1. Bill Koehl Vice President and General Manager
EMEA Update
Bill Koehl
Vice President and General Manager
22/11/2018

2. FY08 Observations Internal View External View
Not Consistently Achieving Quota
External View
“BMC’s focus on it’s install base could limit growth opportunities in segments outside its traditional user community”
Forester Research
“Gartner believes that most of BMC’s sales are to existing BMC’s customers not now stand-alone customers”
Gartner Group
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3. 6,770 ACCOUNTS 30,000 ACCOUNTS 25% of Revenue 75% of Revenue
3 Year Historical View
25% of
Revenue
75% of
Revenue
ESM Revenue
6,770
ACCOUNTS
30,000
ACCOUNTS
We are doing a better job in the second 500 in mining them, but we are also getting more revenue out of those. That 91% is across all of our current segments. So, big accounts are untouched.
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4. Customer Segmentation Metrics
Size of Account
DSM Total Spend
Metric Weight
Metric Weight
Based on company’s ESM TB BMC FY06 – Q3FY08
Ranked by Revenue
>= $10B
10 Points
$1B - $10B
5 Points
$100M-$1B
1 Point
>$2M
10 Points
$250K-$2M
5 Points
< $250K
1 Point
30%
30%
Vertical Industry Opportunity
Product Penetration
Number of BSM Solution groups purchased FY06 – Q3FY08
Based on knowledge worker and IT spending rates
High
10 Points
Med
5 Points
Low
1 Point
35%
>13
10 Points
4 – 12
5 Points
0 – 3
1 Point
20%
Total Points Available 20
Country Market Maturity
MSM Total Spend
Based on readiness of business & govt. w/in a country to leverage IT
Based on company’s MSM TB FY06 – Q3FY08
High
10 Points
Med
5 Points
Low
1 Point
15%
>$4M
10 Points
$1M - $4M
5 Points
<$1M
1 Point
20%
Propensity to Buy
Core License Spend
Propensity to buy across 6 ESM product areas
SM/IM License bookings from FY06 – Q3FY08
High
10 Points
Med
5 Points
Low
1 Point
20%
>$2M
10 Points
$250K-$2M
5 Points
<$250K
1 Point
30%
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5. Business Relationship (BR)
Deploys and runs a large complex IT Organization
Propensity to buy into our BMC vision
High license ($1m) potential to spend on solutions offered by BMC
Strong BMC relationship except in investment accounts
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6. BSM Platform for growth
Business Impact (BI)
Global 2000 – Highly complex IT environment – All industry sectors represented
BSM Platform for growth
BMC has the potential for an Invitation to grow or enter account
Customer relationship tends to be opportunistic
Customer tends to buy to “pain” – solve problems
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7. Typically transactional buyers - Solve Point Problems
Named
Typically less than 10 billion in revenue and more than 2500 Employee’s
Typically transactional buyers - Solve Point Problems
Partner lead sales and services
Primary Buyer Type - IT point product specialist
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8. Huge Partner Opportunity Partners’ Manage and Lead
Mass Market
Huge Partner Opportunity
Partners’ Manage and Lead
Generally Product and Solution Based
Partners are Trained Exactly to the Same Standard as BMC Sales and Services Delivery Capabilities
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9. New Worldwide Segmentation Model
Platform for Growth
Partner Led Services
Sell To Pain
Platform / Consultative Sell
BMC Services Embedded
Tied to Global Initiatives
Solution Sell
Partner Led Sales & Services
Investment
BR < $1M in ESM TB FY06 – Q308
BI < $500K in ESM TB FY-06 – Q308
Customer
BR > $1M in ESM TB FY06 – Q308
BI > $500K in ESM TB FY-06 – Q308
Communication
Coordination
Business
Relationship
151
162 Accounts 11
INVESTMENT
CUSTOMER
1,594
689
2,283 Accounts
Business Impact
Named Territory Accounts
1,891 Accounts
Mass Market 9
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10. Worldwide Exponential Opportunity
Communication
Coordination
SI’s
Partners
BMC
Global
Services
Service
Support
Service Assurance
Automation
Service
Support
Service Assurance
Automation
Business
Relationship 11
151
1,605 Accounts
162 Accounts
Business Impact
1,594
689
BMC Primary Account Manager
2,283 Accounts
Named Territory Accounts
1,891 Accounts
Mass Market
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11. Client Take-a-ways We Must Embrace Behavioral Change in FY09
Protect and Grow the BR and BI customer segments through Collaboration
Build Pipeline and Incremental Revenue Through Communication with specialist organization
Increase Sales Productivity
Repurposed Inside Sales
Improve Channel Alignment
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12. Worldwide Product Organization
Craig Harper
11/22/2018
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13. WW Product Organization Our Mission
Dominance of the BSM Marketplace
Accelerate Growth
Deliver balanced revenue achievement across all BSM Disciplines
Focus
Expertise / Value Add
Teamwork
Communicate with Business Units on behalf of our clients and Field Sales organization
Influence our Product Strategy
Communicate our Product/Solution Strategy and Roadmaps
Establish the over all Go to Market Strategy
Localize BU/Field Strategy to specific markets
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14. WW Product Organization Craig Harper
Field
Marketing
Kathy
Bexley
M&A
Steve
Vierra
Jeff
Hodges
Solution
Architects
Field
Process
Tom
Schodorf
Field Process
BSM Field
Strategy
Sean
McDermott
Sales
Specialists
John
McMahon
Software
Consulting
Mary
Nugent
Partner
Ron
Clegg
Service
Support
$260M (lic.)
