SAP Business All-in-One and IBM DB2 Co-Marketing Program 2008 Campaign Adaptation Package

1. SAP Business All-in-One and IBM DB2Co-Marketing Program 2008 Campaign Adaptation Package Revised April 21, 2008

3. Introduction This campaign adaptation package will provide the guidance and information you need to fully benefit from the SAP Business All-In-One and IBM DB2 – the A1/DB2 - Demand Generation Campaign. You will find a comprehensive overview of the program, business objectives, marketing assets available, as well as funding and performance reporting model. A Global Project Office (GPO) agency – KMA One – will support you in campaign roll out. You will have a country project manager who will help you in executing the demand generation program within scope, efficiently, effectively and within your budget. The global project owners are listed at the end of this presentation. Please do not hesitate to contact them with questions.

4. A1DB2 - What is it? Worldwide Co-Marketing campaign jointly developed by SAP and IBM featuring the software bundle - SAP Business All-in-One and IBM DB2 optimized for SAP. Features: • Roll-out to selected countries • Localize in country and execute via SAP channel partners • one integrated solution offering • an attractive price bundle • integrated installation • one stop service and support • partner recruitment, activation and enablement The Campaign: • Offers a range of multi-touch contact strategies from which you can choose, including master assets • Supports you in achieving your market and business KPIs • Provides different response channels • Includes a broad choice of offers • Will be localized and executed • Standardized execution platform linking with your local process

5. Benefits of the Solution Bundle offered by this campaign SAP Business All-in-One and IBM DB2 optimized for SAP is: • Designed to meet the specific needs of growing& emerging businesses • Supported by a comprehensive network of SAP business partners. • Easy to implement, easy to use and affordable. • Shown in multiple analyst studies to deliver exceptionally low cost of ownership. • Known to drive efficiency and allow for a rapid return on investment. • Fast, resilient and scalable - so it can grow the business, and protect the company’s investment in the long term.

7. Campaign Overview: Key Information

8. Campaign Overview: Key Objectives • Build SME solutions awareness and increase market share in targeted industries and geographies • Differentiate SAP Business All-in-One and IBM DB2 solutions from competitors • Support SAP Channel Partners by directly generating demand • Partner recruitment, activation, enablement

9. Campaign Overview: Offers SAP Financing Offer • Anall-inclusive package applies to the financing of both large and small-scale IT projects. This service covers all the costs with a flexible repayment plan. This service includes all costs for hardware, software, customizing, implementation, training, consulting, and service, as well as for maintenance during the first year. The first installment only becomes due once the system is live in a company. In addition, the credit is not subject to a Basel II credit-worthiness check. Watch the “Animated Customer Reference Video” for a detailed explanation:http://www.sap.com/services/sapfinancing/index.epx**Attention: The video is available in English language only. A1DB2 DVD • An offer towards identified IT/Technology oriented audiences. It contains analyst reports, whitepapers and customer references. **Attention: The DVD is available in English language only IBM DB2 Try and Buy CD • An offer specifically targeted at the IT audience **Attention: The CD is available in English language only. • Interactive Self Assessment Tool • An interactive ROI assessment tool that is easy to use and illustrates the value and benefits of the SAP Business All-in-One solution • **Attention: Only available to those participating in Strategy #1: Direct Marketing

10. Campaign Overview: Offers continued Spotlight video • A 5-10 minute video describing the features and benefits of the solution. The instant video is a very effective touch/offer that will help condition and qualify prospects. In addition, it will assist both partners and end users in understanding the solution. **Attention: Only available to those participating in Strategy #1: Direct Marketing and Strategy #3 Web Driven Lunch & Learn Event • Organized andexecuted locally by SAP, IBM and the SAP Channel Partner. Prospects will be invited to join a meeting with the SAP Channel Partner, SAP and IBM experts. • Lunch will be offered, and the event will be an ideal opportunity to start a conversation with the prospects. • Welcome-Kit (solution brief, welcome letter) will be handed-out to the prospects. • Content and funding are provided by the local team. Webinar • Organized locally by SAP, IBM and the SAP Channel Partner. • Sharing a presentation/information via telephone and the internet. • Content and funding are provided by the local team. Additional offer (defined and funded locally) • Countries can define their own offers; examples include: • One year no-cost maintenance of DB2 for new customers of SAP Business All-in-One solutions and IBM DB2 • No-cost on site assessment of business environment

