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The Better Business analysis 
Institute presents the Better 

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Business analysis podcast with 
Kingsman watch. 

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Hello and welcome back to the 
Better Business analysis 

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podcast. 
And this session, we're going to

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continue on talking about 
technology and why it's 

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important for a ba to understand
technology. 

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And the last session we did get 
down and geeky and really 

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covered some of the lower level 
Concepts around computer 

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science, effectively, you do 
computer, science degree and 30 

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minutes this time. 
So we're going to bring it right

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up to the general kind of 
Enterprise applications that are

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used out there. 
So we're going to talk about 

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what Erp system is, what a CRM 
system is. 

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What a Content management system
is and web apps and they're kind

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of the fundamental architecture.
Technical architecture solution 

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architecture for like that. 
And that is is fundamental for 

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most of the time. 
Customers in which you're going 

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to be working with are your 
clients and it's important to 

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kind of understand what these 
packages do, what platforms? 

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They kind of run on and 
appreciate the general 

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functionality, that they provide
out of the box and, and also 

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from a configuration point of 
view. 

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So configuration being an 
interface where you can make 

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changes to the application or or
the or the president. 

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Product. 
You then have customization, 

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which is sometimes not 
necessarily well-defined, which 

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I Define as the egg. 
Microsoft definition, which is 

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you are doing more than 
configuring a system, you may be

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writing, pseudo code, or you may
be integrating with the system, 

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you're customizing the system 
for your needs and that 

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generally involves some level of
technical knowledge. 

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And then is coding of course, 
which is fully customized fully 

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specialized, for maybe use case,
that is required for your 

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particular problem, that you're 
solving. 

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So those those different Seas. 
I guess we'll cover those off. 

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But this session we will be 
talking about the Enterprise 

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products and applications and 
Platforms in which most 

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companies who are bigger than a 
A small company will be using 

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and actually small companies use
these but they might be just the

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cut down versions online as 
assess product and hopefully 

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that gives you some insights. 
So when you go into another 

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organization you hear that 
they're using type of one of 

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these applications, you'll have 
a better understanding and where

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to start and what kind of some 
of the challenges you might 

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experience. 
Okay, so welcome and without 

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further Ado, we'll get straight 
into it. 

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So what does an Erp system and 
Erp system stands for enterprise

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resource planning? 
And that's a fancy word, which 

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is really means a system that 
has a whole lot of components 

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that work together to run your 
business, your back into it. 

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Usually associated with 
warehousing or operations 

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processes manufacturing. 
And I guess that's the point of 

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the resource planning planning 
resources across your 

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Enterprise. 
For many different types of Erp 

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systems commonly you might find 
some, in the Microsoft Family, 

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sappers a massive Erp system, 
which can be configured for 

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pretty much any solution there 
are kind of local, governments 

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software, that's almost an Erp 
system. 

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And so there's a lots of Rangers
and vendors who create these 

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systems and they usually bigger 
players. 

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So it took about Oracle, we talk
about set which will that 

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Microsoft each one of them. 
The idea of those systems is 

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that they can be configured to 
meet the needs of your 

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particular business and you pay 
a lot for that. 

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That's what we talk about when 
we talk about Erp system. 

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Now, what is a CRM system? 
Serum stands for customer 

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relationship management. 
It evolved from really a Content

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management system and no 
organizations and contacts link 

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link to them the customer and 
then integrated the sales 

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process. 
Yes, and Lead opportunities and 

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orders. 
And most of the serums you see. 

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Today, Zoho, Salesforce, 
Microsoft Dynamics. 

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They have expanded out of just 
customer relationship 

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management, and really allow you
to do everything in relation to 

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your experience with a customer.
So, that might be marketing, 

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that might be customer portal 
activities, and these are always

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always really wrapped around. 
The interaction with external 

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stakeholders. 
So as opposed to a set Erp 

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system which is your back-end 
processes and usually focused on

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your internal stuff, this is 
usually the system that holds 

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your customer information and 
your contact information and a 

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lot of these platforms integrate
with one another. 

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So Microsoft will you know so 
you're both the cerium and an 

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Erp salesforce's integrates with
Erp systems and set will do the 

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same. 
Now the third application, 

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that's very common, across the 
Enterprise and actually this one

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anyone with a website will 
generally have and that is a 

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Content management system, so a 
CMS you sometimes hear. 

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Now again, this is the generic 
term for this type of 

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Technology, but you'll generally
have brand names the same for us

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cerium and an enterprise system.
So, a lot of people talk about 

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Salesforce, Really, it's the 
serum system which is trying to 

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do that Erp, and trying to do 
better content management. 

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But primarily as theorem system 
the same for Dynamics and the 

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Microsoft realm. 
When we talk about a CMS system,

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however, the content management 
system is a system that manages 

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content, that's externally 
focused. 

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So this would be your website 
primarily so there's a very 

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popular senses. 
Mm sorry. 

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See you Is called WordPress. 
You may have also heard of 

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Shopify or wax. 
And these are all content 

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Management systems that allows a
business or organization to 

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create websites by dragging and 
dropping and hosting content and

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managing external users to their
system. 

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So, this is your face of your 
business and when you have a CMS

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A stem a Content management 
system and you have Annette's 

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hosting your website. 
That's what you wish website is 

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used. 
I use that to create it and to 

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update it that can integrate 
generally with these other three

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fundamental applications, I 
talked about. 

