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Michelin
Company
Quick Team Stats
About

Michelin, the leading tire company, is dedicated to sustainably improving the mobility of goods and people by manufacturing and marketing tires and services for every type of vehicle, including airplanes, automobiles, bicycles/motorcycles, earthmovers, farm equipment and trucks. It also offers digital mobility support services and publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Clermont-Ferrand, France, Michelin is present in more than 170 countries, has 111,200 employees and operates 67 production plants in 17 different countries. Michelin has a Technology Center in charge of research and development, with operations in Europe, North America and Asia.

Company Details
location

Clermont-Ferrand, France

founded

1889

employees

110,000+

Leadership

Name
Title
Location
Amit Arora
Head of CRM, eCommerce
United States
Head of CRM, eCommerce
United States
Hari Singh
General Manager, Digital Transformation
Pune, India
General Manager, Digital Transformation
Pune, India
Manas S.
Digital Transformation Leader, DevOps
Pune, India
Digital Transformation Leader, DevOps
Pune, India
Nicolas Duriez
Digital Transformation Leader, Order to Cash
Greenville, South Carolina
Digital Transformation Leader, Order to Cash
Greenville, South Carolina
Abdelaziz Oussedik
Head of Business & Digital B2B Systems
France
Head of Business & Digital B2B Systems
France
Pierre-Alexandre Joncour
Director, Digital Program (SFDC)
France
Director, Digital Program (SFDC)
France
Morgan Baumann
Leader Digital Transformation
France
Leader Digital Transformation
France
Deema Rahim
Global Chief Technology Officer (CRM)
Charlotte, NC
Global Chief Technology Officer (CRM)
Charlotte, NC

Developers

Name
Title
Location
Darshana Varade
Tableau CRM Developer
Pune, India
Tableau CRM Developer
Pune, India
Ravi C.
Senior Salesforce Developer
Pune, India
Senior Salesforce Developer
Pune, India
Pankaj Kumar
Salesforce QA
Pune, India
Salesforce QA
Pune, India
Sujay Jadhav
Salesforce Marketing Cloud Developer
Pune, India
Salesforce Marketing Cloud Developer
Pune, India
Aishwarya Surve
Salesforce QA Manager
Pune, India
Salesforce QA Manager
Pune, India
Anu Sharma
Salesforce Developer
Pune, India
Salesforce Developer
Pune, India
Yogesh Sharma
Salesforce Developer
Pune, India
Salesforce Developer
Pune, India
Mayuri Padmane
Salesforce Developer
Pune, India
Salesforce Developer
Pune, India
Harsh Bhai
Sr. Salesforce Consultant
Greenville, South Carolina
Sr. Salesforce Consultant
Greenville, South Carolina

Administrator

Name
Title
Location
Abhilash Kumar
Salesforce Admin
Toronto, Ontario
Salesforce Admin
Toronto, Ontario
Ricardo Kurtz
Salesforce Admin
Rio de Janeiro, Brazil
Salesforce Admin
Rio de Janeiro, Brazil
Marcus Lundström
CRM Data Manager
Sweden
CRM Data Manager
Sweden
Remmy Gordon
Salesforce Business Analyst
Raleigh, North Carolina
Salesforce Business Analyst
Raleigh, North Carolina
Hector C
Salesforce Service Cloud Support
Querétaro, Mexico
Salesforce Service Cloud Support
Querétaro, Mexico
Darryl Anderson
Salesforce Admin (Contractor)
South Carolina
Salesforce Admin (Contractor)
South Carolina
Anup K
Manager, CRM Data Engineer
Hyderabad, India
Manager, CRM Data Engineer
Hyderabad, India
Kris Rettberg
Salesforce Administrator
Greenville, South Carolina
Salesforce Administrator
Greenville, South Carolina
David Rhodes
Salesforce.com Trainer
Greenville, South Carolina
Salesforce.com Trainer
Greenville, South Carolina
Maryann Randall
Salesforce Business Analyst
Greenville, South Carolina
Salesforce Business Analyst
Greenville, South Carolina
Ron Martin
Salesforce Admin
Greenville, South Carolina
Salesforce Admin
Greenville, South Carolina
Camille Carpentier
Salesforce Global Admin
France
Salesforce Global Admin
France
Theoloshini Bruce
Sr. Salesforce Admin
Charlotte, NC
Sr. Salesforce Admin
Charlotte, NC
Jeongjin Park
CRM Data Manager
Frankfurt, Germany
CRM Data Manager
Frankfurt, Germany
Victoria Krouminsky
Regional CRM Specialist
Bangkok, Thailand
Regional CRM Specialist
Bangkok, Thailand
Rémi Bernard
Salesforce Admin
France
Salesforce Admin
France
Christophe Colleter
Salesforce Admin
France
Salesforce Admin
France
Farah Ghobachi
Salesforce Administrator
France
Salesforce Administrator
France
Sumanth S
Salesforce Administrator
Charlotte, NC
Salesforce Administrator
Charlotte, NC

