1. © 2010 IBM Corporation Business Analytics Cognos Express Programs

2. © 2010 IBM Corporation Business Analytics Cognos Express Seminar in a Box This program is Partner driven live seminars that will unveil IBM Cognos Express. Attendees will see how it provides consistent, reliable information for better, faster decision-making to manage costs, drive profitability and increase growth. The purpose of the event is to successfully launch IBM Cognos Express in the marketplace; create net-new opportunities; and increase IBM Cognos reputation in the midmarket. This program is designed for net-new IT, OoF and LOB titles in midsize companies. Event In-person 0.5 day event, roughly 3 hours long Live events should include breakfast, lunch, dinner, or appetizers This even could be shortened to 1 hour webinar or presentation Assets Email Invitation, Follow up Emails, Direct mail kit (letter invitation, two sided insert and envelope), Event Introduction Letter, Program Guide, Agenda Sheet, Name Badge Template, Signage, Cognos Express Overview hand out document, Registration page template, Opening video, Presentation and script, Demo and script, White paper, Telemarketing script Note: This is the most used and most successful Cognos Express program, and typically the first program that partners execute. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_express.html#email

3. © 2010 IBM Corporation Business Analytics Cognos Express Multi-Touch Campaign This program is a four step multi-touch email campaign in support of IBM Cognos Express, and can be used as a series or a stand-along offer. The touches include: TEC White Paper: Using BI and BPM to Address the Information Challenges of Midsize Companies On-Demand Virtual Event - Access to nine recorded presentations, partner booths, collateral, demos and more. Seven Cognos Express Demos Vignettes: Overview, Dashboard, Reporting, Analysis, What- if Modeling, Planning, Simple Management (each demo 2-3min) 30-day Trial Software Download Assets: 4 email templates, TEC white paper, registration page template Note: Partners have used this program as a follow on from the Seminar in a Box program. The most used offers selected are the 30-day trial software download and demo vignettes. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_express.html#email

4. © 2010 IBM Corporation Business Analytics Cognos Express 30-day Trial Software Offer The IBM Cognos Express 30-day Trial Software download is available on ibm.com/developerworks. IBM Cognos Express is made up of the three modules: IBM Cognos Express Reporter - Self-service reporting and ad hoc query IBM Cognos Express Advisor - Free form analysis and visualization IBM Cognos Express Xcelerator - For Excel-based planning and business analysis The trial download is inclusive of all 3 products. The end-user can evaluate any one of them. It also comes with a 'Getting Started Guide', as well as sample data (end-user can also link to their own data). It is also globally translated. The trial is for 30 days and the 30 days starts from the date it is installed. If the end-user wishes to purchase the product, they simply need to install the production version and can leverage any of the assets they created in the trial version. Automated e-Nurturing Campaign To ensure that the Cognos Express trial software program is successful and to assist with the conversion to sale rate, we have developed an automated e-nurturing campaign. This multi-touch campaign is to ensure that prospects are offered additional information during the 30 days to help them get closer to a buy decision. This entire campaign is a value-add marketing support offering to partners and no partner leads will be redeployed to IBM sellers. Assets: Email template, 3 web banners Note: This program is widely used by partners, and as a follow on program to the Seminar in a box. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_express.html#email

5. © 2010 IBM Corporation Business Analytics Cognos Midsize Business Analytics Virtual Summit This program is a quarterly virtual summit held in the last month of the quarter, first one on March 11, 2010. The event is approximately 2.5 hours and will feature a keynote, customer testimonials, and a solution demonstration. There will also be a small virtual expo area featuring a Cognos Express booth with product information and an IBM Business Partner Concierge booth providing attendees with a listing of Cognos Partners and to help answer any questions regarding partners and partner programs. Partners can participate with a listing in Partner Concierge booth and assist with driving attendance or have their customer as the featured speaker. Each partner that brings a featured speaker will receive a clip of the customer presentation as their personal marketing takeaway. Partners can sign up for the summit or nominate your customer to be a featured speaker by contacting contact Cognos Partner Marketing Manager (sandra.conn@ca.ibm.com).sandra.conn@ca.ibm.com Assets: Email template, animated web banner, 4 web banners Note: This is a brand new program, and partner participation and interest has been excellent! We will make slight changes to the program as needed based on the results of this first event. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_express.html#email

