SAP User Experience
Management by Knoa
Module 2:
Understanding the SAP-Knoa Sales Process
Skip Moore, Sales Director, Knoa
May 8, 2011
SAP and Knoa
Driving Success For Five Years
SAP UEM Product Goes Mainstream Across SAP
2011
2010
More than 75 customers in 12 vertical markets
Largest monitored population 70,000 SAP users within an individual customer
Addition of CRM 7.0, CRM 2007 and wide expansion of SAP coverage
Expansion to additional languages for international support
SAP Reseller Relationship Goes Global
2009
New Customers in EMEA, LAC and APJ
Continuing expansion of product capabilities including SAP WEB GUI
Version 5.5 Delivers dynamic base-lining and benchmarking
2008
SAP starts selling co-branded SAP UEM by Knoa
Significant expansion of product capabilities based on customer feedback
SAP begins remarketing Knoa product
Strengthen relationship of companies as first relationship stage
2007
Significant expansion of product capabilities
Alignment with SAP sales force in North America
2006
SAP/Knoa Relationship begins in response to customer requests of SAP
Customer trials begin of SAP specific Knoa product
Initial results enabled immediate product refinement to meet needs of SAP
market
Elevator Pitch
It’s all about the end-user!
Each end-user must:
 Adopt the application
 Effectively execute their role
 Efficiently execute their transactions
 Execute in compliant manner
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Manage Risk
Maximize End User Efficiency
Drive SAP value realization
Lower TCO
&
Measure SAP Adoption & Usage
Prove Value for Future Sales
A Unique Opportunity
Only authorized UEM Software Partner of
SAP’s
Only top UEM vendor that does not use
synthetic robots or scripting
….But, that doesn’t mean selling SAP UEM is
easy
Challenges
 SAP UEM is a tool the customer hasn’t seen before
 There’s often no budget for end-user experience and
performance management.
 So, you look for the budget you are going to steal from.
 There’s not always a clear ‘owner’ of the problems we solve
 Don’t sell to a “team”. Find the Fox
 You need to educate and evangelize while you sell
Positioning for Value is the Key
‘SAP UEM by Knoa’ Sales Cycle
1. Customer Identified
7. Close
6. Value
Engineering
3 months to 1 year
2. Discovery Call
Sales
Cycle
3. Presentation/Demo
5. Proof of
Concept
4. Technical Presentation
Agenda for this session
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SAP Organization
Targeting Accounts
Preparation
Discovery Call
Presentation/Demo
Technical presentations
Proof of Concept
Value Engineering
Implementation
Pricing
Close
SAP Sales Organization
Customer
Global Account Director - Global
Account Executive - Country
Educational Executive – Product Line
Other Sales Lines – Product Line
Other Sales Lines – Product Line
How Do We Work Together?
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You provide account knowledge, we provide the product knowledge
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Knoa supports SAP EE’s on the ground (product knowledge, demo’s, VE)
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Sales Model – The 4 C’s
 Contacts – You help us understand who to sell to
 Contexts – You provide context of current customer issues/needs
 Capital – We together identify where the sponsor and budget reside
 Coaching - Knoa assists in demonstration, selling, VE & pricing
© SAP 2008 / Americas 3rd Party Team / CONFIDENTIAL / Page 9
Targeting Accounts
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Company Profile:
 Any industry, any application lifecycle
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Any SAP application accessed through SAP GUI, SAP Portal, SAP WEB
GUI, CRM 7.0 CRM 2007 or Business Objects interface
 Target over 1000 SAP users
 National or Global deployments
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Key qualification indicators:
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Executives asking for metrics to evaluate success of SAP deployment?
End-users complaining about SAP performance or support?
LOB owners demanding more visibility into SAP adoption?
Costs of supporting the end users too high?
 Who do we sell to?
CIO, Application Owner/Director of IT
SAP Center of Excellence
© SAP 2008 / Americas 3rd Party Team / CONFIDENTIAL / Page 10
Preparation:
Positioning for Value is Key
Understand the customer context, then
…Link the SAP UEM solution to that context
Understand how SAP UEM impacts and is used by key
stakeholders, then
…Show the customer how that value will be realized!
Understand how SAP UEM delivers value at various stages of
the SAP application life cycle, then
… Tune your messages to that stage
Use the SAP Partner Portal for access to great
Documentation, User tools and Collateral
SAP Partner Portal
www.knoa.com/sapsales
Discovery Call
 Very important to the success of demonstration
 Opportunity to meet & discuss with Customer
 30-60 minutes depending on size
 Provide brief understanding of our solution
 Understand customer ‘Pain Points’
 Understand attendees and roles
 Set expectations
SAP UEM Discovery Questionnaire:
Use it!
Presentation/Demo
 Designed to build awareness and drive customer interest
 60 - 90 minutes
 Typically performed remotely
 Currently going through internal revision to increase impact
 Identification of customer pain points prior to
demo, increases presentation effectiveness
Technical Presentation
 Try to separate from Presentation/Demo
 Reviews ‘Speeds and Feeds of our Solution including
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Server Sizing
Network loads
Desktop requirements
Additional detail regarding application
Implementation
Usually attended by IT technical staff and SAP BASIS team members
 We are a very ‘lite’ application so this is a positive event
Proof of Concept Options
POC (Agent)
POC (Hosted)
POC (Full)
To demonstrate that the Knoa
EPM solution can be deployed
within the customer environment
(SAP GUI) and provide specified
monitoring without impacting the
end-user experience.
