Hear how Kelly Battles, CFO of Host Analytics, works with her finance team to track key financial and operating metrics data to drive performance and keep the company on track to deliver growth in 2011. In addition, Lauren Kelley, CEO of OPEXEngine will present key software industry benchmarks from OPEXEngine’s comprehensive financial and operating benchmarking report, developed in partnership with the SIIA. Join us for this informative webinar to learn more about how the benefits of metrics-driven, fact based decision making can help you drive better performance and efficiency within your own organization. Presenters: Lauren Kelley, CEO & Founder, OPEXEngine Kelly Battles, CFO, Host Analytics About the presenters: Lauren Kelley is CEO and founder of OPEXEngine, the leading publisher of software financial and operating benchmarks. Ms. Kelley brings 25 years of successful experience in tech company management to OPEXEngine, as well as 6 years as an international economist at the US Department of Commerce’s Office of Computers early in her career, after entering Federal service through the prestigious Presidential Management Intern program. Prior to building OPEXEngine, she worked 2 years as an executive-in-residence at Grand Banks Capital, a venture fund focused on East Coast technology companies, evaluating potential investments. She has worked and lived extensively in Europe. She was previously Senior VP of WW Sales at ATG, including establishing field operations throughout Europe and Asia/Pacific, and was a General Manager for approximately 20 countries at Borland out of Paris in the early ’90s. Ms. Kelley also helped build Compaq’s Central and East European operations, based in Munich. Ms. Kelley is currently based in London, where she lives with her husband and two children. Kelly Bodnar Battles is the CFO of Host Analytics, inc., the only provider of a CPM (Corporate Performance Management) suite of products delivered via software as a service. Prior to Host Analytics, Kelly was VP, Finance at IronPort Systems where she was the first finance hire and was responsible for building and leading the finance, accounting, administrative and various operational functions during her six years there. During her tenure at IronPort, the company grew from $2M to $250M in annual bookings and was sold to Cisco Systems (NASDAQ: CSCO). Before IronPort, Kelly was a Director in HP’s Strategy and Corporate Development group, a Strategy Consultant with McKinsey and Company, and a Corporate Finance Associate at J.P. Morgan. Kelly graduated with a B.S.E. from Princeton and M.B.A. from Harvard, both with honors. Kelly lives in the Bay Area with her husband, and their 2 children, labrador retriever and rescue cat.

1. Let the Data Set You Free! Presenters: Lauren Kelley, CEO & Founder, OPEXEngine Kelly Battles, CFO, Host Analytics

3. All About The Cloud May 24-26, 2011 The Palace Hotel, San Francisco Join us for our 6 th year at the world’s largest ISV cloud computing conference! For more information, contact Rhianna Collier (rcollier@siia.net)

7. Performance thru Benchmarking Lauren Kelley www.opexengine.com

13. First Stage – Manage Cash Next Stage: Customer Growth And reducing the cost of acquiring and maintaining each customer

15. Customer Profitability Metrics for Private SaaS

16. Revenue Growth Driving Mrkt Caps FINANCIAL DASHBOARD OP EX Engine Company CNQR KNXA N RNOW SFSF TLEO ULTI Fiscal Year 2010 2010 2010 2010 2010 2010 2010 ($000s) Market Cap (priced as of the period end date) $2,624,770 $493,441 $1,594,300 $818,225 $2,141,273 $1,131,300 $1,317,922 Recognized Revenue $292,936 $196,353 $193,149 $185,522 $205,926 $237,275 $227,811 Recognized Revenue (Prior Period) $247,596 $157,669 $166,540 $152,687 $153,054 $198,412 $196,579 Revenue Growth / Prior Period 18.3% 24.5% 16.0% 21.5% 34.5% 19.6% 15.9% 3 Year Revenue CAGR 31.4% 1.5% 21.2% 18.3% 48.1% 22.8% 14.6% Short-Term Deferred Revenue (This Period) $44,358 $76,052 $75,827 $90,350 $219,868 $99,396 $71,808 Deferred Revenue as a % of Recognized Revenue 15.1% 38.7% 39.3% 48.7% 106.8% 41.9% 31.5% Mean Analyst Revenue Estimate (Current Year) $429,591 $279,204 $270,501 $262,461 $326,949 $344,766 $322,746

17. Private/Public Operating Expense FINANCIAL DASHBOARD OP EX Engine Company CNQR KNXA N RNOW SFSF TLEO ULTI Private SaaS Fiscal Year 2010 2010 2010 2010 2010 2010 2010 2009 ($000s) (ave. in $000s) Recognized Revenue $292,936 $196,353 $193,149 $185,522 $205,926 $237,275 $227,811 $15,778 Total Cost of Revenue as a % of Recognized Revenue 28.0% 34.9% 31.9% 29.7% 27.4% 33.1% 43.6% 41.8% S&M Expense as a % of Recognized Revenue 32.8% 24.5% 48.1% 42.8% 48.1% 28.4% 25.6% 62.4% G&A Expense as a % of Recognized Revenue 13.2% 24.7% 15.1% 10.1% 17.5% 18.5% 8.7% 28.0% SG&A Expense as a % of Recognized Revenue 46.0% 49.2% 63.2% 52.9% 65.6% 46.9% 34.3% 90.4% R&D Expense as a % of Recognized Revenue 9.6% 6.1% 18.1% 10.9% 19.4% 18.3% 18.5% 24.9% Total Operating Expense as % of Recognized Revenue 58.0% 65.3% 81.3% 63.7% 81.1% 69.5% 52.8% 115.3%

20. Metrics-driven Corporate Performance Management (CPM) Kelly Bodnar Battles CFO, Host Analytics, Inc.

23. The Evolving Role of Finance SaaS and CPM can be key enablers

27. How SaaS Makes a Difference Performance Right features Driven by vendor, Technology agnostic Customization Ease Of Us e Low initial costs Low ongoing costs Fast, free access to latest functionality/upgrade Driven by vendor, enhanced by cloud Real time customer monitoring enables continual and immediate customer support by vendor Real time, integrated external content - Benchmarks, Drivers Best people on the right problems Integration of efforts and avoid silos Enabled by cloud delivery

28. Metrics-driven CPM at Host Analytics The ecosystem approach Corporate Metrics Weekly Monthly Quarterly Functional Metrics vs. Budget vs. Benchmarks Bookings, MRR Pipeline Customer Count Cash, CF, AR, AP Headcount Trends/Time Responses Opportunities Website hits Customer Portal Activity Support tickets Customer usage Summary GAAP Financials Customer Churn DSO Detailed GAAP Financials NPS Partner Count Time to Activate Employee Retention Win/Loss Rates Product Mix Uptime PM Utilization Ticket resolution time Bug count What are the key drivers for your business? What do your stakeholders care about? How frequently is helpful, practical? What is the right context? Dashboards -> Ad Hoc Reports -> Financial Reports -> Report Books What is the right format?

36. Thank You

37. Q&A Dial 14 to ask a question or use the Chat Box

38. Thanks for attending ! The recording link will be distributed via email.