ACCOUNT SEGMENTATION FINAL BRIEFING 1162020 SBI Proprietary Confidential

PROJECT OBJECTIVES 11/6/2020 1 Define Ideal Customer Profile Formula and Propensity to Buy factors 2 Calculate revenue potential by account and solution for customers and prospects across all sales channels 3 Develop ongoing capability to segment & prioritize market by potential and to design territories SBI Proprietary & Confidential. All rights reserved. 2

INDEX Step 11/6/2020 Description 1 Account Segmentation Summary 2 Model Overview Appendix A Milestones Detailed Inventory Appendix B Business Intelligence Examples SBI Proprietary & Confidential. All rights reserved. 3

ACCOUNT SEGMENTATION SUMMARY 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 4

MILESTONES Milestone 11/6/2020 Impact Provided Top 100 Accounts by Potential • ACME INC. can Review Initial Results Completed Correlation & Regression Analysis • Perform frontier analysis and regression analysis on customer data • Assures the Data and Nurture Factors are Properly Weighted • Indicates level of alignment to Bookings and Potential Merged All ACME INC. and Vendor Data in the Account Segmentation Workbook • Enriched customer firmographics with 3 rd party data Determined account potential and propensity to buy scores for all accounts • Identified and define relevant buying behaviors and triggers • ACME INC. can analyze 7 k+ accounts for account potential and propensity to buy ACME INC. took ownership of the tool on Jan. 14 th • ACME INC. has been trained on use and maintenance of the tool SBI Proprietary & Confidential. All rights reserved. 5

NEW CAPABILITIES AND BENEFITS Function Capability Description Benefits Sales and Marketing 1. Potential Spend Calculator Quantify potential spend by solution offering for each account Quantitatively define a territory by potential and Propensity to Buy score Sales and Marketing 2. Account Prioritization through Pt. B formula Prioritize customer and prospects accounts across all sales channels Rely less on linking future growth to a handful of major accounts Sales and Marketing 3. White Space Insight Identify top targets from thousands of businesses Sales Engineers will improve productivity by spending more time with the right accounts and less time chasing low opportunities 4. Business Intelligence Easily link to reports from an index table and create new views from easy to use pivot tables Improve sales and marketing decisions Sales and Marketing 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 6

NEW CAPABILITIES AND BENEFITS Function Capability Description Benefits Sales 5. Quota Planning Begin to define Quotas based on Potential vs Bookings Move to territory based quotas based on data and results vs one goal across sales Sales 6. Sales Resource Planning Easily create account lists for new hires and base sales headcount on opportunity • Improve understanding of when and where sales coverage is needed. • Increase resource allocation effectiveness by combining output with workload analysis in the territory design workbook Marketing 7. Marketing Suspect Definition List of businesses not yet ready for sales attention but deserving of marketing attention Integrate sales and marketing activities to move businesses from Marketing Suspect to Sales Suspect, Prospect and Customer Marketing 8. Campaign Planning Design campaigns for Marketing Suspects Attain agreement between sales and marketing on who top targets are 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 7

MODEL OVERVIEW 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 8

WORKBOOK MODEL Customer Segmenting • • Account Segmentation Workbook Industry Sales of Customer Bookings Geography Pipeline Bookings Customer Master File Analysis 3 rd Party Data Pt. B Formula Translation & Transformation Booking Potential Account Scoring 11/6/2020 Territory Design Tool SBI Proprietary & Confidential. All rights reserved. 9

MODEL OVERVIEW The Excel workbook consists of 5 main areas. Each area has multiple tabs. 11/6/2020 Main Sections of the Workbook Description Summary Information Includes an index table, pivot tables for easy analysis and a table where Pt. B scores and potential are calculated ICP and Frontier Potential Separate tabs for Software and International Bookings Control Panels This is where the Pt. B formulas are referenced to drive Pt. B scoring. Any changes made automatically adjust the Pt. B scoring. Regression and Correlation Analysis These tables were created and used to review Pt. B formula’s and compare account potential to bookings and pipeline. Data Inputs Bookings, pipeline, master customer information and third party data were combined into one table in this section. SBI Proprietary & Confidential. All rights reserved. 10

IDEAL CUSTOMER PROFILE & CLUSTERS • The below table represents Frontier Potential by Cluster • The frontier potential is the 80 th percentile of bookings for customers in the given cluster Annualized Account Potential ($, 000's) 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 11

PROPENSITY TO BUY FORMULA Data Factors Nurture Factors * INDUSTRY 15% REVENUE 10% # of DC/ FACILITIES 15% # of EMPLOYEES 5% GROWTH 5% COMBINED SQ. FOOTAGE 10% ECOMMERCE 10%* LEVEL OF AUTOMATION 15% ACCESS TO DECISION MAKERS 10% CAPEX 5% 100% * Ecommerce weighting is 30% for Retail distribution as determined through correlation analysis 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 12

DATA FACTOR COVERAGE AND NEXT STEPS FOR NURTURE FACTORS Data Factors: Good results for 7 Data Factors with 91% overall coverage Issue: Several of the desired data fields cannot be provided or determined from third party or ACME INC. information Impact: • Nurture factor information is used when it exists. • SBI Recommendation: Due to low coverage of Nurture factor information SBI recommends ACME INC. develop a process to collect and leverage the information through marketing, sales or other 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 13

Pt. B FORMULA FACTOS WERE CONFIRMED VIA CORRELATION ANALYSIS Example: The Pt. B formula was improved by changing the weighting of Ecommerce. Increased Ecommerce weighting to drive up correlation By reviewing correlation analysis with leadership, a decision was made to increase the weighting of Ecommerce. 11/6/2020 SBI Proprietary & Confidential. All rights reserved. 14

CONQUERING THE BARRIER OF “SALES LANGUAGE” Category • Align definitions to move forward together 11/6/2020 Definition Customer Purchased a system or software in last 4 years Prospect An active Lead or sales Opportunity in SFDC. This implies management attention and drive to closure Sales Suspect A company that fits the ICP (Ideal Company Profile) and that has been assigned to a selling resource to actively penetrate but is not a Lead or Opportunity in SFDC Marketing Suspect A company that fits the ICP but is not assigned to a selling resource and, therefore, must be approached by Marketing assets SBI Proprietary & Confidential. All rights reserved. 15