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FRONTLINE Selling

Advanced Prospecting Skills Workshop & Prospecting Play Book

PREPARED August 17, 2009

FRONTLINE Selling

Dan McCann Trainer

4550 North Point Parkway, Suite 370 Alpharetta, Ga 30022 Phone: (770) 777-9336 mscher@frontlineselling.com

Information contained in this document is subject to change at the sole discretion of FRONTLINE and is furnished under a nondisclosure agreement. The information may be used or copied only in accordance with the terms of the specific agreement. No part of this document may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or information storage and retrieval systems, for any purpose other than expressly permitted in accordance with the terms of the specific agreement without the express written permission of FRONTLINE Selling, Inc. Copyright 2001-2007 FRONTLINE Selling, Inc. All rights reserved.

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Table of contents

TABLE OF CONTENTS
SECTION ONE Agenda. ....................................................................................................... 7 Introductions................................................................................................ 8 RAMP-UPTM.............................................................................................. 21

SECTION TWO FRONTLINE Selling: High Value Business to Business Prospecting. ....... 39 Executive Summary - Anatomy of a Play Book......................................... 40 Strategic Pipeline Development Process.................................................. 41 FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach............................................... 43

SECTION THREE About Acresso........................................................................................... 50 Enterprise Value Proposition..................................................................... 52 Enterprise Email Script.............................................................................. 55 Enterprise Calling Script............................................................................ 56 Publisher Value Proposition. ...................................................................... 60 Publisher Email Script............................................................................... 61 Publisher Calling Script............................................................................. 62 Focus Messaging Cheat Sheet................................................................. 67 RAMP-UPTM Prospecting Sheet.............................................................. 68

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SECTION ONE

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Introduction to Advance Prospecting Skills

Introduction to Advanced Prospecting Skills


Welcome to the Advanced Prospecting Workshop presented by FRONTLINE Selling. This Workshop is designed to assist Account Executives in penetrating targeted accounts and building a strong sales pipeline. The goal for this workshop is to impart prospecting strategies and tactics and integrate these processes into daily business activities. This will happen in the following format: 1) Understand participants expectations of prospecting and this workshop 2) Discuss the theory and philosophy behind RAMP-UP 3) Change the prospecting paradigm 4) Review RAMP-UP tactics 5) Build a RAMP-UP Tool Box 6) Discuss the Vision-Lock approach 7) Launch A.T.T.A.C.K. Plan

Audience
This Workshop is intended for Sales Associates, Sales Support, and Managers who have responsibility around building pipeline and driving sales.

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Agenda

Agenda

Introduction and Expectations UNIT I Prospecting Theory

Challenges to Prospecting Conventional Thought Lead Generation vs. Demand Creation Paradigm Shift based on FRONTLINE Methodology Introducing the Meaningful Interaction (MI) Mapping MI Value to your Sales Funnel UNIT II

RAMP-UP Definition and Process Overview

Components of RAMP-UP Touch Points Campaigns and Rounds Tool Box Preparation Role Play

Live Calling Demonstration UNIT III Participant Calling Calling Session #1 Session #1 Debrief Calling Session #2 Session #2 Debrief

RAMP-UP Session Review / Q & A

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Introductions and Expectations

Introductions and Expectations Introduction to FRONTLINE Selling LLC


FRONTLINE Selling helps companies increase sales effectiveness. FRONTLINEs services provide a conduit between strategic marketing and a focused sales effort by connecting top-of-the-funnel activity to the strategic selling process. FRONTLINE Selling delivers a strategy, Vision-LockTM, and a supporting methodology, RAMP-UP, that gives an organization the quantifiable metrics and common language necessary to effectively manage demand generation and pipeline building activities. FRONTLINEs RAMP-UP methodology provides the tactical tools and strategy to secure a senior executives TIME and ATTENTION and create a forum to share your value proposition. This forum is called a Meaningful Interaction (MI) and can be compared to a metaphorical plane or train ride. What if the CIO from one of your top ten accounts was sitting in seat 2A on the same flight you were on? How important would it be for you to sit in seat 2B? Wouldnt you pay extra for that seat? Vision-LockTM enables Account Executives to maximize the effectiveness of an introductory 20-minute forum to build credibility, articulate value proposition, and most important create a shared vision fostering a first mover advantage and tilt competitive landscape in your favor. This Vision-LockTM strategy is intended to bridge prospecting with strategic selling. Simply put, RAMP-UP helps manufacture meaningful interactions with targeted key players that put you in seat 2B consistently and repeatedly. Vision-LockTM helps to craft the strategy & tactics around discussion framework after acquiring the seat. The benefits of FRONTLINEs approach, based on Meaningful Interactions versus traditional sales tactics, include the following: Higher Quality Interactions Enhanced Account Targeting Measurable Results No Missed Opportunities Morale Booster Continued Brand Building

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About FRONTLINE Selling

About FRONTLINE Selling


FRONTLINE Selling helps companies become more effective at creating demand by filling the gap between marketing suspects and identification of new sales opportunities. Our Comprehensive and Repeatable Demand Creation Process consists of a strategic Vision-Lock Selling approach providing structure, metrics and a common language around your demand creation activities. To support Vision-Lock, we have developed and utilize our own tactical methodology (RAMP-UP) for execution. The result is a repeatable and measurable sales process transforming your sales people into highly leveraged communicators of your value offering. Clients take advantage of FRONTLINEs Demand Creation Process in three ways:

As an outsourced services provider where our clients hire us to gain access to targeted key players for the purpose of having meaningful business conversations in a highly effective fashion. As a skills development partner where we will impart our comprehensive Demand Creation methods, tools, management techniques and processes to your inside, outside and channel sales teams. Via Prospecting Productivity Management (PPM) An on-demand application that promotes best practices for high value business to business prospecting.

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FRONTLINE Overview

Notes:

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FRONTLINE Team

FRONTLINE Team
Mike Scher President Dan McCann VP Operations Tom Ryder General Manager Matt Sullivan Director of Sales

Mike Scher President


Mike founded FRONTLINE Selling to help emerging and niche companies and sales organizations become more effective in delivering their value proposition to a target audience. As the developer of the companys flagship methodology, RAMP-UP, Mike leveraged his 18-plus years of enterprise solution selling with well-known companies such as JDEdwards and Netscape as well as lesser-known names like SMART Technologies, ProcureNet and RedCelsius. Being a student of sales methodologies such as Strategic Selling, The Complex Sale and Target Account Selling, Mike utilized those skills to become a frequent Presidents Club qualifier while selling multi-million-dollar transactions to global organizations such as ABB, Starwood Hotels, Foster Wheeler, Harsco and The Rouse Company, among others. Mike, who is married with three children, earned a BS degree with honors from Bryant College in Smithfield, RI.

Dan McCann VP Operations


Dan has ten years experience in enterprise B2B sales, focusing on creating netnew business opportunities within Fortune 2000 organizations. Dans experience in generating demand, uncovering financial drivers, and building account strategy has helped him open accounts such as American Red Cross, Toys R US, Draft Worldwide, iStar Financial and RTKL Associates. Before joining FRONTLINE Dan worked in Corporate Travel and sold a combined $60,000,000 in new accounts sales. Dan has driven value for organizations from proactively hunting and farming net-new opportunities in underserved or underdeveloped markets. Dan earned his BS degree from Mary Washington College, and is working toward his Masters of Finance near his hometown in Oakland, NJ where he resides with his wife Diane and three children.

