You are on page 1of 10

 )"+%#/*!

*
)"+!%!$#!%  ,%+!++!-%#/*!*
&.* &,#$)"+!%!%-&#-!%&%!-  +)+!'#%%!%
!%% #'!%*##')&,+##/$)"+

 )&,+'#%%!%
!%!*!%-&#-,)!%+ !%!+!#&%'+!&%&
')&,+)**!%+ *+)+!!**,*%  )&$&+!&%#&$$,%!+!&%*
*+ ')&,+!*-#&'+*+%  %+)%#&$$,%!+!&%*%
* !''&$*!%)*!%#/&,*&%+ 
++!#!**,*)(,!)+&*##%*,''&)+!+  #*%&+ )*,''&)+
 *!*+'*)

!ÿ

 

  
 " 



 


  "#ÿ" +  ÿ




 

 
ÿ ) ÿ


    


 


 & 
+ 



 
 
 
%
 !
  
 ! 
 (

 
 0  
 


 $ ÿ
   


1 /ÿ



  ÿ ÿ!
 
  , -
$

 


  
   


 &' 


  
 *


$  % 
%



 
 .

 "
ÿ
)ÿ





 

ÿ

%*$##&)%!0+!&%*&%')*&%.!##')&)$ '&)++!-!+!*/'!##/$)"+!%&$$,%!
##&+ *+*"*%#))&)%!0+!&%* +!&%)&$')*&%%#&,*&%+ 
')&,+$%$%+!%&,%&,**&% -)+!*!%',#!)#+!&%**$!%)*%+)
+ $)"+%(,%+!++!-%#/*!**+)+! * &.+!-!+!*.!+ !%',+')&-!/')&,+
%')&,+'#%%!%. !#')&,+$)"+!% $)"+!%$%)*
&,+&,%')&-!*+ ')&$&+!&%#%!%
+)%#&$$,%!+!&%*%&+ )*#**,'
&+', (*'+(,!.-+,'%* +, ,/!$$
*'-, *++1, (*'-,&!&,!1!&
&++++!&', *'%(&!+, ,'-$
!+!'&$!,!'& '%(,!,'*+
*#,+%&,,!'&&'&1demo-
&1'&!&'%(&1.$'(%&,%* graphics%*#,(*'-,,'*1(($!
#,!&+$++-(('*,'*7&& & .& ,!'&('+!,!'&!&-+,*1 &&$+!2$',!'&
!'*(*'-,'*+*.!1(!$$1!+ &1psychographics(*'$%&-1
, ,'*!!&,*'%&'&.$'(%&,(*, !&!+!'&(*'++!&8-&*+, &'$'1
%&,+*-+,'%*&,*!, 1*+ '(,!'&1$'*('*,-$,-***!*+,'
-('&0!+,!&-+,'%*&+ 1,&,' '(,!'&
.'$-,!'&*1*(*+&,!&*7&%&,'*0
,&+!'&'&0!+,!&(*'-,'*+*.! Quantitative Analysis
 !$.$'(%&,(*'-,!+$+'&
.'$-,!'&*1+'%,!%+, 1*!&&'.,!. -&,!,,!.&$1+!+!+%'+,*)-&,$1'&
&%1*+-$,!&, !*, '&/%*#,+& '*-**&,(*'-,+&$12!&/ '!+-1!&
-+,'%*+ , %*+'&+/ 1-+,'%*+'- ,*'%
'%(,!,'*&/ ,,-*+(*'.!, 
'.$!,, %*#,'(('*,-&!,1'*,  %'+,(*'7,!$!,1'/.*.&'*&/
'&(,%*#,!&&+,'(*'*% (*'-,+,*&&$1+!+$$'/+,*%!&!&!
3 *#,&$1+!+ , !&-+,*1!+%'.!&,'/*+'*/1*'%
3 -&,!,,!.&$1+!+ , ((*' ', (*'('+(*'-,
3 ,*,!($&&!&
Strategic Planning
'*+,*,!&, !+9'*,*%&,!+&
'& ! $.$,-*7&!,!'&', (*'  %*#,&)-&,!,,!.&$1+!+!&'*%
-,!+&$'&/!, $!+,'(',&,!$-+ ,!'&&$+(*'.!!&, !&'*%,!'&&
,'%*+('++!$%"'*&%!&'*'%(,!,'*+ ,'%#-+!&+++'*, (*'-,'*
&, ,1(+'(*'-,+, ,'-$-+ +*.! &0,)-+,!'&!+/ , *!,%#+
