SDR SALES PLAYBOOK V2

FOR:
Automation Hero
DRAFT - Sep 2021

Elevator pitch:

Automation Hero offers the most powerful and complete intelligent document processing platform with
the easiest-to-use and most accurate AI in the industry. Now organizations can process documents
faster than ever and accelerate business processes to stay competitive.
 Creating and Executing Business Processes

Automation Hero’s award-winning intelligent document processing platform gets you up and running
within minutes, provides value within hours, and is future-proof for the years to come. Connect with any
IT infrastructure, click together no-code workflows with the industry’s most accurate AI, seamlessly
integrate your workforce into the process, and get real-time insights. Our platform is trusted by Fortune
100 enterprises, ambitious mid-market companies, and the fastest growing startups alike.

ARGH > AHA > WOW:

ARGH! I have a problem:

- Too many documents
- Not enough people to process documents
- Angry customers that are waiting since I have a backlog of documents to process
AHA! There are solutions:
- Intelligent Document Processing (IDP) - a subcategory of Automation - provides AI
solutions that can process documents / unstructured data such as emails, scans of
letters, application forms, agreements, invoices and much more.
WOW! This is the solution:
- Automation Hero is the most powerful Intelligent Document Processing platform in the
market
- It has the most accurate AI engine to turn images into text, classify documents and
extract structured information from documents or unstructured data
- Automation Hero easily integrates into complex IT infrastructure via point and click
- It is simple to click together automation workflows in the Flow Designer with hundreds
of point-and-click functions
- Humans can be easily integrated into an automation workflow to review AI results or
make critical decisions
- Advanced analytics helps to understand complex business processes and identify
automation opportunities or measure the impact of automations

Mission Statement:
Empower organizations to automate time consuming, mundane and repetitive document
processing processes with innovative Artificial Intelligence technology.

Company Overview:
Creating and Executing Business Processes

Company Overview
- Founded by Silicon Valley veterans in 2017
- Founder’s last company, Datameer, processes 80% of all US financial
transactions, is featured in NYT best selling book, “The Flashboys”
and the movie “Personal Gold” (how the US Cycling team won an
Olympic medal powered by data analytics)
- Automation Hero already won the prestigious Gartner Cool Vendor
award and is featured in a number of industry analyst reports
- Has raised more than $70 Million
- Headquartered in San Francisco with offices in Berlin and London

Product Overview

Automation Hero’sHero Platform_ helps organizations in their digital

transformation journey by allowing them to access and exploit the value of data
locked in a wide variety of documents The Hero Platform_ enables business
process owners, automation developers, and citizen data scientists to quickly:

● build and deploy automations that access unstructured, semi-structured and

unstructured data data stored disparate systems,
● understand the context, and
● extract and convert the data in a structured form so it can be pushed to
target systems

The Hero Platform_ allows lines of businesses to tackle use cases that have been
too difficult or not possible before. Other technologies rely on rule-based engines
that require constant tuning and maintenance every time the automation
encounters a new type of i document.

In contrast, The Hero Platform_ leverages state-of-the-art techniques in AI

technology to extract and classify information from documents with our easy-to-
use point-and-click user interface. Automation authors can quickly build
sophisticated AI models in a self-service fashion that can:

● turn images into text,

● understand context and extract data from documents,
● build and deploy automations that operationalize the extraction tasks, and
● integrate the source and target systems

The Hero Platform_ recognizes that maintaining quality throughout document

processing is a team effort. As such, we offer the ability to integrate human
intelligence when required through our human-in-the-loop capabilities.
Automation authors can choose when to request assistance from business users
and domain experts, particularly if there is a low-confidence threshold for the AI
models that extract or classify the document data.

The human-in-the-loop component is highly customizable and can also be

integrated within automations at any point in the business process journey (e.g.
business exception handling or final decision making). Closing the feedback loop,
Creating and Executing Business Processes

this input can be leveraged by our AI engines as training data to ensure that the
AI models stay accurate for optimal business outcomes.

