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USE CASE PROJECT

FEBRUARY 7, 2014 EXECUTIVE CHECKPOINT
Stephanie Lovett
February 6, 2014
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THIS WEEKS PROGRESS (WEEK OF FEBRUARY 3)
Top business challenges by functional area
o Gap identified during last weeks executive checkpoint meeting
o Completed the build-out of top challenges & mapping to Use Cases

Use Case Master Spreadsheet
o Completed the build out for all 45 Use Cases (applicable products, capabilities,
supporting feature & benefits)
o WIP = highlight differentiating features (target: February 11)

Use Case tool
o Continued discussions with Carbon 8
o Projected cost & schedule due by the COB today (4:30pm EST meeting)
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USE CASE ALIGNMENT
Business
challenge
Use Case
Capabilities
Supporting
features
Benefits
Top business
challenges by
functional area
Use Case selling
scenarios
Capabilities
provided by PGis
solution(s)
Product features
that deliver
capabilities
Benefits realized
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USE CASE ALIGNMENT (SALES EXAMPLE)
Business
challenge
Use Case
Capabilities
Supporting
features
Benefits
Sales: Increasing penetration into existing accounts
Conduct virtual F2F meetings with clients
Enables personal interaction
Promotes relationship building
Connects clients with subject matter experts, regardless of location
Promotes meeting participant interaction
Live video
Personal profile cubes, links to personal apps
Supports PC, Mac, iPad, iPhone & Android
Active talker, video, chat
Meet more frequently with more customers in a more cost efficient manner
Quickly connect people with questions to people with answers
Reduce travel expenses by delivering your message online
Shorten the sales cycle
iMeet
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SALES TOP BUSINESS CHALLENGES
New customer acquisition
Increasing penetration into existing
accounts
Increasing sales team effectiveness &
performance
Improving customer satisfaction & loyalty
Optimizing deal size through up-selling &
cross-selling
Top Challenges
Identifying & quickly qualifying new accounts through aggressive prospecting activities
(webinars, demos, keynote speaking engagements, Marketing generated leads, etc.)
Selling additional products & services to existing customers & identifying opportunities
to sell to other functional areas within existing accounts
Creating a high performance sales team & deploying efficient tools / processes to
maximize each sellers productivity
Establishing & maintaining regular interactions with clients to maintain & nurture a
strong personal relationship.
Source: The Sales Execution Challenge / Qvidian (January 2014) + recruiting challenge
Understanding customer wants & needs and selling across the entire portfolio of
products & services.
Recruiting & retaining skilled employees
Finding employees with increasingly specialized skills & keeping those skills current can
help organizations differentiate themselves in a highly competitive talent market.
February 6, 2014
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SALES TOP BUSINESS CHALLENGES BY USE CASE
Top Sales Challenges Conduct
virtual F2F
meetings
with clients

Conduct
virtual F2F
meetings
with
prospects
Conduct
team
meetings
with remote
employees
Conduct
virtual F2F
recruiting
interviews
Onboard
new
employees
Participate
in Sales /
Marketing
alignment
and sales
enablement
& training
calls
Enable
customer
self-service
virtual sales
office

