conversation roadmaps – concept to dna, tom bice, attachmate
DESCRIPTION
TRANSCRIPT
Conversation Roadmaps Concept to DNA
Tom Bice Director, Product Marketing & Product Management September 21, 2011
© Attachmate, Inc. All rights reserved. 2
Solutions: Terminal Emulation Legacy Modernization Managed File Transfer Enterprise Fraud Management Revenue: Headquarters: $200 million Seattle, Washington
Solutions: Collaboration File & Networking Services Endpoint Management
Revenue: Headquarters: $400 million Provo, Utah
Solutions: Identity & Security Management Compliance Management Systems & Resource Management
Revenue: Headquarters: $350 million Houston, Texas
The Attachmate Group, Inc.
Solutions: Enterprise Linux Servers Software Appliances Linux Desktops
Revenue: Headquarters: $400 million Provo, Utah
© Attachmate, Inc. All rights reserved. 3
Our Journey
© Attachmate, Inc. All rights reserved. 4
© Attachmate, Inc. All rights reserved. 5
© Attachmate, Inc. All rights reserved. 6
© Attachmate, Inc. All rights reserved. 7
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Custom Power Positioning to Product Marketing & MarCom
© Attachmate, Inc. All rights reserved. 9
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
2 Hour Power of Story & Power Messaging for Latin America
© Attachmate, Inc. All rights reserved. 10
© Attachmate, Inc. All rights reserved. 11
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Power Positioning with Sales & Marketing
© Attachmate, Inc. All rights reserved. 12
• Conversation Roadmaps are difficult
• Field-level messaging vs. brand-level messaging
• Core messaging document for sales – The Conversation Roadmap is not this vehicle
© Attachmate, Inc. All rights reserved. 13
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Power Messaging to WW Sales Force (including mgmt)
© Attachmate, Inc. All rights reserved. 14
© Attachmate, Inc. All rights reserved. 15
© Attachmate, Inc. All rights reserved. 16
Custom 1-Day Conversation Roadmap Consulting
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
© Attachmate, Inc. All rights reserved. 17
© Attachmate, Inc. All rights reserved. 18
© Attachmate, Inc. All rights reserved. 19
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Power Messaging for Technical Sellers
© Attachmate, Inc. All rights reserved. 20
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Power Tools
© Attachmate, Inc. All rights reserved. 21
© Attachmate, Inc. All rights reserved. 22
© Attachmate, Inc. All rights reserved. 23
• Common messaging framework
• 155 sales and tech sales staff trained
• 30+ marketing staff trained
• Increased revenue by 20% - best financial performance since 2005
• Becoming part of our DNA