Lastly, the Hero Platform_ offers customizable dashboarding capabilities that

enable Automation authors to learn about potential automation opportunities and
track the relative impact of operational automations and supporting AI models to
the business.

Background for Long Pitch

- We believe time is the world’s most valuable asset.
- Time should not be wasted on the mundane, especially when technology can help.
- Automation Hero is the most powerful and complete (end-to-end) Intelligent Document
Processing Platform (IDP) that automates repetitive document-centric business.
processes so information workers can focus on higher-level, value-add activities.
- Automation Hero lets users quickly point-and-click together automations that eliminate
repetitive document processing tasks, saving employees time.
- 50+ point-and-click connectors to connect to any IT system.
- Point-and-click Flow Studio to easily and quickly click together business process
automations with more than 250 built-in functions.
- Point-and-click, do-it-yourself (Citizen Data Scientist) AI (with above human accuracy)
that continuously improves as you use it to:
- Turn images into processable data (Optical Character Recognition - OCR) (We
have the most accurate OCR in the market)
- Classify documents into user defined categories
- Extract structured information from documents or unstructured data (e.g.
emails, legal documents, insurance policies, etc)

- Dashboarding and visualization to visually analyze existing manual business processes

(so called Process Mining) or measure the impact of automations.
- Point-and-click Studio to design human-in-the-loop screens where humans can be
integrated into the automation process as reviewers (e.g. review that the AI model
extracted the right information) or make final decisions based on information that the AI
extracted.
- Ultra-secure integration - SOC2 compliant.
- Available as cloud solution with consumption-based pricing:
- 1 credit = $1 (with volume discounts if you buy a lot of credits)
- Pay 6 credits per server per hour only when using the platform
- Start and stop environments at any time

- Open APIs for connectors and functions

Creating and Executing Business Processes

Buzzword Bingo:

- Hyperautomation:
- A term the analyst company Gartner coined to describe an End to End
automation platform such as Automation Hero
- Intelligent Document Processing
- Using Artificial Intelligence to process documents (images of invoices, letters,
forms, tax reports, reports, doctor notes etc) or unstructured data (text that is
already digital e.g. Emails)
- OCR - Optical Character Recognition
- Using AI to turn a photo or scan of a document into processable text
- Classification
- Sort documents based on their content into category
- Extraction / Named Entity Extraction
- Extract structured information from a document (e.g. extract birthdate from a
legal document)
- Deep Learning
- An artificial intelligence methodology - it pretty much simulates the human brain
using neural networks which than are stacked (Deep) like pancakes on top of
each other
- Process Mining
- Making a business process visual in a graph visualization
- SOC2
- A security certification for software
- HIPAA (Health Insurance Portability and Accountability Act)
- A security certification for software working with health information
- Connectors
- Allows to load and push data into other IT Systems
- Structured Documents
- Primarily forms that have the same layout. Samples of these include: Tax
forms, Insurance forms, etc.
- Semi-structured Documents
- These are documents with discrete fields that can be found throughout the
document, but there is no guarantee the fields will be in the same place in the
next instance of the document. Samples of these include: Invoices, Purchase
Orders, etc.
- Unstructured Documents
- These are documents that can be free-form and don’t have any predefined
structure. For example, contracts, insurance policies, essays, etc.
- Microservices
- An architectural framework to build and deploy services that are distributed and
loosely coupled in such way that its modularity nature promotes more stable
application and services
- Automations deployed as Microservices
- A deployment choice when operationalizing an automation so the automation
produces outputs on demand and is actively listening for incoming requests.
- Human-in-the-loop
- The activity of bringing humans (as of agents, business users) to review and
correct outcomes of automation.
Creating and Executing Business Processes
Creating and Executing Business Processes

Typical elements of a document centric business process:

Our end to end platform providing capabilities for these elements of a document centric
business process:
Creating and Executing Business Processes
 Creating and Executing Business Processes

Why are companies buying:

- Company has tens of thousands or more documents of unstructured data to
process (e.g. emails, invoices, forms, applications, reports, ID cards (passports), etc.)
- Company has not enough people, cannot find employees fast enough or it is too
costly to manually process all these documents
- Company’s customers have bad experiences since they have long wait times for the
company to process their documents and provide a response (e.g. insurances that
have to process a claim or banks that have to process a new account or loan request)