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FRONTLINE Team

Thomas Ryder General Manager


Tom Ryder brings over ten years of enterprise solution sales and account management experience in a variety of roles including demand generation, marketing, executive search, and management experience. Tom has been successful working in both smaller (privately held) and large publicly traded companies such as On Technology and Elron Software. Prior to joining FRONTLINE Selling, Tom was a Principal at The Computer Merchant/Berkshire Staffing Group, an executive search firm. Tom holds a BA in English from Stonehill College.

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What if?

What if?

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Introductions and Expectations

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Prospecting Theory

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Common Challenges

Common Challenges

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Prospecting Paradigm

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Prospecting Paradigm

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Paradigm Shift based on FRONTLINE Methodology

Paradigm Shift based on FRONTLINE Methodology

You have to think anyway. You might as well think big. Donald Trump Notes:

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Mapping an MI to your Sales Funnel

Mapping an MI to your Sales Funnel

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Definition of RAMP-UP

Definition of RAMP-UP

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Components to RAMP-UP

Components to RAMP-UP

If I would have had more time, I would have made it simpler. Ben Franklin Notes:

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Touch Points Pros and Cons

Touch Points Pros and Cons

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Campaigns and Rounds

Campaigns and Rounds

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The Prospecting Campaign

The Prospecting Campaign

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Round One Objectives

Round One Objectives

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Role Play Scenario 1- (First call into GAP Inc.) Acresso A/E- is targeting the VP of Strategic Sourcing (Tiffany Furdak). In an effort to call high and let gravity work in our favor we start with the CIO whose name is Michael Tasooji. <ENT. AE calls the main # > Operator: The Gap How may I direct your call? ENT. AE: (Michael Tasooji) please KEY PLAYER- CIO: Hi, this is Michael, leave a message at the tone or press zero for my assistant ENT. AE: Hi Michael, <NAME HERE> at Acresso. I was hoping to get 20-30 minutes of your time, via telephone, to discuss helping The Gap maximize software asset utilization and simplify packaging and deployment. Please let me know if either Monday or Tuesday morning of next week is best for such a phone call. My number is 312-555-1212 and again its <NAME HERE> at Acresso. Hit 0 ADMIN: Mr. Tasoojis office. ENT. AE: Hi this is <NAME HERE> from Acresso, and what is your name? ADMIN: This is Sally, can I help you? ENT. AE- Yes, Sally, perhaps you could. I just left a message for Michael and was wondering what the best way would be to get 20 minutes on his calendar for a phone call next week, either Monday or Tuesday to discuss maximizing software assets? ADMIN- An act from God! ENT. AE- Short of that, maybe you could help me? <PAUSE>. ADMIN: How? ENT. AE- I wasnt sure Michael would be the right person to speak to and based on your feedback he probably isnt. I usually dialog with Strategic Sourcing or VP of IT. Do you think I should touch base with Tiffany Furdak? ADMIN: No, actually you want to call Mark Brennan, he would probably be the one to deal with software assets. ENT. AE- Thanks Sally, what is Marks official title? ADMIN: He is Sr. Director of Applications & IT Sourcing ENT. AE- Perfect, and does Mark have assistant? <PAUSE> ADMIN: Beth Page ENT. AE- Great! Thank you for your help! Can you transfer me over? KEY PLAYER-IT Sourcing: (Voice Mail) This is Mark, please leave your name and number at the tone or press zero for my assistant. ENT. AE: Hi Mark, <NAME HERE> at Acresso. Sally in Michael Tasoojis office suggested I call

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you regarding software asset utilization, packaging, and deployment. I was thinking we could start with a 20 minute phone call either Monday or Tuesday morning of next week. Let me know which morning is best for such a phone call. My number is 312-555-1212 and again its <NAME HERE> at 312-555-1212. Hit 0 ADMIN: - Hello can I help you? ENT. AE- Hello is this Beth? ADMIN: - Yes who is calling? ENT. AE- Hi Beth. This is <NAME HERE> from Acresso and Sally in Michael Tasoojis office suggested I connect with Mark. I was hoping to get 20-30 minutes of his time, via telephone, what is the best way to do that? ADMIN: What is this about? ENT. AE- Sure, perhaps you can help me? <STOP> I was hoping to get 20-30 minutes of his time, via telephone (pause), to discuss helping The Gap enhance software asset utilization, what is the best way to do that? ADMIN: Mark is in an all day meeting across the street. ENT. AE: I know he must be real busy <pause> ADMIN: He sure is. ENT. AE: Would it make sense to pencil something on his schedule early next week? ADMIN: I need to get his approval before scheduling something, and hell be on the east coast on those days. Have you spoken to him? ENT. AE: No we havent. What do you suggest? ADMIN: The best thing to do is to send company information. ENT. AE: OK good idea, is his e-mail mbrennan@gap.com? ADMIN: No, send it to me (I get all his e-Mail anyway) my e-mail is beth_page@gap.com ENT. AE: Great. Thanks. I will send this out tonight, keep it short and follow up with you in a couple of days. ADMIN: OK, No Problem. ENT. AE: Thank you for your help, Beth ADMIN: You are Welcome.

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Objectives Round Round Two

Notes:

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Role Play Scenario 2: Lets assume its Round 2 (VERY TYPICALLY) we havent gotten any response. The dialogue might go like this: ENT. AE #2 dials main number. Operator: The Gap How may I direct your call? ENT. AE: Mark Brennan please KEY PLAYER- IT Sourcing: (V/M message) This is Mark, please leave your name and number at the tone or press zero for my assistant. ENT. AE: Hi Mark, <NAME HERE> at Acresso. I know you are out on the East Coast today, and hoped to get 20 minutes of your time, via telephone, either Wednesday or Thursday at 10AM to discuss helping The Gap maximize software asset utilization and simplify packaging and deployment. Let me know, or Beth can coordinate what day is best for a phone call. My number is 312-555-1212 and again its <NAME HERE> at Acresso Hit 0 ADMIN: Hello- can I help you? ENT. AE: Is this Beth? ADMIN: Ah, yes, whos calling? ENT. AE: Hi Beth, its <NAME HERE> from Acresso. Hey, I know Marks still on the East coast today, but Im still trying to get on his calendar for a 20 minute phone call later this week, and wanted to see if he gave you any feedback on an appropriate time. ADMIN: Well, I see he is available either Wednesday afternoon, and a slot Friday morning. Im sorry, what was this about again? ENT. AE: Its about software management & sourcing. I have Wednesday at 3 open too, do you want to tentatively schedule that and I will connect with you or Mark Tuesday to firm it up? ADMIN: Sometimes he books things on his calendar and doesnt tell me. ENT. AE: Dont you hate that? ADMIN: Yeah, but thats how he does things. Anyway, before we book anything, let me check with him again. We will review the weeks schedule when he returns, and I will bring this to his attention. ENT. AE: Beth, would it help your discussion if I shot Mark a quick e-mail to mark_brennan@ gap.com? ADMIN: Thats fine. ENT. AE: Thank you for your help Beth Beth: Your welcome, Bye!

