tibco spotfire mark lorion
Post on 02-Dec-2014
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MassTLC Seminar: Go-To Market Strategy & Planning Mark Lorion VP Marketing Spotfire Analytics Division TIBCO Software
Company/Product Overview
• For line-of-business managers and data analysts at global enterprises
• Who are dissatisfied with rigid BI reports (business intelligence software) that don’t answer questions and require IT support to modify
• Our approach offers a user-driven and visual approach for looking at data
• That rapidly uncovers new insights that lead to business opportunities, avoids threats, and helps people make better decisions
• Unlike traditional Business Intelligence
• Spotfire is an Analytics & Data Discovery software platform that provides dimension-free data exploration and freeform user control to ask and answer new questions at the speed of thought
Spo$ire acquired by TIBCO So5ware ($1+B rev) in 2007 AnalyCcs so5ware sold to enterprises in numerous verCcal markets $xxxM OperaCng Unit w/ xxx employees Field teams in throughout Americas, EMEA, APAC
Our go-to-market planning
Corp and Division
Objec2ves
Yearly Business & Marke2ng
Plan
Pla=orm Roadmap
“Plays” (limited set of cross-‐func2onal ini2a2ves à org alignment and
scale)
Playbooks executed & evaluated quarterly
Segmenta(on
Our go-to-market map (2010 sample)
Viral + Awareness Play ($$$)
$$$
US
$ $$ $0 (Sales driven)
EU
APJ
FSI Play
LS Play (clinical) Channels Play
CPG
Rela(ve Marke(ng Programs Investment
TIBCO Play
LS Play (research)
Telco Manufacturing
Energy Government
FSI Play
LS Play (clinical) Channels Play TIBCO Play
LS Play (research) Energy
Telco Manufacturing
CPG
LS Play (clinical)
LS Play (research)
FSI Play Channels Play (China)
Manufacturing
“Silver Spo=ire” ($$)
The “Plays”
OVERVIEW TACTICAL OPTIONS
Objectives: § Sell risk analytics solutions to banks, I-banks, Insurance Co.,
Asset managers, Hedge funds, and corporations § REVENUE POTENTIAL: ____ § EXPECTED INVESTMENT: ___
Audience § VP, Group Risk Mgmt, VP Cap. Mgmt, Trading
Management at major banks § Head of-- Modeling and Research/Actuarial Team/Trading
Message: § Respond to changing competitive and regulatory landscape
more quickly, effectively and confidently § Empower analysts and decision makers to explore and
interrogate data to gain more complete understanding § Deploy real-time data processing and visual /statistical
analytics to uncover/discern hidden trends in data Offering:
§ Enterprise Risk Aggregation “solution” § Credit risk modeling and performance monitoring “solution”
Primary Competition: § SAS, @Risk, FactSet, R, MatLab, SPSS, Algorithmics § Internal apps (Excel, Homegrown applications)
Competitive Edge: § Open, adaptable, and scalable modeling platform § Fast, intuitive multi-dimensional, user-driven visualizations § Complete data spectrum capabilities – from inputs, quality,
analysis, to post-processing reporting and visualizations § Greater range of visualization and computational capabilities
Demand Support § Conferences: RiskMinds Geneva, GARP NYC 2/10 § Outbound: telemarketing program to reach named list of
prospects, email db and lists for webcast series § Inbound: Develop thought leadership content – Magazine
articles, speaker slots at events, purchase magazine space for columns/editorials; consider blogging series on Cap Markets trends re Risk
§ Web—PPC, Banner ads (GARP, MashRisk Network, others), rationalize website and upgrade concentration of keywords
§ Webcasts -- SF/S+ risk related series, 1/mo, RiskCenter, Fierce Finance email blast for each event; E&Y compliance series, 6/yr, audience is across verticals; Reuters, 3/yr SF use as embedded provider of visual analytics
Equip Sales: § New “solution” demos are required with support kits – based off
XYZ customer deals in 1H’09 § Flash tours (4) Develop between 12/09 and 6/10 § A dedicated presales resource needed in each major GEO! § Bloomberg subscription (share cost with Energy Play)
Partners/Resellers/OEM: § Leverage ptship with Reuters, CapitalIQ for go-to-market
programs § Enable resellers with sales kits and investigate co-mkting oppty
Product Enhancements: § Updating time series data; 3d surface plots; Standard
distribution reference curves; Custom calendar capability; Weighted average, cumulative return; Productize FinMetrics and NuOpt; Bloomberg Data connection (1-Historic data, 2-’real time’ data)
A best practice for us… The Play Card Risk & Financial Services Play (2010 Sample)
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