Growing the Adobe business

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Growing the Business: Tales of Wisdom from India Sales TeamVineet Sood | SMB Sales - India

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Congratulations! | FY’15 will be your year


YOU are the guy who’ll decide where to go


You’ll be on your way UP!


Out there things happen…

Promos will Get Over Low hanging fruit is Eaten

New APC will be Institutionalized The Data you are left with is Incorrect


Stop & Evaluate your Options!


Your Playground in Fy15

Un

its

Customers

NEW(Unknown)

EXISITING (Known)

NE

WR

EPE

AT

Migration

Believers Expansion

Acquisitions

Expansion


3.5m @ Cake Walk: Everyone else is just Waiting…

Tougher Grind Ahead

People don’t like to be Sold to but they like to

Buy

Migration


Some of you will Broaden your Outlook Acquisitions

Addressable Market

Install

Base

From “Fishing where to Fish” to…..

….“Fishing where the Fish Are”

Right Place

Right Bait

Good Haul

Aquistion Market

Install

Base


Honeycombs: Creating Demand vs Fulfilling Needs

Honeycombs

Tightly defined

Typical Use Case

Similar Pain Point

Focus on Selling Profit

Aquistion Market

Migration Base

Pharma Aviation

Oil & Gas

Maritime

Law Firms

Defense AEC

Biotech Freight

Social Mktg

Interactive Agencies

OoH

Event Mgmt

Media Agency

E-CommerceInternet/SEO

Animation

Gaming

Mobile Apps

UX / UI Creative

Graphic Designers

FMCG Packaging

Retail

Apparel

F&B

Jewelry

S/w dev

Mobile Dev

BPO

E-learning

Web Design


You’ll decide which Honeycomb to pick

It’s a ocean..

Apparel

E-Learning

Mobile App

Packaging

Pharmaceuticals

Real Estate

Jewelry

Software Dev.


Inside the Honeycomb.. 1. Apparel & Fashion

“Apparel Exporter” Campaign

Universe: 20,000 org Db source: Industry

Body

Filters: Employee Size >100

Turnover> $10mn 10 or more Merchandisers

Manufacturer

Exporter

Buying House

Retailers

Fashion House

Offer for Apparel Industry

Apparel/Textile/Furnishing/Accessories

Fashion Designers

Graphic Designers

Merchandisers

Fashion Interns

Campaign Size 2000 co.’s

(Phone + Webinar + Resellers)


Education

Product/Sales

Industry Specific

IT Training

Process/Skill

Compliance

… 2nd honeycomb example: 2. E-Learning

INSTRUCTIONAL DESIGNERHead of E-Learning / Content Developer

Visual Designer / Technical Writers

GRAPHIC TOOLS

CONTENT DEV. TOOLS

Content

CMS

Delivery

LMSMigrating Legacy ContentContent Delivery across devices

$500m Industry @ 20% CAGR100K people & 80% offshoring

INDUSTRY OVERVIEW

Database = 500 companies

Pain

Poin

ts

White Papers

Presentations

Peer Notes

Research docs

Ref Books

Interactive

Video + Animatio

n

Any Device


..and 3. Mobile App

Mobile App Dev

S/w Dev

Animation

Gaming

Web Design

Start Ups

Process Flow

Wireframe

Storyboard

UI/U

X d

esi

gn

Write Once, Run Anywhere

Native Web Hybri

d

For any campaig

nIndustry

OV

Workflow

Pain Points

Target Audience


Before you March with your Army

Week 1Data

Collection

Week 2

Nurture

Week 3Classificati

on

Define Universe

Contact Generation

Hook eDM Call 1 Webinar

Call 2Classificati

on of contact

Sales Leads

MigrationUnpaid UserFuture

Prospect

Trigger Point Identification

LEAD FACTORY

General

SIZE• Employees• TurnoverTypeOffering

Specific

Purchase History• LWS2 Contact Details# of Creative’s

Secondary

Key CustomersLinkedin/Monster Career Section


Sometimes – You will face up to your customers

Identify Show-

Up


You’ll reach a place where you could sprain your ankle or two

What

Expansion


There are game to be WON…… CLM

Renew (90 Days to Anniversary)Notify customer Assign reseller / ABD

Nurture (Day 120 & 180)Confirm Active Use Highlight Threat cases

Educate (Day 60) Onboarding Links/Videos Capture Multi-User info

Database Creation (Day 0)Account Prioritization Assignment in CRM

What

Expansion


You will score BIG points ..

19

20%+ Upsell on Install Base with CLM

Live CRM with reporting mechanism• Quarterly Attrition forecast

• Risk Cases

Scalable Process & Low Cost

Ready for ABDImmediately

Insource or Outsource

One Stop reporting

Expansion


Ready for anything under the sky

Full-filmen

t

InstallBase

Lead Factor

y

Units

APC Migration

Units

Acquisition

Units

Lic Mgmt

SalesNurtur

e

Units

Units

CLM+ Expansion

Run Rate LWS Databases


Your Mountain is Waiting ! So get on your way…
