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Transcript of Creating the architecture vision with cisco v2.2
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—1© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
Creating the Architecture Vision with Cisco
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—2
Agenda
Introductions
Share Architecture Sales Experiences
Benefits of adopting an architectural approach
Course Introduction
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—3
Learner Introductions
• Your name and Company
• Job Role
• How long have you been Selling?
• Experience of Cisco Architecture Play engagement
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—4© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
Why Architectures Matter
Module 2
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—5
Chapter Objectives
On completion of this chapter, you will:• Understand Key Business Drivers and Business Imperatives
• What is an Architecture Framework?
• Enterprise Architectures (ITIL and TOGAF)
• Driving Value with Architectures
• What is the value to You, Your Customer and Cisco
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—6
Multiple trends are causing a profound transition that is changing the way that people interact and do business
Business Trends
Explosion of Mobile DevicesMore mobile lifestyle that integrates work and personal life
Android & iOS Tablets
Smart Phones
PCs & Macs
Thin ClientsCloud-Based Applications
The Rise of Cloud ComputingCloud delivery models becoming mainstream
Any Time, Any Place
Across All Devices
Video Becomes PervasiveIncreasing use of video interaction
Employee Collaboration
Customer Collaboration
The Enterprise Becomes SocialSocial Software being used internally and to interact with customersBusinesses need to achieve new levels of ROI by unlocking the expertise hidden in their organizations
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—7
Market Pressure IT DriversBusiness Demands
Business Dynamics Driving New Opportunities
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—8
Business Imperatives
Putting people at the heart of
communication
By building secure, scalable and
redundant Data Centers
By delivering Any content from Any device in Any
location
Enable Business Speed and
Agility
Maintain Regulatory Compliance and
Manage Risk Well
Enable unified access and support for the next
generation of knowledge workers
Business Imperatives
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—9
From Products to ArchitecturesA Shift from Technology Products to Business Architectures
Busi
ness
Rel
evan
ce
Technology Vendor Business Enabler
Products
Solutions
Architectures
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—10
Architecture Framework
An architecture framework is a set of tools and processes which can be used for developing a broad range of different architectures. It should:
• describe a method for defining an information system in terms of a set of building blocks
• show how the building blocks fit together
• contain a set of tools
• provide a common vocabulary
• include a list of recommended standards
• include a list of compliant products that can be used to implement the building blocks
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—11
Architectural Difference(Do I need an Architecture?)
• If you are building a simple, single-user, non-distributed system, you might need no architects at all.
• If you are building an enterprise-wide, mission critical, highly distributed system, you might need a database architect, a solutions architect, an infrastructure architect, a business architect, and an enterprise architect, but more importantly, an architectural framework.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—12
Many enterprise-architectural methodologies have come and gone in the last 20 years. At this point, perhaps 90% of the field use one of these four methodologies:
– The Zachman Framework for Enterprise Architectures – The Open Group Architectural Framework (TOGAF)– The Federal Enterprise Architecture – The Gartner Methodology
EA Methodologies
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—13
TOGAFThe Open Group Architectural Framework
TOGAF is a high level and holistic architecture framework, which is typically modelled at four levels: • Business - Describes the processes the business uses to meet
its goals • Application - Describes how specific applications are designed
and how they interact with each other • Data - Describes how the enterprise datastores are organized
and accessed• Technology - Describes the hardware and software
infrastructure that supports applications and their interactions.
It tries to give a well-tested overall starting model to information architects, which can then be built upon. It relies heavily on modularization, standardization and already existing, proven technologies and products.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—14
• Not an Enterprise Framework!• A framework of Best Practice guidance for IT Service Management
– Has grown to become the most widely accepted approach to IT Service management in the world.
– Is of benefit to all IT organizations irrespective of their size or the technology in use.
• Core principles within ITIL are:
Service Strategy
Service Design
Service Transition
Service Operation
Continual Service Improvement
Introduction to ITIL
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—15
• Increased user and customer satisfaction with IT
services
• Improved service availability, directly leading to
increased business profits and revenue
• Financial savings from reduced rework, lost time,
improved resource management and usage
• Improved time to market for new products and services
• Improved decision making and optimised risk.
