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© 2007 Cisco Systems, Inc. All rights reserved.Presentation_ID Cisco Confidential 1
ICT forum October 30th
Co-Marketing
Nikos Botinis
Channel Manager
Greece, Cyprus & Malta
© 2007 Cisco Systems, Inc. All rights reserved.
Cisco’s Channel Vision & Mission
Creating capacity for growth by accelerating partner and customer success
© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialCSS 10413479_03_2007_c1 2
Transforming the customer experience with the World’s best partners
© 2007 Cisco Systems, Inc. All rights reserved.
Customer requests are changingP
art
ner
Pro
fita
bili
ty
Partner Value-Add
Business Solutions
Integrated Technologies
Individual Products
Technology Specialized
SIPVIP
TA
P (
CT
MP
)
OIP
© 2007 Cisco Systems, Inc. All rights reserved.
Customers
Direct VARs, Systems Integrators
Distributors 2-Tier Resellers
Service Provider Channel
>80% of Revenue via Partners
Value Add Resellers
(VARs)
Managed Services / Outsourcing
Providers
DistributorValue Add
Solution providers(MS/Outsourcing)
Channel Routes to Market
© 2007 Cisco Systems, Inc. All rights reserved.
Offer-Based Strategy
Supports value-based Go-To-Market
Choices support differentiation and profitability
OutsourcingManagedServices
Resale
© 2007 Cisco Systems, Inc. All rights reserved.
Resale Program: Partner gets Branded
CustomerSatisfaction
Support Infrastructure
Specializations
SIP
VIP
OIP
TAP (CTMP)
© 2007 Cisco Systems, Inc. All rights reserved.
MS Program: In Pilot
Market is growing at 32% per annum (Gartner)
OutsourcingManagedServices
Resale
© 2007 Cisco Systems, Inc. All rights reserved.
Managed Services Growth: 32% CAGR
Increased complexity of applications and solutions Expectation of universal access to tools and applications IT departments evolving focus to out-tasked model
$36B
2005 2006 2007 2008 2009 2010
$29B
$23B
$18B
$13B$9B
CAGR
Asia/Pacific 46%
Japan 35%
Middle East & Africa 46%
W. Europe 27%
Latin America 50%
Source: Gartner Dataquest (August 2007) / Ovum July 2007
Why?
North America 33%
E. Europe 43%
© 2007 Cisco Systems, Inc. All rights reserved.
What is a Managed Service Offer ?
Managed Service offer meets the following criteria:
1. SLA between partner and end customer
2. Remote configuration and troubleshooting
3. Remote monitoring of subject CPE
4. Minimum contract term is one year
5. CPE title with partner, customer or lessor
© 2007 Cisco Systems, Inc. All rights reserved.
MS Program: Service Gets Branded
Servicecoveredby SLA
NetworkOperationsCenter
Tiering ofManaged Services
© 2007 Cisco Systems, Inc. All rights reserved.
OS Program: In Development
Distinct and separate offer type
OutsourcingManagedServices
Resale
© 2007 Cisco Systems, Inc. All rights reserved.
What is an Outsource Offer ?
Outsourcing offer must meets the following criteria:
1. Outsourcer is responsible for the management of specific end customer assets including employees, third party contracts, systems and data
4. Minimum contract term is three years
5. Asset title can be with partner, customer or lessor
2. Specific agreement with end customer for receipt of defined services, pricing, and level of service quality
3. Outsourcer acts as attendant to subject assets and has capital responsibility for maintenance, disposal, refresh, and other changes
© 2007 Cisco Systems, Inc. All rights reserved.
OS Program: Transaction Specific
Specializations
OutsourcingAgreement
with Specific
SLA
Infrastructure“Ownership”and Manage-ment
© 2007 Cisco Systems, Inc. All rights reserved.
Offer-Based Strategy
Supports value-based Go-To-Market
Choices support differentiation and profitability
OutsourcingManagedServices
Resale
© 2007 Cisco Systems, Inc. All rights reserved.
Customers
>80% of Revenue via Partners
Value Add Resellers
(VARs)
Managed Services / Outsourcing Providers
DistributorValue Add
Solution providers(MS/Outsourcing)
Channel Routes to Market
© 2007 Cisco Systems, Inc. All rights reserved.
Marketing Funds : DDF
Distributor Development Funds are to be used for distributor marketing activities for resellers.
Demand Generation :
– Direct Marketing
– Print Advertising
– Outdoor Advertising
– Catalogue
– Telemarketing
– Seminars/Workshop
– Shows/Exhibitions.
© 2007 Cisco Systems, Inc. All rights reserved.
Marketing Funds : Joint Marketing Funds (JMF)
The Cisco Joint Marketing Fund (JMF) is designed to provide Cisco partners with the tools and resources needed to effectively market their companies and the Cisco product lines they carry.
Key Benefits:
– Get funding and support for pre-approved demand-generation activities
– Generate new business
– Strengthen your competitive advantage in the marketplace
– Increase sales
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
Step 1: Identify business and marketing objectives.
Step 2: Define your unique value proposition.
Step 3: Develop the communications strategy.
Step 4: Execute your campaign activities.
Step 5: Measure the campaign results.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaignStep 1: Identify business and marketing objectives.
The first step in developing a sound marketing strategy is to identify your business and marketing objectives and make sure that they are well-aligned.
– The most successful marketing plans include objectives that are:
• Specific: goals are clear and concise
• Measurable: results can be reported
• Realistic: goals can be obtained within the market conditions
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaignStep 2: Define your unique value proposition.
Understanding your customers and their needs is the foundation of good marketing and messaging.
Is your value proposition targeted, relevant, and compelling?
Have you differentiated yourself from close competitors? Having a proposition that both persuades customers and differentiates your company from its competitors is the best way to deliver your message.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaignStep 3: Develop the communications strategy.
Once you have defined your business and marketing objectives and completed your positioning and messaging, the next step is to develop a communications strategy to give your campaign focus and direction.
By further segmenting the customer audience and developing messaging that addresses each segment specifically, your communications strategy will be more comprehensive.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaignStep 4: Execute your campaign activities.
Now is the time to begin creating and implementing your marketing activities. First outline which tactics fit best with your communications strategy.
Then determine the dates when your campaign will run.
Next, access Campaign Builder, a tool you can use to easily create co-marketing, cobranded materials.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaignStep 5: Measure the campaign results.
After investing valuable resources, it's important to measure the effectiveness of your campaign.
To make result measurement easier, plan the metrics that you will track before executing your campaign.
© 2007 Cisco Systems, Inc. All rights reserved.
Customer requests are changingP
art
ner
Pro
fita
bili
ty
Partner Value-Add
Business Solutions
Integrated Technologies
Individual Products
Technology Specialized
SIPVIP
TA
P (
CT
MP
)
OIP