VCE Account Reviews kit for RDs

VCE Adoption ProgramQ2 FY12

Enabling VCE

2

What – Each RD will be asked to organize account reviews with their reps and the ecosystem– Template (same as GAM) & guidance to be provided through PTCU (download)– We monitor kit download, scheduled dates, participants names & reviews delivery

Why– Keep momentum, VCE was not a Q1 event only– Need to foster VCE Enablement activities in the field (still need to improve)– Support VCE application for better adoption after Q1 regional VCE training series

Which benefits– Part of management hygiene, not on top of business activities– Focused on practical application of VCE for 1 major account per rep– Should drive tangible results through cross-functional alignment and action plan

Process– Each RD has to download an Account Review kit and provide dates and participants names– Each participant will be asked to complete a survey post review for us to track attendance– We provide a weekly report to the management team

Executives Summary

Q2 VCE Account Reviews

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To provide each RD with material & guidelines to organize account reviews, following Q1 Regional VCE training series

To allow the account teams to absorb and apply what has been done in Q1 and

– Share return of experience, following customers meeting, what worked & what should be improved

– Assess current opportunities compared to the VCE Model– Assess level of Enablement Activities– Define the action plan with the account team to bridge the gaps – Prioritize resources allocation

Objectives of the VCE Account Review kit

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VCE Program & Adoption Roadmap

IDENTIFY MODEL PLAN DELIVER

Re

fresh

Solutions

Partnership Operating Framework

VALUE

ROADMAP

GOVERNANCE

Phase 1a – Value ModelingScope: Content/Adoption

Timeframe: H112

Phase 1b – Value

PlanningScope: Content/ Adoption

Timeframe: H212

Phase 2a – Value

MeasurementScope:

Content/AdoptionTimeframe: H113

Phase 2c – GovernanceScope: Content Refinement/Adoption

Timeframe: H113

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VCE Account Review Kit –

Overview of the process – how to use Account Review Kit

Recommendations on timelines & participants

Material & account review template

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List any questions you may have and send to bmessina@ptc.com

Identify your targeted participants and potential date for account reviews

Validate with extended team their participation (i*Center / Sales BDM, Client Managers)

Get logistics set up (meeting room, video, paperboards, calendar invitation, etc.)

Make sure the participants have understood session objectives and required preparation before the meeting (do a conf call if needed)

At the end of the workshop, agree on the call to actions and operating rhythm to inspect & measure progress (accounts/opportunities list, deliverables to inspect, CRM system info, cadence of calls to discuss progress & challenges)

Session participants MUST complete the VCE Account Review Evaluation in PTCU to receive credit for attending. Manager will distribute link to evaluation at the end of the workshop (Copy and send information below)

PTCU Title: VCE Account Review Evaluationhttp://www.ptc.com/Saba/Web/ptcu/goto/GuestOfferingDetails?offeringId=dowbt000000000019728

Overview of the process - How to use Training Kit

Once you’ve reviewed this content, please make sure you

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The account reviews have to be planned ASAP to be conducted in Q2

It can be virtual session if you have a real dispersed team, but meeting “in person” is recommended

You should run a separate session for each account manager from your team (not all other SRs watching the SR presenting)

Attendance of i*Center managers or TAM or BDM & Client Managers from your region is required

Recommendations on timelines & participants

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Deliverables to prepare for the Account Review (see Template section)

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Identified agenda & participants availabilities (including BDM or TAM and Client Managers)

Sent out invitations & template

Set expectations with all participants

Nailed down logistics

Preparation required for VCE Workshop

As a Regional Director, you should have…

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One of your account with an Enterprise Solution opportunity

Your return of experience– How did you position VCE? To Whom? In which context?– What was customer’s reaction– What can we do to improve

Your Account Review prepared– Template filled– Information distributed to the team before the review

Preparation required for VCE Workshop

As an account manager, you should come prepared with…

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VCE Account Reviews Kit material

VCE Account Reviews

Name of Sales RDNames of TAM, BDM & Client Manager who are

supporting the RD

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Identify lessons learned from first Customers VCE meetings

