IDENTIFY

QUALIFY

Data Warehousing

Selling Informatica into Data Warehouse Projects

Data Warehousing

Qualifying Opportunities

sources/volumes increasing dramatically. IT struggling to keep pace with

Data
rate of change
IT asked to improve quality of service with reduced funding/resources
users do not feel confident about making decisions based on their
Business
data warehouse reports
Company is exposed to regulatory fines
Business is demanding more real-time data in the data warehouse

A repository of data stored electronically in a database to support reporting and

analysis. Repository types include:
mart Departmental, subject area-specific data for historical reporting
Data
and analysis
Data warehouse Multi-subject area data for historical reporting and analysis
data warehouse Multi-subject area including both historical data
Enterprise
and real-time data for real-time reporting, operational data integration, and
monitoring

Target Prospects

Building data marts, data warehouses, enterprise data warehouse solution

in business intelligence, enterprise reporting, data mining, real-time
Investing
dashboard solutions
Looking for ETL or data quality solutions to replace hand-coding
Investing in new or expanding data warehouse technologies

Informatica Provides

performance, high availability Data Integration tools (also referred to as

High
Extract, Transform, and Load or ETL) to move data from source systems into the
data warehouse at any latency (batch, near real-time, and real-time)
Metadata Management tools to track data changes and definitions, and to
improve communication about the data between IT and business users
Data Quality tools to profile, cleanse, and enrich the data needed for the data
warehouse

Buyers and Influencers

VP and Director of Data Warehousing (decision maker)

Data Architect, DW Architect, Enterprise Architect (approver)
CFO, COO, VP of Business Areas (business sponsor)

Identifying Opportunities

integration hard-coding transformation logic. This approach is

Hand-coding
not flexible, is difficult for others to understand, and can introduce data quality

High Value Questions

issues
Legacy tools originally selected for the ETL are not scaling to meet data volumes
IT is trying to save money by consolidating efforts and past projects, but they
are struggling to standardize on tools
Business users are complaining about poor quality data in the data warehouse
Difficult for IT to show the business history and lineage of the data
The business is having problems keeping pace (complying) with ever-changing
and increasing regulatory reporting requirements

Go to MySales for Playbooks and other sales resources.

are you approaching data integration and data quality needs for your data
How
warehouse projects?
What tools have you used on past projects? Which are considered standards?
How is the demand for latency requirements changing?
are data definitions communicated, discussed, and agreed on with the
How
business? What do you do when they change?
consideration has been given to consolidating integration projects and
What
talent?
challenges are you experiencing with increasing regulatory reporting
What
requirements?

IDENTIFY
QUALIFY

Data Warehousing
Competing and Positioning

Top Competitors in Data Warehousing

Competitor
Hand-coding

IBM

Ab Initio

Oracle and
SAP

Customer Perception

Key Customers

Risk

Expensive to maintain

Not flexible or scalable
closed and complex
Market thought leader
IBMs
architecture and models are
Pre-existing
data
models

difficult to implement, learn,
to address software,
Able
and maintain
hardware, and services
and restricted to IBM
Limited
services (locked in)
Perceived as performance
to use, limited
Difficult
leader
ecosystem
on business terms
Inflexible
(e.g., no offshore resources
No software to purchase
Developers know their
business the best

as part of a full
Provided
Business Intelligence
stack
Adequate for
departmental projects

Oi

Nationwide Insurance

Electronic Arts

Positioning

allowed)
High TCO for customers

are not scalable for
Products
enterprise deployments
being locked into these
Risk
vendors and out of their legacy
applications

Go to MySales for Playbooks and other sales resources.

Informatica as the most capable, neutral, and complete technology

Position
vendor.
customer is currently working with our data warehouse partners (Teradata,
IfNetezza,
DATAllegro, HP, or Neoview) contact the partner to explore opportunities
to collaborate.

customer is currently working with a competitor (IBM, Oracle, SAP, Sybase),

Ifdevelop
a strategy that articulates the value of independent data integration
and data quality software to meet enterprise needs.

IDENTIFY
QUALIFY

Master Data Management

Selling Informatica into Master Data Management Projects

Master Data Management (MDM)

Buyers and Influencers

A set of processes, technologies, and business policies that collect, match,

reconcile, cleanse, persist, relate, and distribute master data to and from
applications, 3rd party data sources, and end users. Sometimes referred to as
Customer Data Integration (CDI), Product Information Management (PIM), and
Reference Data Management.

Business Managers and departments focused on implementation of an MDM

application (home-grown, IBM, SAP, Oracle, Siperian, Initiate, etc.). Specifically,
IT managers responsible for database systems, and senior executives down
to analysts within Sales, Marketing, Finance, Supply Chain Management, and
Compliance.

