This document provides information about a guest panel for the Sales Dream Team TeleBriefing hosted by The Outsourcing Institute and 3forward on November 5, 2009. The panel consists of three CEOs: Tony Coretto of PNT Marketing Services, Brenna Garratt of The Delve Group, and Pablo Hernández O’Hagan of Ingenia Group. The panelists each present on various topics related to sales, marketing, and business development in the outsourcing industry. Tony Coretto discusses database marketing challenges, opportunities, and benefits of outsourcing database marketing. Brenna Garratt covers how to build a brand as a sales accelerator. Pablo Hernández O'Hagan explains how to

1. Sales Dream Team
Sales Leader Series – TeleBriefing #6
November 5, 2009

2. Sales Leader Series – Fall 2009
Escaping Pipeline Purgatory - view Sept, 17 2009
Creating Qualified Opportunities (Not Just Leads) - view September 24, 2009
Sales Readiness for 2010 –view Ocer 1, 2009
2.0 Sales Tools for the Real World - view October 19, 2009
Outsourcing Buyers Panel: “Why We (Really) Buy” - view October 27, 2009
Sales Leaders Dream Team - view November 5, 2009
Q4 State of the Outsourcing Industry – Buyers Viewpoint November 19, 2009
- click to register
The Outsourcing Institute / 3forward
All Rights Reserved 1

3. Sales Leader Series: Hosts and Sponsors
Dan Hudson Frank Casale Matt Smith
President, Co-Founder CEO and Founder, EVP, Co-Founder
3forward The Outsourcing Institute 3forward
The Outsourcing Institute / 3forward
All Rights Reserved 2

4. Sales Dream Team Guest Panel
Tony Coretto Brenna Garratt Pablo Hernández O’Hagan
Co-CEO CEO CEO
PNT Marketing Services The Delve Group Ingenia Group
The Outsourcing Institute / 3forward
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5. Outsourcing Database Marketing
Challenges, Opportunities, Benefits
Tony Coretto
Co-CEO
PNT Marketing Services, Inc.
24-20 Jackson Ave, Suite 203
Long Island City, NY 11101
tcoretto@pntmarketingservices.com
1-888-PNT-2210 x202

6. Background and Challenges
What is Database Marketing?
 Database Marketing is the art and science of
leveraging customer data to create Customer
Intelligence for:
◦ Creating improved, actionable understanding of customers
and prospects:
 Segmentation
 Sources of revenue/profitability
 Preferred communication channels
◦ Driving higher profitability
◦ Matching services to customer needs: finding the “best fit”
customers and prospects
◦ Right message on right service/product to right
customer/prospect at right time to produce best-value
result for both company and customer
November 5, 2009 Outsourcing Database Marketing 5

7. Background and Challenges
Why Now?
 Why do it now?
◦ Create maximum value from under-exploited customer and
prospect databases
◦ Leverage data from online marketing efforts (emails, banner
ads, blogs, social media, etc.)
◦ Create true Customer Intelligence to “crack the code” on
customer/prospect databases:
 Which are the most valuable customers and prospects?
 Know which customers and prospects are worth the investment of
precious sales and marketing dollars to get the greatest return on these
efforts
 Communicate with them for optimum marketing, sales, and
relationship management effectiveness
 Track efforts for maximum learning and tuning
 Even more important with smaller number of high-complexity, high-
value engagements
◦ Do it all faster and with limited resources in today’s leaner
environment
November 5, 2009 Outsourcing Database Marketing 6

8. Background and Challenges
Challenges
 Data are stranded in multiple silos:
point-of-sale systems, accounting
systems, CRM systems, SFA Marketing Action
systems and others
 Data must be integrated and
organized to create meaningful
Insight
information
 Information must be transformed
into customer insight Information
 Insight must be acted on with
measurable marketing programs
Data Data Data
November 5, 2009 Outsourcing Database Marketing 7

