The document proposes establishing a centralized Customer Marketing Team to better leverage customer references and testimonials across all of Inprise's marketing and sales activities. Currently, the process of utilizing customer success is limited due to minimal staffing, lack of sales and executive involvement, and being too product-focused rather than focused on solutions. The new process would have the Customer Marketing Team coordinate all customer activities, involve sales executives, be solution-focused including targeted verticals, provide incentives for customer participation, and maximize references through public relations, marketing, and sales. The team would include representatives from key groups like sales, product marketing, PR, and professional services.

1. Customer
Programs
Carlos F. Camargo
Senior Director
Business Development &
Corporate Communications
June 1999

2. Enterprise Marketing Funnel
Prospects
$$$
Get In:
•Advertising
•PR
•Web Site
•Trade shows
Get Evaluated:
•Tech. seminars
•White papers
“In”
“Considered”
“Evaluated”
“Selected” 3
5
8
10
Get Considered:
•Case studies
•Bus. solutions
Get Selected:
•Sales tools
•Sales training

3. Enterprise Marketing Focus
Prospects
$$$
Get In:
•Advertising
•PR
•Web Site
•Trade shows
Get Evaluated:
•Tech. seminars
•White papers
“In”
“Considered”
“Evaluated”
“Selected” 3
5
8
10
Get Considered:
•Case studies
•Bus. solutions
Get Selected:
•Sales tools
•Sales training
CustomerCustomer
ReferencesReferences
Should beShould be
LeveragedLeveraged
ThroughoutThroughout
thisthis
Process!Process!

4. Leveraging Our Enterprise Customers’
Success
• Corporate
– Customer Advisory Board
• R&D
– Beta programs
• Sales
– Sales presentations
– Sales references (vertical markets)
• Investor Relations
– Proof of success

5. Marketing Our Enterprise Customers’
Success
• Web case studies
• Presentations for Marketing, ESP, PSO
• Quotes for Web site & Direct Mail
• Solution-focused advertising
• Quotes & Case Studies for white papers
• ICON, Seminar, & Tradeshow speakers
• Vertical marketing

6. PRomoting Our Enterprise Customers’
Success
• Public Relations:
– ‘Customer Sales Win’ press releases
– ‘Case Study’ press releases
– PR references
– Quotes for press releases
– ‘Success Stories’ pitched to publications
– Vertical PR

7. How the Customer Program Works
Today
Press Releases
PR References
Quotes
Press Releases
PR References
Quotes
Web Case Studies
PR References
Quotes
Web Case Studies
PR References
Quotes
Public
Relations
Public
Relations
Anne
Greenlee
Anne
Greenlee
Direct
Sales
PSO
VisiBroker
Marketing
Tools
Marketing EIP
Marketing
OEM
Sales
Executives
R&D ESP
Web
Marketing Presentations
Advertisements
White Papers
Web Quotes
Sales Tools/References
Annual Report/Earnings
Marketing Presentations
Advertisements
White Papers
Web Quotes
Sales Tools/References
Annual Report/Earnings

8. Limitations of Today’s Process
• Minimal Staffing --
• No Sales or Executive involvement
• No Marketing involvement in customer qualification
or in better leveraging references
• Little incentive for customers to participate
• PR has been reactive instead of pro-active
• Very product- & tool-focused, not Inprise solutions
• If customer says NO, process hits dead-end
• Guerrilla & last-minute activities lead to customers
being used without their permission

9. Defining a New Process
• Need centralized team who coordinates ALL
customer reference/testimonial activities
– Everyone knows who is in charge of this
program
• Need strong understanding of sales process and
enterprise IT
– Credibility/Involvement of Inprise Sales
• Direct Executive Involvement
– Solve Problems -- able to talk to CEOs, CIOs,
and VPs

10. Defining A New Process…
• Corporate, enterprise, & solution-based
– Inprise references, not product references
• Aligning program with marketing objectives,
especially targeted verticals
• Offer strong incentive to customers to be involved
• PR to focus on ‘Customer Win’ Press Releases &
pitched success stories
• Database of happy Enterprise customers at
fingertips
• Enterprise & Product Marketing able to maximize
these customers and their solutions

11. Interview
Customer
Interview
Customer
Participation
Permission
Participation
Permission
QualificationQualification
Customer Marketing TeamCustomer Marketing Team
A Centralized Process...
Direct
Sales
Direct
Sales
OEM
Sales
OEM
Sales
ExecutivesExecutives
VisiBroker
Marketing
PSO
Tools
Marketing
EIP
Marketing
R&D
ESP
Web
Direct
Sales
OEM
Sales
Executi
ves

12. Public
Relations
Public
Relations
Product
Marketing
Product
Marketing
Web
Group
Web
Group
Marketing
Services
Marketing
Services
Investor
Relations
Investor
Relations
Enterprise
Marketing
PSO
ESP
Vertical
Programs
Enterprise
Marketing
PSO
ESP
Vertical
Programs
InternationalInternational
InSite
Leveraging Our Customers’ Success
Customer
Mktg. Team
SalesCustomer

13. Customer Marketing Team
• Based on Core Team concept, made up of:
– VP of Enterprise Marketing
– Full-time director or senior manager
– Writer(s) and/or contractor(s)
– Sales representatives
– Product marketing and MarCom
representatives
– PSO representatives
– ESP representatives
– PR representatives