Architecting the Siemens Energy Way of Selling

A selling model built for your shift from products to platform. And a way to install it that removes work from your managers' week.

Siemens Energy OES · Round 2 · Mike Boogaard, Dan Smith, Patrick McGrann

02

Who We Are

The Bowtie is the only revenue model built for how recurring-revenue businesses grow.

SPICED and Revenue Architecture are the language and the system underneath it. We defined this operating model, and sales teams at global scale run on it every day.

03

What We Believe

This is not a training problem.

It is an operating-model problem. Selling a platform that is still being built takes a different motion, and that is what we install.

04

The model that turns your platform shift into platform revenue.

05

Your World, On One Model

From products to platform, on the Bowtie.

Win the land

The rep leads with the customer's challenge, not the spec. One focused use case, framed as impact.

06

Why Us, For Siemens Energy

What sets us apart, and the proof behind it.

The shared language

SPICED

One language that carries a deal across every stage of the land-and-expand journey.

The revenue model

The Bowtie

Land, prove, expand. Built for platforms sold as recurring value.

The operating model

Revenue Architecture

The system underneath, which we defined and teams at your scale run daily.

9x ROI

+10% win rate

+29% quota

Across a 50,000-opportunity study.

07

Question 01

How is SaaS, Land and Expand, and digital solutions reflected in the training?

The Bowtie is a land-and-expand model, so the training is your use-case roadmap. Win the first use case, prove impact, expand asset to plant to fleet.

Land

Win the first use case

Small, focused, framed as impact. The entry point of recurring revenue.

Expand

Asset to plant to fleet

The same language carries the expansion, so growth is a motion you run.

The spine

SPICED, end to end

One language across every stage of the journey.

08

"Our growth tripled three years in a row. Aligning the team on Impact and Critical Event sharpened our forecasting and deal focus."

Jason Fritch · VP Worldwide Enterprise Sales, SpaceX (Starlink)

09

Question 02

What is specific about moving from products to platform selling?

From

Feature pitching

Answer the spec, quote the product, compete on price.

→

To

Impact and outcomes

Lead with the result the customer wants, and the timeline to get there.

10

Question 03

Your references and experience in established B2B.

SpaceX

Starlink · aerospace

$800M to $4.5B revenue, +462%. GTM team 40 to 90.

DocuSign

Recurring-revenue SaaS

2.1x ACV. +10% win rate. 9x ROI.

Five9

Cloud contact center

+20% win rate on SPICED scorecards. Adoption 15% to 55% in two weeks.

SafetyCulture

APAC · the SC Way

~70% lift in revenue per AE. Pain to Impact +156%.

OneStream

Enterprise CPM · pre-IPO

Guided into a $4.6B IPO, up 34% on day one.

Teleperformance and Canva

Enterprise scale · SaaS-native

Proven from global enterprises to born-in-SaaS growth.

What has not worked: training without a manager cadence and executive reinforcement. That is why our design is manager-first and Salesforce-native.

11

In Their Words

The people who ran this, on what changed.

Five9

"We're seeing positive changes. More deals won, better win rates. There's energy."

Corran Ashby

RVP Account Strategy, Five9

OneStream

"We got crucial guidance on the sustainability of our growth model as we accelerated into IPO."

Chris Nixon

Head of GTM and Customer Finance, OneStream

SpaceX

"Our growth tripled three years in a row. It sharpened our forecasting and deal focus."

Jason Fritch

VP Worldwide Enterprise Sales, SpaceX

12

Question 04

AI is a crucial part. The value is structure.

A persona, with no method

40 plants, downtime issues

piloted a module last year

new budget owner

wants value before expanding

... scattered, inconsistent output

→

SPICED, structured

S40 plants, one module stalled

PUnplanned downtime

ICost per plant, asset to fleet

CNew budget owner, this quarter

DNext best action for the rep

Delivered as SPICED-structured prompts in your approved Copilot environment, mapped to Salesforce, at no incremental licence cost.

13

Question 05

What is included in the price.

Included

Design and set-up, absorbed in the German pilot
Kickoffs, capability training, final workshops
Four months of coaching per cohort
Manager and governance workstream
AI platform delivery
CRM architecture recommendations (advisory)

Additional cost

CRM configuration and customized field mapping
Travel and venue
Compensation design

The full figures are in the proposal we submitted.

14

Question 06

Used daily, and made visible in SPICED Pulse.

SPICED becomes the language of your weekly reviews, scored from the call, so managers see the pattern and coach it before reps are trained on it.

Rep

Manager

S

P

I

CE

D

Overall

Win %

Rep A

Sales Lead

3.5

2.0

2.5

2.9

3.1

62%

Rep B

Sales Lead

3.9

3.4

2.4

2.0

3.0

52%

Rep C

Sales Lead

3.5

3.0

2.0

1.5

2.5

2.6

40%

Impact and Critical Event are the common gaps. Reps score the platform, not the customer's outcome. That is exactly what the coaching fixes.

15

SPICED Pulse and Kai

See the moment. Practice the fix. One click.

SPICED Pulse · call moment

anonymized example

Customer said

"My real concern is cost. I am not seeing the ROI to justify this over what we already run."

Rep said

"Right, um, I hear you on price. We could maybe do, uh, twenty percent off to make the numbers work?"

Should have said

"What return would justify it, and on which outcome? Let us size the impact on one site before we talk price."

I 2.0 The rep discounted instead of quantifying impact.

Practice this with Kai →

Anonymized example, styled after SPICED Pulse.

16

Question 07

How sustainable adoption is ensured, and measured.

REKS · leading indicators

Effort: deal-review participation, coaching cadence
Knowledge: SPICED completeness on qualified deals
Skills: use-case tagging, win and loss reason quality

REKS · lagging results

Pipeline conversion through the PM gates
Order intake and revenue
Benchmarked by our skills diagnostic, tracked by Impact Assurance

REKS gives managers one framework to coach individuals and the team. Four months of coaching on live deals per cohort, a cadence they run, and a second wave at six months make it stick.

17

Timeline to Impact

Managers ready first. Pilot proof by month five. You own it by nine.

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Managers first

Management workshop

Sep

German pilot

Proof cohort, in German

Oct to Jan

Regional cohorts

Five cohorts, in English

Nov to May

Coaching

On live deals, in parallel

Oct to Jun

Wave two

Reinforcement and follow-up

Apr to Jun

Handoff

You own it

Wins

Sep

Managers coaching-ready first

Dec

Pilot on live deals, first PM10 conversions

Feb

Template proven, ready to scale

Jun

Your managers own the cadence

Managers ready in month one. Coaching runs in parallel. You own the cadence by month nine.

18

What It Looks Like For a Rep

Less admin. Sharper conversations. More selling.

Opens with the customer's challenge, not a product pitch.
Qualifies the use case in SPICED, so the path to platform is clear.
Gets an AI second opinion when no coach is in the room.

19

What It Looks Like For a Manager

Coach on pattern. Run the review you already run.

Sees SPICED completeness across the team, so coaching is targeted.
Spots the stalled use case early, at PM10, not at the forecast call.
Owns the cadence. We coach the coaches, then step back.

20

The Siemens Energy Way of Selling starts with the pilot.

One German proof cohort, then scale on what works. We are ready when you are.

21

Thank you.

Mike Boogaard · Dan Smith · Patrick McGrann · Confidential