1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. "Starting from Zero: 6-Month Action Plan to Turn Moribund Marketing Around - from PR & Podcasts to Search Optimization" Jeanne Hopkins Senior Director, Marketing Programs Symmetricom Monday, November 13, 2006

2 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Company

3 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Company

4 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The “Problem” or “Problems”  Strategy articulated yet not understood  Pictures do speak a thousand words!  Lack of cohesion within the marketing group  “Shadow” marketing organization  Shortfall in outbound marketing programs  Ou est la trade show?  Focus on the science and the technologists  What about the customer?  Perception that marketing was ineffective  Engineering specifications do not a product make…

5 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Expectations  Make marketing contribution more visible  Results versus activities  Metrics for success  Engagement at all levels  Contribution to sales effort  Provide company-wide communications leadership  Imbibe culture with enthusiasm and energy

6 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Budget  What budget?  5 months left in fiscal year  Commitments unknown Support requests pouring in along with legacy expectations – I need this, we want that, when will it get here? No centralized approval process Lack of rationale for expenditures  MarCom budget was the Division “slush fund”

7 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Marketing program audit  Collateral inconsistent pieces  Vendors - Paying for what!?  Events - What’s the point?  Products - EOLs without a plan  Communications - None  Database - Stagnant  Product website for SEO  Public relations pipeline  Weekly meetings  Virtual marketing team

8 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Collateral  Spreadsheet with ownership, last updated dates, usage rates, consistency with Style Guide, MD list  “Sweetheart” pieces for International sales force  STOP printing for inventory’s sake On-demand printing for events CDs  Update important pieces  Create new “Look and Feel” to delineate from legacy products and messaging (NGN Series)  Involve Sales, Sales Support, Marketing  Review customer download data from new website

9 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Vendors  Reviewed and reduced number of vendors  Created virtual marketing team with proven associates  Events  Attended “key” events to determine future viability  Established criteria for budget expenditure on each event Can it be promoted? Are we speaking? Can we partner?  Created schedule of speaking opportunities and worked to submit abstracts in new market areas

10 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Products  Is there a product roadmap?  Is there a product portfolio?  Talk to the product managers Bug fix Product revisions Product enhancements Product launches Market launches

11 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Product website

12 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Product website

13 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Public relations pipeline  2005 – six releases – one every two months  YTD 2006 – 20 – two every month Add corporate releases – 5 more Speaking slots Events White papers posted Webinars New info available Podcasts  Vendor meetings  Discuss open action items, next steps

14 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Rest…  Challenges  Turf  Plates  Time  Money  Life  Keeping up with the Joneses

15 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Program  Communications  Customer newsletter  Channel newsletter  Customer survey  Announcements  Public relations It’s all about the content  Database  Build data capture opportunities into new website  Get dedicated IP address certified

16 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Summary  A sense of humor helps  Look at everything with “new” eyes  Be curious  Ask for help

17 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you Jeanne Hopkins Symmetricom (408)