Assess current account landscape, relationship & VCE Status

Define Action Plan

Objectives of VCE Account Review

By the end of the session, the participants should be able to

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Agenda of Regional VCE Account Reviews

Kick off & introduction (RD) – 5’

Return of Experience on VCE at customer (roundtable) – 30’– How did you position VCE? To Whom? In which context?– What was customer’s reaction? Next steps?– What can we do to improve

Call to Actions & Wrap up (RD) – 5’

Start End Duration Sales Rep Account BDM CM8:00 10:00 2:00 John Doe Supercopter Brian Fox Simon Templar

10:00 12:00 2:00 Jane Wright Megaplane Brian Fox Simon Templar

12:00 12:30 0:30 all working lunch  

12:30 14:30 2:00 Arnold White Rocketstar Brian Fox Jacke Flight

14:30 16:30 2:00 Manfred German Systemconcept Alexander Mittwoch Jacke Flight

16:30 18:30 2:00 Mike Awasome ServicesTop Alexander Mittwoch Jacke Flight

18:30 18:45 0:15 all wrap up  

Double click on the table to insert your own agenda. Please note

that all SR can attend the beginning and wrap up but each SR can come in and out for the review and do other business activities when not presenting

Account Review/Plan Template

Customer NameAccount Team

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This template is provided for guidance in preparing an Account Review/Plan. It is intended to help assist with strategy and communicate the most relevant information such as background, vision, resources, and actions. Each account team and leader is encouraged to utilize the concepts as good “basic hygiene” and adapt for their own specific situations and styles.

GUIDANCE

17© 20011 PTC

Agenda – Account Review/Plan

Account Overview

Executive Org Chart & Insight

PTC Account Team

PTC Whitespace

Current IT Landscape

PTC Account History, Revenue and Activities

Opportunity Landscape

Leading Indicator Activities

Account Goals for FY 2012

Critical Corporate Support Needs

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Company Name - Account Overview

Ranking 20th largest U.S. manufacturer (2010 list, Industry Week).

Employees 220,000 employees (2010)67% outside the U.S.

Revenues $42.7 B (2010)

Net Income $3.2 B or $.12 per share (2010)

Business Definition What products do they make? What does the company “Do?” What is their market? Who are their customers?

Corporate Strategy/Mission Corporate Goals/Initiatives

Overall Business Condition Growing/Stable/Declining, Market share

Industry Drivers What are the trends?

Competitors Who do they compete with? How do they differentiate?

Significant Recent Events Press Releases, Mergers, Re-orgs, etc.

© 2011 PTC

Sample Data

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Corporate Objectives

(Revenue / Profit)

Risks & Critical Capabilities

(PTC Segment Tie-In)

Business

Strategies

(“What To Do”)

• VCE Overview• Pertinent Best Practices from PTC VRM

• Be /Remain the Industry Leader• Increase Shareholder Value

• Drive Growth

Business

Initiatives

(“How to Do It”)

PTCApproach

Best Practices

• Penetrate new markets (Innovation)• Organic Growth of Product Lines

• Cost Control to Fund Business• Expand Distributor Network to Increase Sales Volume

• Best Practices to Drive Cost Efficiency and Corp. Governance• Relocation/Closure of Plants

• Consolidate Supply Chain• Technology Consolidation

• Specific risks called out in 10-k, 10-k, Analyst call• Critical Capabilities from PTC VRM

Value Pyramid

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Jim SmithCEO

Glen MillerEnterprise Transformation

Jody ParkerEVP Quality

Tom MirekCFO

Bob JonesCOO

Ron AbbotVP Tactical

Jeff PetersVP Tech Ops

Rick EdwardsJCM PM

Gene HalloquePM MULE

Rick MagnussPM Netfires

Dwight JacksonCIO

Darcy SettyDirector, IT

Cal ScotDirector, IT

Ron LeachDirector IT

Gerald SmithDirector IT

Harvey GrossEVP Ops

John SmithSVP Finance

Don WilliamsSVP Jim Duggan

Director

Sam PerkinsDirector,

Ann WalkerDirector,

Company Name – Executive Org Chart

Indicate “Star” for Target Relationships

Indicate “I” for “INFLUENCE” in PTC Decisions

Indicate “A” for “AUTHORITY” in PTC Decisions

Indicate “C” for Champion

Indicate “E” for “ENEMY”

