The WestbridgeOne Routes to Market Process

1. The WestbridgeOne Routes to Market Process A tested, proven standard for guiding business development Thomas Creary and Nicholas Coutts 2009

2. Create/validate value proposition/business case for customer Size the opportunity Sales/channel capability and capacity needed to address the opportunity Develop Marketing Plan for the Business Ideal partner profile, value proposition and business case Map the sales cycle and process Present business case to partner Develop joint marketing plan with partner Sign contract Generate demand: action joint marketing plan Review/Measure performance WestbridgeOne Routes to Market Process

3. Create/validate value proposition/business case for customer This is a workshop exercise, lasting two to three hours. The output of the workshop is the six level proposition, providing the compelling argument for the customer: 1. Who we are, and our values. 2. What we do. 3. How we do it. 4. The offer – which varies by audience: customers, partners, investors, employees. 5. The direct benefit to each audience. 6. The end benefit. WestbridgeOne Routes to Market Process

4. Size the opportunity • This defines the market size for the offer, for which a value proposition has been created. • The output is a tool, populated with data that can be validated, to ensure the go to market plan is based on evidence. • The market can be sized using existing market data, based on the number of potential target customers, by country, type, or other variable, by making assumptions about the nature of a large, medium or small customer, a project, a sale, or other parameter, such as average transaction value, number of transactions per year, length of life of the customer, and the lifetime value of a customer. • The opportunities can then be prioritised, according to criteria that are used to describe the attractiveness of each opportunity, including cost of sale, number of competitors, margin, length of sales cycle or other variable. • Allows for an understanding of the whole opportunity and who takes what portion of it – you, the partner, the competition • This step can include desk research, field or market research. Opportunity prioritisation is a workshop attended by the client team. The workshop lasts one day. More time may be needed, if the number of offers and market being considered is large. WestbridgeOne Routes to Market Process

5. Sales/Channel capability and capacity needed to address the opportunity • A model is generated, allowing the determination of the number and type of internal resource/partner/intermediary needed to address the opportunity to be calculated – an evidence-based plan for reducing risk • The model generally takes half a day to complete. • Further work may be needed to validate the assumptions and data in the model, to ensure the go to market plan is based on evidence. WestbridgeOne Routes to Market Process

6. Develop Marketing Plan for the Business • Integrates the key components of the vision and the requirements for success. Generates a what and why for each of the following: • Value proposition and business case for the ultimate customer • The size of the opportunity • The portion available to the company • The timeframe of the opportunity • The business model required to address the opportunity • The resources and capacity required to realize the opportunity • Leads to the definition of the ideal partner and the business case for such • The first written document from the exercise, integrating the results of the process to date. Review and approval by management WestbridgeOne Routes to Market Process

7. Ideal partner profile and partner marketing plan This is a workshop, to agree on the criteria that define the ideal partner and the development of the marketing plan for partners. There may be more than one partner type, so a number of profiles may be needed. The criteria that can describe the ideal partner include: Size Motivation Strategic fit Business model Ability to invest Customer base Service capability The workshop takes up to half a day. The output is a partner marketing plan that is aligned with the company business model . The content is tailored to each partner in the mix as relevant. WestbridgeOne Routes to Market Process

8. Map the sales cycle and process Uses a template for charting all steps in the sales cycle, with timelines and resources required A two to three hour session with company management and sales personnel WestbridgeOne Routes to Market Process

9. Value proposition and business case for partners The value proposition is derived from the first step, the development of the six level proposition. It is the main element of the business case that is presented to partners, to recruit partners. The business case for partners is a presentation, which sets out the main incentives and investments for the partner, including revenue and profit over three years and the investment needed in sales and service to support the revenue. The value proposition and business case for partners is a workshop with the client, facilitated by the consultant. It takes up to one half day. The output is a presentation of the business case, which is based on the template. The business case may be tested and refined. WestbridgeOne Routes to Market Process

10. Present business case to partner Meetings are set up with potential partners and the business case presented to the partner. The outcome is an agreement with the partner to proceed to complete the joint partner marketing plan. WestbridgeOne Routes to Market Process

11. Develop joint marketing plan with partner The marketing plan developed in step 4 (Marketing Plan for the Business) is adapted for the partner. This is completed with the partner, using collaborative work tools The output is the document that is used to set the targets for the partner and review performance. The document is part of the contract that is then completed with the partner. WestbridgeOne Routes to Market Process

12. Sign contract Once the joint marketing plan with the partner has been developed and agreed, the contract can be signed. The output of this step is the signed contract. WestbridgeOne Routes to Market Process

13. Generate demand: action joint marketing plan This step is a continuous process, with the company assisting the partner in the kick off of the plan and its rollout according to the contract. WestbridgeOne Routes to Market Process

14. Review A review of progress with the joint marketing plan should take place at least once each quarter, using measurable parameters of performance developed in the marketing plan development phase Output can include recommendations about changes and improvements to the tools, methods and processes. WestbridgeOne Routes to Market Process

15. The WestbridgeOne Routes to Market Process A tested, proven standard for guiding business development Contact: Tom Creary, Montreal, 514.893.4295 Nick Coutts, London, 44 0207 386 3957 WestbridgeOne Routes to Market Process