To demonstrate that the Knoa
EPM solution may be deployed
within the customer environment
and provide specified monitoring
coverage without impacting the
end user experience.
To demonstrate that the Knoa
EPM solution may be deployed
within the customer environment
and provide specified monitoring
coverage without impacting the
end user experience.
Demonstrate the Knoa UEM
Agent can be deployed within
the customer SAP GUI ONLY
environment and provide
specified monitoring without
impacting the end-user
experience.
Demonstrate the Knoa UEM
Agent solution may be
deployed within the customer
environment and provide
specified monitoring coverage
without impacting the end user
experience or network
infrastructure.
Demonstrate the Knoa UEM
solution may be deployed
within the customer
environment and provide
specified monitoring coverage
without impacting the end user
experience.
Value Engineering
 Labor intensive event designed to attribute hard/soft dollars
to a successful implementation of Knoa software.
 Could add 1-2 months to sales cycle
 SAP has free service and Knoa has billable service
 SAP uses an internally developed methodology & SW tool
 Once the information is collected the SW tool assists in
generating the presentation.
Knoa Business Value for XYZ
KPI
Improvements
Business Value
Estimated benefit potential from Knoa is $858K - $1.6M
per year
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Top Impact areas:
a) Reduce SAP application modification costs
b) Reduce costs of end user training
c)
Increase efficiencies of current support staff
Risk and
Compliance
Innovation
© SAP 2010 / Page 19
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Provides electronic audit trail to track employee
compliance across key business processes
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Enables end users to be effective, efficient and
compliant
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Improves execution of critical business processes
by proactively identifying end user issues
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Ability to quickly integrate new solution functionality
at the end user level
Positioning for Value Drives Big Deals!
BHP Billiton @ $2.7millon…… Merck @ $1.6 million … Coke @ $500K ….
…. Rockwell Collins @ $767K …Baker Hughes @ $400K
Implementation Roadmap Summary
Planning
Development
Deployment
Verification
Launch
Week 0-1
Week 2-3
Week 4
Week 5-6
Week 7-8
Confirm Client
Configuration
Deliver
verification
Client
Remote access
Identify servers
Secure server
Identify verification users
Technical questionnaire
Servers ready for
deployment
Deploy verification
Client
System admin
training
Verification
Client
deployed
UAT Training
Kickoff
Remote
access
confirmed
Transition to
Knoa Support
Data verification
Knoa server configuration
Knoa
Customer
Connectivity
verification
System admin
training
Template validation
Deliver
production
Client
Data UAT
UAT signoff
Console Training
Project plan
Initiate
Weekly System
Health Checks
Deploy production
Client
Production
Client deployed
to all users
Pricing
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Core License includes:
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SAP GUI
 SAP WebGUI
 SAP Portal
Additional License options
include:
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CRM 2007
 CRM 7.0
Knoa monitoring solutions are designed to work with a specific type and version of
an SAP User Interface. Knoa monitoring technology is not tied to the specific business
function of the SAP application it monitors, whether CRM, ERP, or SRM. The only
determining factor in whether Knoa solution supports monitoring of an SAP system is
which technology is used in the delivery of the SAP user interface to the user.
If there is a question about the UI or application? - Perform a
feasibility study to confirm
© SAP 2008 / Americas 3rd Party Team / CONFIDENTIAL / Page 22
Pricing- License, Implementation &
Maintenance
License Pricing:
Professional/ Limited Professional License Price per User 5.5
$234 USD
Maintenance: Price is 22% of Net Price
22%
Implementation:
UEM Licensed Users
Implementation Price
Includes VE and Training
1 - 250
$
35,000.00
$
-
251 - 1,500
$
50,000.00
$
-
1,501 – 3,000
$
75,000.00
$
15,000.00
3,000 – 5,000
$
100,000.00
$
20,000.00
5,001 – 7,500
$
125,000.00
$
30,000.00
7,501 – 10,000
$
150,000.00
$
40,000.00
10,001 - 15,000
$
200,000.00
$
60,000.00
Over 15,000 users - implementation quoted specific to each deal.
NOTE: Deals with discounts greater than 75%, require unique
implementation pricing- provided by Knoa upon request.
Pricing Deal Overview
 License Fee:
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Price per end user
7,500 users
$234
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Total List Price:
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Discount:
50%
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Total Net License Fee:
$877,500
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Maintenance:
22%
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Implementation
$125,000
© SAP 2008 / Americas 3rd Party Team / CONFIDENTIAL / Page 24
$1,755,000
Close
 Deals can be sold two ways
– Via a Bill of Materials (BoM), usually at the end of a quarter
– Via a standalone deal, usually sold by EE
 BoMs are usually highly discounted and sold as commodity
 If working with a BoM situation identify AE or GAD quickly to
define business value and see if you can maintain higher
discount rates
 Standalone deals can be usually leveraged by spending
more time and showing value for price.
Summary
 Leverage demand generation programs or your own customer activities
 Target candidates with end user management discussion, including Knoa, to confirm
interest
 Set up con call to introduce Knoa and define customer issues (See SAP Sales Portal)
 If there is still interest, and we have valid pain points, we should schedule a demo
 Depending on results of demo, we can move to close or discuss POC or other
services to further define value, including SAP VE.
 Defer or Close!