6. © 2010 IBM Corporation Business Analytics Other Business Intelligence Programs

7. © 2010 IBM Corporation Business Analytics BI and Performance Management Assessment Tool This program is a third party analyst – Aberdeen Group, online BI and PM Assessment Tool. The customer/prospect completes a series of questions and based on their answers; get a full assessment of their rankings against their peers and competitors. This assessment indicates their ranking against best in class and laggards. It also provides guidance/suggestions on how to improve their organization's ranking to best in class. Respondent data geography breakdown: 65% from North America 15% from Europe 10% from Asia-Pacific 5% from Rest of the world Once the respondent answers the questions, then based on their responses, one or more assessment tracks (Monitoring & Measuring, Reporting & Analysis, Reporting & Budgeting) will be suggested. The customer/prospect can complete all the tracks if they wish. Once in the track, the customer/prospect answers more questions, then after they complete the report registration page, the report will be emailed to them. They can also view some general recommendations and additional resources on the final page. Aberdeen will create a custom assessment page for the partner which will include the partner logo and IBM Business Partner logo. Note: There is a fee to execute this program - $2400 US will be charged to the Partner from Aberdeen. Only a few partners have expressed an interest in this program. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_bi.html#email

8. © 2010 IBM Corporation Business Analytics Cross Sell Financial Planning to IT This is a three step multi-touch program that is designed as a quick way to engage the IT audience in a solution we have historically pitched primarily to Office of Finance. The three touches include: Email with an offer of the online Planning demo Telemarketing follow up Personal email Targets for this program include both IBM Cognos installed base and prospect. It is anticipated that the majority of Respondents will be functional to mid-level IT, although a smaller percentage of Contacts may hold senior-level IT titles. Assets: Email template, telemarketing follow up guidance, personalized email copy, white paper Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_bi.html#email

9. © 2010 IBM Corporation Business Analytics Business Confidence Seminar in a Box This program is or a partner hosted half day event designed to drive leads and revenue from taking a fresh position about the value of information. Partner will demonstrate how with a combination of Cognos and InfoSphere capabilities organizations can increase in business confidence in the information that they rely upon to drive performance through the following three themes: Increase Information Understanding Increase Information Trust Increase Information Reach Event: In-person 0.5 day event, roughly three hours long Live events should include breakfast, lunch, dinner, or appetizers Special training on InfoSphere is suggested before executing this program. Training modules can be accessed in The Learning Center available through SWVN for Cognos in PartnerWorld. Assets: Event invitation, follow up emails, registration and download page content, white paper, presentation, telemarketing guidance for pre and post event follow up Note: This program involves two IBM solutions – Cognos and InfoSphere. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_bi.html#email

10. © 2010 IBM Corporation Business Analytics Cognos 8v4 Upsell Personas This program is a three touch direct response email program that offers white papers, case studies and access to a demo as offers. There are three unique streams - Business Analyst, Line of Business Manager and Executive. This program is for existing IBM Cognos 8 BI customers. This is not a program for net new target organizations. Key Message focuses around the pains IT experiences when dealing with the needs of their different clients - i.e. the LOB Manager, the Business Analyst, and the Executive. Business analysts - Analysis capabilities Business managers - Dashboarding / Scorecard capabilities Executives - Dashboarding Assets: Three BA emails, three LOB emails, three Exec emails, three BA white papers, three LOB white papers, three Exec white papers Note: This is an excellent program and only a few partners have executed it. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_bi.html#email

11. © 2010 IBM Corporation Business Analytics Cognos 8v4 Demos The program was developed to generate leads during challenging economic times. It consists of four versioned emails sent to a mix of installed and prospect lists: Executive, Manager, Analyst, BI professional This program broadly targets end users of IT services and IT staff, both installed and prospect lists across all industries and regardless of entity size. The four emails have been versioned to address key "pain points" of audience segmented by title. IBM Cognos 8v4 demos were selected as the offers because they have been top lead generation performers on the web site. The IBM Cognos 8 BI - overview demo is structured to address pain points held by end user segments. The email outreach links to the section most applicable to target segment. Executive level - Dashboard & Scorecard Mid-level Managers - Reporting Analyst - High Performance Cubes Business Intelligence Professional - Multi-dimensional Reports Assets: Manager email template, Analyst email template, BI professional email template, Executive email template Note: This is an excellent program and only a few partners have executed it. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_bi.html#email

