

remaining a very cost effective

solution.

Talend’s Unified Platform is an extremely interesting alternative and is currently installed in some of the world’s largest enterprises [YOU CAN MENTION CUSTOMER REFERENCES].


APPENDIX A – LEAD QUALIFICATION SCRIPT This script can be used AFTER a partner has identified that an end-customer has some type of IT project with which they may need help. Hello, I’m <XYX> from <Partner Company Name>. I understand that your department is working on an XX type of project. Do you have time for a couple of quick questions about your project? No – Set up another time to speak Questions to ask:

1. Can you please tell me a little bit about your project. What are you trying to accomplish?

2. In your project, do you see a need for data or application integration?

3. Have you identified the tools that you want to use for that area/those 2 areas?

4. Are you interested in using an IT consulting firm to help you implement your project? The Pitch: We are experts in Data Management and Application Integration and we have partnered with best-of-breed software companies who can help you with those aspects of your project. I would be happy to send you some information about our company and about Talend, which is the industry leader in open source data and application integration solutions. If prospect is interested in SOA / ESB / BPM / Integration, the following script will apply: Follow-up call: Did you get a chance to review the materials we sent regarding our company and Talend?

[No] Can I guide you to specific materials that might help in your discovery process?

[Yes] Great! So what did you think? Did it pique your interest? Did it raise any questions that I can answer for you? (Basis for a new project? Part of an evaluation? Satisfying professional curiosity?)

And then, what did you think about the materials we sent related to Talend’s Unified Platform? Did you understand how they would relate to your project? Do you have questions about the Talend’s open integration solutions?

[No] Can I guide you to additional materials that might help in your discovery process? [Yes] Great! Maybe I can answer your questions now. Or we can set up a time where we can do more fact-finding and then later on set up a demo. [If there is interest…] We could give you a head start on your evaluation by having a Talend Professional Services Consultant show you an online overview of the main benefits and capabilities of Talend’s Unified Platform. Are you available next [Tuesday at 2 pm] or would you prefer [Thursday at 10am]? [If they prefer to have more time to investigate it on their own] How much time do you need? OK, then can we set up a date and time for me to call you then to gain your feedback on the offering and answer any questions you may have?

[Then go to project qualification or project evaluation section]

[IF PROSPECT DOES NOT WANT TO SPEAK FURTHER, CLOSE WITH BELOW]

Is there somebody else that should be contacted in your company for this presentation? —or who might be interested to hear more about us? [Name, Title, Phone, email]


Thanks for your time; have a wonderful day.

APPENDIX B - TARGET BUYER DESCRIPTIONS

DEVELOPER (USER BUYER) Designs and implements code. Participates in meetings to gather requirements, reviews designs, and validate results. Provides second-level technical support. Evaluates tools for ease-of-use in development, debugging and deployment. Confirms that APIs meet project requirements. Sometimes charged with performance testing.

Help him increase personal productivity, increase skill development and put in a quality performance

Typically reports to a technical manager (IT manager or Engineering manager, the latter more common in big companies). May belong to a SOA Center of Excellence or Integration Competency Center if one exists. May have an “architect” title but has a day-to-day responsibility of writing code.

Must meet development deadlines with high quality. Needs to keep skills current. Concerned about availability of documentation, training, samples, and user community to learn new technology as required. Wants experience with many projects in order to advance career (to become an architect, for example.)

Example Roles

Apache Developer

Alan is an Apache developer. He works as a freelance software engineer and consultant. Alan is passionate about open source software -- he thinks that open source projects are the best way to develop high-quality software. He is always up-to-date on the latest tools and technologies and strongly believes in agile methods. Alan rarely uses IDEs -- his tools of choice are the command line to fire off Maven and Emacs to edit source code. He knows Java in and out, but it’s starting to become boring and he’s exploring modern dynamic languages such as Scala and Closure.

Toolset: Emacs or vi, command shell, Maven, Git, (Eclipse, IntelliJ)

Corporate Developer

Carl is a corporate developer. He works in the Software Engineering department of a Fortune500 company. Carl knows that the software he and his co-workers deliver needs to be stable and maintainable, otherwise his company might lose money. He is passionate about quality and well-defined processes. Sometimes he’s unhappy with the restrictions imposed on him, but he understands that they’re necessary to ensure that everything fits in with the company’s “greater plan” (which he doesn’t know). Carl does not consider himself the greatest Java developer on earth and he relies much on his trusty IDE and the wizards and code assists that it provides.

Toolset: Eclipse, UML design tool, commercial VCS

Service Designer

Sharon is a Service designer. She is part of a SOA competence center, which is a cross-functional team set up as part of a SOA initiative her organization has launched last year. Her job is to support IT projects in the organization in identifying and designing service interfaces in a way that they are reusable and interoperable. Most of her work revolves around XML: she creates XML schema documents for business data types, WSDL documents to define the actual interfaces and even some WS-Policy documents to capture non-functional properties of services.


Toolset: XML Editor

ARCHITECT (TECHNICAL BUYER) Influences how applications are built. Specifies technologies and best practices. They will not personally use the software, but does need to confirm that it meets requirements. Frequently central to the buying process. Manages the RFI process and POC process.

