Conversation Roadmaps Concept to DNA

Tom Bice Director, Product Marketing & Product Management September 21, 2011

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Solutions: Terminal Emulation Legacy Modernization Managed File Transfer Enterprise Fraud Management Revenue: Headquarters: $200 million Seattle, Washington

Solutions: Collaboration File & Networking Services Endpoint Management

Revenue: Headquarters: $400 million Provo, Utah

Solutions: Identity & Security Management Compliance Management Systems & Resource Management

Revenue: Headquarters: $350 million Houston, Texas

The Attachmate Group, Inc.

Solutions: Enterprise Linux Servers Software Appliances Linux Desktops

Revenue: Headquarters: $400 million Provo, Utah

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Our Journey

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Custom Power Positioning to Product Marketing & MarCom

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

2 Hour Power of Story & Power Messaging for Latin America

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Power Positioning with Sales & Marketing

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•  Conversation Roadmaps are difficult

•  Field-level messaging vs. brand-level messaging

•  Core messaging document for sales – The Conversation Roadmap is not this vehicle

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Power Messaging to WW Sales Force (including mgmt)

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Custom 1-Day Conversation Roadmap Consulting

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Power Messaging for Technical Sellers

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Power Tools

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•  Common messaging framework

•  155 sales and tech sales staff trained

•  30+ marketing staff trained

•  Increased revenue by 20% - best financial performance since 2005

•  Becoming part of our DNA