© 2007 cisco systems, inc. all rights reserved.presentation_idcisco confidential 1 ict forum...

© 2007 Cisco Systems, Inc. All rights reserved.Presentation_ID Cisco Confidential 1

ICT forum October 30th

Co-Marketing

Nikos Botinis

Channel Manager

Greece, Cyprus & Malta

© 2007 Cisco Systems, Inc. All rights reserved.

Cisco’s Channel Vision & Mission

Creating capacity for growth by accelerating partner and customer success

© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialCSS 10413479_03_2007_c1 2

Transforming the customer experience with the World’s best partners


Customer requests are changingP

art

ner

Pro

fita

bili

ty

Partner Value-Add

Business Solutions

Integrated Technologies

Individual Products

Technology Specialized

SIPVIP

TA

P (

CT

MP

)

OIP


Customers

Direct VARs, Systems Integrators

Distributors 2-Tier Resellers

Service Provider Channel

>80% of Revenue via Partners

Value Add Resellers

(VARs)

Managed Services / Outsourcing

Providers

DistributorValue Add

Solution providers(MS/Outsourcing)

Channel Routes to Market


Offer-Based Strategy

Supports value-based Go-To-Market

Choices support differentiation and profitability

OutsourcingManagedServices

Resale


Resale Program


Resale


Resale Program: Partner gets Branded

CustomerSatisfaction

Support Infrastructure

Specializations

SIP

VIP

OIP

TAP (CTMP)


MS Program: In Pilot

Market is growing at 32% per annum (Gartner)


Resale


Managed Services Growth: 32% CAGR

Increased complexity of applications and solutions Expectation of universal access to tools and applications IT departments evolving focus to out-tasked model

$36B

2005 2006 2007 2008 2009 2010

$29B

$23B

$18B

$13B$9B

CAGR

Asia/Pacific 46%

Japan 35%

Middle East & Africa 46%

W. Europe 27%

Latin America 50%

Source: Gartner Dataquest (August 2007) / Ovum July 2007

Why?

North America 33%

E. Europe 43%


What is a Managed Service Offer ?

Managed Service offer meets the following criteria:

1. SLA between partner and end customer

2. Remote configuration and troubleshooting

3. Remote monitoring of subject CPE

4. Minimum contract term is one year

5. CPE title with partner, customer or lessor


MS Program: Service Gets Branded

Servicecoveredby SLA

NetworkOperationsCenter

Tiering ofManaged Services


OS Program: In Development

Distinct and separate offer type


Resale


What is an Outsource Offer ?

Outsourcing offer must meets the following criteria:

1. Outsourcer is responsible for the management of specific end customer assets including employees, third party contracts, systems and data

4. Minimum contract term is three years

5. Asset title can be with partner, customer or lessor

2. Specific agreement with end customer for receipt of defined services, pricing, and level of service quality

3. Outsourcer acts as attendant to subject assets and has capital responsibility for maintenance, disposal, refresh, and other changes


OS Program: Transaction Specific

Specializations

OutsourcingAgreement

with Specific

SLA

Infrastructure“Ownership”and Manage-ment


Offer-Based Strategy

Supports value-based Go-To-Market

Choices support differentiation and profitability


Resale


Customers

>80% of Revenue via Partners

Value Add Resellers

(VARs)

Managed Services / Outsourcing Providers

DistributorValue Add

Solution providers(MS/Outsourcing)

Channel Routes to Market


Marketing Funds : DDF

Distributor Development Funds are to be used for distributor marketing activities for resellers.

Demand Generation :

– Direct Marketing

– Print Advertising

– Outdoor Advertising

– Catalogue

– Telemarketing

– Seminars/Workshop

– Shows/Exhibitions.


Marketing Funds : Joint Marketing Funds (JMF)

The Cisco Joint Marketing Fund (JMF) is designed to provide Cisco partners with the tools and resources needed to effectively market their companies and the Cisco product lines they carry.

Key Benefits:

– Get funding and support for pre-approved demand-generation activities

– Generate new business

– Strengthen your competitive advantage in the marketplace

– Increase sales


Plan your campaign

Step 1: Identify business and marketing objectives.

Step 2: Define your unique value proposition.

Step 3: Develop the communications strategy.

Step 4: Execute your campaign activities.

Step 5: Measure the campaign results.


Plan your campaignStep 1: Identify business and marketing objectives.

The first step in developing a sound marketing strategy is to identify your business and marketing objectives and make sure that they are well-aligned.

– The most successful marketing plans include objectives that are:

• Specific: goals are clear and concise

• Measurable: results can be reported

• Realistic: goals can be obtained within the market conditions


Plan your campaignStep 2: Define your unique value proposition.

Understanding your customers and their needs is the foundation of good marketing and messaging.

Is your value proposition targeted, relevant, and compelling?

Have you differentiated yourself from close competitors? Having a proposition that both persuades customers and differentiates your company from its competitors is the best way to deliver your message.


Plan your campaignStep 3: Develop the communications strategy.

Once you have defined your business and marketing objectives and completed your positioning and messaging, the next step is to develop a communications strategy to give your campaign focus and direction.

By further segmenting the customer audience and developing messaging that addresses each segment specifically, your communications strategy will be more comprehensive.


Plan your campaignStep 4: Execute your campaign activities.

Now is the time to begin creating and implementing your marketing activities. First outline which tactics fit best with your communications strategy.

Then determine the dates when your campaign will run.

Next, access Campaign Builder, a tool you can use to easily create co-marketing, cobranded materials.


Plan your campaignStep 5: Measure the campaign results.

After investing valuable resources, it's important to measure the effectiveness of your campaign.

To make result measurement easier, plan the metrics that you will track before executing your campaign.


Customer requests are changingP

art

ner

Pro

fita

bili

ty

Partner Value-Add

Business Solutions

Integrated Technologies

Individual Products

Technology Specialized

SIPVIP

TA

P (

CT

MP

)

OIP


Deliberate Choices can Differentiate You & Maximize Your Profitability

© 2007 cisco systems, inc. all rights reserved.presentation_idcisco confidential 1 ict forum...

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