9. Opportunities and Benefits
Outsourcing Database Marketing
 Why outsource Database Marketing?
◦ Database Marketing’s value and complexities make it an ideal
candidate for outsourcing
 Lack of internal technology resources, or insufficient capacity
 Need to focus on sales and marketing, not databases
 Flexibility and ability to shift focus and resources as needed
 What size firms should outsource Database Marketing?
◦ Any size firm can benefit, although typically medium-to-larger firms
get the greatest benefit from their investment
◦ Databases can be as small as 1,000 customers or leads; anything
smaller is not cost-effective
 When should you not outsource Database Marketing?
◦ Very small firm (< $5MM sales)
◦ Very small database of customers/prospects (< 1,000)
◦ Very small number of data sources
◦ Very limited budget for database efforts (< $25K)
November 5, 2009 Outsourcing Database Marketing 8

10. Opportunities and Benefits
Benefits
 Unlock hidden value in customer data to maximum
advantage:
◦ More targeted customer communications,
◦ Increased “operational tempo” of more communications via
more channels to more qualified leads more often
◦ Better fit of offer/message/medium/channel to customer need
◦ Higher profitability
 Remove internal bottlenecks
◦ Lack of resources,
◦ Miscommunications,
◦ Budget allocations, or
◦ Inappropriate resources,
 Get better sales and marketing results faster, more
cost-effectively
November 5, 2009 Outsourcing Database Marketing 9

11. For More Information
Contact Information
 Free Video: “10 Database Marketing Tips”
 For more information, please call or e-mail:
Tony Coretto
tcoretto@pntmarketingservices.com
914-588-7278
Adam Isler
aisler@pntmarketingservices.com
212-932-7898
November 5, 2009 Outsourcing Database Marketing 10

12. Brand as a Sales Accelerator in the
Outsourcing Marketplace
Brenna Garratt
CEO, The Delve Group, Inc.

13. What is Brand?
Brand is …..
□ Your promise to the market
□ Your point of differentiation
□ An expression of your value proposition
□ Your point of view
□ The identity of your company
□ The heart and soul of your organization
□ Your most powerful sales tool
□ All of the Above
 12
Brand Development is Business Development
delvegroup.com

14. Buyers are looking for short cuts to select providers
Accenture Deloitte Touche Tohmatsu PeopleSoft
Global Capabilities?
Accenture BPO Services
iGATE Global Solutions
EDS Perot Systems
Infosys Technologies Ltd
Accountant Anywhere Geller & Company Rehmann Group
ACS Full Service Provider?
Intelenet Global Services
Convergys Corporation SAP America
IQ BackOffice
ADP Satyam Computer Services Ltd.
Best-of-Breed Solution?
Core3
Karvy Global Services Limited
American Outsourcing Group Tata Consultancy Services
Keane Worldzen
Deloitte Touche Tohmatsu
BearingPoint
Process Specific Service Provider?
Brigade Corporation
KPMG International
EDS
Texoft
The BISYS Group
Liberata PLC
Caliber Point Business Solutions& Company
Geller VSource
Large or Mid-Market Focused?
Cap Gemini
Mellon Financial Corporation
Genpact Wipro Technologies
Oracle Corporation
Capita Group Plc
HCL TechnologiesPartners Global Services
WNS
Customized Solution?
Outsource Ltd.
CGI Group Inc. Hewitt Associates Inc. (OPI)
International, Xchanging
Computer Sciences Corporation
(CSC) One Stop Shop?
Hewlett Packard Company Technologies Ltd.
Zensar
Best-in-Class?
Convergys Corporation
HighRoads
IBM Global Services
Core3 13
Brand Development is Business Development
delvegroup.com

15. Service provider’s are trying to differentiate themselves
• Increasingly difficult to stand out - What were once key
differentiators such as technology, best practices, location,
certifications, and aggressive pricing are now “me-too” fodder
• “Sales is king” – Short term objectives and immediate results take
precedent over long-term strategic efforts such as branding
14
Brand Development is Business Development
delvegroup.com

