AWS Korea 2016

1. Building Successful GTM Strategy
For the US market
Tae Hea Nahm | Managing Director

2. Tae Hea Nahm: Co-founder of Storm Ventures
Building Enterprise Leaders
Tae Hea Nahm of Storm Ventures:
A Believer and a Skeptic in One
Secrets Of An Investor Who Built Two Unicorns

3. Building Enterprise Leaders
Market Leaders by
Solving the GTM
Enterprise Sector
Concentration
First/Early Investor
Repeated Success
Builds
Storm Brand
and Platform
Financial Returns
16 years
5 funds
1 vision
Building Enterprise Leaders
Market Leaders by
Solving the GTM
Enterprise Concentration First/Early Investor
Repeated Success
Builds
Storm Brand
and Platform
Financial Returns

4. Marketing Sales Finance/
Support
HR Eng Verticals
Lexigram
Security
Infrastructur
e
*
*
*
*
*
* *
*Exite
d
Storm Enterprise Concentration

5. GTM Disruption
Relationship Selling
Experienced Sales Rep
Dependence
Other Platforms
Digital GTM
Science w/ Data, Tools, Platforms
Independence
Repeat, Scale, Predict

6. Want to
buy
Potential
Customers
PotentialCustomers
Traditional GTM: relationship
Nurture Close
Want to
buy
CloseProspecting
(rolodex)
Experience

7. Nurture Close
Want to
buy
Close
CRM
PotentialCustomers
Inbound
Targeted
Outbound
Platform
Marketing
Automation
WinLeads
Digital GTM: no prior relationship
Name

8. Nurture Close
Want to
buy
Close
CRM
PotentialCustomers
Inbound
Targeted
Outbound
Platform
Marketing
Automation
Digital GTM: Storm investments
WinLeadsName

9. Nurture
Want to
buy
Close
PotentialCustomers
Targeted Outbound: social
Who buy?
Why buy? Pain & solution
How contact? Social and Platforms
Platforms
Platform
Name of potential customer who wants to bu

10. Nurture
Want to
buy
Close
Nurture Close
Why buy? Pain & solution
Where to learn? Search and Platforms
Platforms
Inbound: Customer opt in
PotentialCustomers
Platform
Name of potential customer who wants to bu

11. Nurture
Want to
buy
Close
Fly fishing at scale
PotentialCustomers
Marketing Automation
Send content (eBook, video) personalized for that customer
when and where the customer wants it
Platform
LeadsName

12. CRM
Customer Records
Sales Process
PotentialCustomers
Nurture
Want to
buy
Close
Platform
WinLeadsName
Why buy from me today?
Repeatable sales process
• Who Buy?
• Why Buy?
• How Sell? (Playbook, Customer org)

13. Why buy from me today?
Repeatable sales process
• Who Buy?
• Why Buy?
• How Sell? (Playbook, Customer org)
CRM
Customer Records
Sales Process
PotentialCustomers
Nurture
Want to
buy
Close
Who buy?
Why buy? Pain & solution
Platform
Alignment
WinLeadsName

14. Who Buy
?
Why Buy
?
Customer Success
(Happy Customers; testimo
nial)
Learn from your early customers to align the GTM Blocks
Sales
(Repeatable Close; win rate)
Marketing
(Qualified Leads; leads/rep-
mo)
• What is the title of active user
• What is the title of the budget holder
(other approvals required?)
• What is their key reporting metric
and favorite screen
• How describe Pain and Solution
• Where learn about pain and solution
• What is their buying process and
selection criteria (why me?)
• Why buy now? urgency
• Why caused them to look?
• Target active user or budget holder
to be the champion
• Identify blockers (budget, IT, …)
• Show Wow! (for the boss
and user)
• Case Study; Sales collateral
• Foundation for sales process and
competitive analysis
• Target Profile for targeting
outbound and qualifying inbound
• Prepare to content to overcome blockers
(show key reporting metric)
• Highlight in website, joint webinar
and nurture campaigns
• Use description for search terms;
website; message; content marketing
• Place for content marketing and ads
• Content marketing
• Is there a nearby potential wave? (such as an emerging new platform or
major disruption)
• How to ride the wave? Right message to ride the wave

15. Surfing GTM
Aligning the GTM Blocks with the wave
Repeatable Close
Qualified Lead
s
Wave
Happy Customer

16. How AWS helps our GTM?

17. Why does MobileIron use AWS?
Attribute Benefit
Cost effective &
fast go-to market
No data center buildout; no machines to buy; pay Amazon as you grow
Respect data sovereignty by choosing in-country AWS regions
Multiple zones per region for high availability, while keeping data locally
Scalable deployment model allows us to grow with customers
Inherit security
features from AWS
Physical & logical access controls protect infrastructure
Easily enabled data at rest encryption protects customer data stored in AWS
Country-specific certifications provide confidence for non-US customers
Pre-certified infrastructure speeds MobileIron’s certification process
AWS Certifications

18. Why does MobileIron use AWS?
• Thousands of MobileIron (MI) Cloud Tenants hosted in multiple AWS Regions
• Leverages AWS global infrastructure
– MobileIron hosts MI Cloud in multiple AWS Regions (or locations) around the world
– MobileIron Site Reliability Engineering Team manages MobileIron Cloud from US and India
• Leverages AWS services
– MobileIron creates AWS templates for simplified deployment model
– AWS Server Snapshots provide easy roll back
– Amazon DNS simplifies DNS updates
AWS Regions:
MI Cloud ü ü ü ü
MI Cloud (FedRAMP Compliant) for
US Federal customers
ü
MI Access ü ü
FedRAMP
Moderate

19. Smaller Storm Ventures US Startup - Tech Stack
Non AWS Tech Stack
Time Centric Database Communication Tools
AWS Tech Stack
CloudFormation
Lambda
API Gateways
Kinesis Streams
IAM Roles
Redshift
Postgres
Logstash
Data Pipeline servers
Elastic Map Reduce
S2 Buckets
Credstash
AWS Cloud
Startup’s proprietary code
AWS Tech Stack + Cloud reduces costs and drives innovation

20. How AWS helps our investments
WITH AWS
• Rapid Innovation
(right tech stack)
• Relief for customers on
data sovereignty, security,
scalability, integration
• Lowest Cost
• AWS Marketplace
CLOSE CUSTOMERS
• Growth !!!
INVESTOR RETURN
• IPO
• M/A

21. Building Enterprise Leaders
Market Leaders by
Solving the GTM
Enterprise Sector
Concentration
First/Early Investor
Repeated Success
Builds
Storm Brand
and Platform
Financial Returns
Korean SaaS
Right tech stack (AWS)
5+ US customers (small $ ok)
Early Digital GTM (website)
CEO frequent USA
Building Enterprise Leaders
Market Leaders by
Solving the GTM
First/Early Investor
Repeated Success
Builds
Storm Brand
and Platform
Financial Returns
Enterprise Concentration