Go-to-Market Best Practices for Startups

a16z Go-To-Market Boot Camp

Today’s Presenters Mark Cranney, Operating Partner Global Field Operations, Sales Leadership Tom Butta, Partner CMO, Challenger Brand Expert Mahesh Iyer, Partner Demand Generation, Campaigns Jaimie Buss, Partner Sales Development, Channel Sales

To provide you with Go-To-Market processes, best practices and templates required to: •  Validate the right model for your business •  Optimize your sales and marketing eﬀorts •  Hire the right executives •  Reduce your time to market •  Insulate yourself from competition •  Provide situational awareness and direction to scale eﬃciently Boot Camp Objectives

a16z Go-To-Market Boot Camp ASSESSING YOUR COMPANY’S DNA

Customer Success Field Sales Inside Sales a16z Go-To-Market Boot Camp Marketing & Lead Generation Value Proposition Demand Creation Lead Nurturing New Attempting Contacted New Opportunity Implementation, Training, and Support Nurturing & Creating New Opportunities Closing Renewals, Up-Sells, and Cross-Sells Identify Initiatives Create Value Proposition Execute Competitive Strategy Validate Solution & ROI Propose Solution Negotiate & Close Deploy & Develop

Build & Enrich Customer Pipeline Marketing & Lead Generation Market Positioning Model, Brand Elements Pyramid, Message Stack Campaign Plan, Design Template, Content Framework, Activity Calendar, Reports & Dashboards Contact to Contract Workflow, Lead Scoring Framework, Nurture Programs Establish Lead Process • Qualify & Nurture Leads Define Campaign Audience • Design Campaign Strategy • Manage Campaign Workflows • Measure the Results • Refine & Optimize Identify Target Market & Buyers • Define Competitive Advantage • Establish Positioning Platform Generate Awareness & Create Demand Define Value Proposition

New OpportunityContactedAttempting Inside Sales Inbound Lead Prioritization, Outbound Prospecting Email Templates, Outreach Cadence Qualiﬁcation Framework, Call Scripts, Objection Handling Qualify • Establish Value • Close for Next Steps Call Preparation• Outreach Execution • Social Engagement Lead Prioritization New Sales Development to Account Exec Hand-oﬀ Metrics and Tracking Templates

Field Sales Deploy and Develop Discovery Tool, Value Framework Discovery Tool, Value Proposition Template, ROI Tool, On-Demand Demo Discovery Tool, Account Plan, Competitive Traps, POC Lockout Document POC Lockout Document, RFI/ RFP Responses, ROI Model, Scoping Document Proposal Template, Quote Tool, ROI Model, Deployment Plan, Standard Contracts, SOW Final Contracts Deployment Plan Penetration, Discovery and Qualification Sell Value, Qualify & Test, Develop Champions Establish Political Alignment, Execute Competitive Strategy & Influence Buying Criteria Position, Manage & Execute Validation Process Confirm Decision Process & Propose Solution Finalize Negotiation & Close Partner Negotiate and Close Propose Solution Validate Solution & ROI Executive Competitive Strategy Create Value Proposition Identify Initiatives

Close Renewal & Up-Sell Cross-Sell Customer Success Opportunity Plan, Project Implementation Plan, Implementation Review Checklist, Training Materials, Status Reports Proof Point Template, Executive Scorecard, Value Proposition, Opportunity Plan, Account Plan Proposal Template, Quote Tool, Negotiation Planner, Standard Contracts, SOW Negotiate and Close Renewal • Opportunity Conﬁrm Value Created • Collect Proof Point • Identify and Develop Additional Opportunities Conﬁrm Internal Alignment • Resource Allocation • Deployment Success Criteria • Managing the Milestones, Measuring Impact Nurture Account & Create Opportunity Implementation, Training & Support