!&+,', (*'('++'$-,!'& +,+#+ %'*+&+,'-1'*(*,&*/!, +'%'&
*%- +!*&+,*! ,'*/*'*.'$- $+'*,'.$'(!,!&,*&$$1 ,, +%
,!'&*1(*'-,+ / *+*.'$-,!'&*1(*' ,!%+'%!'/ ,, (*'-,/!$$&
-,+*',&,*%4+'$-,!'&+!&+* ' ,'(*!!&'**,''%(,!,!.!+ $(
(*'$%5/ *,  $$&!+,',*%!& -$('++!$!,!+ $(-$,',$#/!, !&-+
, %*#,+ .!&, *,+,&&/!$$ ,*1-*-+ +&', *, '- ,$*+,'
!&&++&!$!,1,'(1'*, (*'('++' .$!,, '&(,'/.*!&,$$,-$
$-,!'& (*'(*,1!++-+%1*+,*!,1'-*!$!,1,''
, !+
Market Analysis ,, !+('!&,, (*'-,.!+!'&&+,'
.$!,'*&0!+,!&(*'-,, !+%1
*#,&$1+!+!&.'$.+!&,!1!&, '%
+!%($1*.!/', , &!)-+, ,/!$$
(&16+'*'%(,&!+'+, !+(*'-,'*
-+,' !., !%(*'.(*%,*+ -,
+*.!$.*, +'%(,&!+
)-&,!
'*&/(*'-,.$!,!'&*)-!*+(*''
1!&, +!2&*'/, ', '(('*,-&!,1
''&(,%'&+,*,!'&'*/'*#!&(*','
1'!&%*#,*+* ,'!&,!1,*,
,1(, ,!++-:!&,,'+ '/, ,, (*'-,
-+,'%*+%&,+!2+0%!&!&, $,*&
&!%($%&,+-++-$$1
,!., &'$'!+, ,'-$-+,'!%($
%&,, !+(*'-,.&,+&!+.&
,+!&,!1!&, (*'$%+(!&&
Sales Process and Channels
%'!   &%&'&&#%"&&&&
!!&"&'%('"!''*(&'"
$(% !'& &'#%"('!'#%"&&''*
(&'"" #&'& '&"&(&&& %
"( !' '!!!!&(##"%'#%"% &!&&
%!&&
#%"('#!"% %'!%$(% !'&
"( !'  !"%#"%'&' %'! Roll-out Process
$(!''')!,&&!&'%'#!!!
!&"%#!''&'!"'!!'&
*"%#%)"(&,#%"%  '&''&'(&
' "!&!"'!!%,"#'%&%
!&&&"%!*#%"(',&%!'&
&( %-&&%,%'%&(&$(',
"&'&!%)!(#"'!'
&&(%! !(&!&(##"%'%!'1
Product Definition "%&'"'%""('
#%"('1!'"!&( %-&'#%"  0&%!"'%'!)(( '
('"!#' %'"##"%'(!',1!!" '(%&!%'"!&&#1!'"( !'
')&'(%&"'#%"('"%&%) %$(%'+#%'&!!&'&"'
#%"1&'%' %'& !'&(,%! #"#*"*#%'#'! # !'!'
(&%#%&"!&(&'" %!&"*'#%"
('*(&! %'*!"* '!
'1&" #''"%&!'(%&!&&%,'"
" #'')!!'%' %' '&"
&%&'%&&3('&&' '2"%'
!#%&"!*&!"!1!!!
'" # !''#%"('"%&%) !#%
'(%'&"&%&!,(!%&")&&(&
"%#%" & !'% &"' %'!'
%!&#%"('&'(%&&&&!',
&%"%&%

Positioning
  1!&'#"&'"!!"%'
#%"('!'% &"'&
. %'#%"(''"%,
. !1'&" #'')2%!''"%
. %'& !'
. %" %'!
.
" #'')2%!''"!'&'
!&&!'&''&'(!$(&!#%"#"&
'"!/''(%&'' '#%"
('"%&%)(!$(!2%!'%" !,
'!&!' %'

! 
& 
!
Development Contract
   "  
&  ! & !
& &   !
 ! &   
  #  %"! 
!! $ %

External Specification
$ & &  !
   ! " 
#! %!#   
! $ &  
!#! 
 ! 

