Home | MECLABS - Moving Your Own Cheese...Cisco Systems The Early Years ( 1984–1995) Cisco Founded...
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Karyn Scott Director, Enterprise Segment Marketing Cisco Systems, Inc. Moving Your Own Cheese
Transcript of Home | MECLABS - Moving Your Own Cheese...Cisco Systems The Early Years ( 1984–1995) Cisco Founded...
Karyn Scott Director, Enterprise Segment Marketing Cisco Systems, Inc.
Moving Your Own Cheese
Cisco Systems The Early Years (1984–1995)
Cisco Founded 1984
Founding Principles: 1. Focus on the customer 2. Social responsibility
IPO 1990
• February, listed on NASDAQ
• Initial market capitalization of $224M
• Today: $93B
John Chambers 1995
• January, named CEO
Cisco 1st to pioneer multi-protocol routing
1985–1989
• Internetworking router was primary product from beginning
• Supported multiple data transmission standards – could link together different kinds of networks
1st acquisition: Crescendo Communications
1993
Acquisitions have played a critical role in Cisco’s evolution • Acquired 150 companies to date
1995 1994 1993 1992 1991 1990 1989 1988 1987 1986 1985 1984
We Had Ads: Cisco Early 1990s
And a Website
And Events
We Were Superheroes!
Why the CIO? Who is this person?
Which of the following activities best characterize your focus and how you spend your time in your current role?
Which of the following activities would you like to spend more time on in the next 3-5 years?
Source: State of the CIO Survey, CIO magazine, January 2012
Security Management -30
Improve IT Operations/System Performance -55
Implement New Systems/Architectures -37
Negotiate with Vendors
-63
Cultivate IT/Business Partnership -16
Lead Change Efforts 100
Redesign Business Processes 122
Cost Control/Expense Management -64 Manage IT Crises -82
Drive Business Innovation 204
Align IT/Business Goals -37
Develop/Refine Business Strategy 182
Develop New Go-To Market Strategies/Technologies 233
Identify Opportunities Competitive Differentiation 253
Study Market Trends For Commercial Opportunities 300
What do they care about?
Source: State of the CIO Survey, CIO magazine, January 2012
Presenter
Presentation Notes
This is an INDEX was created off of the results of the answers� The State of the CIO study asks two sequential questions….1)where do you currently spend time and 2)where do you want to spend more/less time in the coming 3-5 years. What this slide shows is an INDEX of the percentage increase/decrease of time that CIOs want to spend……based on how they currently spend their time. So if an item had an index of 300 it would read “CIOs want to spend three times the amount of time on that subject than they do today.” The Y axis is the line that depicts their current time allotment for an item NOW. The Y axis is also a baseline of 100. This chart shows the issues CIOs want to spend more time on in the next 3-5 years to the right side of the Y axis. These are the top areas where they want to be spending MORE time. The issues that CIOs want to spend less time on in the next 3-5 years are to the left of the Y axis. These areas on the left are the areas where IT executives want to be spending less time in 3-5 years. For marketing executives – you should look at these areas on the right hand side and map your marketing messages and frame your literature around these issues. The math of the index is: (3-5 years)/(Now) = Index * 100 (because baseline is 100) = INDEX. (For example: 27/9=3 x 100= 300). REPS: MAKE SURE YOU UNDERSTAND THIS CHART BEFORE USING – VERY EASY TO GET TRIPPED UP.
Source: State of the CIO Survey, CIO magazine, January 2012
Focus on business challenges
2012 Enterprise SMB
Improve end-user workforce productivity 47% 42% 48%
Re-engineer core business processes 39% 39% 38%
Improve quality of products and/or processes
35% 28% 38%
Lower the company's overall operating costs
32% 38% 29%
Innovative new market offerings or business practices
28% 30% 29%
Improve security/risk management 27% 25% 26%
Support global expansion 19% 31% 15%
Manage customer relationships 19% 18% 19%
Acquire and retain customers 16% 14% 17%
Enable regulatory compliance 13% 14% 13%
SMB: Less than $999m company revenues; Enterprise: More than $1 b company revenues
What do you anticipate will be IT's most significant business accomplishments in the year ahead?
Presenter
Presentation Notes
Worker productivity, business process & product quality improvements key areas of focus Improvements to end-user workforce productivity (47 percent), reengineering core business processes (39 percent), and improving the quality of products and/or processes (35 percent) are among the most frequently cited significant business goals CIOs expect to accomplish in the year ahead. Large company CIOs (38 percent) are more likely than CIOs in small (28 percent) and mid-size companies (30 percent) to anticipate that lowering their company’s overall operating costs will be among their teams most significant business accomplishments for next year. Nearly one-third of large company IT leaders (31 percent) will support their organizations global expansion, significantly higher than their peers in small (10 percent) and mid-size companies (19 percent). IT leaders in small companies are more likely to cite product/service quality improvements and innovative new market offerings or business practices as key areas of accomplishment for next year (45 percent and 36 percent, respectively).
