Marketing Requirements Document MRD Shoot the Curl Marketing

Marketing Requirements Document (MRD)

Shoot the Curl Marketing About usage A message to Product Marketers and Teams: You are free to borrow all of the elements in the slides here and adopt it for your own particular usage. You can manipulate it, change it, delete some of it, add to it. It doesn’t matter. The only thing we ask you don’t do is forget to delete the Shoot the Curl Marketing graphics and messages from your own slides . And, if you want to go further to show any thanks. Call us out on Linked. In or at our website. Use Case This is Marketing Requirements Document (MRD) template which is the critical deliverable for Marketing teams as part of the PLC process. Unlike traditional MRDs, this one is done in Power. Point and streamlined. The result is a much more usable and leverageable approach. Shoot the Curl Marketing

MRD 2. 0 MRD 1. 0 01 MRD Table of Contents D E S I G N • Business Objective/Goal • Market Segmentation and Prioritization • Financial Data • Risks and Consequences PULLS FROM PARTS OF DETAILED AREAS OF MRD (1 SLIDE) 02 • • • MARKET PROBLEM • Market Problem • Market Solutions Available Today • Identified Required Capabilities and Other Requirements • Value and Benefits to Customers • Competitive Landscape • Timing Pressures 03 04 EXEC SUMMARY • • • OPPORTUNITY • Business Objective/Goal • Market/Opportunity Sizing • Risks and Consequences (Solution/No Solution) Buyer Personas Roles/Titles Segment(s) Industry(ies) Regions Other target audience traits 05 • • POSITIONING Demand Type Launch Tier Sales Feedback (Qual. or Quant. ) Client/CAB Feedback Portfolio Fit High-level Pricing and Licensing Approach 06 07 TARGET AUDIENCE COMPETITIVE Competitive Positioning SWOT How We Win Competitive Battlecard • • Naming “Press Release Statement” Value Proposition Features Benefits Differentiation: Offering Level Differentiation: Company Level 08 USE CASES • #1 • #2 • #3 09 1 -9 MESSAGING FINANCIAL • Detailed Pricing and Licensing Approach • Sales $/# Target for New and Existing Logos • Upsell/Cross-sell • Partner Contribution • • P L A N N I N G Content Schedule Demand Plan Social Media Plan Promotion 10 • • UPDATES MARKETING Content Schedule Demand Plan Social Media Plan Promotion 11 ENABLEMENT • Content Schedule • Training (Direct and Partner) Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING Executive Summary Demand Type: New Concept, New Paradigm, Established Market* Classification: New Offering Business Objective: What is the pain/challenge/desired outcome and how organizations need to solve it. The objective does not talk to how your organization solves it. OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE Market Segmentation & Prioritization: Should cover personas, titles, segments (ex. Small Business + Midsize), industries, regions, etc. It should cover primary and secondary targets. Primary: Your Primary Audience MESSAGING USE CASES Secondary: Your Secondary Audience Financial: • 1 st Year Closed Pipeline: • 1 st Year Sales Revenue: • 1 st Year Volume (licenses): • Other FINANCIAL GTM: PLAN MARKETING ENABLEMENT Risks & Consequences: Examples - 1) Use of a third party solution could introduce risk if that third party was acquired. 2) Third party must continue to innovate in an evolving and competitive marketplace. 3) Integration with our solutions may be more complex and problematic than anticipated. *Sirius. Decisions Nomenclature Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING Market Problem Challenge/Pain/Desired Outcome: Go into more detail here on the pain/challenge/desired outcome. Use a few paragraphs/bullet proofs to really get into it. OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES Related News Articles FINANCIAL • GTM: PLAN You can cite articles, reports and other reputable sources here that do a great job of conveying elements of the pain/challenge or desired outcome. MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING Market and Competitive Snapshot Overall Market and Competitive Landscape Use this pace to talk about dynamics within the market. For instance, trends, new developments, forces impacting the market, applicable regulatory and compliance mandates, etc. OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES Competitive Landscape Use this space to talk about the overall competitive landscape. You’ll cover Competitive in more detail later. FINANCIAL GTM: PLAN MARKETING ENABLEMENT Timing Pressures Talk to how important timing to get to market is and why? Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Market Solutions Available Today Talk to the availability of solutions today and what those are generally. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE The following are just some of the available solutions: MESSAGING Identify any specific competitive offerings that are similar. USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Solution Requirements Talk Identified Required Capabilities and Other Requirements: Overall Key Requirements GTM: OFFERING • Requirement Descriptor: Must do this and do that, or provide this or provide that, and create this outcome or that outcome. OPPORTUNITY • TARGET AUDIENCE Requirement Descriptor: Must do this and do that, or provide this or provide that, and create this outcome or that outcome. • Requirement Descriptor: Must do this and do that, or provide this or provide that, and create this outcome or that outcome. POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL Specific Required Capabilities • • GTM: PLAN MARKETING ENABLEMENT • • Capability 1: Explain very briefly for clarity. Capability 2: Explain very briefly for clarity. Capability 3: Explain very briefly for clarity. Capability 4: Explain very briefly for clarity. • • Capability X: Explain very briefly for clarity. Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Solution Value and Benefits to Customers for Today’s Solutions GTM: OFFERING • Value/Benefit: Provides this or provides that, creates this outcome or that outcome. OPPORTUNITY • TARGET AUDIENCE Value/Benefit: Provides this or provides that, creates this outcome or that outcome. • Value/Benefit: Provides this or provides that, creates this outcome or that outcome. POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Opportunity MARKET PROBLEM Business Objective: What is the actual objective for your business? What are you trying to accomplish with this project or initiative? GTM: OFFERING OPPORTUNITY Discuss the overall business objective and what that objective allows your organization to do. Be clear on whether the objective is financial and/or to attain some other purpose or outcome. Discuss all facets of why this is important for your organization. The business objective is focused just as much on the internal impact or value as it is the external impact or value. TARGET AUDIENCE POSITIONING COMPETITIVE Risks & Consequences: MESSAGING Call out top 3 risks to success of the project. Be specific and don’t hold back on risks. If you’re concerned about the development team being able to actually deliver a minimally viable product, state that. Calling out potential risks is meaningless if you are just making things up to fill up space on a slide. USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY Target Audience In this section, we’re looking at our target audience from a few vantage points. It’s critical to paint a picture of your target audiences as it relates to personas, industries, challenges, use cases, etc. Pull in insights from Win/Loss analysis, sales survey feedback, external reports, etc. as you see appropriate. Buyer Personas: Which of our buyer personas is this offering targeted at and/or provide the greatest benefit. Describe how that is so. What does the offering allow them to do? TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL Roles & Titles: What actual job roles and titles are we targeting? Describe if there is a primary group and a secondary group within the context of the areas below. • Decision-Makers GTM: PLAN • Influencers MARKETING • Key Stakeholders (if any) ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING Target Audience BUYER PERSONA PROFILE JILL | STRATEGIC BUYER PERSONA PROFILE SANJEEV | DELIBERATE BUYER PERSONA PROFILE PARKER | ACCUTELY AWARE OPPORTUNITY TARGET AUDIENCE POSITIONING Primary, Secondary or Tertiary Target How they feel or interpret the Pain/Challenge or Desired Outcome: What they’d like to see in a solution. GTM: PLAN Likely level of interest (H/M/L): MARKETING Why this offering would be interesting: COMPETITIVE MESSAGING USE CASES FINANCIAL ENABLEMENT Shoot the Curl Marketing