12. © 2010 IBM Corporation Business Analytics Top Offers This direct response email program provides seven one-hit emails each with a different offer. Offers range from online demos, white papers and the Performance Manager book. These offers are the top downloads from the website and always generate a good response -- Go Dashboard is a good lead generator; C8 demo is the offer generating greatest pipeline. Offers include: IBM Cognos Performance Manager Demo, The Performance Manager Book, IBM Cognos 8 BI Demo, Reporting & Dashboarding White Paper, IBM Cognos Now! Demo, The Right Architecture for BI White Paper, Business Confidence White Paper This program is effectively pushing existing "linked incidents" forward in the pipeline as well as attracting new prospects. It is a perfect fit for a house list which is an audience familiar with IBM Cognos. Rental lists are not expected to perform as well. Target IT prospects with functional to senior-level titles, across all industries. Assets: IBM Cognos 8 BI Demo Email, Reporting & Dashboarding White Paper Email, The Performance Manager Demo Email, The Performance Manager Book Email, The IBM Cognos Now! Demo Email, The Business Confidence White Paper Email, The Right Architecture for BI White Paper Email, Reporting & Dashboarding White Paper, The Performance Manager Book, The Business Confidence White Paper, The Right Architecture for BI White Paper, Download Page Content Note: Partners can execute a-la-carte choosing only the offers that fit their opportunities, there are new offers coming near the end of Q1 2010. Read more on PartnerWorld: https://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_bi.html#email

13. © 2010 IBM Corporation Business Analytics Financial Performance Management Programs

14. © 2010 IBM Corporation Business Analytics FPM Performance Manager Book This program is a direct response email with an offer to download a PDF copy of The Performance Manager book. This new business book is highly regarded and promises to help the reader turn growing information-intensity of their job from a challenge to a competitive advantage. The program is intended to be sent out to a third party list to gain net new prospects however, this can also be distributed to an existing prospect house list. All prospects that download respective offers should be contacted by your telemarketing agent or sales representative within a day. The target audience is mid to senior level OoF titles in midsize organizations such as CIO, CFO, VP and Director of IT and Finance, Budgeting Titles, Financial Planning and Analysis Titles. Assets: Direct Response Email Template, The Performance Manager Book PDF, Download page content Note: Several partners have taken advantage of this program. Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

15. © 2010 IBM Corporation Business Analytics FPM Direct Response Program This program is a direct response email with an offer to download the Nucleus ROI case study on Blue Mountain who implemented TM1 and recognized a 1822% ROI and 30 day payback. The program is intended to be sent out to a third party list to gain net new prospects however, this can also be distributed to an existing prospect house list. All prospects that download respective offers should be contacted by your telemarketing agent or sales representative within a day. Key Message: IBM Cognos TM1 MidMarket Edition is a complete financial performance management (FPM) solution for midsize organizations. It structures and automates your key financial processes, from planning, budgeting, and forecasting to consolidation, reporting, and analytics. IBM Cognos TM1 MidMarket Edition offers an array of applications, easy-to-use interfaces, high-performance analytics, and flexible data management. Assets: Direct response email template, Download page content, Blue Mountain ROI case study Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

16. © 2010 IBM Corporation Business Analytics CFO Webcast Series This is a direct response email program that consists of a four part on-demand webcast series with CFO.com addressing four OoF buying agendas: Financial Management and Control: to improve visibility into drivers of working capital Planning & Analysis: to improve forecasting and align costs with the new levels of business Financial Analytics: to improve profitability analysis so that resources are allocated to the most profitable business areas Planning, Reporting and Analysis for Mid-market companies: to make better decisions for better business outcomes The theme of this program, Succeeding in Turbulent Times through improved Visibility, Insight and Decision Making, includes a four part on-demand webcast series: Webinar #1: Improving working capital management Webinar #2: Improving forecasting and analysis Webinar #3: Improving profitability analytics Webinar #4: Improving planning, reporting and analysis for mid-market companies Assets: Four email templates, four follow up emails, Offer/White Paper Download Page Content, APQC working capital whitepaper, Jeremy Hope Whitepaper, CFO Research Study, Finance Chapter of the Performance Manager book Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