Benefits of ITIL
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—16
The Architecture Approach
• Business Agility– Architectures allow processes to be
more interoperable, enabling the re-use services, utilise all features of existing applications and rapid deployment of new capability as the business need changes
• Risk Avoidance– An Architectural Approach allows
the Operational and Business needs to be planned, understood and coherently delivered
• Cost Savings– An Architectural Approach reduces
the management complexity, delivering cost savings and minimising operational risk
“The artificial walls between business and IT are crashing down and Enterprise Architecture is the bridge to integrate business and IT”
Philip Allega, Gartner, 2011
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—17
With a BlueprintWithout a Blueprint
Blueprint equals lower TCONo roadmap can dead-end equipment
CostControl
Upgrade & Replace
All product features are testedTime spent solving “point” problems
NetworkPerforms
Managing“Downtime”
3 architectures - tested end-to-endVendors testing equipment
Clear Roadmap
Too Many Variables
Point ProductVendors
The Value of Network Architectures
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—18
• Architecture Sales Overview by Brad Coleman, Borderless Networks, Cisco Systems
Architecture Selling
• http://www.youtube.com/watch?v=XqGe5kMdSPQ
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—19
In your groups:
• Cisco: List the benefits to Cisco of offering the Architectural Approach (Brad mentioned some in the video, but add your own)
• Your Customers: List the benefits to your customers of adopting an Architectural Approach
• You: List the benefits to you in adopting an Architectural Approach
• 15 mins discussion, nominate spokesperson to feedback
Architecture Selling - Exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—20
• You: List the benefits to you in adopting an Architectural Approach
• Your Customers: List the benefits to your customers of adopting an Architectural Approach
• Cisco: List the benefits to Cisco of offering the Architectural Approach
Architecture Selling - Exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—21
“Over the last decade Cisco's invested approximately $45 billion in research and development as a way to help fuel growth… during that same period, Cisco has also invested $30 billion in acquisitions as another method of building out its product and technology mix.”
Frank Calderoni CFO Cisco Systems Inc September 10th 2010
Cisco Architectural Plays
“Cisco is pursuing an architectural play as opposed to competing on just a product by product basis. It's a strategy that will continue to help the company differentiate versus its competitors. “
John Chambers CEO Cisco Systems Inc September 10th 2010
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—22
The three architectural plays are:
1. Borderless Network: Cisco’s core area of routing and switching is evolving into “next-generation routing and switching,” including Cisco WAAS WAN optimization, Security and Mobility
2. Collaboration: Cisco will broaden its emphasis on collaboration tools, make video pervasive, and integrate these tools into networks.
3. Data Center and Virtualization: With its unified computing platform and new server products, Cisco deepens its entry to virtualization and data center markets, posing a threat to the vendors who’ve traditionally held greater market share.
Cisco Architectural Plays
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—23
Architectural Strategies
Data Center &
Virtualization
Collaboration BorderlessNetworks
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—24
Closing Thoughts
24
Architectural selling has key benefits:
For you, for your customer and for Cisco
Cisco is architecturally aligned with TOGAF
But need to find out what your customer does!
Differentiate yourself by becoming a business enabler
Sell the architecture – not products or solutions
Understand the business and technology trends
These drive the opportunity.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—25
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—26© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
A New Sales Approach
Module 2
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—27
Chapter Objectives
On completion of this chapter, you will:
• Thinking in a Different Way – Business Solution Versus Technology Solution
• Customer Vision
• Story boarding methodology
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—28
• Cisco historically very successful in selling networks and services
• Moved into application space about ten years ago…..
• IP Telephony > IP Comms > Unified Comms > Collaboration > Business Transformation
• Network has evolved > Breaking down borders > Virtualisation, SaaS
• Holistic, Architectural approach that supports, evolves and grows with the business.
• Help you change the way you think about a sale– Change your mind set– Stop focusing on the products, look at customers vision
Why You Are Here?
