Visibility when you need IT most.

2011 Splunk inc. Company Confidential

Sales Playbook Stage Prospect & Discovery Qualification & Scoping Evaluation & Proof Commitment & Finalize Business Case Negotiate & Close Deployment
Probability to Close 5% 25% 50% 75% 95% 100%
Requirements by
Stage


Build Splunk Value Stack
Site registration or self-guided
evaluation complete
Newconverted qualified lead
First meeting
Qualify opportunity size
Grass roots Organization Chart
started
Technical Champion identified
Technical pain identified
Business / Economic Players
identified
Business impact of technical
pain identified
Socialization meetings
scheduled
Update Splunk Value Stack
with newinformation


Socialize solution with multiple technical
buyers, business owners, organizations
(Meetings, WebEx, etc.)
Test your identified Technical Champion:
- Validate accuracy of Splunk Value
Stack
Ask for sponsorship to meet Business
Stakeholders, Economic Buyer
Ask howthe transaction will be justified
- Business Case needs
- Procurement requirements
- Legal requirements
- Names to begin the process
Define a mutually agreeable timeline to
close the transaction
Determine unique Use Case for Evaluation
&Proof event
Define Success Criteria for Evaluation &
Proof event that maps to technical pain &
solves the business impact
SEbegins Technical Account Plan (TAP)
SEbegins POCplan, CONFIRM
Evaluation &Proof event details, schedule,
requirements and determine client
ability/capability to deploy
CONFIRMEvaluation &Proof close out
meeting attendees which must include the
Technical Champion &Economic Buyer or
Business Stakeholder benefiting fromour
solution
If requested, provide list price for budget

Successfully execute
Evaluation &Proof event
with defined Use Case and
Success Criteria
Capture newly discovered
pain, event results, and
business benefit for
Business Case
Test for expansion
opportunities
Host a close out meeting
showcasing Splunk
capability to solve the
technical pain and business
impact
- Technical Champion &
Economic Buyer or
Business Stakeholder
benefiting fromsolution
must be present
Update Splunk Value Stack
Schedule a joint followup
meeting with the Technical
Champion and Economic
Buyer
SEupdates TAPand
Customer Success Plan
(CSP), including deployment
plan and required actions
Meet with Legal &
Procurement and begin
contract process

Face-to-face followup reviewof Validation
Event with Technical Champion and Economic
Buyer
Validate Commitment to Purchase with
Technical Champion and Economic Buyer
Validate Business Case needs with Technical
Champion and Economic Buyer
Jointly reviewand finalize Business Case with
Technical Champion
Validate the agreed timeline with the Technical
Champion and create a close plan for the
transaction
Present Business Case to the Economic Buyer
Finalize steps with procurement &legal and
confirmcontracting vehicle
- Shrink Wrap
- Enterprise contract
- Professional Services Agreement
- Statement of Work
Confirmthe paper process (steps to signature)
Confirmcommittee reviewschedule (if any)
Execute Reference Calls
SEupdates TAPand CSP, including
deployment recommendations and required
actions

Finalize contracting details
- Shrink Wrap
- Contract
- Signatures
Leverage Champion and
Business Case to maximize deal
size
Negotiate and finalize agreement
and pricing
SEfinalized TAP, CSP, and
deployment plan
Executed Contractual
Documents
ConfirmBooking
Finalize Professional Services
Agreement and Statement of
Work
Begin Pre Engagement Checklist
Engagement
Post Engagement Value
Realization
Inside Sales and/or Rapid Transactions certain transactions, upgrades, or expansions can expedite stages of the Sales Playbook at the discretion of Sales Leadership

