1. Conversation Roadmaps
Concept to DNA
Tom Bice
Director, Product Marketing & Product Management
September 21, 2011

2. The Attachmate Group, Inc.
Solutions: Solutions:
Terminal Emulation Identity & Security Management
Legacy Modernization Compliance Management
Managed File Transfer Systems & Resource Management
Enterprise Fraud Management
Revenue: Headquarters: Revenue: Headquarters:
$200 million Seattle, Washington $350 million Houston, Texas
Solutions: Solutions:
Collaboration Enterprise Linux Servers
File & Networking Services Software Appliances
Endpoint Management Linux Desktops
Revenue: Headquarters: Revenue: Headquarters:
$400 million Provo, Utah $400 million Provo, Utah
2 © Attachmate, Inc. All rights reserved.

3. Our Journey
3 © Attachmate, Inc. All rights reserved.

4. 4 © Attachmate, Inc. All rights reserved.

5. 5 © Attachmate, Inc. All rights reserved.

6. 6 © Attachmate, Inc. All rights reserved.

7. Custom Power Positioning to
Product Marketing & MarCom
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
7 © Attachmate, Inc. All rights reserved.

9. 2 Hour Power of Story & Power
Messaging for Latin America
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
9 © Attachmate, Inc. All rights reserved.

10. 10 © Attachmate, Inc. All rights reserved.

11. Power Positioning with
Sales & Marketing
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
11 © Attachmate, Inc. All rights reserved.

12. • Conversation Roadmaps are
difficult
• Field-level messaging vs.
brand-level messaging
• Core messaging document
for sales – The Conversation
Roadmap is not this vehicle
12 © Attachmate, Inc. All rights reserved.

13. Power Messaging to WW
Sales Force (including mgmt)
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
13 © Attachmate, Inc. All rights reserved.

14. 14 © Attachmate, Inc. All rights reserved.

15. 15 © Attachmate, Inc. All rights reserved.

16. Custom 1-Day Conversation
Roadmap Consulting
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
16 © Attachmate, Inc. All rights reserved.

17. 17 © Attachmate, Inc. All rights reserved.

18. 18 © Attachmate, Inc. All rights reserved.

19. Power Messaging for
Technical Sellers
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
19 © Attachmate, Inc. All rights reserved.

20. Power Tools
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
20 © Attachmate, Inc. All rights reserved.

21. 21 © Attachmate, Inc. All rights reserved.

22. 22 © Attachmate, Inc. All rights reserved.

23. • 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
23 © Attachmate, Inc. All rights reserved.