Concept - Optional EXEC SUMMARY Target Audience MARKET PROBLEM This slide conveys differences in personas and job titles across different market segments. You can modify this to fit your needs. Don’t feel obligated to the categories below. Additionally, you could tag best-fit use cases to each of the areas and roles. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Decision-Makers Influencers Midsize CTO CISO Chief Compliance Officer IT Director IT Security Dir. POSITIONING COMPETITIVE MESSAGING USE CASES Small Business CEO IT Manager IT Security Mgr. FINANCIAL GTM: PLAN MARKETING ENABLEMENT Personas capture a lot of great information in terms of a combined identity of our target audience. However, looking at our audience from a title/role perspective can also prove helpful in clarifying who we are targeting. 13

EXEC SUMMARY Target Audience MARKET PROBLEM Again, we’re looking at our audience from different vantage points because our personas and audiences are not onedimensional but much more complex. GTM: OFFERING OPPORTUNITY Segments: What are the business firmographics that we believe will benefit most from the solution and are targeting? Small business? Midsize enterprises, other? TARGET AUDIENCE POSITIONING COMPETITIVE Industries: Are there industries the offering is particularly well suited for or being targeted and why? If not, specify that. MESSAGING USE CASES FINANCIAL Regional Coverage: Does this offering only apply to North America or does it apply to UK/EMEA and/or Asia? GTM: PLAN MARKETING ENABLEMENT Other targeted traits: Use this space to call out anything not covered in the other elements under Target Audience. Shoot the Curl Marketing

EXEC SUMMARY Positioning MARKET PROBLEM Demand Type Scorecard (Refer to Demand Type Worksheet by Sirius. Decisions online and in slide notes for details). The Demand Type helps to align teams on thinking as well as prompts different approaches to go-to-market based on the results. Column 1 GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING Column 2 Q 1 OXZ Q 2 X OZ Q 3 Z OX Q 4 XZ COMPETITIVE Q 5 XOZ MESSAGING Q 6 USE CASES Q 7 FINANCIAL GTM: PLAN MARKETING ENABLEMENT Total O Column 3 O X Z OZ X 6 12 3 New Concept New Paradigm Established Market O = Product Manager X = Product Marketer Z = Other New paradigm: ”A product that promises to retool or optimize an existing process, automate a manual process or solve known issues more effectively than what is currently in place. ” Shoot the Curl Marketing

EXEC SUMMARY Positioning Launch Tier Scorecard (Refer to Launch Tier Worksheet at Shootthe. Curl. Marketing. com for full details)*. MARKET PROBLEM GTM: OFFERING Column 1 Column 2 OPPORTUNITY Q 1 XOZ TARGET AUDIENCE Q 2 O XZ Q 3 O XZ POSITIONING COMPETITIVE Q 4 XO Q 5 XOZ MESSAGING Q 6 USE CASES Q 7 FINANCIAL Total GTM: PLAN X Column 3 Z O Z XZ O 6 12 3 TIER 1 TIER 2 TIER 3 O = Product Manager X = Product Marketer Z = Other MARKETING ENABLEMENT TIER 2 Launch: This is an important launch but doesn’t rise to the level of a Tier 1. This could be a new offering or a significant enhancement or upgrade to an existing offering. It should be expected that fewer resources and effort is pulled in here for a Tier 2. *The Launch Tier Worksheet was created by David Lorti. Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Sales Feedback (Qualitative and/or Quantitative) GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Client/CAB Feedback Client/Client Advisory Board Feedback GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Portfolio Fit: Describe how this offering fits into our overall portfolio. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Positioning OPPORTUNITY Differentiation (at the Offering level) • • TARGET AUDIENCE Differentiation (at the Company level) POSITIONING • • • GTM: OFFERING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Pricing Model and Pricing High-level Pricing and Licensing Approach: Describe what this looks like. Are we selling licenses? Are we bundling the offering in with other offerings? Is this offering standalone? GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Competitive Positioning: What makes us similar, what makes us different and how does that stack up within the competitive landscape discussed earlier in the MRD? GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL How We Win: Talk about how attributes to focus on when playing against our competitors. Do we have different positioning for different competitors? What will help us win the deal? GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY Competitive SWOT Strengths • • • Weaknesses • • • Opportunities • • • Threats • • • TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY Competitive You can incorporate your Sales Card into the deck or reference it with a link to its location in your content repository. TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY Competitive You can incorporate your Battle Card(s) into the deck or reference it with a link to its location in your content repository. TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Naming: What is the official name we will call this offering? Is there any guidance on what not to call it? GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Mock Press Release Statement: This is an approach Amazon takes. If you were going to write a press release (just the headline and top 2 sentences, what would that be? This helps to articulate the ultimate value and message we want to convey to the market. This language doesn’t have to be perfect as this statement will never be used publicly. POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

