1. Ideas Prioritization Matrix – “The Sniff Test” Picking the right targets Market Opportunity Strategic Fit & Ability to Execute High Low High Low Ignore Top Priority Second Priority Third Priority Compelling market opportunity & best fit Reasonable market opportunity & best fit Compelling market opportunity & stretch Reasonable market opportunity & stretch

2. Offer Prioritization Criteria – Market Lens 7 questions that determine an irresistible offer 1. How obvious is the customer need? Totally ObscureTotally Obvious 2. How genuine is the need? Doesn’t need it at allIt’s life or death 3. How common is the solution for the problem? Can get it anywhereWe are the only one 6. Will we miss a market transition? No Yes 4. How many customer buying centers? Several buying centers have to agree Just one 5. How does yours stack up against competition? Don’t askWe are clearly the best 7. Does this lead to self-cannibalization? Completely and we have no idea how to mitigate the risk No OR potentially, but this is how we mitigate the risk 1 10

3. Offer Prioritization Criteria – Internal Lens 7 questions that determine an offer you can deliver 10 1. Is the target our ideal customer profile? Not at all Absolutely 2. Strategy fit Just some revenue Close fit to strategy 4. How complex is the solution to deploy? Don’t askVery straightforward 3. How much is product pull-through? Negligible Lots and lots 5. How do we handle support? We support the entire solution We support only our products 6. Any 3 rd party pre-integration required? Multiple None 7. How profitable at scale? Break even Very 1