The document discusses how MetricStream became a thought leader in the Governance, Risk and Compliance (GRC) space through content and community. It outlines a 5 point plan they implemented: 1) look larger than the company's actual size, 2) value domain knowledge over functional knowledge, 3) seek knowledge assets outside the company, 4) become a value provider in the larger ecosystem, and 5) never stop innovating. A key part of their strategy was creating the ComplianceOnline ecosystem and portal, which became the largest on compliance and helped establish them as a market leader in the GRC field.

1. Create Thought Leadership through Content and
Community
Regalix, Inc
April 22, 2009
think innovation
1-888-REGALIX | info@regalix-inc.com
Palo Alto, USA | Bangalore, India | New Delhi, India | Chandigarh, India
© 2006 Confidential | Think Innovation 1

2. Defining Thought Leadership
Who are Thought Leaders?
“Individuals or Organizations that are recognized by peers, customers &
Industry experts as someone who deeply understands the business they
are in, the needs of their customers, and the broader marketing space
they operate in”
© 2006 Confidential | Think Innovation 2

3. Why Thought Leadership
Influence in Purchasing decision
Source: How Customers Choose Solution Providers, North America, 2008, Focus Report
© 2006 Confidential | Think Innovation 3

4. Why Thought Leadership
Contd..
Second biggest area of focus for Marketers
Source: 2009 Sales and Marketing Industry Study by Go-To-Market Strategies
© 2006 Confidential | Think Innovation 4

5. Thought Leadership Toolkit
PR & Media
Presence
Events – Email
Speaking Marketing/
Engageme Newsletter
nts s
Tools for
White-
Thought
Paper/Coll Social
Leadership Media
ateral/
Datasheets
Book Corporate
Authoring Blog
Analyst
Coverage
© 2006 Confidential | Think Innovation 5

6. Speaker – Gaurav Kapoor
GM and CFO – MetricStream
Led major initiatives to build thought leadership for a venture backed startup
Market Leader in Governance, Risk and Compliance (GRC)
Largest Open Portal in the world on GRC
Led marketing and operations for $ 4Bn international business unit at Citibank
with operations in 25 countries and customers in over 100 countries worldwide.
Bachelors in Technology (with Honors) from the Institute of Technology in India,
a degree in Business from FMS, Delhi and an MBA from the Wharton Business
School, University of Pennsylvania where he graduated as a Palmer Scholar
© 2006 Confidential | Think Innovation 6

7. Creating Thought Leadership through Content and Community
MetricStream Inc. Case Study
Gaurav Kapoor, CFO & GM Metricstream Inc.
Apr 24, 2009

8. Year 2005 – One of Too Many
Compliance and Quality
Software company
Solutions for Quality and Compliance
Business model
Enterprise Software
Market Presence
Mid Size Leaders in the market - Sox, HIPAA, FDA providers
200 vendors jostling for space
Analysts unaware of company
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9. Year 2008 – Market Leader
Governance, Risk and Compliance Specialists
Patented ComplianceOnline.com portal
Regulatory and Risk Management Platform
Industry-leading
Manage governance, risk and compliance issues across the enterprise
Business model
Enterprise Software
Ondemand
E Learning Transactions
Market Leadership
Forrester Wave 2008 ‘Leader’,
Gartner Magic Quadrant Leader 2008 and Cool Vendor 2008
Red Herring 100, Deloitte Fast 50
Corporate Information
80% annual growth and profitable
Backed by Kleiner Perkins (Amazon,Google, Genentech, Sun, Cisco..)
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10. Sample Customers

11. Magic Quadrant for Enterprise Governance, Risk &
Compliance Platforms

12. GRC Forrester Wave 2008

13. How Did We Do It ?
5 Point Plan to Build Thought Leadership
© 2006 Confidential | Think Innovation 13

14. 5 Point Plan to Thought Leadership
1. Look LARGER than you are
2. Value Domain Knowledge more than Functional Knowledge
3. Seek knowledge assets outside the company – not just within
4. Become a value provider in the larger ecosystem
5. Never stop innovating

15. 1. Look Larger than you are
Website Content
Scale, Scale, Scale (quality and quantity)
Executives part of Global/National/State Forums
Chairman part of Global Energy Consortium
CEO leading delegation to Senate around Healthcare, Education
CFO works closely with NASDAQ/PCAOB/CROs of global organizations
Engage with the Prospect as a peer – not as a ‘vendor’

16. Press Coverage

17. 2. Value Domain Knowledge More than Functional
Knowledge
Hiring ‘Domain experts’ in Sales/Marketing/Services/Support
VP Sales – ex COO in a $10Bn company
GM – ex Citigroup Executive
Stay Ahead of the market
Created a Map of all Risk and Compliance roles
Behave like you were your prospect’s trusted advisor
Research, Study, have stories

19. 3. Seek Knowledge Assets Outside the Company
Participate
Make the community your friend
Facilitate
Create your own community
Monetize or Motivate
Incentivize the community

20. ComplianceOnline Ecosystem
Applications Lightweight
Apps for
SMEs and
Community individuals
Best Practices, Training
Checklists
Standards
Premium
Content Discussion,
Forums by
Role&
Content Industry
And Search
Regulations,
Discussions,
Blogs
Experts Train
News, Feeds
Professionals
1000 Topics

21. Thought Leadership Portal

22. Content & Community at Portal

23. • Largest portal on Compliance on
the Internet
• Vertical search with over 5M
documents
• 1.5M+ compliance community
• Over 1000 courses
• Over 25K compliance products in
the catalogue
• Exclusive partnership with
NASDAQ
© 2006 Confidential | intelligent marketing & technology solutions 23

24. 4. Become a Value Provider in the Larger Ecosystem
Extend your value chain beyond your product offering
Follow a lifecycle approach with the prospect
Find ways to monetize while being patient

25. Life Cycle of a GRC Buyer
Enterprise Wide
Governance Risk and
Compliance
Siloed point solutions
ComplianceOnline.com
to manage functional
Or departmental
$750-$3M
GRC
Lightweight
Applications to
Manage GRC $100-$250K
processes
Training &
Certification
$ 10,000 per year
Awareness &
$ 250 - $ 1,000 per txn
Education about GRC Primary Business
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26. 5. Never Stop Innovating
Innovate for your customers
Leaders want to work with leaders
Innovate in products/business model/distribution
Analysts can see it
Partners can see it
Customers can see it

27. Benefits of Thought Leadership
© 2006 Confidential | Think Innovation 27

28. 5 Point Plan to Thought Leadership
1. Look LARGER than you are
2. Value Domain Knowledge more than Functional Knowledge
3. Seek knowledge assets outside the company – not just within
4. Become a value provider in the larger ecosystem
5. Never stop innovating

29. Creating Thought Leadership
gaurav@metricstream.com

30. About Regalix
Forefront of Online Marketing, Research and Web 2.0 portals
Multi-disciplinary Leadership Team
Fortune 500 and Venture-Backed Customers (B2B and B2C)
Global Operations: HQ in Silicon Valley, 4 Offices
150+ Team, Built on 8+ years of research
Recognition
© 2006 Confidential | Think Innovation 30