© 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

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•  Do we see the opportunity?

•  Cisco and Marketing – What do we do?

•  What can we do together?

The Opportunity

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Borderless Networks

Datacenter/Virtualization

Cloud Services

Collaboration/Video

Borderless Networks

Marketing @ Cisco

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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

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  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

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•  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

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• 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

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Avant Garde Entry Point

Other Certified Entry Point

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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

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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

.

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  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

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1

Message & Content

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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

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2

Make sure there is enough customer data in order to successfully run a campaign.

Customer Data

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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

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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

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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

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We Can.

Speaker Name Speaker Title

Date

Thank you.