Finn Ritslev CEO [email_address] Freedom2Act Sales Optimization Management™ Increase sales success by systematic sales opportunity qualification and managing the sales pipeline targeted the most valuable opportunities

Questions Critical to Sales Management What’s in the pipeline and how does it progress? Which customers are attractive and who are not? Consider Cost-to-Serve versus Profit Margin! Consider Total-Contract-Value versus Total Score! Which customers are in our top 20%? On Total Score? On Total Contract Value? On ability to win? At which customers are we in a defensive position? Risk of loosing sales to competition! At which customers are we in an offensive position? We can win a larger ”share of the pie”! Who are the most potential customers for cross sales? Where do we need to focus at which customers? Freedom2Act Sales Optimization Management™ gives immediate answers!

What’s in the pipeline and how does it progress?

Which customers are attractive and who are not?

Consider Cost-to-Serve versus Profit Margin!

Consider Total-Contract-Value versus Total Score!

Which customers are in our top 20%?

On Total Score?

On Total Contract Value?

On ability to win?

At which customers are we in a defensive position?

Risk of loosing sales to competition!

At which customers are we in an offensive position?

We can win a larger ”share of the pie”!

Who are the most potential customers for cross sales?

Where do we need to focus at which customers?

Freedom2Act Sales Opportunity Chart …How to select the best sales opportunities Each circle represents a sales opportunity - size corresponds to Total Contract Value – color to the Account Manager © Copyright Freedom2Act ApS 2008-2009 14-12-2009 Freedom2Act Sales Opportunity Chart for "sales management" Each circle represents a sales opportunity - the size corresponds to Total Contract Value – the color to the Account Manager 0 Sales Opportunity Score 100 0 Ability to Win 25 Client #11 Client #13 Client #19 Client #08 Client #04 Client #03 Client #12 Client #06 Client #05 Client #09 MDKK 2.5 Await Focus Prioritize Prioritize

… but what’s the Potential Each circle represents a sales opportunity The colored pie corresponds to Total Contract Value - the white slice to purchases from competitors - color to the Account Manager Freedom2Act Client #11 Client #13 Client #19 Client #08 Client #04 Client #03 Client #12 Client #06 Client #05 Client #09 MDKK 2.5 0 Sales Opportunity Score 100 0 Evne at vinde 25

Benefits Better customers Optimized selection of the best sales opportunities Systematic Objective criteria Increased efficiency of sales resources Better planning Quick identification of how to prioritize Harvest low hanging fruits Hatch out unproductive accounts Quick identification of further action Which efforts are required on which sales opportunity Improved sales rep management Short learning curve Flexible Available from any online PC worldwide Answer only relevant questions Customize to individual organizational needs

Better customers

Optimized selection of the best sales opportunities

Systematic

Objective criteria

Increased efficiency of sales resources

Better planning

Quick identification of how to prioritize

Harvest low hanging fruits

Hatch out unproductive accounts

Quick identification of further action

Which efforts are required on which sales opportunity

Improved sales rep management

Short learning curve

Flexible

Available from any online PC worldwide

Answer only relevant questions

Customize to individual organizational needs

Testimonials “ Easy to use – immediate results” “ Improved qualification based upon objective criteria” “ Easy identification of attractive opportunities” “ Clear identification of the low hanging fruits” “ Focus on where and which efforts are required” “ Quick hatching out in leads that do not really lead to anything” “ The tool gave me a clear indication of which direction to take in a difficult customer situation” “ A relevant product for any account manager. It gives an immediate and comprehensive overview of customers after answering only few but relevant sales qualification questions”

“ Easy to use – immediate results”

“ Improved qualification based upon objective criteria”

“ Easy identification of attractive opportunities”

“ Clear identification of the low hanging fruits”

“ Focus on where and which efforts are required”

“ Quick hatching out in leads that do not really lead to anything”

“ The tool gave me a clear indication of which direction to take in a difficult customer situation”

“ A relevant product for any account manager. It gives an immediate and comprehensive overview of customers after answering only few but relevant sales qualification questions”

Selected References http://www.ritslev.dk/realbiz/RealBiz%20interview%20GAC%20Ltd%20GAC_II.wmv http://www.ritslev.dk/realbiz/RealBiz%20interview%20GAC%20Ltd.avi

Freedom2Act Sales Optimization Management™ Systematic qualification of the best sales opportunities Focus on sales planning and driving progress Immediate results!

Facts on Sale Sales is a number game CSO Insights: “ More than half of all companies need improvement in a critical skill: the ability to identify and invest their time in the right accounts. Sales teams who are exceptional at targeting and prioritizing win 10% more often than those that don't focus on high potential accounts!” BtoB Magazine, April 2003 “An 11% reduction in dropped/lost leads, combined with a 1% improvement in lead-to-order conversion rate, increased annual gross profit by 136%.” Thus, the better qualified the leads, the better the result!

Sales is a number game

CSO Insights: “ More than half of all companies need improvement in a critical skill: the ability to identify and invest their time in the right accounts. Sales teams who are exceptional at targeting and prioritizing win 10% more often than those that don't focus on high potential accounts!”

BtoB Magazine, April 2003 “An 11% reduction in dropped/lost leads, combined with a 1% improvement in lead-to-order conversion rate, increased annual gross profit by 136%.”

Thus, the better qualified the leads, the better the result!