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So for example, Microsoft 
Dynamics has a feature called 

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power apps and that can be used 
externally. 

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But this power-ups portals, 
which is an external Component 

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that allows you to build 
website, a customer portal. 

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And there is slight slight 
difference between the external 

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public facing website, like, 
when you go onto Google and 

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search for someone's domain, and
a customer portal, we call that 

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almost an Extranet because you 
need to usually log in to access

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that content. 
But effectively, you've got 

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external content managed by your
customer relationship management

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system that may have some 
Croatian with your CRM system. 

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HubSpot would be a great 
example. 

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A lot of users used for, for 
example, when you fill in your 

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contact form on your website, 
that information May flow 

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through as a lead into your 
serum system and then your CRM 

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system. 
Usually there might be a 

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connection around the order 
fulfillment, or the kind of 

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production site to an Erp system
primarily and the other round. 

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I'm that is, is a usually, a 
module within the CRM or Erp 

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system would be your financial 
area every company or 

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organization. 
Generally runs. 

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What's called a general ledger, 
Ledger of accounts that allows 

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you to manage your money coming 
in and your money going out and 

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that Financial module is quite 
critical and it usually lives in

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one of these applications, or 
you might have what they call an

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S financial management system 
that separate to those. 

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That is very good at managing 
finance and it's managed by the 

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financial Team. 
All the accountants, let's vary.

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So we look at the top, you've 
got the sixth almost externally 

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facing system, which you can 
change, which is your seam, CMS 

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your content management system 
that host your website. 

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You might have the CRM system 
that integrates with that which 

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is taking customer data like 
signing up for new accounts. 

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During the sales process 
managing your contacts database 

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and then below that in terms of 
your fulfillment of orders or 

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your production side and some of
the backend functions like 

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Finance you might have an 
Enterprise management, sorry and

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resource management system which
an Erp system which allows you 

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to do back in functions. 
So those three components are 

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very common obviously the 
financial management side like I

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said, might be It will part of 
your Erp and they that's kind 

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of, very a very common 
architecture for a large 

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Enterprise. 
Now, they are the containers of 

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applications, those three 
fundamental applications. 

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However, when it comes to the 
CRM side and when it comes to 

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the customer side has to 
management side and then back in

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side which is your Erp. 
They may not be just one system.

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They might be a collection of Of
systems that talk to one 

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another, you met what we call 
decouple those different 

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functions into systems that suit
your business better and they 

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may all be integrated through 
apis or through integration 

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software. 
But I think it's important to 

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think about those layers. 
They generally relate to some 

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conceptual layers, which is your
front end, you know, your middle

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layer and then you're kind of 
your kind of back office layer. 

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And then of course, Data that 
supports all that. 

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As what you generally also find 
is that, if you choose the type 

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of one of these products, for 
example, you decided to work 

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with Microsoft and may may make 
sense for you to, you know, get 

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their serum system, their Erp 
system and find a product that 

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from a Content management system
or a website product that 

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integrates with that negatively,
that will make Your architecture

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more simple and obviously it 
will be cheaper to integrate 

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those products because they're 
all made by the same vendor and 

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they'll come together. 
She's usually fine when you are 

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working with a kind of a 
Midstream organization kind of a

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small medium-sized business 
which is very common. 

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In New Zealand. 
They will go with one vendor to 

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when they when they decide what 
kind of products they want in 

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that space. 
So their architecture and the 

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cost to integrate these two I 
listened what I haven't talked 

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about. 
So those are when we talk about 

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those three fundamental systems 
that most Enterprises have to 

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kind of run their major data 
areas where major processes. 

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You've also got what we call 
product to productivity Suite or

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productivity tools and they are 
tools that we use just to do 

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normal things in business or to 
run an organization. 

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So these are products like 
email. 

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Products like a wording, a word 
processing tool, you know, 

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sheets or an Excel tool, 
presentation layer and we're now

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seeing in that space and 
evolution of maybe a team 

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collaboration space where you 
can chat and you can share 

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documents. 
So what's very common there. 

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As for an organization to 
usually choose one of two, many 

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years, one is the Microsoft 
Family so Microsoft 365, which 

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used to be called Office, 
Microsoft Office, and and you 

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should know, I mean, if you're 
in business, you'll know that 

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that comes with things like Word
and Excel and PowerPoint. 

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And some email Outlook Outlook, 
is their product and now teams 

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as part of their base, sweet and
teams is like an application, 

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which allows you to do video 
calling. 

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But also share and chat with 
documents and teams actually 

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sits on a product called 
SharePoint, which was their old 

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document management and 
actually, in some ways team team

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product. 
So Microsoft has this office 

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suite, which it uses for its 
productivity. 

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So basically daily operation or 
it. 

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And, and that works very well on
Windows, which is also owned by 

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Marxist haft. 
And also works on Mac and then 

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you also have the Google Google 
Suite. 

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So I think it's called they 
change their names pretty pretty

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frequently, but I think it's 
called Google for business and 

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Google, for business provides 
all the same kind of functions, 

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usually at a lighter touch, but 
usually easier to use for 

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businesses as well. 
So that's almost an alternative.

