Buyer Profile Guide How to use this for

Buyer Profile Guide How to use this for your sales efforts Buyer Profiles help you prepare for conversations with customers. Use these profiles to understand the factors that drive Business Decision Makers and Technical Decision Makers in making technology investments. 1. As you prepare for your customer meeting, determine if you will be talking to a Business Decision Maker or a Technical Decision Maker 2. Familiarize yourself with influencers, goals, and decision-making factors, 3. Plan your conversation around conversation starters and FAQs FAQ Resources https: //docs. microsoft. com/en-us/microsoft-365/business/support/microsoft-365 -business-faqs Sources: Security SMB Sales Guide, Collaboration Playbook, Microsoft Office 365 Personas & Audience Mindsets (Accenture, Jan 2018)

Business Decision Maker: Buyer Profile Influencers Goals Online research Reports/reviews Analysts Developers and IT within org • Peers • • • Decision-making Factors Increase sales, profit, and productivity Create new products and revenue streams Improve customer satisfaction, and loyalty Achieve faster time to market Streamline IT operations and reduce operating costs Comply with government regulations Improve business decision-making Employee satisfaction • Ease of management and adoption • Security of data • Scalability Triggers for Considering Purchase CEO/Owner/President Other potential titles: • COO / Head of Operations • VP Sales • Business Manager I directly impact the business and want quick and easy access to the critical information I need before making a decision. I am passionate about being technologically competitive in our industry. I need to serve my employees with easy, seamless, and highly reliable ways to collaborate. Due to the size of my organization, I can select and accommodate my employees’ needs. Teamwork Security & Compliance • Need to address growth, scalability, and admin burden • Moving to the cloud • Compelling events: office move, renewal, and software end of life, etc. • Security breach event • Regulatory and financial compliance requirements (GDPR) • Need to simplify security portfolio Conversation Starter Questions Teamwork Security & Compliance • How do you drive innovation? • How do your teams collaborate on projects, make decisions, and plan work? • How do you respond to new information about your operations to make timely and relevant decisions? • • Do you know who is accessing your data? Can you quickly find and react to resolve a breach? Do your users love their work experience? Does your policy for data compliance allow you to control access to sensitive information? • Can your organization classify and encrypt sensitive data?

Technical Decision Maker: Buyer Profile Influencers • • • Web research Peers Customer reference Demos, trials Videos Analysts Decision-making Factors Goals • • Minimize IT operational costs, streamline IT operations Improve the experience of highly distributed teams Deliver ease of use – for IT setup and employee use Streamline device connectivity and management Enhance productivity and optimize workflows Safeguard against security risk Gain high visibility and detailed management across mobile environments • Support cloud applications use • Meet security and compliance requirements • Pricing, scalability, and trust • Control of user accounts and management Triggers for Considering Purchase CTO/CISO Other potential titles: • VP IT / IT Director / IT Manager • VP of Systems I typically hold the entire IT budget and am the primary decision maker who is interested in the newest technologies. I am passionate about being technologically competitive in our industry and have varying levels of experience in leadership roles. I rely heavily on my experience, but I am focused on providing the most flexibility to maximize employee productivity, internal resources, and business growth. I make every effort to accommodate individual employee preferences. Teamwork Security & Compliance • Need to address growth, scalability, and admin burden • Moving to the cloud • Compelling events: office move, renewal, and software end of life, etc. • Security breach event • Regulatory and financial compliance requirements (GDPR) • Need to simplify security portfolio Conversation Starter Questions Teamwork Security & Compliance • How is your business using technology to grow revenue and increase profitability? • How do your current processes enable effective information sharing? • How do your teams capture and analyze operational data? • Have you started taking steps for digital transformation at your company? If so, what? • How are you securing data shared with external suppliers and contractors? • Do you have tools to automatically detect high-risk usage and guard against phishing and dangerous links? • How easily can you access reporting to find patterns that reveal threats? • How quickly can your team react to resolve a breach after it has been detected?