How does an organization with more than 300 million members implement a cloud-first strategy? And how does it use this strategy to increase agility and accelerate growth?
For LinkedIn, the answer was to use Dell Boomi AtomSphere to automate its lead-to-cash process. Below is an overview of how the company did it. For more details, and for an opportunity to ask LinkedIn’s Andres Bang, head of Global Sales and Operations Systems, and Alex Lai, head of Sales Systems Solution Delivery, about the key insights they gained from business process automation, attend the “LinkedIn: Accelerated Growth via Integration Platform as a Service (iPaaS)” session at Dell World 2014.
Thinner is better
LinkedIn wanted to streamline or automate multiple processes, starting with optimizing its lead-to-cash process. This process moved closed orders from Salesforce.com to Oracle E-Business Suite. But the lead-to-cash process was manual, and because LinkedIn’s business was skyrocketing, the company needed an ever-growing supply of additional staff to manage the process. Once LinkedIn switched to an automated system, the relentless hiring ceased and the company improved analyst productivity by 30 percent and also reduced order-processing cycle times by an astounding 72 percent.
The right tool
Dell accomplished this for LinkedIn with Boomi AtomSphere, an integration platform as a service (iPaaS). Boomi can be thought of as a cloud-based version of the middleware provided by TIBCO Software. Boomi, which is accessed via a web browser, allows you to configure and test processes using a point-and-click, drag-and-drop interface that makes it possible to define a process in a period of days and weeks, rather than the months or years traditional tools require — key for dramatically increasing organizational agility.
Managed from the cloud
Boomi integration processes are deployed in a patented Java runtime engine called an Atom, which can be executed in the cloud or behind a customer’s firewall. It allows the integration process to run close to the data source for enhanced security and lower latency. All active integration processes are centrally managed and monitored from the cloud for a comprehensive view.
Making data work
Another way LinkedIn used Boomi was to plumb the wealth of data supplied by its hundreds of millions of members for opportunities. Among other things, LinkedIn learned that when a decision-maker customer went to work at a new company, he or she purchased LinkedIn service within the first three months. LinkedIn used Boomi to pull data into an application that tracks when a decision maker is hired at another company, thus creating a rich database of prospects for the LinkedIn sales force.
The results speak for themselves
We could discuss the myriad ways iPaaS brings significant lightning-fast agility to your business. But perhaps the most telling fact is this: LinkedIn currently has 30 integration projects. And, thanks to Dell’s Boomi AtomSphere, all it takes is one person to successfully maintain them all.
Don’t forget: You can hear more about this success story from LinkedIn execs at the “LinkedIn: Accelerated Growth via Integration Platform as a Service (iPaaS)” session at Dell World 2014.
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