"Top 10 Rules of Storytelling" by ELEIUS

Seduce markets with a unique vision Shape markets to your advantage © Eleius 2009

ELEIUS • A B2B marketing consulting firm, ELEIUS helps fast growing ventures adopt world class B2B marketing strategies and messages - from day one. • ELEIUS is a trusted partner to help you: • Continuously craft and communicate unique market visions. • Build recognized brands and shape markets. • Take advantage of world-class marketing processes. • Build winning marketing teams. © Eleius 2009

Presentation Agenda • Definition of Storytelling • 10 Rules of Storytelling • How can ELEIUS Help You • They Recommend Etienne Viellard © Eleius 2009

Unstable Worlds Crave Stable Visions Disruption then Continuous disruption stabilization Long lived categories Rapid obsolescence and innovation Short term commitment Long term commitment Low risk for buyers High risk for buyers Physical products that Immaterial products that convey emotions convey meaning Perception is immediate Perception is outcome of long and emotional term intellectual exchange Branding Storytelling © Eleius 2009

Definition of Storytelling • You write it, the market relays it • Your answer to your prospects’ challenges • Perpetually evolving, yet always consistent • Fits in ten pages, one paragraph, a tagline © Eleius 2009

What The Skeptics Say … • “It doesn’t apply to me. It’s for high tech “gorillas” who burn millions of marketing dollars to … • Defend their cash cows • Enter new markets • Fight back commoditization.” © Eleius 2009

Why The Skeptics are Wrong ... • Never has product obsolescence occurred so fast. • Never have discrete choices committed buyers for so long: standards, skills, interoperability, etc. Risk is becoming #1 buyer concern Crispness of vision is becoming #1 buying driver Everyone should thus continuously be telling a “shaping” story No start-up ever toppled a “gorilla” with an inferior message © Eleius 2009

Top 10 Rules of Storytelling 1. Massage the message to perfection 2. Bold prophecies tend to “self-fulfill” more than dull ones 3. Single point of truth is 8 page business white paper 4. All other communications assets are “bonsai trims” of white paper 5. All your employees should be able to “pitch the story in an elevator” 6. Priority is not to speak but to influence what the market relays 7. Make them laugh and they might well be seduced 8. Naming an emerging category puts you in a position to lead it 9. Where you are on Geoffrey Moore’s curve conditions your strategy 10. A story that doesn’t support a sales pipeline is useless © Eleius 2009

1) Massage the Message • Message massaging process never stops: • One message owner but many contributors • “Release process” as rigorous as that of software • Message should: • Be a diagnosis and a prescription • Adopt “Cartesian” dissertation format • Fit in ten pages, one paragraph, a tagline • Introduce proprietary language elements © Eleius 2009

2) Bold Prophecies Tend to “Self- fulfill” More Than Dull Ones • Be controversial: • Break out from the tens of start-ups in your space • eg. Announce the demise of the category you aim to replace • eg. Elicit response from the “gorilla” in your market © Eleius 2009

2.1) Elicit Response From the “Gorilla” in Your Market © Eleius 2009

3) Single Point of Truth is 8 Page Business White Paper • Details your company promise • Adopts “Cartesian” dissertation format • Identifies challenges • Suggests ideal solution • Lays out your solution • Demonstrates with 3rd party proof points • One author, many contributors © Eleius 2009

4) Other Communications Assets are “Bonsai Trims” of White Paper Scripted PPT Press Releases & Interviews Online Lead Generation Events Web Site and Blogs © Eleius 2009

5) All your Employees Should be Able to “Pitch the Story in an Elevator” © Eleius 2009

6) Priority is Not to Speak But to Influence what the Market Relays … Direct Mails Live Web Panels & Q&A Online Publications Advertisement Forbes Editorials … or create perception that market is endorsing your vision. Oracle.com San Francisco & NY CIO Panels © Eleius 2009

7) Make Them Laugh and They Might Well be Seduced ‘Survival Guide’ Featuring Customer Testimonials – Included in Oracle Portal Direct Mail © Eleius 2009

8) Naming an Emerging Category Puts You in a Good Position to Lead it • Proprietary language, like software, is valuable intellectual property. Hyperion, now part of Oracle, first used the term “Performance Management” to refer to the category it competes in and now leads. © Eleius 2009

