By
Mei Lin Fung
Editor's Note: Mei Lin Fung's career as a organizer, entrepreneur, and author has spanned the non-profit, technology, and finance worlds. Tom Siebel hired her at Oracle to implement his initial vision of an enterprise CRM system. She has been kind enough to share with us that experience:
*****
Tom Siebel interviewed me for a job working for him in August 1988. A headhunter set up the interview. Apparently he had interviewed many people and none fit the bill for what he wanted in a Division Controller for the Direct Marketing Division. Well that's because he expected a weird combination of skills. Finance, Marketing, Sales, Software, Good people skills and a propensity for risk-taking.
It was a pivotal hour in my life to interview with him. He talked about what he wanted to do: REALLY make it possible for technology to transform sales and marketing. A vision of the future where technology could support the prima donnas of sales in a way that was completely supportive of the quirks of the individual salesperson.
My most recent work at Intel up to that point had been as the alpha user for the Intel Distribution Marketing System - which involved setting up the Intel methodology of forecasting for distribution sales out and bookings. Stagger charts, Actuals vs Forecast variance analysis, rigorous accountability for making projections and tying them to what actually happened.
Tom's boss was head of US Sales, Gary Kennedy who had been an ex-Intel guy. In a way, it was a marriage made in heaven, I was perfectly matched to what he needed. What he wanted to do was make into reality what he had been selling to Oracle customers: The ability of the relational database to truly transform business practice in sales and marketing to support customers in a way they had never before experienced or imagined.
When he told me his vision, I could see that it involved taking what I had just done at Intel and applying it to direct B2B sales - an extraordinary exciting vision.
That was the beginning of the best working experience I ever had, the two years working for Tom Siebel - and the skunkworks project that Kevin Kraemer and I kicked off in September 1988. Oracle MIS told Tom it was impossible, fergedaboutit.
Tom set me, his Division Controller and Kevin Kraemer, the top pre-sales technical guy in the group on moonlighting to create the first integrated sales and marketing application, OASIS, which was the genesis of the CRM industry.
Direct Marketing Division spawned two billionaires so far: Tom Siebel and Vinny Smith, and transformed software sales and marketing, making telemarketing and telesales the most critical sales function for all software companies. People who worked for DMD - Direct Marketing Division and who had used OASIS - the Oracle Automated Sales Information System, were recruited by software companies in order to replicate the "Oracle Sales Model". The next potential billionaire of course is Marc Benioff who took over from Tom when he left Oracle.
*****
This content was originally posted on the
Global Connections, Eclectic Selections blog on May 20, 2006. This article has also been published in Alexander Hansal's
Siebel Essentials , a must read source for anyone working with Oracle Siebel technology.