Ron Clegg
Service
Automation
$132M (lic.)
John McMahon
Service
Assurance
$270m (TB)
Mary Nugent
Identify
$45M (TB)
Tom Schodorf
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15. Alignment with our ESM Business Unit Products
Paul Avenant
Sol Development
K Behnia/T Bishop
Office of the CTO
John Peters
ESM Marketing
Jim Grant
Senior Vice President
ESM Business Unit
Alisa Nessler
Solution Support
Scott Hassett
ESM Ops & Value Chain
Herb Van Hook
ESM Business Planning
Product
Line
Management
Service
Support
Israel Gat
Product Line
Bob Gutekunst
Krishna Prasad
Scott Fulton
Roy Ritthaler
Product Mgmt
Brent Brightwell
Warren Cook
P. Padmanabhan
Eli Almog
CTO Office
Troy Cline
Atwell Williams
Doug Bagley
Mitch Landry
Program Mgmt
Mary Morgan
Brian Borack
Becky Strauss
Support
DeWayne McNally
Jay Shankar
Lucy Karis
Mark Kusionowicz
Marketing
Bronna Shapiro
Gerry Roy
Paul Farr
Atrium
Service
Automation
Service
Assurance
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16. WW Product Organization- EMEA Craig Harper
Field
Marketing
Jonathan Priestley
Software
Consulting
Rob Cole
Service
Support
Robert Cole
Service
Automation
Luca Lazzaron
Service
Assurance
Herve Timsit
Greg Rahim
Identify
Tom Schodorf
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17. Field Sales Specialists Profile
“Hunter among Hunters”
Ability to cover a broader territory
Inventory Opportunities
Qualify and Prioritize
Expert in qualifying opportunities.
Flexible based on role
Capable of leading the sales effort
Capable of becoming a part of an overall account team and strategy
Rapid value add
Establishes trust and credibility with both the technology buyer and economic buyer
Understand and customizes the ROI to the customer
Cultivates and effective uses client references
Gracefully transitions the relationships to be “farmed” by account manager
Works well with the client team
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18. Intentional Alignment
SI’s
Partners
BMC
Global
Services
Service
Support
Service
Automation
Service
Assurance
Identify 18
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19. © Copyright 22/11/2018 BMC Software, Inc.
EMEA
Amsterdam – EMEA Headquarters
Sales & Mgmt
280
SC’s
120
Consulting Services
140
Field Marketing 35
Field Operations 25 MF
130
Corp Ops, Legal, etc
Finance 60 HR 10
R&D
180
78 Countries
3300 Customers
>$600m Revenues
1,100 Employees
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20. Aligning How a Customer Buys With How BMC Sells
How Customers Buy
Key Customer Buyer
Approach & EMEA Numbers
Total BR Accounts: 210 Parent: 76 Child: 134 Consultative Selling, Upselling, Renewals and Services
Total of 70 Account Reps covering BI and BR (not inclusive of management)
Business and IT Executive Buyers
BSM
Total BI Accounts: 535 Parent: 440 Child: 95 Solution Selling, Upselling, Renewals and Services
BSM via Discipline
Solution Buyer
INVESTMENT
CUSTOMER
BSM via Solution up to Discipline
Total Named Accounts: Territory Managers + 19 ISD Territory Managers Product Selling, Upselling, Renewals and Services
Product /
Solution Buyer
Mainly Product
Focus
100% Partner Driven
Purely Partner Driven Product Selling
Existing Accounts
Investment Accounts 20
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21. New Organization Structure
All conflict is removed so we can focus on the customer
FY09 is all about the country… not which sales division
Country Managers now have total revenue responsibility in their country
How does it effect you?