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If you don't, you could go the 
Google way, he go to the 

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business and there's some pros 
and cons on those products, 

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depending on what your business 
does. 

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Now, if you were to, for 
example, have Microsoft Office, 

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and teams and officers being 
your productivity suite for all 

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your employees, and obviously, 
that cost money, and there's a 

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cost Factor there. 
Some of these three fundamental 

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tools. 
I talked about the Enterprise 

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might have a CMS solution, 
content management system, your 

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Erp and CRM. 
If you were to choose a 

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Microsoft version of those, or 
one that at integrated with 

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Microsoft, it may make life 
easier because you've already 

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using a Microsoft product for 
your productivity Suite. 

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So, an example of that is, if 
you were doing a using a 

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Microsoft CRM system, and you 
wanted to send an email, it 

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would, there would be a slight 
advantage. 

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And obviously, we've got 
government regulations that that

233
00:16:05,800 --> 00:16:09,400
try to stop these companies from
having a monopoly and forcing 

234
00:16:09,400 --> 00:16:12,400
you to use all of their products
and have a choice. 

235
00:16:12,900 --> 00:16:19,200
But I can tell you if you're 
using Microsoft 365 as your 

236
00:16:19,200 --> 00:16:22,100
office, you know, your 
productivity suite and you have 

237
00:16:22,100 --> 00:16:26,800
Dynamics 365, which is their CRM
product, they will integrate 

238
00:16:26,800 --> 00:16:30,200
very well together and there 
would be an advantage for you. 

239
00:16:30,200 --> 00:16:34,400
Two to go that way. 
And it would mean that you as a 

240
00:16:34,900 --> 00:16:38,700
as a as a worker or other users 
within the organization would 

241
00:16:38,700 --> 00:16:43,900
get very familiar with the kind 
of ux Azure the top where the 

242
00:16:43,900 --> 00:16:46,700
toolbar was and how to perform 
functions. 

243
00:16:47,000 --> 00:16:49,500
And there would be advantage to 
go that way. 

244
00:16:49,800 --> 00:16:52,100
So I am kind of getting into 
architecture and how you select 

245
00:16:52,100 --> 00:16:55,200
these products but these are 
things you need to think about. 

246
00:16:55,400 --> 00:17:02,200
Now that is kind of the main, 
the main applications and tools.

247
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An Enterprise will have those 
three. 

248
00:17:04,099 --> 00:17:08,300
I talked about fundamental ones 
and a productivity suite and I 

249
00:17:08,300 --> 00:17:12,099
did mention one other common 
word you might hear, which is 

250
00:17:14,200 --> 00:17:16,700
Records and document management 
system. 

251
00:17:17,099 --> 00:17:19,400
You hear less about these these 
days. 

252
00:17:19,900 --> 00:17:22,300
But they have they were common 
and, you know, you may have 

253
00:17:22,300 --> 00:17:24,700
heard about the product 
SharePoint, which is one of 

254
00:17:24,700 --> 00:17:27,500
these. 
But there are many out there and

255
00:17:27,500 --> 00:17:33,100
they vary depending on the 
complexity and need, you have to

256
00:17:33,100 --> 00:17:39,100
manage your records. 
And a record is is defined as 

257
00:17:39,100 --> 00:17:40,400
something that you need to keep 
for us. 

258
00:17:40,400 --> 00:17:43,200
In a matter of time, there's 
lots of rules around how long 

259
00:17:43,200 --> 00:17:45,000
you need to keep those. 
And if you're a government 

260
00:17:45,000 --> 00:17:48,300
Department, you may need to keep
records of your transactions in 

261
00:17:48,300 --> 00:17:51,100
your business for a long period 
of time. 

262
00:17:52,400 --> 00:17:55,600
So we usually take those away 
from our productivity tools like

263
00:17:55,600 --> 00:17:59,300
you know, the everyday documents
we write and we usually save 

264
00:17:59,300 --> 00:18:03,100
those types of Records. 
So they're important to keep a 

265
00:18:03,100 --> 00:18:06,300
hold of could be contracts for 
example, or it could be 

266
00:18:07,000 --> 00:18:10,800
employment records and maybe in 
another container another 

267
00:18:10,800 --> 00:18:19,100
system, which is called a System
and you might find that your Erp

268
00:18:19,100 --> 00:18:21,700
system integrates with one of 
those or your serum. 

269
00:18:22,100 --> 00:18:24,200
And I think it's more common, 
these days that your 

270
00:18:24,200 --> 00:18:27,200
productivity Suite, the ones 
that you use to create 

271
00:18:27,200 --> 00:18:30,800
documents, have a kind of a 
back-end function for managing 

272
00:18:30,800 --> 00:18:35,100
documents and in the Microsoft 
world, when you save a document,

273
00:18:35,100 --> 00:18:37,000
you can save documents to 
SharePoint. 

274
00:18:37,000 --> 00:18:40,300
And that, as a one of these 
document Management Systems I 

275
00:18:40,308 --> 00:18:44,100
talked about, so, I've talked 
about a lot of systems there 

276
00:18:44,400 --> 00:18:47,500
might be quite confusing. 
However, yeah, it's important to

277
00:18:47,500 --> 00:18:51,400
know, there's these bigger 
systems, these kind of run the 

278
00:18:51,600 --> 00:18:54,500
processes around your business 
and we're going to come to that 

279
00:18:55,000 --> 00:18:57,200
soon. 
And then you have these kind of 

280
00:18:57,200 --> 00:19:01,800
working system's for producing 
documents or any ad hoc 

281
00:19:01,800 --> 00:19:05,500
information or logging in or 
creating email, for example, 

282
00:19:05,700 --> 00:19:10,100
which is your productivity suite
and wished your your working 

283
00:19:10,300 --> 00:19:14,200
area. 
Okay, so that's cool. 

