VCE Account Reviews kit for RDs
Enabling VCE
VCE Adoption Program
Q2 FY12
Executives Summary
Q2 VCE Account Reviews
 What
– Each RD will be asked to organize account reviews with their reps and the ecosystem
– Template (same as GAM) & guidance to be provided through PTCU (download)
– We monitor kit download, scheduled dates, participants names & reviews delivery
 Why
– Keep momentum, VCE was not a Q1 event only
– Need to foster VCE Enablement activities in the field (still need to improve)
– Support VCE application for better adoption after Q1 regional VCE training series
 Which benefits
– Part of management hygiene, not on top of business activities
– Focused on practical application of VCE for 1 major account per rep
– Should drive tangible results through cross-functional alignment and action plan
 Process
– Each RD has to download an Account Review kit and provide dates and participants names
– Each participant will be asked to complete a survey post review for us to track attendance
– We provide a weekly report to the management team
2
Objectives of the VCE Account Review kit
 To provide each RD with material & guidelines to organize account
reviews, following Q1 Regional VCE training series
 To allow the account teams to absorb and apply what has been done
in Q1 and
– Share return of experience, following customers meeting, what worked & what should
be improved
– Assess current opportunities compared to the VCE Model
– Assess level of Enablement Activities
– Define the action plan with the account team to bridge the gaps
– Prioritize resources allocation
3
VCE Program & Adoption Roadmap
Partnership Operating Framework
IDENTIFY
MODEL
VALUE
Phase 1a – Value Modeling
ROADMAP
GOVERNANCE
Phase 1b –
Value
Planning
Scope:
Content/
Adoption
Timeframe:
H212
DELIVER
Phase 2a –
Value
Measurement
Scope:
Content/Adoption
Timeframe: H113
Refresh
Scope: Content/Adoption
Timeframe: H112
PLAN
Phase 2c – Governance
Scope: Content Refinement/Adoption
Timeframe: H113
Solutions
4
VCE Account Review Kit –
 Overview of the process – how to use Account Review Kit
 Recommendations on timelines & participants
 Material & account review template
5
Overview of the process - How to use Training Kit
Once you’ve reviewed this content, please make sure you
 List any questions you may have and send to bmessina@ptc.com
 Identify your targeted participants and potential date for account reviews
 Validate with extended team their participation (i*Center / Sales BDM, Client
Managers)
 Get logistics set up (meeting room, video, paperboards, calendar invitation,
etc.)
 Make sure the participants have understood session objectives and required
preparation before the meeting (do a conf call if needed)
 At the end of the workshop, agree on the call to actions and operating rhythm
to inspect & measure progress (accounts/opportunities list, deliverables to
inspect, CRM system info, cadence of calls to discuss progress & challenges)
 Session participants MUST complete the VCE Account Review Evaluation in
PTCU to receive credit for attending. Manager will distribute link to evaluation
at the end of the workshop (Copy and send information below)
PTCU Title: VCE Account Review Evaluation
http://www.ptc.com/Saba/Web/ptcu/goto/GuestOfferingDetails?offeringId=dowbt000000000019728
6
Recommendations on timelines & participants
 The account reviews have to be planned ASAP to be
conducted in Q2
 It can be virtual session if you have a real dispersed team,
but meeting “in person” is recommended
 You should run a separate session for each account
manager from your team (not all other SRs watching the
SR presenting)
 Attendance of i*Center managers or TAM or BDM & Client
Managers from your region is required
7
Deliverables to prepare for the Account Review
(see Template section)
8
Preparation required for VCE Workshop
As a Regional Director, you should have…
 Identified agenda & participants availabilities
(including BDM or TAM and Client Managers)
 Sent out invitations & template
 Set expectations with all participants
 Nailed down logistics
9
Preparation required for VCE Workshop
As an account manager, you should come prepared with…
 One of your account with an Enterprise Solution opportunity
 Your return of experience
– How did you position VCE? To Whom? In which context?
