The document discusses how buyers have become more frugal, overloaded, skeptical, and empowered, leading many deals to get stuck in "Do Nothing" status. It argues that traditional marketing and sales tools are no longer effective and that vendors need to deliver personalized, compelling insights to help buyers justify purchases. Specifically, it recommends that vendors use interactive value marketing and selling tools that can quantify the costs of not changing, justify the benefits of a solution, and prove the solution offers the lowest total cost of ownership. These tools like interactive white papers, benefit estimators, guided selling apps, and ROI/TCO calculators can help vendors more effectively engage buyers and challenge them to move from "Do Nothing" to "Yes".

1. Buyer Frugalnomicus
ChallengeYour“DoNothing”ProspectstoYes
Your Prospects Are...
Overloaded
Forced to do-more-with-less
Deals with hundreds of vendor e-mails & calls each week
Has less time for vendors & purchase decisions
Skeptical
More risk averse than ever
Tired of traditional product pitches
Won’t engage unless you offer compelling insight
Empowered
Internet & social media are fueling their buying cycles
Knows more about you & your competition
Sales invited later, when up to 60% of decision cycle is complete
Frugal
Will purchase only if benefits significantly outweigh investment+risks
Need personalized messaging, insights & quantification to justify change
Meet the Challenge with
Value Marketing & Selling Tools
Your prospect won’t migrate from “Do Nothing” to “Yes” unless they see a quantified
reason to change: that there is a significant “cost of doing nothing”, that the solution
can deliver tangible bottom line impacts, and that your solution represents lower
total costs and superior competitive value.
Your traditional white papers and PowerPoint presentations are not personalized
and compelling enough to get prospects to take action.
You need to evolve to new interactive value-focused marketing and sales tools to
help Fight Frugalnomics – delivering the value messaging, insights and financial
justification needed to more effectively connect, engage and sell.
SiriusDecisions
22%Lengthening of the sales
cycle over the past 5 years
U of Dayton
64%
decisions made on price,
leading to a significant
Increase in discounting
90%
Of buyers “Do Nothing”
because they can’t see a
quantifiedreasontochange
2/3
Of Buyers don’t have the
tools needed to justify the
value of change
IDC
85%
Require 3rd party research
& tools in order to believe
the justification results
Sales Benchmark Index
Up To
60% sales opportunities stuck
at Do Nothing

2. Accelerate your Buyer’s Journey with Alinean
Why Change?
You need personalized insights and di-
agnostics to help illuminate issues and
quantify the “cost of doing nothing”.
Why Now?
You need to deliver financial justifica-
tion to increase proposal priority.
Why You?
You need to prove that your solution
represents the lowest total cost of own-
ership (TCO) and best competitive value.
During each phase of the journey...
You need Alinean Value Marketing and Selling Tools to illuminate the “cost of doing nothing”, quantify the value of change
and prove superior value - challenging your prospects to move from “Do Nothing” to “Yes.”
Createmoresales-readyopportunities
Evolve from traditional white papers
to more effective Interactive White
Papers & Benefit Estimators – deliver-
ing personalized compelling insights,
provocative diagnostic assessments,
quantified current costs and benefits.
Empower Sales to engage earlier
and more effectively
Evolve from “death by PowerPoint”
to more provocative and compelling
engagements – providing targeted
storytelling and interactive financial
justification with ValueStory™.
Provide financial justification to
frugal buyers
Evolve from spreadsheets to ROI/TCO
Tools, delivering more credible CFO-ready
business cases and elevating beyond
purchase price by providing competitive
cost and value comparison tools.