Implementation
#"  !%
!  ! "
   %" 
!  
! !! 
   !!
  ' !  
!$# $
"#!$#%"!##"#
#"#$#"##$#"&!
!!!"$
( %!#"
( !""$!#"
( #"
(
!#
( "
$"*"
( "##$!"*#"$ $
"!"# 
( !
( !#!!"
( $#%#"!""#$!
( "#"&#!"!"##"
#!##%!""
( "#%#"
( $!#")$#$!!
$#!%&%$#!!
$#$"!#!
#! $!#"#!
!###!!"#'
"#&!(#""()&"')'(#&((#"
&(" ("((((+'('#) " )'+ '
$&#*"'("(#$)&'#*&('"
#!!)"(#"' ')' ## +#&'
"2(*+'(&%)&'##(## '"
&("#!!)"(#"''#!"(#" !(&'#&!')&""(&"(&
#(&'#+'$) & (#"' (&()& '$#"'$&#*-2&"(-+#&$&''
*&('"+! "&(&'$#"'  '""(&-$' "-#""& 
&(&'$#"' "(&"("(&'#+*"(' (* -' -&(+'('""!$ 
&(+#&#&''-+!&("" !"(""#$(!."+'(((&+'
'! "!)!)'"'''' "" "((&('$#("( )'(#!&'"%) 1
"#)"$&#)(&""''(*( ''"#"(&* ('&%)&"#"'&
(&'#+*"('$&"(!"&(  ,$&('
! 
&("#!!)"(#"'')'"#(#" -(# Direct Response
&$#("( )'(#!&')((#&().. &(! '", "(+-(#&*&-
"("*'(!"(#!!)"(-(("&'' (&()" &(! ')'#&
(* )(#"#(#!$"-"-"&'
"#*& +&"''#(#!$"-""' /  "
( (-#(#!$"-(#((&("&(" / ")'(#!&'#"&) &''
$&'#""  / )$$#&("(' '#&
/ &#*""#&!(#"
Advertising
/ *&#!"#!$((#"
*&('"" )'$&"(!&#( * / %)'(""#&!(#"
'#"+""&' ## +#&'"#
#$ -(#*&('"'(($()&"((" &&(&$&!&-#"'&(#"'"
(#"&%)&'&$("!''''"&&' &(! $&#&!(#2&(!&("
"*+&'(""#((#&(",$#')&(# ($&'"((#"
'" !'' ('!$#&("((((!' / 2&0+(+ '# "+(!&
'#"*-#"''("((&#)#)(  ("'(&(-+ )'(#' (
*&('""$&"(!(&  / &(0( '(#")''(#! (#"
#)$#"+!(#' ((-$ '(-"&"("(2#&(
 -#",!"(')(&) (#"")! / &'"((#"0() #!$#""('(
&'(&()"'(#& #"("(  &#)& ((&&$ -&((&
(!"#'(
&#$& -#"&(&'$#"'" -
2(*("&(" '")!"("
Web ' '2#&('
#!$"-+'((''")%)(#)'
&#)&+(+#& +& !$ !"( Literature
#&&( -('(&!"#)'$#("( (# $
(&()&'&*'#!!)"(#"')"(#"
"&(' ' ' -(#"2(*+

$# (&()&'#) *$)&$#'
'('(($#("( )'(#!&'#"& *"(
"((#(#*& #!$"-'(&(-
'&' (#%) -"(-"''