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Objectives Rounds Three and Four

Notes:

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Role Play Round 3 Scenario: ENT. AE, gets no response by Wednesday. He calls on Wednesday Afternoon. Operator: Gap Inc. How may I direct your call? ENT. AE: Mark Brennan Please KEY PLAYER- IT Sourcing: (Live Answer) Hi, this is Mark ENT. AE: Hi Mark, <NAME HERE> at Acresso. I am sure I caught you in the middle of something! <Pause> KEY PLAYER: Trying to catch up here! What do you want? ENT. AE: Michael Tasoojis office suggested I connect with you regarding software asset utilization & deployment. My thought was it may be best to schedule 20 minutes on the phone either later today or Friday morning. KEY PLAYER: Software assets utilization? Can you be more specific? ENT. AE: Sure. I know you are trying to catch up, but the purpose of our call will be to discuss how we are helping retailers eliminating unused or abandoned software & renew only active fully utilized licenses. Do you have time later today or Friday for such a discussion? KEY PLAYER: I would need to know more before committing. ENT. AE: At a high level we will focus on topics such as IT sourcing based on actual vs. estimated usage and re-deploying under utilized software licenses, and together determine whether it makes sense to continue discussions. Would that work? KEY PLAYER: OK, Beth keeps my calendar maybe Friday would work. Talk with her. ENT. AE: Ok thanks Mark- after we set something should I forward a confirm e-Mail to both of you? KEY PLAYER: Sure (Transfers ENT. AE) ADMIN: Hello? ENT. AE: Hi Beth its <NAME HERE> at Acresso. We finally connected with Mark and he asked that WE put something on the calendar Friday morning, does 10am work ok? ADMIN: We can do Friday at 10am CT ENT. AE: Great and I committed to Mark to forward a confirmation e-mail prior. Should I call Mark at the main number? ADMIN: Actually call my number 312-555-1213. I will track him down if he is away from his desk) ENT. AE: Thanks Beth- talk to you Friday!

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Round Five Get Creative

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Tool Box

Luck is the residue of design. Branch Rickey (Brooklyn Dodgers GM who signed Jackie Robinson) Notes:

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RAMP-UP Constants

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Glossary of Terms Repeatable Demand Creation Process - FRONTLINEs Comprehensive and repeatable process for helping companies consistently and strategically engage with their target audience at higher levels. The process includes creating and validating messaging and markets, gaining access to the target market, executing effectively on that access and providing end-to-end visibility. Meaningful Interaction (MI) Scheduled forum with targeted key player lasting 15-40 minutes. This forum enables an Account Executive to build rapport, probe for pains, issues, initiatives, build credibility/explain value proposition, and establish a shared vision for company solutions with the objective of advancing this opportunity to a qualified next step. Lead Generation Process of uncovering specific prospects who have acknowledged business pain and have formulated their own strategy for solving that pain, oftentimes with preconceived bias. Demand Creation Process of identifying prospective market opportunities at companies who likely have a specific type of business pain (latent or acknowledged) where solutions, including yours, are not readily identified by the prospect. RAMP-UP (Repeatable and Measurable Process for Upgrading Pipelines) FRONTLINEs prospecting methodology to A) identify targeted key players and their touch points and B) produce a systematic campaign across those touch points focused on securing the TIME and ATTENTION of these targeted key players.

Vision-Lock FRONTLINEs strategic approach to convert MIs into Qualified Sales Opportunities. Vision-Lock addresses the MI preparation, execution and focus required to achieve the
goal of creating a shared vision with a targeted key player. Research Triggers Identified data that flag potential issues within an organization. These data center on the key areas of benefit for your solution. Qualified Sales Opportunity Result of an MI that has been qualified by an Account Executive as to budget, need authority and/or timetable. A QSO warrants the investment of additional time and resources necessary to build a business case and executive sponsorship. A.T.T.A.C.K. Strategic plan to execute a meaningful interaction by Addressing Time, Transition, Agenda, Call-Flow, and Kick-Off. PPM - PPM (Prospecting Productivity Management) is FRONTLINEs on demand application to track, measure and adopt RAMP-UP on an individual and team basis.

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SECTION TWO

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FRONTLINE Selling: High Value Business to Business Prospecting


Strategic Demand Creation Acresso has engaged FRONTLINE Selling to implement a proven methodology to create demand for FLEXnet Manager & AdminStudio for Enterprise accounts and FLEXnet Publisher and Compliance Monitor for Software Developers to help maximize the return on investment in their people. FRONTLINEs prospecting (RAMP-UP) methodology will help Acresso boost sales pipeline within targeted accounts and deliver results to the bottom line more efficiently than traditional approaches. The prospecting framework presented has been adapted to Acresso sales requirements and the resulting repeatable approach will help Acresso to create a robust pipeline and real sales revenue. Two of the biggest obstacles facing organizations with respect to creating demand for their products and services are a lack of BIAS. BIAS stands for:

Brand Identification Solution Awareness

FRONTLINE Sellings integrated go-to-market strategy is a high impact, straightforward and measurable approach to pipeline development that is focused on creating demand and overcoming a lack of BIAS. While some local companies may be familiar with Acresso, few people fully understand the full scope of Acressos solutions. To combat this, it is imperative to execute programs that leverage Acressos investments made in providing robust content and associated costs in sales tools, sales training, messaging, value propositions and marketing. The process and techniques will give Acresso partners the opportunity to engage their target audience in Meaningful Interactions (MIs) in order to create net-new sales campaigns. An MI is defined as a scheduled 20-30 minute focused conversation with a targeted titles such as C-Level IT, Finance (CFO, VP/Dir Finance), and Procurement & Strategic Sourcing on the enterprise side PLUS COO/CMO, VP Products, VP/Dir Operations, VP/Dir Marketing, VP/Dir Sales, VP/Dir Service and Support on the software developer side to discuss solutions driven by Acressos solutions. The MI execution process will assist marketing and sales operations by providing empirical evidence on how these messages resonates and with whom. As part of this effort, Acresso has asked FRONTLINE to create a customized Prospecting Playbook. This is a tool to be utilized in an Advanced Prospecting Skills Workshop delivered by FRONTLINE Selling. The Playbook is designed to reinforce best practices within the context of the unique go-to-market solution offerings including the tactical messaging needed to effectively execute high-value prospecting campaigns. The Playbook is part of an overall Repeatable Demand Creation Process which is focused on selling solutions that create real business impact at higher levels inside the customer value chain. These solutions, along with the content, the processes (both strategic and tactical) and the tools delivered by FRONTLINE Selling, will lead to effective pipeline development. During the workshop, the Acresso sales team will be introduced to new, exciting and time-effective methodologies including RAMP-UP (Repeatable and Measurable Process for Upgrading Pipelines) to produce Meaningful Interactions (MIs) with targeted key players.