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—29
Product vs Solution vs Architecture Sale
• Doesn’t consider needs of business
• Single detached sale• Often price driven• No scope to upsell• No scope for growth• doesn’t build loyalty
or trust
• Solution aligned with business needs
• Delivers business value
• Helps maintain price/margin
• Easier to upsell / cross sell
• Potential to enlarge the deal
• Builds customer loyalty & trust
Product Sale Solution Sale Architectural Sale
• Solution aligned with business vision
• Delivers business impact
• Strategic rather than tactical
• Technology is the business enabler
• Builds long-term recurring business
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—30
Business Strategy (s)
Business Solutions
Products
Technology Solutions
Early engagement = higher £££ sale
Consultative Selling Approach
Product Driven Tactical Approach
Compete on price = low £ sale
Business Decision Value Chain
Business Vision
Business Vision
STRATEGY
VISION
EXECUTION
How do organisations think
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—31
Your Vision
Is
‘what you want to become’
It must be:
ImaginableDesirableFeasible
FocussedFlexible
Communicableand
Challenging
A Company Vision
“To become the most safe, consistent, reliable and profitable of the train operating franchises in a climate that respects different views and people need not be afraid to be open and honest”.
To become the world's leading Consumer Company for automotive products and services.
A personal computer on every desk, and every computer running our software."
To shape the future of the internet by creating unprecedented value and opportunity for our customers, partners, shareholders, and employees
Business Vision
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—32
Cisco’s Business Strategy
Cisco’s Business Solutions
Products
Technology Solutions
To shape the future of the internet by creating unprecedented value and opportunity for our customers, partners, shareholders, and employees
Alignment of Cisco’s sales force under three multi-billion dollar architectural plays
Business Decision Value Chain
Business Vision
Cisco’s Business Vision
Example : Cisco
Catching market transitions that affect our customers (such as video, web 2.0, social media, etc) to evolve the network to be the platform that will change the way we work, live, play and learn
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—33
1. Understand your customer needs at all levels – vision / strategy / execution
2. Build your architectural proposition to align with business vision and demonstrate roadmap and architectural strengths against the business needs.
3. Develop and execute a multi-layer sales strategy to articulate yours and Cisco differentiators
Alignment of Cisco vision
with Business Needs
Commercial
leadership
Technology
leadership
STRATEGY
VISION
EXECUTION
Taking a Consultative Approachto be Business Relevant
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—34
Requirements
FutureState
CurrentState
GapAnalysis
Release Plan& Roadmap
Taking a Consultative Approachto be Business Relevant
SALES OPPORTUNITES
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—35
A Story...
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—36
The Story
StoryRequirementHeadache Tablets
Scenario ‘as is’Headache from overworking!
Vision ‘to be’Relaxed
SolutionFishing equipment,
season ticketclothes
BenefitsHeadache gone
Relaxed weekendMore effective at work
Trout for tea
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—37
The Quadrant
ChallengesToo much unnecessary stressworking too hardNeed to do something funDifficult time at work
SolutionsNew carbon fibre fishing rodSeason TicketNew fishing jacket, waders etc..Revenue stream….flies, lines, replacement tackle, next seasons ticketRoadmap….boat, 4 x4 to tow boat
VisionTo Relax, glorious summer evenings, peace.
BenefitsHeadache goneRelaxing weekendHappier BossTrout in freezer
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—38
• ‘I would like to be sure I understand the underlying issues here. Can we talk about your vision and how it translates into strategy?’
• ‘Let’s step back, examine the big picture and look at how this approach fits in with the company vision.
• I’ve visited your company web site and read the corporate vision, can you tell me how this impacts on your department?
• What does the vision mean to you from both a personal and corporate point of view?• Can you talk me through a typical day in your department?• ‘Can you foresee any concerns the vision and the strategy might not deal with?’• What about priorities?• ‘Are you directly measured against the realisation of the vision?’• ‘How is the company going to realise the vision?’• ‘What do you like and dislike about the ways things are handled now?’• ‘What is it about this approach that makes it useful to you?’• ‘Is there another perspective that someone else might have?’ or ‘How will others look
at this’
Example questions
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—39
Architecture Role Play Exercise
Working in your teams select a sample Customer (BN, DC or Collaboration) and using the Quadrant Model, articulate the following:
• The customer’s vision• The customer’s challenges• Possible solutions in the form of:
• Customer strategy• Customer Priorities
Do not focus on Solutions or Benefits yet, we will do that later.