Visibility when you need IT most.
2011 Splunk inc. Company Confidential
Sales Playbook Stage Prospect & Discovery Qualification & Scoping Evaluation & Proof Commitment & Finalize Business Case Negotiate & Close Deployment
Questions to test
ourselves with
What is the Technical Pain?
Who is the Technical
Champion?
Are there multiple Technical
Buyers?
What is the Business Impact of
the Technical Pain?
Who is the line of business
stakeholder?
What is the value of solving the
Technical Pain?
Why would this prospect buy
now, within a defined time
period?
Why would the prospect buy
anything?
Why would this prospect buy
Splunk?
What are the next steps to
advance the sales cycle?
Who is the competition?
Who are our enemies / aligned
with the competition?
Who have we socialized the solution with?
- Howare they involved with the
decision process?
Did we Test our Technical Champion?
- Ask for sponsorship to meet Business
Stakeholders and Economic Buyer to
socialize our solution?
- Have we had preliminary discussion
on Business Case needs and justified
howthe prospect will justify the
transaction?
Have we defined a mutually agreeable
timeline to close the transaction AND
shared it back with the Technical
Champion, Business Stakeholder, or
Economic Buyer?
Have we determined the use case for
Evaluation &Proof event?
Have we defined success criteria that
maps to technical pain identified &solve
the business impact?
Did we schedule an Evaluation &Proof
close out meeting which must include the
Technical Champion &Economic Buyer or
Business Owner benefiting fromsolution?
Have we identified enemies yet?
Should we engage a Splunk Executive?
Is the Evaluation &Proof
event clearly defined, time
bound and measurable?
Do the Use Case and
Success Criteria solve to the
Technical Pain and
Business Impact?
Is the Evaluation &Proof
event close out meeting
scheduled?
- Is the Technical
Champion &Economic
Buyer or Business
Stakeholder confirmed
to attend?
What expansion
opportunities did we uncover
during the Evaluation &
Proof event?
Have we tested our
Technical Champion by
asking to schedule a joint
followup meeting with the
Economic Buyer?
Have we updated the Splunk Value Stack?
Have we updated the business case with new
information gained fromthe Evaluation &Proof
event?
Have we met with the Technical Champion and
Economic Buyer and reviewed the Evaluation &
Proof event results?
Have we validated the Business Case with the
Technical Champion and scheduled a review
with the Economic Buyer?
- Did we ask the EBif committee reviewor
approval is required?
- When does the committee meet and how
often?
- Did we ask where our project ranks on the
list of projects to be reviewed?
Did the Technical Champion validate the agreed
timeline to close?
Did the Technical Champion assist you in
beginning the Procurement and Legal
discussions?
Are reference calls necessary?
Have we discussed a deployment plan /
strategy?
Is the Paper Process Shrink
Wrap?
If not, do we understand all the
steps involved in the Paper
Process?
When does committee meet
next?
Who ultimately signs the
contract?
What are all possible red flags
with:
- Legal
- Purchasing
- Vacation conflicts
- Holiday conflicts
- Enemies
Is our Technical
Champion aligned with
the engagement?
Is the engagement
aligned with the Use Case
that was used throughout
the Sales Cycle?
Who is the project
sponsor?
TECHNICAL CHAMPION ATechnical Champion is a person with technical credibility (power) and political respect (influence) that sells on our behalf while we are not there. Enterprise deals require more than one Technical Champion.
COACH Acoach is not a Champion. We will have multiple coaches that guide us and shares information us.
ECONOMIC BUYER Is the person with the ultimate YES, has discretionary use of funding and has the ability to fund our project over any other project, including projects outside of IT. The Technical Champion is rarely the Economic Buyer.
COMPETITION Any software competitor in our space or other ANYproject we are competing with for funding.
ENEMY Anyone who can prevent advancement of our sales cycle.
TECHNICAL ACCOUNT PLAN - The Technical Account Plan (TAP) contains overall technical details for an account including key technical contacts, use cases, data sources, architecture, and relevant tools/processes.
PROOF of CONCEPT PLAN - The Proof of Concept (POC) Plan includes the overall objective of the POC, success criteria, use cases, hardware and software requirements, schedule, and customer and Splunk responsibilities.
CUSTOMER SUCCESS PLAN - The Customer Success Plan(CSP) includes achecklist of key items that need tobeconsideredfor any successful deployment includingservices, education, architecture, overall customer readiness, Splunk staffing, andhighlevel Project Plan/Roadmap.
SPLUNK VALUE STACK - Through research, our understanding of a Prospect or Customers Corporate Objectives, Business Strategies, Initiatives, and Technical Challenges (needs), in an effort to align with Splunk Solutions.