1. C USTOMER R EFERENCE P ROGRAM The Business Case

2. A GENDA 1. Why develop a CRP ? 2. Recommended Approach 3. Budget Required 4. Quantifiable Benefits 5. Next Steps

3. W HY FORM A C USTOMER A DVISORY B OARD (CAB)? CustomerReferenceProgram.org research found the following benefits accrue to organizations that adopt a formal CRP: Increase sales executive efficiency by removing duplication in sales reps sourcing references individually Less risk of overusing or underutilizing customer references Increased ability to fulfill customer reference requests for all industries/products/geographies Shortened sales cycles through by reducing time from request to fulfillment

4. W E HAVE SOME MAJOR GAPS THAT NEED FILLING … GAP analysis shows sales could be severely impacted by lack of reference coverage in some key areas: Product AProduct BProduct C Healthcare323KEY: Financial214Numbers represent average # monthly requests Manufacturing896 Consistently able to fulfill requests Construction747 Not always able to find ideal match Government422 Rarely able to fulfill request Other212

5. R ECOMMENDED A PPROACH The CRP’s customers are Sales, Marketing, PR and Analyst Relations Jeff Smith – CMO is Executive Sponsor KEY SUCCESS METRIC: Shortened sales cycles through quicker reference fulfillment Dave Jenkins, Head of Key Accounts to nominate potential customers for initial Reference Pool Legal & Finance to review the “Customer Reference Incentive Program Agreement” Deliverables: Case Study, ROI Study, Success Story, Success Slides, Audio Recording, Speaking Abstracts, Videos/Podcasts, PR Blurbs, Press Releases, Advertising, Quotes gathered from social media (Twitter/Facebook) KEY DATES: Sales Training & FAQ’s launched end of Q1 Go Live with CRP Brochure and Customer Press Release in Q2

6. T OTAL C OST OF O WNERSHIP

7. V ALUE OF B ENEFITS Key Benefits: Removing Sales Inefficiency $562,500 Avoiding Revenue-Impacting References Shortages $1,450,000 TOTAL Annual Benefits = $2,012,500 Return on Investment = %

8. N EXT STEPS We need your commitment to…

9. F OR A DDITIONAL RESEARCH PLEASE VISIT : www.CustomerAdvisoryBoard.org