Be prepared to present your thought to the rest of the class
45 minutes have been allocated to this exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—40
The Quadrant
Challenges Strategy
Vision Priorities
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—41© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 41
Cisco’s Architecture Plays
Module 3
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—42
Chapter Objectives
On completion of this chapter, you will:
• Understand Cisco’s overall DC, BN and Collab Strategy and Vision
• Understand Cisco’s DC, BN and Collab Architecture
• Understand the value of these architectures to your customer
• Understand teh importance of cross-architecture selling
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—43
Enable cloud services including people-centric collaboration and other
applications
Rich Ecosystem ofIntegrated Solutions
Enable customers to deploy tested, best of
breed solutions
Enable customers to build and operate private, public
or hybrid clouds
Enabling Cloud Applications/Services by Uniquely Combining the Unified Data Center and Cloud Intelligent Network
Tailored Solutions for Building Clouds
Innovative Cloud Services
Cisco’s Cloud Strategy
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—44
Introducing Cisco CloudVerseKey Capabilities for Public, Private and Hybrid Clouds
Cloud IntelligentNetwork
Unified Data
Center
CloudApplications
Cloud Enablement
Services
Unified ComputingUnified Fabric
Unified Management
Collaboration, Video3rd Party Cloud Services
Cloud-to-Cloud ConnectCloud-Customer Connect
Cisco Prime
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—45
Cloud IntelligentNetwork
Unified Data
Center
CloudApplications
Cloud EnablementProfessional
Services
CloudVerse Product PortfolioOverview
Nexus Family
UCSFamily
CIAC, UCSM, NSM Cisco Prime
ASRFamily
CRSFamily
ISRFamily
Cisco Technical & Professional Services
Collaboration, VideoVirtual Desk top, Security, IaaS
CLOUD
ON PREMISE
UnifiedCommunications
Telepresence
CollaborationApplications
CustomerCollaboration
SERVICES
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—46
Automate Service Delivery
Virtualize the Environment
Standardize Operations
Increased IT Operational Excellence (Agility, Efficiency and Simplicity)
Increased Cloud Readiness (Physical - Virtual - Cloud)
Consolidate Assets
Journey to IT Delivered as a ServiceCustomer View
Consolidate Data Centers
Unify Network Fabrics
Unify OperationsProfile Applications
and Cloud Readiness
Deploy Multi-tenancy
Deploy Integrated Compute & Storage
VM Mobility
Automation & Orchestration
World of Many Clouds
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—47
Automate Service Delivery
Virtualize the Environment
Standardize Operations
Consolidate Assets
Increased IT Operational Excellence (Agility, Efficiency and Simplicity)
Increased Cloud Readiness (Physical - Virtual - Cloud)
Consolidate Data Centers
Nexus Switches
Network Services Manager
Cloud Readiness Assessment
Services
Virtual Multi-Tenant DC
(VMDC)
Deploy UCS, Vblock, FlexPod
Nexus 1000v, ASA 1000v,
VSG, FabricPath,
FEX, OTV, LISP
Cisco Intelligent Automation for Cloud
World of Many Clouds
Journey to IT Delivered as a ServiceCisco Solutions
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—48
Automate Service Delivery
Virtualize the Environment
Standardize Operations
Consolidate Assets
Increased IT Operational Excellence (Agility, Efficiency and Simplicity)
Increased Cloud Readiness (Physical - Virtual - Cloud)
Success Stories
• Virtualization and private cloud
• Claims processing time reduced by over 50%
• Consolidation and virtualization
• 38% power savings with UCS
• Greater application agility
• Intelligent Automation
• Self-service IT on-demand
• IT provisioning reduced from 8 weeks to 7 minutes
• Standardization on Vblock
• Integration with customers’ application servers
• Assured application availability
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—49
Respond to Business
Challenges
Scale theBusiness
BusinessResiliency
Operational Efficiency
Technology Innovation Benefit
Network Storage Virtualization ManagementCompute Security
Cisco Architectural Advantage
Unified Data CenterThe Architectural Advantage
Reduce TCO
ManageRisk
Manage Growth
ExpandBusinessOpportunities
Time to Value
