We’ve Developed Insights. Now, how do we commercialize them across the organization and retail customers with speed? Objective: Share how Georgia-Pacific & Interactive Edge have built a break through Best Practice Model for both internal and external customers. Desired Outcome: Leave the meeting thinking about how your company can develop a similar model increasing effectiveness, efficiency & speed deploying both Insights & Foresights.

Why do this? “I hear so many times we have too much data. I say no you don’t – what you have is too many engines running your data. If you really understand data - data is not expensive. It’s the multimillion dollar engines that sit on top of each data stream, that’s where the money is. And I don’t need 20 data engines. I need the data streams.” Your retail customers seek suppliers that are knowledgeable to help meet the needs of their shopper in 2020 Suppliers struggle to break through to retailer Millions of dollars spent on insight – but unable to easily and quickly deploy them Increasing variety of data with multiple data engines to drive them creating inefficiencies and expense.

Challenges you face 3 How does your retailer view you? What does your customer stand for? Do you have less people resources? Are you being asked to do more with less? How quickly can your company deploy insights across your organization?

Georgia-Pacific & Interactive Edge Approach Georgia-Pacific: Knowledgeable in Category Management 2.0. Foresights & Insights developed for shopper in Best Practice Capabilities developed to break through at retail. Insight Library developed. Presentations built on real life situations. Interactive Edge: Engine to drive Georgia-Pacific go to market strategies. Dynamic data such as Line Reviews built in 90 seconds versus 2 weeks using multiple databases. Only company that can combine Static Data with Dynamic Data to build decks with accuracy and speed.

“What are you trying to do? Technology absolutely terrified my people. I had sales people who’d been in the business probably 30 years. So I told Zel, this is all my design with my team, I had a great group of people. I said ‘Zel, I want 2 parts to a dashboard. #1 I want business solutions. #2 I want a tool box. Zel, I want my people – sales and marketing and insights and marketing research, to pull up a dashboard and I’ll be concerned about what's behind the hyperlinks here – I want things to be point and click technology and easy for them to do’” “Ya Gotta Have a Vision” 5

“If I’m a marketing person – I would say ‘I’m getting ready to go into a staff meeting with my category general manager. what are the opportunities for my categories across all my retail customers?’ Or, if I’m a sales person, I would say ‘I need a reason to go see my Kroger customer – I need a call-to- action to bring to my customer.’ Opportunity Assessment is being used by 97% of my sales, marketing, and broker organization. That’s more than 235 people.” Understand your Opportunities – Quick & Easy 6

Share your best knowledge with your customers 7 “My sales and marketing people are experts in knowing what to expect in any situation they find themselves in. They're not experts in understanding what deck they need to pull up to meet their customer. Insight Teams are experts on building sales stories with insights and matching each. This is the real world and has been a phenomenal break through at Dr. Pepper and now at G-P.”

How long does it take you to do a line review? It used to take us 2 weeks. Now my line reviews for all my categories take 90 seconds. 20 Pages primary deck 20 pages appendix The right static data slides in the right place Smart text does the analysis in terms of dynamic data Key headlines pulled from smart text and inserted into the Executive Summary From 2 weeks to 90 seconds 8 “When I got here, what I found was we were still putting together the deck right up to the day we were going on the call. People spent more time making sure the deck was right instead of asking ‘what are the possible objections?’ ‘What if they say x – are we ready to answer that? Who is going to speak to that topic? Those are the things we need to be focused on – not building the deck.”

Think, Click, and Go 9 “I’ve got all of our best practices. Its in a persuasive sales presentation. I’ve got smart text involved, I've got speaker notes for every slide. Just click on the button. The retailer logo is going to show up on the deck and you are ready to rock and roll. “

How many departments do you have to contact to build a sell sheet? Where are all of your videos? Your insights? Having everything in libraries allows the entire corporation to access the most up to date information whenever they need it. Insight Library myVideo Library myCalendar Planogram Library Image Library Stat Library Building a Center of Excellence 10

Benefits Vision from Georgia-Pacific with capability of Interactive Edge has tripled productivity & effectiveness both internally and externally. Georgia-Pacific is category captain at 4 (and validator at another 3) of the top ten retailers Example of go to market strategy with Interactive Edge: One Georgia-Pacific Category Manager now supports five accounts across five categories due to both Vision and Capability. “Its tough to get money for things. We need to have wins along the way. So I had phase one and I had phase two. In phase one we chose to do Opportunity Assessment, Line Review, and New Buyer and then build the Insight Library. We got so much incredible value from that – you just couldn’t imagine. Huge win. Then I rolled out my tool box. It has worked incredibly well.”