Vertical Road Map

1
Vertical Road Map

• November, 2002
• Prepared By Christopher Markley
• 512.845.9967

2
Objectives

• Give vertical VADs / VAMs a roadmap to tools,
  information, lead generation activities, and
  initiatives supporting vertical sales goals.
• Communicate vertical Go To Market plans, sales
  material, and marketing programs created to
  support the verticals.
• Vertical Leads, working with your Regional
  Marketing POC, are in place and have resources to
  help develop, implement, and support vertical
  sales initiatives within your markets.

3
Agenda

• Vertical Sizing, Targeting, and Data Gathering
• Vertical Programs and Sales Support
• Lead Generation
• Training
• Tracking of Performance

Vertical Roadmap Wheel
4
Vertical Sizing, Targeting, and Data
GatheringSection
5
Sizing,Targeting, and Data Gathering Section

• Vertical Model Overview
• NHQ Marketing Database Web Site
• Vertical Performance by Market
• Market Penetration (Market share)
• Channel Performance
• Revenue by Vertical
• Etc ..
• Vertical Targeting
• Smart Growth Market Dashboard Presentations

• Where to find the Resources and Tools Needed
• Vertical Sizing Model is located at
• ftp//ftp.nextel.com/pub/cmarkley/Vertical20Info
  /
• NHQ Database Web Site for Area / Vertical /
  Channel Performance and Information located at
• http//nhqdbm03/nextelsite/logonform.csp
• Contact Bill ODonnell (703.433.3796) for
  username password information
• SmartGrowth and Market Dashboard Studies
• Contact your AVP or Regional Marketing Director
  for Studies

6
Vertical Sizing Model Overview- Business
Requirement Objective

• Implement a standard to effectively size, focus
  and support the VAD / VAM field sales
  organization
• Develop a standard template for all Areas that
  considers multiple factors
• Nextel strategic direction
• Availability of wireless solutions built around
  industry needs
• Vertical opportunity sizing, penetration
  statistics, Area / Market data reporting
• Growth and retention factors
• Buying behavior
• Propensity of the segment to adopt wireless
  technologies
• Immediacy of data requirements
• Competitive intensity
• Profitability
• ETC.

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Vertical Sizing Model Overview - Template Approach

• Use Vertical Penetration by Geography as primary
  data source
• Located within NHQ Database Web Site
  http//nhqdbm03/nextelsite/logonform.csp
• Building the template
• Enter the Markets / Areas data points into
  template (green shaded fields)
• Business Locations, Number of Accounts, Total
  Employees, Number of Units
• Several fields automatically calculate
• Account Penetration, Unit Penetration, B / (W)
  than Region Avg., ETC.
• 4 Primary Factors provide a weighted calculation
  for the Areas vertical focus
• GB Vertical Support Factor 40 Weighting
• Targeting verticals by the level of support from
  NHQ Vertical Segment Teams focused on the GB
  segment
• Opportunity Factor 20 Weighting
• Targeting verticals by the size of the
  opportunity relative to other verticals in the
  area
• Growth Factor 20 Weighting
• Targeting verticals by the Areas relative
  position below the regions unit penetration
  average
• Defense Factor 20 Weighting
• Targeting verticals by the Areas relative
  position above the regions unit penetration
  average
• 2 Considerations for determining the number of
  VAMs needed
• Number of VAMs needed determined at ratio of 500K
  Total Employees per VAM
• Based on Enterprise model 8-10 reps per team
  assigned approx. 500K employee opportunities

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Vertical Sizing Model

• Vertical Sizing Model located at
• ftp//ftp.nextel.com/pub/cmarkley/Vertical20Info
  /
• Questions regarding the model can be addressed to
  Greg Elwell (Sr. Marketing Manager North
  Region) or Christopher Markley (GB Vertical Team)

Opportunity Factor
NHQ Vertical Support Factor
Growth Factor compared to Regional Avg
9
NHQ Marketing Database Web Site

• NHQ Database Web Site for Regional / Area /
  Vertical / Channel Information
• Located at http//nhqbm03/nextelsite/loginform.cs
  p
• Contact Bill ODonnell (703.433.3796) for
  username password information

• Regional / Area / Market / Vertical Level
  Info
• Monthly YTD GA, Net, Churn, ARPU, and Ending
  Base Performance by
• Vertical (GB Enterprise)
• Vertical SIC 4 Level
• Channel
• Area / Market Level
• Opportunity Embedded Base Penetration
• Account
• Units
• Handset Performance
• Revenue Performance