Busi
ness
Impe
rativ
es
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—50
0Infrastructure Costs
DeploymentTimes
ApplicationPerformance
PowerCooling
IT Staffing
30% Less Cost
90% Less Time
30%Faster
60% Less Cost
Deploy 2xCapacityNo StaffIncrease
Cisco Unified Data CenterNew Economics of Agility, Efficiency and Simplicity
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—51
Open Resilient Highly Secure IntegratedFlexible Scalable
Cisco Unified Data Center Architecture
Technology Innovation
IntegratedSolutions and Offers
Benefits
Partner Ecosystem
Agility
Simplification
Efficiency
Cisco Data Center
Services Private Cloud Business
Continuity
Virtual eXperience Infrastructure
ApplicationEvolution
Unified ComputingUnified
ManagementUnified Fabric
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—52
Business Value
Technical Differentiation
Improve Business Agility
Extend Business Asset Life
Maximize IT Investments
Ensure Compliance
Accelerate Team Performance
Virtualization
Capex and Opex Savings
Unified Fabric
Processing Power
Memory Density
UCS Manager
Application and Database Optimization
Cisco’s Compelling DC Value Proposition
© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—53
Collaboration Architecture
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—54
The Cisco VisionThe New Collaborative Workspace
Mobile, Social, Visual, Virtual“The power to bring people together at critical moments, is key to aggregating and amplifying the impact of employees”
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—55
Business Use Cases
Click a slide to preview that objective
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—56
Unified Communications
Customer Collaboration
TelePresenceCollaboration Applications
CLOUD
ON PREMISE
The Collaboration Portfolio
Unified Communications
UCM 9.0Call/Video
ControlMobility
UC on UCS
Customer Collaboration
CC EnterpriseCisco Voice
PortalCC ExpressSocial MinerMedia Sense
TelePresence
ImmersiveMultipurpose
PersonalVertical
Extensions
Collaboration Applications
WebExWebEx Social
Jabber
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—57
ANY CONTENTANYWHERE ANY DEVICE
Wide Variety of Collaboration Technologies
Secure Intra-company
Pervasive Video
Interoperable Open Architecture
EnterpriseSocial Software
FlexibleConsumption Model
Cisco’s Strategic DirectionIntegrated Collaboration Experience
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—58
This core is accessed by any combination of end-user clients, devices and applications from Cisco or third parties
Delivering a Consistent Experience
Anywhere, Any Content, on Any Device
Network Services
Medianet Services
CollaborationServices
Client Services
CollaborationApplications
Devices
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—59
Integrated Collaboration Architecture
Network Services
Medianet Services
CollaborationServices
Client Services
CollaborationApplications
Devices
Transport Signaling QoS
Auto-Discovery
Transcoding
Auto-Configuration
Transrating
Resource Control
Transcribing
Workflow
Scheduling and Calendaring
Session Mgmt
Presence / Location
Recording/Playback
Authoring
Real-timeData Sharing
Real-timeMessaging
Search
Semantic Processing
Social Graphing
Metadata Tagging
COMMUNICATION
CONTENT
Client ServicesFramework
Medianet ServicesInterface Lightweight APIs
Messaging
Enterprise Social Software
Conferencing
Telepresence
IP Communications
Customer Care
Desktop Mobile In-Room
Secu
rity
Serv
ices
Iden
tity
Polic
yAA
AEn
cryp
tion
Fede
ratio
n
Prov
isio
ning
Mai
nten
ance
Adm
inist
ratio
nO
pera
tions
Man
agem
ent S
ervi
ces
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—60
The Value to the Customer…
Network Services
Medianet Services
CollaborationServices
Client Services
CollaborationApplications
Devices
Secu
rity
Serv
ices
Iden
tity
Polic
yAA
AEn
cryp
tion
Fede
ratio
n
Prov
isio
ning
Mai
nten
ance
Adm
inist
ratio
nO
pera
tions
Man
agem
ent S
ervi
ces
All devices receive the same level of experience
The entire suite of Cisco Collaboration products is available.
Interoperability with 3rd party products allows the customer to choose their client and endpoint.
An optimal experience is delivered through integrated services, like roaming between devices, call and video quality, as well as location and presence information.