IDEAL CUSTOMER PROFILE

Job Title:

- Line of business VP or Director that manages business process with a lot of emails or
documents
- Dir. / VP / Chief / Head of Contact Center / Customer Service
- Dir. / VP / Chief / Head of Help Desk
- Dir. / VP / Chief / Head of Finance (that has a lot of invoices to process, e.g.
complex supply chain)
- Dir. / VP / Chief / Head of Insurance Claims Management
- Dir. / VP / Chief / Head of Loan Application
- Dir. / VP / Chief / Head of Sales (assumes larger sales organizations)
- Dir. / VP / Chief / Head of Procurement
- Dir. / VP / Chief / Head of Business analytics
Creating and Executing Business Processes

- IT Management
- CIOs / CTOs / VP / Dir / Head of IT - that are tasked by CEO or line-of-business
managers to get an automation solution that allows automation of document /
unstructured data-intense business processes
- Dir. / VP / Chief / Head of Automation / RPA (they likely already bought an RPA
tool and now need a document automation platform since RPA does have
Document AI)
- Dir. / VP / Chief / Head of Data Analytics (more and more common that they
own automation projects as well)
- Dir. / VP / Chief / Head of Data Science
- CEO
- Chief Operating Officer or Dir. of Operations that is responsible for making a company
more efficient
- Head of Innovation / Change Management
Creating and Executing Business Processes

ACCOUNTS:
Creating and Executing Business Processes

Geography:
- NA
- USA
- Canda
- EMEA
- UK
- DACH (Germany, Austria Switzerland)
- Nordics
- Benelux
- Eastern Europe
- Latin America
- English Speaking Asian Countries
- Philippines
- Singapore
- HongKong
- India
-

Company profile:
- Company or organization must have tens of thousands of documents or
more for our product to make sense. Sometimes this can aso include tech
startups like a Digital Insurance
- 200+ employees
- Typically a B2C company (results in a lot of documents)
- We see great success with mid-market companies (faster to take a call) but
also big enterprises, who by default have more documents to deal with
- We see more and more local (city or state) governments interested as they
have a lot of documents to process

Industries:
- Any industry with a lot of documents / a lot of customers that create a lot of
documents, e.g.:
- Banking
- Insurance
- Healthcare
- Local government
- BPO (Business Process Outsourcing)
- Manufacturing
- Utilities (Electricity, Water, Gas, etc.)
- Logistics
- Manufacturing
Creating and Executing Business Processes

Competitors:
Intelligent Document Processing (IDP):
Creating and Executing Business Processes

● Instabase - most similar to Automation Hero

● Kofax - old technology
● Abbyy - just does OCR
● Hyperscience - just does OCR
● Open Text - just does OCR

Robot Process Automation (RPA):

(simulates human clicks on a desktop application and by that automates processes - rather old
technology but currently very popular)

● UiPath - biggest RPA player

● Blue Prism - oldest RPA player
● Automation Anywhere - currently sold to private equity company therefore a good opportunity to
replace

Automation Hero BANT Qualification questions

Budget Authority Need Timing

WORK IN PROGRESS >>

(SG: I suggest we get inspired based on the book How to prospect for customers)

Tips for Cold Call script

Tips: Are you ready to make your calls as painless and productive as possible?

The biggest mistake people make on sales calls is selling! When done right, your prospect will sell
themselves. Make this call all about them, not you.

Your role on a sales call is to be a guide or consultant rather than a “salesperson”.

Just remember, you’re creating mutually beneficial relationships, not transactions. When you
frame it this way, it neutralizes any pressure you might feel – putting your prospects at ease, too.

Objective: Identify their biggest need at this stage and what is not currently working with their current
approach
Creating and Executing Business Processes

The person picking up the phone always thinks: What is in for me?

