1. Measurement is marketing!
Karen Bintz
Area Vice President, Customer Experience

2. Who is BMC software?
We enable businesses to transform into digital enterprises for the ultimate competitive advantage
BMC digital IT powers 82% of Fortune 500 companies
10,000+ customers worldwide

3. Tiered Briefing Program Philosophy
Standard Briefings (40/year)
Pre-closing phase, multi-company, preset agenda
Custom Briefings (125/year)
Closing phase, individual company, customized agenda
Field Briefings (50/year)
Custom briefings held outside of EBC

4. Measurement 1
A performance measurement system, designed to meet the needs of key stakeholders, quantifies and communicates the program’s value.

5. Who are the stakeholders & what matters to them?
Sales – direct revenue impact
SMEs – presentation/content scores
Marketing – effective campaigns
R&D – future customer requirements
Executive Management – company performance
Direct Management – funding requirement
Briefing Team – fruits of our labors

6. How Do You Generate Metrics?
Good: Manual, anecdotal
Better: Maintain spreadsheets
Best: Implement automated tracking & reporting system
CRM tool (SFDC Opportunity ID)

7. What Goes in a Quarterly Report?
Executive Summary
Briefing Schedule
Revenue Report
Program Recognition
Content and Attendance Metrics
Customer Confidence Level
Year Over Year Analysis
Presentation Content & Delivery Feedback
Next Level Enhancements
Briefing Program Overview

8. Measurement 2
Immediate or on-site feedback measures briefing impact.

9. Who Should You Survey? Account managers keep it short!
Discussion leaders
make sure they were not blind sided!
External customers
the final arbiters

10. How Should You Survey? Our choice: real-time, proprietary app
Built directly in SFDC
Immediate intelligence to facilitators/SMEs
Responses captured directly in customer record
Eliminates data reentry
Direct knowledge base access to sales

11. What Should You Survey? Discussion leader sessions Content Delivery
Logistics, accommodations
Pre and post confidence
Open ended questions

12. Briefing Evaluation Summary – Content

13. Briefing Evaluation Summary – Delivery

14. Briefing Evaluation Summary – Miscellaneous

15. Briefing Evaluation Summary – Confidence Level

16. Measurement 3
Integrated planning, management, and reporting tools support briefing operations and provide meaningful insight on program performance.

17. Complete Automation via Salesforce.com
Initial request via SFDC Op ID
approvals/notifications
Agenda creation/formatting
Calendaring/pre –briefing info
Presenter bio summary and customer evaluation creation
Attendee report for Travel and Security depts
Post briefing evaluation to sales team
Customer evaluation iPad data capture- real-time/directly into SFDC
Real-time updates to EBC Dashboard

18. Newest automation tool: MyEBC

19. Measurement 4
Sales closure tracking and delayed surveys quantify the briefing program’s contribution to business results.

20. Delayed Survey Considerations
Who?
Customer, sales team or both
When?
3 months? 6 months? 1 year?
What?
Qualitative and/or quantitative
How? Directly? Through sales team?
Why?
Purpose served?

21. What Metrics are Meaningful?
Revenue Reports
Sales Participation per Geo
Content Ratings Y-O-Y
New Logo Participation
CXO Participation Statistics
Average briefing Revenue Contribution – per Company, per Attendee
Attendance Trends – Stage of sales cycle
Confidence Level – Pre & Post Briefing
Revenue per Business Unit/Solution Area
“Frequent Flier” report
Time Interval to Close

22. Most Powerful Metric…. What do 71% of Sales Quota Achievers Have in
Common?
They used the Executive Briefing Program,
BMC Software’s Most Powerful Sales Tool!

23. THANK YOU!