© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.

Financing Cisco Architectures:Sample Marketing Plan

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Push/Pull MarketingPublic RelationsDirect MarketingWebsitesAdvertisingSocial Media

Targeted and competitive offer to the customer

Marketing Activities and the Customer Journey

SalesSalesTurning

leads into prospects

Turning leads into prospects

Sales Engagements

Generating Leads

Sales Engagements

Generating Leads

AwarenessAwareness

Customer EventsDemonstrationsPersonal Selling

Develop targeted value propositions based on knowledge of the customers’ business issuesTelemarketing

Solution demonstrations

Finance offers

Service options

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Business Goals

Focus on: Data Center Virtualization

1. Profitably increase Pipeline, Sales & Revenue for Cisco Data Center Virtualization Solutions

Target Audience

1. Existing Cisco + VMware customers migrating to vSphere 4.0 with Nexus 1KV

2. Capture prospects early and earn trusted advisor role for virtualization strategy

2. Cisco Catalyst or Nexus customers not engaged in virtualization as yet

3. Cross-sell each opportunity with complementary Cisco technologies to offer complete solutions

3. Prospects considering new Data Center build-outs as a result of capacity or power limitations

Marketing Goals

Focus On: SpecificMeasurableAttainableRelevantTime-Bound

1. Number of respondents, attendees or opportunities for further engagement

Marketing Mix

Includes: Web, PR, Demand Gen efforts, Events, Advertising, etc)

1. PartnerGrid: Direct engage outbound and custom web content including offers

2. Conversion rate from Calls/ WebEx meetings to live, in person and on to proposals

2. Telemarketing: Qualify grid visits and drive attendance to live/WebEx events

3. Number of opportunities which convert to booked revenue

3. Live/WebEx events based on TBOTN white boarding and solution-selling

Example Marketing Plan – DC & Virtualization

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Step Example Marketing Activity – Server Virtualization Campaign Budget Estimate $

1Select key marketing activities to be included in your campaign. If including events, select a date, confirm speaker and venue availability and send “save the date” reminders to key stakeholders

2Engage sales team to confirm list parameters for target prospects and begin sourcing list – internally or externally through a third party, ensuring you have the required data fields for your planned campaign activities

Could be up to $3 per record for opt-in with e-mail addresses

3 Review your campaign plan with key stakeholders, secure the required budget. Define and agree upon key success metrics.

4If considering an event, confirm dates and leverage free event registration site tools and customizable resources (invitations, reminders, etc), available through Partner Marketing Central

5

Leverage PartnerGrid for Server Virtualization Lead Generation1. Review and customize campaign content wherever possible2. Include short and compelling Flip videos as custom content3. Upload prospect lists and define response notification parameters4. Consistently review performance metrics within PartnerGrid5. Include Cisco Capital messaging - insert DCV copy blocks and value props

$1100 Set-up and 90 days subscription$450 for renewal(Estimated Pricing)

6Leverage SolutionTrack for Server Virtualization to find available assets and resources related to technical and sales training. Also watch and learn to conduct white boarding sessions with scripts and guides

7Leverage Telemarketing for Server Virtualization1. Review campaign plan, assets and list with TM vendor2. Customize and send outbound PartnerGrid e-mail communications3. Conduct telemarketing to secure meetings and/or drive registrations

Price varies by turnkey program and vendor selection

8Leverage BoxPilot Guided Voicemail for Server Virtualization1. Send follow-up voicemail to non-responders2. Record and send 48-hour reminder for registered attendees

Price varies by volume

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Step Example Marketing Activity – Server Virtualization Campaign Budget Estimate $

9Confirm Event Registrations and Attendees1. Confirm pertinent event details with registered attendees and staff2. Prepare registration sheet, name badges, print surveys, etc

Price varies by venue and event details

10Conduct Hosted Events1. Deliver white boarding sessions2. Record and send 48-hour reminder for registered attendees

Price varies by venue and event details

11Follow-up 1. Send thank you notes to attendees2. Call to schedule follow on meetings 3. Selectively consider individual sessions for “no shows”

12

Track & Report on Success Metrics1. Analyze results and prepare report on success metrics2. Identify root causes for any variances – Shortfalls or Exceeded Goals3. Share information with Cisco and Cisco Capital to improve future

campaigns

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Campaign Asset

Change Your Voice Campaign (US)

Business Objectives:Drive awareness and accelerate sales for Small Business Voice solutions. Cisco Capital offers a whole new way to sell Cisco solutions. You can overcome customer budget objections by showing how your customers can spread their cost over time versus as larger upfront capital expense.

Partner Marketing (PMC): https://www.ciscopartnermarketing.com SEARCH: “financing” or “Cisco Capital”

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Marketing activity template