Meet Dynamic Revenue Orchestrator

Learning Objectives

After completing this unit, you’ll be able to:

• Discuss the challenges in the order-orchestration process.
  
• Describe the components of Dynamic Revenue Orchestrator.
  
• Identify the users who work with Dynamic Revenue Orchestrator.
  

Before You Start

Before you start this module, make sure you complete the following content. The work you do here builds on the concepts and work you do in that content.

• Revenue Cloud Foundations
  

Importance of Delivering Customer Orders

The revenue generation lifecycle is the end-to-end process that transforms a potential customer or lead into business revenue. This lifecycle has several coordinated stages that span across sales, operations, and finance. An organization earns revenue by meeting a customer’s needs, receiving revenue only once their order is fulfilled. And when it comes to order fulfillment, there’s no room for error. Mistakes and delays don’t bode well with customers and can severely impact revenue.

To make sure customers receive the correct products, businesses need a solid plan for procuring, packaging, and delivering the products to the right place. This entire process is called order orchestration, and it can get pretty complex.

Order Orchestration Challenges

Fulfilling customer orders brings big challenges. Many people, processes, and systems must work together to orchestrate a successful order: inventory management, fulfillment and logistics, payment processing, shipping, and others all play a role. Let’s explore some typical challenges that organizations face with order orchestration.

Complex Order-to-Cash Process

The order-to-cash process has multiple complexities. Customers often order a mix of products that need different handling, with billing and shipping going to multiple locations. They might also want items delivered on different dates. All these moving parts can easily lead to errors if the process isn’t tightly managed.

Highly Interdependent Tasks

The steps in the order-to-cash process are closely connected. For example, you often can’t bill the customer until the order is delivered and confirmed, and the fulfillment team can’t finish their part until payment comes through. Ultimately, revenue only materializes once an order is complete. That’s why everyone involved needs to work in sync and have a clear view of where the order stands at any given time.

Disconnected Systems

When a customer places an order, multiple systems need to work together—but in many cases, they’re disconnected. This leads to delays, billing errors, and missed SLAs, and all of this takes a toll on customer satisfaction. Businesses need visibility across teams and connected systems with a single source of truth.

Say hello to Dynamic Revenue Orchestrator.

Meet Your New Order-Management Sidekick

A customer just placed an order for a laptop bundle from SmartBytes, a leading electronics provider. Seems simple, right? But behind that single click is a complex web of processes: shipping the laptop, activating the antivirus software, registering the warranty, and more.

Dynamic Revenue Orchestrator (DRO) is the engine that powers end-to-end order processing across the revenue generation lifecycle. Using DRO, businesses can manage everything from fulfillment and billing to revenue recognition, obligation management, and compensation. With this solution in place, SmartBytes can:

• Break down complex orders into manageable parts.
  
• Design custom fulfillment plans for any product.
  
• Automate workflows across multiple systems.
  
• Fulfill orders with accuracy and ease.
  

All this adds up to smoother operations and happier customers.

Step into the Fulfillment Designer’s Shoes

Imagine you’re a fulfillment designer at SmartBytes. You’re the expert behind the scenes making sure orders are fulfilled correctly and quickly. You build products and services in the catalog, set up fulfillment rules and flows, and support run-time tasks like testing and QA. Thanks to your work, SmartBytes can deliver on its promise: getting the right product to the right customer, right on time.

A Big Piece of the Digital Puzzle

SmartBytes has been busy lately. They’re digitally transforming the business with Salesforce Revenue Cloud, a unified product-to-cash suite for omnichannel buying and selling. DRO enables data exchange between front-office customer requests and back-office systems, ensuring every step happens accurately and on schedule.

What’s one of the best parts of DRO? You don’t need any heavy customizations or code to get started. With a simple drag-and-drop interface, DRO lets you automate fulfillment based on product needs, build exception rules for edge cases, and configure end-to-end order flows. There’s power in flexibility, and DRO can scale to support even the most complex products or industries.

Components and Key Roles

DRO has two key components that manage an order from submission to fulfillment.

• Decomposition breaks down the order into individual technical products and services. For example, a bundle with a laptop, antivirus software, and warranty is split into separate items to help ensure accurate and timely delivery.
  
• Orchestration manages these components across systems by mapping the steps required to fulfill the order. It defines task sequences, handles dependencies, and coordinates teams to keep the process on track. Orchestration also includes fallout management, which identifies and handles failed steps using predefined rules.
  

You’ve learned that DRO involves multiple systems working together. But what about the people who use these systems? The main roles are the DRO admin, the fulfillment designer, and the fulfillment operator. Of course, ‌customers who place orders through an online shop or self-serve portal are top of mind.

Here’s a look at the roles and their responsibilities.

Transform Order Orchestration with Dynamic Revenue Orchestrator

The entire SmartBytes team is on board with the Dynamic Revenue Orchestrator, and things are going well. Everyone loves how quickly SmartBytes is bringing new products to market, resulting in quicker time to value.

As a fulfillment designer, you’ve spent a lot of time working with the product designer and the catalog administrator to configure the product catalog, set up commercial and technical products, and define decomposition relationships. This has led to the retirement of siloed legacy fulfillment systems and databases, reducing errors and manual resolution processes. Additionally, the team is thrilled about the cost savings, as fewer sales calls turn into support escalations or managing order fallouts, resulting from failed order fulfillment. This not only improves the bottom line but also boosts customer satisfaction (CSAT) ratings, making it a win-win for SmartBytes and its customers.

Now that you’ve seen how DRO helps with order fulfillment, you’re ready to find out how it handles complex orders. In the next unit, you learn about order decomposition—a way to simplify the technical stuff and keep orders moving smoothly.