10
NHQ Marketing Database Web Site

• Example of Reports found within the NHQ Marketing
  Database Web Site
• Located at http//nhqbm03/nextelsite/loginform.cs
  p
• Contact Bill ODonnell (703.433.3796) for
  username password information

Area, Channel, and Vertical Performance
Monthly Activity Reports
Handset Performance
11
Vertical Targeting

• Vertical prospect maps by zipcode have been
  developed in helping to identify vertical
  opportunities within the market place.
• Vertical Maps Available
• South Region Construction , Services, and
  Retail
• North Region Construction, Services, and Retail
• West Region Construction, Services, and Retail
  (additional maps available, check with Regional
  POC)
• Contact Vertical Lead or Regional Marketing
  Manager for your markets vertical maps

12
Smart Growth and Market Dash Board

• SmartGrowth Market Profile
• SmartGrowth Market Profile and Categorization
  Framework provides not only the SmartGrowth
  Categorization Analysis, but also key
  market-level data for sub area planning
  Demographic Network Profile, Subscriber
  Statistics, Channel Production, Economic
  Performance and Marketing Assessment.
• Contact your AVP or Regional Marketing Director
  for additional information
• Market Dash Board Study by Accenture
• Analysis has shown an inconsistent level of
  penetration across all business segments, with
  considerably lower penetration in the medium and
  large business segments.
• Contact your AVP or Regional Marketing
  
  Director for additional information

- Penetration of Prospect Universe -
Penetration of Total Number of Employees
Source August 2002 End Units, Prospect universe
(sum of total employees in businesses) according
to DB. Government universe according to
Information Marketing estimates.
13
Vertical Programs and Sales Support Section
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Vertical Programs and Sales Support Section

• Vertical Lead Who is leading which vertical?
• SNC / INC Web Site
• Go To Market Plan Examples
• Sales Support Examples
• Marketing Support Examples
• Trade Shows

• Where to find the Resources and Tools Needed
• SNC / INC Username and Password
• Web information for both Direct and Indirect
  Channels at
• Direct http//sales.nextel.com
• Indirect http//indirect.nextel.com
• Towne Username and Password
• Allow you to order sales collateral and
  materials, which arent in electronic format on
  SNC / INC
• Contact Regional POC for username and password

Examples of Sales Marketing support only may
reflect one vertical shown, however, this does
not imply material for other verticals doesnt
exist. Please contact Vertical Leads at NHQ or
Regional level for detailed sales and marketing
support for particular verticals
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Vertical Lead Who is leading what and who is my
regional POC?

• Each vertical is unique and will have a different
  market and support strategy. Please contact the
  vertical leads for questions pertaining to sales
  / marketing support and material, if not found on
  SNC / INC.

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Vertical Sales and Marketing Support via SNC / INC

• Vertical sales and marketing support can be
  found via the web via SNC / INC websites
• Web information for both Direct and Indirect
  Channels at
• Direct http//sales.nextel.com
• Indirect http//indirect.nextel.com

User Name and Password can be requested via this
link
17
Vertical Sales and Marketing Support via SNC / INC

• Sales tools can be found for the following
  verticals within SNC and / or Inc
• Construction
• Real Estate
• Services
• Transportation
• Healthcare (coming soon)
• Financial (coming soon)
• Retail (coming soon)

Click on icon for vertical specific material
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Vertical Sales and Marketing Support via SNC / INC

• Construction Vertical sales and marketing
  material available on-line
• Transportation Vertical sales and marketing
  material available on-line

19
Vertical Sales and Marketing Support via SNC / INC

• Service Vertical sales and marketing material
  available on-line
• Real Estate Vertical sales and marketing material
  available on-line

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Vertical Go To Market Vertical Strategies
Example

• Go To Market Vertical Strategies
• Contact Vertical Lead and / or Regional POC for
  vertical strategy in your area
• Support and Implementation of the following
  examples
• Direct Channel Program
• Direct Mail 35K Prospects, 2K Embedded Base
• Messaging Direct Connect
• SmartLeads
• Telemarketing Blitzs
• Leveraging Print Advertising
• Program Concluded End of September
• Indirect Program
• A three-fold AR program focusing on the segment.
  The objective of the program is to generate
  quality leads to support the Indirect channel.
• Phase one is Advertising.
• Phase two is Direct Mail- 10K to Area.
• Phase three is Outbound Telemarketing.