Help him be seen as a leader, contribute to the organization, and gain recognition.

Typically reports to the CTO or CIO or belongs to a group which does. Belongs to a SOA Center of Excellence or Integration Competency Center if one exists. Junior level may be a “Project Architect” with narrower scope than a senior “Enterprise Architect” who has responsibility across many projects.

Must ensure that IT has a reliable, scalable and maintainable infrastructure for all IT activities and deliverables. Ensures that selected products interoperate with the rest of the IT environment. Makes sure that right architectural principles are used in projects and that projects can be easily reviewed. Makes sure that things work well and can be maintained to do so over time.

Example Roles

SOA Architect

Sonya is a SOA architect. She is part of a SOA competence center, which is a cross-functional team set up as part of a SOA initiative her organization has launched last year. Sonya has read all books by Thomas Erl and claims to have a sound understanding of what SOA is what it is not. She is passionate about SOA Governance and thinks that having the right governance structures in place is key to successful SOA adoption. She doesn’t think about SOA in terms of technology, but rather as an enterprise architecture (EA) discipline.

Toolset: ?

IT Architect

Ian is an IT architect. He works in the IT department of a large enterprise. His job is to keep track of the “big picture”. Coming from a developer background, he is pretty tech savvy but has gotten used to thinking in building blocks and abstractions. When he evaluates products and technologies, his focus is on how things fit in with the rest of the systems landscape and how they contribute to the overall IT goals of his company. Because he doesn’t have the time (and, frankly, often the skills) to actually try out products in detail, he relies on whitepapers, RFQs and the results of internal PoC to give his recommendation to his management. For Ian to understand and appreciate the value of a solution, it’s crucial that the solution’s vendor does a great job of visualizing the inner workings.

Toolset: UML modelling tool, Word, Powerpoint

Security Architect

Sam is a Security architect. He works in the IT department of a large company and is frequently called in to help IT projects within the organization understand their security requirements and support the IT architects in designing a solution that meets these requirements. He knows a lot about Identity Management, Single-Sign-On, PKI and encryption technology, but he’s not developer, so he doesn’t really feel comfortable dealing with XML files and other low-level configuration mechanisms. Sam is responsible for putting in place Security Policies and Audit controls within the organization.

Toolset: ?


OPERATIONS (USER BUYER) Ensures IT systems deliver expected service levels. Provisions new hardware and software; manage system delivery or updates. Gathers system metrics; identifies problems and calls in specialist support as required. Technical buyer: ensures that product is deployable and manageable. Ensures that it integrates with existing management tools.

Help him get more done with less effort, increase personal productivity, and be looked on as a problem solver

Typically report to a group that reports to the CIO.

Must keep the lights on. Make it easier to provision systems. Make it easier to monitor systems. Deliver required services at minimal cost.

Example Roles

System Administrator

Steve is a System administrator. He works in the IT operations department of a large company. He and his fellow system admins have only one goal: keep the systems running! Steve takes pride in being able to provide his customers with 99.999% availability for their mission-critical systems. There’s nothing he hates more than a software system that doesn’t produce verbose log output and doesn’t sport a comprehensive administration console that allows him to drill down into each and every detail of the system. Steve is really passionate about automation. He dismisses any system that forces him to use a GUI and does not provide a scripting interface that allows him to integrate it into his elaborate automation framework.

Toolset: Command shell, Web browser, Scripting languages (Perl, Ruby)

PROJECT MANAGER (TECHNICAL BUYER OR INFLUENCER) Shepherds complex development projects from design through delivery. Holds meetings to review status and write reports summarizing status and identifying risks. Often a technical buyer who may drive the purchasing process in large companies. Must keep project on schedule and on budget.

Help him to feel more secure or safe, be looked on as getting things done, well-organized, and to be seen as a leader.

Typically reports to an IT manager or engineering manager.

When driving purchase process, ensures that all requirements in the evaluation process are fulfilled in a fair, open and documented way according to schedule. Ensures that skilled personnel (consulting and trained internal resources) are available to meet project timeline.

DIRECTOR OF IT / IT MANAGER (ECONOMIC BUYER) Keeps up with key business needs, strategies, drivers, etc. and articulates the IT guidelines necessary to address those needs. Liaises with business owners to promote value of department, intervenes in critical departmental issues, and oversees personnel and budget issues. Economic buyer: assesses business case, alignment and prioritization of proposed project with respect to corporate goals. Administers departmental budget. Seeks ownership of tactical and strategic responsibilities from reporting team managers. Assesses and manages business risks associated with vendor viability and supplier power. Reduces costs and complexity of IT environment by limiting number of vendors.

Help him remain in power, be an instrument of change, be looked on as a problem solver, and contribute to the organization


Only one in smaller companies or one per division in larger companies, with a corporate CIO at the top. Typically report to COO, CFO or CEO.

Must develop personal point of view about how information and IT can make the enterprise more effective. Must know the industry and competitive environment. Needs to create clear and appropriate IT governance. Weaves business and IT strategy together. Must develop and nurture high-performing IT team. Must manage new enterprise and IT risks. Needs to communicate IT performance in business-relevant language.

sales playbook for partners: application integration solutions

Documents