Transcript of a BriefingsDirect podcast on how spot-buying capabilities can increase leads and sales for a small company.

1. Blue Marble Media Shows How Mid-Market Selling Gains
New Life Via Ariba Discovery
Transcript of a BriefingsDirect podcast on how spot-buying capabilities can increase leads and
sales for a small company.
Listen to the podcast. Find it on iTunes. Sponsor: Ariba, an SAP Company
Dana Gardner: Hello, and welcome to a special BriefingsDirect podcast series coming to you
from the 2013 Ariba LIVE Conference in Washington, D.C.
We're here in the week of May 6 to explore the latest in collaborative commerce and to learn how
innovative companies are tapping into the networked economy. We'll see how
they are improving their business productivity and sales, along with building
far-reaching relationships with new partners and customers.
I'm Dana Gardner, Principal Analyst at Interarbor Solutions, and I'll be your
host throughout the series of Ariba-sponsored BriefingsDirect discussions.
[Disclosure: Ariba, an SAP company, is a sponsor of BriefingsDirect podcasts.]
Our innovator case study today focuses on Blue Marble Media in Atlanta, and how they've been
using spot-buying capabilities on the Ariba Network and Ariba Discovery to find a new sales
channel and new clients.
Please join me in welcoming our guest to learn more about how agile procurement is working for
them on the sell side. We're joined by Cal Miller, Vice President of Business Development at
Blue Marble Media. Welcome, Cal.
Cal Miller: Thanks very much for having me.
Gardner: Tell us a little bit about your company -- your
size, what services and products you provide -- and we'll
start to learn more about how you're selling in a new and
innovative way.
Miller: Even though we're very, very small, less than $2 million in revenue, we have clients like
Georgia-Pacific, Verizon, Ariba, and the CDC. We work with a lot of medium-sized companies
and even startups, very small ones. So the whole planet is our opportunity, if you will. We
develop video, motion graphics, and animation for sales support, marketing, corporate
communications, and just about any type of visual presentation that you might need.
Gardner: And is this a large and growing market? Is this not something you are easily able to
tap into? Why would you need to go through non-traditional channels to get new business?

2. Miller: Actually, it’s a very overcrowded supplier sector. We're a little different in that we're a
turnkey provider. We're not just a “video house.” There are many of those out there, and they're
good firms, but we're much more strategic. We do well when we begin a project and can interface
at a C level with a company and help them come up with the strategy and the solution that
eventually drives the message.
Our strength quite often is something that people don’t know is even out there. One of the real
benefits we found out early on Ariba Discovery is we can help educate people on the process of
looking for companies like us and then hopefully they are going to say, "Okay, we'll call you
back."
Halfway to goal
Gardner: As someone who is already on the Ariba Network, they need to know and need to
acquire, so they're halfway to finding the goal. You're going to need to go halfway toward them
with your specific differentiating value and make that understood.
This notion of spot buying however expands that, it allows more than just a structured
procurement professional who is looking for services and extends this down to people who are
doing ad hoc, occasional, once-in-a-blue-moon types of buying. How has that worked out? Tell
me a little bit more about how you even got involved with Ariba Discovery and spot buying at
all?
Miller: In our world, spot buying is probably half of our total business. Even large companies
may only have a need for a high-profile video series once a year, two times a year,
or every other year. So the people that are charged with developing that solution
quite often aren't the people who are going to be writing the check or making the
procurement, and vice versa.
So the real challenge there is to get these people to understand that there is a
vetting process. Ariba has provided this service, so a company like us can sit up
and say, "Hey, we're a little different than the other guys. Let’s engage and start
some dialogue."
Gardner: What has been the result? Let’s learn first about how long you've been doing this?
What’s the timeline on how you have been using Discovery and extending that to that spot
buying type of clientele?
Miller: It will be a year in a couple of weeks. We took a few months to learn the system, ramp
up, and get going, but we've already had a very nice project and contract from a national bank
that came through the network. And we have kind of a follow-up project with them. So that will
be additional revenue.

