January 2016

Digitizing Commercial Sales with Analytics

David Baudrez

Head of Insight, Strategy, Innovation, Commercial EMEAR

2© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Start with the Customers

Source : Shaping the future of Sales - McKinsey

3© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Embrace the Customer Decision Journey

Source : Shaping the Future of Sales - McKinsey

4© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

• Simplify, Automate, Transform, Innovate the Sales Processes with Data Transparency Innovation

• Balance Gut feel with Insights to improve decision making at all levels of the organization.Decisiveness

• Insight Driven Culture: Translate Mgt Priorities into individual expectations for streamlined execution.

Effectiveness

• Test strategic options, tackle complex questions in minutes (hours) with Fast Prototyping AnalyticsAdvisory

Our MissionBeyond Reporting… Transform Sales Practices with Analytics

5© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

a) Translate EMEA Strategy

c) Assess Focus, Gaps d) Build Account Listsb) Vizualize Potential

Smart Territory Planning DEMOSub-country level, Verticals, # Employees. Wallet penetration

Purpose: Drive EMEA PoC Strategy consistance in countries, Modelize New FY setup, Facilitate Territory definition and Account Lists selection

6© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Business Management VIDEO DEMOCountry / Territory Business Pulse Weekly

ABC Customers Segment

Customer Landscape / Health

Purpose: Discover execution gaps and opportunities at all level of the Commercial Ops. Drive focus on EMEAR Quarterly Execution Priorities and Health of the business.

Routes to Market Segment

Partner Landscape / Health

Architecture Performance

Architecture Mix / Health

Profitability Health

Growth/Discount/Std Margin Mix

7© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

b) Identify most promising prospects

Effective Campaigns Planning: Heatmap DEMOBased on Prospects/Customers IB patterns, scoring campaigns relevance & impact

a) Assess campaigns reach, potential impact at country,

territory, partner level

Purpose: Identify valuable target audience for marketing campaigns, increase hit rate and sales execution productivity.

c) Extract « Execution Lists »

8© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Country Planning: Market – Sizeband Matrix DEMO # Customers (un)touched by theatre, country, BE along Verticals, # Employees matrix

a) Where are we (not) active% of customers « (un)touched »

Associated wallet /bookings

b) Where are we successfull$, % YoY growth in each segment

Purpose: Create OD/GM/RM awareness on un-touched potential in Commercial space, drive thinking on how to better capture, Initiate discussions on ressources, coverage, focus…

c) Drill down to Account Lists

9© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Strategic Directions: Profitability Analysis DEMO EMEAR / SCMS / Country / PF level

a) Discovery analysis to identify levers / inhibitors

Purpose: Understand the levers/inhibitors for business profitability in EMEAR. Benchmark Theatre / country. Identify Best Practices & initiate GWP.

b) Deep dive analysis,Interactive tool to share withkey stakeholders (Finance;

Workgroup, Execs)

c) Proposal for decisions, improvement plan;

Business Management Metrics

7 habits of highly

profitable countries

10© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

b) Customers loyal to Partner?

Business Knowledge: Territory Insight Tool DEMOAgent-level Customers – Partners – Architecture Facts, Trends, Insight - weekly

a) What demography of my business?

Purpose: Help RM/AM assess the health of the business in their territory.

c) What franchises (BE) to activate?

b) Partners Architecture mix c) Partners loyal to Distris?a) What Partners & Architecture landscape

11© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Data Preparation• Huge volumes of data (Scale)

• Multiple Sources & Systems Silos• No Common Business Logics• Finance vs Business Reality• Speed vs Accuracy vs Security

Our Key Challenges: Tip of the iceberg syndrom

Users Experience• Business Relevance (Personalization)

• Actionability (next click down)

• Low analytics skills, attention span• Reporting vs Discovery• Single User Interface

Agile & Scalable Data IntegrationRequired (as a Service) / Granularity

Nice & Shiny Dashboards

12© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

POint – a Federated Data Model SSOT ETL Orchestration, Automation, Data Virtualization, Normalization

Purpose: Increase consistency of data used by analysts for reporting, metrics and insights.Save 50-80% of analyst’s time finding, integrating, cleansing datasources.Single/easy access to most important Sources – Normalized for easy

consumption.

SSOT

Volatile

SemiGoverned

TIDAL Enterprise Scheduler

Enterprise Class – Data Preparation

CITEIS Private Cloud IaaS

Unified Computing Systems

Data Base (could be anything)

Concerted

Streamlined

Elasticity, Rapidity, Agility, Security, TCOCISCO on CISCO

Back-end

50+ SSOT, 200+ Volatile, 600+ “Objects”

13© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Summary – Sales Digitization Requires

Business Strategy (Federated X-functional

Approach, Customer First, Single Data Model, Data4All)

Renewed Processes

(CI, Planning, SFDC as CRM, Marketing Automation, Lead

Scoring, Sales Motions)

New Capabilities (Eloqua, Social Data, Data Viz

& Virtualization, Predictive Modeling, Machine Learning)

Change Management

(Top-down Inspection, Innovation Crowdsourcing)

Agile & Scalable Data Integration(as a Service) / Granular Data

Thank you.

For Questions Contact David Baudrez