The Platform Chronicles: 10 Questions with Alecia Brian, VP, Sales Operations, Transportation at Trimble Inc.
On choosing a new supply chain planning app to transform the sales forecasting process.
Welcome to The Platform Chronicles, a series designed to introduce readers to some of the most innovative Salesforce customers, partners, and employees.
This issue introduces Alecia Brian who leads the Sales Operations team for Trimble Transportation, a technology provider that connects the physical and digital worlds. Previously, Alecia has led successful transformations resulting in shorter sales cycles and enhanced customer experiences.
Alecia is very passionate about process improvement and leveraging technology to empower the sales team to do what they do best … sell! When she’s not mired in sales data, you can find Alecia on her yoga mat practicing inversions or in the kitchen subjecting her family to a new recipe.
Fun fact: the pandemic allowed Alecia to catch up on her reading — 67 books read in 2020! When asked for her favorite, here was her response:
“At the start of 2020, I read Zone to Win: Organizing to Compete in an Age of Disruption by Geoffrey Moore. I found myself referring back to certain passages, as the whole of 2020 felt like one disruption after another!”
10 Questions for Alecia
The following is a lightly edited transcript of our interview with Alecia.
Question #1
Alecia, you recently went live with kette Q’s demand planning application. What was the challenge that you were looking to solve?
I was looking for a tool that we could use to improve the current demand plan and forecast. We needed to be on the same page as the supply chain and operation teams. We were way too reliant on manual processes.
Question #2
Let me guess … were you using Excel for planning?
Yes. For years, our 45 sales reps were spending 2+ hours every week manually entering data for the demand forecasting team. Reps were using different methods to capture data. One challenge was they would often enter their ‘gut feeling’ about sales prospects vs. facts so there wasn’t a lot of faith in the validity of the data. We relied a lot on “I think” or “I feel” vs. actual factual data.
Question #3
Were there any data issues?
One of our goals was to get to a uniform process. Some reps were forecasting by “customer,” while others were doing it by “SKU.” Reps were asked to update their forecast on a weekly basis. This resulted in hundreds of transactions a month. Reps would often wait until the last minute/the night before the monthly 2.5 hour sales and forecast meeting.
“We needed to be on the same page as the supply chain and operation teams. We were way too reliant on manual processes.”
The required accuracy wasn’t there. This created tensions between finance and operations and the sales leaders.
Question #4
How did you find ketteQ?
We started by working with our Salesforce account team. They showed us the Salesforce forecast tool, but it didn’t give us the level of detail we needed.
We looked at other applications, but couldn’t find any with native Salesforce functionality. Full integration was crucial vs. having reps going to multiple different systems to get data.
“For years, our 45 sales reps were spending 2+ hours every week manually entering data for the demand forecasting team.”
We found ketteQ after searching on the Salesforce AppExchange. We were looking for a demand forecasting tool rather than a sales forecasting tool.
We then began a conversation with Cy Smith, ketteQ’s CEO. Cy used the same language that we were using. From the first conversation with him and his team, it was clear they just truly got our challenges and how to solve the issue.
Cy’s implementation team and the whole experience has been outstanding and so far above expectations. Can’t speak highly enough about the entire team and the ketteQ platform.
Question #5
When did the project start?
We signed the contract in October and kicked off the project in early November. We recently went live.
Question #6
Did you experience any challenges with sales adoption during the implementation and rollout?
No, just the opposite. The reps were very excited as ketteQ has the same look-and-feel as Salesforce CPQ which we are using.
Question #7
You’ve only been live for a short time. What are you anticipating for Value/ROI?
We’re expecting a lot of value. We’re already increasing sales efficiency and productivity. They now spend more time selling than capturing data.
“We found ketteQ after searching on the Salesforce AppExchange. We were looking for a demand forecasting tool rather than a sales forecasting tool.”
We’re also providing our Sales and Operations Planning team with a more accurate forecast.
Question #8
What impact do you think this will have on your customers?
I was just getting to that … with a more accurate demand plan, we reduce the potential for shortages as well as excess inventory. Everything we’re doing is tied to delivering the right product to the right customer at the right time.
Question #9
What other projects are next on your to-do list?
We are using Salesforce Service Cloud and Sales Cloud. We’re looking at adding Billing to CPQ. The transformation continues!
Question #10
Last question: What would you like to see Salesforce add to the platform or its product suite to make life better for your and your team?
I’d like to see Salesforce expand CPQ to include robust Contract Management functionality. Having a clause library, the ability to modify agreements for specific customers, redlining capability, and the ability to track and report on contract modifications would be a huge win!
About Trimble: Trimble is transforming the way the world works by delivering products and services that connect the physical and digital worlds. Core technologies in positioning, modeling, connectivity and data analytics enable customers to improve productivity, quality, safety and sustainability. From purpose built products to enterprise lifecycle solutions, Trimble software, hardware and services are transforming industries such as agriculture, construction, geospatial and transportation and logistics.
Trimble solutions are used in over 150 countries around the world. Employees located in more than 40 countries, coupled with a highly capable network of dealers and distribution partners, serve and support our customers.
For over 40 years, Trimble has created unique solutions that help customers grow their business. With over 2,000 worldwide patents as well as research and development centers in more than 15 countries, Trimble augments its organic product development with strategic acquisitions to bring the latest technologies to a wider market.
