practical steps to building a cisco big data …...fraud detection, customer acquisition data...
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Practical Steps to Building a Big Data & Analytics Business Capturing Double Digit Growth!
#Unlockbigdata
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Our Speakers
Pat Romzek Vice President
Global Collaboration Sales
John Hernandez
Vice President and
General Manager
Collaboration Technology
Group
Denny Trevett
Vice President
Worldwide Partner
Sales
Catherine Taylor
Manager
Big Data & Analytics ISV GTM
Pamela Erdman
Big Data & Analytics GTM
Worldwide Partner Organization
Paul Davies
Sales Business Development
Manager
EBG Data Center EMEAR
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Growing at CAGR
Average
traditional UCS deals
Big Data spending
investments
Big Data Professional Services
market opportunity ~ by
2017* 2011 2012 2013 2014 2015 2016 2017
Infrastructure Software Services
Source: IDC – UCS TAM *Source: Wikibon
Big Data Revenue ($US Billions)
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The 5 Key Big Data Use Cases
Big Data Exploration Operations Analysis Enhanced 360 View
of the Customer Security/Intelligence
Extension Data Warehouse
Augmentation
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Cisco Data Center Big Data & Analytics ISVs
Data Management
Data Integration
Analytics / Business Intelligence
Crosses all Partners and Verticals
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Data Center - Big Data Sales Plays
Data Management: Build the Foundation • Proactive sales play involving Cisco, our partners
and Hadoop ISV sales teams for a lower cost & scalable storage platform to capture and analyze new & traditional sources of data
Data Warehouse Optimization: Save Millions
• Offload data and move ETL processing from
expensive EDW to low cost Hadoop leveraging
Cisco Data Virtualization for easy access
Analytics: Turn Data into Business Outcomes
• Proactive sales play involving Cisco and strategic analytics ISV’s to gain insight from your data for competitive business advantage
New
New
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Test Initial Use Case Expand Initial Use Case Full Production
Example of a Big Data Sale and Deployment
Additional servers
POC rack to test
Use Cases 4 & 5
$250K
Additional Server
POC Rack to test
Use Cases 2 & 3 Additional
servers for full
production of
Use Case 1
Server Rack for
initial use
evaluation
Server Expansion
Rack, Initial
Production
M3-6
M1
M9
M12
M15
$500K
$250K
$1.5M $250K
DC
Sa
les
Se
rvic
es
Op
po
rtu
nity
• Complex Big Data and
Data Analytics
consulting
• Pilot implementation
$250-500K • Complex Big Data and
Data Analytics
consulting
• Production
implementation
$250-500K • Complex Big Data and
Data Analytics
consulting
• Pilot implementation
$250-500K
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Practice Options
Business
Consulting Practice
Implementation Practice
Sales Practice
Increased
Revenue
Impact on
Business
Outcomes
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i.e. Next Best Offer, Predictive Maintenance,
Fraud Detection, Customer Acquisition
Data Management (Structured and unstructured)
Data Integration (Positioning Data for Analytics)
Infrastructure Analytics (Network, CC, Collaboration)
Business Analytics (Vertical use Case)
Business Consulting
UCS + Hadoop Distributors:
Cloudera, MapR, Hortonworks
Data Warehouse
Optimization
Cisco Connected Analytics
Suite
Vertical Use Case, Analytical Model
Development and Implementation
Customer Offerings:
Big Data/Analytics Sales and Implementation Practice Journey
Building a Sales Practice is the Foundational Step
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Approaches to Building a Big Data Practice
Business
Use Cases
Technology
Use Cases
Platform
Decisions
Data
Management
Data
Integration
Business
Analytics
Data Scientist
Data Analyst
Solution Architect
Solution Engineer
Application Developer
Data Base Architect
Informatica Certification
Cisco Data Virtualization
Integrator ATP
Hadoop Specialist
MapR, Cloudera,
Hortonworks Certification
Practice Models Roles Required
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Options to Build Your Practice
Staff augmentation / skills transfer • Engage skilled SI
• Jointly staff engagements w/ skills transfer
• Benefit: Variable cost model aligned with revenue
Hire / acquire • Hire skilled Big Data resources
• Acquire/merge with consultancy skills
• May be required for business analytics practice
• Benefit: Time to revenue can be months vs. year
Employee training • Train existing resources
• Can take up top 9 months for Hadoop skills
• Best used for more technical skills
• Benefit: Leverage existing employee base
Cisco Partner to Partner • Partner with trained SI or ISV
• Work with competent partners now
• Short term solution
• Benefit: Time to market is short term
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Practice Building Approach Examples – Unlimited Choices!
All In!
• Hire/Acquire Consultants/Data Scientists
• Drive initial deals
• Business outcome consultative approach
• Hire/Acquire additional skills sets for delivery
Mentor Model
• Hire practice lead
• Drive initial deals
• Acquire 1 resource with new skill, trains and mentors team
• Use cutting edge SW tools for data science
• Use BD team as overlay to field
P2P “Virtual Bench”
• Hire practice lead
• Focus on Data Mgt and Data Integration
• Train select number of staff but partner for bench
• Partner for high end consulting and data science
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Cisco Big Data/Analytics Practice Development Workshop Accelerate Time to Market, Differentiation and Profitability!
Part 1: Kickoff and Partner Business Objectives
Partner Business Objectives for Big Data
Partner Readiness
Partner Current State
Business Objectives
Alignment to other GTM initiative
Growth Opportunity
Competitive Differentiation
Part 2: Cisco Big Data/Analytics Strategy and Portfolio Review
Market Transitions
Partner Big Data/Analytics Business Model Opportunities
Cisco Big Data/Analytics Solution Overview
Ecosystem Partnership Opportunities and Rules of Engagement
Cisco / Ecosystem Partner Competitive Positioning
Part 3: Building your Practice Development Plan
Discuss Partner Readiness
Sales Methodology and Approach
Develop 30-60-90 day action plan (task/owner/dates)
Enablement
Training
Ecosystem Plan
Customer analysis / segmentation based on use case
Determine joint customer engagement model
Re
ve
nu
e $
$$$
1-2 Day Interactive On-site Engagement
Asse
ss a
nd Q
ualif
y
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Get Started Quickly
For AMs and SEs • Big Data/Hadoop 101
• Data Management & Data Warehouse Optimization Sales Enablement
• Analytics Ready Sales enablement
• Big Data Dojo
LEARN
Evolution of Partnerships • Cisco Sales Team
• Cloudera, Hortonworks, MapR
• System Integrators
PARTNER
Build and Adapt Practice • Dynamic Ecosystem of ISVs and SIs
• Shadow, Mentor, Partner to Build Competencies
• Invest in the Future
EVOLVE
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Q&A