Pipeline Management Follow-Up Negotiating Evaluating Preparing Proposal First Meetings Prospect Qualified Accumulated Contract Values

Pipeline Management

Pareto’s Law on Sales Sales leads 20% of the sales leads results in good projects/customers/relations 80% of the sales leads never result in much, but meetings are great! Customers 20% of the customers creates 80% of the result 80% of the customers create little value relative to the effort required Customers Value

Sales leads

20% of the sales leads results in good projects/customers/relations

80% of the sales leads never result in much, but meetings are great!

Customers

20% of the customers creates 80% of the result

80% of the customers create little value relative to the effort required

Characteristics of a Good Customer/Sales Lead The customer’s behavior is in our favor Good strategic fit Attractive business potential High ability to win 7 8 7 9

The customer’s behavior is in our favor

Good strategic fit

Attractive business potential

High ability to win

Look at Factors Important to Your Organization Customer’s behavior Ability to pay Payment terms Contractual terms Co-operation Strategic Match In the target group Extent of demand Fit with customer need Risk Business Potential Total contract value Budget Bottom line Growth rate Ability to Win Relationship Loyalty Competition Sales funnel

Customer’s behavior

Ability to pay

Payment terms

Contractual terms

Co-operation

Strategic Match

In the target group

Extent of demand

Fit with customer need

Risk

Business Potential

Total contract value

Budget

Bottom line

Growth rate

Ability to Win

Relationship

Loyalty

Competition

Sales funnel

Macro Level Planning ... Qualify customers and business areas

Macro Level Planning …The Freedom2Act TCV/Total-Score Sales Quadrants Sales Opportunity Score High-Low Low-Low High-High Low-High Total Contract Value

Macro to Micro Level Planning …Defensive and Offensive Accounts

Freedom2Act Sales Opportunity Chart …Where to defend and where to attack? Each circle represents a sales opportunity - size corresponds to Total Contract Value – color to the Account Manager Client #11 Client #13 Client #19 Client #08 Client #04 Client #03 Client #12 Client #06 Client #05 Client #09 MDKK 2.5 DEFENSIVE OFFENSIVE 0 Sales Opportunity Score 100 0 Our Share of the Pie 25

Macro Level Planning …Good, fair and poor customers © Copyright Freedom2Act ApS 2008-2009 14-12-2009 Freedom2Act Cost to Serve versus Profit Margin Chart Each circle represents a sales opportunity - the size corresponds to Total Contract Value – the color to the Account Manager Client #11 Client #13 Client #19 Client #08 Client #04 Client #03 Client #12 Client #06 Client #05 Client #09 MDKK 2.5 0 Cost to Serve 25 0 Value 25 Poor Good Fair Fair

Micro Level Planning … Input to detailed account planning

Easy Customization Overview by business area or customer Select questions to ask Personalize questions Provision for own questions Filter by account manager

Overview by business area or customer

Select questions to ask

Personalize questions

Provision for own questions

Filter by account manager

Pricing and Availability On demand licensing Software a variable expense Not tied to a particular device Easy to scale up and down Pay for only the functionality used No installation and maintenance hassles Immediate access to the latest functionality No dependency on in-house IT staff Data globally accessible Not tied to a specific device To all users of the same account

On demand licensing

Software a variable expense

Not tied to a particular device

Easy to scale up and down

Pay for only the functionality used

No installation and maintenance hassles

Immediate access to the latest functionality

No dependency on in-house IT staff

Data globally accessible

Not tied to a specific device

To all users of the same account

Freedom2Act Sales Optimization Management™ Pricing Basic license fee € 118 (DKK 880) /month/account One person One language (DK, NL, SE or US) Sales rep (limited access) € 38 (DKK 285) /month/sales rep Pipeline Management € 18 (DKK 135) /month/user Additional languages € 198 (DKK 1.475) /month/language Startup/Training/Support € 1.950 (DKK 12.500 ) /day

Basic license fee

€ 118 (DKK 880) /month/account

One person

One language (DK, NL, SE or US)

Sales rep (limited access)

€ 38 (DKK 285) /month/sales rep

Pipeline Management

€ 18 (DKK 135) /month/user

Additional languages

€ 198 (DKK 1.475) /month/language

Startup/Training/Support

€ 1.950 (DKK 12.500 ) /day

Action Plan Use the Freedom2Act Sales Optimization Management ™ charts and lists as an inspiration to make a winning sales plan. Systems can ease the use of a systematic approach, simplify and guide, but ultimatetely you decide! … plans are worth little if you do not follow up! ... systems are no better their input, so verify your input!

Use the Freedom2Act Sales Optimization Management ™ charts and lists as an inspiration to make a winning sales plan.

The Company

The Company Behind Freedom2Act Freedom2Act ApS Founded 2001 Sales planning and optimization Strategy Reviews Blue Ocean Strategy innovation Strategy & Risk Assessment Risk Mitigation Jørgen Johansen M.ScEE, DTU Experience: Development, sales, sales manager, CEO, management consultant, business development, board member Finn Ritslev Founder M.ScEE, DTU & PED, IMD Experience: Development, system engineering, project management, marketing and sales, business development, strategic planning, management consultant Freedom2Act ApS Snekkevej 10 DK-4040 Jyllinge Danmark tel: +45 4673 0799 e-mail: [email_address] www.freedom2act.com

Freedom2Act ApS

Founded 2001

Sales planning and optimization

Strategy Reviews

Blue Ocean Strategy innovation

Strategy & Risk Assessment

Risk Mitigation

Jørgen Johansen

M.ScEE, DTU

Experience: Development, sales, sales manager, CEO, management consultant, business development, board member

Finn Ritslev

Founder

M.ScEE, DTU & PED, IMD

Experience: Development, system engineering, project management, marketing and sales, business development, strategic planning, management consultant