Always provide value through sharing knowledge, documents or access to sparse industry experts (our
sales reps).
Creating and Executing Business Processes

OmniChannel Coverage:
➔ Phone
◆ Call Scripts
◆ Voicemail Scripts
➔ Email
◆ Cold Templates
◆ Follow up Templates
➔ LinkedIn
◆ Cold Templates
◆ Follow up Templates

-OUTBOUND CALL:

V.1 - For Insurance

Hi, is this {First name}?

Hey {First Name}, My name is ____ and I am a business development manager at Automation Hero

I sent you an email a couple of days ago, have you had the chance to see it?

IF NO

The reason I am reaching out to you is that “Automation Hero” is the first intelligent process automation
platform that combines RPA with AI, and I suppose, given the fact that you are the ___ at ______ , that
you are the right person to discuss this with. Am I right?

That’s great. Most of the companies that I talk to agree that their current RPA solution is not sufficient
enough when it comes to more complex processes, like extracting data from unstructured documents,
processing a payment after data extraction, plus automation setup is just not intuitive enough.

Do you agree with me?

We work with a lot of companies from a lot of different business sectors and successfully reduce their
time spent on data extraction by up to 30% and we do it simply by combining RPA with AI to form
intelligent process automation using our platform,

I don’t want to take anymore of your time today, so I wanted to ask if you would be open to scheduling a
short call with one of our Product specialists so they could best assess your needs and advise on the
right solution based on their experience?

{IF YES}

Great, how about tomorrow around 10:00 AM your morning time?

And your email is ____@___?

Ok great, so I am going to send you an invite for _____.

{IF NO/wants more information}

Creating and Executing Business Processes

{GO HERE FOR ANSWERS FOR COMMON QUESTIONS)

V.2 - For Logistics

Hi, is this {First name}?

Hey {First Name}, My name is ____ and I am a business development manager at Automation Hero -
An Intelligent Automation Platform.

I sent you an email a couple of days ago, have you had the chance to see it?

IF NO

The reason I am reaching out is that “Automation Hero” is the first intelligent process automation
platform that combines RPA with AI, and since you are the ___ at ______ , I was wondering If I could
ask for your feedback. Are you the right person to discuss this with?

That’s great. Most Logistics companies I talk to agree that their current RPA solution is not sufficient
enough to deal with the fluctuations in supply chain processes.

Would you agree?

We work with Logistic Companies in 4 key areas which are Customer service, invoices, inventory
management, Compliance and Legal/regulatory.

According to McKinsey, AI can reduce forecasting errors in supply chains by 30-50%. (digitzing Supply
chain processes)

Do you see a need as well to improve the current process at your company?

We work with Logistics companies to apply our Intelligent Automation platform to:

● Automate price quote requests

● Eliminating Customer services agents from moving between different systems
● Extracting data from invoices faster
● AI models for forecasting based on weather etc.,
● Optimize Dynamic pricing
● Tracking compliance and regulatory changes, and much more.

I don’t want to take up much of your time today, so I wanted to ask if you would be open to scheduling a
short call with one of our Directors so they could best assess your needs and advise on the right
solution based on their experience?

{IF YES}

Great, how about tomorrow around 10:00 AM your morning time?

And your email is ____@___?

Ok great, so I am going to send you an invite for _____.

Creating and Executing Business Processes

{IF NO/wants more information}

{GO HERE FOR ANSWERS FOR COMMON QUESTIONS)

Common Questions:
What’s the difference between your AI platform from any other platforms?

Common Objections:
1. We already have a current solution in place, we don’t need any new platforms.
2. We currently have an in-house solution working for us.
3. You may send us an email and we’ll get back to you.

VOICEMAIL SCRIPT:

Thank you.

E-MAIL:

Note: at any time the Prospect can opt out of receiving further emails.
Creating and Executing Business Processes

Subjects suggestions for testing:

➔ {{Company name}} 🤝 Automation Hero - Meeting

➔ {{First Name}}, This is what you have been looking for
➔ {{First Name}}, The team will love this:
➔ {{First Name}}, In need for Automation that works?

➔ 1st E-mail

V.1 - For Insurance Companies

Hey {{firstname}},

We believe information workers are more valuable than redundant activities, which is why we've created
an intelligent automation platform to automate tasks and help reduce time spent on mundane tasks.