Rich-media or video content from any device can be delivered across any network and is received in a format
that is suitable for the end device
Each application gets the level of service needed from the network.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—61
Success StoriesBusiness Value of Collaboration
Financial ROI
Operational ROI
Strategic ROI
Cost Avoidance Process Optimization Business Transformation Procter & GambleTP-created “Supply Chain of Ideas”; saved millions in travel
BiesseWebEx-enabled customer support, $5K/day savings
Molina HealthcarePooled customer service, handled 20% more calls
Coca-ColaUC-enabled warehouse app,10% productivity increase
Government of CanadaWeb 2.0 knowledge sharing
Duke University Guest Lecturers via TP
Comcast Social software-enhanced customer collaboration
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—62
• Reduced decision cycle time from days to hours
• Increased specialist face time with customers by 45%
• Shortened sales cycle for high-touch enterprise deals by 9.7%
• Increased win rate for these complex deals by 2%,
• Average Cisco employee now telecommutes 2 days per week.
• 60% of time saved is spent working• Increased productivity: $320M/year
• Reduced product development time from 4 to 3 years
• 60% reduction in time to market
Source : IBSG Economics of Collaboration, June 2010
Net Benefits of $1.4 billion in FY10
The Economics of Collaboration
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—63
Business Value
Technical Differentiation
Improve Business Agility
Staff Attention and Retention
True Business Impact
????
Accelerate Team Performance
User Experience
Capex and Opex Savings
Integrated Solutions
Consistent User Design
Device Agnostic
Delivery Models(On-Prem & Cloud)
Breadth of Solution
Cisco’s Compelling Collaboration Value Proposition
© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—64
Borderless Network Architecture
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—65
Why Borderless Networks?
BN Accounts for: • 60% of an AM's Goal• 50% of Cisco's Business Revenue• 60% of Cisco's Share value• 70% of Cisco's Profit
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—66
User Experience is Business Value
Simpler, more transparent+ Easy to deploy and easier to maintain+ Fewer support calls
Office Hotel Room Café
= Better user experience, better security, and less work for IT teams
FewerRestrictions
SessionPersistence
Trusted Network Detection
OneLogin
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—67
Location
Device
Application
More people,
Working from more places,
Using more devices,
Accessing more diverse applications.
The Impact of IT Consumerization
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—68
Productivity Linked to Workplace Flexibility
66%
Accept lower-paying job
(10%) for work flexibility
45%
Work extra 2–3 hours a days if
allowed to do so remotely
39%
Expect video to become primary
mode of communications
45%
IT staff struggle to make
workforces more mobile
57%
IT staff—security the
biggest challenge
80%
IT time spent on day-to-day operations (Gartner)
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—69
The New Borderless Organization
Securely, Reliably, Transparently
Borderless Experience
Anything
AnytimeAnywhere
Anyone
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—70
BORDERLESS NETWORK SYSTEMS
BORDERLESS NETWORK SERVICES
BORDERLESS END-POINT/USER SERVICES Securely, Reliably, Seamlessly: AnyConnect
Mobility:Motion
App Performance: App Velocity
Energy Management:
EnergyWise
Multimedia Optimization:
Medianet
Security:TrustSec
CoreFabric
Extended Cloud
ExtendedEdge
UnifiedAccess
POLICY
MANAGEMENT
BORDERLESSINFRASTRUCTURE
Application Networking/ Optimization
Switching SecurityRoutingWireless
Borderless Network Architecture
Architecture for Agile Delivery of the Borderless Experience
SMART PROFESSIONAL AND TECHNICAL SERVICES: Realize the Value of Borderless Networks Faster
APIs
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—71
Business Value
Technical Differentiation
Improve Business Agility
Extend Business Asset Life
Maximize IT Investments
User Experience
Accelerate Team Performance
Mobility
Reduced TCO
Energy Management
Medianet
Performance (Clean Air/Client Link)
Cisco Prime Management
Security (ISE, AnyConnect, SIO)
Cisco’s Compelling BN Value Proposition
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—72
Architecture Role Play Exercise
Working in your teams, examine your potential customer and now identify the following:
• What elements of Cisco’s architectural plays are relevant to this Customer
• Make sure this is in alignment with their strategy and priorities
• What benefits will the customer see from implementing a Cisco architecture
45 minutes have been allocated to this exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—73
The Quadrant
Challenges Solutions
Vision Benefits
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Cross Architecture Selling
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Data Center &
Virtualization
Collaboration Borderless Networks
VideoVXI
Cloud
Architectural Intersection
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Architecture Overlap
– Changes the level of engagement
– Spot opportunities across other architectures