284
00:19:14,200 --> 00:19:18,900
But what is, how does that kind 
of help when you're a be a 

285
00:19:18,900 --> 00:19:23,700
knowing that? 
Well, when you do a change 

286
00:19:23,700 --> 00:19:27,100
program so you're not touching 
on necessarily the daily 

287
00:19:27,100 --> 00:19:31,800
operations so you don't 
generally change your operating 

288
00:19:31,800 --> 00:19:35,700
system, you might change your 
devices but you won't really 

289
00:19:35,700 --> 00:19:38,600
change your productivity Suite 
that often you might change that

290
00:19:38,600 --> 00:19:40,400
every 10 years. 
Once you've decided to go with 

291
00:19:40,400 --> 00:19:43,700
Microsoft, you kind of baked in 
with office, or if you decided 

292
00:19:43,700 --> 00:19:45,600
to go with Google, you baked 
them with Google. 

293
00:19:45,900 --> 00:19:50,700
That doesn't happen that often. 
And you don't generally change 

294
00:19:50,700 --> 00:19:56,300
your Erp system or your serum or
your CMS system and your website

295
00:19:56,500 --> 00:20:01,700
often either because they're 
very expensive to change and you

296
00:20:01,700 --> 00:20:04,700
know, you might there's a lot of
work involved and making those 

297
00:20:04,700 --> 00:20:08,000
changes. 
So, once your architecture is 

298
00:20:08,100 --> 00:20:11,200
put into place and we use the 
word architecture to talk about 

299
00:20:11,200 --> 00:20:15,600
the systems and how they talk to
one another just like a house, 

300
00:20:16,100 --> 00:20:19,300
the dark kind of set. 
For a while, but we might 

301
00:20:19,300 --> 00:20:22,600
change, what we might change 
quite often, is the 

302
00:20:22,600 --> 00:20:27,100
configuration or how we perform 
these processes and these bigger

303
00:20:27,100 --> 00:20:31,400
systems in these, you know what 
I said, Sim custom content 

304
00:20:31,400 --> 00:20:34,800
management system website. 
And we'll talk about web apps. 

305
00:20:35,100 --> 00:20:40,000
Just now, the Erp or the CRM 
system, we enter data in those 

306
00:20:40,000 --> 00:20:44,200
systems and we may change our 
processes, our main business 

307
00:20:44,200 --> 00:20:49,900
processes will generally live in
those systems or the or at least

308
00:20:49,900 --> 00:20:53,900
those containers of systems. 
I just said the word web app. 

309
00:20:53,900 --> 00:20:58,900
So what is a web app? 
I guess we refer to them to apps

310
00:20:58,900 --> 00:21:04,900
on our phone and the word web is
as almost a legacy term because 

311
00:21:04,900 --> 00:21:07,300
everything's on the web. 
Now, everything's connected. 

312
00:21:07,300 --> 00:21:09,700
And we were to add a web app 
that generally means 

313
00:21:09,700 --> 00:21:14,100
customer-facing or public. 
So the same technology that's 

314
00:21:14,100 --> 00:21:17,800
used to create websites to take 
him. 

315
00:21:18,000 --> 00:21:22,000
Nation to host that information.
So, your Serum is as your 

316
00:21:22,000 --> 00:21:29,400
content management system tools,
can be used to create specific 

317
00:21:29,400 --> 00:21:32,800
web apps that do things. 
And I think it's very important 

318
00:21:32,800 --> 00:21:37,600
to just think about an example, 
would be a phone application 

319
00:21:37,600 --> 00:21:42,300
that you might have. 
So, we'll just take the example 

320
00:21:42,300 --> 00:21:46,800
of using Outlook again. 
So, actually, Microsoft Outlook 

321
00:21:47,100 --> 00:21:50,400
if you go onto Ooh, the web page
for Outlook if you go to 

322
00:21:50,400 --> 00:21:54,200
offers.com, you will be using 
web app. 

323
00:21:54,200 --> 00:21:59,000
So the experience that you have 
on your web browser, that is a 

324
00:21:59,000 --> 00:22:03,000
web and then you have your local
version of Outlook which is 

325
00:22:03,000 --> 00:22:06,000
installed and install that 
that's kind of difference. 

326
00:22:06,200 --> 00:22:09,600
And you also have the mobile app
version of that, which is on 

327
00:22:09,600 --> 00:22:15,000
your phone and for a developer 
who's developing all those 

328
00:22:15,000 --> 00:22:17,800
products when they're trying to 
make. 

329
00:22:18,000 --> 00:22:21,100
Consistent. 
They generally use the same look

330
00:22:21,100 --> 00:22:24,900
and feel the same style sheet 
and actually ideally similar 

331
00:22:24,900 --> 00:22:28,800
code, which can be deployed in 
all those different channels. 