11. Contact Strategy Options • Each country can base their campaign on one of three contact strategies • Strategy #1: Tool and Spotlight - Proposal on Every Desk (PoED) ***NEW in 2008*** • A customer mailer – a letter with a “proposal” attachment and ROI illustration, followed by lead generation telemarketing follow-up calls • Spotlight Video – a 5 to 10 minute video to describe the features and benefits of the IBM SAP Business All-in-One solution. The instant video is a very effective touch/offer that will help condition and qualify prospects. In addition, the video will assist both partners and end users in understanding the solution. • Interactive Self Assessment Tool – an easy-to-use self-assessment tool that illustrates the value and benefits of the IBM SAP Business All-in-One solution. • Strategy #2: Spotlight- Proposal on Every Desk (PoED) ***NEW in 2008*** • A customer mailer – a letter with a “proposal” attachment and ROI illustration , followed by lead generation telemarketing follow-up calls • Spotlight Video – a 5 to 10 minute video to describe the features and benefits of the IBM SAP Business All-in-One solution. The instant video is a very effective touch/offer that will help condition and qualify prospects. In addition, the video will assist both partners and end users in understanding the solution. • Strategy #3: Traditional • Traditional assets for a direct marketing, webinar or event-driven campaign including postcard, letter, brochure and telemarketing

12. Proposal on Every Desk - Overview Proposal-on-Every-Desk mailers are between “normal” mailers and real proposals Normal mailers and brochures Generalized features and benefits Real proposalsSpecific and detailed costs, benefits and ROI PoED mailers Specific, graphical illustrations of costs, benefits and ROI PoED mailers have proved to be: More effective in getting attention and responses • Particularly effective when promoting extensive solutions – such as ERP • Particularly powerful in small and medium enterprises • These contacts may have no idea of the cost or return of such solutions • Talking specific numbers up front: • Gets attention • Overcomes the attitude “SAP is only affordable to huge enterprises” • Conditions and qualifies the prospect

13. Direct Marketing-Proposal on Every Desk (PoED)–Contact Strategy Touch 1: Direct Marketing – PoED, tool based • PoED mailer enhances the traditional passive mailer and takes the reader toward a real proposal for the solution. It illustrates specific solution costs, specific benefits, and illustrates the Return on Investment (ROI). The graphics are taken from the partner’s specific tool. • A Spotlight Video is offered as a very effective touch that will help condition and qualify prospects. The video is based on a demonstration of the tool. In addition the video will assist both partners and end users in understanding the solution. • The tool is offered as a link. This allows the prospect to “play” with the parameters to tailor the cost/benefit/ROI comparison to his/her specific situation. Touch 2: Lead generation telemarketing • Skilled telemarketers make follow-up calls. Spotlight Video PoED letter Assessment Tool

14. Direct Marketing - Proposal on Every Desk (PoED) – Flow Touch 1 Touch 2 Type of touchand content Direct mail package “Proposal on Every Desk” Lead Generation Telemarketing Calls Offers madein touch Watch Spotlight Video Use the interactive tool Go to Landing Page Contact us (email or phone) Watch Spotlight Video Use the interactive tool Go to Landing Page MQLs generated (Marketing Qualified Leads) Lead Profile to Partner, SAP and IBM

15. Event Driven - Contact Strategy • This contact strategy uses traditional A1DB2 marketing assets • Touch 1: Postcard • Postcard Mailing with locally defined campaign offer and Lunch & Learn Event details • Touch 2: Direct mail • Direct Mail Package with detailed bundle description to non-responders and invite to Event together with locally defined campaign offer • Touch 3: Event boosting telemarketing • Invitation to Event or Webinar to responders and non-responders through the local call center • Touch 4: Lunch & Learn or Webinar Event • Either: • Lunch & Learn Event organized locally OR • Webinar held through internet and teleconference facility • Touch 5: Lead generation telemarketing • Call Center follow-up to all participants and non-participants with locally defined campaign offer

16. Event Driven - Process Flow Touch 1 Touch 2 Touch 3 Touch 4 Touch 5 Type of touchand content Webinar OR Lead Generation Telemarketing Calls Direct mail Package Event Invitation Calls Postcard Mailing Lunch & Learn Event Offers madein touch During the webinar or event you can make many types of offers Register for event Go to Landing Page Contact us (email/phone) Go to Landing Page Contact us(email/phone) Register for event Go to Landing Page Landing Page MQLs generated (Marketing Qualified Leads) Lead Profile to Partner, SAP and IBM