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Executive Summary - Anatomy of a Play Book

Executive Summary - Anatomy of a Play Book


The Play Book is a complete go-to-market resource to support your demand creation and strategic pipeline development process. It contains information necessary for planning and implementing a solid prospecting strategy along with the tools needed for execution of a particular value proposition. The Play Book is designed using FRONTLINE Sellings RAMP-UP and Vision-Lock methodology and consists of the following components:

Strategic Go-to-Market Information

Tactical Play Information

Figure 1

The Strategic Go-To-Market component helps define the overall prospecting process and connects the top of the funnel (prospecting) activities to your middle of the funnel (enterprise selling) methodology. Part One of the Play Book includes:

Strategic Pipeline Development Process FRONTLINEs RAMP-UP Prospecting process and Vision-Lock Selling Approach Tracking Metrics

The Tactical Play Information is the tool that is provided to Account Executives to execute their prospecting strategy. Part Two of the Play Book includes:

Information About the Company Discovery Information Client Interviews Information about go-to-market value proposition Tools for Account Executives Prospecting E-Mail message Prospecting Call Script Relevant Talk Track(s) Blank A.T.T.A.C.K. Plan

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Strategic Pipeline Development Process

Strategic Pipeline Development Process


The Sales Pipeline in figure 2 is dissected into three distinct parts: Demand Creation Enterprise Selling Negotiation and Close Any organization that sells high value solutions in an enterprise selling environment must spend a great deal of time in the middle-of-the funnel (enterprise selling) process. To facilitate this, demand must be created before any strategic selling activities can take place. Creating Demand is all about overcoming prospecting obstacles and building BIAS (Brand Identification and Awareness of Solution) Your pipeline development strategy, as shown in figures 3.1 & 3.2 breaks down Demand Creation by separating the two critical top-of-the-funnel activities: 1. Securing a Key Players TIME & ATTENTION (Demand Creation) 2. Articulating your value proposition (Sales Enablement) These two activities are both mission critical and mutually exclusive. Only when you have a Key Players TIME & ATTENTION will you be able to effectively articulate your value proposition. FRONTLINEs RAMP-UP methodology provides the framework for an effective prospecting strategy to create Meaningful Interactions (MIs) and provides your Account Executives the opportunity to focus on executing the MI to enable the enterprise selling activities and close deals.
Figure 2

Figure 3.1

Figure 3.2

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Strategic Pipeline Development Process

Our ultimate goal is to close a deal. To accomplish this, we must use previous experience and training in various middle-of-the-funnel methodologies such as Target account and Strategic Selling, Solution Selling, Customer Centric Selling, The Complex Sale, etc. these types of methodologies universally tell us that:

1. Every deal starts out logical and rational and ends with a decision that is emotionally and politically motivated. 2. To win a deal, you need a politically connected insider (a coach) who:

Wants you to win Tells you they want you to win Has adopted YOUR vision for how to solve the business problem or satisfy their business need Has the political clout and savvy to help you win

The key component is having that politically connected insider adopt YOUR vision for how to solve the business problem or satisfy their business need. If they dont know who your company is and dont wake up in the morning saying I need to buy this solution from your company today, then by definition, a lead for what you are selling does not exist. On the other hand, if they do know who you are, but do not know the full breadth of products and services you offer, then it is very difficult to drive maximum value out of those relationships. This situation requires your organization to go out and proactively create demand for your products and solutions. Then, and only then, can you start the process of developing a shared vision of how YOU can solve a prospects business problems. We call that Vision-Lock. All Account Executives have seen the effects of Vision-Lock at one time or another. It happens at the time when you see the light-bulb go on in someones head. Its that magical moment when your prospect sees your organizations value and decides that you and your solutions are strong candidates to solve their business problems. Of course, that doesnt mean they are going to buy right away or necessarily from you. It does, however, mean that you are now in the position of becoming a valued adviser to help them solve their business issues, pains, objectives, or initiatives.

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FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach

FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach


FRONTLINEs RAMP-UP Methodology is the process used to secure a key players TIME & ATTENTION (see figure 4.1 and 4.2 below). The forum in which we gain a key players TIME & ATTENTION is called a Meaningful Interaction, or MI. An MI becomes a base unit of measurement and the core deliverable from our demand creation activities. An MI is defined as a scheduled 20-30 minute phone call (or meeting) with a targeted key player where you have the key players TIME & ATTENTION to discuss the business issues addressed by your value proposition.

Identify Key Players and their Touch Points Execute a synchronized campaign to secure their TIME & ATTENTION

The MIs produced by RAMP-UP are designed to create and uncover Qualified Sales Opportunities (QSOs). A QSO is the result of an MI where a project, business initiative or business problem/pain (that can be solved by your solution) has been identified and/or uncovered.

Figure 4.1

Figure 4.2

Once an MI has been scheduled, we move from prospecting with RAMP-UP to enabling the selling process with Vision-Lock. Vision-Lock provides the framework to build credibility with executives and connect your value proposition to their business issues and pains. VisionLock is a proactive selling approach that connects the prospecting process (RAMP-UP) to the middle-of-the-funnel, enterprise-selling activities. In essence, it is the glue to a cohesive demand creation process.

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FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach

Predictable Results
The goal of RAMP-UP and Vision-Lock is to create (MIs) that generate Qualified Sales Opportunities (QSOs) in a predictable and repeatable fashion. RAMP-UP is the methodology that will allow Account Executives to maximize their effectiveness through an efficient prospecting strategy. RAMP-UP is a proven iterative process that elevates the probability of engaging a prospect in a meaningful sales cycle. When using RAMP-UP, Account Executives will launch a campaign to gain a key players TIME & ATTENTION. During this effort, the Account Executive (or a FRONTLINE Project Manager on their behalf) will go through various rounds and use learned techniques to establish multiple points of contact, or touches, with a prospect. Touch Points are different methods of communication that may influence targeted key players on conscious and subconscious levels. Here are some frequently used touch points:

Administrative Assistant Voice-Mail E-mail Referral Direct Conversation Fax US Mail / FedEx

Figure 5

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FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach

Note the following Touch Points and the pros and cons of using each. FRONTLINE aggregates as many touch points as possible when securing MIs.

TOUCH POINT Administrative Assistant Voice-Mail E-mail Referral Direct Conversation Fax Direct Mail FedEx

PRO Insider, knows landscape Efficient, recorded, uninterrupted Detailed, portable, viral Implies trust, warm Right to the source, live Unique, stands out Detailed, branded Noticed, unique

CON Protectionist, filter Impersonal, short SPAM, blends In Diluted, filtered, away out Off-guard, not planned Static, not flashy Slow, expensive, untimely Expensive, gimmick
Figure 6

Probability of Success for an MI

During FRONTLINEs five defined rounds (in Figure 7), there is a much higher probability of getting the prospects time and attention during the 3rd round. One reason for this is because each round in RAMP-UP is designed to drive brand awareness and name recognition with the prospect. Another important reason is that Account Executives are able to leverage intelligence and account information uncovered in previous rounds.

The Prospecting Campaign

Rd 3 Rd 2 Rd 1 Rd 4 Rd 5

# of synchronized touches
Figure 7

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FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach


After an MI has been secured using RAMP-UP, FRONTLINE has created Vision-Lock as a selling methodology to increase the probability of turning that business dialog into a Qualified Sales Opportunity. This is done via an A.T.T.A.C.K. plan that helps to organize and manage the execution of the MI in a manner that will help move the interaction into the sales cycle. Below is an example of a blank A.T.T.A.C.K. plan.

