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Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.
CNM Overview
Robin Falcone, PMP, CSE
CNM Program ManagerAugust 13, 2013
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
SALES MARKETING
High Marketing Use
Accounts with 50+ Engagements
129 Accounts (20%)20% Comprises 56% of all
Engagements
Strong Correlation between Account Performance and
Marketing Engagement
Increase Marketing Utilization!
Top Performing Accounts
Accounts with $6M+ Bookings ($2.04B)
129 Accounts (20%)20% Comprises 67% of all Bookings
Mid Level Performing Accounts
Accounts with $1M - $6M Bookings ($957M)
369 Accounts (57%)57% Comprises 31% of all Bookings
Low Performing Accounts
Accounts with < $1M Bookings ($71M)
145 Accounts (24%)24% Comprises 2% of all Bookings
60% Top Performing Accounts have high marketing
usage
15% mid level
Performing Accounts have High marketing
usage
5% Low Performing Accounts have High marketing
usage
Historical
Data
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Customer Nurture Marketing Process
Increased Customer Marketing Engagements
Contacts mapped to eventsUploaded into Nurture Portalfor AM Review and Approval
Micro-targeting:Event / Location to Title to Contact
Monthly Invitation Prolifiq Triggered Email to Each Contact
Containing Multiple Events Contacts Engaged Summary ReportDelivered To AM on Monthly Basis
Engaged Contacts uploaded Into MODS and Retargeted
Increased Sales Opportunities
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Cycle & Teamwork: August Send(events beginning Aug 20 – Oct 20)
Process Date PEMs DA Cal Arch Ind CIO AFM Sales ATC Beld. Prol.
SFDC update deadline July 15 l l
Calendar ENTRY deadline July 18 l l l l l l
PEMs submit any AM changes to John and Linda July 18 l l l
Event pull/review mtg w/arch's & event owners July 19 l l l l l l l l
Event confirmation meeting (internal) July 22 l l
Event & Contact Data to Olivia for mapping July 22 l
Calendar QA begins July 23 l l l l l
Upload mapped data to the portal July 25 l l
AM review (1st wk of each FM) July 29 l l
Calendar UPDATE deadline Aug 05 l l l l l
Portal file check/cleanse Aug 05 l l
Portal, calendar & sidebar data posted for Prolifiq Aug 06 l l
Prolifiq formatting, file prep Aug 07 l
Deployment begins Aug 13 l l l
Prolifiq metrics to CNM team Aug 20 l l l
PEM metrics review meeting Aug 22 l l
MAP is updated Aug 23 l l l
Engagement metrics in MAP Sept 19 l l l l
MEU delivery Sept 16 l l l l
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Portal Structure
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
Targeted Messaging
Engaging IT ContactsEngaging Non IT Contacts
Paula BurtonWindy City AM
James CalabreseDir. of Data Center
ExelonChicago, IL
Keith MalletGA-TN AM
Ronald KleinChief of Store Ops
Macy’sCincinnati, OH
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
UTC Time 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Central Area 18 13 17 11 7 3 8 3 3 7 4 35 64 81 59 531835 631 288 162 89 86 35 26
East Area 16 17 19 14 15 5 8 7 5 11 19 23 59 55 45 251476 560 246 114 86 55 35 11
South Area 24 14 13 19 19 7 3 8 6 5 7 22 49 55 46 391297 520 252 161 115 62 45 27
West Area 25 9 10 8 10 11 2 3 2 1 3 3 6 18 23 261062 338 143 74 79 49 36 32
Grand Total 83 53 59 52 51 26 21 21 16 24 33 83 178 209 173 1435670 2049 929 511 369 252 151 96
Commercial Enterprise0
10
20
30
40
50
60
Clicks by Location for Contacts > 7 Events
1 23 45 67 89 1011 1213 Sidebar
Ongoing Testing Subject Lines
Time of Day
Template/Layout
Number of Events
Job_Level Subject_LineADMINISTRATOR Cisco Training EventsDIRECTOR Your Cisco EventsEXECUTIVE MANAGEMENT Your Cisco EventsHEAD Your EventsINDIVIDUAL CONTRIBUTOR Cisco Training EventsLEAD Cisco Training EventsMANAGER Your EventsOWNER Cisco Training EventsPRESIDENT Cisco EventsSUPERVISOR Your EventsVICE PRESIDENT Your Cisco Events
Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 8
“This program is really great. I am starting to see great response from my customers.”
- Kirtis Butler, Ent West
“Thanks Sharon! I have half of my team attending the May UCS event and the others attending the June event.”- Kimberley Bruce, App Support Mgr
“Dan, This is value add for us. Thanks for updating us.” - John McKinney, 2nd Vice President
“Is it possible to add my entire group to your mailing lists?” - Karon Schaumann, Director IT
“Mike, thanks for sending this. It is definitely worth the time and I will share it with my team as well.”- Brian Wohlford, Telecomm Lead
From the Field
“This is far less complicated, and far more powerful than I realized. This is perfect for all of my accounts!” - Jon Tettambel, Metro Select
"I love this program because even if someone doesn't open the email, they're still seeing me in their inbox so it helps to keep me in front of them. I like the format of the email” - Anthony Lobosco, upstate NY Select
Account Managers Customers
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Evolution
Forming
Fall 2011• Concept
• Infrastructure
• Budget
• Resources
• Staff
Storming Norming Performing
2013• AM forums
• Integration
• Comms
• Testing
• Cont. Imp.
March 2012• Pilot launch
• Long tail only
• Comms
• Practices
Fall 2012• XT Launch
• Lessons learned
• Lev. Metrics
• Standardization
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
What’s Next?
Demand
Gen
SFDC Integra
tion
Infrastructure
Program
Integration
LATAM
Canada
Partner Org
(Just Chatter)
Questions?