17. Web Driven-Proposal on Every Desk (PoED)–Contact Strategy Touch 1: Web Driven- Proposal on Every Desk (PoED) • PoED mailer enhances the traditional passive mailer and takes the reader toward a real proposal for the solution. It illustrates specific solution costs, specific benefits, and illustrates the Return on Investment (ROI). • A Spotlight Video is offered as a very effective touch that will help condition and qualify prospects. The video is based on a demonstration of the tool. In addition the video will assist both partners and end users in understanding the solution. • Does NOT include Self-assessment tool Touch 2: Lead generation telemarketing • Skilled telemarketers make follow-up calls. PoED Letter Spotlight Video

18. Web Driven- Proposal on Every Desk (PoED) – Flow Touch 1 Touch 2 Type of touchand content No Self Assessment Tool Direct mail package “Proposal on Every Desk” Lead Generation Telemarketing Calls Offers madein touch Watch Spotlight Video Go to Landing Page Contact us (email or phone) Watch Spotlight Video Go to Landing Page MQLs generated (Marketing Qualified Leads) Lead Profile to Partner, SAP and IBM

20. Campaign Roll-out • IBM and SAP have created a world-wide program engaging the Global Project Office (KMA) to support country project managers in executing their campaigns. A1DB2 Global Steering Committee SAP Giovanni Vorstenbosch IBM Tammy Toval A1DB2 Global Project Office (KMA) Each country Project Office Director Meryl McKenna Project Office ManagersLisa Keeler Kimberly Landerfelt Project Office support staff SAP Country Program Director /Project Manager IBM Country Program Director /Project Manager Country Program Directionand/or Project Managers Country Sales Partner Country Tele Agency Country Mailing Agency Agency ProjectManager Agency ProjectManager Sales Partner Project Manager Sales Partner Opportunity Mgmt Focal Point

21. Campaign Roll-out continued Collaboration Team Spaces: Each member of the country team will have access to a confidential country collaboration space, as well as a shared country collaboration space containing information necessary to run campaigns locally.

22. Campaign Roll-out continued • Each country will execute their contact strategy of choice by using the 2008 marketing assets available via the A1DB2 shared country collaboration space.

23. Campaign Funding • Funding • 100% Global Funding (IBM/SAP). No local funding required. (If a country chooses to implement Webinars or events – then local funding will be needed for these.) • Global budget is allocated and managed in US$ • Global Project Office will manage your budget. The GPO will assist you with budget management in the following ways: • Post execution budget on your country collaboration space • Engage the execution agencies (nominated by the country team) to: • Request proposals • Issue purchase orders • Process agency invoices (upon your certification and approval) • Pay agencies • Assumptions • Requires participation of 2 to 3 partners per country and global approval • Utilizes 2008 SAP Business All-in-One master assets • Execution agencies must be capable of managing project budget in US$ (includes submitting proposals and invoices in US$ and English language and receiving international payments in US$)

24. Campaign Budget Allocation Process

25. Global Project Office (GPO) Support

27. Creative Asset Samples Screen shots of all available master assets are compiled in a separate presentation. LINK to be provided • Here is a list of the marketing assets available to you • Proposal on Every Desk (PoED) Letter • ROI Assessment Tool • Spotlight video • Landing Page • Event assets Event Invite Postcard Proposal on Every Desk (PoED) letter ROI Assessment Tool Spotlight Video

28. Adaptation Package Usage Guide • The layouts contain certain elements set with a predefined color (blue) as a placeholder only (Bar & Logo) and must be edited to create the Channel Partner corporate color formula. • The magenta marked areas in the layout master documents and in the Word documents are allocated to the SAP Channel Partners input. • The Channel Partner logo must be 30% larger in area than the SAP Partner logo, with a total area of 428 mm. • In the Word documents the yellow areas refer to industry-specific input. • This Campaign Adaptation Package contains asset samples only, all source files can be found at the A1DB2 Shared Country collaboration space on https://a1db2.centraldesktop.com • No SAP Corporate colours or SAP corporate fonts should be used. The complete Guidebook can be found by clicking on this picture:

29. Asset Localization Rules • Your localized assets should be customized considering all local corporate guidelines, requirements and conditions. For example: • Local targeting and segmentation priorities • Cultural suitability • Availability/relevance of offers • Specific industry needs/pain points • Legal and OneVoice requirements and approvals • Local postal regulations • Contact details • Available budget • Country Project Managers are responsible for ensuring corporate standards are met. • An enablement video has been produced by the Global Project Office to assist you in localizing your assets. • Logon to the A1DB2 Shared Country collaboration space to access this short video as well as others (see next slide) • https://a1db2.centraldesktop.com • Request logon and password by sending an email to GPO@kmaone.com

30. Asset Localization Rules: GPO Enablement Videos The Global Project Office has created a set of enablement videos to assist you in localizing and executing your campaigns. Access these videos by logging onto the A1DB2 Shared Country Collaboration space.