,!$ '# (&()&" )
('('&%)&'"" -''#(!) (
$ +#&$&''(('&""(-( / &''('
$&#)('"'&*'#-#)&+'(' / &#)( (&()&
> $.(21(C,(56 7+((;&(37,21)7(17,0(6$183%($76725<:,//
> $7$6+((76 %(86('$77+((1'2)$%52$'&$67$6$.,&.(5
> 52'8&7$11281&(0(176
Public Relations
> (59,&(,1)250$7,21
> 57,&/(5(35,176 8%/,&5(/$7,216(1$%/(6$&203$1<725$3,'/<
*$,10$5.(76+$5($1'&$3785($6,*1,B&$17
> 203$1<3+,/2623+< 6+$5(2)0,1':,7+,76326,7,21,1*:(//
3/$11('38%/,&5(/$7,216352*5$0&5($7(6$
Broadcast 3/$7)250726+2:&$6('7+(&203$1<$1',76
6,1*7(/(9,6,21$1'5$',2,62)7(1127&216,' 352'8&76$1'35(6(177+(/21*7(50&203$1<
(5(')25+,*+7(&+12/2*<352'8&76$1'6(59,&(6 *2$/6
6,1&(,7,63(5&(,9('%<%(,1*722&267/<$1' 8%/,&5(/$7,216&$03$,*16$5($/21*7(50
/$&.,1*7+('(6,5('&217(;7#(729(5 2)$// 675$7(*,&,19(670(177+$75(48,5(&$5()8/3/$1
1,7('7$7(6+286(+2/'62:17(/(9,6,216$1' 1,1*&21&,6(3/$15(48,5(6$&/($5'(B1,7,21
7+(5($5($75(0(1'286180%(52)1(:6$1' 2)7+(&203$1<$1'352'8&7326,7,21,1*25
%86,1(666+2:6:,7+$1,16$7,$%/($33(7,7()25 32,172)0$5.(7',D(5(17,$7,21"(//'(B1('
/,9(*8(6769(1$60$//6+2:/,.( ,/, 352*5$06:,7+63(&,B&,1752'8&7,212%-(&7,9(6
&21!$//(<86,1(66+$6 9,(:(56 ,1&/8'(7+(3$&.$*,1*$1'352027,212)723
"(//352'8&('0$7(5,$/7+$7$%52$'&$670(',$ 0$1$*(0(17$1',13$57,&8/$57+(25.(<
&216,'(56@0$.(0(&$5(A:,//2)7(1%(86('72 )281'(5
B//$@1(:6+2/(A$7(5,$/7+$7,61(:81,48( 7,6,03257$17727(670(66$*(6$6:(//$62%
+$635(77<3,&785(6$1'%5,1*6$+80$16725< 7$,10$5.(73(563(&7,9($1',1387%()25(
727+(9,(:(50$.()25&203(//,1*0$7(5,$/ &200,77,1*72$38%/,&5(/$7,216&$03$,*1 6
(/(&7$632.(63(5621:+2,6&/($5&21&,6( ,1*0(66$*(67+$7+$9(7(67(':(//:,//$&&(/(5
63($.63/$,1/<$1',6$1,0$7('$1'3$66,21$7( $7(0$5.(7$&&(37$1&($1'3(1(75$7,21
,17+(,5&219(56$7,210$.,1*7+(0(17(57$,1
,1*72:$7&+25$1,17(59,(:+$9(6281' 38%/,&5(/$7,216&$03$,*17<3,&$//<,1&/8'(6
%,7(635(3$5('$1'5(+($56(' > 5(66.,7
66,*10(17$1')8785((',7256352'8&(565( > $&.*5281'(5
3257(56$1'%22.(56$5('(&,6,210$.(5672 > 52'8&73+2726
:+20$7(/(9,6,213,7&+,60$'(1(0$,/
3,7&+)2//2:('$3+21(&$//,62)7(135()(55('
> (:635(665(/($6(
2/,'$<6$5($1(;&(//(177,0(:+(1<2850$ > (',$7285
7(5,$/:,//%(3$57,&8/$5/<$335(&,$7(':+(1 > +27262).(<,1',9,'8$/6
7+(<:$1772$92,'6(1',1*$&5(:727+(B(/' > 52'8&735(665(/($6(6
529,'($/$<2872)7+(2//0$7(5,$/<28&$1 > 859(<62)(',7256
3529,'(&25325$7(9,68$/62)6,*1$*((;7(5,256 > 1*2,1*35(66&217$&7
352'8&76+276(03/2<((6$1'1(:6'5,9(1 > 57,&/(3/$&(0(17
9,68$/663(&,B&727+($11281&(0(17256725<
