Description of Bizdev and Marcom services provided by Ailanthus Advance to ITC companies willing to set their footprint in the Iberia region (Spain and Portugal)

1. Outsourcing of Specialized Services in the Areas of
Sales, Marketing & Communications

2. Doing Business in Spain
 Strong barriers of entry
 Highly competitive and technologically advanced market
 Sophisticated procurement processes, not always “transparent”
 High number of new (foreign) competitors entering every year,
many with poor results mainly due to:
 Inadequate preparations and trying to “walk it alone”
 Poor understanding of market and how to do business in Spain
Your local partner will make the difference!

3. About us
Our Business Positioning:
Service company specialized in the outsourcing of Sales
and Marketing services for foreign companies entering
the Spanish and Portuguese market
– founded in 2002
Our Clients:
IT & C high tech software,
equipment and solutions
manufacturers
- SMBs, start-ups, etc.
Business segments we currently cover:
Telecoms, utilities, systems integrators,
facilities management service providers
– “complex sales”

4. Our Philosophy
We make our Customers’ Objectives our
Objectives, and focus on results
We are small, specialized and highly
flexible, which enables us to give a
personalized service that generally exceeds
Customer Expectations
We create long term relationships with the
aim of becoming your trusted partner, but
also work on projects and assignments

5. How Can we Help Your Company?
We assist companies willing to enter or consolidate their
current business in the Spanish & Portuguese Markets:
Design and Execution of Marketing Actions Oriented to Increment the Bottom Line
Specialized in the introduction of technology start-ups, innovative business and small size
organizations
Extensive networking contacts within Technology Intensive User Industries
After sales local support (technical & account management)
Project Consultants

6. Value Proposition
We adapt and localize your value proposition to the local market:
 Who are the competitors to be beaten in the region?
 What are the needs of the potential clients?
 How do your products compare to «the state of art»
 What should your value proposition be and what are your «key selling points»?
MARKET
“STATE OF YOUR PRODUCTS
ART” YOUR VALUE
PROPOSITION
CUSTOMER COMPETITORS’
/USER PRODUCTS

7. The Target Market
The target market for your products (THIS IS JUST AN
EXAMPLE)
We select the key target
accounts:
Your products T2
•T2,T3 SERVICE PROVIDERS
&
solutions UTILITIES •ISP & HOSTING S.P.
•VoIP S.P.
• UTILITIES &
TIER 3 INFRASTRUCTURE MGMT.
ISP, VoIP, HOSTING
INFRASTRUCTURE MGMT.
POTENTIAL CLIENTS

8. How to Reach Your Market
Selection of your target
accounts
Definition of your
“secondary” accounts
Your Channel Strategy
(when/if applicable)

9. Build your Reputation Locally
and on Several Levels
You may be No.1 in your field in
other markets, but the local
Customers, Channels, and even
Competitors, must acknowledge your
leadership…
System Integrators,
SALES
Key Accounts & OEM Deals
Brand awareness , Competitive MAR-
Positioning & Positioning as “thought leaders” COM

10. Pull-Push Strategies
 Pull: create demand through direct business development of
key accounts
 Push: response to demand generated through Channel
Partners
Business consultants
Systems Integrators PUSH
CLIENT PULL
Demand
creation
Software Houses

11. Filling your Sales Pipeline
Efficiently
Ready for launch of
products & services
Testing the • MarCom activities that
support sales actions
market • Business development
• Meetings with key actions
accounts
• Meetings with
Your channel partners
sales
opportunity
sales
Competitive • Resulting in the 1st opportunity
Positioning draft of the
• Based on sales/market plan
sales
previous opportunity
analyses
Pipeline…

12. Push – Through the Channel
(examples)
Accenture
Indra
ATOS Origin
Neoris
IBM
HP
CapGemini

13. Push – Target Clients (examples)
Tier 1 Tier 2 Tier 3 ISP &
Hosting Utilities
telecos telecos telecos VoIP
Orange Ono R Galicia ClearWire Acens Union Fenosa
Endesa
Vodafone ES Jazztel
TeleCable Ibercom Arsys
EDP
Vodafone PT BT
Neo-Sky VozTelecom Amen Gas Natural
Sonaecom Euskaltel
Abertis
Piensa
Iberbanda CapCom
Cabovisao Zon TVCabo Solutions
Iberdrola
(Telefonica, PT) Oni Zapp Mobile Claranet 1&1 FCC

