REPORTING 46 CHAPTER 6 TEMPLATES EXAMPLE DISCUSSION ▪ ARR grew 30% QoQ to $15m; Up from $5m from year earlier and exceeding budget by $1M (+10% budget). ▪ Recurring ARR will surpass 50% once [•] signs. ▪ New land and expand strategy proving to be a success; Upsell up 30% QoQ; Acquiring internal champions key and new customer success team of 10 helping. ▪ Adding leading brands: [•], [•] and [•]. ▪ Variance on Key Deals: 60% of global variance in Asia; Japan variance of ~$800K or 40% of global variance. ▪ Q4 AMR: Risk related with [•] introduced un-scoped requirements on managing creative in platform. ▪ EMEA variance across a handful of smaller deals in Q2, largest being [•]. Illustrative 05 Sales pipeline example SALES FUNNEL SHOWS 8% WIN RATE, INCREASING AS SALES TEAM RAMPS UP AND BACKED BY STRONG PIPELINE Sales Funnel Example Q3 2022 Actual In $'000s Q3 2022 Q3 2021 YoY Growth Q2 2022 vs. last Qtr Q3 2022B vs. Budget Sales funnel Prospects 1,000 200 400% 800 25% 900 11% MQL 800 150 433% 600 33% 700 14% SQL 520 100 420% 400 30% 500 4% Closed deals 78 10 680% 50 56% 80 -3% Win rate 8% 5% 3% 6% 2% 9% -1% Sales pipeline ACV Setup Probability Pipeline Sources Account Name (USD) fee (%) Close Date Status Region [Customer Name] Company Inc. 42,000 5,000 90% 31/12/2022 Carryover AMR Program 2022- AMR Partnerships (NL, Company 2 Inc. 47,220 3,370 90% 03/10/2022 Commit EMEA DE, FR & UK) (all products) 2022 BigBucks Ltd. 103,000 0 90% 04/10/2022 Commit EMEA SaaS EMEA 2022 Affiliates Firm 1 GmbH 42,667 1,300 90% 31/10/2022 Carryover EMEA Global