Industry sign banking montana presentation fast
my name is naracha te chakunubud executive vice president of industries go to market here at salesforce i am lucky enough to have the opportunity to work with and hear from customers every day about how they are digitally transforming in today's world across a number of industries including consumer goods so today i'm thrilled to be joined by dan moisen the chief commercial officer of pepsico latin america to share his vision on how pepsico is digitally transforming to deliver for their customers now in the latam unit at pepsi there are over 70 000 employees covering over 34 developing and emerging markets and 12 bottlers so if that doesn't sound like a huge operation they also accounted for 7.6 billion in revenue in 2019 over 10 of pepsico globally so welcome dan thanks so much for joining us really excited to have this conversation today thanks so much naracha thanks for having me i'm really excited to be here okay so tell us a little bit about yourself and what you do at pepsico sure absolutely well i've been at pepsico about 15 years i started out in marketing and sales for about eight years and for the last seven years i've been in latin america primarily in gm roles and then most recently for the last year and a half i've been leading the commercial group as the chief commercial officer and helping us with our transformation that we're excited to talk to you about today so what is your vision for this commercial latin business yeah you know at pepsico we are all about trying to bring more smiles to consumers with every sip and with every bite and that really means we have to know our consumers and our customers at a deeper level and as we've started going through this we've realized that we needed to transform our entire end-to-end system to be able to really understand what each and every individual wanted in order to do that we needed to redo our entire order taking system our entire way that we manage our sales force the entire interaction that we have with our customers and the interaction that we have with our consumers and being able to understand what they're saying how we respond to their needs and how we meet those needs better so true knowing your customers your consumers more deeply is is just the heart of success across all industries but especially in consumer goods so has any of that changed since covid you know it's something accelerated how have you been faring in today's world well you know it's quite interesting because covet really accelerated a lot of the trends that were already there we've seen things like e-commerce skyrocketing quite frankly our transformation a big part of that has been and how we partner with salesforce in launching a new entire system we call connectalos that enables our frontline sales force to interact with the customers now so far i believe we've got about 25 000 uh customers i'm sorry 25 000 route sales representatives armed with this tool and so making that transformation has been a function of educating people on how to use the tools developing the tools together with salesforce developing the specific functionalities we need and then scaling it broadly and quickly across all of latin america you know we serve over 40 different countries and each country has different nuances but there's cores of the way we do business that we want to maintain and so part of our strategy has been partnering with salesforce to try and maintain about 70 percent of what we do consistent and 30 really customizing for the needs of a particular market that's only accelerated during covid our transformation actually we didn't lose any time at all in the transformation today marks a critical juncture where we finally finished uh the country of mexico deploying the first round of of connect dallas together with salesforce and we're excited to see what comes next well i think it's phenomenal that you've been able to stay on track given all the challenges going on in the world today and 25 000 you know people that uh you know it just shows that you're managing to an incredible incredible amount of scale so then what are your biggest challenges that you're seeing right now yeah so i would say there's some challenges that are covid related there's other challenges that are not and i'll start with the ones that aren't because that's really the core of of where we've tried to attack the problem ultimately you know because pepsico grew up over the years through various different locally relevant initiatives our systems were never built to talk to each other across broad broad based countries across a broad set of consumer needs and so one of the things that we've been trying to do with this is bring a common platform on top of which we can launch advantage capabilities and scale them quickly we'd love to develop it once scale it quickly across everything but that couldn't happen with the old systems because nothing was connected there was many legacy systems and nothing was talking to each other and salesforce has really helped us partner in creating a common architecture that we can build on top of launch these capabilities and scale them quickly as we talk about covid that has only accelerated because the need to understand who your consumers are who your customers are and scale things rapidly uh has only accelerated we saw for instance in the covet environment we wanted to be able to take orders from customers at a very granular level without physically visiting those stores in certain cases physical visits just to put it in context we visit stores once a week across all of latin america and the number of stores per capita compared to the us is 20 times in latin america what it is in the united states so there are a large number of visits that we do every week 3 million customers that are all small that we're all visiting every week and we need to be able to take those orders and communicate with them in an environment where there may be travel restrictions where you may not be able to go out during curfews and in order to do that we partnered with salesforce to deploy order taking functionality integrating whatsapp which is very prevalent in latin america with the salesforce system be able to communicate directly with our customers take the orders and then send those orders out as needed so that's an example of how we've leveraged what we were already doing with salesforce but accelerated certain aspects of it that became necessary when mobility was no longer an option actually if you look at the mobility index for latin america which i look at every week we were down almost 50 percent at one point in terms of mobility and that stayed much longer than it did in other areas so that has been a crucial tool to be able to continue to accelerate business well i'm thrilled to hear the technology including salesforce has really helped uh deal with some of the challenges that you're seeing so now prior to this role you ran central america and the caribbean commercial ops so how did your needs expectations