17. © 2010 IBM Corporation Business Analytics Gary Simon Article Series This four touch direct response email program promotes the four 'Fast Close' article series by Gary Simon. This is an excellent program for nurturing leads and contacts. The best use of this program is as a multi touch program where you use all four direct response emails at a regular interval. Each email offers a different article in the series, which build on the overall theme and message. Part 1: Fast Close and the Reporting Supply Chain - the need for a joined up approach Part 2: DATA QUALITY - Underestimate it at your peril Part 3: Life After the Final Consolidation - The ‘Last Mile’ of the Fast Close Part 4: The Relationship Between the Fast Close and CPM - More than Distant ‘Cousins’ The objective of this program is to continue to generate new inquiries/pipeline and build awareness for IBM Cognos FMC message in the OoF/Controllers. With the offers, we are leveraging Gary Simon's well known reputation in the Controller space and establishing Cognos as the solution to help automate the close process, reducing both risk and time. Assets: Four email templates, Last Mile of the Final Close Article, Fast Close and the Reporting Supply Chain Article, Data Quality Article, Fast Close and CPM Article Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

18. © 2010 IBM Corporation Business Analytics Finance Forum 2010 IBM Cognos Finance Forum is a complimentary global road show designed to share leading solutions, best practices, expert advice and real-world experience on Financial Performance Management, targeting finance executives and managers. The program has been running for five consecutive years and is consistently the top performing (pipeline) program for this point of entry. Finance professionals will hear about how they can drive a smarter enterprise by anticipating and shaping business outcomes and driving transparency for improved decision making. They will learn about the upcoming 2010 IBM Global CFO Study and how CFOs must focus on enterprise value creation by improving standards and analytical effectiveness. 2010 Theme: Anticipate and Shape Business Outcomes Event Details: We have split the cities into Tier 1 and Tier 2 markets with the intent on delivering slightly different content in Tier 1 cities. All 10 Tier 1 events will have an editor from CFO.com to present an opening address, as well as help to moderate a panel discussion that will feature partners, customers and IBM GBS. Assets: Email invitation, city spreadsheet Note: This program was just launched in January 2010, and partner participation is excellent! In Q2 we will offer a new program – Virtual Finance Forum. This program only covers NA cities. Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

19. © 2010 IBM Corporation Business Analytics Financial Analytics (Profitability) This is a multi touch email program that provides two white papers and an online demo as offers. The program is about the relevance and importance of profitability analysis during turbulent times. The program consists of three emails, and each email drives to a specific offer: CFO Research Services Study (sponsored by IBM): Unlocking Profitability Potential in Turbulent Times and Beyond IDC Executive Brief: Profitability Management: Using BI and Analytics to Make Better Business Decisions Online demo (showing how to analyze and improve profitability throughout an organization with powerful, easy-to-use financial analytics solutions from IBM Cognos software. This program is targeted at existing customers and new prospects and should target IT contacts. Assets: Three email templates, CFO Research Study, Download page content Note: This program was updated in January 2010 to make it a multi-touch program and include the two white papers. Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

20. © 2010 IBM Corporation Business Analytics Rolling Forecast This is a direct response email program designed to be a quick hit and generate new sales leads. The program consists of four direct response emails, each with a different offer. These emails can be used as a sequence of four separate communications to the target audience or individually as one-time sends. The offers are: Online demo: Forecasting in Turbulent Times Whitepaper: Planning, Budgeting and Forecasting: Software Evaluation and Selection Guide Whitepaper: Planning and Forecasting: Use Continuous Planning and Rolling Forecasts to Support Adaptive Management (Jeremy Hope) Whitepaper: Next-Generation Forecasting: Performance Management and Rolling Forecasts Target Audience is Mid-Senior titles in the Office of Finance. Assets: Four email templates, three white papers Read more on PartnerWorld: http://www- 304.ibm.com/jct01005c/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_fpm.html

