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Customer Snapshot: Overview

Eliminated 50% of non-standard KPI's

From unconventional PC startup to global technology leader, the common thread in Dell’s heritage is an unwavering commitment to the customer. Starting with $1,000 and a game-changing vision, Michael Dell reimagined how technology should be designed, manufactured and sold. 30 years later, Dell has become an industry and world leader poised for continued long-term growth. 


US$57.2 billion

Number of Employees

High Tech

Round Rock, Texas, USA

Customer Website

Line of Business

SAP Solutions
SAP BusinessObjects, SAP HANA, SAP Data Services

A company as big as Dell comes with big data. Analyzing and working with that data can take time away from what matters most: a focus on customers. What Dell needed were solutions to simplify, consolidate and condense, so turned to SAP for the Run Simple way.

Customer Snapshot: History

High Tech Kicks into High Gear

Customer Snapshot: Business Model

Growth, Innovation and Strategy

Since the first Dell PC was introduced in 1986, Dell has continued to shape the industry by breaking new ground and pioneering critical developments in home, small business and enterprise computing. They gather requirements directly through tens of thousands of daily customer interactions, organized events, social media venues and customer panels. Maintaining strong internal development capabilities, Dell spurs innovation that delivers value to customers.

Transforming computing for over 30 years.

Customer Snapshot: Success Strategy

From Innovator to Leader: The Focus Is On the Customer

Focused on enabling smarter decisions and more-effective outcomes, Dell is helping customers overcome obstacles, achieve their ideas, and pursue their dreams. To do this, Dell sales teams must react and respond quickly to market demands and customer needs.

Too much data, not enough time.

The Challenge

Never Enough Hours In the Day

Dell stays innovative in the market by listening to their customers, and this was proving to be a challenge when up to 80% of sales force time was spent manipulating data rather than working with customers directly.

Enter SAP

Time to Run Simple

It was the business management scorecard on top of SAP HANA and SAP Business Objects that drove the simplification of our KPI’s and metrics for sales operations — Bart Crider, IT Director, DELL

Enter SAP: The SAP Experience

Power to the (Sales) People

With the help of SAP HANA and SAP BusinessObjects, Dell has brought together 3 TB of data from mostly non-SAP data sources and has simplified and standardized its KPIs across the sales organization to better drive daily decision making. Simplification and consistency were achieved by removing 50% of non-standard KPI’s from the environment, automating about 90% of standard reports and metrics that the business uses, and a 60% improvement in performance over the legacy solution.

As a result, the salespeople have been empowered to be able to focus more time on their customers vs. data.

A world-class system.

Better Business

Moving Business Forward

SAP HANA and SAP BusinessObjects™ consolidated and automated 90% of the reports and metrics used in everyday business. With the legacy system, the DELL sales force worked harder at crunching numbers and had less time to spend connecting with customers.
Thanks to the partnership with SAP, the DELL sales force is making connections and moving business forward, helping Dell truly experience the benefits of their new Run Simple approach.

Better Business: Benefits


Connecting with People Through Data

Focusing on customers first.

Then the Data Shows Even Bigger Results…

Eliminated 50%

of non-standard KPI's from the environment

Automated ~90%

of all the standard reports and metrics used in business

Gained 60%

performance improvement over legacy system

Better Business: Run Simple

Simplification and Consistency

SAP HANA and SAP BusinessObjects drove the simplification of the KPI’s and metrics for sales operations and standardized all the KPI’s and metrics across the globe into a consistent dashboard they could use every single day to drive daily decision-making.

Because we were looking for standardization, it wasn’t necessarily something that we were measuring in terms of revenue or cost savings but more about simplification and consistency. — Bart Crider, IT Director, DELL

Journey Ahead

The Road to Company-Wide Simplification

Looking ahead, DELL plans to extend the BMS construct from sales across services to marketing, operations and finance with SAP HANA at the core of that solution.

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