Sample GTM Playbook: MobileIron
               Urgent                          Marketing-                                    st                                nd
                 Pain                          Generated                                   1  meeting                        2  meeting                                Eval                      Exec meeting                               Win
                                                    Lead                    Quality                           Ask for 2nd mtg                     Ask for Eval                       Boss to table                      Ask for Order
               Execs                        Lead Source:                                  WOW #1                            WOW #2                             •  Turn up live                    • Get boss to table                • Initial order
               replacing                                                                                                    Enterprise                            instance                        • Present test plan                • Convert eval to live
               blackberry                   AT&T and Apple                                Selective Wipe                                                       •  Customer execute                  results and                      • Introduce customer 
               with                                                                                                         AppStore                              test plan and                     customer success                   success team
               iPhones                      • Have mobile devices                         • Explore needs and                                                     document results                  plan
                                              and apps?                                     motivation                      •  Peer references and             •  Find challenges                 • Initial pricing and 
                                            • Users want to pick                          • We solve security                  product deep dive                                                    executive 
                                              own device or BYOD?                           for apps and                    •  Why beat                                                             references
                                            • Are you worried about                         devices                            competition
                                              security of your data?                      • Innovative mobile               •  Future proof 
                                                                                            security platform                  platform
                                                                                            for BYOD/corporate              •  Get eval approval
                                                                                            while protecting 
                                                                                            privacy
                                            •                                             •   st                            •  2nd meeting                     •  Easy eval turn-on               • Exec summary                     •  Quick quoting tool
                                               SEO/M programs and                           1  meeting 
                                               website landing                              presentation                       presentation with                  and tutorial                      talking points and               •  Click thru legal 
                                            •  SDR outbound email                         • Supporting videos                  deep dive and                   •  Eval checklist                    exec references                     agreements
                                               and calls                                    and product                        competitive                     •  Competitive traps               • Eval results in nice             •  Welcome kits and 
                                            •  Channels and                                 information                     •  Key features for                •  Engineer hotline for              dynamic dashboard                   training video
                                               ecosystem referrals                        • WOW #1                             differentiation                    issues                          • Executive calls
                                                                                                                            •  WOW #2
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Sample GTM Playbook: Marketo
      Playbooks in Progress: 
     Some examples of playbooks 
       at different stages
       1 Playbook Stage Examples
       1
          Sales-Led
      Marketing              st              nd
        Lead               1  Mtg           2  Mtg             Eval          Exec Mtg              Win
                Qualify
                                                     OR
        Marketing-Led
       Name               Webinar         Free Trial          Usage           Upsell to            Win
                                                              Report             Paid
                Qualify
                           Nurture
    5
                Playbook Stage Example
           1 Playbook Stage Example
           1
          Sales-Led
          Sales-Led
             MMararkketetiing ng 
                                                                  nd
                                               st                nd
                                               st               2  Mtg
            Generated                                           2 Mtg
            Generated                         1  Mtg                                Eval             Exec Mtg             Win
     hh                                       1 Mtg                                 Eval             Exec Mtg             Win
     h         Lead
     cc        Lead
     c                        Qualify
     uu                       Qualify
     u
     oo
     o
     tt
     t
       
      
     yy
     y   Marketing-Led with Inside Sales
     vv   Marketing-Led with Inside Sales
     v
     aa
     a
     ee
     e
     HH
     H
       
              Digital 
              Digital 
      
       
                                                                                Drive Usage        Inside Sales
                                             Webinar                             Drive Usage       Inside Sales
                                             Webinar           Free Trial                                                 Win
                                                               Free Trial                                                 Win
      
       
             Marketing
             Marketing
      
       
      
       
      
                             Qualify
                             Qualify
       
      
       
      
     hh
     h
     cc
     c                                       Nurture
     uu                                      Nurture
     u
     oo
     o
     tt
     t
       
      
     tt
     t
     hh
     h     Marketing-Led with Self-Serve
     gg    Marketing-Led with Self-Serve
     g
     ii
     i
     LL
     L
                                                                                    Drive           Self-serve       Expand with 
              Digital                                                               Drive           Self-serve       Expand with 
              Digital                                         Free Trial
                                            Website           Free Trial
            Marketing                       Website                                Usage             to Paid             usage
            Marketing                                                              Usage             to Paid             usage
                              Qualify
                              Qualify
                                             Nurture                                             MMaannuuaall
                                             Nurture
                                                                                                 Automated
     6                                                                                            Automated
     6