1. Identifying Opportunities Mike Peck

2. Themes o Identifying opportunities outside of IT o 100-250 CAL opportunities – what’s different? o Beating Microsoft

3. Opportunities Outside of IT  Inertia: Business Objects is comfortable selling to IT BUT  IT budgets are now even more heavily scrutinized  Think Q4 2008 – What happened to my pipeline? To capture more dollars we must g o beyond IT BOBJ never trained how to do this effectively

4. 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

5. 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?

6. 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

7. 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

8. Best pre-call resources Google name of target Linkedin – most accurate database of IT / Biz professionals Prism © SAP 2008 / Page 8

9. 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 23 rd work for me to call your office? Kind regards, Mike Peck © SAP 2008 / Page 9

10. 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 21 st – sent email 2. October 30 th – left voicemail 3. November 14 th - invite to local breakfast event 4. December 2 nd – sent email with success story – customer responds © SAP 2008 / Page 10

11. 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

12. 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 Opportunity Identification Takeaway Document