Our Intelligent Automation platform Called “Automation Hero” combines RPA with AI which automates
repetitive processes, reducing time spent on a claim by up to 70%.

I am reaching out since you are the {{Job title}} at {{Company name}}, I know this can be of value to
you.

Would you be open to learning more in a short call with one of the executives?

I would appreciate your feedback.

Thank you,

P.S.
I have sent you a LinkedIn connection request and would be happy if we could connect there as well.

V.1 - For Supply Chain & Logistics

Hey {{firstname}},

According to McKinsey, predictive analytics and machine learning can reduce forecasting error in supply

chains by 30-50%.
Creating and Executing Business Processes

If you see a need to improve the current process at your company, I believe it would be mutually
beneficial for us to talk.

Our Intelligent Automation platform called “Automation Hero” combines RPA with AI which automates
repetitive processes.

Some of the use cases the companies apply with our Intelligent Automation platform is:

● Automate price quote requests

● Eliminating Customer services agents to move between different systems
● Extract data from invoices faster
● AI models for forecasting based on weather etc.
● Optimize Dynamic pricing
● Track compliance and regulatory changes

and much more.

Would you be open to learning more in a short call with one of our executives?

I would appreciate your feedback.

Thank you,

P.S.

I have sent you a LinkedIn connection request and would be happy if we could connect there as well.

➔ 2nd E-mail

V.1 - For Insurance

Hi {First Name},

We know what it’s like when it comes to automating mundane tasks at insurance companies.

I thought you might want to check out some of these use cases:

https://automationhero.ai/usecases/filter/insurance/

Would you be open to learning more over a short call to see how our Customised Intelligent Automation
platform can help your team?

We are looking forward to your feedback.

Thank you,

v.2 - Logistics Companies

Hi {First Name},
Creating and Executing Business Processes

We know what it’s like when it comes to automating mundane tasks at Logistics companies.

I thought you might want to check out some of these use cases:

https://automationhero.ai/usecases/filter/shipping-logistics/

Would you be open to learning more over a short call?

We are looking forward to your feedback.

Thank you,

V.3 - General

We believe time is the world’s most valuable asset.

It should not be wasted on the mundane tasks, especially when technology can help.

Automation Hero is the first platform to intelligently automate repetitive business processes so
information workers can focus on higher-level, value-add activities.

Our platform weaves together RPA, process mining and discovery, structured and
unstructured data sources, deep learning, and the human workforce into an intelligence fabric
that creates An operating system for the modern enterprise that actually saves time and
money.

Being the {Job title} at {Company name}, I believe it is in your interest to learn more about our
platform.

Please have a look on our intro video:

https://www.youtube.com/watch?v=uddgJDQCh7s

Would you be open to discussing your needs over a short call and see if we could offer a
solution?

➔ 3rd E-mail

V.1 - Hi First Name,

Not sure if you missed my email but I am sure you are not a fan of missing an opportunity to connect if
there can be a mutual benefit here.

Would you like to have a call and see how our intelligent automation platform helps information teams
focus on what matters, Eliminate Repetitive, Time intensive tasks, Automate common Requests, and
Amplify decision-making?
Creating and Executing Business Processes

We are Looking forward to hearing from you soon.

Thank you,

V. 2 - Hi {First Name},

You are probably busy, and I am sorry to “nudge”:

Is it just that you are too busy, or am I mistaken thinking our platform is potentially relevant for you?

I am looking forward to your feedback.

Thank you,

➔ 4th E-mail:

Hi {{First Name}},

I wanted to circle back on my last emails.

Being a {Job title}, I am sure you want to know about a platform that can make your team’s life easier,
especially on the daunting task of data extraction from documents and more.

Automation Hero is the end-to-end intelligent automation platform your team needs.

Is there someone else perhaps in your company who would be more relevant to talk about the subject
of RPA about?

We would appreciate your feedback.

Thank you,

➔ 5th E-mail

Hi {{First Name}},

I have been trying to get in touch with you.

