1. Paths To B2B Growth
Tim Riesterer, Chief Strategy Officer, Corporate Visions
Jim Ninivaggi, Service Director, SiriusDecisions

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Agenda
• Aligning Around Growth
• The Five Pillars of B2B Growth
• Enabling Growth Across the Five Pillars

3. Align Around Growth

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B-to-B Companies Focus On Growth

5. SiriusPerspective:
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2014 Outlook
How Much Will Your Company Grow?
2% 2%
32%
36%
17%
1%
10%
1%
3%
28%
35%
21%
6%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Contract Flat 1 - 10% 11 - 20% 21 - 40% 41 - 60% 60% +
Under $500M
Over $500M
While economic analysts focus on sluggish capital markets, b-to-b
organizations are preparing for growth.

6. The Five Pillars of Intelligent Growth
Alignment around growth starts with a shared strategy

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“We are now on the GSA schedule with 10 agencies
on pilots.” – Steve Singh, CEO
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
7© 2014 SiriusDecisions. All Rights Reserved

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Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
“Who we sell to has evolved.” – Shantanu Narayen, CEO
8© 2014 SiriusDecisions. All Rights Reserved

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“IBM has invested $24 billion in big data and analytics.”
– Ginni Rometty, CEO
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
9© 2014 SiriusDecisions. All Rights Reserved

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“…$83 billion in M&A and shareholder returns.”
– Ken Bond, VP Investor Relations
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
Acquisition
Purchase of other companies, or the incubation of new business units4
10© 2014 SiriusDecisions. All Rights Reserved

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“We are simplifying everything we do.” – Jeff Immelt, CEO
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
Acquisition
Purchase of other companies, or the incubation of new business units4
Productivity
Maximizing efficiency, effectiveness and engagement5
11© 2014 SiriusDecisions. All Rights Reserved

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Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
Acquisition
Purchase of other companies, or the incubation of new business units4
Productivity
Maximizing efficiency, effectiveness and engagement5
Five Ways to Grow: One Common Challenge

13. SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 13
21%
24%
24%
29%
32%
35%
65%
71%
0% 20% 40% 60% 80%
Lack of quality leads from marketing
Our offerings do not have competitive differentiation
Our reps lack the required knowledge
Our reps lack the necessary selling skills
Lack of useful/relevant content from marketing
Inability to manage today's more educated buyer
Our reps spend too much time on non-selling activities
Rep's ability to connect our offerings to client business
Top Business Issues for Sales in 2014
Reps spend too much time on non-sales activities, which limits the
time required to fully understand the needs of the client.

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Most Prominent Inhibitors to Sales Achieving Quota
14
Insufficient Leads
Poor Sales Skills
Too Many Products to Know
Information Gap
(Industry, Solution, Etc.)
Inability to Communicate
Value Messages
26.0%
24.3%
21.4%
16.0%
13.3%
Source: SiriusDecisions SiriusIndex

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STATUSQUO
THREATENED
DEFINE
SOLUTION
REVIEW
VENDORS
CHOOSE
SOLUTION
-3 -1 +1 +2 +3-2
TERMSAND
CONDITIONS
DIFFERENTIATION
IDENTIFY
NEWNEEDS
MAXIMIZATION
Customer Conversation Continuum
JUSTIFICATION
Create Value Elevate Value Capture Value

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StatusQuo Buy
60
“Why Change?” “Why You?”
%
-3 -1 +1 +2 +3-2
NO DECISION
60
%

17. Sales Enablement’s Role
Knowledge, Skills and Assets

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Knowledge, Skills and Tools

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Three Ways to Have Knowledgeable Reps
Hire Train Augment

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Skills: Practice, Feedback, Application
VS

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Assets to Enhance the Conversation
• White Boards
• Playbooks
• ROI Tools
• Leave Behinds (Champion Enablement)
• Story here is enhancing the conversation through a better prepared rep
and to support the conversation – but not replace the conversation

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Three Levels of Certification
Content
Mastery
Structured
Simulation
In-field
Observation

23. Wrap-Up