around technology differ if if they differ between these two roles yeah no so remember what i'd say the role is fundamentally different so when i was in uh central america and the caribbean i was the general manager there um so that was very much an operational role how do we develop the markets how do we build out the markets now i'm thinking about the future of pepsico for all latin of america for all latin america how do we build the capabilities that we need that are going to last for the next five to six years so i would say the needs are one and the same my role in approaching this is quite different because now i'm thinking about what's the future of pepsico and how can we deploy that to all of these markets i had a perspective that was based on the needs of central america and the caribbean now i'm coupling that with the needs of mexico the needs of brazil the needs in argentina and how do we get that scale of having commonality in our platform across all of these locations but then doing the localizations that are absolutely necessary but minimized because ideally i have as few localizations as possible so that i can scale new capabilities more broadly so that's been kind of the trade-off is i want something that's very unique and meeting the needs of my specific customers in every market but i also want a commonality so i can scale things quickly salesforce has been a great uh partner in that because it's highly configurable so i i love that you mentioned the tension or trade-off between scale and local needs so how can data help that how can data be used to help you drive that business growth absolutely well i mean at the end of the day we're talking about people these are not robots these aren't uh a group of people that are all the same every individual is different and unique they've got different passions they've got different things that motivate them and so understanding what that is in a manner that's at scale is one of our fundamental drives one of our fundamental needs both from a consumption perspective as well as from a media habits perspective and we've leveraged partnerships through salesforce on both the marketing aspect as well as as well as the sales aspect to be able to have the intelligence to put with our route sales representative so imagine you've got 25 000 round sales representatives making calls every day we're visiting three million stores a week if we can tell them what to focus on in a particular store to meet a particular set of consumer needs at a particular time the growth opportunities out of that are exponential and that's a function of having good data real time combining it with advanced analytics processing it and then giving actionable customized uh instructions to that particular route sales representative that's what we're working on right now we're building the capability in phases and that's another big advantage i would say of the salesforce platform is we've been able to go fully agile we've been able to release capabilities in parts get feedback from our customers get feedback from the people using the tools adapt them quickly upgrade them and then push out more and more upgrades we've gone through i believe it's nine product increments since we first launched this product i think it was about two years ago was the first time in the first country since then we've scaled it across all of the countries for one particular module of go to market and we're developing additional modules for different systems of go to market so that ultimately we can be serving the market in the way that they need best so so i love this whole story of scale you mentioned three million store visits in a week now i was born in bangkok i spent most of my childhood in developing countries in southeast asia so i know about the importance of those mom and pop stores and you know how they're just a baskin of the local community so i think you guys are doing a lot to support the mom and pops in latin america can you tell us a little bit about that yeah absolutely so number one i you know we're constantly um trying to provide the best service possible and so that means listening to our customers responding to their needs we actually have a a multi-manufacturer initiative going on right now to try and help some of the the smaller stores that have been in distress because you know it's been a very tough situation for their cash flow so we're constantly trying to do that but also you know one big thing you can do to help a small mom and pop is be able to take the analytics that some of the bigger stores have and are part of their everyday operations and deliver the same kind of insights at a local level and so that's our vision our vision is to be able to take the insights and the analytics around all of this data we're collecting at a very local level marry it with the information that we know about the consumers that are in those same locations at a very granular level help the store owners know what are the right products i need to be selling in the right configuration in the right way at the right time what's the optimal location in store what's the optimal price what's the optimal communication with consumers and then help them drive that conversion ultimately if you can imagine 20 times the number of stores per capita versus the us people are going to stores and that's their store that's the store they grew up with that's the store that's down the street they go there every week they know that store sometimes there's five stores on the same block all of which serving a different need if we have the same assortment in every one of those stores we'd be missing the mark but salesforce is helping us gather the data we're analyzing that and then we're pushing back the recommendations at a local level as to what's needed in each one of those to connect with the consumers and the shoppers that are in those particular stores i love i love that idea of the democratization of data and the availability so that's that's wonderful so you know given all this what's next for you here well i think you know we're we're into our journey with salesforce we've had tremendous uh success but that was just stage one stage one was getting a tool into the hands of our our our route sales representatives that could be a platform to deliver this now it's kind of a a blue ocean opportunity where we can think about what are the things that we want to develop and scale quickly we've got the platform and as we try things as we test things we can do very fast tests learn adapt and then scale rapidly as we find winners so really we're going to go into innovation mode how do we innovate to make the store experience better for consumers and shoppers how do we innovate to make the the selling experience better for the route sales representative how do we innovate for the customer so that they're getting the most out of everything that's in their store that's really the next frontier for us and uh this is a great platform to be able to do that on i i love your next frontier i