16. Messaging is critical. Does this sound like you?
We are global leaders in deploying flexible, scalable,
integrated best practice client-centric solutions that
imbed continuous process improvement and deliver
outsourcing or BPO services efficiently and
effectively to significantly reduce costs and meet
business objectives.
15
Brand Development is Business Development
delvegroup.com

17. Who is defining what your company stands for?
If you don’t make the effort to define
who you are in the marketplace, the
market will do it for you…
…And chances are, they won’t get it right!
16
Brand Development is Business Development
delvegroup.com

18. 5 Key Steps to Build Your Brand
Strong Brands are Built from a Solid Strategic Foundation
1. Be clear who you are and what makes you different
2. Understand your competitors and your prospect’s alternatives
3. Define your ideal client – industry, role, needs etc.
4. Build a Message Platform to reach your key audiences
5. Execute a plan to apply this foundation
17
Brand Development is Business Development
delvegroup.com

19. 5 Key Steps to Build Your Brand
1) Be clear who you are and what makes you different
• Understand your perceptions
– Internally: from a cross-section of the company - e.g. leadership,
managers, line workers etc.
– Externally: Understand why client’s engage you and how would they
describe your strengths and capabilities
18
Brand Development is Business Development
delvegroup.com

20. 5 Key Steps to Build Your Brand
2) Understand your competitors and your prospect’s
alternatives
– Who are they and what are their marketplace perceptions?
– What are their strengths and weaknesses?
– How do they sell against you?
– What other choices do clients have to fulfill their needs?
19
Brand Development is Business Development
delvegroup.com

21. 5 Key Steps to Build Your Brand
3) Define your ideal client – industry, role, needs, etc.
• Understand their:
– Demographics
– Psychographics
– Needs
20
Brand Development is Business Development
delvegroup.com

22. 5 Key Steps to Build Your Brand
4) Build a Message Platform to reach your key audiences
• Components:
– Value Proposition Expressing the benefits clients receive
– Elevator Pitch Memorable summary of what the company does
– Key Messages 3-5 salient points clients need to know
• Successful Positioning Criteria:
– Relevant Addresses needs of target audiences
– Credible Based on believable & achievable business attributes and goals
– Differentiated Highlights the desirable, unique attributes and capabilities
– Sustainable Defensible over the long term
21
Brand Development is Business Development
delvegroup.com

23. 5 Key Steps to Build Your Brand
Key Message Hierarchy
Preferred Provider
Unique
Valued Short List of Providers
Table Stakes
Table Stakes Market Player
Robust brands address all levels of messaging expected and desired in the market
22
22
Brand Development is Business Development
delvegroup.com

24. 5 Key Steps to Build Your Brand
5) Execute a plan to apply this foundation
• Articulate how you are different
• Know your target audience and what their needs and priorities are
• Infuse consistent messaging in all sales and marketing efforts
• Build a plan to increase demand and grow the business
– Sales Strategy and Execution
– Prospect Information and Insight
– Multi-Channel Go-to-Market Plan
– Internal Communications
23
Brand Development is Business Development
delvegroup.com

25. SUMMARY
Strong brands are built from a solid strategic foundation
1. Be clear who you are and what makes you different
2. Understand your competitors and your prospect’s alternatives
3. Define your ideal client – industry, role, needs etc.
4. Build a Message Platform to reach your key audiences
5. Execute a plan to apply this foundation
24
Brand Development is Business Development
delvegroup.com

26. Brenna L. Garratt
Chief Executive Officer The Delve Group, Inc.
blgarratt@delvegroup.com 122 West 26th Street, Suite 1204
New York, NY 10001
United States
+1 212-255-3870 x16
www.delvegroup.com

27. HOW TO GET THE BEST OUT OF
The Digital Ecosystem?
November 5th, 2009
Pablo Hernández O’Hagan @PabloHernandezO
CEO / Founder

28. Digital Ecosystem

29. Good Design is Good Business
A poorly designed website is
like a bad sales person....
Your Website is your:
#1 Sales Person

30. Clone your Salespeople
VS

31. Brain Rules
Everything we see on a site affects the online conversion rate.

32. If we understand the internal motivations & barriers that take part in the internal decision-making process, we
can make our clients
do what we want
them to do...

