MassTLC Seminar: Go-To Market Strategy & Planning Mark Lorion VP Marketing Spotfire Analytics Division TIBCO Software

Company/Product Overview

•  For line-of-business managers and data analysts at global enterprises

•  Who are dissatisfied with rigid BI reports (business intelligence software) that don’t answer questions and require IT support to modify

•  Our approach offers a user-driven and visual approach for looking at data

•  That rapidly uncovers new insights that lead to business opportunities, avoids threats, and helps people make better decisions

•  Unlike traditional Business Intelligence

•  Spotfire is an Analytics & Data Discovery software platform that provides dimension-free data exploration and freeform user control to ask and answer new questions at the speed of thought

Spo$ire  acquired  by  TIBCO  So5ware  ($1+B  rev)  in  2007  AnalyCcs  so5ware  sold  to  enterprises  in  numerous  verCcal  markets  $xxxM  OperaCng  Unit  w/  xxx  employees  Field  teams  in  throughout  Americas,  EMEA,  APAC  

Our go-to-market planning

Corp  and  Division  

Objec2ves  

Yearly  Business  &  Marke2ng  

Plan  

Pla=orm  Roadmap  

“Plays”  (limited  set  of  cross-­‐func2onal  ini2a2ves  à  org  alignment  and  

scale)  

Playbooks  executed  &  evaluated  quarterly  

Segmenta(on  

Our go-to-market map (2010 sample)

Viral  +  Awareness  Play  ($$$)  

$$$  

US  

$   $$  $0  (Sales  driven)  

EU  

APJ  

FSI  Play  

LS  Play  (clinical)  Channels  Play  

CPG  

Rela(ve  Marke(ng  Programs  Investment  

TIBCO  Play  

LS  Play  (research)  

Telco  Manufacturing  

Energy  Government  

FSI  Play  

LS  Play  (clinical)  Channels  Play  TIBCO  Play  

LS  Play  (research)  Energy  

Telco  Manufacturing  

CPG  

LS  Play  (clinical)  

LS  Play  (research)  

FSI  Play   Channels  Play  (China)  

Manufacturing  

“Silver  Spo=ire”  ($$)  

The  “Plays”  

OVERVIEW TACTICAL OPTIONS

Objectives: §  Sell risk analytics solutions to banks, I-banks, Insurance Co.,

Asset managers, Hedge funds, and corporations §  REVENUE POTENTIAL: ____ §  EXPECTED INVESTMENT: ___

Audience §  VP, Group Risk Mgmt, VP Cap. Mgmt, Trading

Management at major banks §  Head of-- Modeling and Research/Actuarial Team/Trading

Message: §  Respond to changing competitive and regulatory landscape

more quickly, effectively and confidently §  Empower analysts and decision makers to explore and

interrogate data to gain more complete understanding §  Deploy real-time data processing and visual /statistical

analytics to uncover/discern hidden trends in data Offering:

§  Enterprise Risk Aggregation “solution” §  Credit risk modeling and performance monitoring “solution”

Primary Competition: §  SAS, @Risk, FactSet, R, MatLab, SPSS, Algorithmics §  Internal apps (Excel, Homegrown applications)

Competitive Edge: §  Open, adaptable, and scalable modeling platform §  Fast, intuitive multi-dimensional, user-driven visualizations §  Complete data spectrum capabilities – from inputs, quality,

analysis, to post-processing reporting and visualizations §  Greater range of visualization and computational capabilities

Demand Support §  Conferences: RiskMinds Geneva, GARP NYC 2/10 §  Outbound: telemarketing program to reach named list of

prospects, email db and lists for webcast series §  Inbound: Develop thought leadership content – Magazine

articles, speaker slots at events, purchase magazine space for columns/editorials; consider blogging series on Cap Markets trends re Risk

§  Web—PPC, Banner ads (GARP, MashRisk Network, others), rationalize website and upgrade concentration of keywords

§  Webcasts -- SF/S+ risk related series, 1/mo, RiskCenter, Fierce Finance email blast for each event; E&Y compliance series, 6/yr, audience is across verticals; Reuters, 3/yr SF use as embedded provider of visual analytics

Equip Sales: §  New “solution” demos are required with support kits – based off

XYZ customer deals in 1H’09 §  Flash tours (4) Develop between 12/09 and 6/10 §  A dedicated presales resource needed in each major GEO! §  Bloomberg subscription (share cost with Energy Play)

Partners/Resellers/OEM: §  Leverage ptship with Reuters, CapitalIQ for go-to-market

programs §  Enable resellers with sales kits and investigate co-mkting oppty

Product Enhancements: §  Updating time series data; 3d surface plots; Standard

distribution reference curves; Custom calendar capability; Weighted average, cumulative return; Productize FinMetrics and NuOpt; Bloomberg Data connection (1-Historic data, 2-’real time’ data)

A best practice for us… The Play Card Risk  &  Financial  Services  Play  (2010  Sample)