Upper level management makes a purchase and forces its use down the organization Level of Entry: High Value Justiﬁcation: Priority at the top, with support from key stakeholders below Sales Strategy: Hire Salespeople with sales experience for face-to-face sales (expensive) Sales Cycle Length: Long Avg. Sales Price: $$$$ Higher Revenue Model: A few sales may be all you need Top Down Approach Top Down vs. Bottom Up (User Acquisition Model) Individual users (typically at the lower, more technical levels) begin using the solution and adoption grows organically Level of Entry: Low Value Justiﬁcation: Everyone buys in, every day Sales Strategy: Initially viral, web-based (inexpensive) Sales Cycle Length: Short, Viral Avg. Sales Price: $ Lower (but scales) Revenue Model: Requires high volume of customers paying small amounts each Bottom Up Approach Executive Director · Manager Individual Contributor

I N D U S T R Y P E R S P E C T I V E S a16z Go-To-Market Boot Camp M A R K E T I N G

Build & Enrich Customer Pipeline Marketing & Lead Generation Market Positioning Model, Brand Elements Pyramid, Message Stack Campaign Plan, Design Template, Content Framework, Activity Calendar, Reports & Dashboards Contact to Contract Workflow, Lead Scoring Framework, Nurture Programs Establish Lead Process • Qualify & Nurture Leads Define Campaign Audience • Design Campaign Strategy • Manage Campaign Workflows • Measure the Results • Refine & Optimize Identify Target Market & Buyers • Define Competitive Advantage • Establish Positioning Platform Generate Awareness & Create Demand Define Value Proposition

Marketing’s Role BUILD CUSTOMER PREFERENCE & ELICIT LOYALTY BUILD A POWERFUL POSITIONING PLATFORM GENERATE AWARENESS & CREATE DEMAND The Chief Storyteller © 2015 - Andreessen Horowitz | Proprietary & conﬁdential, all rights reserved worldwide.

The Modern Marketing Organization Sales Product Management Content Marketing Marketing Operations Product Marketing Demand Generation & Field Marketing Communications & Inﬂuencer Marketing Business Operations/IT Sales Operations Customer

Value of Market Segmentation Prioritizes where investments will yield highest return Aligns sales, marketing, and product development Enables tailored messages and selling strategy

Aligning Use Cases & Impact by Audience – Template CxO Manager Individual User (Project, Team, Function) (e.g. Developer, Administrator) •  Revenue •  Cost •  Risk •  Speed CxO •  Cost •  Eﬃciency •  Collaboration •  Quality Manager •  Ease of use •  Time •  Innovation Individual User

Value Proposition Competition Segmentation Landscape Usage Market Positioning Model – Template © 2015 - Andreessen Horowitz | Proprietary & confidential, all rights reserved worldwide. •  Persona analysis: a day in the life •  Path to solving problems •  Practical & emotional benefits •  Product feature prioritization re: what customers care most about •  Customer ROI matrix (time, cost, risk, value) •  Company impact dashboard: revenue, customers, market share, market impact •  Value roadmap – how to win •  Forces driving change •  Impact on category & growth •  Market segments, size & potential •  Current & potential value matrix •  Definition of users, buyers, decision makers, influencers •  Core issues by audience •  Understanding of urgency to solve problems + how solved today •  Analysis of which segments and targets covered by competitors •  SWOT assessment by competitor •  Unique capabilities and IP •  Comparative capabilities on how & why different/better •  Holistic strengths of company Economic Impact Use Cases Differentiation Trends Segmentation Target Audience Landscape

Building Out the Platform Brand Positioning Platform Foundational Elements Sell Sheets · Presentations · Media Relations · Analyst Relations · Website Thought Leadership Content Campaigns

Generate Awareness & Create Demand Define Your Campaign Audience Design A Campaign Strategy Manage Campaign Workflows Measure the Results Refine & Optimize