A.T.T.A.C.K. Plan
Account: Contact: e-Mail: Revenue: Title: MI Date: Admin: Phone: MI Time: Objective: Advance MI to a Qualified Next Step P2F, Assessment, Demo, Proposal MI Background: Give yourself note on how MI was created ADDRESS A.T.T.A.C.K. TIME: Validate Time / Validate Attention / Be Aware of Hard Stops TRANSITION: The purpose of the call is to discuss <ACCOUNT> and issues related to business process management and with the time alloted determine manual value and potential next steps further dialog or a F2F Meeting. AGENDA: To do that we planned to cover: 1. Intro & Understanding <CONTACT> role 2. Validate areas of focus such as <Pull from Research Trigger> 3. Share how other companies are managing business process 4. Anything else you would like to cover. Establish linkage to the 5 Business Drivers that create Shareholder Value Grow Revenue Reduce Expense Improve Cash Flow Maxim Assets Manage Risk New Customers Reduce Unit Cost Reduce DSO or DIC Share Assets Reduce Debt CALL FLOW: (Probing Questions) (Research Triggers)
1) 1 or 2 personal - How long at the company? How get involved? 2) SAMPLE Questions - Fill-in Yours! 3) Do you have a role in facilitating <X> initative? 4) How has performance with <X> affected your team? 5) As it release to peears <ACCOUNT> is behind in <X> are the discussion to improve these area? 6) Is <ACCOUNT> trying to increase visibility as a result of <X>? 7) With server cut backs is resource utilization on of your top challenges? KICK-OFF: Enterprise Selling Process (Credential with Value Cases) 1) Resource Allocation - (Reduce Expenses or Maximize Assets) Pick - Bank of America, Owens Financial Fortune Brands, Winn Dixie 2) Visibility - (Manage Risk, Grow Rev, Improve Cash) Pick - Raymond James, On-Semi 3) Consolidate Process - (Reduce Expense, Max Assets, Man, Risk) GE Capital Figure 8 Holistic *Find out about major initiatives Financial Key strategies that drive shareholder value External factors that effect company or Business Unit

When executed properly, RAMP-UP and Vision-Lock will remove the variables from your prospecting efforts and drive new business on a consistent basis.

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FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach

Tracking Metrics To effectively gauge success in any prospecting process, it is essential to accurately measure progress. This is done utilizing a set of formal (company focused) and informal (individual focused) metrics. The company (formal) metrics are used to track progress once a Meaningful Interaction has been executed. Using MIs as a base unit of measure we can expect the following results: With RAMP-UP as the methodology to create MIs and Vision-Lock as the approach to convert MIs into QSOs (figure 9.1 and 9.2), 100 Meaningful Interactions should (on average) produce:

40-45 Qualified Sales Opportunities 20-25 Pipeline opportunities (where the deal has size/scope and timetable) 3-6 Closed deals

Figure 9.1

Figure 9.2

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FRONTLINEs RAMP-UP Prospecting Process & Vision-Lock Selling Approach

How do we get there from here?


Understanding that it requires approximately 100 MIs to drive between three and six deals, the question becomes, how do you get 100 MIs? We can effectively produce that number in a predictable and timely fashion by using our informal tracking metrics and managing the number of touches required to get the end result. To achieve 100 MIs, it is necessary to execute 6,500 touches from an assumed population of 500 targeted accounts with 2 key player per accounts (1,000 contacts). On an individual basis, that breaks down to 650 touches divided among approximately 10 Account Executives.

The ROI Calculation


Assuming each Account Executive devotes approximately 3.33 hours per week to prospecting and executes at a rate of 15 touches per hour, we complete our 650 touches in 13 weeks or about 90 days (650 touches / 10 Account Executives / 15 touches per hour / 3-4 hours per week). Assuming our efforts produce the targeted 100 MIs and ultimately 5 deals at a 3-year value of $80,000 each; our Return on Investment ROI (assuming a $150,000 per year cost per Account Executive) is:

$150,000 annual cost per AE x 10 AEs / 4 = $375,000 quarterly cost per AE $375,000 quarterly cost X (3.3 / 40) = $30,938 as total AE cost devoted to prospecting Total 3-year revenue from prospecting activities = $400,000 ($80,000 X 5 deals) Prospecting ROI ($400,000 / $30,938) = 1290%

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SECTION THREE
Frontline Selling Toolbox

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About AcressoTM

About AcressoTM
Powering the Business of Software www.acresso.com Acresso Software provides solutions that power the business of software. By simplifying the business relationship between software/hardware producers and their customers, Acresso solutions have a 25-year history of maximizing the value of the software that the world develops and uses. The company focuses on serving the needs of software/hardware producers, enterprises, and government agencies and its three robust solutions include the well-known InstallShield and FLEXnet product lines. Entitlement Relationship Management Solution for Software and Hardware Producers For software and hardware producers, the Entitlement Relationship Management Solution provides the power to drive revenue growth and simplify relationships with customers. Building upon our industry-standard FLEXnet licensing technology, the solution includes components that make it easier to manage entitlements, flexibly license products, and deliver and update software electronically. Acressos Installation Solution, powered by InstallShield technology, also meets a key need for this market by creating the industrys most reliable installations. The technology is deployed by over 71,000 customers on more than 500 million desktops worldwide. Enterprise Compliance Solution for Enterprises and Government Agencies The Enterprise Compliance Solution offers a centralized view of how critical software is used across the enterprise. The solution includes powerful license tracking components that simplify management of licenses and reduce costs by tracking current usage, predicting future usage, and documenting compliance. Application Repackaging & Readiness Solution for Enterprises and Government Agencies The Application Repackaging and Readiness Solution empowers IT to deploy without incident. It includes repackaging, virtualization, and Windows Vista migration components that help cut costs, optimize business processes, and improve customer service. Acressos AdminStudio product, which includes InstallShield technology, is the software package of choice for companies such as Microsoft, Novell, LANDesk, and Citrix. Acresso Software, privately held by leading private equity investment firm Thoma Bravo, is headquartered outside of Chicago, Illinois, USA with offices worldwide.

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Software Producers & Enterprise Clients: Software publishers AND their customers need to focus on managing the value of the software assets and investments. Software publishers need to optimize flexibility in pricing, managing, electronically delivering software license entitlements in order to maximize revenue potential of their applications by eliminating costly manual processes and monitoring compliance. Enterprise customers need to cut costs, deploy software without incident, keep licenses compliant, and provide superior service to end users in order to maximize the productivity and ROI from the software they purchase. Acresso license management, compliance, repackaging, virtualization preparation, and OS migration tools means ensuring every employee who needs an application has access to it. It also means reducing the IT support burden by reducing system crashes and eliminating the expense of shelfware.

