cognitiThe Ultimate Performance Management Software

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Empowering Marketing . . .to plan, align, measure, and execute what matters most

Cogniti leads a new generation of Performance Management software solutions that satisfy increasing pressure to manage more effectively. We give you all the pieces in one place to pull together strategic, marketing operational, and financial plans and then follow through with the execution and management of those plans. Not only are marketing plans aligned to key business strategies, but marketing executives gain forward visibility into causes, consequences, and cures of off-plan activity that place execution of strategy at risk.

Key Benefits . . .‣ Your marketing programs are in-line with mission-critical business strategies that

improve the bottom line and increase shareholder value.‣ You can project the business impact of any marketing program prior to its execution -

so you can measure and manage what matters most.‣ You have forward visibility into off-target marketing performance and can spot trouble

faster, pinpoint likely causes sooner, and correct course before it’s too late.‣ You can extend the value you’re getting from your conventional marketing automation

tools - drive tactical into strategic.‣ You gain a single worldwide view of marketing performance against mission-critical

strategic objectives - your team is aligned and accountable.

1. PLAN & ASSIGN VALUE

Strategic Financial Marketing Strategic

Marketing

Strategic Financial

2.  ALIGN & CONNECT

Processes

3. MEASURE 4.  EXECUTE

cogniti™

Extract Key Measurements

Alert Off-Plan Performance

Project Forward

Consequences

Advise Corrective

Action

‣ Complete, integrated software product‣ Full-cycle; planning through continuous

closed-loop‣ Easy to use, fast to deploy‣ Quick to realized ROI‣ Works in concert with existing systems‣ Available as SaaS model

Which side of the marketing statistics are you on?

Are you increasingly held accountable by the C-Suite to deliver marketing performance that drives strategic business outcomes? Is your marketing budget shrinking? Are you being asked to do more with less? Frustrating survey results constantly remind us that marketing teams have critical gaps to close.

Marketers that believe the

value of marketing is UNCLEAR to leadership

70%CEO’s and

CFO’s who say marketing is

NOT effective at forecasting business impact

73%

Marketers that DON’T

calculate profitability metrics for

some of their investments

74%

1. BUILD PLANS & ASSIGN VALUECogniti delivers the first integrated software product for building strategic, marketing, and financial plans. Features include:

‣ Pre-built jumpstart templates that streamline time to achieved ROI.

‣ “Live” knowledge repository to store and share information - drives unprecedented collaboration.

‣ Financial run rate template and “what-if” scenario modeling assigning value to strategy.

How we do it . . .

Cogniti software empowers marketing to plan, measure, and management what matters most. You are more effective at forecasting the business impact of your programs - tying to business strategy. You calculate profitability of your programs prior to execution - to pick the best ones. This ensures that the value of marketing is much clearer to the leadership team - you will be speaking their language.

COGNITI “THREE-PILLAR” PLANNING

Sources for statistical results:McKinsey and CMPG Partners

2. ALIGN PLANS, CONNECT PROCESSESCogniti enables dynamic alignment between strategic and marketing operations plans so that key strategies are more consistently achieved. Only Cogniti delivers:

‣ Side-by-side visualization and comparison of plans to ensure that strategy can be operationally executed and to identify incremental value opportunities.

‣ Unprecedented collaboration that drives to achievable costs, benefits, and value.

‣ Fast calculation of payback, internal rate of return, net present value, and impact on cash flow for marketing initiatives.

‣ Contingency plans - stored for future activation to change or correct course.

‣ Marketing processes are captured, optimized, connected to operating initiatives, and tracked to ensure that performance degradation is not process-related.

How we do it . . . continued

3. MEASURE WHAT MATTERS MOST

We know that many organizations already utilize marketing automation tools for managing vendors, events, email, assets, time, campaigns, and leads. These systems are in place and yet the C-Suite still can’t tie marketing results to strategic business outcomes. Here’s why:

‣ Click-through rates take a distant back seat to EPS and shareholder value. Conventional marketing automation tools provide useful measurement data but, until now, there has been no effective way to tie the data to key strategy or to assign it financial value that resonates with the C-Suite.

‣ Cogniti software pinpoints those measurements that most impact strategic business performance and then selectively and continuously extracts just those measurements - from Aprimo, Unica, Eloqua, SFDC, etc.

‣ Marketers can finally see which of their activities is helping the business. Actions become increasingly more strategic.

COGNITI “SIDE-BY-SIDE” ALIGNMENT

MEASURE ONLY WHAT MOST IMPACTS BUSINESS VALUE

4. EXECUTE STRATEGYCogniti is a complete, integrated enterprise performance management solution, for use 365 days each year. Three-pillar planning is the right start but follow-through is what improves the bottom line and increases shareholder value. Cogniti closes the performance management loop through:

‣ Continuous comparison of real-time measurements against forward-looking performance targets.

‣ Early warning of suspicious patterns that need to be monitored.

‣ Immediate notification of breached performance limits to laptops and mobile devices.

‣ Fast problem resolution because you know the cause, consequence, and cure.

How we do it . . . continued

Forward Visibility Alert Dashboard

•  New Product Profit Margin Alert

•  $1.6 million at risk

•  Asia-Pacific is source

•  Product launch program is behind schedule

Performance Deviation, Consequence, and Cause

Cogniti

Interlocking with other departments to achieve strategy

Cogniti was recently awarded the 2011 Best New Performance Management Vendor by BPM Partners, the leading authority on business performance management. According to Craig Schiff, President & CEO of BPM Partners, “Cogniti gives you all the pieces in one place to pull together strategic, financial, and operational plans and then follow through with the execution and management of those plans.”Cogniti is designed to improve any area of the enterprise - business units, departments, projects, etc. Unlike conventional marketing automation tools that focus solely on marketing, Cogniti extends and connects marketing with other departments in order to achieve mission-critical strategies.

For example, many organizations gain competitive advantage by driving new products to market more quickly. Marketing plays a leading role in identifying the market opportunity, establishing product features and requirements, dealing with pricing issues, and bringing the product to market through internal and external awareness. However, marketing alone cannot drive ultimate success and must be interlocked around a common strategy with product management, functional design, development, and customer support.

Cogniti software enables closed-loop planning, measurement, and management to extend marketing and to tie the right teams to drive the best results.

For more information, please visit www.cogniti.com