SilkElite Monthly Webinar October 4, 2005

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SilkElite Monthly Webinar October 4, 2005
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WELCOME from colorful Boston!!
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Agenda

• News Update
• Strategic Selling, Part II
• Joseph Friscia, Executive VP of Sales and
  Marketing
• Chris Belthoff, Senior Director of Product
  Marketing
• QA

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News Update

• SilkTest 7.6 Linux/UNIX Released September 7
• Segue Sponsors SQO Events Across Europe
• Segue Announces SAP Integration Certification (SP
  7.2)
• New Updateshttp//phx.corporate-ir.net/phoenix.z
  html?c90913pirol-news

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October Industry Events

• Citrix iForum October 9-11 Las Vegas
• Pacific Northwest Software Quality Conference
  October 11 Portland
• Gartner Symposium/ITxpo October 17-18 Orlando
• VMWorld October 18-20 Las Vegas
• Triangle Information Systems Quality Association
  October 27 Chapel Hill
• All Upcoming Eventshttp//www.segue.com/about-seg
  ue/events.asp

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Solution-Based SellingFueled by Competitive
Differentiation Selling Starts When the
Customer Says NO

• Joseph Friscia, Chris Belthoff - October 4, 2005

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Penetrating Accounts vs. Polling for Business
Actual sales campaign
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Symptoms of Polling for Business

• Not returning phone calls
• Analysis paralysis
• New requirements
• Selling to unqualified prospects
• Quote hope proposals
• Dashing to the demo

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The Fundamentals of Solution Selling

• Discovery
• Knowledge
• Customer-specificbusiness examples
• Propose
• Quantify business impact
• Demonstrate value

• Relationship
• Know your buyers style
• Listen, listen, listen
• Face time
• Trust
• Do what you say
• Responsive
• Honest and sincere

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Platform Capabilities support SQO Quality Metrics
Increase Intelligent Test Coverage
Higher Performance and Scalability
Increase True Application Accuracy
Key Quality METRICS
Rapid Defect Repair
Rapid Defect Discovery
Closed-loop testing
Content Verification Under Load
Purpose-built scripting languages
24x7 continuous testing
TrueBehavior
SQO Platform capabilities that measure and
improve the Key Quality Metrics
TrueCache
TrueLog on Error
Agent Health Control
Requirements Traceability
Agent technology
Single repository
Component testing
Real-time server monitoring
Custom Defect Workflows
Complete Platform integration
Event-based alerting
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Target Market Definition

• High-End Sophisticated Q/A Organizations
• Businesses who rely on development and deployment
  of software and have recognized the need to
  invest in SQO
• Holistic approach to quality across the SAL
• Centralized quality function applied to multiple
  projects
• Technically savvy
• These enterprises
• Have a mixture of different application
  technologies,
• Rely on open frameworks to integrate the elements
  of the Application Quality Ecosystem

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Target Market Segments
 
PACKAGED APPLICATIONS
SAP
NSM / Application Mgmt
Citrix
Linux
POST DEPLOYMENT
PRE-DEPLOYMENT

Other Web-based apps
J2EE env.
.NET env.
CUSTOM APPLICATIONS
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Where Segues SQO Platform THRIVES and STRUGGLES
Where we STRUGGLE
Where we THRIVE

• Complex/hybrid application environments
• .NET
• Citrix deployments
• Macromedia load testing
• Web services
• SAP support
• Localized functional testing/test management
• Client/Server apps
• Integration with Requisite Pro/CaliberRM
• Integration with ClearQuest
• PeopleSoft support

• Siebel functional testing
• Native Siebel v7.7 support
• Oracle applications
• Visual Basic w/ActiveX
• 3rd party .NET controls support
• Integration with Bugzilla/other defect tracking
  tools (planned for Q4)
• Integration with Telelogics DOORS (planned for
  Q1 2006)
• Code level diagnostics
• Out-of-box Business Analyst Testing