33. Visual Impact
We only remember:
10%
of what we read and hear..
Source: Brady, 2008

34. Visual Impact
We remember:
90%
OF WHAT WE SEE...
Source: John Medina, Brain Rules, 2008

35. Back to the Brain Rules
Psychologists
have known for
years about the
nonconscious
forces that
persuade people
to take action.

36. Back to the Brain Rules
Now we have applied this research on
persuasion & decision making
to the design of websites

37. First Things First
Establish a
Persuasion Objective
What are your company goals?
Translate them on to your site...
Will people be moved to do them?
How can we motivate them?

38. #1 Social Validation
It´s even more powerful if we know more about the person behing the testimonial.

39. #1 Social Validation
14% trust Advertisements
V.S.
74% trust their colleagues
We all want to be accepted, we all want to
be a part of something.

40. Feeling Indebted
Newsletter every 15
days with tons of
promotions
VS
Newsletter every month
with valuable information
for me.

41. Scarcity & Urgency

42. Few Options
If we have a lot of options it takes us
longer to decide...

43. Few Options
Be Clear!

44. Using Similarity, Association
& Atractiveness

45. Online Persuasion
If my site was a person,
what questions would it ask?
Make sure your copy is clear and consise. Make
sure it answers questions...
TEST IT.

46. Muchas Gracias
AMIGOS
linkedin.com/in/pablohdzohagan @PabloHernandezO
@ingeniagroup

47. TAKING OI ON THE ROAD… Outsourcing 2.0: From Theory to Reality
Are you still doing it the old fashioned way?
London, Dallas, San Francisco, Miami, Washington DC, New York, Chicago
Outsourcing 2.0 - the new outsourcing and what it means to you - your
strategy, your process and your career. More Cities coming soon…
Check out www.outsourcing.com/roadshow
With the largest outsourcing network in the world and the
most trafficked outsourcing portal on the internet at
Outsourcing.com, OI is the go-to-source for those seeking
targeted sales and marketing traction and ROI in the
outsourcing space.
If you need:
- Qualified Outsourcing Leads,
- Exposure to outsourcing decision-makers
- Thought Leadership opportunities
Contact Jared Gleason at 516-279-6850 x712 or
e-mail jgleason@outsourcing.com to request an
2009 The Outsourcing Institute overview summary on promotional vehicles.

48. Outsourcing 2.0 Roadshow
London October 8, 2009 Register
Dallas October 13, 2009 Register
San Francisco October 15, 2009 Register
Washington, DC November 12, 2009 Register
New York City December 3, 2009 Register
Chicago December 8, 2009 Register
The Outsourcing Institute / 3forward
All Rights Reserved 47

49. Sales Readiness 2010 Workshop
For Information: To Discuss:
Sales Readiness 2010 Workshop Dan.Hudson@3forward.net
3forward, LLC; All Rights Reserved 48

50. Resources
The Outsourcing Institute Group
3forward – Sales Readiness
OI
3forward
The OI Roadshow
3forward Sales Leaders Blog
3forward’s New Tools Directory
Other OI’s Recruiting Home Page
Outsourcing 2.0
The Outsourcing Institute / 3forward
All Rights Reserved 49

51. Sales Leader Series – Fall 2009
Escaping Pipeline Purgatory - view Sept, 17 2009
Creating Qualified Opportunities (Not Just Leads) - view September 24, 2009
Sales Readiness for 2010 –view Ocer 1, 2009
2.0 Sales Tools for the Real World - view October 19, 2009
Outsourcing Buyers Panel: “Why We (Really) Buy” - view October 27, 2009
Sales Leaders Dream Team - view November 5, 2009
Q4 State of the Outsourcing Industry – Buyers Viewpoint November 19, 2009
- click to register
The Outsourcing Institute / 3forward
All Rights Reserved 50

52. Thank You For Joining
Sales Dream Team
Sales Leader Series – TeleBriefing #6
November 5, 2009