21
Vertical Sales Information via SNC / INC website
Example

• Vertical sales and marketing support can be
  found via the SNC / INC websites
• Direct http//sales.nextel.com
• Indirect http//indirect.nextel.com

About The Industry Write Ups
Benefits To Our Data Solutions
Cold Callings Scripts
Testimonials
Collateral
Faxable Fliers
Why They Buy Wireless
Competition
Customer Objections
Technical Info On Our Targeted Data Applications
22
Vertical Sales Team Conference Calls Example

• Conference Calls to Sales Teams Bi-weekly or
  monthly
• Round Table of Ideas
• Presentation of Sales Material and Resources
• Current Opportunities
• Recent Wins Challenges
• What are the vertical leaders doing to educate
  the field
• What we are doing to train the field to become
  vertical experts
• Communicate solutions fit our verticals TODAY,
  and what are we doing to move them forward
• Check with your Regional POC or Vertical Lead for
  additional information on times and call-in
  numbers

23
Vertical Marketing Support 4Q DM Creative
Example

• Vertical-specific Creative

Construction-specific handset added to creative
layout (i700plus)
Construction-specific photography and subheads
Construction-specific copy used throughout the
piece, especially in discussing Direct Connect
and the handset
Construction-specific handset added to creative
layout (i700plus)
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Vertical Marketing Support 4Q DM - Examples

• 4Q Direct Mail campaign with vertical focus.
• Contact Vertical Lead and / or Regional POC for
  your markets direct mail prospect list and lead
  generation opportunities surrounding the
  campaigns.

Healthcare
Real Estate
Property Management
Construction
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Vertical Marketing Support Examples
Sales Collateral can be ordered at Towne.
Contact your Regional POC for access
INC / SNC Vertical Specific Information For
Sales Teams
Nextel.com Web section for customers to learn
more about Nextel vertical offerings and products
related to their industry
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Sales Support Testimonials by Vertical Examples

• Testimonials can be found via SNC / INC websites
• Direct http//sales.nextel.com
• Indirect http//indirect.nextel.com

Real Estate
Services
Healthcare
27
Vertical Data Applications Sales Material Examples
im1100 Faxable Development for Sales Channels
Corrigo / Nextel Joint Partnership Faxable
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Vertical Sales Guides and Scripts

• Sales Guides can be found via SNC / INC websites
• Direct http//sales.nextel.com
• Indirect http//indirect.nextel.com

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Vertical Print Advertisement Example
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Vertical Print Advertisement Schedule Example
Print Advertisement Schedule - Check with
Regional POC for details within your markets
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Vertical Trade Show Rollup Example
Contact your Regional POC or Vertical Lead for
Tradeshow and Association Event Support
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Lead Generation
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Vertical Lead Generation Section

• Prospect Files
• Embedded Base Files (Customer Lists)
• SFA (Sales Force Automation) Tools
• Smartleads (currently being used)
• SmartConnect (next generation)

• Where to find the Resources and Tools Needed
• Smartleads Username and Password
• Contact Regional POC for username and password
• Ability to access FTP.Nextel.com
• Contact IT support if you cant access ftp site

A few Regions and Areas might have similar
information in other locations. This section
only describes the NHQ programs and locations to
NHQ generated files.
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Lead Generation
Contact your Vertical Lead and Regional POC for
the latest developments with vertical
prospect and embedded base files Files will be
posted via FTP.Nextel.com web site

• Lead Generation
• Prospect
• Vertical Leads or Regional POC should have access
  to prospect files by vertical and by market in
  excel format.
• Vertical lists have been placed in the following
  links on ftp.nextel.com
• ftp.nextel.com/pub/DatabaseMarketing/VerticalLists
  /Construction
• ftp.nextel.com/pub/DatabaseMarketing/VerticalLists
  /HealthCare
• ftp.nextel.com/pub/DatabaseMarketing/VerticalLists
  /Retail
• ftp.nextel.com/pub/DatabaseMarketing/VerticalLists
  /RealEstate
• ftp.nextel.com/pub/DatabaseMarketing/VerticalLists
  /Transportation
• ftp.nextel.com/pub/DatabaseMarketing/VerticalLists
  /Services
• The lists are compressed due to the large volume
  of data, but can be opened
• using WinZip. The Files are in "Comma Separated
  Values" format (.csv) so
• they can be opened in Excel by double clicking.
  Afew of the files in the Services
• vertical exceed the 65,000 row limit in Excel,
  these will need to be opened in
• MS Access if all records are needed.
• Embedded Base (Customer Lists)
• Embedded base files by account penetration
  being developed and will be sent to Vertical
  Leads and Regional POCs and placed on the
  FTP.Nextel.com web site.