31. Proposal on Every Desk (PoED) Letter Localization Master letter Master graphics Letter assets provided as follows: • In US English and US$ • Master letter file • Cover letter • Two-page attachment • Separate graphics file • For translating graphics before inserting into translated letter Localization includes: • Language translation • In letter text and graphics • Conversion and adjustment of cost/benefit estimates • In letter text and graphics • Adding local partner name/logo • Adjustment for country legal/communications policy • Adjustment of addressing: • Master uses unfolded letter in large window envelope • Need to either: • Adjust for local postal window envelop regulations • Adjust for addressing directly on envelope Localized letter ready for merging and mailing

32. Web Driven PoED - Spotlight Video Localization Video assets provided as follows: • In US English and US$ • Master script • PowerPoint slides as used in the video • A sample video (the one that will be used in the US) Master script Master slides Sample video Localization process in country Localize script Localize slides Localization includes: • Language translation • In script and slides • Conversion and adjustment of cost/benefit estimates • In script and slides • Adding local “contact us” information • Phone, email, landing page • Adjustment for country legal/communications policy • Sending the resulting files to the GPO Record local narration Country.ppt Country.wav Production by the GPO includes: • Combining the localized narration and slides into a video • Adjusting the timing to fit the narration • Posting the video files on the country’s campaign microsite • Providing the country with the link to the video GPO Produce video Post on country microsite Send link to country

33. Direct Marketing PoED - Spotlight Video Localization Video assets provided as follows: • In US English and US$ • Master script • PowerPoint slides as used in the video • A sample video (the one that will be used in the US) • Including a demo of the tool Master script Master slides Sample video Localization process in country Localize script Localize slides Localization includes: • Language translation • In script and slides • Conversion and adjustment of cost/benefit estimates • In script and slides • Ensuring consistency with local interactive tool • Adding local “contact us” information • Phone, email, landing page • Adjustment for country legal/communications policy • Sending the resulting files to the GPO [Note: the tool demo in the video will be simulated such that localizing it only requires modifying PowerPoint slides.] Record local narration Country.ppt Country.wav Production by the GPO includes: • Combining the localized narration and slides into a video • Adjusting the timing to fit the narration • Posting the video files on the country’s campaign microsite • Providing the country with the link to the video GPO Produce video Post on country microsite Send link to country

34. Direct Marketing PoED-Interactive Self Assessment Tool Localization Tool assets provided as follows: • In US English and US$ • A sample tool (one that will be used in the US by a specific sales partner) • A self-documenting localization tool: • Guides you through localizing each element Localization tool Sample tool Localization process in country Localize tool The localization tool guides the process, including: • Localizing each element visible in the tool • Headings, paragraphs, disclaimers • Currency symbol and each cost/benefit estimate • Localizing the hidden tables that drive the logic of the tool • Cost/benefit estimates by size of customer • Providing name/logo of the specific sales partner • The localization tool shows most changes in real time • Final integration and testing is done by the GPO [Note: the tool is specific to each sales partner. If a country is using the tool-based PoED approach with more than one sales partner firm, this process will be repeated for each.] The tool is localized using a special version of the tool that prompts for changes to each element, one at a time. Localize files Final testing and production by the GPO includes: • Testing the effect of each localization change • Minor adjustments (such as headings that wrap) • Removing the localization dialogs • Publishing the final localized tool GPO Test all localization changes Adjust if needed Publish final tool

35. Landing Page Localization and Process Two options for the A1DB2 2008 campaign landing page: Option 1: Engage with Agencyteam Stuttgart (ATS) for online execution support • Local team/execution agency will translate and localize the landing page copy deck. • The website hosting, subscriptions reporting and online tracking will be done by ATS including the distribution of responders to the telemarketing vendor for lead verification. Option 2: Local online content integration and local online execution • Local team/execution agency will integrate the campaign landing page into an existing country website and report responders to the telemarketing vendor for lead follow-up.

37. Target Audience • The target audience for your campaign should be defined locally, however here are some basic components/guidelines. • Keep in mind that your country Key Performance Indicators (KPIs) have been created and agreed upon based on the total number of ACCOUNTS (not contacts) in your campaign audience.

