A l a d d i n. c o m Aladdin Distributor Conference Laila Arad-Allan VP Software DRM September 12,...

a l a d d i n . c o m

Aladdin Distributor Conference

Laila Arad-AllanVP Software DRM

September 12, 2008

a l a d d i n . c o m 2

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Agenda

• Background

• The Challenges

• The Distributor Conference

• The Event Sessions

• The Results


About Aladdin

Headquarters: Tel Aviv, Israel

Global Presence:

Strong Financial Momentum:

Founded: 1985, publicly traded since 1993

Employees Worldwide: 465

2007 revenues: $105.9M (+19%)

2007 profits: $17.6M (Non-GAAP)

World Renowned Products:

Global leader in Software DRM (Digital Rights

Management), fast growth, innovative Enterprise Security products

Offices in USA, UK, Germany, France, The Netherlands, India, Spain, Italy, Japan and China.30 Distributors worldwide


About HASP SRM

• A software protection and licensing system; innovative!

• We are a market leader: 42%; +2% annually

• We won 3 important awards

• We target software publishers andsystem vendors

• We offer flexible tools for increasingbusiness and optimizing the protectionand licensing lifecycle


About Aladdin’s Sales Channel

• Sales offices in 10 countries– Direct sales– Sales offices are part of the Aladdin global organization– Our business unit works closely with them on a daily basis

• Around 30 distributors in countries without an office– Some of them have been with us for over 2 decades– Highly dedicated and professional– Some are mom and pop shops– Others are big organizations with small HASP sales teams– We hold quarterly product webinars– Traditionally we hold a distributor conference every 1.5 to 2

years


What Happened 1.5 Years Ago

• Software protection and licensing needs have changed

• We released HASP SRM – our new generation solution

• Ground-breaking technology

• No longer just a dongle

• No longer an off-the-shelf product

• We no longer target just software developers

• Expanded target market: new segments, new players, broader audience

• Solution became more complex in features and in sales cycle

• New positioning, new messages to the market

• More complex business and pricing model


The Challenges: Our Distributors

• Doubt and uncertainty about the new HASP SRM solution

• Still selling the old generation HASP: bad for Aladdin and the customers

• Do not know how to target the new market segments;

• Do not understand the new positioning and messages (e.g. homegrown)

• Had to switch from selling a boxed product to selling value; not realizing

the value

• Had to switch from a very simple business model to a more complex

• Bottom line: they couldn’t and weren’t selling HASP SRM


Distributor Conference January 2008

• Luke Hohmann – Enthiosys CEO - was the event facilitator

• All sessions were planned with Luke Hohmann and Don Gray from Sales Engineering Group

• Frontal presentations; group activities; innovation games; case studies

• The Goals:

– Gain confidence in HASP SRM

– Realize the huge potential of HASP SRM

– Learn how to sell the value

– Learn how to target and sell into new markets


Distributor Conference: The Sessions

• Customer Centric Selling

– Different customers perceive value differently; different roles in a customer organization perceive value differently

– How HASP SRM provides value to different customers and roles

– Case Studies:

• Aladdin sales reps presenting how they sold the value

• Aladdin HASP SRM customers presenting how they perceived the value

• Activity: identifying the key elements for success based on the presented case studies

– Spider Web Innovation Games® – analyzing and discussing the case studies, identifying who was in the sales process on both sides; who values the solution



• Customer Centric Selling

– Strategies and tools for customer centric selling

• Solution development prompter booklet: asking the right

questions; offering the right solution

• Opportunity assessment tactics

– Choosing the opportunities to pursue

– Managing the risk in each opportunity

– Assessing the unknowns

– Activity: score-based opportunity assessment



• Product Box – Innovation Games®

– Half day session in work groups

– Each team chose a target customer and had to build a product box that communicated the value

– Discussion between team members as they were working demonstrated that they absorbed and digested a lot during the previous day



• Remember the Future – Innovation Games®

– Distributors were asked to imagine it is one year later

(January 2009)

– They were at a party celebrating hitting their goal of a 20%

increase in HASP SRM sales

– They were asked to list what they will have done to enable their

success and what Aladdin will have done to help them

– Each distributor then had to present his/her future


The Results

• Event was a great success

• We’re following up on each distributor as per their “Remember the Future” commitments

• Most distributors have already held local HASP SRM events

• Their marketing materials are in line with our positioning and messaging

• We see an increase in HASP SRM sales among our distributors

• We get feedback from them which helps us tailor our messaging and pricing model

• Aladdin is holding follow-up local events with some of the distributors to further strengthen their sales capabilities


Thank You

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