Informatica Provides

High Value Questions

Master Data Management software that meets data integration, synchronization,

quality, and identity matching needs across all applications (ERP, CRM, legacy,
etc.)

Identifying Opportunities

Business operations impaired by poor data quality and accessibility issues

Inability to access, profile, integrate, and synchronize data among systems
Inability to cleanse and enrich data as it moves between systems
identity matches and key business attributes (e.g., customer,
Inaccurate
partner, etc.)
Inconsistent, inaccurate, and duplicate data across business applications
High error rate in regulatory reporting

Qualifying Opportunities

Business performance is suffering

High development costs
High marketing spend, low results
Missed cross-sell or up-sell opportunities
Poor customer service
Losing competitive advantage in the market place
Failed regulatory audits resulting in increased fines and penalties

Go to MySales for Playbooks and other sales resources.

Are you building or purchasing an MDM solution?

are you identifying the MDM solution and what applications does it need
How
to support?
do you plan to access, understand, and integrate data from the source
How
systems?
systems will require operational or real-time integration and
What
synchronization?
How do you cleanse and enrich poor quality data?
confident are you in the quality and completeness of the data in your
How
source systems?
Where people are involved, how do you plan to accurately match identities?

IDENTIFY
QUALIFY

Master Data Management

Competing and Positioning

Top Competitors in Master Data Management

Competitor

Customer Perception

Risk

Hand-coding IT resources believe

they can write their own
interfaces and data quality
rules

Customers experience difficulties

and delays adapting the MDM
system to meet new business
requirements or expand to
incorporate data from other
systems

IBM, Oracle
and SAP

Customer does not consider

the limitations of these vendor
supplied technologies. While
they may work well with other
applications supplied by this
vendor, they do not work well with
the customers current technology
investments.

The data integration and

data quality software from
these application vendors
will meet their needs

EAI Software EAI software used for other

application integration
projects has worked fine so
it will work on MDM projects

Key Customers
Customer and Product Information Management System (SAP MDM)

Customer Data Integration (Siebel UCM)

Employee Hub (developed in house)

Positioning

System does not scale to meet

data loads; unable to apply
complex transformation logic; no
integrated data quality capabilities

customer is currently working with our MDM partners (Siperian, Initiate),

Ifcontact
the partner to explore opportunities to collaborate.
customer is currently working with a competitor (IBM, SAP, Oracle), develop
Ifa strategy
that articulates the value of independent data integration and data
quality software.

customer is building their own master data management solution, position

IfInformaticas
Data Integration, Data Quality, and Identity Resolution software to
save money, reduce product risk, and improve the overall quality of the MDM
application.

Go to MySales for Playbooks and other sales resources.

IDENTIFY
QUALIFY

Operational Data Integration

Selling Informatica into Operational Data Integration Projects

Operational Data Integration

Qualifying Opportunities

incorrect, or out of date data impacting business users, customers,

Inconsistent,
or suppliers
point-to-point integration interfaces is error prone, inflexible,
Hand-coding
cannot be reused, costly to maintain
Operational Data Store (ODS) to improve the accessibility of data
Investigating
in production systems
Looking to reduce on-going IT operational costs
EAI implementation more complex and lengthier than expected

The integration and leveraging of data across enterprise applications or other

critical production systems for operational use.
Data Replication Maintaining a copy of one systems data on another system,
usually done in one direction
Data Synchronization Maintaining data consistency and integrity between two
systems either synchronously or asynchronously
Data Integration Hub A system which synchronizes data in a one-to-many or
many-to-many method in order to maintain consistent and accurate data across
applications

Buyers and Influencers

Directors and VPs of Applications, Program Management Office (PMO)

CIOs,
leaders, Enterprise Architects, Application Architects, Application Project

Informatica Provides

Access and integration of data from any source, format or latency need
capabilities for automating data transformation and integration
Orchestration
processes
Integrated Data Quality solution for cleansing data
Change Data Capture (CDC) to ensure most current data is captured

Managers, Line of Business Managers

High Value Questions

Identifying Opportunities

Organizations in highly competitive, information-centric markets

to move data from/to/between systems crossing corporate firewall, while
Need
ensuring data integrity
Implementing new applications that share data with other systems
High use legacy systems (i.e., mainframes) or high-volume production systems
Need to manage integration sprawl
Using multiple tools for integration projects
data complexity and data volumes (2X every 18 months by most
Increasing
accounts)
migration and consolidation projects resulting from mergers and
Application
acquisitions
Go to MySales for Playbooks and other sales resources.