IA

A

A A A

I

I

I

A

Sample Data

CE

CC

E

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Company Name – PTC Account Team

© 2011 PTC

Position Rep Name Office Location

GAM Tom Kluckman Lisle, IL

RD Joe Elliott Brookfield, WI

Local SASR Brian Davis Brookfield, WI

Local SASR Jeff Lightner Vista, CA

I*Center Bruce Hulse Needham, MA

GSO Lynn Ann Morris Arlington, TX

TAM N/A N/A

Executive Sponsor Bob Ranaldi Needham, MA

Services Partners N/A N/A

Sample Data

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Company Name – PTC Whitespace

Customer Creo

Par

amet

ricCr

eo D

irect

Creo

Ele

men

ts/D

irect

Creo

Vie

wOth

er C

reo

mod

ules

(i.e.

AAX

, Fle

xible

Mod

elin

g, IS

DX,

Simul

ate)

MCA

D CN

SW

C PDM

Link

WC P

roje

ctLin

kW

indc

hill

Prod

uct

Anal

ytics

Win

dchi

ll Qua

lity

Solu

tions

Other

WC

Mod

ules

(i.e

.

Parts

Link,

RoHS,

MPM

Link)

Win

dchi

ll CN

SIn

tegr

ityM

athc

adAr

borte

xtVi

sion

Asse

ssm

ent

PTC

Unive

rsity

TotalsCustomer Name 33

0000000

TOTALS 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 33

OBSERVATIONS: (What trends, territory information, sales process information ACTION Plan:

Instruction: Double Click Excel Table to edit. Please enter one line for each significant division of the company

Red = Little or no install in this area of opportunityYellow = Average amount of install and/or competitive targets in this area of opportunityGreen = Significant PTC install base in this area of opportunity

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Company Name – Current IT Landscape

© 2011 PTC

Relevant Systems Current Solution/Provider # of SeatsIT Spend ($)

Years Deployed Issues/Comments/Satisfaction Level

Systems Integrator

CAD

ECAD

PLM

PDM

ERP

Requirements Mgt

Hardware

Project Mgmt

Visualization

Instruction: edit as appropriate to the customer’s current landscape

24© 2011 PTC

Company Name - PTC Revenue Trends

License Consulting Training Services Maintenance Total L&S Total203,850$ 458,709$ 132,859$ 591,568$ 1,853,626$ 795,418$ 3,240,612$

1,434,828$ 491,736$ 344,814$ 836,550$ 1,979,953$ 2,271,378$ 5,087,881$ 176,586$ 419,026$ 92,586$ 511,612$ 1,930,934$ 688,198$ 3,130,744$

1,866,086$ 615,046$ 992,597$ 1,607,643$ 2,071,732$ 3,473,729$ 7,153,104$

Q1 500,000$ 500,000$ 100,000$ 600,000$ 200,000.0$ 795,418$ 1,900,000$ Q2 750,000$ 550,000$ 150,000$ 700,000$ 300,000.0$ 795,418$ 2,450,000$ Q3 1,000,000$ 600,000$ 200,000$ 800,000$ 400,000.0$ 795,418$ 3,000,000$ Q4 150,000$ 650,000$ 250,000$ 900,000$ 500,000.0$ 795,418$ 2,450,000$

Total 2,400,000$ 2,300,000$ 700,000$ 3,000,000$ 1,400,000$ 3,181,672$ 9,800,000$ 1,200,000$ 800,000$ 200,000$ 1,000,000$ 2,800,000$ 2,200,000$ 6,000,000$