14. Our Services Portfolio
MarCom: Sales & technical support:
 Market segmentation and targeting  Business Development activities towards
 Advice on Competitive positioning advice, Key channel resellers or end customer
Selling Points and pricing  Creation and Management of Pipeline:
 Lead generation and qualification
 Localization of marketing & sales material, - online
 Development and presentation of
and printed
Proposals, Bids, RFIs, RFP’s
 Organization of Events: workshops, business  Services Benchmarking and Client
conferences, trade shows, etc. Satisfaction Surveys
 Design and execution of local marketing campaigns:  Selection of Professional Services
product launches, promotions, loyalty programs, etc. Partners:
- towards channel or end customer  Consulting
 Installation
 Internet & Social Media Marketing
 Support Services
 PR actions: press releases, management of speaker
 Spares, logistics, repairs
opportunities and interviews with specialized press,
etc. with the aim of creating notoriety and thought
leadership in the market

15. MarCom Material
We offer translation and localization of all your printed MarCom & sales
material and technical manuals.
Also, we can assist you in the establishment of a basic, or more sophisticated,
online presence in the relevant Spanish Speaking communities:
 Not everybody reads English…
Brochures, Press releases,  Not everybody who reads English fully
Product & user presentations, press
manuals fact sheets, communica- understands it!
white papers.. tions, etc.
 Spanish is the 3rd international language and
business language after English and Chinese!
Website in Spanish Presence in the most important
professional networks & online  The Latin markets work differently from the
- including local contact Spanish speaking forums and
details communities Anglo-Saxon ones….in the former personal &
professional relations play a much larger role
“All messages consistently adopted to the
 Social media enable you to build more and
Spanish speaking communities”
better relationships by engaging with your
market!

16. Social Media and the Use of New
Technologies in the B2B Sectors
 If your company and products cannot be searched online in Spanish you loose
visibility and opportunities in the Spanish speaking markets!
 Do you know which are the online, professional communities and technical
forums relevant for your company?
 Are you active in these and do you monitor what is said about your brand?
 Is your company prepared for the Web 2.0,
- the interactive Web, and do you have a
strategy for you social media engagements
and use of new technologies?
If the answer to these questions is NO, consider
letting Ailanthus Advance help you in this area!

17. Technical Expertise
SERVICE NETWORKS PAYMENT
Front office and back office
VALUE ADDED SRV PLATFORMS
PLATFORMS SaaS, Virtualization
applications
ELECTRONIC EQUIPMENT
COMPUTING TECHNOLOGY
INSTRUMENTS
NETWORKING TECHNOLOGIES (optical, IP, …)

18. Services – in a Standard Timeline
planning selling
Preparations: Localization of: Execution:
Current situation, Website Scheduling and
SWOT analysis Brochures, White execution of meetings
Competitive Papers,.. with Target accounts: Phase 5
positioning Sales Pitches & Telecom, ISP, Utililies, Closure of
Value proposition, KSPs Presentations Systems Integrators Deals
Target segments Manuals Internal reviews & Phase 4
Channel strategy PR & Social Media analysis Customer
ACTIVITIES
Workshops
MarCom strategy
Phase 3
Pricing
Business
development &
leads generation
Phase 2 Technical Training of Sales:
Localisation Potential Customers: Negotiation/Closure of
Phase 1 Workshops Deals
Portfolio Webinars Assist Intl. Agreements
analysis Demos Installation & Support
Pilots Partner Agreement
System Setup
Services Launch!

19. Advantages of Working with Us
 Gain in flexibility through Ailanthus different collaboration models: assignments,
projects or mid-long term agreements, with partial or fulltime dedication
 Choose services “a la carte” depending on your company's specific needs at any
given time
 Rationalize and control your costs from the beginning
 Get a “virtual” presence and let Ailanthus perform quick opportunity assessments
before you invest too heavily in the market or establish your own office
 Benefit instantly from Ailanthus’ local market knowledge and personal contact
network that will maximize your current and future opportunities in the market
 Enter the market faster and with lower risk

20. How to engage with us
 Flexible collaboration models:
 assignments,
 projects or mid-long term agreements, with
 partial or fulltime dedication
 IMPORTANT: No long term commitment; if you are not satisfied
with our services, you can “quit” with 30 days notice!.
 Choose services “a la carte” depending on your
company's specific needs at any given time

21. Client References
France Israel
Finland Norway
Germany UK
Ireland Spain

22. Contact details:
The working languages of the Office:
Ailanthus Advance team are AILANTHUS ADVANCE, SL
English, French, Nordics &
Spanish. Feel free to contact us Aramayona 6 - 2C
for a non-binding consultation! 28022 Madrid – Spain
Email:
t.: +34 91 192 2002
Business Development & Sales:
f.: +34 91 329 1423
sales@ailanthus.es
m.: +34 609444251
MarCom & Social Media: www.ailanthus.es
marketing@ailanthus.es Twitter.com/Ailanthus_Spain
¡Thank you for your attention, and please …

23. ….don’t forget to follow
us on Twitter!
@Ailanthus_Spain
¡Visit our YouTube channel!
www.youtube.com/AilanthusAdv