1. Lightning Strike Plan
Lightning Strike: A concentrated set of executions and campaigns designed to condition our priority targets on the category agenda.
Execute twice a year to set the agenda
Delivery with a small number of powerful executions vs. peanut butter.
Hyper focus on the targets and influencers that matter.

2. Lightning Strikes Unify Strategy and ExecutionQ1 Q2 Q3 Q4
Corporate Strategy
Sales & Enablement
Products
Marketing
Communications
Channels

3. Lightning Strikes Condition Our Targets Over Time
From
<current> To
<new category>
2H/16
1H/17
2H/17
1H/18
2H/18
Press
Analysts
Open Source
Prospects
Customers
Partners

4. Magic Triangle Product Design Company Design <company name>
Category Design

5. Lightning Strike Goals
Company, Product, and Category
Company
Revenue contribution / attribution goal: TBD
Internal enlistment goal: TBD
Product
Feature adoptio/growth: TBD
Free to paid customer conversion: TBD
Customer team / division adoption: TBD
Category
New budget line item
New discipline

6. Lightning Strike Objectives
Air Wars: Measurable Objectives (AMB - as measured by) PR
Business Press (category): TBD AMB
Silicon Valley Press (company): TBD AMB
Trade Press (product / employers): TBD AMB
Social
Facebook: TBD AMB
Twitter: TBD AMB
LinkedIn: TBD AMB
Other: TBD AMB

7. Lightning Strike Objectives
Ground War Measurable Objectives (AMBs)
Top Top Target Accounts (New Logos)
Vertical A
Vertical B
Vertical C
Customers
Use Case A
Use Case B
Use Case C

8. Lightning Strike Priority Programs
Goals: From/Tos
Objectives: measurable AMBs
Strike Team: cross functional
Category Name and Definition: detailed definition
POV Framework: POV and message platforms
Category Blueprint: technology components of the category
Category Ecosystem: map of the entire category landscape
Priority Targets: New logos and customers
Brand: updated brand and website
Internal Enlistment: internal campaign to enlist entire company
Category Event: anchor event(s) to launch strike
Public Relations & Social: business, tech, and local
Industry Analysts: briefing and investing in AR reports
Customer & Prospect Communication: to network
Sales Enablement: skill, product and pitch training
Execution Process: master status and weekly meetings

9. Strike Game Plan Exec/BOD Signoff Internal Campaign Customer Comms
Lightning Strike
Education Drum Beat
Jan
Feb
Mar
Apr
May
Jun
Jul
Category Definition
Internal Enlistment
POV Framework
Sales Enablement
Strike Event
Education Campaign
Category Blueprint
Industry Analysts
PR/Social
Category Ecosystem
Strike Plan

10. Strike Plan
Program Details

11. POV Framework Timing: Owner: TBD Phase Deadline Status & Notes Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

12. Category Blueprint Timing: Owner: TBD Phase Deadline Status & Notes
Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

13. Category Ecosystem Timing: Owner: TBD Phase Deadline Status & Notes
Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

14. Sales Enablement Timing: Owner: TBD Phase Deadline Status & Notes
Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

15. Industry Analysts Timing: Owner: TBD Phase Deadline Status & Notes
Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

16. PR/Social Timing: Owner: TBD Phase Deadline Status & Notes Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

17. Strike Event(s) Timing: Owner: TBD Phase Deadline Status & Notes
Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

18. Education Campaign Timing: Owner: TBD Phase Deadline Status & Notes
Draft 1
Date
Green/Yellow/Red
Draft 2
Final Draft
Complete

19. <fin>