Business Analyst/Product Owner

Name
Title
Location
Csaba Szunder
Service Experience Managament, CRM
United Arab Emirates
Service Experience Managament, CRM
United Arab Emirates
Aaron Moller
Marketing Automation Manager
South Carolina
Marketing Automation Manager
South Carolina
Tom Coughlin
Global Product Owner
South Carolina
Global Product Owner
South Carolina
Amir Malik
Senior Manager CRM PMO
Pune, India
Senior Manager CRM PMO
Pune, India
Manoj Mishra
Senior Manager, Salesforce
Pune, India
Senior Manager, Salesforce
Pune, India
Nikhil Karandikar
Senior Manager, CRM Scrum Master
Pune, India
Senior Manager, CRM Scrum Master
Pune, India
Abhijeet Tarar
Product Owner, Salesforce.com
Pune, India
Product Owner, Salesforce.com
Pune, India
Kumar Abhishek
Senior Manager CRM
Pune, India
Senior Manager CRM
Pune, India
Charlotte Zuber
Salesforce Deployment Manager
France
Salesforce Deployment Manager
France
Lakshman Nandakumar
Manager, Salesforce Administration
Pune, India
Manager, Salesforce Administration
Pune, India
Mark Higginson
CRM Strategy Manager
United Kingdom
CRM Strategy Manager
United Kingdom
Jeremy Papon
Marketing Automation Manager
France
Marketing Automation Manager
France
Corentin Dupouy
Global CRM Delivery Manager
France
Global CRM Delivery Manager
France
Loc Tran
CRM Enablement Manger
Vietnam
CRM Enablement Manger
Vietnam
Alicia Cheynoux
CRM Solution Consultant
France
CRM Solution Consultant
France
Stephane Bonhomme
Product Owner Community Cloud
France
Product Owner Community Cloud
France
Candace Wang
Global Digital CRM Manager
Shanghai, China
Global Digital CRM Manager
Shanghai, China
Christophe Charles
Salesforce Implemantation
Bangkok, Thailand
Salesforce Implemantation
Bangkok, Thailand
Alexander Puekker
CRM Change Manager
Sweden
CRM Change Manager
Sweden
Kimberly W.
Global Project Manager
United States
Global Project Manager
United States
Tomas Bennett
Salesforce Engagement Manager
South Carolina
Salesforce Engagement Manager
South Carolina
David Wetton
CRM Change Manager
United Kingdom
CRM Change Manager
United Kingdom
Nadja Müller
CRM Change Manager (Europe)
Germany
CRM Change Manager (Europe)
Germany
Christine Srutek
CRM Project Manager
Frankfurt, Germany
CRM Project Manager
Frankfurt, Germany
Fabrice Theuil
CRM Project Manager
France
CRM Project Manager
France
Franck Sire
CRM Change Manager
Johannesburg, South Africa
CRM Change Manager
Johannesburg, South Africa
Martin Okoronkwo
Salesforce Project Manager
Charlotte, NC
Salesforce Project Manager
Charlotte, NC
波 简
CRM Deployment Manager
Shanghai, China
CRM Deployment Manager
Shanghai, China
Sophie You
CRM Program Manager
Shanghai, China
CRM Program Manager
Shanghai, China
Eddie Leo
Salesforce Engagement Manager
South Carolina
Salesforce Engagement Manager
South Carolina
Víctor Domínguez
Salesforce Process Engineer
France
Salesforce Process Engineer
France
Shayne Fanning
Global Salesforce BA
Charlotte, NC
Global Salesforce BA
Charlotte, NC
Jeff Wilson
Global Salesforce BA
Charlotte, NC
Global Salesforce BA
Charlotte, NC
Veerendra Vasamsetti
Salesforce Marketing Cloud BA
Pune, India
Salesforce Marketing Cloud BA
Pune, India
Prashanthi Reddy
Senior Business Analyst
Toronto, Ontario
Senior Business Analyst
Toronto, Ontario
Niti P.
Senior Business Analyst
Charlotte, NC
Senior Business Analyst
Charlotte, NC

