UK Symposium 2013

1. UK Symposium 2013 Richard Currier Vice President, Strategic Initiatives

2. Revenue Mastering the Breakthrough Topline • The must do’s to quickly and decisively… • Quickly accelerate revenue • Ensure superb new product / service launches • Fix topline problems / eliminate selling roadblocks • Slash sales cycle time • Position accounts so that you are the default winner • Annihilate the competition, especially do nothing • Drive high impact, consistent company execution

3. Revenue Our Help With Your Selling Breakthroughs • Breakthrough-focused Programs … • Market Leadership University • Full-day step-by-step methodology course • Next steps follow up • Executive Leadership Conference (ELC) @ Global Summit • Special “Execution Mastery” Tracks • Ongoing Selling Assistance • Ongoing Marketing Assistance • Breakthrough “sherpas”

4. Three Alternative Leadership Approaches Market Leadership Sales Leadership Solution Leadership Success Time

5. When Solution Leadership Works • High percentage of the solution is unique • Buyers dig deep to appreciate unique values • Solution especially appeals to early stage buyers: • Bleeding-edge, leading-edge, early adopters are excellent targets • Pioneering buyers seeking significant advantages • Productive evaluations: buyers dig into your solutions • Successful implementation: buyers readily push the solution’s limits and are not put off by rough edges

6. Alas, Solution Leadership Erodes More and stronger competitors emerge • Competitors respond by copying your core features • Feature-based competitive edge erodes rapidly • “Good enough”: 20 - 80% features • Proving differentiation to less knowledgeable buyers • Fewer and fewer new “killer app” feature opportunities The Development Death Spiral Crashing faster while struggling to develop your way out of competitive differentiation issues/ problems

7. When Sales Leadership Works You excel at “hand-to-hand combat”: You can readily master new account entry • Develop “own leads” if necessary, but it’s not that tough • Fight to enter “active evaluation "as a real contestant And, master competitive battles • Great product/industry knowledge • Superior sales personnel • Strong sales support: engineers, consultants, product/industry specialists Sales leadership works very well from earliest stages through to mid-stage buyers

8. Sales Leadership Erodes Cost • Operation costs too much, takes too long, is much too hard • Huge growth challenges: slow-to-realize, costly failures Capacity • Quickly run out of skilled hand-to-hand combatants Eagles don’t flock • Often run out of early-stage / mid-stage buyers Leads to the evolution of a “deal-driven company”

9. Mastering Topline Performance Mastery of the must do’s for breakthrough topline success: • Market Thought Leadership Message-based market leader strategy: positioning and message-based strategies to define, seize, and “own” markets, plus crush competitive threats • Account Thought LeadershipVision-Driven Selling – Crafting and refining a highly productive, reliably predictable “killer sales machine” • “Obliterate Obstacles” Focus“Boulder Blasting” Marketing – a problem-focused, high-impact solution that obliterates "showstopper" obstacles to quickly boost your revenue / fix your growth problems

10. Market Leader or Hand-to-Hand? A market thought leader has: • High positive aura and exciting market buzz • Broad message consistency • Easily reached strategic / tactical-direction consensus • Natural pipeline sufficiency / easy pipeline growth • Highly efficient, predictable revenue production Symptoms of excessive hand-to-hand combat: • The 3 D’s: Demo, Discount, Develop • Poor conversion of leads to closed sales • Hard to create urgency and consistent, timely closes • Accounts languishing in pipelines • Select performers produce almost all the revenue • Difficulties in maintaining price Minimize hand-to-hand combat

11. Ultimate Leadership: Category Killer • First, Create the Category • Name it • Define key characteristics • Promote differentiated, compelling benefits • Then, Become the Category Killer • Position for leadership • Follow the validation roadmap • Promote leadership/growing momentum

12. Marketing and Market Leadership “Marketing is the one thing in a company that is too important to delegate.” — David Packard

13. The “Must Do’s” for Breakthrough Growth • Breakthrough applications/ selling breakthroughs • Applications built/ positioned to be clear, compelling breakthroughs in your markets • Pinpoint market targeting with essential market knowledge • Focused, compelling message based strategy • Rich supported messaging delivery • Account leadership • Master leadership selling • Robustly armed processes • Market leadership • Build and execute your market leadership plan • Obstacle obliteration • Boulders identified/ blasting strategy taken to action for biggest boulders

14. Tomorrow: Fixing the Biggest Problems • Visibility/ recognition • Not enough of your target customers know about you – you risk uncontested losses and face credibility problems when you show up • Getting In/ Engaging at the right Level • You struggle to get actively engaged (“achieve sales traction”) with potential prospects, especially engaging at the right senior management level • Creating Urgency • Too many sales stall or fade away – how can you create a sense of urgency and drive the sale to a rapid, successful close, high value close? • Aligning the organization/ beating ‘good old ways” inertia • Once you have crafted you go-to-market approach how do you align all the energy and resources in your company to drive assured success?

15. Insight