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Vertical Lead Support For All Areas Markets

• Prospect lists to be delivered in addition to
  supporting sales material for a complete sales
  package. Contact your Regional POC and / or
  Vertical Lead for additional information.

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Lead Support via SFA (Sales Force Automation)

• A few vertical campaigns (DM / OBTM) are sending
  leads via Smartleads to the reps. handsets.
  SmartConnect will be the SFA in the future and
  the verticals will use this as the tool for
  delivering leads and prospects to the field.
• Contact your Regional POC for username and
  password to the following tools.
• Smartleads
• Being used today throughout the country and some
  vertical initiatives are using the tool to
  deliver and distribute leads.
• SmartConnect
• Next-generation Sales Force Automation (SFA)
  tool, SmartConnect. SmartConnect is scheduled to
  roll out to all Markets by early next year and
  will be used by both direct and indirect channels.

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Lead Support via SFA (Sales Force Automation)

• SmartConnect Capabilities Overview
• Opportunity (Prospect) Management
• Integrated with DEI sales methodology,
  SmartConnect tracks the opportunity through the
  sales stages 1st Appointment,
• Follow-up Appointment, Proposal Submitted, Verbal
  Commitment, Sold, and Dropped with reason and
  Fallback with reminder
• task.
• SmartConnect offers an improved process to
  provide Lead quality feedback. It provides the
• capability of measuring, evaluating, and
  improving the quality of leads received from
  telemarketing
• A file can be attached (such as a proposal
  or quote) to any opportunity record, to help the
  Reps better
• track their opportunities with supporting
  documentation.
• SmartConnect can be synchronized with
  Outlook for emails, tasks, and calendar,
  resulting in
• improved communication and time management.
• Forecasting
• You will have the ability to forecast using
  the DEI process stages for each opportunity.
  SmartConnect
• provides accurate insight to the monthly sales
  funnel.
• \ SmartConnect offers Regional/Area
  summaries of potential, forecasted, and closed
  opportunities, an
• excellent tool for forecasting and sales funnel
  management.
• You will be able to forecast product lines
  within an opportunity (Voice, Data, and Third
  Party) for a

38
Training
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Vertical Sales Institutes

• Vertical Training
• Bi-Weekly / Monthly Vertical Calls are a great
  place to find out and learn the latest
  developments within the vertical.
• Check with Vertical Lead and Regional POC for
  updated meeting times and call in numbers.
• The Real Estate Vertical has one to two hour
  training sessions over the phone. Contact
  Vertical Lead for additional information.
• Self Help Training documents can be found on
  SNC / INC.
• Vertical Training is being evaluated and
  developed with launches and programs next year.

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Vertical Sales Institutes
Contact the Vertical Lead (Daryl Newman of
Construction and / or your Regional POC to find
out the latest locations being offered
construction institutes !!!!!!
Construction Institute Sales Training
Institute Sales Feedback
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Tracking of Performance
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Tracking of Performance

• Vertical Performance Updates to be delivered
  monthly for the following verticals.
• Construction
• Services
• Retail
• Vertical Performance Updates will cover regional
  / area / and market level information and
  trending for the following, but not limited to
• Gross Adds, Net, ARPU, churn , channel
  performance, penetration percentages, and the
  tracking of vertical sales initiatives within the
  markets.
• Example of a vertical performance report (Service
  Vertical) can be found at
• ftp//ftp.nextel.com/pub/cmarkley/Vertical20Perfo
  rmance20Reports/
• NHQ Marketing Database can help you track your
  vertical performance
• http//nhqdbm03/nextelsite/logonform.csp
• Scorecard can help track sales performance by
  sales team and rep
• Login on using this web site http//scorecard.ne
  xtel.com to set up username and password

43
Summary of Where to find Resources and Tools Needs

• Direct and Indirect web information at
• Direct http//sales.nextel.com
• Indirect http//indirect.nextel.com
• Link on SNC / INC for Username and Password
• Towne Username and Password
• Allow you to order sales collateral and
  materials, which arent in electronic format on
  SNC / INC
• Contact Regional POC for username and password
• Vertical Sizing Model is located at
• ftp//ftp.nextel.com/pub/cmarkley/Vertical20Info
  /
• NHQ Database Web Site for Area / Vertical /
  Channel Performance and Information located at
• http//nhqdbm03/nextelsite/logonform.csp
• Contact Bill ODonnell (703.433.3796) for
  username password
• SmartGrowth and Market Dashboard Studies
• Contact your AVP or Regional Marketing Director
  for Studies