Alignment of sales and marketing is a defining characteristic of Best-in-Class companies, according to Aberdeen's research. In fact, Best-in-Class companies report the relationship between sales and marketing to be good or strong at a rate 30 percent higher than all other companies. As buyers increasingly turn to the social web for research and recommendations, an increasingly "hidden" sales cycle is emerging. This dynamic puts new pressure on marketing to inform those conversations, and on sales and marketing alignment as a business imperative. Heather Loisel (@HeatherLoisel), Senior Vice President of Marketing at JDA Software (@JDASoftware), will discuss the impact of this "hidden sales cycle" and path that JDA took to achieving sales-marketing alignment as a response.

1. Driving Sales & Marketing Alignment as a True Business Imperative Heather Loisel Senior Vice President Marketing

2. Agenda Who is JDA Why do We Care About Sales & Marketing Alignment The Beginning The Middle The Future Ahead

3. JDA at a Glance EMEA 18% Americas 65% Asia Pacific 17% GLOBAL PRESENCE 6,000+ customersin 80 countries 3,200+ associatesin 38 offices Serving customersfor 25+ years

4. The Supply Chain Company Revenue & Head Count IPO First Public Retail SW Company MANU Acquisition I2Acquisition Strategy Change : Add Manufacturing Execution of Growth Strategy

5. Agenda Who is JDA Why do We Care About Sales & Marketing Alignment The Beginning The Middle The Future Ahead

6. Why do we care about Sales& Marketing alignment? Target Suspect Probable Acknowledged Potential Wins Current pipeline status 90 90 16 6 2 2 100+ 14 8 2 0 0 We are connected! Historical View of Actual Flow in the Pipeline * Includes new targets added to original list

7. Target Suspect Probable Acknowledged Potential Wins It’s a new worldAnd it’s not going back The Hidden Sales Cycle * Includes new targets added to original list

8. Agenda Who is JDA Why do We Care About Sales & Marketing Alignment The Beginning The Middle The Future Ahead

10. Usually very short

11. Phases managed by BD with multiple interactions to move the account along building the case to budget or until client says “I need someone onsite.”

13. Agenda Who is JDA Why do We Care About Sales & Marketing Alignment The Beginning The Middle The Future Ahead

14. 12 The Middle of the Story STAY GO

17. Where we are now? 169%YTD 106%YTD Marketing Generated Opportunities Marketing Responses 2011 YTD 2010 2010 2011 YTD

18. Things we are doing now that we weren’t doing before Global campaigns Solution guides to support sales cycles Marketing of JDA Services Market research for new initiatives Sales Kick Off meetings with track PR visibility measurement Presenting KPIs & ROMI at the CEO & EVP levels Internal portal updates Tweeting Prospect newsletters Web site editorial meetings Content syndication programs Attending Sales business reviews Targeted Eloqua programs Event shared services A new Web site Analyst newsletters Global PR content sharing Analyst competitive pages Sessions & customer speakers Focus on unifying the Brand HR Linked in support Social media Creative shared services Executive Powerpoint support Customer newsletters Transportation vertical marketing

19. Agenda Who is JDA Why do We Care About Sales & Marketing Alignment The Beginning The Middle The Future Ahead

21. Buyer behavior surveys

22. Integration with the Services organization and new thinking around the whole customer life cycle

23. Personalization and persona marketing18 18