Quickly
address
customer
service
issues
New customer acquisition
X X X
Increasing penetration into
existing accounts
X X X
Increasing sales team
effectiveness &
performance
X X X X X X X
Improving customer
satisfaction & loyalty
X X X X
Optimizing deal size through
up-selling & cross-selling
X X X X
Recruiting & retaining skilled
employees
X X X X
Use Cases
Source: The Sales Execution Challenge / Qvidian (January 2014) + recruiting challenge
February 6, 2014
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MARKETING TOP BUSINESS CHALLENGES
Generating awareness & driving traffic
Targeting effectively
Using social media to generate customers
& revenue
Keeping up with Marketing trends &
strategies
Increasing & proving ROI
Top Challenges
Create a higher volume of interested prospects by leveraging the various channels that
are available (social networks, blogs, events, e-mail marketing, etc.) & building content
that is relevant & valuable to your target audience.
Identifying your target audience, understanding their unique needs, creating content
that is relevant & valuable and connecting with them using their preferred channel will
help you concentrate your efforts on prospects that are more likely to respond.
Creating a strong social presence will help turn leads into customers by better targeting,
engaging & nurturing the connections made using social networks. Companies need to
engage social followers by quickly responding to messages, recognizing influential
followers & personalizing conversations.
Marketing is constantly evolving & Marketing organizations must evolve with it or risk
being left behind. The most important thing to remember is to go where your audience
goes.
Source: Based 5 Major Challenges Marketers Face / Hubspot (November 2012) + recruiting challenge
Measuring & understanding the value of each tactic in terms of leads, customers &
revenue produced will demonstrate that Marketing is a revenue center, not a cost
center.
Recruiting & retaining skilled employees
Finding employees with increasingly specialized skills & keeping those skills current can
help organizations differentiate themselves in a highly competitive talent market.
Effectively managing leads
Identifying & nurturing leads throughout their lifecycle using highly targeted progression
tactics will drive a larger number of qualified to the Sales organization.
February 6, 2014
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MARKETING TOP BUSINESS CHALLENGES BY USE
CASE
Top Marketing
Challenges
Conduct
team
meetings
with remote
employees
Collaborate
with
agencies &
vendors
Host large
promotional
events
Conduct
focus
groups with
prospects
& clients
Conduct
focus groups
with sales
team
members
Communi-
cate critical
information
to the sales
team
Collaborate
on creative
concepts
Conduct
virtual F2F
recruiting
interviews
Onboard
new
employees

Brief
extended
teams on
strategy,
creative
direction or
performance
results

Generating awareness
& driving traffic
X X X X X X X
Targeting effectively
X X X X X X X
Effectively managing
leads
X X X X X X
Using social media to
generate customers &
revenue
X X X X
Keeping up with
Marketing trends &
strategies
X X X X X X X
Increasing & proving
ROI
X X X X X
Recruiting & retaining
skilled employees
X X X X
Use Cases
Source: Based on 5 Major Challenges Marketers Face / Hubspot (November 2012) + recruiting challenge
February 6, 2014
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IT TOP BUSINESS CHALLENGES
Increasing revenue
Transforming the customer experience
Optimizing business processes
Increasing productivity
Reducing operating costs
Top IT Challenges
Target IT as an advocate & enabler to help functional executives
address their top business challenges
February 6, 2014
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IT TOP BUSINESS CHALLENGES (SALES)
Top IT Challenges Conduct
virtual F2F
meetings
with clients

Conduct
virtual F2F
meetings
with
prospects
Conduct
team
meetings
with remote
employees
Conduct
virtual F2F
recruiting
interviews
Onboard
new
employees
Participate
in Sales /
Marketing
alignment
and sales
enablement
& training
calls
Enable
customer
self-service
virtual sales
office

Quickly
address
customer
service
issues
Increasing revenue
X X X
Transforming the customer
experience
X X X X X X X
Optimizing business
processes
X X X X X X X X
Increasing productivity
X X X X X X X X
Reducing operating costs
X X X X X X X
Sales Use Cases
Target IT as an advocate & enabler to help Sales executives
address their top business challenges
February 6, 2014
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IT TOP BUSINESS CHALLENGES (MARKETING)

Top IT Challenges
Conduct
team
meetings
with remote
employees
Collaborate
with
agencies &
vendors
Host large
promotional
events
Conduct
focus
groups with
prospects
& clients
Conduct
focus groups
with sales
team
members
Communi-
cate critical
information
to the sales
team
Collaborate
on creative
concepts
Conduct
virtual F2F
recruiting
interviews
Onboard
new
employees