Campaigns: Creative Treatment

Design: Campaign Planning Template - Example Campaign Name Campaign Objectives Campaign Duration Campaign Components Target Audience/ Segment(s) Key Messages Campaign Goals Campaign Budget Expected Campaign ROI ($$) Next-gen Analytics Campaign Introduce a new breed of analytics and generate interested prospects Feb – Apr (90 Days) 2-part Webinar Series, Exec Brief, Technical Whitepaper, Buyer’s Guide, Display Ads, AdWords, Tech Summit CDO, Data Scientists, VP IT Ops Prescribe next best action based on inline insights, Blow away the competition with real-time graphs & dashboards •  1,500 responses •  15 Optys •  $3M pipeline •  4 Deals •  $1m closed bookings $200k 5X Program Spend to Bookings ROI Secure First Campaign Generate preference and consideration for battling modern APT with xyz Threat Intelligence Platform Jun – Nov (180 Days) Cyber-Security Symposium, Analyst Roundtable, Executive Brief, CIO Summit, Tech sponsorship, Whiteboard & Videos CISO, CIO, CSO, Security Architect, Fraud & Risk analysts Smart Prevention Real-time detection & mitigation Intelligent Threat Proﬁle Engine •  1,500 responses •  12 Optys •  $6M pipeline •  4 Deals •  $2M closed bookings $300k 7X Program Spend to Bookings

Measure the Results: KPIs and Benchmarks Inquiry/Response INBOUND: Web site Social media PR coverage OUTBOUND: Digital Marketing Events Webinars Marketing Qualified Lead Jointly define MQL criteria with sales (e.g. by lead score, by title/company, industry, etc.) Sales Accepted Lead (aka Pre-Opportunity) Sales Qualified Lead (aka Opportunity) Closed Won ($$$ Bookings) Lead Conversion Rate Benchmarks (source: SiriusDecisions) SaaS: Traditional: 21% 50% 38% 21% 8% 72% 65% 27% 8 closed won per 1,000 inq/resp 10 closed won per 1,000 inq/resp •  New Inquiries/Responses Generated •  Sources of Inquiries/Responses •  Cost per Inquiry/Response •  Number of Touches to Qualify KPIs •  Number by Source (Quantity) •  Conversion Rate (Quality) •  Duration in Stage (Velocity) At each stage in Funnel: •  New Inquiries/Responses Generated •  Sources of Inquiries/Responses •  Cost per Inquiry/Response •  Number of Touches to Qualify Pipeline and Closed Business

Contact to Contract Process Contact (New Inquiry/ Response) Attempting Contacted Marketing Qualiﬁed Lead Sales Accepted Lead Sales Qualiﬁed Lead Contract (Closed Won Deal)

Lead Management: Nurturing and Drip Campaigns Example: Feb 14: Offer 2 (white paper) Mar 30: Offer 4 (free trial) Feb 1: Offer 1 (case study) Mar 1: Offer 3 (webinar) Analyst Report Product Announcement Quarterly Newsletter Quarterly Newsletter Drip Campaign: Long-term lead nurturing campaign: No response or not sales ready Yes: remove from drip No: remain in drip Lead score threshold met. Triggers sales follow-up. Send offer every 7-30 days (based on campaign and sales cycle) Score triggers inside sales follow-up to determine sales readiness Opt-out option with every touch: it’s a legal requirement Database segmentation is critical: don’t look uncoordinated

I N D U S T R Y P E R S P E C T I V E S a16z Go-To-Market Boot Camp I N S I D E S A L E S

New OpportunityContactedAttempting Inside Sales Inbound Lead Prioritization, Outbound Prospecting Email Templates, Outreach Cadence Qualiﬁcation Framework, Call Scripts, Objection Handling Qualify • Establish Value • Close for Next Steps Call Preparation• Outreach Execution • Social Engagement Lead Prioritization New Sales Development to Account Exec Hand-oﬀ Metrics and Tracking Templates

Inbound Prioritization H O T L E A D S — C A L L A S A P Response time aﬀects conversion rate Remember, the minute a hot lead is created, the clock is ticking.

Referral Outbound Priority C A L L H I G H — G E T R E F E R R A L Referral Executive Champion Evaluator

Outreach Execution L E V E R A G E A L L A N G L E S Call Email Google+Facebook LinkedInTwitter Voicemail Github

Example Prospecting Strategy “ 8 3 % O F H I G H P E R F O R M E R S H A V E A D E F I N E D S T R A T E G Y A N D M A K E 4 – 8 A T T E M P T S . ” – K I N S E I P A R T N E R S Outbound Only 24 hrs. 48 hrs. No Connect: Send email Connect: Qualify in/out Last Chance: Email/Voicemail “Are you still interested?”

