GTMGTMGBS ProcessGBS ProcessGBS ProcessGBS Process

GBS OPERATING GBS OPERATING MODEL MODEL

GBS Marketing / PLM Offers ST Strategy / NPD Input

Corporate Marketing Team Offers LT Strategic Input / NPD Input

Corporate New Product Development

NPD Idea Creation

Idea Validation

Business Case Development

GTM Plan

Systems and M&Ps

Project Closeout

Trials Completed

Test / Launch

STAGE GATE 0 STAGE GATE 1

STAGE GATE 4

STAGE GATE 2

STAGE GATE 3STAGE GATE 5STAGE GATE 6

NPD PLM OwnerAssigned

GBS PLM Sponsor Assigned - co-owns business case

development with NPD lead

GBS Governance Council Provides Input and Assigns GTM PM

GBS GTM Plan runs parallel to

NPD GTM Stage Gate 3 thru Stage Gate 6

Lifecycle Management

GBS PLMAssumption – GBS GTM Tool would p to stage gates for milestone management – avoid duplication

GTM Process Flow GTM Process Flow – GBS– GBS

Decision Rendered:

Go / No Go

PM Assigned?

GTM Database and 30-60-90 Report are updated by GTM GM

YES NO

GBS PLM / Mktg Sponsor develops initiative that impacts GBS

GTM Governance Council reviews and renders decision or recommendation

GBS PLM / Mktg Sponsor fills out & submits GTM Checklist to GTM

Governance Council

GO NO GO

Rejected with rationale and returned to GBS PLM / Mktg

Sponsor

Return to GBS PLM / Mktg Sponsor for more information

and resubmission

GBS PLM / Mktg Sponsor manages through VIA tool

GBS PLM / Mktg Sponsor fills out VIA tool

- Holds kickoff and sets/manages next steps

- Updates GTM Database and 30-60-90 Report

Post Launch Feedback provided to GTM Governance

Council by PM

PM executes through VIA tool

No Go Feedback provided to GTM Governance Council by

GTM GM

- Engages functional stakeholders

- Updates GTM Database

VzB Existing Product GBS Existing Product – Price Up VzW Existing Product

LAUNCH to BSG/Regions

GTM Process Flow GTM Process Flow – NPD Corporate Marketing– NPD Corporate Marketing

Decision Rendered:

Go / No Go

PM Assigned?GTM Database and 30-60-90 Report are updated

by GTM GM

YES NO

GTM Governance Council reviews and renders decision or recommendation

GBS PLM / Mktg Sponsor fills out & submits GTM Checklist to GTM Governance Council

GONO GO

Rejected with rationale and returned to GBS PLM / MktgSponsor

Return to GBS PLM / Mktg Sponsor for more information and

resubmission

GBS PLM / Mktg Sponsor manages through VIA tool

GBS PLM / Mktg Sponsor fills out VIA tool

Post Launch Feedback provided to GTM Governance Council by PM

PM executes through VIA tool

No Go Feedback provided to GTM Governance Council by GTM GM

LAUNCH

Concept and Requirement Planning

STAGE 0 STAGE 2STAGE 1

Idea Captured Idea Validated

Product evaluation PM/sponsor assigned

Business Case

BSG /National

Mass LAUNCH?

Plan – Design – Schedule

Develop and Build

Test and Launch

Project Closeout

STAGE 3 STAGE 4 STAGE 5 STAGE 6

GTM plan Systems and M&Ps Trials completed Lifecycle management

YES

NO

Holds kickoff & updates GTM Database Engages functional stakeholders & Updates GTM Database

GBS PLM / Mktg Sponsor

NPD – Corporate Owner

Strategic input provided by GBS PLM and Mktg Strategy

GTM ChecklistGTM Checklist

Created url and database to capture key business case Created url and database to capture key business case elements for GTM Governance Council Reviewelements for GTM Governance Council Review

Track, manage and report on initiatives requesting Track, manage and report on initiatives requesting launch into GBS Channellaunch into GBS Channel

Allow for integration of key business case elements into Allow for integration of key business case elements into GTM project management tools and methodologyGTM project management tools and methodology

GTM ChecklistGTM Checklist

GTM ChecklistGTM Checklist

GTM Governance GTM Governance ProcessProcess

1. Overview of Product (Campaign) Business Plan1. Overview of Product (Campaign) Business Plan

Type of InitiativeType of Initiative(Is this a Product, Campaign, or Channel initiative?)(Is this a Product, Campaign, or Channel initiative?)

Strategic StatementStrategic Statement(What the initiative is and what we are we trying to accomplish, by when?)(What the initiative is and what we are we trying to accomplish, by when?)

Link to Verizon strategyLink to Verizon strategy(How does this initiative support Verizon’s Strategic Imperatives & GBS strategies?)(How does this initiative support Verizon’s Strategic Imperatives & GBS strategies?)

Marketing strategyMarketing strategy(Acquisition and/or Retention, including customer target market?)(Acquisition and/or Retention, including customer target market?)

Target Launch DateTarget Launch Date(Estimated date of tariff or product launch and why?) (Estimated date of tariff or product launch and why?)

FundingFunding(Is the funding Departmental or IT approved?)(Is the funding Departmental or IT approved?)

GTM Governance GTM Governance ProcessProcess2. Sales/Revenue Objectives and Strategy2. Sales/Revenue Objectives and Strategy

Sales Objectives/Revenue ImpactSales Objectives/Revenue Impact(What are the sales goals for this initiative? Is it incremental or enabling existing (What are the sales goals for this initiative? Is it incremental or enabling existing

business? What is projected ROE for program/campaign? )business? What is projected ROE for program/campaign? )

Channel IdentificationChannel Identification(What Sales channels are impacted, along with Training, Back Office systems, tools, (What Sales channels are impacted, along with Training, Back Office systems, tools,

and/or applications?)and/or applications?)

