Launching companies is hard. Positioning your company as the market leader in a new category is even harder. Rene is one of the few people in the enterprise world to have done it across the three S’s (Security, Storage, Software). Most recently, Rene launched and positioned Palo Alto Networks as the market leader in the Next Generation Firewall category. Prior to that, he did it for SAP (software) and Veritas (storage). In an unparalleled 25-year career in marketing, Rene has consistently shown an uncanny ability to find the right marketing message that breaks through the noise. Join us to hear from the master of marketing how to position your company for greatness.

1. Positioning a startup
in a big old fat market
René Bonvanie
November 7, 2014

2. Palo Alto Networks at a glance
Corporate highlights
Founded in 2005; first customer shipment in 2007
$16Bn+ enterprise security market

3. Marketing’s role
 Position the company
 Obsess about the story
 Enable sales
 Obsess about demand
3 | ©2014, Palo Alto Networks. Confidential and Proprietary.

4. More details on what to obsess about
 Audacity
 Simplicity
 Positioning discipline
 Sacred words
 Competition : rear-view, side-view, and front-view
 Dare to be different and stand out
 Metrics – especially leading indicators
4 | ©2014, Palo Alto Networks. Confidential and Proprietary.

5. 5 years ago
5 | ©2014, Palo Alto Networks. Confidential and Proprietary.

6. Our core value proposition
An enterprise security platform
that safely enables all applications
through granular use control
and prevention of known and unknown cyber threats
for all users on any device across any network.

7. And its ‘bigger’ brother
Palo Alto Networks is the only enterprise security platform
7 | ©2014, Palo Alto Networks. Confidential and Proprietary.
That safely enables all applications
through granular use control
and prevention of known and unknown cyber threats
for all users on any device across any network
Unlike traditional firewalls, UTM’s, and
disparate stand-alone security point-products
That offer limited control for some applications and
limited detection of some cyber threats

8. What not to obsess about
8 | ©2014, Palo Alto Networks. Confidential and Proprietary.

9. You need simplicity
9 | ©2014, Palo Alto Networks. Confidential and Proprietary.

10. 3 tips for the CEOs in the room
1. Customers aren’t investors
2. Do not think of sales & marketing: think of go-to-market
3. Don’t buy your marketing; build it
10 | ©2014, Palo Alto Networks. Confidential and Proprietary.

12. You need simplicity
Threat Intelligence Cloud
Palo Alto Networks
Advanced Endpoint Protection
Next-Generation Firewall
Palo Alto Networks
Next-Generation Firewall
Palo Alto Networks
Threat Intelligence Cloud
 Inspects all traffic
 Blocks known threats
 Sends unknown to cloud
 Extensible to mobile & virtual
networks
 Gathers potential threats from
network and endpoints
 Analyzes and correlates threat
intelligence
 Disseminates threat intelligence
to network and endpoints
Advanced Endpoint Protection
 Inspects all processes and files
 Prevents both known & unknown exploits
 Integrates with cloud to prevent known &
unknown malware