Keep it Short Readable on Handheld Clear Call to Action One Call to Action per Email Value Statement Clear, Concise Value Statement © 2015 - Andreessen Horowitz | Proprietary & conﬁdential, all rights reserved worldwide. Anatomy of an Eﬀective Email

Track It!! H O W D O Y O U K N O W I F T H E P R O S P E C T O P E N E D Y O U R E M A I L , A N D W H E N T H E Y O P E N E D I T ? Applications like ToutApp allow you to: Collaborate on email templates, increasing eﬃciency Measure email open rates, optimizing eﬀectiveness Track when emails are opened in real time

Inside Sales to Sales Handoﬀ A S U C C E S S F U L H A N D O F F : T H E D E V I L I S I N T H E D E T A I L S Create calendar invites Send letter of understanding Send email reminder to client day of call/ meeting Launch Call, introduce both parties Post-call analysis: Was it a qualiﬁed call?

Key Metrics - Template CALLS/DAY: ___ EMAILS/DAY:___ CONVERSATIONS/DAY: ___ AVERAGE TALK TIME:___ MEETING/WEEK:___ OPPORTUNITIES CREATED CLOSED/WON OPPORTUNITIES Calls/Emails to Conversations: 15% Conversations to Meetings: 50% Meetings to Opportunities: 50% Opportunities to Wins: 25–30%

I N D U S T R Y P E R S P E C T I V E S a16z Go-To-Market Boot Camp F I E L D S A L E S

Field Sales Deploy and Develop Discovery Tool, Value Framework Discovery Tool, Value Proposition Template, ROI Tool, On-Demand Demo Discovery Tool, Account Plan, Competitive Traps, POC Lockout Document POC Lockout Document, RFI/ RFP Responses, ROI Model, Scoping Document Proposal Template, Quote Tool, ROI Model, Deployment Plan, Standard Contracts, SOW Final Contracts Deployment Plan Penetration, Discovery and Qualification Sell Value, Qualify & Test, Develop Champions Establish Political Alignment, Execute Competitive Strategy & Influence Buying Criteria Position, Manage & Execute Validation Process Confirm Decision Process & Propose Solution Finalize Negotiation & Close Partner Negotiate and Close Propose Solution Validate Solution & ROI Executive Competitive Strategy Create Value Proposition Identify Initiatives

Selling is Simple J U S T A N S W E R T H E S E 3 Q U E S T I O N S : Why Now?Why do anything? Why your company? © 2015 - Andreessen Horowitz | Proprietary & conﬁdential, all rights reserved worldwide.

Sales Process I T A T E A M S P O R T ! ! ! S U P P O R T I N G A C T I V I T I E S A N D R E S O U R C E S Through A Non-Linear Sales Process Step 1 Identify Initiatives Step 2 Create Value Proposition Step 3 Execute Competitive Strategy Step 4 Validate Solution & ROI Step 5 Propose Solution Step 6 Negotiate & Close Step 7 Deploy & Develop Rapid Prototyping Capability Pre-Sales Marketing Sales Engineering Product Management Customer Success Discovery Demo POC Pilot Deployment Opportunity executionDiscovery

Develop the Value Framework Business Strategies Initiatives Solution Set Critical Capabilities ObjectivesStep 1: Focus is on identifying what is happening with the business Step 2: Tie Initiatives, Critical Capabilities, & Solution Set back to the business issues

