This document discusses Avalara's Accounting and Consulting Partner (ACP) programs, which are designed to engage accounting firms to generate sales leads and opportunities. The key points are: 1) The ACP programs work with accounting firms to increase qualified sales opportunities for Avalara by positioning it as a solution to help accountants address clients' sales tax compliance needs. 2) The goal for 2014 is to generate 350 net new sales opportunities through the programs. 3) The engagement model involves nurturing accountants from awareness of Avalara to demonstrating its value and solutions to their clients.

1. © Avalara
ACP
Accounting and Consulting Partner 2014 Programs
Formerly
AASP
Accounting & Advisory Services Partner
Formerly
AAP
Avalara Accounting Partner
Ray Bigley
Brandon Houk
February 5, 2013
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2. Making sales tax less taxing.
Agenda
1. Who we are
2. Accounting Channel
3. Why we are doing what we do
4. Engagement Model
5. Let’s sell!
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3. Making sales tax less taxing.
If there’s one thing you learn today…
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+ >

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Business Development
• Sign up new Solution Partners - Connectors
• Generate New Sales with Strategic Customers
• Strategy & Acquisitions
• Emerging Markets and Channel Development
Where ACP fits within the
Organization?

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• Ray Bigley – Everything & Up Market
• Brandon Houk - Everything, All Progarms & Down Market
• Madeline Reeves – Programs & Broader Accounting Mkt
• Martina Chavez – Programs & Broader Accounting Mkt
• Brian Austin – southern Cal. – extensive expertise, ITA Board Member, PR,
AICPA, & overall channel
• Ron Eagle – Up Market: former partner CBH & President ITA, strategic
(introductions top 30 firms)
• Accounting Marketing Channel Manager TBH – Robin Conner interim
• Additonal - New Biz Dev 2014 (June)
ACP Group – Accounting & Consulting Partners

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• Why ACP: Accounting & Consulting Partner Programs?
• What we are doing for you?
• 2014 Objectives
• The engagement Model! How we work together?
• For $20 bucks answer this question.
ACP Doesn’t mean shi.. if we don’t? _______________
2014 350 net new dings
Increase & Drive “Well-Qualified” Sales Opportunities!
Questions we shall answer

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Accountants don’t use Avalara their Clients do
Increase & Drive “Well-Qualified” Sales Opportunities!
The accountant is an advocate not a roadblock, obstacle, or hindrance
in the sales cycle
Accelerate the Velocity of Referrals – “It’s all about getting the 2nd, 3rd,
and 4th new account referral per accounting firm”
Market Valuation - Positioned to address Avalara’s Increasing Market Awareness & Market
Presence
2014 $3.5 million contribution - complementary to sales & channel
strategy
Why have an Accounting Channel?

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US Accounting Services Industry
• 182,000 firms combined annual revenues $136 billion
• Top 50 Firms have 50% of the market
• 89,100 Accounting & Bookkeeping Organizations
Background:
• Big Four Deloitte, E&Y, PwC, KPMG,
• 5 & 6: McGladrey & Grant Thornton
• Specialty Firms: : Ryan Tax Services, DuCharm McMillen.
Accounting Today VAR 100 List includes 12 accounting firms –
McGladrey, Crowe Horwath, Armanino, Sikich, Wipfli, , CliftonLarsonAllen, BKD
Technologies, Eide Bailly, LBMC Technologies, RKL eSolutions, Arxis Technologies, & Lisa
Kianoff
Our job: create engagement model that brings in deal #2, #3, #4 . . .
Your job: help us identify EVERY accountant so we can help you get
more qualified opps!
Accounting Market

9. Making sales tax less taxing.
So – what’s in it for you?
• Value ACP brings to Avalara:
– Well-qualified leads and opps
– Additional referrals from partners
– Influencers in the industry that can expedite the sales process
AND, in cases, the go-live process
• Did we mention our target is 350 deals?
• Did we mention that YOU are making these sales?
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10. Making sales tax less taxing.
Our value to accounting partners
• We do a great job helping clients with acute compliance risk
(we do this already for 10,000 clients)
• Avalara’s services are perfectly suited to an accountant who wants:
– Proactively deliver value to clients
– Increased client attachment
– Cross sell opportunities
– Increased fees for their firm
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Avalara is not just a risk compliance fix, we are a value-adding
business solution…
And accountants are perfectly suited to offer us to ALL of their clients

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Nurture
Customer #1
The big plan
Step 1: Awareness
Position Avalara as the bringer of answers to accountants for their questions
about sales tax
Step 2: Engagement
Understand how to identify risk indicators in sales tax compliance
Step 3: Equip for action
Learn about the solutions available to your client (Avalara) and the value to your
firm by being proactive
Step 4: Show the solution in action (demo with client #1)
Provide an easy way to gather more info about our products – BRING YOUR
CLIENT!
Step 5: Follow up – time for the REAL value proposition…
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Mass Adoption

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The purpose of the ACP programs
Accountants will bring us clients in big numbers BY
demonstrating the following:
– Value to their clients
– Value to their firm
– An easy way to make it happen
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Avalara’s value proposition:
• Risk reduction
• Business process improvement
Programs that provide firms with
opportunity to share in value delivered
by Avalara
Programs that deliver sales
enablement resources and training

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Here’s all we need from you.
1) ALWAYS identify accountants at the opportunity record
***We can’t engage accountants when we don’t know who they are***
2) Introduce accountants to the ACP Team
***ACP Team can then explain programs to get customers #2, #3, #4…***
More coming soon . . .
 Training at Lunch & Learn
 “Introduction to ACP” email template
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14. Lead Source is Important!

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o “Thank you for thinking of us”
o Intro accountant to ACP
When prospect was REFERRED by
accountant
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Accountant is
in Salesforce?
Lead Source:
“Partner -
Accounting”
Add to
Accountant
Referral field
Send email
template to
accountant
• Show proper LEAD SOURCE and add firm to
ACCOUNTANT REFERRAL field
Yes
Lead Source:
“Partner -
Accounting”
No

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o “Thank you for thinking of us”
o Intro accountant to ACP
When the accountant is an
INFLUENCER
• STILL send intro email and add to Accountant Referral
field
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Accountant is
in Salesforce?
Add to
Accountant
Referral field
Send email
template to
accountant
Yes
No