jens lindbom - cisco · the 3 pillars of cisco marketing . what cisco marketing can do with you to...
TRANSCRIPT
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
We Can.
Jens Lindbom Market Manager, Commercial & Small Business, North Europe
April 1st - 2011
Marketing - fra de 4 P'er til de 3 E'er
Educating - Entertaining - Engaging
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
• Do we see the opportunity?
• Cisco and Marketing – What do we do?
• What can we do together?
The Opportunity
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Borderless Networks
Datacenter/Virtualization
Cloud Services
Collaboration/Video
Borderless Networks
Marketing @ Cisco
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
Awerness
Demand
Enablement
The 3 Pillars of Cisco Marketing
What Cisco Marketing can do with you to create new business!
Demand Generation - It’s all about Leads
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Customers and potential customers can interact with Cisco in a number of ways e.g. By completing a Website form Click-to-chat
Search-Engine Marketing Events - Webinars – Seminars
Where there is a clear identification of Budget, Authority, Need & Timescale (BANT) a lead is created, mapped to and delivered through SFDC to the sales owner. Such a lead is termed a “marketing” or BANT lead.
It is important to realise that BANT leads are qualified and arise as a result of customer driven interaction with Cisco
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
• Customer Responds to Cisco Marketing –click-to-chat, web-forms, email, events Inbound
• Insides Sales Reason to Call Plays – Cisco to End customer activity or IS co-ordinated Partner to end customer activity
(IS) RTC
• Partner Reason to Call. “Self driven” RTC activities instigated by Partner in collaboration with TBM / PMM
PRTC
• The Partner Demand Centre offers partners integrated co-marketing (co-funded) programmes that deliver powerful results from opening up new dialogue to generating net new sales
PDC
Partner Co-Marketing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
• Access to Client Manager to advise and plan with Partner on quarterly marketing activity
• Partner free to use own or PDC approved vendors • Bespoke activity – target ROI must be defined • Source of co-funding up to $10,000 per quarter
AG+ 240 EU Partners
High touch
• Limited access to Client Manager to advise on marketing services available through PDC
• Suite of free and fee-based packaged services delivered through PMC and Cisco’s PDC approved vendors
• Access to M-Concierge providing 1st level support on PMC • Source of co-funding up to $5,000 per quarter
AG Start 1,200 EU Partners
Low touch/Self-serve
• Suite of free and fee-based packaged services delivered through PMC and Cisco’s PDC approved vendors
• Access to M-Concierge providing 1st level support on PMC • Source of co-funding up to $2,500 per quarter
Other Certified 13,000 EU Partners
Self-serve
Partner M
arketing Central
Co-m
arketing Platform
C
ustomised
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
Avant Garde Entry Point
Other Certified Entry Point
Cisco Confidential 16 © 2010 Cisco and/or its affiliates. All rights reserved.
PDC Co
Funding
• Discussion Guides • At-a Glance • Partner training presentation • Customer presentation • Campaign Builder assets • Telemarketing • Direct mail • email • Seminar in a box • Posters
Rea
son
To C
all P
rogr
amm
es
Prod
uct L
aunc
hes
Bor
derle
ss
Net
wor
ks
Col
labo
ratio
n Vi
rtua
lizat
ion
Partners
Data Intelligence Service
Capital Customer
DATA
PLAYS
PARTNERS
CUSTOMERS
Our job - Bringing it all together
Cisco Confidential 17 © 2010 Cisco and/or its affiliates. All rights reserved.
Sales Enablement Tools
Discussion Guide for sales guidance in targeting opportunities At a Glance (AAG) for key discussion points to help guide your initial customer discussion, and keep it on track How to Use training presentation for an overview of the play, and suggested engagement tactics
Customer Engagement Tools
Customizable emails and postcards to engage BDM and TDM targets Banner ads for BDM and TDM audiences; for partner public websites Customer TDM & BDM Presentations
.
Cisco Confidential 18 © 2010 Cisco and/or its affiliates. All rights reserved.
Tabbed PDF format - Not designed to be printed out
Play Overview – what is it and why is it good for you
Market landscape
Targeting
Value proposition inc vertical specific
Trigger questions
Key offers to secure a follow up meeting
Objection handling
Competitive positioning
Key resources
How to do it: 5 Steps to run a Cisco campaign
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
1
Message & Content
Cisco Confidential 21 © 2010 Cisco and/or its affiliates. All rights reserved.
H1 FY11 H2 FY11 H2FY10 Jan Dec Jul Aug Sep Oct Nov Feb Mar Apr May Jun Jul
Pervasive Video – Tandberg x Sell
Currently available Planned
Under Discussion
UCS C-series Sales acceleration Server Virtualization
Switching Evolution
DC
V C
OLL
AB
OR
ATIO
N
BN
Threat Defense
UC Collaboration Breakaway Competitive & Migration play
Win the Desktop – Desktop WebEx IM
EU UC CA Collaboration (Refreshed cube data) & extended localisations + new A2C offer for FY11
Routing Managed Services Play
Borderless Access (Previously namedSoC 3)
Cisco Interactive Knowledge Center Low Wallet New customer acquisition (85,000)
Mandatory
UC 8.5
Switch On Cisco II
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
2
Make sure there is enough customer data in order to successfully run a campaign.
Customer Data
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
3
Agree on what play to execute How many customers will be contacted Number of resources who will be
engaged with the campaign Timeline for training and execution
Make sure we are sharing customers data to successfully run the play
The Plan
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
4
Get in to the available collateral and educate yourself with us
Work with Cisco to get high level product training
Provide each AM with the list of customers to target
Launch!!!
Execute
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
5
Work with the following to start preparing for co-marketing campaigns/activities with Cisco:
Contacts:
Partner AM Local Cisco contact (PAM)
Marketing campaigns Jens Lindbom
PR/Events Mailliw Sörensen-Grann
Communication/Events Karianne Myrvold
Talk 2 us
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
We Can.
Speaker Name Speaker Title
Date
Thank you.