Step 1: Build and Test Your Value Statement Creating the “Unique” Value Proposition Critical Capabilities Solution SetCorporate Objectives InitiativesBusiness Strategies Step 2: Understand the As-Is and To-Be State Step 3: Identify Case Studies for the Value Proposition Step 4: Develop and Test the Anticipated Financial Returns Associated with Your Solution © 2004 Opsware Inc. All rights reserved. Page 27 Opportunities for Efficiency Gain n Server build parameters left to the individual administrator n Slower times to repair; relatively high effort required for post-incident recovery n Patching performed as possible rather than as needed n Emergency patches create significant disruption n Ad hoc change processes n Low confidence in new application testing, if performed n Infrequent / uncoordinated resource sharing across teams, groups or locations n Insufficient documentation n Large number of disparate operational systems or tools n Operational reporting difficult to produce and difficult to audit n Low level of compliance with operational policies © 2004 Opsware Inc. All rights reserved. Page 25 Risk Reduction Opportunities n Lack of a maintained, enforced, reusable test environment n High frequency of misconfiguration and bad decision-making by lower- level technical personnel n Non-compliance with change management policies n Difficult or impossible rollback of failed code deployments n Unreliable audit trails and change histories n Non-compliance of patch levels and patch frequency with contractual obligations n Insufficient or inaccurate documentation for operational decision-making © 2004 Opsware Inc. All rights reserved. Page 25 Enabling Accelerated Off-shoring n User access to the platform controlled via a centralized definition of privileges n All of interdependencies between all components of an application are modeled such that customer-specific knowledge resides in Opsware rather than in personnel n System change requires modifications only to the relevant building block, not to the entire server n Full integration with incident management, ticketing, billing and asset management n Severs the relationship between geographic location of personnel and geographic location of servers n Any accredited system user can answer any business question about the global managed estate n Changes to servers executed by the model-based system are “undo-able” by any user, in any location, with any level of skill. n Changes to servers by operators outside of the model-based system trigger an alert n Software packages and patches certified or mandated for use are deposited in a unified, secure repository n Digitally signed audit trails protect both the underlying model and the software package repository © 2004 Opsware Inc. All rights reserved. Page 25 Other Non-quantified Benefits n Application management gains • Efficiency (esp. via automated code deployment) • Risk reduction • Off-shoring n Migration of 760 business-critical systems from remote sites to hardened data centers n Management reporting, auditing and compliance n Service transformation n Disaster recovery reliability and service enhancements

Opportunity Management & Account Planning M A N Y M O V I N G P A R T S … Funding Process Account Plan Validation Competitive Positioning Decision Process Decision Criteria Political Position

Business Strategies Initiatives Solution Set Critical Capabilities Objectives Focused on and accountable for Aware of and understand their relationship to Executives Directors and Managers Individual Contributors Individual Contributors Individual Contributors Individual Contributors Individual Contributors Individual Contributors Directors and Managers ROI/POV Creation S T E P 1 : I D E N T I F Y T H E I N I T I A T I V E S ( T H E Y A R E A L R E A D Y F U N D E D )

Typical Use Cases Green field, differentiated, both (why anything, why you, why now) Scope Applicable subset Benefit Areas Iterative and validated with anecdotes Input Data Based on capability maturity Improvement Levels Phases & timelines Estimate Implementation TCO implications Cost Estimate Schedule Cost Benefit

Summary of ROI Analysis (Example) $ 1 4 . 5 M M I N A N N U A L S A V I N G S I D E N T I F I E D $3,744,396 $2,713,425 $649,702 $3,022,835 $11,142,323 $1,763,815 $692,461 $3,886,332 Current Cost by Activity Provisioning SW Updates & Conﬁg Business App Change Patching & Maintaining Troubleshoot & Repair Audits & Compliance Producing Reports Other Activities $1,123,319 $1,628,055 $519,761 $604,567 $4,891,480 $264,572 $173,115 $3,886,332 Reduced Cost by Activity with MyCo Over $14,524,087 Savings

Components of a Proposal C H E C K L I S T Quote with Terms ✓ License Description ✓ Statement of Work ✓ Tech Validation & ROI Results ✓ Software License Agreement ✓ Support and/or Services Agreement ✓

Deal Review Process Account Plan and Competitive Strategy Proposal Structure Strategy Options Quote & Terms License Desc SOW Business Case Marketing Ask Components for ReviewSales Management Customer Success Sales Engineering Marketing Finance Legal ROI/Business Case Development

Forecasting Best Practices Q U A L I F I C A T I O N C R I T E R I A M E D D I C C Metrics: Quantifiable measurements of the business benefits of the solution. (Before and After comparison). Proof of where and how we’ve accomplished similar objectives before Economic Buyer: The individual within the customer’s organization who has the final “yes.” Typically has access to discretionary funding. Decision Criteria: These are the formal solution requirements against which each participant in the decision process will evaluate the available options. They are always from the customer’s point of view. Decision Process: The process by which the customer will evaluate, select and purchase a solution. Identify Pain: Pain is the catalyst for the buyer solving the problem within a set timeframe. There are Business pains and Technical pains and both must be identified and quantified. Champion: The person with power and influence inside the customer’s organization who is actively selling on your behalf. Competition: The competition’s strengths, weaknesses and differentiators, including Champions and their relative power and influence. You must understand your competition (including “Do Nothing” and “Do it Internally) and have a strategy to compete.

