Playbooks We hope the following examples are useful

Playbooks We hope the following examples are useful. They feature complete playbooks of real companies, playbooks in progress and some template ‘building blocks’ showing the questions you need to answer in order to build a playbook.

Sample GTM Playbook: Mobile. Iron Urgent Pain Marketing-Generated Lead 1 st meeting Quality Execs replacing blackberry with i. Phones 2 nd meeting Ask for 2 nd mtg Ask for Eval Lead Source: AT&T and Apple WOW #1 Selective Wipe WOW #2 Enterprise App. Store • Have mobile devices and • Explore needs and • Peer references and apps? • Users want to pick own device or BYOD? • Are you worried about security of your data? motivation • We solve security for apps and devices • Innovative mobile Eval Exec meeting Boss to table Win Ask for Order • Turn up live instance • Customer execute test • Get boss to table • Present test plan and document results • Find challenges results and customer success plan • Initial pricing and executive references product deep dive • Initial order • Convert eval to live • Introduce customer success team • Why beat competition • Future proof platform • Get eval approval security platform for BYOD/corporate while protecting privacy • SEO/M programs and • 1 st meeting • 2 nd meeting • Easy eval turn-on and • Exec summary talking website landing • SDR outbound email and calls • Channels and ecosystem referrals presentation • Supporting videos and product information • WOW #1 presentation with deep dive and competitive • Key features for differentiation • WOW #2 tutorial • Eval checklist • Competitive traps • Engineer hotline for issues points and exec references • Eval results in nice dynamic dashboard • Executive calls • • • Quick quoting tool Click thru legal agreements Welcome kits and training video © 2018, Bob Tinker & Tae Hea Nahm

Sample GTM Playbook: Marketo

Playbooks in Progress: Some examples of playbooks at different stages

1 Playbook Stage Examples Sales-Led Marketing Lead 1 st Mtg Eval Exec Mtg Win Usage Report Upsell to Paid Win 2 nd Mtg Qualify OR Marketing-Led Webinar Name Qualify Nurture 5 Free Trial

1 Playbook Stage Example Heavy touch Sales-Led Marketing Generated Lead 1 st Mtg 2 nd Mtg Eval Exec Mtg Win Free Trial Drive Usage Inside Sales Win Free Trial Drive Usage Self-serve to Paid Expand with usage Qualify Marketing-Led with Inside Sales Digital Marketing Webinar Light touch Qualify Nurture Marketing-Led with Self-Serve Digital Marketing Website Qualify Nurture 6 Manual Automated

Step-by-step building blocks: Some templates to help you create your playbook

Marketing Generate d Lead Q 1 st Mtg 2 nd Mtg Eval Exec Mtg Win 2 What do marketing & sales say or do at each stage? Have mobile devices and apps? Users want to pick own device or BYOD? Are you worried about security of your data? 8 Explore needs and motivation Peer references & product deep dive We solve security for apps & devices Why beat competition Innovative mobile security platform for BYOD or corporate while protecting privacy Future proof platform Get eval approval Turn up live instance Get boss to table Initial order Customer execute test plan & document results Present test plan results & customer success plan Convert eval to live Find challenges Initial pricing & executive references Introduce customer success team

Marketing Generate d. Lead Have mobile devices and apps? Do/Say 1 st Mtg Q Users want to pick own device or BYOD? Are you worried about security of your data? Explore needs and motivation Exec Mtg 2 nd Mtg Eval Peer references & product deep dive Turn up live instance Get boss to table Initial order Customer execute test plan & document results Present test plan results & customer success plan Convert eval to live Find challenges Initial pricing & executive references We solve security for apps & devices Why beat competition Innovative mobile security platform for BYOD or corporate while protecting privacy Future proof platform Win Introduce customer success team Get eval approval 3 What does the rest of the company provide to help? Tools SEO/M programs & website landing SDR outbound email & calls Channels & ecosystem referrals 9 1 st meeting presentation Supporting videos and product information 2 nd meeting presentation with deep dive & competitive Easy eval turn-on & tutorial Eval checklist Competitive traps Key features for differentiation WOW #1 WOW #2 Exec summary talking points & exec references Engineer hotline for issues Eval result in nice dynamic dashboard Executive calls Quick quoting tool Click thru legal agreements Welcome kit & training video

BONUS: Track Conversion Metrics Marketing Lead Have mobile devices and apps? Users want to pick own device or BYOD? Are you worried about security of your data? SEO/M programs & website landing SDR outbound email & calls Channels & ecosystem referrals 10 1 st Mtg Q Explore needs and motivation Eval Peer references & product deep dive Turn up live instance Get boss to table Initial order Customer execute test plan & document results Present test plan results & customer success plan Convert eval to live Find challenges Initial pricing & executive references Easy eval turn-on & tutorial Exec summary talking points & exec references We solve security for apps & devices Why beat competition Innovative mobile security platform for BYOD or corporate while protecting privacy Future proof platform 1 st 2 nd meeting presentation Supporting videos and product information WOW #1 Exec Mtg 2 nd Mtg Win Introduce customer success team Get eval approval meeting presentation with deep dive & competitie Eval checklist Competitive traps Key features for differentiation. WOW #2 Engineer hotline for issues Eval result in nice dynamic dashboard Executive calls Quick quoting tool Click thru legal agreements Welcome kit & training video

Metrics Stage Marketing Generate d. Lead Do/Say Have mobile devices and apps? Tools 1 st Mtg Q Users want to pick own device or BYOD? Are you worried about security of your data? SEO/M programs & website landing SDR outbound email & calls Channels & ecosystem referrals Explore needs and motivation Eval Peer references & product deep dive Turn up live instance Get boss to table Initial order Customer execute test plan & document results Present test plan results & customer success plan Convert eval to live Find challenges Initial pricing & executive references Easy eval turn-on & tutorial Exec summary talking points & exec references We solve security for apps & devices Why beat competition Innovative mobile security platform for BYOD or corporate while protecting privacy Future proof platform 1 st 2 nd meeting presentation Supporting videos and product information Win Introduce customer success team Get eval approval meeting presentation with deep dive & competitie Eval checklist Competitive traps Key features for differentiation WOW #1 WOW #2 11 Exec Mtg 2 nd Mtg Engineer hotline for issues Eval result in nice dynamic dashboard Executive calls Quick quoting tool Click thru legal agreements Welcome kit & training video

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