The document provides advice on how to scale a company in hyper-growth mode. It recommends: 1) Knowing your market and customers thoroughly to understand opportunities and focus areas. 2) Designing and optimizing the go-to-market structure to align with customer needs, such as through industry verticalization. 3) Hiring the right talent across functions who have the skills and networks needed for rapid growth. 4) Understanding what success means for each customer by identifying the right problems and champions and optimizing value delivery. 5) Leveraging ecosystem partners as force multipliers to penetrate new industries and scale through existing relationships.

1. Secrets to Scale a Company in Hyper
Growth Mode
Chris Donato | President Sales & Field Engineering
Shelli Vivona | SVP Business Development & Ecosystem

2. About Chris and Shelli
Chris Donato | President of Sales & Field
Engineering
Shelli Vivona | SVP Business Development
& North America Ecosystem

3. +70%
ARR Growth YoY
$13B+
Valuation
Celonis Named Category
Leader in Inaugural
Gartner® Magic Quadrant
for Process Mining Tools
2011
Process
Mining
Execution
Management
System
2020
From leader in
“Celonis is the
clear market
leader in
Process
Mining”
Gartner
“From a market
share perspective,
Celonis is
dominating”
Gartner
What is Celonis?
1,350+
Customers
+70%
ARR Growth YoY
#1
Ranked by industry analysts*
$13B+
Valuation
* By Everest Group, HFS Research, and NelsonHall
We help companies find and capture value in
business processes, quickly. We drive immediate
cash impact, improve customer experience and
increase company performance.

4. North America is the Biggest Market for Celonis
▲ 9%
North America
$285B
▲ 8%
Europe
$119B JAPAN
$26B
LATAM
$15B
APAC
$27B
North America represents ~60% of all Enterprise Software Sales
source: Gartner
graphic excludes Greater China and Emerging APAC

5. Open Ended Addressable Market
Corporate inefficiency impacts business operations, which is far greater than just IT spend
Business OPs Spend1
$4 Trillion IT Budget (CIO)
$43 Trillion
Business Budget
(CEO, CFO, COO)
Note: 1. Credit Suisse Analyst Research Report, Jan 2021

6. Scaling a GTM Organization

7. Know Your Market
1
Design & Optimize GTM Structure
2
Hire the Right Talent
3
Understand What Success Means for Your Customer
4
Ecosystem Partnerships
5
Tenets to scaling a sales organization

8. Know your
market
1
Know the market for your product: customers,
competitors, industries you perform well in vs.
those you do not. Know all of your metrics.
Understand your value proposition. Know the
competitive landscape and why customers
choose your product.
Constantly reassess to see where your
opportunities for growth are.
Benefits
● Build your strengths
● Customer-centric thinking
● Highlights areas of focus

9. Celonis Market:
✓ Emerging & disruptive technology segment
✓ 1350+ existing customers
✓ Target market: G2K & Fortune 500
✓ ~85% of customers have deployed at least one of the top
3 use cases:
○ Procurement
○ Accounts Payable
○ Order Management
✓ Celonis is a category creator for EMS; competitors don’t
have the full suite of capabilities we offer

10. Design & Optimize
GTM Structure
2
Align your organization to meet the needs of
your customers.
Verticalization helps us know the customer
better, provide tailored recommendations to
unique business problems, and make smarter
hiring decisions
Benefits
● Customer expertise
● Cultivate industry-specific
references
● More specialization = quicker
penetration
● Targeted hiring decisions

11. GTM Structure
✓ Analysis on Celonis industry penetration
✓ Regional structure → Industry verticalization
✓ Density model - aligning resources to Fortune 500 &
G2K logos
✓ High NRR puts focus on importance of lands

12. Hire & Train the
Right Talent
3
Attract the right talent in order to achieve your
business goals. Start with your leadership
team.
Ensure candidates have the right skillset and
networks. Focus on providing tailored training
needed to be successful in the role.
Talent required for hyper-growth goes far
beyond the seller. Hire top talent across
functions.
Benefits
● Comprehensive hiring
approach
● Capitalize on industry
expertise
● Leverage existing relationships

13. Hiring & Training Outcomes
✓ Hired & onboarded 1,100 employees globally in
2022, ~50% representing GTM
✓ 20 new senior management hires in GTM in
2022
✓ Focus on diversity / representation on
management team
✓ Refocused GTM continuous enablement on value
and customer outcomes

14. Understand What
Success Means
To Your
Customers
4
It is critical to identify the right business
champion and define the right business
problem.
Invest in the tooling to help optimize
implementation and the value journey.
Benefits
● Drive more success for
customers
● Builds credibility with customer
● Rallies the organization around
a single goal
● Builds repeatable processes
needed to scale

15. Demonstrated value
✓ Focused on finding the right champion and
business sponsor across all accounts
✓ Identified industry-specific use cases that are of
critical relevance for our customers
✓ Defined a standard implementation playbook for
all customers
✓ >5,500 customer use cases deployed to-date
✓ Generated billions in value for North American
customers

16. Ecosystem
Engagement
5
Engaging deeply with ecosystem partners is a
force multiplier: it allows you to leverage their
expertise to penetrate new industries and scale
out your business.
Tapping into the knowledge and resources from
existing ecosystem players also elevates your
brand. It build credibility with established
market players.
Focus on nurturing all ecosystem relationships.
Benefits
● Leverage existing customer
relationships
● Streamline customer
touchpoints
● Ensure cohesion in messaging

17. The Total Outcome:
✓ 250+ Service Partners; 100+ integrations with
Tech Partners
✓ 70% ARR growth annually
✓ >50% increase engagement in G2K and Fortune
500 since joining
✓ 100% increase in pipeline YoY

18. In Summary…

19. GTM Model Strong Ecosystem
Engagement
Instill a customer-centric
culture. Rally the organization
around the goal of delivering
value for your customers, fast.
Build a force multiplier with
your partners, allowing you to
leverage their expertise and
penetrate new markets.
Build your organization to
meet the needs of your
market. Hire the right people
and build the right
messaging,
Value-based selling
Hypergrowth scaling requires