– Emphasize holistic approach
– Satisfied Customers
Virtualisation
DC
Switc
hing
ACEWAAS
UCS
Collaboration
UC
DMSWebex
TP
Borderless Networks
Wireless
Security
SwitchingRouting
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Next Generation Virtual Workspace
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—78
Next Generation Unified Workspace
Data Center &
Virtualization
Collaboration Borderless Networks
Unified Workspace
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Next Generation Unified Workspace
• VXI Smart Solution
• Cisco Jabber
• BYOD Smart Solution
Collaboration
Virtualization
Networking
Workspace of the Future
Workspace
of the
Future
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—80
Cisco Virtualization Experience Infrastructure (VXI)Cross Architecture Play
Virtualization-Aware Borderless Network
VirtualizedData Center
Virtualized Collaborative Workspace
UC on UCS
Desktop Virtualization without the compromises
VDIVirtual Desktop Infrastructure
Cisco VXI
Support for Rich Media / Voice & Video
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—81
Success StorySouth West Alliance of Rural Health
Challenge• Deliver IT services to 13 public health agencies• Support extremely mobile clinician staff
Solution• Cisco VXI with Cisco VXC, UC and UCS
Expected Impact• Create more efficient and collaborative patient care
environments• Optimize patient care experience• Increase staff confidence in electronic health records
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—82
BEAT THE CLOCK:
Working in your teams, you know have 10 minutes to list as many customer benefits as possible in leveraging all three architectures
10 minutes have been allocated to this exercise
Exercise : Cross Architecture Selling
Part One
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—83
Exercise : Cross Architecture Selling
Part TwoWorking in your original teams, now identify 3 strategies on how you would create opportunity for a cross-architecture sale with your customer.
• Think about their priorities?• What would be your entry point?• Who would you engage with?
30 minutes have been allocated to this exercise
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© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—85
The Architecture Conversation
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Chapter Objectives
On completion of this chapter, you will:
• Understand the key tips to get an architectural conversation started
• Understand the importance of professional services
• Understand the importance of implementation planning
• Know how to deal with typical objections
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• Think different, Be different
• Articulate the business relevancy of Cisco’s architectural solutions, and differentiate that solution from the competition
• Transform the roll of a traditional AM from a cost of sale to a trusted business advisor
• Elevate the engagement level with end customers from IT/purchasing to LoB and CXO
• Input business analysis and business process consulting skills into a architectural sale
• Increase revenue income & lockout competition through becoming a trusted advisor
Think Different, Be Different
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—88
Architectural Selling
This is Evolution not Revolution!
The recipe for success is short cycles that deliver: • a clear vision• an actionable roadmap• architectural blueprints (building blocks)• a pragmatic path from the current environment to the
target (implementation plan)• governance that facilitates change and delivers business
results• measurement and effective communication of results
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—89
Conversation Frameworks for TDMs
• In addition to everything we have already discussed:– Professional Services– Architectural Blueprints with CVDs or SBA– Implementation Plan– Migration plan
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Architectural Planning Services
Advanced and Technical Implementation Services
Product Sales
Conversation Framework for TDMsProfessional Services
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Conversation Framework for TDMsCisco Validated Designs
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Smart Business ArchitectureConversation Framework for TDMsSmart Business Architecture
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[Enter Title]
A common pitfall is to spend too much time on vision, roadmap and blueprints.
The place where most EA programs start to go astray is implementation planning.
In TOGAF, the implementation planning phase is called Opportunities and Solutions
Conversation Framework for TDMsImplementation Plan
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Conversation Frameworks for BDMsElevating the Conversation
• For the BDM:
?
• Shift the focus from costs and efficiencies to growth and innovation– E.g. move the DC from a
tactical cost center to a strategic competitive weapon
• Need to gain CxO Strategic Engagement
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—95
Executive Level Selling
KNOW MY WORLD• Do your research and homework• Know my pain points• Understand the sensitivities in my role• Know my pressures• Can you be in my network?
