1. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 1 Business Analytics Software Business Partner Guide Value Propositions

2. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 2 Business Analytics and Optimization (BAO) Business analytics is the key to enabling our clients to turn oceans of data into predictive models and actionable decisions. $166B Opportunity in 2011 Source: IBM Investor Relations, May 2010; $16B refers to cross-IBM revenue including Software, Services and Systems. Amounts reflect IBM internal estimates, are provided for illustrative purposes only and are not meant to represent or guarantee opportunity in any business segment. IBM BAO Revenue (including SW, HW and services) 10% CAGR 2009 2015 PTI: 14% CAGR Why Analytics is Important to our clients… 33% more Revenue Growth >12x more Profit Growth 32% more Return on Invested Capital 12.5% 9.4% 7.3% 0.6% 11.9% 9.0% Finance Organizations with Business Insight All Other Enterprises Market opportunity

3. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 3 Organizations Need Deeper Insight from Their Information Business leaders frequently make decisions based on information they don’t trust, or don’t have 1 in 3 Lack Trust 83% Plan to Use of CIOs cited “business intelligence and analytics” as part of their visionary plans to enhance competitiveness Business leaders say they don’t have access to the information they need to do their jobs 1 in 2 Lack Access Top performers are 5.4X more likely to use an analytic approach over intuition 5.4x Widening Gap Sources: IBM Institute for Business Value, 2009, IBM CIO Study 2010, TDWI: Next Generation Data Warehouse Platforms Q4 2009, Analytics: The New Path to Value, 2010 “Drowning in Data…” “Starving for Information…” What is Driving Business Analytics & Optimization? Market opportunity

4. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 4 Relevant Information Actionable Insights Smarter Decisions Better Outcomes Portfolio overview

5. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 5 Portfolio overview Ready-made packaged reporting and analyses based on the best practices Encompasses comprehensive portfolio Adaptable & extensible Source data from multiple transaction systems Enterprise requirements Unifies enterprise- wide risk and compliance initiatives into a single management system Provides synergy with Information & IT Governance, Risk Management and Security Simplify, structure and automate dynamic and sustainable Financial Performance & Strategy Management Monitor and analyze business performance against targets Plan, forecast and control enterprise resources aligned with corporate objectives Full breadth of predictive analytics Putting prediction in hands of the business Driving better business outcomes Full breadth of Business Intelligence (BI) for every decision- maker Revolutionary way to work with BI Free to answer critical business questions

6. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 6 IBM BA Business Partners – Opportunity of a Lifetime BP-Specific Products & Plays Focus on Value, Solutions Best Team in the Industry Best Business Partner Program High Growth Market Extraordinary BAO Synergies Highest IT, LOB Priority In IBM’s Top 4 Priorities Best Products and Roadmap Expanding Portfolio Value Propositions

7. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 7777 Business Partner Reference Reference Client: Cincinnati Zoo and Botanical Garden Challenge: Real-time analysis of attendance, sales and customer behavior Solution: IBM Cognos BI v10, IBM Cognos Mobile Outcome/Results:  Helps the Zoo generate deep insight into guest visitation and spending behavior, unlocking profound new marketing insight and business optimization strategies.  Generated over $500,000 in new revenues and expense reduction within year 1.  Increases overall attendance, prompting at least 50,000 new “visits” in 2011 through enhanced targeted marketing achieved through insight gained from IBM Cognos.  Contributed to a 30.7% growth in food sales and 5.9% in retail sales over prior year. www.brightstarpartners.com

8. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 8 Business Partner Profile – Business Analytics Partner Profile Profile of Traditional Reseller  Value-driven, focused on BA segment only  Traditional revenue mainly in Services  Retooling their businesses to add the necessary infrastructure to sell software  Sales function driven by senior consultants that are highly dependent on BA brand reps  Works roughly 1-3 deals per quarter Profile of High Volume Reseller  Velocity-driven, relationship-oriented  Revenue split between resale, SVI and Services with more holistic view of their customer base  Small sales organization - will include reps who get paid on software only but still dependent upon BA brand reps  Active marketing and business development functions  Works roughly 5-15 deals per quarter

9. © 2012 IBM Corporation Click here for Table of Contents This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients. 9 5 Quick Steps to Get Started Visit the Business Analytics PartnerWorld Site to access Business Partner sales and marketing tools and materials and trainingBusiness Analytics PartnerWorld Site CompleteComplete your Business Analytics Business Partner profile Plan to maximize your profitability & your team’s education path by reviewing the Software Value Plus (SVP) & Software Value Incentive (SVI) criteria & product categories.Software Value Plus (SVP) Software Value Incentive (SVI) Educate your Sales and Delivery Teams & become SVP Authorized to resell Business Analytics through Training & Certification.Training & Certification Develop a Marketing plan and take advantage of IBM’s programs and drive demand with IBM Co-MarketingIBM Co-Marketing 1 2 3 4 5 Resources Join PartnerWorld Join PartnerWorld to become an IBM Business Partner, then…