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 New converted 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 new information

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 how the 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

SE begins Technical Account Plan (TAP) SE begins POC plan, CONFIRM

Evaluation & Proof event details, schedule, requirements and determine client ability/capability to deploy

CONFIRM Evaluation & Proof close out meeting attendees which must include the Technical Champion & Economic Buyer or Business Stakeholder benefiting from our 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 from solution must be present

Update Splunk Value Stack Schedule a joint follow up

meeting with the Technical Champion and Economic Buyer

SE updates TAP and Customer Success Plan (CSP), including deployment plan and required actions

Meet with Legal & Procurement and begin contract process

Face-to-face follow up review of 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 review and 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

confirm contracting vehicle - Shrink Wrap - Enterprise contract - Professional Services Agreement - Statement of Work

Confirm the paper process (steps to signature) Confirm committee review schedule (if any) Execute Reference Calls SE updates TAP and 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

SE finalized TAP, CSP, and deployment plan

Executed Contractual Documents

Confirm Booking 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? - How are 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 how the 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 from solution?

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 follow up meeting with the Economic Buyer?

Have we updated the Splunk Value Stack? Have we updated the business case with new

information gained from the 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 EB if committee review or

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 A Technical 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 A coach 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 ANY project 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 a checklist of key items that need to be considered for any successful deployment including services, education, architecture, overall customer readiness, Splunk staffing, and high level 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.