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Cisco Quick Hit Briefing Cisco Demand Generation Ideas and Execution. To join the audio portion, enter a call-back number in the Audio Conference dialog box. Brian Avery. Alternatively, you can call into the meeting by dialing: Toll-Free: (866) 432-9903 Enter Meeting ID : 203 151 050 - PowerPoint PPT Presentation
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Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 1
Cisco Quick Hit BriefingCisco Demand Generation Ideas and Execution Brian Avery
Partner Development Manager – Cisco Systems
November 29, 2012
To join the audio portion, enter a call-back number in the Audio Conference dialog box.
Alternatively, you can call into the meeting by dialing:
1. Toll-Free: (866) 432-9903
2. Enter Meeting ID: 203 151 050
3. Press “1” to join the conference.
Cisco ConfidentialCisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 2
Brian [email protected]
Partner Development ManagerPriors:
President and CEOCisco Premier Partner
Director of SalesCisco Silver Partner
Financial AnalystSprint Corporation
Agenda Introduction Cisco Priorities SMB Buying Behaviors Where are the Customers? Marketing Mentality Partner Marketing Central Guest Speaker:
David Stelzl Q&A
Cisco ConfidentialCisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 3
What Is a Quick Hit Briefing?• A weekly partner briefing series designed
for Cisco Commercial Territory partners
• Concise, relevant updates on:Cisco products and solutionsPartner programs and promotions
Partner Enablement – Demand Generation, Selling Skills, Closing Tools, etc.
• Next Quick Hit Briefing: Cisco "Gear Up" Year-End Sales OpportunityThursday Dec 6th, 9:30 EThttps://cisco.webex.com/ciscosales/j.php?ED=207274367&RG=1&UID=0&RT=MiMxMQ%3D%3D
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
1
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Mobility
Security
Any - Any
Key Drivers of the Future of the NetworkThat Strategically Leverage the Power of the Network
Leadership in the Core… Routing / Switching / Services
Collaboration
Data Center / Virtualization / Cloud
Architectures for Business Transformation
Video
Cisco Priorities
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 5
A Little Education about SMB Buying Behaviors
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 6
SMB Buying Experience
Cisco Confidential 7© 2012 Cisco and/or its affiliates. All rights reserved.
Where Are the Customers?
Cisco ConfidentialCisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 8
Cisco Commercial Sales Breakdown
SMBGeo
Mid-Market
1 – 100 employees
Approx. 2,000,000 accounts
100 – 250 employees
Named Accounts
Approx. 50,000 accounts
250+ employees
Named accounts
Approx. 20,000 accounts
Cisco’s Penetration Ratio: 6 – 15%
Cisco Confidential 9© 2012 Cisco and/or its affiliates. All rights reserved.
Marketing Mentality
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
How You Look for Business Today• Hunting Mentality
• What can I go out and hunt down today?
• Random• Luck• Inconsistent• Tomorrow you start all
over again
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
How You Should Look for Business• Farming Mentality
Pick a “plot of land” – e.g. a fixed prospect list or geographyPlant seeds (make initial contact with the list)Feed and water the seeds EVERY month (make regular, repetitive contacts to the SAME list – calling, direct mail, voicemail)Watch the seeds sprout (start intersecting “purchase windows”)
• Grow a healthy crop of:• Prospects• Leads• Mindshare• Awareness
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Which Type of Partner Do You Want to Be?
Hunting Farming
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
Multi-Touch Demand Generation PlanStart Month 1 Month 2 Month 3
Month 4 Month 5 Month 6
Acquire list of 500 prospects (vertical or local)FREE
Door Knocker Campaign $500
+ Touch Base Calls
EventTrade ShowLunch and LearnRoundtable
+ Touch Base Calls
Direct Mail or Constant Contact Email Follow Up
+ Touch Base Calls
+ Touch Base Calls
EventWebExSeminarIndustry Assoc
+ Touch Base Calls
Direct Mail or Constant Contact Email Follow Up
+ Touch Base Calls
Door Knocker Campaign$500
Touch Base Calls = 100 calls per week, five week rotation, no sales pressure, for follow up and awareness
Results Cost $4,000
Touches 4,000
Avg Return $225,000
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Multi-Touch Components• High Quality Prospect List
Jigsaw – www.jigsaw.comOccupational Licenses, New Business StartsMoving Lists, Networking Groups
• Plan monthly activities
• Task sales staff with activities
• Hire an inside sales resource!Full-time, part-timeCommunity college intern, high school student!
• Focus ALL ACTIVITIES on the SAME list
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 15
Marketing UpdatePartner Marketing Central
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 16
http://www.ciscopartnermarketing.com
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 17
Includes self-service (Campaign Builder) and full-service (MSO) Campaign activities (when available)
New Event module offers “Click to Attend” event registration and ties into campaign offerings
Theater-managed customizable message boxes
Collaborative environment; encourages information sharing
Social Media Integration
Partner Home Page Features
Theater-customizable banner image – can be changed 3 months after launch
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 18
Campaign Center
Left Hand Navigation:Familiar left-hand navigation bar with quick links to browse, return home or create an event
Campaign Finder:- Easy to use campaign wizard to search for campaigns using variety of variables- If you know what you want, you can type in the campaign in the Search text box
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 19
Events Center: Create an Event
Event Template:Partners can create either Live Events or Virtual Events
Copy an Existing Event:-Partners can use one of their existing events as a template to quickly create a new event, saving valuable time
Cisco Confidential© 2012 Cisco and/or its affiliates. All rights reserved. 20
End User Event Registration
Event Landing Page includes:- Event Details & Location- Target Technologies &
Audience- Event Overview- Partner Information
Event Registration sends the user a confirmation email
Partners can track event registration as well as receive guidance on how to improve user registration to hit desired targets
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Partner Marketing Central Resources• Site URL: www.cisco.com/go/partnermarketing
• Helpful Interactive Flash DemosGetting Started: http://www.cisco.com/assets/swa/flash/partners/us_pmc/getting_started/index.html Campaign Center: http://www.cisco.com/assets/swa/flash/partners/us_pmc/campaigns/index.html Events Center: http://www.cisco.com/assets/swa/flash/partners/us_pmc/events/index.html
• Quick Reference Guide: http://www.cisco.com/web/partners/downloads/765/other/Cisco_US_PMC_Quick_Reference_Interactive_PDF_Guide.pdf
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
Additional Cisco Premier Partner Resources
Partner Plus
• Enablement and Training• Virtual Engineering
Support• Marketing, Demand Gen• Financial Rewards and
Incentives
Premier Power Play
$190M in Lead Value
4,700 Leads Delivered
39% Revenue Growth in Power Play Partners
mConcierge
Virtual Marketing Dept• Develop Marketing Plan• Build Awareness• Drive Product Preference• Demand Gen• Review Metrics
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
Execute a Demand Generation EventTradeshow
Seminar
Telepresence Event
WebEx Webinar
Lunch and Learn
Chamber Event
© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
Guest Speaker: David Stelzl, Visionary Learning Concepts
Thank you.