332
00:22:28,800 --> 00:22:32,000
All those different destinations
usually find the mobile 

333
00:22:32,000 --> 00:22:35,100
technology and the web 
technology is very similar and 

334
00:22:35,100 --> 00:22:38,500
those that are installed locally
on your computer usually 

335
00:22:38,500 --> 00:22:43,000
involved, a completely different
methodology or even code set. 

336
00:22:44,100 --> 00:22:47,200
So web application is just 
something you can use on the 

337
00:22:47,200 --> 00:22:49,600
web. 
And it has a front end and it 

338
00:22:49,600 --> 00:22:56,200
might have some server and which
it or apis on which it is using 

339
00:22:56,200 --> 00:23:00,000
to populate the information on 
that web app and it might send 

340
00:23:00,000 --> 00:23:03,500
information back through those 
apis to various systems or 

341
00:23:03,500 --> 00:23:07,900
databases and servers. 
So when you hear web apps, a lot

342
00:23:07,900 --> 00:23:11,600
of companies create specific 
apps to perform certain 

343
00:23:11,600 --> 00:23:15,700
functions and they might be 
hosted or assistive all via 

344
00:23:15,700 --> 00:23:18,300
their website. 
So their public facing That's 

345
00:23:18,300 --> 00:23:23,000
what we have is we have apps. 
So I'm just going to Chuck that 

346
00:23:23,000 --> 00:23:26,500
into the same container as I see
as our content management and 

347
00:23:26,500 --> 00:23:28,700
web site area. 
When I talk about this 

348
00:23:28,800 --> 00:23:32,400
customer-facing stuff, I 
consider that in the area then 

349
00:23:32,400 --> 00:23:36,000
we've got our ER our CRM system 
and possibly an Erp or a 

350
00:23:36,008 --> 00:23:40,000
back-end system. 
Now those areas like I just said

351
00:23:40,000 --> 00:23:46,200
they will be that will be where 
we our customers or our our our 

352
00:23:46,500 --> 00:23:49,000
ourselves. 
They'll Staff are able to 

353
00:23:49,000 --> 00:23:50,800
perform these business 
processes. 

354
00:23:51,500 --> 00:23:54,000
So if we just parked there for a
second and look at an 

355
00:23:54,000 --> 00:23:57,400
organization, they will have 
many business processes in which

356
00:23:57,400 --> 00:24:01,200
they carry out. 
A great starting point, is to 

357
00:24:01,200 --> 00:24:08,000
look at the apqc model, which is
the American process control and

358
00:24:08,000 --> 00:24:12,000
quality control Institute 
organization. 

359
00:24:12,000 --> 00:24:17,400
If you go to the website, they 
will specify kind of generic 

360
00:24:17,400 --> 00:24:20,800
process sets that most 
organizations or industry is 

361
00:24:20,800 --> 00:24:25,500
might use So I'm just going to 
refer to that, as we talk about 

362
00:24:25,500 --> 00:24:30,200
how we use these systems are 
actually 12 top level systems in

363
00:24:30,200 --> 00:24:35,900
the generic apqc model and they 
range from managing your 

364
00:24:35,900 --> 00:24:40,000
technology managing your 
financial assets managing 

365
00:24:40,000 --> 00:24:44,100
customers and whatnot. 
If you like they these 12 

366
00:24:44,100 --> 00:24:48,000
processes fit together and cover
everything that a business would

367
00:24:48,200 --> 00:24:52,100
do at a very generic level. 
And and if you read add that and

368
00:24:52,100 --> 00:24:54,300
you look at that process 
hierarchy. 

369
00:24:54,700 --> 00:24:57,300
You may not like the language 
and you might think it your 

370
00:24:57,300 --> 00:25:01,200
business different but it's a 
really good generic set for 

371
00:25:01,200 --> 00:25:06,000
having this conversation. 
Those process areas that 

372
00:25:06,000 --> 00:25:08,400
hierarchy we have talked about 
proceeds, hierarchy. 

373
00:25:08,400 --> 00:25:14,400
Before you would generally find 
that that you can associate 

374
00:25:14,500 --> 00:25:17,700
steps within those process areas
with the systems. 

375
00:25:18,100 --> 00:25:22,400
So for example, when we talk 
about Sales marketing or 

376
00:25:22,400 --> 00:25:28,100
managing a sales and marketing 
that process would generally 

377
00:25:28,500 --> 00:25:33,000
always be managed within your 
CRM system because your CRM 

378
00:25:33,000 --> 00:25:36,100
system is where the sales and 
marketing components and 

379
00:25:36,100 --> 00:25:40,000
features are built in. 
So, yes, has the technology side

380
00:25:40,000 --> 00:25:42,900
the features. 
So there's, you know, ability to

381
00:25:42,900 --> 00:25:46,000
create a marketing list, 
identify who you want to Market,

382
00:25:46,000 --> 00:25:47,800
to create the marketing 
collateral. 

383
00:25:47,800 --> 00:25:53,300
Send it out, and that Her is 
generally in your CRM or with an

384
00:25:53,300 --> 00:25:58,400
app that integrates with it like
SurveyMonkey for example or 

385
00:25:58,400 --> 00:26:02,500
MailChimp. 
And then you've got your sales 

386
00:26:02,500 --> 00:26:06,000
process which is your 
identification of leads, the 

387
00:26:06,000 --> 00:26:11,100
conversion to opportunity, 
working the opportunity down to 

388
00:26:11,200 --> 00:26:14,500
closing the sale which turns 
into an order and that process 

389
00:26:14,500 --> 00:26:19,100
that sales pipeline is managed 
within a CRM system typically, 

390
00:26:19,600 --> 00:26:21,100
and so, both sales and marketing
worked. 