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Enterprise Value Proposition

Enterprise Value Proposition

FLEXnet Manager & AdminStudio FLEXnet Manager is a complete software asset management system that provides enterprises with a powerful set of administrative and reporting tools to optimize the business value of their software licenses. Unlike products that only provide partial or snapshot information, FLEXnet Manager enables direct access to license usage information, giving companies comprehensive management and control of their licensing assets. Developed by Acresso, the market leader in software licensing, FLEXnet Manager is the only solution fully integrated with Acresso FLEXnet, the industrys first universal licensing platform. Targeted Titles

C-Level IT Finance (CFO, VP/Dir Finance) Procurement & Strategic Sourcing

Value Proposition Helping Organizations maximize software asset utilization and license management. Acresso helps leading Commercial and Government organizations drive business impact of software assets by eliminating unused or abandoned software, re-deploying under utilized licenses, and renewing only active fully utilized licenses. In addition to enabling Software Lifecycle Management decisions to be based on actual (vs. estimated) business needs and usage, many Fortune 2000 companies leverage Acresso solutions to:

Reduce total cost of software asset ownership (TCO) Reduce time & cost associated with software license administration Quantify ROI and deploy software budgets by department, division, or project Mitigate risk and exposure to unauthorized software access and use Prepare reliable MSI and virtual packages for error-free software deployment Cut software packaging & deployment time by up to 70% Reduce software spending by up to 35% and ensure vendor audit readiness

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Success Stories FLEXnet Manager Example 1:

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Example 2:

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Enterprise Email Script

Enterprise Email Script

Standard E-mail Subject line: Optimize Software Investments Dear <first name>: Per my voice message, it would be beneficial for us to spend 20-30 minutes, via telephone, to discuss helping <Company> maximize software asset utilization and simplify packaging and deployment. Please let me know (or ask your assistant to call me) if <day/date/time> or <day/date/time> would be best for such a phone call. Acresso helps companies such as 3M, Motorola, Honeywell and IBM optimize software spending, simplify license administration, reduce denials of service and improve compliance with vendor license agreements. Many fortune 2,000 and leading public agencies are eliminating unused or abandoned software, re-deploying under utilized licenses, renewing only active fully utilized licenses, and executing software decisions based on actual (vs. estimated) business needs and usage helping them to:

Reduce total cost of software asset ownership (TCO) Cut software packaging & deployment time by up to 70% Reduce software spending by up to 35% and ensure vendor audit readiness Quantify ROI and allocate software budgets by department, division, or project Prepare reliable MSI and virtual packages for error-free software deployment Mitigate risk of your software deployments and unauthorized access and use

Where the industry is going? With software license compliance being a major concern for all companies, users are looking for ways to stay compliant and have flexible pricing that reflects their actual usage. Patricia Adams Senior Analyst Gartner Research When we speak, we will dive deeper into our software license lifecycle management solutions designed to help you assure 100% availability and optimize your total software spend. In the mean time, you can learn more about us by visiting: Acresso - Software Deployment & Management Your Name Account Executive Acresso Yourname @acresso.com

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Enterprise Calling Script

Calling Script FLEXnet Manager & ELO (SAP & Oracle)


RAMP-UP Constants Start from the top and work your way down Separate Prospecting from Selling: Focus on what you want (20-30 minutes) not the subject matter of the call What is the best way to.. Ask for Help Always Leave a Voice Mail Create urgency Aggregate as many touch points and touches as possible Always Zero out to the admin. Always ask for e-mail address Always end an answer with a question focused on your purpose to retain control

Probability of Success for an MI

Round One Objectives: Identify Key Players Aggregate Touch Points Build Familiarity & Rapport Round Two Objectives: Build on familiarity Aggregate Touch Points Secure an MI Referral /Sponsorship Rounds Three and Four Objectives: Secure an MI Referral Garner Sponsorship Round Five-Get Creative: Quid pro Quo Humor Starbucks Card Personal Touch Recycle Bin

The Prospecting Campaign


RAMP-UP Bell Curve

Rd 3 Rd 2 Rd 1

Rd 4 Rd 5

# of synchronized touches

When calling into an organization to schedule an MI with a key player, there is typically one of three probable outcomes:

Voice mail (either the Key Player or the Administrative Assistant) Getting the Administrative Assistant live Getting your targeted Key Player live

The following outline the scripts that FRONTLINE will use in each of these scenarios when we are first calling into a company. As we build rapport, we will add information gathered in previous calls, but will still ask for the same 20-30 minute Meaningful Interaction.

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Enterprise Calling Script

Calling Script Acresso Enterprise & ELO (SAP & Oracle) Scenario I: Voice Mail (or Admin Voice Mail) Hi <Key Player Name>, this is <Your Name> from Acresso. I was hoping to get 20-30 minutes of your time, via telephone, to discuss helping <Company> maximize <software, SAP, Oracle> utilization, packaging, and deployment. Please let me know or ask <admin. name> to call me) if <day/date/time> or <day/date/time> would be best for such a phone call. Again, this is (Your Name) from Acresso and you can reach me at 312-555-1212. I look forward to our conversation. Hit 0 Scenario II: Administrative Assistant Hi (Admin. Name) this is (Your Name) from [Acresso], (if do not have name, what is your name? / Hi (name) Hi <Admin Name> I just left a message for <Key Player> I was wondering if you could help me. <STOP> I was hoping to get 20-30 minutes of (Key Players) time to discuss <software, SAP, Oracle> license management. What is the best way to do that? / Can you help me do that? a) Would it be best to send a couple of paragraphs to (Target Name) electronically? E-mail address? (Ask for Admin. e-mail as a fall back). b) What is this about? Repeat: Sure, I was hoping to get 20-30 minutes of (Key Players) time to discuss <software, SAP, Oracle> asset utilization, deployment, & management. And was wondering what if you could tell me the best way to do that. Dont forget to ask to go into voice mail as well - Would it help you if I left him a quick voice mail as well? Tips & Advice When asking if (Target is available- pause). Administrative Assistant will usually give you some good info in a response like hes in a meeting or hes out of town until next week or hes in a budget review meeting(WRITE IT DOWN) Then theyll ask Who is this? <Tip> When talking to the Administrative Assistant, listen carefully for background noise. Whenever you hear another phone ring in the backgroundSTOP immediately and ask the Administrative Assistant do you need to get that if any hesitation be gracious and say go ahead. Put me on hold and grab that (theyll put you on hold and rush the other party off the phone-----works almost every time)

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Enterprise Calling Script

Scenario III: Get Key Player - Live (Objective is to get off the phone!) I know I probably caught you in the middle of something. <STOP> The reason for my call is to schedule a 20-30 min, via telephone, either <day/date/time or day/date/time> to discuss helping <Company> maximize <software, SAP, Oracle> utilization and simplify packaging and deployment. What is the best way to do that? What is this about?

Sure, I know you are busy right now, so I dont want to take much of your time. The purpose of my call was to set up a 20-30 minute telephone call with you to discuss helping <Company> optimize <software, SAP, Oracle> investments. Do you have time either <day/date/time or day/date/time> for such a call? I need to know more or I have time right now

Next level. The purpose of setting up a phone call would be to discuss how we have helped major companies such as 3M, Motorola, Honeywell and IBM maximize their <software, SAP, Oracle> assets by: (pick 2) a) eliminating unused or abandoned software b) re-deploying under utilized licenses c) renewing only active fully utilized licenses d) make strategic decisions based on actual (vs. estimated) business needs and usage

These companies: (pick 1)

Reduce total cost of software asset ownership (TCO) Cut software packaging & deployment time by up to 70% Reduce software spending by up to 35% and ensure vendor audit readiness Quantify ROI and allocate software budgets by department, division, or project Prepare reliable MSI and virtual packages for error-free software deployment Mitigate risk of your software deployments and unauthorized access and use

Would it be best to set up a call either <day/date/time or day/date/time>? If they still persist. Perhaps it would be easier if I sent you a quick e-mail for you to review. The e-mail will describe some of the key points and be tailored to specific areas within your department and focus. It will also highlight the purpose of the discussion so we can determine validity of speaking next week. What is your e-mail address so I can get that out to you?