Increase your focus on the customer, right people on the right set of accounts
Strong infrastructure and specialization support
A much clearer line of sight to services, products and operation
Both Client and Product disciplines working closer together
Larger quotas but paid on everything
Simplified compensation plan
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22. EMEA Executive Team Bill Koehl VP and General Manager Marja Schalks
Executive Assistant
Mark Newton
Regional Director NER
Olav Strand
Regional Director CER
TBD
Regional Director SER
Vishal Rao
Director Global Accounts
Dermot Costello
Director iSD
Edouard Fourcade
VP, WW Comp & BP
Nick Glover
VP, MSM EMEA
Eric Blum
VP Consulting Services
Neil Yekell
VP Finance
Luca Lazzaron
VP & GM Bladelogic
Bjorn Mattsson
Director Channels
Robert Cole
Director SW Consulting
Gertjan van Dam
Director Best Practices
Jim Darragh
Director WW Field Ops
Nick McEvoy
Director Field Operations
Todd Reeves
Sr. Director HR
Jonathan Priestley
Director Field Marketing
Elodie Dowling
Sr. Legal Counsel
Jon Rendle
Director Cust. Support
Gavin Tapper
Director Order Mgmt
Huub Smeets
Director Procurement
© Copyright 22/11/2018 BMC Software, Inc.

23. EUROPE Sales Organization
Bill Koehl
VP and General Manager
Vishal Rao Director Global Accounts
Gertjan van Dam Director Best Practices
Nick McEvoy Director Field Ops
Mark Newton Regional Director NER
Olav Strand Regional Director CER
TBD Regional Director SER
Dermot Costello Director iSD Europe UK
Mark Newton
GERMANY
Olav Strand
ITALY
Bettina Giordani
NER
Michelle Murphy
NORDIC
Mats Ferm
AUSTRIA/SWITZERLAND
Christian Winkelbauer
IBERIA
Miguel Fito
CER
Ives Bretzer
NETHERLANDS
Hans van Donge
FRANCE
Eric Lecoq
SER
Marco Vascellari
BELGIUM/LUX
Jan Duthoo
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24. © Copyright 22/11/2018 BMC Software, Inc.
Global Accounts
EMEA-based Global Accounts
U.S.-based Global Accounts
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25. BMC Is Better Equipped Than Ever Before To Service This Need
BMC ITSM
Change Management
Service Request System
Incident Management
Asset Management
Definitive Software Library (DSL)
BMC Configuration Automation
BCA for Servers
BCA for Clients
BCA for Networks (BladeLogic)
Run Book Automation (RealOps)
BMC Performance Assurance
BMC Event Manager (BEM)
Service Impact Manager (SIM)
ProactiveNet Analytics (PNET)
BMC Performance Manager (BPM)
Transaction Management (TMART)
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26. Our Areas Of Focus in EMEA
Meet or achieve our financial goals (predictable revenue) 1
Do your job – let the customer know we’re the best, change the game, increase sales productivity and demonstrate teamwork 2
Service Assurance – must compete and claim victory in this space 3
These are my areas of focus
We need to ensure that
our customers know we are better than the competition
we become the most knowledgeable and respected sales team in the industry
Communicate to our customers and each other - Increase our alignment work together and reach out to each other where we need to, use the enablement delivered to you – take responsibility to learn and develop
Use marketing, they have good a great new data model and approved themes to produce leads for us
Deliver the 4Rs. We want our most motivated customer to talk about how BMC made them succeed 4
Claim victory with CMDB and win with Service Automation
Develop our relationships and our references (more time with our customers) 5
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27. © Copyright 22/11/2018 BMC Software, Inc.
What can you do for me?
Be Self Sufficient and Add Value
Understand we have Quarterly Targets
Focus More on ESM Solutions and Less on Point Products
Too much focus still on only Remedy
Sell New Licenses
Learn the way we do business and follow the rules we must follow
Best Practices and Revenue Recognition Training
Must grow DSM Business
Pan European organizations
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