9) Where You are on Geoffrey Moore’s Curve Conditions Your Storytelling Strategy • A Few Examples … • Salesforce.com • Oracle Grid Computing • Hyperion Performance Management • Oracle’s “BEA Switch & Save” Initiative © Eleius 2009

10) A Story that Doesn’t Support a Sales Pipeline is Useless Advertisement Worldwide Marketing Program & Lead Flow Opportunities Piped Customer Calls Reps Rep Calls Customer GCD Data Mining TBU Roll-Out RM Picked Rep Entered 402 Sites 24 Sites Customer Reference CT Blitz 8/1 Field TSC TSR Blitz 8/15 7/16 E-Mail 7/7 Postal 7/14 India Reload 9/15 Dispositions India Field Untouched 10/15 30 NAS TBU IR Inbound Inbound Calls Campaign Inbound Calls 7/1 Oracle.com 7/1 Advertising © Eleius 2009

Conclusions • Unstable worlds crave stable visions • Everyone should thus continuously be telling a market shaping story • Seducing your market with a unique vision lets you shape it to your advantage • Winning at the new game of storytelling is easier if you follow the Top 10 rules of storytelling © Eleius 2009

How Can ELEUIS Help You? • A Hands On Collaborative Effort with Your Management Team: • Phase 1: Marketing Audit & Benchmark • Strategy • Positioning & Message • Collateral (Web, PowerPoint, White Papers, Sales Readiness) • Team, Systems, & Processes • Demand Generation • Phase 2: Virtual CMO Execution • Marketing Strategy, Plan, & Budget Definition • Message re-Authoring • Collateral Authoring & Production (White Papers, Sales Readiness, Web, PowerPoint) • Staff & Agency Recruitment Jump Start • Marketing Systems & Processes Jump Start • Demand Generation Programs Jump Start • Analyst Relations & PR Jump Start © Eleius 2009

About Etienne Viellard • A Recognized B2B marketing expert, ELEIUS founder Etienne Viellard has held numerous marketing management positions at software industry leaders Oracle and Hyperion: • Hyperion Product Marketing Director for the company's Business Intelligence offering in the EMEA region. • Prior to Hyperion, Etienne served for over 8 years in various marketing functions at Oracle's headquarters, where he was last Senior Director, Global Technology Marketing Campaigns. © Eleius 2009

They Recommend Etienne Viellard “Etienne has the capability of making product marketing "sexy". He is able to detect the right business message, and is able to explain complex technical concepts in clear terms, without "dumbing it down". This is truly special. I warmly recommend Etienne.” Frank Buytendijk, VP and Fellow, Enterprise Performance Management, Oracle. Former Hyperion Vice President Former Gartner Research Vice President. © Eleius 2009

They Recommend Etienne Viellard “Etienne has the uncanny ability to distill technical product features and specifications down to the one, true, unique selling proposition that will cause a target audience to act. What more could one ask for from a marketing professional? In addition to his insight, Etienne's responsiveness, professionalism, and natural European charm make him an ideal candidate for your next VP position.” Kirk Donnan, Marketing Communications Director, Oracle. © Eleius 2009

They Recommend Etienne Viellard “Etienne brought great strategy, creativity and enthusiasm to his role at OracleMobile. He really helped put the company on the the map, and his tireless work ethic inspired us all.” Paige O’Neill, CMO, Aravo Solutions. © Eleius 2009

They Recommend Etienne Viellard “Etienne is one of the most thorough, bright, and strategic marketers in high tech. He has brought many new messages to market and understands the subtlety of integrated marketing.” Peter Heller, Senior Director, Product Marketing, Oracle. © Eleius 2009

They Recommend Etienne Viellard “Etienne is a proven leader in managing a team of senior marketing managers during his tenure at Oracle. His strategic thinking and hands-on experience make him a highly effective and motivating leader. A strategic thinker, high-energy manager and creative marketer, Etienne is a top-notch professional whom I highly recommend.” Deborah Athens, Director, Marketing Consulting at VISA Inc. © Eleius 2009

"Top 10 Rules of Storytelling" by ELEIUS

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