cisco quick hit briefing cisco demand generation ideas and execution

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Cisco Quick Hit BriefingCisco Demand Generation Ideas and Execution Brian Avery

Partner Development Manager – Cisco Systems

November 29, 2012

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Brian Averybravery@cisco.com

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

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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

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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

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A Little Education about SMB Buying Behaviors

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SMB Buying Experience

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Where Are the Customers?

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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%

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Marketing Mentality

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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

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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

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Which Type of Partner Do You Want to Be?

Hunting Farming

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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

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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

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Marketing UpdatePartner Marketing Central

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http://www.ciscopartnermarketing.com

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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

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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

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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

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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

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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

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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

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Execute a Demand Generation EventTradeshow

Seminar

Telepresence Event

WebEx Webinar

Lunch and Learn

Chamber Event

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Guest Speaker: David Stelzl, Visionary Learning Concepts

Thank you.