Identifying Opportunities

Mike Peck

Themes

o Identifying opportunities outside of IT

o 100-250 CAL opportunities – what’s different?

o Beating Microsoft

Opportunities Outside of IT

Inertia: Business Objects is comfortable selling to IT

BUT

IT budgets are now even more heavily scrutinizedThink Q4 2008 – What happened to my pipeline?

To capture more dollars we must go beyond IT

BOBJ never trained how to do this effectively

Lifecycle of a BOBJ Customer – What do they buy and how do we traditionally sell?

1. Registration of Crystal Reports

2. Upsell of CR Server / Enterprise

3. Expand with more licenses

4. Cross sell with Web Intelligence

5. Seed then expand Xcelsius

6. Implement Data Quality / Data Integrator

7. Complement Universes / data structure with Predictive Analytics

8. Roll out BI to the masses with Explorer

BO Enterprise /CR Server

When do people buy large deployments?

Pilot matured to full roll out

Other departments getting access

Expanding departments = more employees

Extranets – supplier and customer

Due to tighter budgets – no customer will buy unless there is a real compelling reason to do so

What are some of the business reasons people buy?

Business Example:Extranets with customers and suppliers

Owens & Minor – gained $60million in new business in 6 months after deploying Business Objects

Medline – 1000 users of Crystal Reports to communicate key metrics with customers

Position CR as a revenue generating, customer-facing tool to help attract and retain customers.

© SAP 2008 / Page 6

Pre-call preparation

What are your top 10 customers top 3 initiatives?

This is what the business is spending money on, so it’s important we align Crystal Reports, CR Server etc with those initiatives.

Examples?

© SAP 2008 / Page 7

Best pre-call resources

• Google name of target

• Linkedin – most accurate database of IT / Biz professionals

• Prism

© SAP 2008 / Page 8

Difference between IT-oriented prospecting and business prospecting

Mr. Smith,

I was reviewing your 2008 annual report and your strategy for attracting new customers caught my attention.

Specifically, when I read how ABC plans to target the mid-market it occurred to me that your sales reps will need to better understand:

• Who are my best prospects?• What interaction ABC has had with them in the past?• How can ABC position unique offerings to win the business?

I have a couple ideas I’d like to talk to you about briefly. At market-leader Owens and Minor, they attributed $60million in new business in 6 months to working with us.

Does 10:30am on Wednesday Oct 23rd work for me to call your office?

Kind regards,

Mike Peck

© SAP 2008 / Page 9

Campaign against your prospect

It may take 5-7 contacts for the customer to respond positively. It helps to think of prospecting as a continual marketing process, not a one-time email blast.

(Greg Wolfe and PeopleSoft)

Example:

1. October 21st – sent email

2. October 30th – left voicemail

3. November 14th - invite to local breakfast event

4. December 2nd – sent email with success story – customer responds

© SAP 2008 / Page 10

Beating Microsoft

• Expand BI vision

• Talk about future BI needs – 6 months to 3 years from now, even if you won’t sell it to them• Other departments are going to need Predictive Analytics,

DQ, DI, etc

• Microsoft is a nice niche-play, but doesn’t serve the greater long-term strategy of the company (Medline example)

© SAP 2008 / Page 11

Role Play!

© SAP 2008 / Page 12

Recap:

Align our tools with the business-oriented initiatives of the company, and you’ll

greatly increase your chances of finding and winning new business

Microsoft Office Word 97 - 2003 Document

Opportunity Identification Takeaway Document