Celonis > Case Studies > Digital Sales Transformation at Dell through Process Mining

Digital Sales Transformation at Dell through Process Mining

Technology Category

Application Infrastructure & Middleware - Data Visualization
Cybersecurity & Privacy - Identity & Authentication Management

Applicable Industries

Mining

Applicable Functions

Sales & Marketing

Use Cases

Leasing Finance Automation
Supply Chain Visibility

About The Customer

Dell Technologies is a multinational technology company based in the USA. It is one of the largest technology companies in the world and is known for its innovations in supply-chain management and electronic commerce. Dell offers a wide range of technology solutions, services, and support worldwide. The company's primary services include cloud, big data, analytics, IoT, mobility, cybersecurity, applications, and IT infrastructure. In this case, the company was seeking to improve its sales process, particularly the deal registration process, which had become opaque and inefficient.

The Challenge

Dell Technologies faced a significant challenge in its sales process, particularly in the deal registration process. The company had two types of deal registration processes - one-step and two-step. The one-step process involved direct approval by the deal registration team, while the two-step process required approval from other relevant functions. However, Dell lacked the ability to differentiate between these two processes, leading to a lack of understanding of the volume and performance across them. This lack of visibility also impacted the wider business as Dell could not enforce the Service Level Agreement (SLA) commitments to the functions involved in the two-step approval process. The company needed a solution that could provide deep insights into their deal volumes and identify process elements suitable for automation.

The Solution

Dell Technologies partnered with Celonis to address their sales process challenges. Celonis provided a solution that used information from core Salesforce data to email subject lines to better quantify and differentiate one-step and two-step deal registrations. This gave Dell visibility across the two processes. With this improved visibility, Dell was able to identify a large number of simple one-step deals that could be registered and processed automatically. The company then developed an automated process for approving these one-step deals. Furthermore, Dell implemented proactive monitoring of processes with Celonis' Action Flows. If a deal wasn’t registered within 14 days, an email automatically went out to the operations team, enabling them to proactively engage with sales. Proactive alerts were also set up for deals where the customer and partner were in different regions. Lastly, Dell set up an operation scorecard in Celonis to provide sales operations and support teams with a clear view of their most important KPIs.

Operational Impact

The implementation of Celonis' solution has led to significant operational improvements at Dell. The company now has better visibility across one and two-step deal processes, enabling it to identify deals that can be processed automatically. This has freed up teams to focus on more complex deals that require greater attention. The introduction of proactive monitoring has also allowed the sales support team to engage with sales proactively, improving the efficiency of the sales process. Furthermore, the operation scorecard has provided sales operations and support teams with a clear view of their most important KPIs, enabling them to focus their efforts where they are needed most. Overall, the solution has led to greater deal velocity, fewer lapsed deals, higher revenue, and more satisfying working experiences for teams across the sales process.

Quantitative Benefit

By the end of 2020, Dell had automated almost 15% of deal processing, up from less than 1% at the beginning of the year.
Dell is now able to get back to its partners within 15 minutes of a deal being registered.
Proactive alerts have been set up for deals where the customer and partner are in different regions, helping the team create necessary documentation proactively and maintain sales velocity.