Architects

Name
Title
Location
Isabelle Luyckx
CRM Solution Architect
France
CRM Solution Architect
France
Manjari Raman
Delivery Lead (CRM)
Pune, India
Delivery Lead (CRM)
Pune, India
Rishikesh Bhise
General Manager, Salesforce Architect
Pune, India
General Manager, Salesforce Architect
Pune, India
Kunal Doshi
Lead Architect CRM
Pune, India
Lead Architect CRM
Pune, India
Tanvi Sarolkar
CRM Technical Architect
Pune, India
CRM Technical Architect
Pune, India
Vivek Kidambi
Salesforce Technical Architect
Concord, North Carolina
Salesforce Technical Architect
Concord, North Carolina

In 2016, Michelin kicked off their North American Salesforce 'pilot' rollout with plans to quickly expand into Europe, and other international markets. The primary goal was to find an innovative use for Sales, Service, and Communities to unify all of Michelin's data and B2B customer interactions - tire references, sales history, fleet management, after-sales service, order entry, distribution tracking, wholesale inventory management, and more.

This initial implementation involved 3,000+ internal users plus 100,000+ external users across the North American market alone, which helps to explain the resource density of a team that not only includes your typical functions (Salesforce Admins, Business Analysts, Architects, and Developers) but also team members dedicated to Change Management, Salesforce Training, Quality Assurance, and Deployment / Dev Ops.

Michelin successfully executed the end-to-end Salesforce implementation for North America in an impressive 6 month timeframe, working with a Consulting Partner and Salesforce Program Architect, while starting to build out the internal competency.

Today, the Salesforce Center of Excellence at Michelin spans 15 countries and has a total of 80 people focused on Salesforce, including Administrators, Developers, Product Owners, Business Analysts, Architects, QA Testers, QA Managers, Change Managers, Deployment Leads, Program Managers, and a few Executive Leaders.

At this scale, you're dealing with multi-Cloud complexity (Sales, Service, Communities, CLM, Marketing Cloud), multi-currency (the team out of just Thailand manages ~1,000 users across Australia, Indonesia, Japan, Korea, Malaysia, Thailand, Vietnam), and multi-instance variations of many Salesforce products used.

Why did Michelin build a Salesforce Center of Excellence?

Once a company reaches a certain scale, it becomes more difficult to align competing business priorities and create a cohesive strategy when it comes to technology roadmaps. This is especially the case when a platform like Salesforce is being used across a wide array of business units.

To be successful at this size, it is often easier to build a centralized team that acts as the governing body in charge of the strategic direction, stakeholder management, day-to-day support, project delivery, and overall budget. This is the exact model that Michelin and others at their size have deployed.

According to Salesforce, there are a central focal points of a good CoE:

Prioritize Across Teams

You can see in Michelin's org chart that they have individuals on the Salesforce team organized by product area & geography. This mean that a CRM Product Owner working on B2B Distributor Experience in North America can collaborate with the CRM Product Owner working on B2B Distributor Experience in Asia .

Streamline Processes

In the case of Michelin, they have MANY different Salesforce functions that focus on business process optimization. In a typical org, this would fall solely on the Business Analysts and, to a lesser extent, Administrators; however, Michelin has dedicated Salesforce Process Engineers with deep domain expertise and knowledge of the Salesforce application to create the optimal business process strategy to wrap the technology round.

Plan for Growth

The way Michelin approached their Salesforce rollout was a case study in long-term strategic planning. The initial pilot was done in a core market - North America - and consisted of Sales, Service, and Communities across 2,000 internal users + 100,000 external users. This enabled Michelin to begin developing a core competency and build the framework for an internal Salesforce team to reduce reliance on outside vendors during the global expansion.

Reduce Risk

There are enormous ripple effects that botched implementations can have throughout a multi-billion dollar organization. Michelin took a methodical approach to evaluating, testing, and implementing Salesforce before scaling it more broadly within the organization. This not only helps to minimize investment risk but also downstream effects a failed implementation could have on productivity and customer experience, which is best managed with a business unit that assumes core responsibility - the Center of Excellence.

Some of the Salesforce Projects at Michelin North America:

  • Migrate product and warranty processes from legacy systems into Service and Community Clouds
  • Digital transformation project migrating a manual dealership account creation and maintenance system into Salesforce
  • Integrated legacy systems, an instant credit decision tool, Contract Lifecycle Management, and Community / Marketing Clouds
  • Enabled truck fleet customers to self-register for accounts with preferred pricing, authorize credit card, and complete tire purchase within minutes.


In addition to leveraging Salesforce for B2B Sales (Sales Cloud); Supply Chain Operations & Inventory Management (Custom); Dealer Purchasing & Support (Service Cloud, Communities); B2B Dealer Marketing (Marketing Cloud), Michelin also leverages Salesforce for warranty management, scheduled maintenance, and other B2C touch points.

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