How do you currently back-up and replicate data from transactional systems?
How do you support real-time information needs?
confident are you in the data consistency and accuracy across your
How
applications?
would your business users rate the timeliness and accuracy of the data
How
required to serve their operations?

IDENTIFY
QUALIFY

Operational Data Integration

Competing and Positioning

Top Competitors in Operational Data Integration

Competitor

Customer perception value Risk

Hand-coding No software, low cost way of

integrating

Broad range of products

to address operational
integration needs
(WebSphere, InfoSphere,
DataMirror)

expensive)
Project at risk if rapid change
is required to support new
business needs

and overlapping
Confusing
products
High maintenance costs
may not work together
Products
as expected
risk for becoming captive
Atto IBM
(services, hardware,
software)

EAI Vendors

GoldenGate

Traditional integration
approach for many
customers

Data Replication market

leader

Replication BNSF, MAAF

resources required
Specialized
to maintain (complex and

IBM

Key Customers

key data processing

Lacking
abilities: batch data movement,

Synchronization Daewoo Electronics, Deutsche Bank, CEMEX

Data Integration Hub Virgin Media, LinkShare, KPN

Positioning
Use the table below to correctly position the elements of Informaticas Operational
Data Integration

change data capture, complex

transformations, data cleansing
and enrichment, data and
metadata traceability
Very difficult and lengthy
implementation

to Data Replication, no
Limited
transformation capabilities
coding required to work
Custom
with most other integration
technologies

Go to MySales for Playbooks and other sales resources.

Operational Data Integration

Data
Replication

Straight copy with no

transformation

Continuous data movement

Format conversion
Data transformation to fit target

Data
Synchronization

4
4
4

Data
Integration
Hub

4
4
4

Data sharing across multiple

applications

Orchestration of data
integration tasks

IDENTIFY
QUALIFY

Data Migration and Consolidation

Selling Informatica into Data Migration and Consolidation Projects

Data Migration and Data Consolidation

Migration moving data from an old technology platform to a new

Data
platform (e.g., old hardware to new hardware or old application to new

application) typically motivated by pressing line of business requirements

Data Consolidation moving data from multiple systems to a single or
centralized system (e.g., combining systems after an acquisition) for the
purpose of reducing IT cost

Target Prospects

updating, or consolidating enterprise applications (e.g., CRM,

Implementing,
ERP, HR, SCM, MDM)
Currently or recently involved in mergers or acquisitions
Investing in legacy modernization efforts (i.e., mainframe retirement)

Buyers and Influencers

and decision makers CIO, Director, VP of Applications, Program

Buyers
Management Leader
and approvers Architect, Project Manager, Developer, and System
Influencers
Integrator

Informatica Provides

A proven methodology for data migration projects (Velocity)

complete set of tools to profile data, define and communicate data
Adefinitions,
and cleanse, migrate, and synchronize data as required
A
proven
network
of Partner and Professional Services to assist customers

High Value Questions

Identifying Opportunities

the need for a planned data migration and looking to implement

Recognize
best practices
data migration strategy in place or relying on hand-coded, one-off interfaces
No
to move the data
Do not recognize data quality issues as part of the process

Qualifying Opportunities

or recently completed projects where unplanned data migration efforts

Current
resulted in excessive costs and delays
teams actively seeking to further reduce project costs, improve delivery
Project
schedules, and provide greater value to the business
Current economic conditions impose heightened budget constraints

Go to MySales for Playbooks and other sales resources.

How prepared are you to integrate data from additional, unforeseen sources?
Tell me about your past experiences with data migration projects.
How does the team plan to undertake the data migration effort?
What consideration have you given to data quality?
would be the impact of project delays (cost to the project team, costs of
What
running legacy systems, impacts to the business)?

IDENTIFY
QUALIFY

Data Migration and Consolidation

Competing and Positioning

Top Competitors in Data Migration and Consolidation

Competitor

Customer Perception

Handcoding

Data migration is a onetime event, and it is simple

enough to hand-code the
interfaces and discard them

Risk

SAP/
Business
Objects

One stop shop for services,

software and hardware

SAP Services know their

SAP target application/s
the best

Key customers using Informatica for data migration and consolidation

standard data migration

No
methodology to mitigate risk

Cemex realized $MM in ROI through data consolidation of global ERP system
http://www.cemex.co.uk/

ACH Foods reduced data migration project costs by 50% using Informatica
methodology and tools http://www.achfood.com/

and adapt to unforeseen needs

that always occur as a project
matures
Ongoing synchronization needs
are realized at the end of the
projects; the hand-code is not
suitable for production use
Business users complain about
the quality of the new system
and resist adoption; business
benefits are not realized

IBM

Key Customers

Aircelle reduced data migration project costs by 40% while improving data quality
http://www.aircelle.com/

exposed to higher
Customer
services costs and tools that

are not built for data migration

projects
As problems arise, customers
best option is to buy more IBM

Positioning

Services only know SAP
SAP
and the customer remains

responsible for educating SAP

on their source systems
Mappings and other objects are
not reusable on other, non-SAP
projects

Go to MySales for Playbooks and other sales resources.

