ACCOUNT PLANNING STRATEGIES FOR OPTIMIZING REVENUE GROWTHÁINE DENNCO-FOUNDER + EVPALTIFY

&ANDREW MIDDLETONASCEND GLOBAL PROGRAM DR.GE HEALTHCARE

INTRODUCTION & BIOS

ANDREW MIDDLETONASCEND GLOBAL PROGRAM DIRECTOR | GE HEALTHCARE

• Sales & Marketing professional

• 5 years SAM program leadership at GE Healthcare

• 8 years at GE Healthcare

• 20 years in healthcare sales and marketing

ÁINE DENNCO-FOUNDER & EVP, ALTIFY

• Strategic contributor to the company since its inception

• Works with key customers supporting their success• 25+ years in business development, strategic

operations and customer engagement• Previous senior executive positions in both public

and private companies

Customer Revenue Optimization

KEY INITIATIVES FOR 2019: REVENUE GROWTH IS THE TOP PRIORITY

Customer Revenue Optimization Benchmark Study 2019: Unlock Revenue Growth by Providing a Better Customer Experience

Revenue Growth

Customer Retention Importance

2019 89% 87%

2018 82% 87%

2017 86% 87%

89%RevenueGrowth

89% Revenue Growth

87% Customer Retention

75% Profit Growth

71% Operational Efficiency

69% Increased Market Share

45% Cost Reduction

Customer Revenue Optimization

MOST ORGANIZATIONS STRUGGLE TO ACHIEVE

PREDICTABLE REVENUE GROWTH

Customer Revenue Optimization

BECAUSE THEIR SALES TEAMS AND PROCESSES

DON’T REFLECTTHE WAY PEOPLE& COMPANIES BUYIN TODAY’S DIGITAL WORLD

Customer Revenue Optimization

STRATEGYMETHODOLOGYTECHNOLOGY

Customer Revenue Optimization

SALES VELOCITY EQUATIONTO ACCELERATE SALES PERFORMANCE

V # $ %L

=x xSALES VELOCITY

NO. OPPORTUNITIESYOU WORK

AV. DEALVALUE

WINRATE

LENGTH OF SALES CYCLE

# %

Customer Revenue Optimization

74%

114%

159%

0% 20% 40% 60% 80% 100% 120% 140% 160% 180%

Sales Cycle

Deal Size

Win Rate > 50%

Percentage of Respondents

Account Planning Used

No Account Planning

n=690Source: Account Planning Book of Evidence October 2016 © Altify

IMPACT OF ACCOUNT PLANNING ON SALES VELOCITY

WIN RATE INCREASES 59%DEAL SIZE INCREASES 14%

SALES CYCLE DECREASES 26%

Customer Revenue Optimization

0% 10% 20% 30% 40% 50% 60% 70% 80%

Percentage of Respondents

Bene

fits f

rom

Acc

ount

Pla

nnin

g

Better Win Rate

Increased Understanding of Customer’s Business

Shorter Sales Cycle

Better Customer Loyalty

Increased Deal Size

Better Executive Access

Identify Non-Competitive Deals

n=720

BENEFITS OF ACCOUNT PLANNING

Source: Account Planning Book of Evidence October 2016 © Altify

Customer Revenue Optimization

MINDSETSKILLSETTOOLSET

Customer Revenue Optimization

MY STRATEGY FOR THE CUSTOMERWHAT’S X

CUSTOMER’s STRATEGYWHAT’S MY ✓CAN I HELP?

AND HOW

Customer Revenue Optimization

GE HEALTHCAREOVERVIEW

13

A LEADING GLOBAL MEDTECH AND DIAGNOSTICS INNOVATOR

4M+ installed base2B+ exams per year

Leader in Imaging,

Mobile Diagnostics

and Monitoring

180+ analytics-based apps75B patient images managed

Leader in Data

and Analytics

25+ brands3 patients every second

Leader in Pharma

Diagnostics

Leader in China and

emerging markets

Local, globallyR&D centers in 18 countries

At Scale

2018* V%org

Revenue $19.8B 5%

Operating

Profit

$3.7B 11%

% of revenue

18.7% +1.0pt

Impact

54K employees worldwide*

$1B+ invested annually in R&D

14K patentsissued globally

160+ countries

*Includes Biopharma. The sale of GE Healthcare Biopharma to Danaher is subject to customary closing conditions, including regulatory reviews and appropriate consultation processes, and is expected to be complete by 4Q 2019.

FOCUSED ON SOLUTIONS FOR DIAGNOSIS, TREATMENT AND MONITORING

Imaging

• MR

• CT

• MI

• X-Ray

• Women’s Health

• Image Guided Therapies

Ultrasound

• Women’s Health

• Cardiovascular

• General Radiology

• Point of Care

• Primary Care

Life Care Solutions

• Monitoring

• Anesthesia & Respiratory

• Diagnostic Cardiology

• Maternal & Infant Care

Enterprise Digital Solutions

• PACS/RIS

• VNA

• Advanced Visualization

• CVIT

• Contrast Media

• Molecular Imaging Agents

GE Healthcare PartnersGE Healthcare Equipment Finance

EdisonTM Intelligence Platform

*Excludes Biopharma. The sale of GE Healthcare Biopharma to Danaher is subject to customary closing conditions, including regulatory reviews and appropriate consultation processes, and is expected to be complete by 4Q 2019.

Business lines*

Offerings

Capabilities Nine Commercial RegionsOne Integrated Supply Chain

Global Services

Pharmaceutical Diagnostics

Customer Revenue Optimization

HOW SALES HAS EVOLVED

Customer Revenue Optimization

PREVIOUS APPROACH

Customer Revenue Optimization

ASCEND TOGETHER WE RISE

Outcome-Based Sales & Marketing Methodology & ToolsFoundation

Core PrinciplesOf Ascend

Invest time to deeply understand a key customer’s business & priority

challenges

PreparationInspire and nurture the team to connect customer challenges to

business outcomes

GuidanceAlign capabilities to customer

challenges with messaging that leads to, not with our solutions

Connection

Learning & Development Account Strategy Sales Manager Enablement Offering POV Creation

Activation Activities

Account GrowthValue to the Organization

Customer Revenue Optimization

CADENCE

Customer Revenue Optimization

DIFFICULTIES

ANY DIFFICULTIES?

Customer Revenue Optimization

OVERCOMING DIFFICULTIES

ACCOUNT PLANNING PROGRESSION

Accounts move through the levels as plans become

more sophisticated

LEVEL THEME

Foundation Building the enterprise map, core team &managing operating mechanisms to capture learnings

Established Validating enterprise maps & developing team actions for key objectives

Expanded Leveraging the Account Team to scale learnings & validate unit level Mapping

Connected Connect the dots from units to enterprise to develop insights and new opportunities

Customer Revenue Optimization

REVENUE GROWTH

Customer Revenue Optimization

SUCCESS

ÁINE DENNCo-Founder & EVP

Q&A

ANDREW MIDDLETONAscend Global Program Director