Case study on the results of launching a holistic adoption framework to help increase software adoption for large enterprise customers.

1. From Seats To Solutions
Terry Vyas
BMC Educational Services
CEdMA Spring Conference 2011

2. The BMC Challenge
SUMMER 2009
 Economy was in a
free fall
 Education revenues
were down year over
year
 Market buying
patterns had changed
 Customer
discretionary
spending hit rock
bottom
What do we need to do get Education back on the tracks?
-- Warm Regards
Your New Impatient Boss
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3. Market Data
INDUSTRY TRENDS
Most Important Factor For Realizing Value
 Customers still saw
value in education
and more importantly
in adoption
 The value placed in
adoption is significant
 Sales were starting to
see this as well with
failed adoption
projects and shelf-
ware
© 2010 Achieving Enterprise Software Success (TSIA)
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4. Our Approach
SOLUTION ADOPTION
FRAMEWORK
 Rebuilt the entire
education framework
and go to market
strategy
 Fully Holistic story on
adoption
100%
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CEdMA Spring Conference 2011

5. The Business Transformation
ORGANIZATIONAL
IMPACT
 Every organization
within Educational
Services would be Delivery
impacted
 Some organizations Marketing
would have to be Offerings
destroyed and rebuilt
from scratch
 Had to keep growing Sales
while we rebuilt
 Realized this would
take us 12-18 months
to accomplish
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CEdMA Spring Conference 2011

6. Sales Team Alignment
SALES TEAM
 Split sales team in
two parts:
 Transactional
 Programmatic
 Created clarity in
roles
 Compensation linked PROGRAMMATIC TRANSACTIONAL
to what individuals
brought in vs. passive  Large deals (SOW or  Built internal Inside sales
selling Credits) team
 Highly leveraged  Call campaigns to target
compensation plans product download lists,
customer support cases,
 Recruited sales individuals previous students
not service desk
 Hired search engine
 Required a new team – 70% optimization vendor
turnover in one year
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7. Sales Team Enablement
ENABLEMENT FOCUS
 Focused on sales and
interview skills
 Went to quarterly
sales training
cadence
 Built sales tools to Needs Assessment Sales Playbook
support Solution
Adoption Strategy
Customer Value Cards
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CEdMA Spring Conference 2011

8. New Offerings
AWARENESS & ALIGNMENT
 Prepackaged
communication plans
and collateral
 Aligned per solution
area
E-Mails Posters Presentations
 Branded Per
Customer
 Fixed Priced
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9. New Offerings
PROJECT TEAM
& END USER ENABLEMENT
 Focus on alignment
of customer’s
processes to
technology training
 Offering custom e-
learning and staff Custom E-Learning
Process Alignment Education
augmentation
services
Posters
Branded Job Aid
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10. New Offerings
MEASUREMENT
& VALIDATION
 New offerings areas
 Validating skills and
adoption
 Education
HealthChecks for
additional education
opportunities
Skills Assessment Adoption Assessment Customer and
User Satisfaction
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CEdMA Spring Conference 2011

11. New Delivery Capabilities
EDUCATION
ADVISORY SERVICES
 “Consulting” Offerings
 Hired consultants not
instructors
 Focus on capturing
high ground with
customer
 Thought leadership
Communications Governance Adoption Planning
Framework
Custom Learning Path Development Training Rollout Planning
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12. Marketing
MARKETING
 Shifted focus from
individual classes to
holistic learning
programs
 Executed thought
leadership strategy –
Whitepapers, Web Marketing Banners & Pages
Thought Leadership Articles
Podcasts, etc.
 Built high quality
sales aids
Sales Aids Podcasts
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13. Current Waypoint
YOY RESULTS
Signings 28%
Revenue 27%
Margin $ 64%
Non-ILT $ 75%
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14. Question & Answer
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