think it's an amazing vision and one of the many themes that really resonated to me is the need to be more agile really now more than ever and adapt to serve both your customers and your consumers and how you're tackling that digital transformation in a 7.6 billion dollar business in latin that's pretty incredible thank you so much for sharing your story our journey earlier this year began with the introduction of work.com which includes solutions to help address new challenges that many people around the globe are really experiencing in the wake of coven 19. many of these solutions are truly helping communities to manage and scale important public health programs these programs look like contact tracing or emergency response management and today and together we're still facing the impacts of coven 19 and this crisis head on at last glance for example according to the who there are close to 190 vaccines in development around the world with more than two dozen in human trials with uh trust when trusted vaccines are ready the world is going to need to execute a massive vaccination campaign and managing this at unprecedented scale will be nothing short of challenging at salesforce buildingonwork.com which has already been deployed by public sector organizations and private sector companies around the world to help make workplaces and communities safe work.com for vaccines will help governments more efficiently manage programs for vaccination at scale and with this our customers can now design build integrate and manage their vaccine programs end-to-end with a platform that is both trusted and is flexible and with work.com the core capabilities that support vaccine management like command center inventory management and appointment scheduling vaccine administration and vaccine outcome monitoring already exist today so today with that we're excited to give you a glimpse of this solution and i'd like to take a moment and turn it over to adelson jardim vice president of public sector solutions at salesforce who will show us more dielson take it away thank you i'm really honored to be a part of this launch and be here with you and introduce work.com for vaccines to our customers
o you said it really nicely and really dove into the the heart of the challenge here which is how do we help our customers extend and complement the vaccination programs and systems they have in place today and how do we build and really provide the maximum architecture to support that so with work.com for vaccines we began with how do you envision the types of data problems customers are going to have to solve for the demographics around the occupational aspects taking the cdc guidance and being able to predict as a public health organization how to project those numbers into availability supply and distribution and then ultimately we need to think about how best to deliver for these customers and the residents the communities information that's timely that's informative that gives them visibility into when vaccines are available and where they can obtain these vaccines but just as importantly what's their eligibility for the vaccines and how did they determine how best to receive them and from there we need to think about holistically what information is relevant and helpful for administrators to be able to provide the the vaccines to residents and communities and being able to pick schedules that are appropriate and flexible for communities but also be able to stand up a mass vaccination campaign that requires multiple sites and locations to do this and one of the things we know as these vaccines are going through development is that many of these might require multiple doses so that kind of information in addition to the ability to track and personalize the journeys for residents is going to be very important so collecting all of this information and these best practices was part of how we focused on how public health organizations can deliver that information as quickly as possible so as you can see as we go through the screen and the flows here we take users through the journey whether they're the administrators of the vaccine or the community member who's trying to obtain that vaccination and being able to determine how best to go about getting themselves immunized and vaccinated now all of this is important at that individual level but then we need to think about what data points and what signals do we need to monitor from the data things like the facility readiness with these sites do we have enough inventory and supply in each location do we know do we have enough healthcare workers and stuff to support those and then ultimately as we go through that journey of analytics everything from vaccination outcomes and monitoring for those in addition to levels and delivery for these different vaccines and when we think about this it's on a global level it's not just about the community and the individual but how do we help and support on a global level the response to this pandemic so with that lots more to cover lots of assets available to support this discussion and dialogue but again kristin thank you for the opportunity and back over to you well thank you for that adelson that was a fantastic overview uh and i wonder if you can help it break help break it down a little bit further for the audience particularly organizations that might already have a vaccine management process in place today yeah sure that's a great question and i think you you addressed it really well earlier many of these uh organizations that we're working with already have some systems in place to address this what's really important to understand is the scale of what we're facing here with the global pandemic and you touched upon the multiple vaccine manufacturers etc we anticipate that there will be limited supply to start with and these public health organizations have to consider how best to prepare for that and to really classify how they would go about projecting the distribution the administration etc that i showed in that very brief demo there but that level of prioritization planning and preparation is really what's going to help us manage at the scale and maximize the public health impact of these campaigns to our first interstate bank we're a 16 billion dollar community bank that's headquartered in billings montana we're a full service bank so everything from retail commercial to wealth management and as we are a publicly traded institution and we are talking about road map and future state we did also include our safe harbor and our q a awesome thank you renee you know it's interesting i find your story very interesting because i think you took a different path than most of our customers do with salesforce could you share your digital first implementation strategy with everyone sure as an executive team we're really focused on keeping first interstate relevant to our clients and our chief investment officer joined us midway through 2018 and i think that first week he must have had at least three different business