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Enterprise Calling Script

Other Useful Techniques


Referral Approach b) Not sure if (Target) is the right person. Is he? YES- go to (Y); NO- go on to (N) Y- I know he is a busy guy. (pause for reaction). Whats the best way to get 20 minutes on his calendar for a telephone call? N- Who is the appropriate person? What is (New Target) assistants name? Admin Dialog 1) When I (talk, voice mail, or e-mail) is it OK if I suggest that you to set up a time? 2) Can I send you an e-mail and you can print it out or forward it to (target) 3) Perhaps it would be best if I could send him something electronically. If he is not the right person, he can easily forward it on to someone else in the organization. 4) Whats the best way to send him some more information? E-mail? Common Questions or Comments What does Acresso do? Acressos helps companies maximize asset utilization, and during our 20 minute call we will focus on [Pick 1 maybe 2] Reduce total cost of software asset ownership (TCO) Cut <software, SAP, Oracle> packaging & deployment time by up to 70% Reduce <software, SAP, Oracle> spending by up to 35% and ensure vendor audit readiness Quantify ROI and allocate <software, SAP, Oracle> budgets by department, division, or project Prepare reliable MSI and virtual packages for error-free <software, SAP, Oracle> deployment Mitigate risk of your <software, SAP, Oracle> deployments and unauthorized access and use 2. What will we talk about? High-level discussion on what Acresso is doing with other <Industry> firms and the benefits they are experiencing. 3. Go ahead and give me your value proposition NOW. I have a meeting in a few minutes, and would love to later today or sometime tomorrow afternoon. if they dont bite then.. Ok, let me clear my schedule of the other meeting and I will call you back in 10 minutes. NOW!

Perhaps, I can send you a quick note outlining our discussion this way we can frame our dialog around areas most important to you. What is your e-mail address? 4. I do not think so Maybe what I can do is send an overview of the discussion points & if interested we can schedule a 20 min. call. What is your e-mail address? Or maybe you feel there is someone else there who is better suited for such a call?

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Publisher Value Proposition

Publisher Value Proposition


Acresso FLEXnet Publisher & Compliance Monitor FLEXnet Publisher enables software and hardware vendors to increase product revenue, product software assets, and reduce operational costs by flexibly pricing, packaging, protecting, and updating software product offerings. FLEXnet Compliance Monitor provides a comprehensive, accurate view of software usage to provide software producers the opportunity to monetize overuse and unauthorized use, while their customers gain a clear understanding of application usage without the hassle of physical audits. Acresso FLEXnet solutions bridge the gap between pricing and packaging software on the developer side and purchasing and managing that software on the enterprise side. Targeted Titles COO/CMO VP Products VP/Dir Operations VP/Dir Marketing VP/Dir Sales VP/Dir Service and Support Value Proposition Helping Organizations grown revenue and market share with enhanced license management. Acresso helps companies such as Cisco Systems, Wind River, IBM and Cognos increase revenue and reduce operational costs by enabling them to provide flexible pricing and packaging while protecting and updating their product offerings. Leading technology publishers are able to capture lost revenue, reduce the cost of sale, and speed time-to-market by:

Grow market share with customized licensing models to meet customer needs Monetize unauthorized access, overuse, and piracy without costly audits Provide customers access to entitlement data, so users cant manage compliance Make it easy for customers to obtain, install, and update products Engage in fact-based conversations with customers about product usage and service need Reduce the cost of software lifecycle development, deployment, and support Improve Customer Satisfaction by connecting price, services, and upgrades on actual use Allocate Resources & Assets on product enhancement vs. license deployment Mitigate risk and protect intellectual property from unauthorized access, use, and piracy

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Publisher Email Script

Email Script

Standard E-mail Subject line: Software Lifecycle Management Dear <first name>: Per my voice message, it would be beneficial for us to spend 20-30 minutes, via telephone, to discuss helping <Company> increase revenue and reduce the cost of managing software licensing. Please let me know (or ask Admin to call me) if <day/date/time> or <day/date/time> would be best for such a phone call. Acresso helps companies such as Adobe, Cognos, Autodesk, and Cisco increase revenues and reduce operational costs by enabling them to provide flexible pricing and packaging while protecting and updating their product offerings. Leading software producers are able to capture lost revenue, reduce the cost of sale, speed time-to-market, and improve customer relationships with solutions that help them:

Grow market share with customized licensing models to meet customer needs Monetize unauthorized access, overuse, and piracy without costly audits Provide customers access to entitlement data, so users can manage compliance Make it easy for customers to obtain, install, and update products Engage in fact-based conversations with customers about product usage and service needs Reduce the cost of software lifecycle development, deployment, and support

What our customers are saying? We see Acressos software licensing solution as critically important to our business strategy. We are now maximizing revenue by deploying flexible feature driven pricing, packaging, and much more. Chandra Shekar Software Licensing Nokia When we speak, we will dive deeper into our Licensing Compliance and Management Solutions designed to help you focus on core business capabilities and increase client satisfaction and productivity. In the mean time, you can learn more about us by visiting: Acresso - Software Publisher Licensing Solutions Your Name Account Executive Acresso Yourname @acresso.com

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Publisher Calling Script

Calling Script - FLEXnet Publisher & Compliance Monitor


RAMP-UP Constants Start from the top and work your way down Separate Prospecting from Selling: Focus on what you want (20-30 minutes) not the subject matter of the call What is the best way to.. Ask for Help Always Leave a Voice Mail Create urgency Aggregate as many touch points and touches as possible Always Zero out to the admin. Always ask for e-mail address Always end an answer with a question focused on your purpose to retain control

Probability of Success for an MI

Round One Objectives: Identify Key Players Aggregate Touch Points Build Familiarity & Rapport Round Two Objectives: Build on familiarity Aggregate Touch Points Secure an MI Referral /Sponsorship Rounds Three and Four Objectives: Secure an MI Referral Garner Sponsorship Round Five-Get Creative: Quid pro Quo Humor Starbucks Card Personal Touch Recycle Bin

The Prospecting Campaign


RAMP-UP Bell Curve

Rd 3 Rd 2 Rd 1

Rd 4 Rd 5

# of synchronized touches

When calling into an organization to schedule an MI with a key player, there is typically one of three probable outcomes:

Voice mail (either the Key Player or the Administrative Assistant) Getting the Administrative Assistant live Getting your targeted Key Player live

The following outline the scripts that FRONTLINE will use in each of these scenarios when we are first calling into a company. As we build rapport, we will add information gathered in previous calls, but will still ask for the same 20-30 minute Meaningful Interaction.