Feel free to delete the explanation to make more room as needed. EXEC SUMMARY Value Proposition and Messaging MARKET PROBLEM Value Proposition: This language should be written with the intent that it very likely would be used in whole or part and verbatim and paraphrased across web copy, data sheet copy, blogs, etc. You should approach this using the following format as a guide: GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING • • • Clearly explain the value of your product or service Explain why people should buy from you and not your competition Make sure your proposition is unique Target specific buyer personas instead of writing general propositions Get feedback and even A/B test your proposition Value Proposition: Your full 2 -3 sentence version. COMPETITIVE MESSAGING USE CASES FINANCIAL Value Proposition: Your 1 sentence “written” version. Value Proposition: Your 1 sentence “spoken” version. GTM: PLAN MARKETING ENABLEMENT Mock Press Release Statement: This is an approach Amazon takes. If you were going to write a press release (just the headline and top 2 sentences, what would that be? This helps to articulate the ultimate value and message we want to convey to the market. This language doesn’t have to be perfect as this statement will never be used publicly. Shoot the Curl Marketing

Feel free to delete the explanation to make more room as needed. EXEC SUMMARY Value Proposition and Messaging MARKET PROBLEM Value Proposition: This language should be written with the intent that it very likely would be used in whole or part and verbatim and paraphrased across web copy, data sheet copy, blogs, etc. You should approach this using the following format as a guide: GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING • • • Clearly explain the value of your product or service Explain why people should buy from you and not your competition Make sure your proposition is unique Target specific buyer personas instead of writing general propositions Get feedback and even A/B test your proposition Value Proposition: Your full 2 -3 sentence version. COMPETITIVE MESSAGING USE CASES FINANCIAL Value Proposition: Your 1 sentence “written” version. Value Proposition: Your 1 sentence “spoken” version. GTM: PLAN MARKETING ENABLEMENT Mock Press Release Statement: This is an approach Amazon takes. If you were going to write a press release (just the headline and top 2 sentences, what would that be? This helps to articulate the ultimate value and message we want to convey to the market. This language doesn’t have to be perfect as this statement will never be used publicly. Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Use Cases should convey scenarios that are as real-world as possible to be effective in conveying value. Incorporate diagrams or other graphics as it makes sense to show visually how your solution addresses a pain/challenge or provides a desired outcome. Use Case #1 – The Situation Describe the scenario here briefly. POSITIONING COMPETITIVE How We Would Address the Situation MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING Value/Benefits/Outcomes Conveyed to Customer • Value/Benefits/Outcomes ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Use Cases should convey scenarios that are as real-world as possible to be effective in conveying value. Incorporate diagrams or other graphics as it makes sense to show visually how your solution addresses a pain/challenge or provides a desired outcome. Use Case #2 – The Situation Describe the scenario here briefly. POSITIONING COMPETITIVE How We Would Address the Situation MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING Value/Benefits/Outcomes Conveyed to Customer • Value/Benefits/Outcomes ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Use Cases should convey scenarios that are as real-world as possible to be effective in conveying value. Incorporate diagrams or other graphics as it makes sense to show visually how your solution addresses a pain/challenge or provides a desired outcome. Use Case #3 – The Situation Describe the scenario here briefly. POSITIONING COMPETITIVE How We Would Address the Situation MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING Value/Benefits/Outcomes Conveyed to Customer • Value/Benefits/Outcomes ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY MARKET PROBLEM Detailed Pricing and Licensing Approach How do we plan to “sell” or otherwise make this offering available in terms of acquisition? Is it standalone or only made available via a bundled offering or solution? Is it free? Is there any licensing that needs to be clarified, etc. ? This section makes it clear how we actually package the offering up. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Direct Sales Target POSITIONING Time Period: 12 months Partner Sales Target Partners New Logos COMPETITIVE Closed Business ($) MESSAGING Revenue ($) USE CASES Volume (units) Existing Customers FINANCIAL GTM: PLAN MARKETING ENABLEMENT Time Period: 12 months TOTAL ($) Closed Business ($) Revenue ($) Volume (units) TOTAL ($) Shoot the Curl Marketing

