conversation roadmaps – concept to dna, tom bice, attachmate
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Conversation Roadmaps Concept to DNA
Tom Bice Director, Product Marketing & Product Management September 21, 2011
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Solutions: Terminal Emulation Legacy Modernization Managed File Transfer Enterprise Fraud Management Revenue: Headquarters: $200 million Seattle, Washington
Solutions: Collaboration File & Networking Services Endpoint Management
Revenue: Headquarters: $400 million Provo, Utah
Solutions: Identity & Security Management Compliance Management Systems & Resource Management
Revenue: Headquarters: $350 million Houston, Texas
The Attachmate Group, Inc.
Solutions: Enterprise Linux Servers Software Appliances Linux Desktops
Revenue: Headquarters: $400 million Provo, Utah
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Our Journey
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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Custom Power Positioning to Product Marketing & MarCom
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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
2 Hour Power of Story & Power Messaging for Latin America
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Power Positioning with Sales & Marketing
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• Conversation Roadmaps are difficult
• Field-level messaging vs. brand-level messaging
• Core messaging document for sales – The Conversation Roadmap is not this vehicle
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Power Messaging to WW Sales Force (including mgmt)
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Custom 1-Day Conversation Roadmap Consulting
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
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Power Messaging for Technical Sellers
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Power Tools
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• Common messaging framework
• 155 sales and tech sales staff trained
• 30+ marketing staff trained
• Increased revenue by 20% - best financial performance since 2005
• Becoming part of our DNA