1. Sales Collateral Matrix - 2006
All collateral posted to documents tab in salesforce.com (https://ssl.salesforce.com) using naming format: CLP-#.#/CollateralName
Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)
No. Name
1 Y 0.0 General Case studies • Suspects & • Establish company credibility PDF Castro 1.0 So. States
N Demand Prospects • Communicate success in stages 1.0 Enporion
N Generation • Partners • Define key vertical target areas 1.0 BAT
N • Sales • Summarize why client selected Skyway 1.0 Veolia
N 1.0 GT Software
N 1.0 DomainTech
2 N 0.0 General Company fact • Suspects & • Establish company as successful firm with a PDF Castro 1.0
Demand sheet Prospects purpose, vision, mission, leadership, and value
Generation • Partners • Establish credibility
• Sales • Inform audience about Skyway
3 N 0.0 General Company • Analysts • Establish company as successful firm with a Power Castro 1.0
Demand presentation • Suspects & purpose, vision, mission, leadership, and value Point
Generation Prospects • Establish credibility
• Partners • Inform audience about Skyway
• Sales
4 N 0.0 General Company • Analysts • Establish company credibility PDF Castro 1.0 Need 10
Demand reference • Suspects & • Define key vertical target areas
Generation client list Prospects • Summarize why client selected Skyway
• Partners
• Sales
5 N 0.0 General Competitive • Suspects & • Clearly identify how the product stands above the Power Castro 1.0 Align by key
Demand analysis deck Prospects competition Point SODA
Generation • Sales • Convey key market & product feature trends segments
• Present preliminary information on Skyway
product releases
6 N 0.0 General Elevator • Suspects & • Define USP for product PDF Castro 1.0 • 15 sec
Demand pitches & Prospects • Determine key statements of distinct and version
Generation USPs • Partners compelling value compared to others • 30 sec
• 60 sec
7 N 0.0 General FAQ document • Suspects & • Self serving Q&A document to drive Skyway USP PDF Castro 1.0
Demand Prospects • Determine key statements of distinct and
Generation • Partners compelling value compared to others
8 N 0.0 General General Sales • Suspects & • Library of messages, formats, and expected HTML Castro 1.0
Demand prospecting Prospects outcomes to appeal to a wide variety of
Generation email audiences
templates
Skyway Software, Inc. Confidential Page 1 of 5 10/26/2006

2. Sales Collateral Matrix - 2006
Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)
No. Name
9 N 0.0 General Non-technical • Business • Provide general company, product, or market PDF Castro 1.0
Demand white paper decision interpretation information
Generation maker • Generate interest in exploring Skyway
10 N 0.0 General Press releases • Suspects & • Increase product awareness PDF Castro 1.0
Demand Prospects • Celebrate product or customer successes
Generation • Partners
11 N 0.0 General Product • Analysts • Summarize key features and benefits PDF Castro 1.0
Demand backgrounder • Suspects & • Overview of market, product, and company
Generation Prospects
• Partners
• Sales
12 N 0.0 General Product • Analysts • Create general product awareness PDF Castro 1.0
Demand brochure • Suspects and • Establish credibility
Generation Prospects • Satisfy questions on basic features and benefits
• Business from Business and Technical Decision Makers
Decision
Makers
• Partners
• Sales
13 N 0.0 General Product • Analysts • Depict a tabular comparison of competing PDF Castro 1.0 Top 3
Demand comparison • Suspects & products differentiators
Generation table Prospects • Competitive “rant” (12 total)
• Partners
• Sales
14 N 0.0 General Product • Engineers • Demonstrate product technical compatibility PDF Castro 1.0
Demand datasheet • Technical
Generation Decision
Makers
15 N 0.0 General Product • Analysts • Provide brief corporate summary Power Castro 1.0
Demand presentation • Suspects and • Create product awareness Point
Generation Prospects • Satisfy questions on basic features and benefits
• Partners from business and technical decision makers
• Sales
16 N 0.0 General Product • Sales • Describe value our product creates for a PDF Castro 1.0
Demand positioning • CEM Customer
Generation template • Provide underlying message for collateral
17 N 0.0 General Sales axioms • Sales • Confirm internal understanding of products
Demand fundamental concepts
Generation
Skyway Software, Inc. Confidential Page 2 of 5 10/26/2006

