METRICS

TARGET & CONVERSION ACHIEVEMENTS

_63%

MQ Target (+4%)

_60%

SQ Pipe Target (+10%)

_33%

Won Target (+6%)

_64%

Inquiry to MQ

_6%

MQ to SQ

_11%

SQ to Won

Two conversion metrics in red status. MQ to SQ conversion is very low (average is 33%).

INSIGHTS

Marketing Contribution to Sales Pipeline is 51% (including Channel)

MQ Events

Gitex 536, M365 Webinar 339, Les Assises 292

MQ Non Events

CERT Phishing 1815, IT Pro THRTR 439, Lynchpin THRTR 438, Interlink THRTR 385, Risk AI Tidal Wave 262, Contact Us 168

DQ # is 37% (+10% WoW) with 65% auto-expired (35% attempted), 10% bad data, 9% sequence complete, 7% non prospect

25% of EMEA DQs are commercial, 63% EMEA BDR

EMEA BDR - 48% attempted, 16% bad data
Commercial - 6% attempted, 90% not attempted
M365 Webinar 6% DQ (78% auto-expired (41% attempted), 16% sequence complete)
AMER is 36% (+3%) and APJ is 55% (+9%).

Open MQs (untouched) are at 10% (-8% WoW), 60 (6%) are P1

P1 allocation 9% are comm sales team, 33% bdr, 57% essentials

94% of marketing opportunities are sourced

10 direct deals and 7 channel deals closed in the past week

Core P0/P1 is the main product focus on opportunities with 33%, ZenGuide (PSAT) with 18%, DLP Transform with 6%

Events (Seminars & Tradeshows) are the source of 45% (-1% WoW) of current opportunities, Telemarketing 14% (-1%), Website 20% (+1%)

Protect EMEA has generated the most pipe* to date in 24Q4 ($5.3m) from 50 opps *

1 sales must win account are now customers - Lufthansa

* takes % splits into account when multiple campaigns on an opportunity (marketing attribution model)

MARKETING CONTRIBUTION - Won (Closed) Opps (Top 6)

_$51,000

PT Autoridade Tributaria
Field | Pro/TAP/TRAP | Google Yahoo WBR

_$49,000

DE Heraeus Consulting
Field | SER | SotP Webinar

_$31,000

UK EUI (Admiral)
Field | Pro/TAP/TRAP | CNSYN IT Pro

_$22,000

NL TenneT
Field | Prof Servs | Cyber Champions WBR

_$19,000

UK Red Bull Racing
Comm | Pro/TAP/TRAP | M365 Webinar

_$17,000

Irwin Mitchell LLP
Field | Email Exfil | Protect EMEA

* BDR/TM involved * DR * Must Win

DR MARKETING CONTRIBUTION - Won (Closed) Opps (Top 6)

_$86,400

IT Barilla Group *
Field | Core + | PSAT IT Corp CNSYN

_$42,300

FR Sogretel * *
Field | P0/P1 | BDR Prospecting

_$33,800

DE Rehau AG *
Field | P0/P1 | ESEC IT Corp CNSYN

_$32,200

DE Heraeus Consulting * *
Field | PSAT | SotP Webinar

_$6,500

OM Oman Investment *
Comm | P0/P1 | Cybersec Kit

_$3,600

FR Emitech *
Comm | PSAT | Downloaded Asset

* BDR/TM involved * DR * Must Win

ACCOUNT PENETRATION Must Win Accounts

76 Sales Must Win Accounts + 51k Marketing Whitespace Accounts

Must Win Touch Rates (Sales)

Responses 96%

MQs 96%

SQs 45%

Whitespace Engagement YTD

Responses 9034

MQs 7975

SQs 1312

S3+ 584

New Customers (24Q4)

PIPELINE ACTIVITIES

Opportunities created this quarter with marketing activity/campaign with the highest value of pipeline (including won)

$5.3m Protect EMEA '24
$5.3m FR Les Assises '24
$3.0m AE Gitex '24
$2.1m Contact Us
$2.1m BDR Prospecting
$1.5m M365 Webinar
$800k Threat Lynchpin SotP CNSYN
$750k Chat
$650k NIS 2 & DORA Webinar
$623k FR CISO Lunch
$600k SE twohundred Forum
$595k Clarify TELEM
$595k SA Blackhat Riyadh
$530k Fal.con EMEA

$1.9m UK Gartner SRM Summit
$1.8m DE it-sa '24
$900k Threat Headley CNSYN
$552k Threat Lynchpin CNSYN
$531k Cybersec Awareness Month Webinars
$507k IT Cybertech Europe Rome
$500k Threat IT-Pro CNSYN