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Embracing a Sales Methodology
Complex Sale
Enterprise Account Management
Sales Opp 1
Sales Opp 2
Sales Opp 3
Sales Opp 4
Sales Opp 5
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The Sales Process
Prospect (10)
Discover(30)
Certify (50)
Procure (90)
Propose (60)
Decide (80)
Begin SalesCampaign
Contracts
Win
Prove Value
Educate
Qualify Assess OpptyBuild Value
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The Sales Process - Prospect
Prospect (10)

• Primary Activities
• Research conduct secondary qualification to
  assess business and technical fit
• Contact prospect

Discover (30)
Certify (50)
Procure (90)
Propose (60)
Decide (80)
Contracts
Win
Prove Value
Educate
Qualify Assess OpptyBuild Value
Begin SalesCampaign

• Tools
• Qualification Checklist ltLiLogt
• Gain eConfidence Book

• Gates
• Talked with prospect
• Evidence of a good fit and that the
  prospect/customer will do something

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The Sales Process - Discover

• Primary Activities
• Visit customer
• Identify decision maker, coach, economic
  decision maker, business issues
• Confirm budget process
• Schedule SMG meeting if major account or value
  gt50K
• Create org chart
• Give introductory presentation
• Document customer architecture
• Document high-level value proposition
• Structure the use of Partners
• Identify competition and their positioning
• Tools
• Standard Corporate Slide deck ltLogt
• Standard Value Proposition document
• Success stories
• White Papers ltLogt

Discover (30)
Prospect (10)
Certify (50)
Procure (90)
Propose (60)
Decide (80)
Begin SalesCampaign
Contracts
Win
Prove Value
Educate
Qualify AssessOpptyBuild Value

• Gates
• An agreed Joint Action Plan
• Completion of RADAR Opportunity Review for major
  accounts or if value gt50K ltLiLogt

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The Sales Process - Certify

• Primary Activities
• Create Pain Map
• Identify hidden decision makers and sales
  obstacles
• Reconfirm budget or financial situation
• Define required Training Consulting services
• Finalize ROI and business impact statements
• Give personalized product presentation and
  standard product demonstration
• Schedule meeting with Segue CTO if major account
  or value gt50K
• Tools
• ROI calculation including business impact
  statements ltLogt
• Standard Training Consulting presentation ltLogt
• Customer references ltLogt
• Implementation plan/schedule
• Standard product demo

Certify (50)
Procure (90)
Propose (60)
Decide (80)
Contracts
Win
Prove Value
Educate

• Gates
• Publish ROI
• Re-publish Joint Action Plan
• Forecast close date in Vantive

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The Sales Process - Propose

• Primary Activities
• Submit proposal and/or quote
• Distribute customer Success Stories
• Coordinate customer reference calls
• Conduct optional POC with defined goals and
  success criteria
• Distribute customer testimonies
• Send communication from SMG
• Address known sales obstacles
• Probe for new objections and roadblocks
• Tools
• Checklist for POC
• Success stories ltLogt
• Customer references ltLogt
• Analyst reports ltLogt
• Customer testimonies (video)

Propose (60)
Procure (90)
Decide (80)
Prospect (10)
Discover (30)
Certify (50)
Contracts
Win
Begin SalesCampaign
Educate
Qualify Assess OpptyBuild Value
ProveValue

• Gates
• Optional POC complete
• Quote created and presented

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The Sales Process - Decide

• Primary Activities
• Arrange a call or visit from SMG
• Arrange unsolicited call from an existing Segue
  customer
• Leverage Partner contacts
• to influence decision making process
• Send copies of relevant articles and press
  releases
• Re-confirm all objections and obstacles addressed
• Introduce the Customer Marketing and Customer
  Advisory Council Programs (major accounts only)
• Tools
• Standard SMG emails
• Press Releases ltLogt
• Customer Marketing and Customer Advisory Council
  Programs documents ltLogt

• Gates
• Publicly announced YES

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The Sales Process - Procure

• Primary Activities
• Contact Procurement/Legal
• Identify potential business and legal issues
• Keep business owner involved
• Create term sheet if contract is required
• Tools
• Term Sheet ltLiLogt

• Gates
• PO received or contract signed

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Wrap Up

• Questions/Comments?

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• Thanks for your time today!
• Next SilkElite Webinar
• November 1, 10am EST
• (time change in the US)