If reducing workload and errors is a non-issue for your company and this is not relevant, please let me
know.

If there is someone else at {{company name}} with more time to explore this? Is now a good time to
introduce them to how we can help you ease your operational burden to save time so that you can focus
on your core business and creating more value?

If not, I will reach out again in a few months and hopefully, things will be less hectic then so we can get
some time for a call.

Hope to hear from you.

Creating and Executing Business Processes

I am looking forward to your feedback.

Thank you for your help,

➔ Email after meeting requesting more information:

Dear ____,

Thank you for your time today. As requested,

please click here for more information about Automation Hero

If it makes sense, can we schedule a quick call for next week?

I am looking forward to your feedback.

Thank you,

➔ Email after meeting set:

Hi,

Thank you for taking the time to talk with me today.

I have sent you an invite to meet with our executives who would be happy to assist you and to learn
more about how to address your unique needs.

Please confirm the invite when you can and feel free to send us any questions before the meeting.

Thanks again,

LinkedIn:

PERSONALIZE, PERSONALIZE, PERSONALIZE.

Add in context:

“Automation Hero” is the first intelligent process automation platform that combines RPA with AI that
combines screen scraping, structured and unstructured data processing, machine learning, and the
human workforce. We focus on eliminating repetitive and time-consuming tasks, automating common
tasks and augmenting employee decision-making.

Insurance -Short pitch:

We work with Insurance companies and successfully reduce time spent on claims by up to %30 by
combining RPA with AI to form intelligent process automation using our platform.
Creating and Executing Business Processes

Logistics & Supply - Short pitch

We work with Logistic Companies in 4 key areas which are Customer service, invoices, inventory
management and Compliance, and Legal/regulatory.

➔ 1st Message:

V.1 - For Insurance Case:

Hi, First Name,

Thank you for connecting.

I was wondering if it is ok to ask you a quick question?

Are you using any automation processes for your information extraction and entry workers?

IF NO

Would you agree then that your team spends too much time on data extraction that they could spend on
something more productive?

We work with Insurance companies and successfully reduce time spent on claims by up to %30 by
combining RPA with AI to form intelligent process automation using our platform.

IF YES

May I ask which platform are you using, and does it handle unstructured data well?

Now insert Automation Hero Intro:

We work with Insurance companies and successfully reduce time spent on claims by up to %30 by
combining RPA with AI to form intelligent process automation using our platform.

Would you be open to having a call with one of our executives so they can assess your needs and see if
there is a fit here that can bring you value?

V.1 - For Logistics & Supply Case:

Hi, First Name,

Thank you for connecting.

I was wondering if it is ok to ask you a quick question?

Are you using any automation processes for your Information workers?

IF NOT
Creating and Executing Business Processes

We help maintain a successful Supply Chain and other Business processes flowing by using an
Intelligent Automation Platform. We work with Logistic Companies in 4 key areas which are Customer
service, invoices, inventory management, Compliance and Legal/regulatory.

Would you be open to having a call with one of our executives so they can better assess your needs?

IF YES:

May I ask which platform are you using, and does it handle the fluctuations in your supply chain
processes well?

Would you be open to having a call with one of our executives so they can assess your needs and see if
there is a fit here that can bring you value?

➔ 2nd Message:
Hi {{First Name}},

How are you?

I am circling my message back on top of the stack in case you missed it.

In any case, I would appreciate your feedback.

Thank you,

➔ 3rd Message

Hi {{first name}},

What do you say? Are you open to learning more about our Intelligent Automation platform that helps
cut up to %70 of your team’s time?

I would be happy to connect you with one of our executives so they can understand your needs and
assess how we can best assist you.

Please let me know.

Thank you,
Creating and Executing Business Processes

Integration Alignment

➔ Calendar alignment
◆ We will add all scheduled meetings via your Calendy
◆ We will use zoom/google meet….

➔ CRM Alignment
◆ We will add all Prospects with scheduled meetings into Salesforce
◆ The following fields will reflect….

➔ Communication Channel
◆ Slack/WhatsApp

Playbook sign off:

Name Date