391
00:26:21,300 --> 00:26:24,400
That because those they do 
naturally as a function within 

392
00:26:24,400 --> 00:26:29,400
an organization and those two 
features are highly, you know, 

393
00:26:30,100 --> 00:26:34,900
99%, you'll find those features 
within a serum system because 

394
00:26:34,900 --> 00:26:38,400
they use the, they are the ones 
who identify customers and 

395
00:26:38,400 --> 00:26:41,100
they're the ones who Market to 
your customers and contacts. 

396
00:26:42,100 --> 00:26:47,500
So you can start to really as a 
ba, see how some of these main 

397
00:26:47,500 --> 00:26:52,200
functions at a very high level 
will fit Within In these various

398
00:26:52,200 --> 00:26:57,100
three fundamental systems I 
talked about before obviously, 

399
00:26:57,100 --> 00:26:59,100
so there might be some 
crossover. 

400
00:26:59,200 --> 00:27:06,400
So capturing new leads in a 
reactive way when a lead comes 

401
00:27:06,400 --> 00:27:10,700
to our website. 
For example, they may be very 

402
00:27:10,700 --> 00:27:14,000
interested in whatever service 
were providing and they might 

403
00:27:14,000 --> 00:27:17,500
fall in a contact form and you 
will generally find that it 

404
00:27:17,500 --> 00:27:21,900
makes sense that a serum system 
can spit out some code or Form 

405
00:27:22,100 --> 00:27:24,500
that's hosted on our website, a 
secure form. 

406
00:27:24,700 --> 00:27:28,900
So when that information is 
entered and our website hosted 

407
00:27:28,900 --> 00:27:31,800
on our content management 
system, that that lead 

408
00:27:31,800 --> 00:27:35,600
information may go one way and 
be stored straight into our 

409
00:27:35,600 --> 00:27:38,100
serum system. 
That's a very common use case 

410
00:27:38,100 --> 00:27:43,200
these days. 
And so you can have, you know, 

411
00:27:43,200 --> 00:27:48,500
there might be a combination of 
systems that may may satisfy all

412
00:27:48,500 --> 00:27:51,900
the processes Within These 
groups but you can Actually map 

413
00:27:51,900 --> 00:27:54,900
them. 
And so this is the and you say 

414
00:27:54,900 --> 00:27:58,300
why Ben, why is that useful one?
It helps you understand these 

415
00:27:58,400 --> 00:28:02,400
technology this technology stack
and how processes can it with 

416
00:28:02,400 --> 00:28:04,400
it. 
But the reverse is true. 

417
00:28:05,100 --> 00:28:10,900
So if you are looking to work on
a piece of a project or a 

418
00:28:10,900 --> 00:28:16,500
program to implement a CRM 
system, you should know through 

419
00:28:16,500 --> 00:28:21,400
this conversation and through 
more research that these These 

420
00:28:21,400 --> 00:28:26,400
are the functions, and these are
the process areas and which the 

421
00:28:26,400 --> 00:28:32,700
serum will operate. 
And that's very powerful because

422
00:28:32,700 --> 00:28:36,400
we can start to now say are 
there any other systems that 

423
00:28:36,400 --> 00:28:40,700
exist in our architecture that 
already overlap and this area 

424
00:28:40,700 --> 00:28:43,100
already provided provide these 
functions? 

425
00:28:43,600 --> 00:28:48,700
And so we need to look at those 
the scope of our project and we 

426
00:28:48,700 --> 00:28:53,500
should know that maybe we should
be using what we call the out of

427
00:28:53,500 --> 00:28:58,000
box functionality of these tools
to do these basic functions. 

428
00:28:59,300 --> 00:29:02,300
If you and I think that there's 
a bit of a line here, I'll come 

429
00:29:02,300 --> 00:29:04,300
back to the I'll make a 
statement I'll come back and 

430
00:29:04,300 --> 00:29:09,700
explain what I mean I'm a big 
believer that you shouldn't 

431
00:29:09,700 --> 00:29:16,400
customize. 
Or code customize and create 

432
00:29:16,400 --> 00:29:20,600
custom code for areas of your 
business or organization that's 

433
00:29:20,600 --> 00:29:23,900
quite generic. 
And and that's a bold statement 

434
00:29:23,900 --> 00:29:28,100
and it also is can be subjective
because people can think they're

435
00:29:28,100 --> 00:29:31,000
quite unique in their sales 
process, but they're not. 

436
00:29:31,200 --> 00:29:35,800
And as a ba, you need to really 
work out with the business owner

437
00:29:36,000 --> 00:29:39,400
work out, what is different from
the process or pro project 

438
00:29:39,400 --> 00:29:42,500
you're working on and What needs
what we require. 