– What was customer’s reaction
– What can we do to improve
 Your Account Review prepared
– Template filled
– Information distributed to the team before the review
10
VCE Account Reviews Kit material
11
VCE Account Reviews
Name of Sales RD
Names of TAM, BDM & Client Manager who are
supporting the RD
Objectives of VCE Account Review
By the end of the session, the participants should be able to
 Identify lessons learned from first Customers VCE meetings
 Assess current account landscape, relationship & VCE Status
 Define Action Plan
13
Agenda of
Double click on the table to insert
Regional VCE Account Reviews your own agenda. Please note
that all SR can attend the
beginning and wrap up but each
SR can come in and out for the
review and do other business
Kick off & introduction (RD) – 5’ activities when not presenting
(roundtable) – 30’
 Return of Experience on VCE at customer
– How did you position VCE? To Whom? In which context?
– What was customer’s reaction? Next steps?
– What can we do to improve
Start
End
Duration
Sales Rep
Account
BDM
CM
8:00
10:00
2:00
John Doe
Supercopter
Brian Fox
Simon Templar
10:00
12:00
2:00
Jane Wright
Megaplane
Brian Fox
Simon Templar
12:00
12:30
0:30
all
working lunch
12:30
14:30
2:00
Arnold White
Rocketstar
Brian Fox
Jacke Flight
14:30
16:30
2:00
Manfred German
Systemconcept
Alexander Mittwoch
Jacke Flight
16:30
18:30
2:00
Mike Awasome
ServicesTop
Alexander Mittwoch
Jacke Flight
18:30
18:45
0:15
all
wrap up
Call to Actions & Wrap up (RD) – 5’
14
Account Review/Plan Template
Customer Name
Account Team
GUIDANCE
This template is provided for guidance in preparing an Account
Review/Plan. It is intended to help assist with strategy and communicate
the most relevant information such as background, vision, resources, and
actions. Each account team and leader is encouraged to utilize the
concepts as good “basic hygiene” and adapt for their own specific
situations and styles.
16
Agenda – Account Review/Plan
 Account Overview
 Executive Org Chart & Insight
 PTC Account Team
 PTC Whitespace
 Current IT Landscape
 PTC Account History, Revenue and Activities
 Opportunity Landscape
 Leading Indicator Activities
 Account Goals for FY 2012
 Critical Corporate Support Needs
© 20011 PTC
17
Company Name - Account Overview
Ranking
20th largest U.S. manufacturer (2010 list, Industry Week).
Employees
220,000 employees (2010)
67% outside the U.S.
Revenues
$42.7 B (2010)
Net Income
$3.2 B or $.12 per share (2010)
Business Definition
What products do they make? What does the company “Do?”
What is their market? Who are their customers?
Corporate Strategy/Mission
Corporate Goals/Initiatives
Overall Business Condition
Growing/Stable/Declining, Market share
Industry Drivers
What are the trends?
Competitors
Who do they compete with? How do they differentiate?
Significant Recent Events
Press Releases, Mergers, Re-orgs, etc.
© 2011 PTC
18
Value Pyramid
•
Be /Remain the Industry Leader
• Increase Shareholder Value
• Drive Growth
•
Penetrate new markets (Innovation)
Organic Growth of Product Lines
• Cost Control to Fund Business
Expand Distributor Network to Increase Sales Volume
Business
Strategies
(“What To Do”)
Best Practices to Drive Cost Efficiency and Corp. Governance
• Relocation/Closure of Plants
• Consolidate Supply Chain
• Technology Consolidation
Business
Initiatives
(“How to Do It”)
•
•
•
Corporate
Objectives
(Revenue / Profit)
•
Specific risks called out in 10-k, 10-k, Analyst call
• Critical Capabilities from PTC VRM
•
• VCE Overview
Pertinent Best Practices from PTC VRM
Risks & Critical
Capabilities
(PTC Segment Tie-In)
PTC
Approach
Best Practices
19
Company Name – Executive Org Chart
Jim Smith
CEO
Glen Miller
Enterprise Transformation
Jody Parker
EVP Quality
C
A
Ron Abbot
VP Tactical
Rick Edwards
JCM PM
Gene Halloque
PM MULE