Brief
extended
teams on
strategy,
creative
direction or
performance
results

Increasing revenue
X X
Transforming the
customer experience
X X X X
Optimizing business
processes
X X X X X X X X X X
Increasing productivity
X X X X X X X X X
Reducing operating
costs
X X X X X X X X X X
Marketing Use Cases
Target IT as an advocate & enabler to help Marketing executives
address their top business challenges
February 6, 2014
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MEDIAN ANNUAL SALARIES
Position Median Annual Salary Median Hourly Rate
Sales Representative III
(6 9 years experience)
$68K $32.69 / hour
Marketing Manager
(7+ years experience)
$84.6K $40.67 / hour
HR Generalist III
(4-8 years experience)
$74.3K $35.72 / hour
Communications Manager
(7+ years experience)
$90K $43.27 / hour
IT Manager
(5+ years experience)
$108K $51.92 / hour
Corp. Finance Associate
(5+ years experience)
$120K $57.69 / hour
Source: Salary.com / U.S. national averages
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AUDIENCE-FOCUSED USE CASES (38 TOTAL)
Sales
S1: Conduct virtual F2F meetings with clients
S2: Conduct virtual F2F meetings with prospects
S3: Conduct team meetings with remote employees
S4: Conduct virtual F2F recruiting interviews
S5: Onboard new employees
S6: Participate in Sales / Marketing alignment and sales
enablement & training calls
S7: Enable customer self-service virtual sales office
S8: Quickly address customer service issues

Marketing
M1: Conduct team meetings with remote employees
M2: Collaborate with agencies & vendors
M3: Host large promotional events
M4: Conduct focus groups with prospects & clients
M5: Conduct focus groups with sales team members
M6: Communicate critical information to the sales team
M7: Collaborate on creative concepts
M8: Conduct virtual F2F recruiting interviews
M9: Onboard new employees
M10: Brief extended teams on strategy, creative direction or
performance results

Corporate Communications
CC1: Conduct team meetings with remote employees
CC2: Plan & host corporate town hall meetings
CC3: Conduct media interviews
CC4: Host Analyst Relations briefings
CC5: Plan & host Investor Relations events
CC6: Collaborate with agencies & vendors
Human Resources
HR1: Leverage Virtual Job Fairs to recruit a high performance
workforce
HR2: Train employees on critical HR, payroll systems & applications
HR3: Maintain a high performance, geographically dispersed
workforce through ongoing virtual training & development
HR4: Communicate benefits (inform, educate & support)
HR5: Provide guidance on job definitions, team structure &
compensation for new or remodeled organizations
HR6: Conduct confidential interviews pertaining to employee
relations
HR7: Promote more personalized services with employees though
virtual F2F discussions
HR8: Manage the development & implementation of HR systems

IT
IT1: Conduct team meetings with remote employees
IT2: Conduct virtual F2F recruiting interviews
IT3: Conduct one on one discussions with remote employees
IT4: Plan & host IT project prioritization & governance meetings
IT5: Provide superior Help Desk support
IT6: Plan & host IT organization town hall meetings
IT7: Conduct brainstorming / ideation working sessions

Finance
F1: Host staff meetings with remote employees
F2: Plan & host Finance organization town hall meetings
F3: Review audit findings with Audit Committee members
F4: Conduct virtual F2F recruiting interviews
F5: Host financial management meetings
F6: Review & manage Finance-focused IT initiatives
February 6, 2014
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NEXT STEPS
Finalize plan with Carbon 8 to develop Use Case sales tool
o Responsible: Stephanie Lovett
o Target: February 7
Finalize Use Case Master Spreadsheet
o Responsible: Joe Labriola
o Target: February 11
Create proof of concept customer-facing assets for two Use Cases
o Validate effectiveness with Sales leaders
o Responsible: Stephanie Lovett & Jennifer Grimaldi
o Target: February 14
Build audience-focused PGi.com proof of concept website designs
o Responsible: Jeff Perkins
o Target: 1
st
week in March