We think of everything we do in terms of, Does it help us grow or help us generate cash? “
“
Nancy Wolk, CIO, Alcoa
So we talked to our customers
Help me have the right conversations and do the right thing“
“
Cisco AM
And our sales people
And did the math
Average IT Spending as a Percent of
Revenue
4.7%
IT Spending by Company Size
Percentage of Revenue
Source: State of the CIO Survey, CIO magazine, January 2012
6% Small
4% Midsize
3.7% Large
Presenter
Presentation Notes
Q. What percent of your company's total revenue does the IT budget represent? IT budget as a percentage of revenue down slightly On average, the IT budget represents 4.7 percent of annual company revenues, down slightly from the 5.7 percent and 5.2 percent reported in 2010 and 2011. IT leaders in the high tech, telecom & utilities (7.6 percent) and financial sectors (6.1 percent) report the highest IT budget as a percentage of revenue averages while respondents in manufacturing (2.6 percent) and retail, wholesale, distribution (2.0 percent) report the lowest. CIOs in smaller companies realize significantly higher IT budgets as a percentage of revenue (6.0 percent) than their peers in mid-size and large companies (4.0 and 3.7 percent, respectively).
And Decided to Move Our Own Cheese
New Advertising
And Changed Our Web Experience
Aligned to the Cisco brand campaigns
Localized for 10 languages/17 sites
Optimized for mobile
Role based site targeting the CXO
Designed around key, relevant content
Integrated the ‘architectures’ and industries
Provided info on our own Cisco Executives
Provided elements of social networking Voice of the customer
Peers
And Let Customers Drive the Agenda
When: Annual Event Where: Laguna Niguel, Calif. What: Peer collaboration, debates on global business challenges, deep-dive conversations Who: 100 Global CIOs from $5B and above companies or public sector equivalent
And Developed Targeted Integrated Campaigns
Cloudverse Launch Cross Architecture Presence on CDC
Cloud Index
Cloud Landing Page
Cloudverse Awareness Advertising
Cloud Mega Test
K12 Launch
John Chambers Keynote/Customer Executive Panel
Cloud Profile Tool
Cloudverse + Solutions Awareness Advertising
Keynote at Cloud Connect
Social Media, LinkedIn Polls
Cloud Marketing ToolKit Syndication Via: IWE, Brand Exchange, Campaign Builder
Q2 Q3 Q4
Customer IPTV Broadcast: Sprint, CSC, ETS
Customer TL Video: Verizon and Sprint
Worklife Cloud Launch, AKA Your Social Cloud
Cloud Economics Info graphics
3rd Party WP: Economics of Cisco CloudVerse
Nov/Dec/Jan Feb Mar Apr May Jun Jul
Economics of Cloud and Voice of the Customers
Roles-based web experience
Some agendas built by customers
Our customers telling their stories
Equal focus on C-suite
Solving business challenges
Customer in
Summary
Cisco-based web experience
Cisco-built event agendas
Telling our story
Myopic focus on TDM
Selling products
Cisco out
And We Drove Impact
Changing sales behavior: Baylor Healthcare: How not responding to an RFP led to 10x revenue.
Peer testimonials on Cisco.com $18.4 million incremental revenue Average dwell time ~6 min vs 1.44 min 18% engagement rate vs 13%
Presenter
Presentation Notes
What Success Looks Like
Chambers has been chided about his listen-to-customers mantra, but in the cloud offerings that Cisco describes, you do see the wants and needs of customers.
Cisco’s cloud play: three strong examples
10 Most Powerful Cloud Companies
Cisco regains thought leadership
Lasser-Raab admits that the network is the facet of cloud computing that enterprises trust the least.
Cisco has network-oriented theme behind “cloud”
In an interview with CRN, Denali CEO Majdi "Mike" Daher said his company is making big investments in client devices and mobility. Daher added that Cisco (NSDQ:CSCO) is a key component of Denali's mobility push, thanks to its collaboration and video technology and unified communications platforms like Jabber.
Denali: BYOD a huge opportunity
Instead of a grab bag of separate products, the new approach sees mobility, in effect, as a whole that's greater than the sum of its many parts…
“
John Cox, Network World
What I’ve Learned:
Listen to your customers and your sales people
Look beyond the horizon
Move your own cheese
Thank You!
Karyn Scott Cisco Systems, Inc.
Director, Enterprise Segment Marketing [email protected]
408 853-5432