3. We have several opportunities that have been presented to us and we are in different stages of
developing those projects as they move forward.
Even on a few of the introductions that we've passed up, we've made a response, but we knew it
wasn’t a good fit. We've learned that you still need to respond, because you get that opportunity
to almost simulate a face-to-face meeting, because they get to learn about you, and you're
building a relationship.
One of the biggest challenges that people on this network don't realize is to not look at your
computer screen like it’s just another interface computer screen. You're looking through the eyes
of Ariba at a real, live person on the other end- who can write you a check, and that changes the
dynamic of how you communicate through the Network.
Gardner: And if it’s not a right fit for them, they might have a word-of-mouth, community, or
social connection with someone that they could refer you to. So there are concentric circles of
engagement.
Circles of engagement
Miller: That happens very often, especially with the larger companies. It’s, "These guys can
do this. Here, give them a call in three months or pass this on to Joe, because they are going to
need this." That’s worth its weight in gold. You can’t get that by knocking on the door or
shooting out a bevy of emails. It just doesn’t happen.
Gardner: Now, as a mid-market company, a smaller company, you are of course price conscious
yourself. What was the spend experience when you got involved with Ariba? How did you step
into the water?
Miller: We had been a supplier to Ariba for about a year and a half, and then it was suggested
that we needed to be on the network. We looked at it and started at the basic level. Within about
four months, we realized that this is really a good deal. So I spent a lot of time learning more
about it, and we immediately upgraded to the Premium Advantage level. It's the best investment
we ever made.
Gardner: So this was sort of a crawl-walk-run approach, where you didn’t have to spend until
you had the commensurate revenue to back it and make it logical?
Miller: Yes. And for us as a small company, and many of you listening may be able to identify
with this, we have all these different marketing and sales-support options out there, and they are
all good tools in their own right. But if you have limited time and budget, to me it was a no-
brainer. This is the best way to make use of our time, get the quality of leads that we need, and
make the contacts that we're looking for at a C level.

4. Gardner: And that seems to be especially the case when an organization like yours has a
significant, maybe even a majority, portion of your sales in that ad-hoc spot-buying type of
engagement.
Miller: Very well summarized, Dana. That's very true. For a company like us, we would love to
get ongoing contracts, but in our world and with the product and service we offer, it doesn’t
come that way. So spot buying is going to be the focus of how we utilize our partnership with
Ariba.
Gardner: When you live quarter to quarter and you have to roll that rock back up the hill, it’s
nice to have a partner to help you.
Miller: Absolutely. I wish this had been around 20 years ago.
Gardner: Very good. We'll have to leave it there, I'm afraid. We've been talking about how the
mounting need for spot buying is benefiting companies who are selling into that type of
engagement.
I'd like to thank our guest for joining us. We're here with Cal Miller, Vice President of Business
Development at Blue Marble Media in Atlanta. Thank you, Cal.
Miller: Thank you very much. Enjoyed it.
Gardner: And thanks to our audience for joining this special podcast coming to you from the
2013 Ariba LIVE Conference in Washington, D.C.
I'm Dana Gardner, Principal Analyst at Interarbor Solutions, your host throughout the series of
Ariba sponsored BriefingsDirect discussions. Thanks again for listening, and come back next
time.
Listen to the podcast. Find it on iTunes. Sponsor: Ariba, an SAP Company
Transcript of a BriefingsDirect podcast on how spot-buying capabilities can increase leads and
sales for a small company. Copyright Interarbor Solutions, LLC, 2005-2013. All rights reserved.
You may also be interested in:
• The Networked Economy Newly Forges Innovation Forces for Collaboration in Business
and Commerce, Says Author Zach Tumin
• Collboration-Enhanced Procurement and AP Automation Maximize Productivity and
Profit Gains in Networked Economy, Says Ariba's Drew Hofler
• Ariba Network Helps Cox Enterprises Manage Procurement Across Six Different ERP
Systems
• Ariba CMO Tim Minahan on how networked economy benefits spring from improved
business commerce and cloud processes

5. • Ariba Dynamic Discounting Gives Companies New Visibility into Cash Flow to Improve
the Buying Process
• Ariba, IBM Deal Shows Emerging Prominence of Cloud Ecosystem-Based Collaboration
and Commerce