Informatica for data migration and consolidation projects as a tool

Position
to guard against project delays, budget over-runs, failing to meet business

expectations, and potential costs associated with extending the life of legacy
systems

projects position Informatica to support business development

Migration
goals
Consolidation projects position Informatica as a cost savings tool

IDENTIFY
QUALIFY

Data Quality

Selling Informatica into Data Quality Projects

or Marketing organizations investing in customer cross-sell/up-sell
Sales
initiatives
Implementing or building an MDM solution
experienced or is exposed to regulatory fines due to late or poor quality
Has
reports

Data Quality
Data Quality processes and rules are used to implement and manage enterprisewide data quality initiatives including profiling, name-and-address cleansing,
standardization, matching, house-holding, consolidation, enrichment and monitoring.

Informatica Provides

Target Prospects

Data profiling software to assess project risk identify data issues within
sources, measure data quality, and identify all data attributes which need to be
cleansed
Data quality software cleanses and enriches the data
Dashboards and reports provide ongoing monitoring and management of data
quality levels
Tools allow the business to manage exceptions
Support for all master data types enabling customers to use one solution for all
their data quality needs (customer, supplier, product, asset, financial data types)

Focused on Data Governance initiatives

Involved in or have gone through mergers or acquisitions
Looking to improve customer interactions and sales efforts
Looking to rationalize products, suppliers, or partners
Undertaking data migration or data consolidation projects
Buyers and Influencers

Influencer: Line of Business Executives

and decision makers: CIOs, Sr. IT Executives, Data Analysts and
Buyers
Stewards
Business Leaders responsible for compliance or regulatory reports

Identifying Opportunities
of tools and processes to identify the extent of data quality issues in
Absence
their systems and resolve them quickly
incorrect, or missing data creates lack of confidence in use of data
Duplicate,
for business decisions
hand-coding data quality rules is difficult, time consuming, non Acknowledges
reusable, expensive, and inflexible

High Value Questions

Qualifying Opportunities

Exposed to business risk, lost revenues, or profits due to data quality issues
Seeking to reduce costs by rationalizing customers, products, or suppliers
Service organizations experiencing problems related to incorrect or
Customer
incomplete customer data
Go to MySales for Playbooks and other sales resources.

part of the organization has been impacted the most due to poor data
What
quality?
How do you monitor and manage data quality across your organization today?
How do you handle data quality issues today?
you generate reports for internal, regulatory, or compliance requirements,
When
how much time is spent re-validating and correcting the data? How has this
impacted your submissions?

IDENTIFY
QUALIFY

Data Quality

Competing and Positioning

Top Competitors in Data Quality

Competitor

Customer Perception

Hand-coding Easy to do, no software

license costs

IBM

Single provider of Software,

Services, and Hardware

SAS
Dataflux

Easy to use, businessoriented data quality tool

SAP/
Business
Objects

SAP Services know their

SAP target application/s
the best

Key Customers
Risk

data quality rules

Hand-coding
is time consuming, inflexible,

Key customers using Informatica for Data Quality

Bank of America avoided an estimated $20M in regulatory penalties (Data
Explorer, Data Quality)

and difficult to change

No ongoing monitoring or
reporting of data quality levels

skilled resources outside
Few
of IBM Services, locking the

customers into IBMs Services

and rates
Limited data quality outside
data warehousing

Banco Nacional de Costa Rica avoided $1.5M in annual IT costs (Data Explorer)

provider of BI, DI, DQ
Single
and ERP Applications
experience
Questionable
beyond Name and Address,

Motorola reduced duplicate customer records, direct savings of $320K per year
(Data Quality)

Position Informatica Data Quality as the highest performance, most accurate

and flexible (supports all master data types) product available in the market.
Informatica Data Quality uniquely enables business and IT collaboration which
is critical for all data quality projects. Seamlessly integrated with PowerCenter,
Informatica Data Quality can operate either as part of Informaticas unified
platform or in a stand-alone environment.

and data warehousing efforts

Lost top development and DQ
resources after SAP acquisition,
exposing customer to risks
due to first time effort for
technology and services
personnel

Positioning

Go to MySales for Playbooks and other sales resources.