3. Justify with ROI / TCO Tools
With CFOs involved in more approvals than ever, how do you provide credible finan-
cial justification that can pass CFO scrutiny?
Alinean ROI / TCO Tools can be used by Sales to prepare CFO-ready business cases,
delivering credible 3rd party validated financial justification.
The online tools provide just what your reps need to create customized and
compelling value proposals, calculating the ROI, payback, TCO comparisons and
competitive value advantages of your solution.
Alinean ROI / TCO Tools have been proven to significantly reduce the time needed
to prepare customized business cases, accelerate sales cycles, reduce discounting
and improve competitive win rates.
Connect with Interactive White Papers
Based on your prospect’s persona, an Alinean Interactive White Paper assembles
and delivers a more effective customized PDF download.
Using an online form, the Interactive White Paper collects basic profile information
such as industry, location, size, role and challenges. The profile is analyzed and
customized positioning, insights, value messaging, quantification, visuals, videos
and case studies are assembled and delivered to the prospect.
Alinean can turbo-charge your demand-gen efforts, and generate significantly more
sales-ready opportunities by developing new interactive white papers for you, or
breathing new life into aged white paper assets.
Engage with Benefit Estimators
Alinean Benefit Estimators provide your prospects with a quick, personalized analy-
sis to help identify issues, quantify the high “cost of do nothing”, and financially
justify your solutions.
Profile information is collected to benchmark current spending and practices, rec-
ommend the best solutions and calculate potential benefits – delivering an on-line
analysis, and customized white paper download.
Alinean Benefit Estimators are used to power more effective on-line nurturing
campaigns, or to help sales engage earlier.
Challenge with ValueStory™
It’s time to evolve beyond PowerPoint, and truly engage your prospects with pro-
vocative insights, compelling storytelling and customized justification.
ValueStory, a new interactive guided selling App – leveraging benchmarks and
customer intelligence collected from all prior engagements to provide dynamic
data-driven insights, diagnostic assessments and cost justifications, coupled with
visual storytelling, intelligently assembled based on your customer’s challenges
and needs.
Empower your sales teams and channel partners to engage earlier and more ef-
fectively with ValueStory.

4. Benefits of Value Marketing
▪▪ Personalize to better connect and engage
▪▪ Drive 50% more qualified leads than traditional white papers
▪▪ Advance your prospects through the buying journey faster
Benefits of Value Selling
▪▪ Engage earlier with compelling and provocative insight
▪▪ Accelerate stalled deals and sales cycles by 20-30%
▪▪ Reduce discounting by 20%
Alinean, empowers B2B vendors to fight Frugalnomics and sell to today’s economic-focused buyer via the development and deliv-
ery of interactive value selling and marketing tools. Alinean-powered interactive white papers, diagnostic assessments and ROI /
TCO calculators create more compelling value-based connections, presentations and proposals —generating more demand, chal-
lenging the “do-nothing” buyer into action, accelerating sales cycles and increasing deal size. Learn more at: www.alinean.com.
The Bottom Line
Your prospects have fundamentally and permanently changed – more empowered,
overloaded, skeptical and frugal than ever before – a condition called Frugalnomics. As a
result, the majority of current deals are stuck at “Do Nothing”, sales cycles have significantly
lengthened, and discounting has increased.
Traditional white papers and PowerPoint presentations are no longer effective. You have
to deliver the personalized, compelling insight buyers need to help make tough purchase
decisions and justify purchases to more frugal decision makers.
You can effectively Fight Frugalnomics with interactive value marketing & selling tools –
quantifying the pain, justifying the gain and proving you are not the same.
Join leading B2B firms already leveraging Alinean’s value selling & marketing tools including:
HP, IBM, Microsoft, Dell, Intel, SolidWorks, ADP, ShoreTel, OfficeMax, AT&T and more.
Learn more by visiting http://www.alinean.com, or calling 407-382-0005.
How Do You Get Started?
Vist http://www.alinean.com
or call 407-382-0005
to schedule a free consultation
valuemarketing
Create more Sales-Ready Opportunities
▪▪ Connect with Interactive White Papers
▪▪ Engage with Benefit Estimators
valueselling
Improve Selling Effectiveness
▪▪ Challenge “Do Nothing” with ValueStory
▪▪ Justify & differentiate with ROI/TCO tools