1. Transforming Business Through Smarter Process October, 2008 Marketing Project Management Office (PMO) Strategy

2. 1 Marketing PMO Overview The objective of this document is to provide a comprehensive view of how to best organize our resources to achieve our marketing and sales objectives in the most efficient and effective manner Recognition that an aggressive approach to pipeline generation will be required to reach our sales growth goals Life Sciences Retail Financial Services Legal Energy We have three market channels that all require proactive marketing and sales strategies Industry – Where we sell Traditional Training Deployment SPM 30 Day Performance Improvement TTOP Service Lines - What we sell Gold Belt Silver Belt Master Black Belt Integrated Business Leader DFSS Open Enrollment

3. 2 The SSA Market Development Roadmap has been implemented to provide the practice with the tactics to create new leads Industry Publications Networking Events Industry Conferences Bring It To The Market White Paper Email Campaign New Clients Sell new projects Whitepaper Snail Mail Campaign SSA Website Update Webcast Campaigns Industry Periodical Database SSA Database CFO Magazine Database White Papers Case Studies Bench- marking Project Experiences Create Our Story Aberdeen Sales Deck

4. 3 Each activity requires creativity and effort from every member of the practice White Papers Case Studies Bench-marking Project Experiences Industry Publications Networking Events Industry Conferences Create Our Story Bring It To The Market White Paper Email Campaign New Clients Sell new projects Whitepaper Snail Mail Campaign SSA Website Update Webcast Campaigns Industry Periodical Database SSA Database Aberdeen CFO Magazine Database Sales Deck Activity cycle Brainstorming New Ideas Trying out new ideas Making adjustments Hitting a good stride Maintaining Good ideas can be shared across industry groups and service lines

5. 4 Create Our Story Activities rely heavily on SSA consulting staff with some level of PMO support White Papers Case Studies Bench-marking Project Experiences Industry Publications Networking Events Industry Conferences Create Our Story Bring It To The Market White Paper Email Campaign New Clients Sell new projects Whitepaper Snail Mail Campaign SSA Website Update Webcast Campaigns Industry Periodical Database SSA Database Aberdeen CFO Magazine Database Sales Deck Key Activities PMO Activities Whitepaper management & coordination Case study organization & management Benchmarking research Consultant Activities White paper brainstorming White paper abstract development White paper development Case study development Industry/functional benchmark research

6. 5 Bring It To the Market Activities rely heavily on support staff White Papers Case Studies Bench-marking Project Experiences Industry Publications Networking Events Industry Conferences Create Our Story Bring It To The Market White Paper Email Campaign New Clients Sell new projects Whitepaper Snail Mail Campaign SSA Website Update Webcast Campaigns Industry Periodical Database SSA Database Aberdeen CFO Magazine Database Sales Deck Key Activities PMO Create, manage, maintain overall marketing plans Create email invitations Create paper mailing letters Update website with whitepapers, industry updates, service line updates Coordinate with website design firm Coordinate with WHWG Produce published version of whitepapers Establish marketing database strategy Create/manage industry membership and overall conference strategy Speaking opportunities Booth duty Logistics / Database Management Coordinate events (OE, Networking events, etc) Registration Hotel/meeting logistics Acquire marketing handouts, pens, etc Create and maintain marketing databases SSA overall Industry programs Service line programs Initial load and quarterly updates Handle phone & email inquiries Measure/monitor webcast activity Create link to webcast registration Set up webcasts Acquire photos for html invitations, website, etc Create unsubscribe link for emails

7. 6 Potential Organization Structure Marketing Program Management Office PMO ActivitiesLogistics / Database Management Adriana – (25% - 35%) Dee – (10% - 20%) Temp – as needed Suzanne Ashley Suzanne

8. 7 Potential Organization Structure Open Enrollment Management DeeAdriana JCI registration, communications, etc Certificates and plaques Class schedules Registration management/Sales Force Follow up support (Phone & email) Training materials Marketing Database Management Email campaigns, Exact Target Logistics Hotel contract management Meeting room prep Handouts JCI program management Jim Anderson

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