Measurement is marketing! Karen Bintz Area Vice President, Customer Experience

Who is BMC software? We enable businesses to transform into digital enterprises for the ultimate competitive advantage BMC digital IT powers 82% of Fortune 500 companies 10,000+ customers worldwide

Tiered Briefing Program Philosophy Standard Briefings (40/year) Pre-closing phase, multi-company, preset agenda Custom Briefings (125/year) Closing phase, individual company, customized agenda Field Briefings (50/year) Custom briefings held outside of EBC

Measurement 1 A performance measurement system, designed to meet the needs of key stakeholders, quantifies and communicates the program’s value.

Who are the stakeholders & what matters to them? Sales – direct revenue impact SMEs – presentation/content scores Marketing – effective campaigns R&D – future customer requirements Executive Management – company performance Direct Management – funding requirement Briefing Team – fruits of our labors

How Do You Generate Metrics? Good: Manual, anecdotal Better: Maintain spreadsheets Best: Implement automated tracking & reporting system CRM tool (SFDC Opportunity ID)

What Goes in a Quarterly Report? Executive Summary Briefing Schedule Revenue Report Program Recognition Content and Attendance Metrics Customer Confidence Level Year Over Year Analysis Presentation Content & Delivery Feedback Next Level Enhancements Briefing Program Overview

Measurement 2 Immediate or on-site feedback measures briefing impact.

Who Should You Survey? Account managers keep it short! Discussion leaders make sure they were not blind sided! External customers the final arbiters

How Should You Survey? Our choice: real-time, proprietary app Built directly in SFDC Immediate intelligence to facilitators/SMEs Responses captured directly in customer record Eliminates data reentry Direct knowledge base access to sales

What Should You Survey? Discussion leader sessions Content Delivery Logistics, accommodations Pre and post confidence Open ended questions

Briefing Evaluation Summary – Content

Briefing Evaluation Summary – Delivery

Briefing Evaluation Summary – Miscellaneous

Briefing Evaluation Summary – Confidence Level

Measurement 3 Integrated planning, management, and reporting tools support briefing operations and provide meaningful insight on program performance.

Complete Automation via Salesforce.com Initial request via SFDC Op ID E-mail approvals/notifications Agenda creation/formatting Calendaring/pre –briefing info Presenter bio summary and customer evaluation creation Attendee report for Travel and Security depts Post briefing evaluation to sales team Customer evaluation iPad data capture- real-time/directly into SFDC Real-time updates to EBC Dashboard

Newest automation tool: MyEBC

Measurement 4 Sales closure tracking and delayed surveys quantify the briefing program’s contribution to business results.

Delayed Survey Considerations Who? Customer, sales team or both When? 3 months? 6 months? 1 year? What? Qualitative and/or quantitative How? Directly? Through sales team? Why? Purpose served?

What Metrics are Meaningful? Revenue Reports Sales Participation per Geo Content Ratings Y-O-Y New Logo Participation CXO Participation Statistics Average briefing Revenue Contribution – per Company, per Attendee Attendance Trends – Stage of sales cycle Confidence Level – Pre & Post Briefing Revenue per Business Unit/Solution Area “Frequent Flier” report Time Interval to Close

Most Powerful Metric…. What do 71% of Sales Quota Achievers Have in Common? They used the Executive Briefing Program, BMC Software’s Most Powerful Sales Tool!

THANK YOU!