Paths To B2B Growth Tim Riesterer, Chief Strategy Officer, Corporate Visions Jim Ninivaggi, Service Director, SiriusDecisions

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Agenda

• Aligning Around Growth

• The Five Pillars of B2B Growth

• Enabling Growth Across the Five Pillars

Align Around Growth

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B-to-B Companies Focus On Growth

SiriusPerspective:

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2014 Outlook

How Much Will Your Company Grow?

2% 2%

32%

36%

17%

1%

10%

1% 3%

28%

35%

21%

6% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Contract Flat 1 - 10% 11 - 20% 21 - 40% 41 - 60% 60% +

Under $500M

Over $500M

While economic analysts focus on sluggish capital markets, b-to-b organizations are preparing for growth.

The Five Pillars of Intelligent Growth Alignment around growth starts with a shared strategy

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“We are now on the GSA schedule with 10 agencies on pilots.” – Steve Singh, CEO

Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1

Five Ways to Grow

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Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1

Five Ways to Grow

Buyers

Formal targeting of new buying centers and personas 2 “Who we sell to has evolved.” – Shantanu Narayen, CEO

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“IBM has invested $24 billion in big data and analytics.” – Ginni Rometty, CEO

Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1

Five Ways to Grow

Buyers

Formal targeting of new buying centers and personas 2 Offerings

Launch of new products/services, or enhancement of the current portfolio 3

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“…$83 billion in M&A and shareholder returns.” – Ken Bond, VP Investor Relations

Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1

Five Ways to Grow

Buyers

Formal targeting of new buying centers and personas 2 Offerings

Launch of new products/services, or enhancement of the current portfolio 3 Acquisition

Purchase of other companies, or the incubation of new business units 4

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“We are simplifying everything we do.” – Jeff Immelt, CEO

Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1

Five Ways to Grow

Buyers

Formal targeting of new buying centers and personas 2 Offerings

Launch of new products/services, or enhancement of the current portfolio 3 Acquisition

Purchase of other companies, or the incubation of new business units 4 Productivity

Maximizing efficiency, effectiveness and engagement 5

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Five Ways to Grow: One Common Challenge

SiriusPerspective:

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21%

24%

24%

29%

32%

35%

65%

71%

0% 20% 40% 60% 80%

Lack of quality leads from marketing

Our offerings do not have competitive differentiation

Our reps lack the required knowledge

Our reps lack the necessary selling skills

Lack of useful/relevant content from marketing

Inability to manage today's more educated buyer

Our reps spend too much time on non-selling activities

Rep's ability to connect our offerings to client business

Top Business Issues for Sales in 2014 Reps spend too much time on non-sales activities, which limits the

time required to fully understand the needs of the client.

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Most Prominent Inhibitors to Sales Achieving Quota

14

Insufficient Leads

Poor Sales Skills

Too Many Products to Know

Information Gap (Industry, Solution, Etc.)

Inability to Communicate Value Messages

26.0%

24.3%

21.4%

16.0%

13.3%

Source: SiriusDecisions SiriusIndex

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Sales Enablement’s Role Knowledge, Skills and Assets

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Knowledge, Skills and Tools

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Three Ways to Have Knowledgeable Reps

Hire Train Augment

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Skills: Practice, Feedback, Application

VS

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Assets to Enhance the Conversation

• White Boards

• Playbooks

• ROI Tools

•  Leave Behinds (Champion Enablement)

• Story here is enhancing the conversation through a better prepared rep and to support the conversation – but not replace the conversation

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Three Levels of Certification

Content Mastery

Structured Simulation

In-field

Observation

Wrap-Up