+(2//6+28/',1&/8'(1$785$/%$&.*5281' > 63($.(563/$7)250
6281'$1',1&/8'(67$7,&6+276:,7+6+257 20(7$6.6$5(%(77(5'21(,1+286(:+,/(
029(6 27+(5668&+$621*2,1*35(66&217$&760$<%(
%(77(53(5)250('%<$1$*(1&<
($/,=(7+$7%86,1(661(:6,66+257?
6(&
21'6,67<3,&$/)25$1$1&+25 6(&21'6)25$
B(/'5(3257(5$1'7:2727+5((0,187(6:,//%(
Trade Shows * #"%#$"#$$%#
$"'$#'# $$#
("%)"#$"$&' "$#$
$$"#'#%$ )+#
"$%$#$"$))$# #%")$"#'##&%'
$"$"$$,#$'&"$# * $&#"%"#$"
## "$"$##'."
 "$%$#$$$ $$(
* '#"#%#$"$$
"-$#$ " "$"$
#$%#$"#'$""$$ #$#
$$$"#''%$# 
$#%"##$#%"!%#$# )"#$ )#% "
$ $## "# #"#)$
* $%$$#'# )$
# "#'&" ##( #%"
&"" 
#$ )+#&#$) #$
* '#$."$"$$ # "##
$#'
* $#%$(#'#$
$$&#
*
'#%$#'#&%$
#'"$!%#$#$# %$%"
#$$##$&#
#"&)#'#Seing objectives"##
$$"#'#%
* $) "# $#
* ##$)#"#
*  "%$
*  $$&"$
#$#'# " ") "#$#)
""$#$&# "
& )'$"$$#$#)$#
"$$&#
Non-seing objectives%
* $ )'$%#
$"# "##
* $ $$"#+ "%$#
"#
* $ )"
* ( #&$#$"$"##$
%#
#$#$'$"#'#$$$$
# %$
* $)$#$"$#
#$&#"$$"#'#
")
 $!$#  $
! # "  "#"!!!!!
%!" "!" #"$
!$%!
Lead Generation
 "!"#!"#'!
"$' "# %  "! #"#!
"!""" !!)" "  "!"!
!'!
 "" !" !!!! "! $# " "'
$'&"" "! !# ""! """"
!!"$"" " ""!!"## 
""% !#" $ "!!  
!'" ( %#!" "!&!'!"
!! !!"!"  !#!"!!"!%$ 
!%! "!"!  % ""#"!!""""
""""'"!#  #!" 
" "!#""!!" ! "

• Pro/reactive contact made


I“Inactive” • Interest expressed
• Initial Conversation scheduled A “Active”

• Goal(s) shared with seller


• Conversations documented
• Sales process letter sent
G “Goal Shared”

• Solution(s) developed
• Solution(s) documented & confirmed
• Access to key players agreed to C “Champion”

( • Key player interviews in process

 • Goals(s) and solution(s) verified


• Key players sequence of events E “Evaluating”

/
 • __# steps in plan?
• __# steps in plan complete?
2 • plan complete?




Win Verbal Proposal Loss/Walk


• Signed documents • Verbal approval received • Proposal issued & • Update loss report with
• Updated CRM with • Contract negotiation in outstanding vendor, no decision or
competing vendor info. process reason for walk
White Papers

   !  


     
     
      #
!   #   
 #    
 !     
 
  
     !  
 #
       ! 
!    ! 
      &!
 !      
    (  #  
   !   
 &       
  "   # 
    "  
  #!     
  ##   

Presentations and Webinars


!   # 
     
     
 !# #   
   '  
    !  
  ! ! 

#  # ## #


 #   !  #
  $ % 

     ( ! # 


!   

You might also like