Who’s our ‘customer’? That’s a question most organizations face while dealing with a Multinational Company (MNC) or with a business unit of the MNC. From the parent organization to its subsidiaries, there are various corporate labels that lead to a nebulous understanding of who the customer is. This ambiguity led to conflicting customer representations at VMware.
Due to this gap in understanding, it is a given that there would be a lot left to be desired in the services delivered. Ranging from data duplication to non-alignment of internal departments, there is intensive manual intervention needed to comprehend who the customer is. Now, this gap is a thing of the past with One VMware Hierarchy. With a streamlined approach, One VMware Hierarchy is the process that definitively establishes who the customer is.
One VMware Hierarchy
Due to the overabundance of customer constructs, internal departments have their own conflicting perceptions about customers. Owing to ambiguity of customer constructs, the Go-to-Market (GTM) strategy and revue prospects are affected adversely as Planning Group (PG), CXS, Corporate Finance have not aligned internally. This non-alignment has led to a wide range of unwanted issues. From manual data manipulation for analytics to complex data segmentation, there are many bottlenecks due to the dearth of a streamlined approach.
The ambiguity also makes mass customization a herculean task for the PG and expending efforts in that direction yielded counter-productive results. This underscores the significance for a standardized representation of the customer.
The One VMware Hierarchy offering improves the GTM and sales as it wicks away the requirements for manual intervention by definitively establishing ‘Who a customer is’. The approach encompasses various units of a business enterprise and ensures there are no contradictory perceptions about customer representation to amplify the sales to new heights.
With a multi-tiered process, One VMware Hierarchy initiative sets forth the true customer representation with centralized governance. The One VMware Hierarchy houses four levels which are practical and comprehensible.
- Level-1: Customer
This is the topmost tier in the One VMware Hierarchy, where a parent company occupies this level. They are aligned to Dun &Bradstreet’s Super Global Ultimate (GULT), but will be managed.
- Level-2: Managed Subsidiary
When the same parent company owns 50% stake in the subsidiary, that business unit shall be deemed as a customer and shall occupy the second level in this hierarchy. At this level, management of customer consumption & adoption relationships, SaaS metrics reporting takes place
- Level-3: Country Headquarters
The subsidiaries’ country specific headquarters are on the third level.
- Level-4: Accounts
This is the last level in the hierarchy process. With a unique identifier (UUID) linked from VMware Unified Data (VUD) program, the customer engagement is done.
What One VMware Hierarchy Does
One VMware Hierarchy will essentially replace the varying customer definitions and multiple hierarchy processes with its streamlined approach.
With all the user accounts consolidated, the program augments the accuracy of the aggregated data. Through consistency and scalability, the revenue growth is enhanced.
This standardized approach shall also bring in:
- Actionable insights for Go-to-Market (GTM) strategy
- Better opportunity management, analytics, coverage, territory
- Reduced friction in sales cycle thereby improving overall deal velocity
- Enhanced consumption metrics & reporting
In Conclusion
With multiple and incomprehensible corporate labels all around, it is no wonder that there is friction between departments regarding who the customer is. Against this backdrop, One VMware Hierarchy establishes true customer representation and helps you overcome ambiguity. With this program, you will realize improved deal velocity and enhanced decision making. The consistent and accurate data provided by One VMware Hierarchy program enables you to foster revenue growth.