439
00:29:42,800 --> 00:29:47,000
Special requirements, 
effectively, if the requirement 

440
00:29:47,000 --> 00:29:49,400
that there's two types I guess 
is requirements in terms of 

441
00:29:49,900 --> 00:29:54,100
requirements that you're quite 
happy that our high level that 

442
00:29:54,100 --> 00:29:56,800
could be met by out-of-the-box 
functionality in, you have 

443
00:29:56,800 --> 00:30:01,200
requirements that unique that 
you either need to change and 

444
00:30:01,200 --> 00:30:02,900
say we're not going to meet 
those because it's going to be 

445
00:30:02,900 --> 00:30:06,000
too expensive to implement or 
they're so unique that we need 

446
00:30:06,000 --> 00:30:09,500
to do that their must-haves and 
that we need now need to do 

447
00:30:09,500 --> 00:30:12,400
custom coding to meet those 
specific one. 

448
00:30:12,600 --> 00:30:14,500
And so you will have different 
requirements will fall into 

449
00:30:14,500 --> 00:30:17,500
different areas and hopefully 
all of them are at the highest 

450
00:30:17,500 --> 00:30:21,200
level and your business 
requirement level such that you 

451
00:30:21,200 --> 00:30:25,700
don't need to spend any money 
kind of coding or doing any 

452
00:30:25,700 --> 00:30:28,800
custom code, but you can just 
configure a system to meet that.

453
00:30:29,200 --> 00:30:31,700
So I'm going to give you an 
example about what I'm talking 

454
00:30:31,700 --> 00:30:35,100
about with a Serum with this 
kind of Syria Miriam. 

455
00:30:35,700 --> 00:30:40,300
We're talking about managing 
marketing and sales and our 

456
00:30:40,700 --> 00:30:42,400
sales and marketing 
stakeholders. 

457
00:30:42,500 --> 00:30:44,400
Sigh. 
Look what they want to do is 

458
00:30:44,400 --> 00:30:47,600
they want to be able to manage 
leads and opportunities. 

459
00:30:47,600 --> 00:30:51,000
And I want to better Market to 
our customers and they're 

460
00:30:51,000 --> 00:30:54,300
currently using spreadsheets. 
They may have you were to go 

461
00:30:54,300 --> 00:30:57,400
deep with them and ask them what
their requirements were at the 

462
00:30:57,400 --> 00:31:00,600
kind of user story level. 
They might say well I'll give 

463
00:31:00,600 --> 00:31:04,200
you some examples real real life
than life stuff where they'll 

464
00:31:04,200 --> 00:31:08,300
say I'll win a new winner new 
customer comes in, we want to 

465
00:31:08,308 --> 00:31:11,100
capture the sand. 
I want to send an email and by 

466
00:31:11,100 --> 00:31:14,600
having that conversation, ocean 
at the lower level, you're 

467
00:31:14,600 --> 00:31:19,400
actually doing a disservice 
Especially if you haven't 

468
00:31:19,400 --> 00:31:23,800
selected a product or eat what 
you should be doing, is really 

469
00:31:23,800 --> 00:31:27,400
having a high-level conversation
and asking a straight-up. 

470
00:31:27,400 --> 00:31:33,500
Why question and saying, why are
you, why would you like to put 

471
00:31:33,500 --> 00:31:37,600
this system in or this process 
in this new system? 

472
00:31:37,800 --> 00:31:40,200
And I say we because we're doing
sales and marketing and 

473
00:31:40,200 --> 00:31:43,000
spreadsheets and we're doing 
them and other applications and 

474
00:31:43,000 --> 00:31:45,400
all over the place and say, we 
want one centralized system, 

475
00:31:45,400 --> 00:31:49,600
you'll say cool. 
When you talk about sales and 

476
00:31:49,600 --> 00:31:55,200
marketing at a general level, do
you just want common sales and 

477
00:31:55,200 --> 00:31:58,500
marketing functions? 
Don't ask them specifically just

478
00:31:58,500 --> 00:32:02,000
say, you can you give me an 
example of another organization 

479
00:32:02,000 --> 00:32:04,500
you work? 
Can I just roll up on? 

480
00:32:04,500 --> 00:32:07,300
Can we just step back a bit and 
start talking about the highest 

481
00:32:07,300 --> 00:32:10,600
level processes? 
And it's very common that in a 

482
00:32:10,608 --> 00:32:14,500
sales and marketing area that 
team specially if your team 

483
00:32:14,500 --> 00:32:16,900
isn't that isn't your core 
business? 

484
00:32:17,000 --> 00:32:20,600
Has say you were in the the 
market of selling vacuum 

485
00:32:20,600 --> 00:32:23,800
cleaners your sales and 
marketing highest level 

486
00:32:23,800 --> 00:32:28,600
processes or functions. 
I would guess are not that 

487
00:32:28,600 --> 00:32:32,000
unique, the same as every other 
company that sells Arkham 

488
00:32:33,400 --> 00:32:36,900
consumer product. 
So therefore we shouldn't be 

489
00:32:36,900 --> 00:32:41,900
spending too much time going 
deep in that area and when we do

490
00:32:41,900 --> 00:32:44,800
our requirements we should keep 
that at a high level for that 

491
00:32:44,800 --> 00:32:49,000
area, which means it allows Us 
to focus on what does matter 

492
00:32:49,000 --> 00:32:51,000
where we should go to lower 
their requirements. 