38. Suggested Data Resources • Local SAP team to provide: • List of existing customers and prospects, blacklist and seed list • Local Channel Partner to provide: • List of existing customers and prospects, blacklist and seed list • Local IBM team to provide: • List of customers, blacklist and seed list • Local execution agency to provide • List from data broker (if needed) and seed list

39. GPO – Optional – Data Acquisition Support In the unlikely event that a country cannot source its own data, the GPO will provide assistance with data acquisition as shown here Note: This process is only for countries that are not self-sufficient in acquiring data If this support is of interest to your country, ask for details in an early country/GPO review meeting.

41. Telemarketing Agency Nomination and Requirements Country GPO • Normal Telemarketing Agency nomination process: • SAP/IBM country team nominates the agency they want to use. • Telemarketing vendor should be able to: • Make sophisticated outbound calls • Provide inbound response handling • Provide efficient fulfillment • Manage the project in English and US$ • Recommend a dry run with stakeholders prior to launching of project Nominate preferred agency. Issue RFP to agency. Receive proposal Approve proposal including costs Approve technical validity of proposal Issue purchase order to approved agency Recommendation: nominate a telemarketing center that is already trained in SAP solutions and is an approved vendor of IBM and/or SAP. Project management in English and US$ includes: • Provide proposals and invoices in English and US$ • Accept international payment in US$.

42. Telemarketing Call Guide • The call guide: • Provides guidance in developing the local telemarketing script. • Prepares the caller by: • Explaining the campaign • Showing creative assets • Is not intended to be used as a verbatim script. Rather it illustrates possible approaches to handle inbound and outbound SAP and IBM Co-Marketing calls. • There will be a link here for the KMA produced tele guide

43. Response Management Process • The country SAP/IBM Project Team are responsible for directing the assigned agency to perform the following: • Setting up a response mechanism for phone and email (toll-free phone and fax numbers and dedicated email box) • Collecting contact information for responders: • Addresses, phone numbers, email addresses, etc • Fulfilling the requests of each responder for the following:- SAP Financing Offer via e-mail - A1DB2 DVD- DB2 Try and Buy CD ROM by mail or link via e-mail- Solution information for SAP, IBM, or Channel Partner by mail and/or email - Self Assessment ROI tool, prospect accesses it via web link - Spotlight video • Lead Qualification – using lead criteria provided by the global campaign • Collecting and communicating undeliverable mails to project team. • Part of the telemarketing agency’s role is to complete a profile for each lead using a form (DET) provided by the GPO. This cost should be taken into consideration when providing their proposal. • Sending the DET to IBM, SAP and GPO within 2 days of generating each lead • Complete GPO reporting weekly to provide status and quantity of responses

44. Response Management - Process Flow Response methods – landing page, fax, phone • Execution agency – telemarketing call center • Collects all responses • Collects undeliverable emails • Sends out fulfillment via post or eMail • Identifies Marketing Qualified Leads (MQLs) • Adds MQLs to DET; sends to IBM, SAP and GPO • Completes GPO reporting weekly

46. Lead Qualification: Definition Explanation: Cold Lead: 1 of the 4 questions in columns 1 to 4 is met Warm Lead: 2 of the 4 questions in columns 1 to 4 are met Hot Lead: 3 or 4 of the 4 questions in columns 1 to 4 are met

47. Lead Management – Big Picture Process Marketing touches Tele agency Report results to all stakeholders at all stages MQL MQL Marketing Qualified Leads MQL MQL SAP & IBM Channel Manager Sales Partner Firm SQL SQL Sales Qualified Leads SQL Wins Wins

48. Lead Transfer and Tracking Process – Part 1 Tele agency Lead reporting process Part 1 – While MQLs are being generated MQL Joint Data Template “DET workbook” Regular updates.Service level is weekly. Global Project Office IBM Country Manager SAP Country Manager SAP Channel Manager Sales Partner Firm Available to: • All global stakeholders • All country teams

49. Lead Transfer and Tracking Process – Part 2 SAP Channel Manager Sales Partner Firm Lead reporting process Part 2 – During the sales process Enter SQL updates, minimum monthly SAP CRM SAP CRM Report Bi-weekly Report Global Project Office

50. Dashboard Reporting – Global Status You will have access to a dashboard to see your results as well as how your country is performing versus other countries. The results you share with us are critical and needed in order to populate this dashboard.