1. Ignite Your Venture Webcast Series Every Wednesday In April, 2-3 PM EST April 7 – Bringing Your Ideas to Life with a VC April 14 – Finding the Right People to Make the Right Team April 21 – Helping to Increase Profits & Accelerate Sales April 28 – Business Lead Generation That Works Microsoft does not endorse any of the participants in this webcast or their software, solutions or services. Microsoft disclaims any and all liability arising out of your use of information contained this webcast. www.microsoft.ca/igniteyourventure Twitter: #IYV2010 Email: cdnsol@microsoft.com

2. Angie Lim Channel Audience Manager Microsoft Partner Network Startup ISV & Web Developers twitter: @angielim www.microsoft.ca/igniteyourventure Twitter: #IYV2010 Email: cdnsol@microsoft.com

3. Metrics Based Marketing: Building a CMO Dashboard Ian Gilbert, Venture Partner, Intrepid Equity With Cadman Chui April 28, 2010

4. Background Cadman Chui VP, Marketing at PlateSpin Ltd. (Acquired by Novell, 2008) Held product marketing / product management positions at Cybermation (acquired by CA), DataMirror (acquired by IBM) MBA (Schulich School of Business) BSEE (University of Waterloo)

5. Marketing is sometimes perceived as a Black Hole

6. Marketing should be perceived as a Black BOX Marketing $ $$$

7. The Technical Challenge: Lead Source Tracking Campaign 1 $ $ Campaign 2 $ 0 Campaign 3 $ $$$

8. The 5 Crucial Marketing Metrics Per campaign, Per region, Per salesperson, Per days Lead-to- Opp Opp-to- Close Lead-to- Close Cost-per- Lead ASP

9. Metrics Trending and what they can tell you UpDown Lead2CloseSales execution and/or Marketing execution getting better Investigate Lead2Opp / Opp2Close to isolate bottleneck Lead2OppMarketing leads are getting more qualified and/or higher quality sales follow-up Leads are less qualified and/or/ lower quality sales follow-up Opp2CloseSales execution improvingSales execution deteriorating Cost Per LeadIf Lead2Opp down or same, marketing getting less efficient If Lead2Opp up or same, marketing getting more efficient

10. Leads & Derivatives Direct Lead Generation Trade show Search Ad Search Engine Print Ad User Group Joint channel Indirect Lead Generation Channel education / joint lead generation 2 nd Level Indirect Lead Generation Analyst briefings Press releases Press tours Word of mouth Referral

11. Making it all work Website Sales person Prospect Trade Show CRM

12. Turn data into information CRM Data Extraction / Mining

13. CMO Dashboard – Actionable Metrics

14. Real-Time Leads Dashboard

15. Return on Investment (Sales and Opportunities) 6886% OROI 781% SROI 809% OROI -3% SROI 5989% OROI 207% SROI 791% OROI 535% SROI 262% OROI -16% SROI 878% OROI 259% SROI 948% OROI 266% SROI 2077% OROI 89% SROI OROI = Opportunity ROI SROI = Sales ROI

16. Lead Lifetime (Days) Lifetime (Days)Probability (%) Lead2Opp5420 Opp2Close5850 Lead2Close8710

17. Leads by Status by Region

18. Leads by Status by Type

19. Lead2Close Trend

20. Cost Per Lead (C$)

21. Budgeting Precision Campaign Budget [$] required Sales Target [$] Sales due to marketing [%] Lead2Close [%] ASP [$] CPL [$] (Number of Deals marketing needs to generate) X =X (Cost per Deal)

22. Tips n’ Tricks

23. Communicate and coordinate with Sales!

24. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentations. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Contact information: Ian Gilbert igilbert@intrepidequity.com Cadman Chui cadman_chui@yahoo.com

25. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentations. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Discussion Use the Q&A tool Twitter: #IYV2010 Email: cdnsol@microsoft.com

26. On Demand – Past Series: S tarting a new Business Reducing your SaaS Dev Costs with PaaS Why Competitive ISVs Switch to Microsoft ISV Royalty & SPLA Licensing Your Web Potential with MS Web Platform Microsoft does not endorse any of the participants in this webcast or their software, solutions or services. Microsoft disclaims any and all liability arising out of your use of information contained this webcast. www.microsoft.ca/igniteyourventure Twitter: #IYV2010 Email: cdnsol@microsoft.com