EXEC SUMMARY Campaign Plan MARKET PROBLEM Your Campaign Plan will possibly be an umbrella plan of multiple components covering Content, Demand Generation, Events, AR/PR, etc. Make sure to capture the overall campaign (theme or focus, deliverables and timeline) and then provide more detail in additional slides for other GTM: OFFERING OPPORTUNITY components. Remember, a campaign is not a launch plan but a themed or topical project with a string of activities over time. A campaign complements a Tier 1 or Tier 2 launch but the topic or theme of the campaign is not centered on new offering itself. TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Content Plan MARKET PROBLEM Content Schedule: What external-facing and thought leadership content will be produce and/or leverage? • At-a-Glance (New) – Add description on topic here. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE Add description on topic here. • Blog Post (Existing) – “How to Leverage the MRD” (March 15, 2018) • Infographic (Existing) – “MRD MRD – Best Practices for MRDs” POSITIONING COMPETITIVE MESSAGING What external-facing offering collateral will be developed? • Data Sheet (New) • Web Page (New) USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Demand Generation Plan MARKET PROBLEM This slide provides more detailed information on Demand Generation efforts that are part of a larger campaign or separately, if no campaign is planned. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Social Media Plan MARKET PROBLEM This slide provides more detailed information on Social Media efforts that are part of a larger campaign or separately, if no campaign is planned. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY AR/PR MARKET PROBLEM This slide provides more detailed information on AR/PR efforts that are part of a larger campaign or separately, if no campaign is planned. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Events MARKET PROBLEM This slide provides more detailed information on any events activities that tie to the new offering as part of a larger campaign or separately, if no campaign is planned. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Account-Based Marketing Plan MARKET PROBLEM This slide provides more detailed information on any ABM activities that tie to the new offering as part of a larger campaign or separately, if no campaign is planned. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Partner Marketing Plan MARKET PROBLEM This slide provides more detailed information on Partner Marketing efforts go here. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Other Marketing MARKET PROBLEM Use this slide to articulate other Marketing efforts as part of the launch and/or broader campaign. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Sales Enablement Plan MARKET PROBLEM Your Sales Enablement Plan including training, development of new content and timing is captured here. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE Training (Direct and Partner) • Direct Sales Training on May 1 Content Schedule: What internal-facing content will be produce and/or leverage? • Sales Toolkit • Sales Training Webcast • Sales Training Slides • FAQs • Decision Tree • Tips and Recommendations MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing

EXEC SUMMARY Partner Enablement Plan MARKET PROBLEM Your Partner Enablement Plan including training, development of new content and timing is captured here. GTM: OFFERING OPPORTUNITY TARGET AUDIENCE POSITIONING COMPETITIVE Training (Direct and Partner) • Partner Training on May 1 Content Schedule: What internal-facing content will be produce and/or leverage? • Sales Toolkit • Sales Training Webcast • Sales Training Slides • FAQs • Decision Tree • Tips and Recommendations MESSAGING USE CASES FINANCIAL GTM: PLAN MARKETING ENABLEMENT Shoot the Curl Marketing