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Publisher Calling Script

Calling Script
Scenario I: Voice Mail (or Admin Voice Mail) Hi <Key Player Name>, this is <Your Name> from Acresso. I was hoping to get 20-30 minutes of your time, via telephone, to discuss helping <Company> increase revenue and reduce the cost of managing software licensing. Please let me know or ask <admin. name> to call me) if <day/date/ time> or <day/date/time> would be best for such a phone call. Again, this is (Your Name) from Acresso and you can reach me at 888-555-1212. I look forward to our conversation. Hit 0 Scenario II: Administrative Assistant Hi (Admin. Name) this is (Your Name) from [Acresso], (if do not have name, what is your name? / Hi (name) Hi <Admin Name> I just left a message for <Key Player> I was wondering if you could help me. I was hoping to get 20-30 minutes of (Key Players) time to discuss software licensing. What is the best way to do that? / Can you help me do that? a) Would it be best to send a couple of paragraphs to (Target Name) electronically? Email address? (Ask for Admin. e-mail as a fall back). b) What is this about? Repeat: Sure, I was hoping to get 20-30 minutes of (Key Players) time to discuss product license management. And was wondering what if you could tell me the best way to do that? Dont forget to ask to go into voice mail as well - Would it help you if I left him a quick voice mail as well?

Tips & Advice When asking if (Target is available- pause). Administrative Assistant will usually give you some good info in a response like hes in a meeting or hes out of town until next week or hes in a budget review meeting(WRITE IT DOWN) Then theyll ask Who is this? <Tip> When talking to the Administrative Assistant, listen carefully for background noise. Whenever you hear another phone ring in the backgroundSTOP immediately and ask the Administrative Assistant do you need to get that if any hesitation be gracious and say go ahead. Put me on hold and grab that (theyll put you on hold and rush the other party off the phone-----works almost every time)

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Publisher Calling Script

Scenario III: Get Key Player - Live (Objective is to get off the phone!) I know I probably caught you in the middle of something. <STOP> The reason for my call is to schedule a 20-30 min, via telephone, either <day/date/time or day/date/time> to discuss helping <Company> increase revenue and reduce the cost of managing software licensing. What is the best way to do that? What is this about?

Sure, I know you are busy right now, so I dont want to take much of your time. The purpose of my call was to set up a 20-30 minute telephone call with you to discuss helping <Company> manage product licensing. Do you have time either <day/date/time or day/date/time> for such a call? I need to know more or I have time right now

Next level. The purpose of setting up a phone call would be to discuss how we have helped major companies such as Adobe, Cognos, Autodesk, and Cisco to: (pick 1) a) provide flexible pricing and packaging b) increase revenues & customer satisfaction c) protect and update their product offerings d) reduce operational costs These companies (pick 2) are able to: 1. Grow market share with customized licensing models to meet customer needs (a&b) 2. Monetize unauthorized access, overuse, and piracy without costly audits (c) 3. Provide customers access to entitlement data, so users can manage compliance (c&d) 4. Make it easy for customers to obtain, install, and update products (b) 5. Engage in fact-based conversations with customers about product usage and service needs (a,b&d) 6. Reduce the cost of software lifecycle development, deployment, and support (c&d) Would it be best to set up a call either <day/date/time or day/date/time>? If they still persist. Perhaps it would be easier if I sent you a quick e-mail for you to review. The e-mail will describe some of the key points and be tailored to specific areas within your department and focus. It will also highlight the purpose of the discussion so we can determine validity of speaking next week. What is your e-mail address so I can get that out to you?

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Publisher Calling Script

Other Useful Techniques


Referral Approach (For Administrative Assistant) b) Not sure if (Target) is the right person. Is he? YES- go to (Y); NO- go on to (N) Y- I know he is a busy guy. (pause for reaction). Whats the best way to get 20 minutes on his calendar for a telephone call? N- Who is the appropriate person? What is (New Target) assistants name? Admin Dialog 1) When I (talk, voice mail, or e-mail) is it OK if I suggest that you to set up a time? 2) Can I send you an e-mail and you can print it out or forward it to (target) 3) Perhaps it would be best if I could send him something electronically. If he is not the right person, he can easily forward it on to someone else in the organization. 4) Whats the best way to send him some more information? E-mail? Common Questions or Comments What does Acresso do? Acressos helps companies increase revenues and market share with enhanced license management. Such as: (Pick 1 or 2) Grow market share with customized licensing models to meet customer needs Monetize unauthorized access, overuse, and piracy without costly audits Provide customers access to entitlement data, so users can manage compliance Make it easy for customers to obtain, install, and update products Engage in fact-based conversations with customers about product usage and service needs Reduce the cost of software lifecycle development, deployment, and support 2. What will we talk about? High-level discussion on what Acresso is doing with other <Industry> firms and the benefits they are experiencing. 3. Go ahead and give me your value proposition NOW. I have a meeting in a few minutes, and would love to later today or sometime tomorrow afternoon. if they dont bite then.. Ok, let me clear my schedule of the other meeting and I will call you back in 10 minutes. NOW! Perhaps, I can send you a quick note outlining our discussion this way we can frame our dialog around areas most important to you. What is your e-mail address? 4. I do not think so Maybe what I can do is send an overview of the discussion points & if interested we can schedule a 20 min. call. What is your e-mail address? or; maybe you feel there is someone else there who is better suited for such a call?

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Success Stories FLEXnet Publisher Example One:

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Focus Messaging Cheat Sheet

Enterprise FLEXnet Manager & AdminStudio


CEO / CFO / VP Sales: Help <Company> capture lost revenue & protect your intellectual property reduce unauthorized use of products in corporate accounts and enforce compliance increase revenues by proactively tracking upgrades, renewals, channel partners and trialware leads focus on core business capabilities increase sales by better aligning pricing with value delivered achieve deeper account penetration and get paid for additional or peak software usage increase sales conversion rates and shorten sales cycles Marketing Directors: Help <Company> manage licensing and packaging models Capture lost revenue & protect intellectual property from unauthorized access, use, and piracy Achieve broader market penetration through creative licensing & flexible product offerings Improve Customer Satisfaction by connecting pricing, services, and upgrades to actual usage VP Engineering: Help <Company> reduce the cost and increase cycle time to generate, track and change licenses and entitlements complete licensing projects on time easily create new product configurations and product bundles capture lost revenue & protect your intellectual property Reduce the cost of sale around development, shipping and support seamlessly integrate and automate back office and licensing operations VP Operations: Help <Company> improve operating efficiency with license management reduce costs associated with managing a large number of SKUs, part numbers, products and modules rapidly integrate licensing processes with existing ERP/CRM processes capture lost revenue & protect your intellectual property protect and update product offerings Customize licensing for every client VP Product Development: Help <Company> capture lost revenue & protect your intellectual property Speed time-to-market by reducing product development cycle time easily create new product configurations and product bundles increase revenues by proactively tracking upgrades, renewals, channel partners, and trialware leads

Advanced Prospecting Skills Workshop & Prospecting Play Book

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RAMP-UPTM Prospecting Sheet

RAMP-UP PROSPECTING SHEET

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Advanced Prospecting Skills Workshop & Prospecting Play Book

www.frontlineselling.com

(877) RAMP-UP1

68