Sales Strategy by ChannelSales Strategy by Channel(What titles will be selling product and how? HDNO, Always offer, offer with certain (What titles will be selling product and how? HDNO, Always offer, offer with certain

product?)product?)

Incentive Strategy by ChannelIncentive Strategy by Channel(Are there sales compensation {QRV?, AwardPerqs?} for this initiative? (Are there sales compensation {QRV?, AwardPerqs?} for this initiative? Are they same for all channels? What is the impact on Systems and Are they same for all channels? What is the impact on Systems and

Compensation?)Compensation?) FundingFunding

(Is the funding Departmental or IT approved?)(Is the funding Departmental or IT approved?)

GTM Governance GTM Governance ProcessProcess3. Product/Campaign Description3. Product/Campaign Description

Product/Campaign Description/Offer Product/Campaign Description/Offer (Describe the product/campaign offer or description)(Describe the product/campaign offer or description)

Benefits Benefits (To customer, to Verizon)(To customer, to Verizon)

Pricing OverviewPricing Overview(What is the estimated pricing information?)(What is the estimated pricing information?)

Process ImpactsProcess Impacts(Is this replacing an existing process or creating new one(s)? Does IT impact the (Is this replacing an existing process or creating new one(s)? Does IT impact the overall timeline for target launch? Is there a Process Diagram?)overall timeline for target launch? Is there a Process Diagram?)

SME Impact TeamSME Impact Team(Has a cross functional SME team developed and submitted an Impact Statement, (Has a cross functional SME team developed and submitted an Impact Statement, including regulatory, customer communications, fulfillment, affiliates, and/or LOBs ?)including regulatory, customer communications, fulfillment, affiliates, and/or LOBs ?)

GTM Process GTM Process StakeholdersStakeholders

GBS PLM LOBs (VzB & VzW) via GBS PLM NPD via GBS PLM Channel (e.g. One Source) Diane BrownDiane Brown

Mike McLaughlinMike McLaughlin David FrendoDavid Frendo Carrie GrayCarrie Gray Maria MonganMaria Mongan Mike KalinaMike Kalina Elizabeth RichardsonElizabeth Richardson Sue MolnarSue Molnar Steve ThomsonSteve Thomson Chair: GTM Group Manager (GM)Chair: GTM Group Manager (GM)

GTM Governance Council MembersGTM Governance Council Members

Sponsors (Business Owners)Sponsors (Business Owners)

GTM Process GTM Process StakeholdersStakeholders

Bi weekly review of requestsBi weekly review of requests

Develop, publish, and manage 30-60-90 day Develop, publish, and manage 30-60-90 day launch calendarlaunch calendar

Manage GTM Data Base informationManage GTM Data Base information

Coordinate GTM Data Base and VIA user Coordinate GTM Data Base and VIA user trainingtraining

Provide updates to and solicit feedback from Provide updates to and solicit feedback from Channel leadershipChannel leadership

GTM Governance Council - Functional roles, lead by the GTM GM:GTM Governance Council - Functional roles, lead by the GTM GM:

GTM Process GTM Process Execution GapsExecution Gaps

Process execution gaps include:Process execution gaps include:

Identify and assign dedicated GTM GM from existing GBS Identify and assign dedicated GTM GM from existing GBS GM resource poolGM resource pool

Identify, reassign, and train individual contributor (Level 6) Identify, reassign, and train individual contributor (Level 6) from GBS pool that matches Project Management skill setfrom GBS pool that matches Project Management skill set

Ensure BSC and Regions properly engage and support the Ensure BSC and Regions properly engage and support the GBS GTM Governance process in order to launch their GBS GTM Governance process in order to launch their initiatives that impact the channel – identify Regional SPOCs initiatives that impact the channel – identify Regional SPOCs to handle National Mass Launches – Who would handle to handle National Mass Launches – Who would handle Launches to Alt Channels in Mass?Launches to Alt Channels in Mass?

Evaluate VIA with Kelly Moore as the baseline GTM project Evaluate VIA with Kelly Moore as the baseline GTM project management tool – does it work for new products, price-ups management tool – does it work for new products, price-ups and campaigns? Are there any changes/updates that need and campaigns? Are there any changes/updates that need to be added to cover all types of launches?to be added to cover all types of launches?

Develop and roll out training on the GTM Process, including Develop and roll out training on the GTM Process, including use of the GTM Checklist/Data Base and VIA project use of the GTM Checklist/Data Base and VIA project management tool management tool

GTM Key Decision GTM Key Decision DriversDriversGo/No GoGo/No Go

Strategic importance, alignment with GBS goals, and channel Strategic importance, alignment with GBS goals, and channel impacts as detailed in the GTM Checklistimpacts as detailed in the GTM Checklist

Assignment of GTM Project ManagerAssignment of GTM Project Manager High strategic value to meeting GBS business objectivesHigh strategic value to meeting GBS business objectives Involves two (2) or more Business UnitsInvolves two (2) or more Business Units Requires a broad base of cross functional participationRequires a broad base of cross functional participation

Sponsor lead initiativesSponsor lead initiatives Requires limited cross functional participationRequires limited cross functional participation Involves GBS only business unitInvolves GBS only business unit

GTMGTMGBS ProcessGBS Process