Extraordinary Preparation:
1. Fact Finding
Do they use UC? Are they regulated? How do they communicate globally?
2. External Analysis
How good are their green credentials? How good is their customer service?
3. Client’s Strategic Vision
Is collaboration, mobility a part of this?
4. Objectives Analysis
What do they expect of IT?
5. Measures of Success / Identification KPIs and Critical Success Factors (CSFs)
cost reduction?, employee productivity?, carbon footprint?, growth? All have implications for our architectures.
BRING VALUE• Prove Value – proof points, where have you saved money?• Show me what success looks like (and failure)• Show me how you can solve my problems – second guess what I might
need• Where can you take cost out & where can you help to protect revenue?• Can you execute?
BE PRESENT• Show you want to build a long term relationship• Don’t sell to me – listen• Be on my agenda not yours• Can I rely on you to leverage resources?
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—96
Executive Level PresencePersonal Credibility
• We won’t be able to tick any of these boxes unless the CxO thinks we are personally credible
• Personal Credibility is vital when dealing with senior executives
• Your Personal Credibility Statement should not focus on why Cisco or why your company, but why YOU.
• Draw on experience with other clients, Cisco’s own I.T. messages (Cisco on Cisco ), successful CxO engagements you have experienced, or any source of personal credibility
Remember this……
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—97
Executive Level SellingCIO Archetypes
Traditionalistsfocus on operations
Function Heads.....
• Manage IT Crises• Develop IT talent• Improve IT operations• Improve system
performance• Manage security• Manage the budget
Transformational Leaders.....
• Redesign business processes• Align It initiatives/strategies
with business goals/strategies
• Cultivate the IT/business partnership
• Lead change efforts• Implement new systems and
architecture• Map IT strategies to overall
enterprise strategies
Business Strategists.....
• Develop/refine business strategies
• Study market trends• Develop external
customer insight• Develop business
innovations• Identify opportunities for
competitive differentiation
• Reengineer or develop new sales and distribution channelsIncrementalists
focus on process improvement
Strategistsfocus on enabling business transformation
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—98
• Where to start?– Top – – Bottom – gain CIO sponsorship before
tackling other CxO
• How to Start• What to do if cannot engage
– Partners, own cxos, cisco cio exec sponsor
Traversing the Business Lines
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• Identify your stakeholders• Analyse stakeholders by impact
and influence• Plan stakeholders
communications and reporting• Engage with your stakeholders
Stakeholder Mapping
Must Haves Possible DC & V Collab BN
CFO CEO DC Architect CCO CISO
CIOCTO
COOCMO
DC Manager Software Buyer
Network Mgr
CMO Server, Storage, Network & Apps Buyers
Horizontal Functions (HR, Corp Comms, etc)
Infrastructure MgrFacilities Mgr
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—100
Stakeholder Mapping
CONSIDERATIONS
Power/Authority/Influence?Fears?WIFM?
Personality Profile?Capacity to Block?How to Engage?
How to Neutralize?Hot Buttons?
Relationships/Allies?Metrics for Success?
Experience?View of us/Cisco?
View of technology? VisionProject
Sally Miller
• Sales Director• Committed • Supportive• Has good
experience• Target/Goal driven• Analytic• Unlikely to Block• Wants it faster
Fred Jones
• CFO• Supportive/non
Blocker? • Amiable• Very Influential• Key Ally to CIO• Concerned about
cost• Driven by
Recognition
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—101
Still working in your teams, split into pairs – one person is the sales person, the other, either the BDM or TDM, and practice convincing your customer of the value Cisco’s architectural approach
30 minutes have been allocated to this exercise
Role Play Exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—102
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Wrap-Up
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—104
How to Succeed:• Recognise that architectural selling is
a strategic sale
• Take a multi-level sales approach
• Agree the Vision, Mission, Goals and Objectives with key stakeholders
• Recognise that cloud adoption will have wide impact – have a plan – walk the customer thru the migration
• Become a trusted advisor to your customer and work closely with Cisco
Best Practices
How to Fail:• Still think selling Cisco is a
technology sale
• Under-estimate your customers knowledge and concern
• Only sell into IT
• Say you will change but continue to do what you have always done
• Only focus on one architecture
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—105