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Just as it did on the finance side, it's made modeling for our sales organization less art and more science.

Jeff Bergstrom, CFO

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While its customers rely on Winshuttle’s software to automate and simplify the collection, validation, and movement of data in SAP and other large enterprise resource planning systems, Winshuttle itself struggled to project top-line sales due to a manual, spreadsheet-driven process. The company needed to simplify and automate its own data collection and analysis to optimize performance.

Challenges

  • Multiple spreadsheets required large amounts of time to build a single model, leaving little time to model different scenarios
  • Difficulty quickly running a what-if scenario to inform decision-making in real time
  • The company was unable to automatically integrate critical Salesforce data for more accurate projections

Results

  • Salesforce data automatically flows into the model to increase visibility into opportunities and performance for more accurate projections
  • Powerful sales planning solution gives the team the ability to quickly analyze quotas, coverage, productivity, ramp, and attainment
  • Dashboards enable the team to run what-if analyses in real time
About:
Winshuttle’s mission is to “make heroes.” Founded in 2003 and headquartered in Bothell, Washington, Winshuttle has offices in the United Kingdom, France, Germany, Spain and India. By enabling business users to work with SAP directly from Excel, SharePoint, Web forms and other interfaces without programming, Winshuttle improves productivity and saves customers significant time and money.
Location:
Bothell, WA
Industry:
Software and Technology

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Enterprises rely on Winshuttle’s software to automate and simplify the collection, validation, and movement of data in SAP and other large enterprise resource planning systems. So it was particularly frustrating for Winshuttle CFO Jeff Bergstrom when his company was struggling to streamline some of its own key processes.

“As a high-growth software company, our business model is highly dependent on topline sales projections, because the rest of our financial model flows from there,” Bergstrom said. “If we don’t have our sales plan finely tuned, it’s very difficult for me to give accurate and real-time projections about how the company is performing.”

At issue was Winshuttle’s reliance on single-user spreadsheets. Sales planning was being conducted primarily in Excel, resulting in a slow and inefficient process of “spreadsheet trading” as the various pieces of the sales and financial models remained disconnected from one another.

A dynamic business outgrew static modeling tools

For an organization like Winshuttle, Excel was no longer cutting it. For example, since Winshuttle had to constantly update multiple Excel spreadsheets in multiple workbooks representing its global offices and various markets, it could take days to come up with just a single model. Every time new sales projections came in, the process would start anew, leaving no time to explore multiple scenarios for growth projections. This made it difficult to know when and where the company needed to hire staff and make other investments to meet the demand.

Integrated Data Accelerates Business Planning and Consolidated Financial Close

With quotas changing, territories being split and rebalanced, and capacity getting deployed and redeployed, the company knew it needed a highly tuned sales process capable of continuously optimizing. That’s where Adaptive Insights enters the picture.

With Adaptive Insights for Sales, Winshuttle now has the ability to easily create a bottom-up model for meeting top-line booking targets. In addition, the company can finally connect its model to its Salesforce data to automatically bring in opportunity and account level information by rep.

Today, the sales team can easily view historical and seasonal trends in Adaptive Insights to project sales going forward while analyzing staffing, productivity, ramp, quota coverage, and attainment across multiple regions. All this easily accessible data makes it simple to look at multiple scenarios for growth projections, compare multiple plans, conduct what-if analyses in real time, and make adjustments to its sales strategy and forecast on a rolling basis.

“I’m able to have my operations teams in EMEA and North America update their sales forecasts, and I can see the results to the overall plan in real time,” said Scott Spilker, manager of business and sales operations at Winshuttle. “Dashboards enable us to run capacity and headcount scenarios on the fly and see the impacts of those changes immediately. It opened our eyes to things that we may not have known before and gave us the ability to further explore and model out changes in data points we may not have expected.”

Sales as the next step in the active planning journey

As a longtime user of Adaptive Insights for forecasting, budgeting, and intercompany consolidations, Winshuttle gained incredible value by being able to bring the sales plan onto the same solution as the core financial model, creating a much tighter integration between these two critical functions.

“Linking the sales plan into the financial model has enabled us to run holistic scenarios in real time and given us a common language across the organization to speak about how we’re performing both financially and operationally,” Bergstrom said. “Now we have executives speaking one language, one set of metrics, one source of truth. Therefore, our plans are much more integrated and tightly aligned between the various functions than they’ve ever been able to be before.”

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