SALES AND GTM JOHN SCHWEITZER

CHIEF CUSTOMER OFFICER

2 | © 2019 Software AG. All rights reserved. For internal use only

This presentation includes forward-looking statements based on the beliefs of Software AG management.

Such statements reflect current views of Software AG with respect to future events and results and are

subject to risks and uncertainties. Actual results may vary materially from those projected here, due to

factors including changes in general economic and business conditions, changes in currency exchange,

the introduction of competing products, lack of market acceptance of new products, services or techno-

logies and changes in business strategy. Software AG does not intend or assume any obligation to update

these forward-looking statements.

This presentation constitutes neither an offer nor recommendation to subscribe or buy in any other way

securities of Software AG or any of the companies that are members of the Group at present or in the

future, nor does it form part of such an offer and it should not be understood as such. This presentation

does not constitute an offer of sale of securities in the United States of America. Securities may not be

offered or sold in the United States of America without registration or exemption from registration in

accordance with the U.S. Securities‘ Act of 1933 in its currently valid form.

SAFE-HARBOR-STATEMENT

3 |

THE STRENGTH OF OUR FOUNDATION

TRUSTED

BRAND

10K

CUSTOMERS

FINANCIAL

STRENGTH

20%+

PRODUCT

INNOVATION

10+

ANALYST

LEADERSHIP

OP. CASH FLOW /

REVENUE

© 2019 Software AG. All rights reserved.

4 |

EVOLVING SALES AND GO-TO-MARKET

FOCUS EXECUTE

Specialization

Sales Coverage

Geographies MARKET

IMPACT

Customer Experience

Alliances and Channels

Sales Operations

© 2019 Software AG. All rights reserved.

5 |

SPECIALIZED ACCOUNT EXECUTIVE: SALES BAG AND ROLE

SPECIALIST

ROLES TO

PERSONAS

TARGETED

SALES BAGS

MARKET

FOCUS

1

2

3

Professional

Services

Customer

Adabas

Natural

Integration &

API

IoT & Analytics

Business

Transformation

Personae

Markets

NAM

DACH

EMEA

LATAM

APJ

……… iPaaS ……… Process

Mining ………

IoT

Platform

© 2019 Software AG. All rights reserved.

6 |

FOCUSED GEOGRAPHY

Sweden

Switzerland

B+Lux Netherlands

China Canada

Japan Australia

Korea Brazil

Italy South Africa

France

UK

Germany

USA

Spain UAE

Biggest

market

opportunity

Best

established

footprint

BIGGEST MARKET IMPACT

© 2019 Software AG. All rights reserved.

7 |

FOCUSED SALES COVERAGE

NEW

LOGOS

GROW

SHARE OF

WALLET

NEW

CHANNELS

1

2

3

Strategic

Account

Manager

Enterprise

Account

Manager

Territory

Account

Manager

TERRITORY ACCOUNTS

STRATEGIC ACCOUNTS

ENTERPRISE ACCOUNTS Alliances and

Channels

© 2019 Software AG. All rights reserved.

8 |

MODERN CUSTOMER EXPERIENCE

Evaluate

Adopt

Onboard Expand

Buy Renew

Evaluate and select

Upsell / Xsell

On-board and enable Value realization

reference

Secure renewal

Contract execution Customer

Life Cycle

© 2019 Software AG. All rights reserved.

9 |

ALLIANCES AND CHANNELS

ISV – extend reach G2000

Application Partners

OEM – embedded solutions

White-labelling

ISV OEM Marketplace

Marketplace – extend reach SMB

Cloud, Public and Private

SI

SI – expand wallet-share

Increase competitiveness

© 2019 Software AG. All rights reserved.

10 |

SALES OPERATIONS

Simplification Metrics Sales Methodology

Quoting tools,

approvals, contracts,

revenue recognition

Leading and lagging

indicators

Planning and

continuous enablement

Simpler, faster quote

to cash process

Increase

accountability:

analyze, plan, adjust

Drive Alignment:

resources and

efficiency

Demand Generation

Sales playbook and

improved lead flow

Maximize Pipeline:

volume, conversion

© 2019 Software AG. All rights reserved.

11 |

INCENTIVES: CORE AE COMPENSATION PRINCIPLES

DRIVE SUBSCRIPTIONS

OUTSIZED PERFORMANCE

RENEWALS: PROTECT & EXPAND

DRIVE SOLUTION PERFORMANCE

RIGHT-SIZED TERM LENGTHS

IMPROVE LINEARITY

© 2019 Software AG. All rights reserved.

12 |

SALES AND GTM TRANSFORMATION

Sales Operations

Geographies

2019 2020 2021 2022 2023

Re

lati

ve

Im

pa

ct

Specialization

Sales Coverage

Customer Experience

Alliances and Channels

TODAY

© 2019 Software AG. All rights reserved.

13 |

SUMMARY – DELIVERING MARKET IMPACT

FOCUS

EXECUTE

EXECUTE

EVALUATE

GROWTH

Specialization

Sales Coverage

Geographies

Customer Experience

Alliances and Channels

Sales Operations

© 2019 Software AG. All rights reserved.