How do you get a CEO's attention? How do you make sure he knows about your company before your best sales person knocks on his door? Winsper Inc. ...

1. Reaching the C-Suite October 2007 Jeff Winsper President Winsper, Inc. 617-695-2900 [email_address] 2007 all rights reserved

2. How the marketer sees the arrow Great graphic—easy to see for retrieval in woods Tungsten tip arrowhead for weight, balance & durability Ash shaft to give strength & flexibility to reduce shattering on hard objects Perfect twining on the lathe & high gloss varnish for true flight through air Metal hilt extra long to prevent head detachment Military grade wire bindings won’t loosen Great aerodynamic hawk feathers for low drag & high rotation Nylon bowstring catch will not split Rabbit fur on all feather connections Perfect old growth grain eliminates warping

3. How the target needs to see the arrow (if it is to reach the target)

7. Involvement changes during the buying cycle Authorize/ Approve Select Evaluate/ Recommend Define Requirements & Architecture Exec. IT Mgmt. IT Mgmt. IT Staff LOB Corp. Mgmt. Exec. Corp. Mgmt. Data reflects rating of Very Involved Most Critical Influencer at Each Stage Initiate Business Drivers CMP Technology 2006 Purchase Process Study November 2006

8. Who does the CIO talk to? Source: State of the CIO, 2007, CIO Magazine Business Drivers IT staff IT steering committee CFO CEO LOB mgmt. Other corporate mgmt. COO Other CSO None of above 50% 42% 44% 47% 54% 41% 23% 7% 3% 1% Technology Investment by Committee Q: Who do you meet with to make decisions about investments in technology?

9. Today’s Business Drivers Near-Term Growth Opportunities IT CEO Revenue & Earnings Growth CFO Compliance CMO Customer Management CIO Dynamic Enterprise Source: IDC US Business Drivers

14. C-Suite—Social Changes Relationships Source: PWC 10th Annual Global CEO Survey 2007 9 out of 10 corporate leaders are doing more than they did 5 years ago to incorporate environmental, social, and political issues into their firms’ core strategies.

17. Today’s Executive Suite Relationships Source: The New Yorker, WIRED and Golf Digest, C-Level Portraits Study 34% The Blue Chips 21% The Visionaries 23% The Main Street Movers 22% The Tech Influencer

20. The Three Amigos: CEO, CIO, and COO Time Spent On… Reporting Structure CIOs who report to CFOs Have the budget of CIOs Who report to CEOs Source: State of the CIO, 2007, CIO Magazine Relationships

21. CIO Archetypes INNOVATION AGENT Strategist who drives business change–and leaves the details to others OPERATIONAL EXPERT Rolls up sleeves and meets the challenges of the business head-on TURNAROUND ARTIST Relishes the challenge of fixing broken IT situations BUSINESS LEADER Straddling the business-technology divide, this archetype relies on communication and collaboration to get the job done Source: State of the CIO, 2007, CIO Magazine Relationships

23. People Insights Source: GartnerG2/Insight Express March 2005 C-level n=680, Top Mgmt 1000+n=180 Relationships

24. Where do they get information? Relationships Source: Forrester Research, Inc. Which vendor information sources do your decision makers rely on to make or substantiate technology product decisions? Web sites Sales interactions Collateral Events Multimedia content Ads: online or traditional Press/PR Direct solicitations TV/Radio 75% 50% 51% 52% 59% 63% 69% 40% Base: 119 CIOs 49% of CIOs say product information is easy to find on the Web, but only 39% go to the Web first when researching 78%

25. Executive Media Consumption Source: GartnerG2/Insight Express 2006 Relationships Internet (excludes email) TV Radio Newspapers 39% 12% 22% 16% Magazines 11%

26. Where is the Internet used? At Home At Work At School or Library Other 84% 9% 72% Internet consumption happens at work and home Source: 2007 Spring MRI 7% Relationships

27. Internet consumption is large and growing 5+ Times/Day 2 – 4 Times/Day Once/Day 3 – 6 Times/Week 1 – 2 Times/Week Less than 1/Week 79% 3% 3% 9% 2% Source: 2007 Spring MRI 20% Relationships

28. Websites searched within last 30 days AOL Ask.com Excite Google Lycos MSN 16% 57% 4% 31% 58% SEO and PPC are critical Source: 2007 Spring MRI Netscape Yahoo 74% 19% 2% Relationships

29. Community-Based Media on the Rise But Not Yet a Staple for Business-to-Business Tech Buyers % Using with a frequency of about once a month or more How frequently do you currently use/will use next year each of the following media sources to get information relating to your job or to help you make technology decisions? Relationships Currently Next Year IT Corporate Streaming audio/video Social networks RSS feeds Blogs Podcasts Streaming audio/video Social networks RSS feeds Blogs Podcasts

30. How to use your network to influence them Which of the following sources do you rely on for information relating to your job or to make technology decisions? Source: CMP 2006 Relationships Executive IT Management Executive Corp. Management 66% Peers/colleagues within company 72% Analysts/Research firms 6% Social networks 14% RSS feeds 6% Podcasts 12% Social networks 25% Enterprise search 35% Enterprise search 18% Blogs 18% Blogs 55% Industry conferences 64% Peers/colleagues within company 53% Analysts/Research firms 61% Industry conferences 2% 28% 34% 37% 41% 43% 47% 53% 70% RSS feeds Vendor sales people Vendor-sponsored seminars Vertical search 3 rd party-sponsored seminars 3 rd party-sponsored Webcasts Vendor-sponsored Webcasts General search engines Peers/colleagues outside company 7% 39% 43% 51% 52% 54% 54% 57% 86% Vendor-sponsored Webcasts Vendor sales people 3 rd party-sponsored seminars General search engines Vendor-sponsored seminars 3 rd party-sponsored Webcasts Podcasts Vertical search Peers/colleagues outside company

33. What do they look for in a supplier? Executives are departing from arrangements based solely on low cost and focusing on relationships Based entirely on lowest cost or lowest price Allows for supplier participation in determining cost savings and their distribution Shares cost and technical data openly for mutual benefit Is fully aligned in cost and business benefit objectives Other Don’t know/Refused Bar 2 7% 6% 29% 25% 18% 15% Source: PricewaterhouseCoopers Global CEO Survey 2006

38. Case Examples “ I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now—what was it you wanted to sell me?”

41. Siemens—Phase 1

42. Siemens—Phase 2

45. Step 1: Call: Something is coming, gauge awareness. Step 2: High Impact Mailer with high value offer: KPI Report Step 3: Drive to PURL Step 4: Flat mailer Step 5: Telesales follow-up

46. PURL

48. THANK YOU Jeff Winsper President Winsper, Inc. 617-695-2900 [email_address]