493
00:32:51,000 --> 00:32:55,200
And then we just really need to 
focus on the change management 

494
00:32:55,200 --> 00:33:00,900
side of teaching our customers, 
sorry, our both our customers 

495
00:33:00,900 --> 00:33:04,400
and our internal staff, how to 
use the out of box functionality

496
00:33:04,400 --> 00:33:08,100
of that various product. 
So I could think of HubSpot or 

497
00:33:08,100 --> 00:33:11,400
Salesforce or Microsoft CRM, 
they'll do a pretty damn good 

498
00:33:11,400 --> 00:33:14,500
job of doing sales and marketing
and of our sales and marketing 

499
00:33:14,500 --> 00:33:16,800
team, just need basic sales and 
marketing. 

500
00:33:17,000 --> 00:33:20,100
Functions, any of those tools 
will be okay and they'll do what

501
00:33:20,100 --> 00:33:24,300
you need them to do, right? 
That's not going to be critical 

502
00:33:24,300 --> 00:33:28,300
in an organization where your 
company, which makes vacuum 

503
00:33:28,300 --> 00:33:32,000
cleaners because your actual 
unique business process is the 

504
00:33:32,000 --> 00:33:36,300
construction design of the 
vacuum cleaner. 

505
00:33:36,800 --> 00:33:39,500
And so your sales and marketing 
process could be generic. 

506
00:33:39,500 --> 00:33:43,100
And so therefore you as a ba 
need to be aware about where 

507
00:33:43,100 --> 00:33:45,900
you're spending your time and 
energy to capture those unique 

508
00:33:45,900 --> 00:33:50,400
requirements, And by having this
technology, understanding that, 

509
00:33:50,400 --> 00:33:54,200
most serums can provide sales 
and marketing functions out of 

510
00:33:54,200 --> 00:33:57,800
the box without any need for 
additional cost or and it won't 

511
00:33:57,800 --> 00:34:02,700
add any value to tweak those. 
Then we can now we know that 

512
00:34:02,700 --> 00:34:05,400
from a technology point of view,
we can persuade the business to 

513
00:34:05,400 --> 00:34:09,699
spend, or to focus their time 
and their workshop time and 

514
00:34:09,699 --> 00:34:14,199
their user story development 
time on areas which are more 

515
00:34:14,199 --> 00:34:19,400
important AKA process. 
Acer's around manufacturing, 

516
00:34:19,400 --> 00:34:24,800
back in cleaners, I'll cover the
soft in a specific podcast. 

517
00:34:24,800 --> 00:34:28,000
When I talk about how you decide
where you should spend your 

518
00:34:28,000 --> 00:34:32,000
money during an organization, 
but I just really wanted to give

519
00:34:32,000 --> 00:34:35,699
you this one example about how 
business processes relate to 

520
00:34:35,699 --> 00:34:39,699
these core systems and how you 
as a ba should understand these 

521
00:34:39,699 --> 00:34:42,199
systems and the general 
functions. 

522
00:34:42,199 --> 00:34:44,900
They provide at a very high 
level doesn't matter about the 

523
00:34:44,900 --> 00:34:48,400
name or as it sells for sir. 
Mark soft. 

524
00:34:48,400 --> 00:34:54,800
They all do the same these days 
really and understand that when 

525
00:34:54,800 --> 00:35:00,200
you're generally talking to your
stakeholders and users that the 

526
00:35:00,200 --> 00:35:03,600
functions that they want, which 
are just at a very high level of

527
00:35:03,600 --> 00:35:07,000
your implementing one of these 
platforms that they're the, 

528
00:35:07,000 --> 00:35:08,800
they're out about out of the 
box. 

529
00:35:08,800 --> 00:35:11,500
Functionality is probably going 
to be enough for you for your 

530
00:35:11,500 --> 00:35:16,100
generic functions, okay? 
So there was a little bit around

531
00:35:16,100 --> 00:35:18,200
technology there. 
Was a little bit around how that

532
00:35:18,200 --> 00:35:21,200
related to process and hopefully
you're a little bit wiser. 

533
00:35:21,600 --> 00:35:26,100
When you hear these acronyms, 
you hear Erp or your CRM or you 

534
00:35:26,100 --> 00:35:29,000
see his CMS. 
We have financial management 

535
00:35:29,000 --> 00:35:32,100
system. 
Ask when you hear some of these,

536
00:35:32,100 --> 00:35:37,700
sometimes you hear a slight 
variations of like XR M or E RS 

537
00:35:37,700 --> 00:35:40,900
which they're actually just 
mean, very something very 

538
00:35:40,900 --> 00:35:44,600
similar to vendors, decided to 
be about funky with xrm is very 

539
00:35:44,600 --> 00:35:48,100
popular at the moment, which 
means anything a ship management

540
00:35:48,100 --> 00:35:50,400
but it's primarily the same as a
serum. 

541
00:35:51,200 --> 00:35:54,600
So by having this understanding 
of this technology stack, you'll

542
00:35:54,600 --> 00:35:57,600
be, you'll become a better ba. 
You don't really need to 

543
00:35:57,600 --> 00:36:02,800
understand how these systems 
operate at the user level. 

544
00:36:03,100 --> 00:36:08,100
You just need to understand the 
functions, they provide Okay, 

545
00:36:08,200 --> 00:36:11,000
that's enough for today. 
I'll catch you next time.