units leaders come in and ask him to sign off on system solution just for their division and if we were really going to use the client experience as our north star we decided to pause everything and we took a step back and really reflected on some of our focus group information and client surveys that we received and our clients resoundingly and our prospects are seeking this effortless experience and what we realize is over time we had really created this plug-and-play siloed multiple solution approach to our business and we didn't want to do that anymore and you're right we're not using crm in our vocabulary and rather what we decided what we wanted was a partner that could help us create what we were calling a client ecosystem and when we searched we found that salesforce could help us so we really leveraged the financial services platform as that client ecosystem for us and we were wanting to find a solution that would allow us to create a consistent effortless seamless experience across all of our channels and something that we could maintain over time and add feature functionalities to it that's awesome renee you know i know you implemented um the beginning of last year so i'm curious to understand just your sales force journey but also how did adopting this digital first strategy early in 2019 really help you navigate the covid pandemic so we signed with salesforce in october of 2018 and in january of 2019 we kicked off our agile process to look at solutions for our mortgage consumer and small business credit card and we were able to successfully launch in each of those areas in 2019 and we were uh doing iterative improvements you know in 2020 and then the global pandemic hit and when the the ppp program presented itself we were able to pivot really quickly and we were able to do so because we leveraged the existing workflow uh and process improvements that we had through salesforce financial services cloud so we used that as the interface to get to our clients more quickly we created a fillable document for our clients and then also implemented a robotic process automation as long as we could to really get that speed to market and because of that we were able to approve 1.2 billion in small business loans for our clients across our six states that is a great success and one that we've actually heard multiple customers uh tell us and uh really warms our heart that our platform was able to really help sense and respond during the early beginnings of the pandemic so you know i'm curious how has salesforce strategy really kind of leveled the playing field between you and other competitors maybe especially kind of the larger ones well i don't know you know we're we're a regional bank and we don't have the spend that large financial institutions do but i think it's leveled the playing field just around the democratization of data we have made it less complex to find out information about our clients our speed to market our speed to pivot just using ppp as an example was really because of all the working that we did early with salesforce and i think where it's helped us is actually with our employees um you know for them to see what we could accomplish we had some naysayers along the way people that have been used to doing things a certain way and didn't believe that that our aspirational goals would really come come true and so they've seen what's possible and we did all of that with ppp in a work from home environment so it's actually created more of of um an innovative approach to how we do business i think our teams are more confident and comfortable and the agile process we have people asking more questions for us i think we got in the habit of doing things a certain way and it's it's helped open open minds and eyes to doing things in a different manner so all of that i think helps our bankers focus on our clients and at the end of the day that's what we want them focused on what we're trying to take away is the busy work um the you know automate processes and change workflows and so if that has helped uh i think level the playing field i think that's a considerable one for our organization or organization yeah totally agree um what are some of the learnings that you've taken away from your sales force implementation and how is that changing your path forward so a lot of learnings um you know we're changing who we are internally and i mentioned this change of of work flows and process we're moving from that traditional to the digital and in doing so it's massive change management so we we've had a lot of learnings in our credit card group for example we had one employee whose sole job was dedicated to fraud detection now we've automated that with with our work with salesforce when we look at our mortgage group so much of these manual processes we have been able to change and improve for our teams but it wasn't without hesitation and resistance even in our card group we wanted to present credit cards in a way that was meaningful for our clients and the traditional approach was hey kelly what what card do you want you know you choose well we wanted to to position our bankers as well as our digital channel as that expert and so we wanted to ask questions and that that created a lot of issues within the working groups and was about a four week pause and so again back to the change management drum we instituted executive steering our advisory committees we had to ensure that our project management teams were really strong and adept at leading through change our message from the top had to be really consistent and then we had to help people understand the why and again nothing that we're doing is something that we're doing to our employees rather everything we're doing is focused on that client experience and meeting our clients how and where and when they want to be met and so it's just bringing our teams along the journey and hopefully like in the case of our employee in cards that that was doing all the fraud detection she's happier and more fulfilled and engaged with having a more meaningful role wow you have accomplished so much but i am curious what's next on your roadmap well there's a lot uh kelly you know we see um small business of course with all of our learnings from the ppp program that's natural so that's in process as we speak we see this flowing over into consumer very naturally and then ultimately we want to tie it all together and that's where we've dropped the crm moniker and we're referencing it as an employee portal so our aspirational state is role based uh it's if i am logging in every morning and i'm a relationship manager it's it's done through a salesforce platform it would present my portfolio any action items that i need to take care of it could present prospects coming through that role-based training so we really see that again as a as a natural progression for all the work that we've done uh and and we're excited uh about that vision and we're really excited about where we are today and um the the great work that our teams have done renee