Rick Magnuss
PM Netfires
Jeff Peters
VP Tech Ops
Tom Mirek
CFO
Bob Jones
COO
A
John Smith
SVP Finance
I
I
A
C
Dwight Jackson
CIO
Harvey Gross
EVP Ops
Don Williams
SVP
Jim Duggan
Director
Sam Perkins
Director,
Ann Walker
Director,
I
A
Darcy Setty
Director, IT
A
Cal Scot
Director, IT
Ron Leach
Director IT
Gerald Smith
Director IT
E
Indicate “Star” for Target Relationships
I
A
C
E
Indicate “I” for “INFLUENCE” in PTC Decisions
Indicate “A” for “AUTHORITY” in PTC Decisions
Indicate “C” for Champion
Indicate “E” for “ENEMY”
20
Company Name – PTC Account Team
Position
Rep Name
Office Location
GAM
Tom Kluckman
Lisle, IL
RD
Joe Elliott
Brookfield, WI
Local SASR
Brian Davis
Brookfield, WI
Local SASR
Jeff Lightner
Vista, CA
I*Center
Bruce Hulse
Needham, MA
GSO
Lynn Ann Morris
Arlington, TX
TAM
N/A
N/A
Executive Sponsor
Bob Ranaldi
Needham, MA
Services Partners
N/A
N/A
© 2011 PTC
21
Company Name – PTC Whitespace
Cre
o
Customer
Cre
o
Pa
ra
me
tric
Dir
ect
Cre
oE
le m
en
Cre
ts /
oV
Dir
ie w
ec t
Oth
er
(i.e Creo
.A
mo
Mo AX,
d
de Flex ules
Sim ling, ible
ula I SD
X,
t e)
MC
AD
CN
S
WC
PD
ML
ink
WC
P ro
jec
tLin
Wi
nd
k
c
An hill
aly Pro
tics du
ct
Wi
nd
Sol chill
Q
uti
on ualit
s
y
Oth
er
Pa WC
rts
M
MP Link, odule
ML RoH s (i
. e.
in k
S,
)
Wi
nd
chi
ll C
Int
NS
eg
rity
Ma
thc
ad
Arb
ort
ex t
Vis
ion
Ass
es s
PTC
me
Un
nt
iv e
rs it
y
Instruction: Double Click Excel Table to edit. Please enter one line for each significant division of the company
Totals
33
0
0
0
0
0
0
0
Customer Name
TOTALS
1
2
3
1
2
3
1
2
3
1
2
OBSERVATIONS: (What trends, territory information, sales process information
3
1
2
3
1
2
33
ACTION Plan:
Red = Little or no install in this area of opportunity
Yellow = Average amount of install and/or competitive targets in this area of opportunity
Green = Significant PTC install base in this area of opportunity
22
Company Name – Current IT Landscape
Relevant
Systems
Current
Solution/Provider
# of Seats
IT Spend ($)
Years Deployed
Issues/Comments/Satisfaction Level
Systems
Integrator
CAD
ECAD
PLM
PDM
ERP
Requirements
Mgt
Hardware
Project Mgmt
Visualization
© 2011 PTC
Instruction: edit as appropriate to the customer’s current landscape
23
Company Name - PTC Revenue Trends
Instruction: Double Click Excel Table to edit
FYR
2008
2009
Actuals
2010
2011
$
$
$
$
License
203,850
1,434,828
176,586
1,866,086
Q1
Q2
2012 Q3
Forecast
Q4
Total
2013
$
$
$
$
$
$
500,000
750,000
1,000,000
150,000
2,400,000
1,200,000
Consulting
$
458,709
$
491,736
$
419,026
$
615,046
Training
$ 132,859
$ 344,814
$ 92,586
$ 992,597
Services
$ 591,568
$ 836,550
$ 511,612
$ 1,607,643
Maintenance
$ 1,853,626
$ 1,979,953
$ 1,930,934
$ 2,071,732
Total L&S
$
795,418
$ 2,271,378
$
688,198
$ 3,473,729
$
$
$
$
Total
3,240,612
5,087,881
3,130,744
7,153,104
$
$
$
$
$
$
$
$
$
$
$
$
$ 600,000
$ 700,000
$ 800,000
$ 900,000
$ 3,000,000
$ 1,000,000
$
$
$
$
$
$
$
795,418 $
$
795,418 $
$
795,418 $
$
795,418 $
$ 3,181,672 $
$ 2,200,000 $
1,900,000
2,450,000
3,000,000
2,450,000
9,800,000
6,000,000
$3,500,000
500,000
550,000
600,000
650,000
2,300,000
800,000
100,000
150,000
200,000
250,000
700,000
200,000
200,000.0
300,000.0
400,000.0
500,000.0
1,400,000
2,800,000
Please check with Sales Ops for
available data
$3,000,000
License
$2,500,000
Services
$2,000,000
Maintenance
$1,500,000
$1,000,000
$500,000
$2008
2009
2010
2011
2012 Forecast
2013 Forecast
VPA Renewal Date: (If Applicable)
© 2011 PTC
24
Company Name – Opportunity Landscape
Current Opportunities Dashboard
PTC Opportunity
Q1
FY 2012 License Forecast
Q2
Q3
Q4
Technical Political Commercial Notes
Opportunity Description
Opportunity Description
Opportunity Description
Opportunity Description
Opportunity Description
Instruction: double click to edit. In color fields, 1=Red, 2=Yellow, 3=Green. Type this number in the field
and only the color will appear.