Forecast

FYR

2011201020092008

2012

2013

Actuals

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

2008 2009 2010 2011 2012 Forecast 2013 Forecast

License

Services

Maintenance

Instruction: Double Click Excel Table to edit

VPA Renewal Date: (If Applicable)

Sample Data

Please check with Sales Ops for available data

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Company Name – Opportunity Landscape

© 2011 PTC

Current Opportunities Dashboard

PTC Opportunity Q1 Q2 Q3 Q4 Technical Political Commercial NotesOpportunity Description

Opportunity Description

Opportunity Description

Opportunity Description

Opportunity Description

FY 2012 License Forecast

Instruction: double click to edit. In color fields, 1=Red, 2=Yellow, 3=Green. Type this number in the field and only the color will appear.

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Company Name – Leading Indicator Activities

Activity StatusAction Plan

(who, what, by when)

Corporate Visit

Executive to Executive Meeting

Value Modeling Appraisal / Diagnostic

Validation Events

Client Value Roadmap

Client Value Scorecard

Governance Framework

© 2011 PTC

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Company Name – Account Goals for FY 2012

Please elaborate on your specific goals for the account, including items such as sales strategy, executive relationships, revenue, displacement opportunities, etc.

© 2011 PTC

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Company Name – Critical Corporate Support Needs

Please specify any needs you have for this account that are critical to your ongoing success.

© 2011 PTC

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Back up slides

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VCE Customer / Opportunity Assessment & Action Plan

Status Current State Moving Forward

VALUE

Value model

•What do we know about their strategic goals?•What do we know about the customer’s view

of business value?•What do we know about what they’re doing to

achieve that business value?

• What do we need?• What should we do

now?• By when?

• Who do we need involved from PTC?

• Who do we need from the client?

PLAN

Roadmap

• Is there a Client Value Roadmap in place?• Does the current roadmap include all the

essential elements and alignment?•Does the client understand the importance of a

Client Value Roadmap?

• What do we need?• What should we do

now?• By when?

• Who do we need involved from PTC?

• Who do we need from the client?

DECIDE & MANAGE

Governancemodel

•What do we know about the customer point of view on project and program governance?

•What governance is in place?•Have the key business stakeholders been

identified? Do we have relationships?

• What do we need?• What should we do

now?• By when?

• Who do we need involved from PTC?

• Who do we need from the client?

32Copyright ©2011, PTC

Simple VCE Checklists

Roadmap Do we have agreement on

the development of the CVR as an essential deliverable?

Have we considered the status of any current ‘roadmap’?

Do we understand the most important customer business Initiatives?

Do we understand the customer product development AS-IS ‘landscape’?

Have we graphically depicted the breadth of the PDS footprint relative to the customer environment?

Governance Have we presented and

discussed the intent of the VCE governance model with the champion or sponsor?

Is there existing governance in place that sufficiently addresses the scope of the roadmap?

Do we have agreement on development of the governance model moving forward?

Do we have a list of stakeholders that is aligned with the opportunity scope?

> Value Have we identified and

understand key customer business challenges and overall drivers?

Do we understand how the customer defines strategic value?

Do we understand what the customer is doing today to try to achieve that value?

Have we presented and discussed the Total Value model with the champion or sponsor?

Do we have agreement on the scope of the PTC Value Model moving forward?

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EXAMPLE - Analysis Results Dashboard

Copyright ©2011, PTC

Status Current State Moving Forward Owner(s)

VALUE

•We have limited visibility to corporate strategies, no executive connections•Customer is focused on engineering processes and quality improvements

• What do we need?• What should we do now?

• By when?

• Who from PTC?• Who from

customer?

PLAN• Roadmap is only for project work focused on Engineering• Creo license updates are planned next qtr

• What do we need?• What should we do now?

• By when?

• Who from PTC?• Who from

customer?

DECIDE & MANAGE

• Working 2 tier model (Steering Team and Working Team). Participation is sporadic, value is questioned• Quarterly meeting to discuss issues. Also gives access to other parts of business?

•What do we need?•What should we do now?

•Who do we need from the client?

•Who from PTC?•Who from customer?