21. © 2010 IBM Corporation Business Analytics How Partners Access & Execute Programs

22. © 2010 IBM Corporation Business Analytics Available on PartnerWorld www.ibm.com/partnerworld/cognos Direct URL: http://www- 304.ibm.com/partnerworld/wps/pub/overvie w/BF6A0http://www- 304.ibm.com/partnerworld/wps/pub/overvie w/BF6A0 Bookmark this URL for quick and easy access

23. © 2010 IBM Corporation Business Analytics How to Execute Programs Campaign Designer –www.marketblox.com/bpwww.marketblox.com/bp –Free, easy to use and flexible web-based application accessible to all IBM Business Partners. Cognos content is only accessible to SWVN for Cognos partners –One location for everything needed to execute programs – email, presentations, white papers, registration page content, invitations, etc –Learn more about Campaign Designer on PartnerWorldLearn more about Campaign Designer –Find the Accessing Campaign Designer Instruction Guide available on PartnerWorldAccessing Campaign Designer Instruction Guide

24. © 2010 IBM Corporation Business Analytics Training/Enablement on Campaign Designer A series of 13 ‘How to’ step by step instruction guides –Brainshark recording and downloadable PDF –https://www- 304.ibm.com/partnerworld/wps/servlet/mem/Content Handler/Q217922P66928K75https://www- 304.ibm.com/partnerworld/wps/servlet/mem/Content Handler/Q217922P66928K75 On-demand marketing programs and CD demo webcast –Reviews all partner-ready marketing programs and includes a live demonstration of Campaign Designer

25. © 2010 IBM Corporation Business Analytics Co-Marketing  Add content (content will be updated shortly)

26. © 2010 IBM Corporation Business Analytics Valuable Partner Resources  PartnerWorld Software ValueNet: http://www-304.ibm.com/partnerworld/wps/pub/overview/BF6A0http://www-304.ibm.com/partnerworld/wps/pub/overview/BF6A0  Partner Marketing Programs: https://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_overview.htmlhttps://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_demand_gen_overview.html  Campaign Designer Training Guides: https://www- 304.ibm.com/partnerworld/wps/servlet/mem/ContentHandler/Q217922P66928K75https://www- 304.ibm.com/partnerworld/wps/servlet/mem/ContentHandler/Q217922P66928K75  Campaign Designer: http://www.marketblox.com/bphttp://www.marketblox.com/bp  IBM Co-Marketing Branding Guide: https://www- 304.ibm.com/partnerworld/wps/servlet/ContentHandler/M449874T63069L28/lc=en_UShttps://www- 304.ibm.com/partnerworld/wps/servlet/ContentHandler/M449874T63069L28/lc=en_US  IBM Business Partner Logos: http://www- 2000.ibm.com/partnerworld/pwhome.nsf/weblook/emblem_welcome.htmlhttp://www- 2000.ibm.com/partnerworld/pwhome.nsf/weblook/emblem_welcome.html  Cognos Sales Acceleration Plays: http://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_plays.htmlhttp://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_plays.html  Cognos BI and PM Sales Plays: http://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_sales_plays_industry.htmlhttp://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_sales_plays_industry.html  Cognos BI and PM Industry Sales Kits: http://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_sales_kits_industry.htmlhttp://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_sales_kits_industry.html  Cognos Product Sales Kits: http://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_sales_kits.htmlhttp://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_sales_kits.html  IBM Cognos Partner Learning Center: http://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_learning_center.htmlhttp://www- 304.ibm.com/partnerworld/mem/pat/pat_sw_swvn_cognos_learning_center.html

27. © 2010 IBM Corporation Business Analytics Questions? Contact: Sandra Conn WW Partner Marketing Manager Business Analytics Sandra.conn@ca.ibm.com 905-413-2901

28. © 2010 IBM Corporation Business Analytics 28 © Copyright IBM Corporation 2009 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.