3. Sales Collateral Matrix - 2006
Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)
No. Name
18 N 0.0 General Technical • Technical • Answer TDM’s technical questions PDF Castro 1.0
Demand white paper Decision • Create clear understanding for the technical level
Generation Makers & of product capabilities
Influencers • Generate strong interest in implementing the
• Analysts solution
19 N 0.0 General Webinar • Suspects & • Establish company credibility
Demand success story Prospects • Communicate success in stages
Generation presentations • Partners • Define key vertical target areas
• Sales • Summarize why client selected Skyway
20 N 0.0 General Web site and • Analysts • Inform visitiors of key company information and HTML Castro 1.0
Demand web-based • Suspects and product features and benefits
Generation tools Prospects • Provide easy access to key marketing collateral
• Business • Provide wide variety of follow up contacts
and
Technical
Decision
Makers
• Partners
• Sales
21 N 1.0 Qualify Qualification • Sales • Drive to Step 2.0 PDF Castro 1.0
Prospects script
22 N 1.0 Qualify Problem • Analysts • Drive to Step 2.0 PDF Tasar 1.0
Prospects Solution • Suspects & • Create clear understanding about how product (and
Features Prospects works Castro)
Benefits • Partners • Demonstrate key features and benefits
template • Sales
23 N 2.0 Confirm Pain Point • Suspects & • Drive to Step 3.0 PDF Castro 1.0 CIO
Interest & summaries for Prospects • Define market problems and root causes while CTO or
Create all user • Partners conveying Skyway as logical solution Architect or VP
Sponsorship audiences • Sales AppDev
IT Manager or
Sr Developer
24 N 2.0 Confirm POV • Analysts • Drive to Step 3.0 Power Castro 1.0
Interest & • Partners • Market and strategic focus with limited product Point
Create • Sales information
Sponsorship • Summarize 3 game changing capabilities
• Provide customer testimonials
• Serve as foundation for additional technical
marketing docuemnts
Skyway Software, Inc. Confidential Page 3 of 5 10/26/2006

4. Sales Collateral Matrix - 2006
Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)
No. Name
25 N 2.0 Confirm ROI Deck • Prospects • Drive to Step 3.0 Power Castro 1.0
Interest & • Partners • Generate interest in learning more about product Point
Create • Provide quantifiable value delivered by product
Sponsorship (using key Customer cost savings information)
26 N 3.0 Create Demo deck • Prospects • Drive to Step 4.0 Power CEM 1.0
Value • Short • Partners • Clarify any areas of confusion about product Point Team
Proposition version • Generate interest in learning more about product (and
• Long version • Present product key features and benefits Castro)
27 N 3.0 Create Face-Off • Prospects • Drive to Step 4.0 PDF 1.0
Value document • Partners • Address competitor claims on Skyways
Proposition limitations
• Provide professional responses
28 N 3.0 Create Initial • Prospects • Drive to Step 4.0 Castro
Value assessment • Partners • Provide needs-assessment results (using key
Proposition document Customer data)
29 N 3.0 Create Question to • Prospects • Drive to Step 4.0 PDF Castro 1.0
Value ask document • Partners • The FUD document
Proposition • Provide questions for Prospects to ask OUR
competitors regarding key benefits needed
• Provide professional responses
30 N 3.0 Create Sales proposal • Prospects • Drive to Step 4.0 Word Castro 1.0
Value template • Partners • Tell a consistent story to prospects
Proposition • Answer all potential questions and objections
• Determine if prospect is good fit with product and
has good chance for success
31 N 4.0 Execute CEM training • Customers • Drive to Step 5.0 Power CEM 1.0
Initial Project module Point Team
(and
Castro)
32 N 4.0 Execute Initial project • Customers • Drive to Step 5.0 TBD CEM 1.0
Initial Project overview & Team
Proof of (and
Concept Castro)
33 Y 4.0 Execute Price files • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0
Initial Project
34 N 5.0 Create Beta overview • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0
Customer
35 N 5.0 Create License review • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0
Customer sheet
Skyway Software, Inc. Confidential Page 4 of 5 10/26/2006

5. Sales Collateral Matrix - 2006
Doc SFC? CLP Step Collateral Audience Key Marketing Objective Format Owner Version Note(s)
No. Name
36 N 5.0 Create Service fee • Customers • Drive to Step 6.0/upsell opportunity PDF Castro 1.0
Customer review sheet
37 N 6.0 Conduct Customer • Customers • Drive Repeat Sale opportunity Power Support 1.0
Customer support Point Team
Care training (and
module Castro)
38 N 6.0 Conduct Customer • Customers • Drive Repeat Sale opportunity PDF Support 1.0
Customer survey and Team
Care scorecard (and
document Castro)
39 N 6.0 Conduct License • Customers • Drive Repeat Sale opportunity PDF Support 1.0
Customer upgrade Team
Care overview (and
Castro)
40 N 6.0 Conduct Referral & • Customers • Drive Repeat Sale opportunity PDF Support 1.0
Customer testimonial Team
Care scripts (and
Castro)
41 N 6.0 Conduct Support ticket • Customers • Drive Repeat Sale opportunity TBD Support 1.0
Customer overview Team
Care (and
Castro)
CLP Notes:
0.0 General Demand Generation
1.0 Qualify Prospects
2.0 Confirm Interest & Create Sponsorship
3.0 Create Value Proposition
4.0 Execute Initial Project
5.0 Create Customer
6.0 Conduct Customer Care
Skyway Software, Inc. Confidential Page 5 of 5 10/26/2006