Forecasting Best Practices F O R E C A S T I N G O U T L I E R S Sales Stage ! Current Quarter " Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Identifying Initiatives Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Create a Value Proposition Best Case Best Case Best Case Best Case Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Execute Competitive Strategy Commit Commit Best Case Best Case Best Case Best Case Best Case Pipeline Pipeline Pipeline Pipeline Pipeline Pipeline Validate Solution & ROI Commit Commit Commit Commit Best Case Best Case Best Case Best Case Best Case Pipeline Pipeline Pipeline Pipeline Propose Solution Commit Commit Commit Commit Commit Commit Commit Commit Commit Commit Commit Pipeline Pipeline Negotiate & Close Commit Commit Commit Commit Commit Commit Commit Commit Commit Commit Commit Commit Commit Deploy & Develop Closed Closed Closed Closed Closed Closed Closed Closed Closed Closed Closed Closed Closed

I N D U S T R Y P E R S P E C T I V E S a16z Go-To-Market Boot Camp C U S T O M E R S U C C E S S

Close Renewal & Up-Sell Cross-Sell Customer Success Opportunity Plan, Project Implementation Plan, Implementation Review Checklist, Training Materials, Status Reports Proof Point Template, Executive Scorecard, Value Proposition, Opportunity Plan, Account Plan Proposal Template, Quote Tool, Negotiation Planner, Standard Contracts, SOW Negotiate and Close Renewal • Opportunity Conﬁrm Value Created • Collect Proof Point • Identify and Develop Additional Opportunities Conﬁrm Internal Alignment • Resource Allocation • Deployment Success Criteria • Managing the Milestones, Measuring Impact Nurture Account & Create Opportunity Implementation, Training & Support

Program, Delivery, and Project Management •  Responsible for managing long-term PS relationship with customer •  Manages multiple projects within single customer – MAM, PAM, News •  Typically working on Strategic Accounts in each geo •  Works closely with Sales to develop new, add-on opportunities •  Billable resource and part of Project Team on larger deployments Program Management •  Manages the Delivery team of Project Managers and Engineers •  Responsible for Resourcing, Budgeting and Forecasting •  Works closely with Sales, Solutions Design, Program and Project Management Delivery Management •  Owns Project P&L and ultimately responsible for success of project •  Schedules Project Engineering, Training and Workﬂow resources for each project Project Management

Training Services & Support Programs E S C A L A T I O N P R O C E S S E X A M P L E Standard Escalations Code Red Code Blue Issued for all situations needing escalation, but not meeting Code Blue criteria Issued proactively as “stand-by” alert for heightened preparedness for a signiﬁcant event or series of events Issued when there is immediate harm or damage requiring emergency response or if immediate and sustained response is needed outside of business hours

Customer InterviewCustomer Questionnaire Customer Facts Doc Guide consistent interviews and facts gathering aligned with reference information needs Conduct comprehensive customer interview to obtain needed level of information to support all needs Conduct comprehensive customer interview(s) to obtain needed level of information to support all needs Central Repository Single location to store all Customer Facts Docs and related info for reference Sales Tools Developed Post Contract Sales Tools Developed Post ‘Go Live’ Press ReleaseWin Wire Web/PDF Case Study Reference Video ROI CalculatorsPPT Reference Slide(s) It Starts By Creating Reference Customers

Driving Customer Lifetime Value T H E M A J O R I T Y O F R E V E N U E I S G E N E R A T E D A F T E R T H E I N I T I A L S A L E . Customer Acquisition Creating Customers for Life: The New Formula for Success in the Subscription Economy. Service Source, 2014. Renewal Up-Sell Cross-Sell Revenue

Maximizing Lifetime Customer Value Lifetime Customer Value Churn

a16z Go-To-Market Boot Camp