© 2011 PTC
25
Company Name – Leading Indicator Activities
Activity
Status
Action Plan
(who, what, by when)
Corporate Visit
Executive to Executive
Meeting
Value Modeling Appraisal /
Diagnostic
Validation Events
Client Value Roadmap
Client Value Scorecard
Governance Framework
© 2011 PTC
26
Company Name – Account Goals for FY 2012
 Please elaborate on your specific goals for the account, including items
such as sales strategy, executive relationships, revenue, displacement
opportunities, etc.
© 2011 PTC
27
Company Name – Critical Corporate Support Needs
 Please specify any needs you have for this account that are critical to your
ongoing success.
© 2011 PTC
28
Back up slides
30
VCE Customer / Opportunity Assessment & Action Plan
Status
VALUE
Value model
PLAN
Roadmap
DECIDE &
MANAGE
Governance
model
Current State
Moving Forward
•What do we know about their strategic goals?
•What do we know about the customer’s view
of business value?
•What do we know about what they’re doing to
achieve that business value?
•What do we need?
•What should we do
now?
•By when?
•Is there a Client Value Roadmap in place?
•Does the current roadmap include all the
essential elements and alignment?
•Does the client understand the importance of a
Client Value Roadmap?
•What do we need?
•What should we do
now?
•By when?
•Who do we need
involved from PTC?
•Who do we need
from the client?
•What do we need?
•What should we do
now?
•By when?
•Who do we need
involved from PTC?
•Who do we need
from the client?
•What do we know about the customer point of
view on project and program governance?
•What governance is in place?
•Have the key business stakeholders been
identified? Do we have relationships?
•Who do we need
involved from PTC?
•Who do we need
from the client?
31
Simple VCE Checklists
> Value
 Have we identified and
understand key customer
business challenges and
overall drivers?
 Do we understand how the
customer defines strategic
value?
 Do we understand what the
customer is doing today to
try to achieve that value?
 Have we presented and
discussed the Total Value
model with the champion or
sponsor?
 Do we have agreement on
the scope of the PTC Value
Model moving forward?
 Roadmap
 Do we have agreement on
the development of the
CVR as an essential
deliverable?
 Have we considered the
status of any current
‘roadmap’?
 Do we understand the most
important customer
business Initiatives?
 Do we understand the
customer product
development AS-IS
‘landscape’?
 Have we graphically
depicted the breadth of the
PDS footprint relative to the
customer environment?
Copyright ©2011, PTC
 Governance
 Have we presented and
discussed the intent of the
VCE governance model
with the champion or
sponsor?
 Is there existing
governance in place that
sufficiently addresses the
scope of the roadmap?
 Do we have agreement on
development of the
governance model moving
forward?
 Do we have a list of
stakeholders that is aligned
with the opportunity scope?
32
EXAMPLE - Analysis Results Dashboard
Status
VALUE
PLAN
DECIDE &
MANAGE
Current State
Moving Forward
Owner(s)
•We have limited visibility to corporate
strategies, no executive connections
•Customer is focused on engineering
processes and quality improvements
•What do we need?
•What should we do now?
•By when?
•Who from PTC?
•Who from
customer?
•What do we need?
•What should we do now?
•By when?
•Who from PTC?
•Who from
customer?
• Roadmap is only for project work
focused on Engineering
• Creo license updates are planned
next qtr
• Working 2 tier model (Steering Team
and Working Team). Participation is
sporadic, value is questioned
•What do we need?
• Quarterly meeting to discuss issues.
•What should we do now?
Also gives access to other parts of
•Who do we need from the client?
business?
Copyright ©2011, PTC
•Who from PTC?
•Who from
customer?
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