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1© 2010 Cisco Systems, Inc. All rights reserved.

Cisco Confidential

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April 15, 2010

TANDBERG SALES PLAYBOOKFOR TANDBERG SALES


Cisco Confidential


© 2010 Cisco Systems, Inc. All rights reserved.

Cisco Confidential

WelcomeDear all,

We are now at the start of an exciting journey for us as a company. The combination of two world class sales teams -

like Cisco and TANDBERG - will transform and disrupt the collaboration market.

The integration team has worked hard to develop a comprehensive integration plan, and all of the sales-related elements

of this plan are included in this playbook.

Our work has centered on a set of key principles that should also be kept in mind as we start to engage with the broader

Cisco organization:

Do no harm to our existing business. We have strong sales momentum, with a winning sales operation in place We

need to make sure we maintain the momentum – not allowing ourselves to get distracted.

Leverage Cisco’s global scale and Go-to-Market model. We have developed a plan that will motivate the broader Cisco

organization to embrace our combined opportunity – we need to make sure we proactively seek opportunities to

capitalize on this excitement.

Capture quick wins. Let us go out and focus on tangible short term customer and partner wins where we can show the

market that this is a winning combination.

A lot of hard work has been put into the integration planning – now it is time to execute! All of us play an important part

in making this happen, and we are counting on you!

Please spend some time to review the content of this playbook, as it will provide you very valuable input to make this

integration successful.

Good Selling!

Geir

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3© 2010 Cisco Systems, Inc. All rights reserved.

Cisco Confidential

Back to Table of Contents

A comprehensive source of Sales information

Introduction

Organization

Compensation

Marketing & Products

Channels

Services

Sales Process

Tools & Resources

Customers & Partners

―What's in the playbook and how do I use it?‖

―‖How do Cisco and TANDBERG work together?‖

―How does compensation change when we enter Cisco‖

―How is portfolio positioned, How will the portfolio change?‖

―What happens to our partners and what do I tell them?‖

―How will services be managed, how does Cisco handle services?‖

―What process & pricing changes do I need to be aware of?‖

―What tools and resources are there to help me?‖

―How do I answer common customer and partner questions?‖


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Products and Roadmaps

What to sell when

Introduction

Organization

Compensation

Market Overview

Channels

Services

Sales Processes

Tools & Resources

Customer &

Partners FAQ

How to use this Playbook

What to Expect in the First 60 days

Key Planning Milestones

Cisco Fiscal Calendar

Cisco Overview

Organization

Engagement

Getting Started

Cross compensation for

TANDBERG Salespeople

Cross compensation for Cisco

Salespeople

Collaboration

TelePresence/Video

Targeted Quick Wins

Competitors

Channel Partners

Strategic Partners &

Alliances

Forecasting

Quoting and Ordering

Deal Process and

Approval

Revenue Recognition

Sales Acceleration Center TV

GPS and CAC

Demos and Briefings

Marketing

Training

Key Contacts

Cisco Capital

Key Cisco Acronyms

General QuestionsServices Organization

Service Offerings

Integrating Services

Products & Roadmaps

Table of Contents Note: To activate hyperlinks, view in

presentation mode (shift F5)


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Introduction

Guiding Principles

The Sales playbook is a first line resource to all TANDBERG sales professionals: product sales, channel sales, service sales.

To document, in a usable way, the key areas where the field will be using new or interim processes, rules of engagement, or tools which are unique to this acquisition.

Topics

How to use this Playbook

What to Expect in the First 60 days


Cisco Overview

Cisco Fiscal Calendar


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Introduction

How to use this playbookHow to use this playbook?

The format is a combination of Q&A, tables and graphical representations.

Hyperlinks are provided from the table of contents to the various sections and you can return to the table of contents from the link at the bottom of each page.

There are a lot of acronyms used at Cisco. We have put a guide to these in the Tools and Resources Section.

Can I share this playbook with non-Cisco employees?

No, this playbook is Cisco confidential; it is an internal document and should not be distributed outside of Cisco or TANDBERG.

How will updates be delivered going forward? How often?

We will be posting information on the Cisco GPS site and on the TANDBERG Cisco Acquisition Connection (CAC ) site on a regular basis.

Please check back often to CAC for the latest information .

What if I need more information about a topic in the playbook?

Please look first at the other information sources in CAC but if you still have a question please contact the Sales Acceleration Center – TelePresence Video (SAC TV)

http://www.cisco.com/web/about/ac49/ac0/cae/tandberg/sales.html




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Introduction

Sales Driven Activities in the next 60 daysEstimated

Dates

Activity What do you need to do?

Day 1 Communications from Carl Wiese to Cisco Sales Read

Day 1 Launch of GPS site with playbooks, marketing

messaging, customer presentation, training, SAC-

TV

Go to the site and review the playbook, take training (for

example how to give the customer presentation. Also

watch the VOD on the key elements of the Playbook.

Day 2 Communications from Carl Wiese and Geir Olsen

to Cisco and TANDBERG

Read

Day 1 & 2 Marthin De Beer, Frederik Halvorsen and Carl

Wiese make top customer calls

You may be called upon to support these calls

Day 1-3 Top 200 account teams meet and discuss plan for

joint customer call

Support these efforts

By Day 5 Top 200 account teams reach out to customers Reach out to account schedule a meeting.

April 29 Carl Wiese All Hands meeting Attend to get this important overview

Day 1 -

May 5

Ice Breaker (Get to know one another) events in

cities WW.

Participate in these local events. Follow up with regular

engagement

From Day 1 Training available on line Please take advantage of training resources

Day 60 Customer/Partner Open House Support these local events


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August 1, 2010—Day 1 FY11

•TVSS on FY11 comp plans and

goals

Target --Feb 2011 -Cisco

Orderability

•All TANDBERG products and

services orderable from Cisco

•All Customers and Partners can

buy from Cisco

•All TANDBERG sales teams

trained on Cisco sales tools: SFDC,

Quote & config tools

Day 1

Day 1-July 31

•Cisco and TANDBERG sales

meet and begin acct planning

•Key customer and partner calls

•Customer and Partner Open

Houses –60 days post close

•Cross Compensation in place

8

Aug 1 2011

– Day 1 FY12

Day 1 until Cisco Orderability

•We are running TWO quote to orderability

processes. Cisco pricelist tied to Cisco

products and Cisco discounts, TANDBERG

pricelist tied to TANDBERG products and

TANDBERG Pricelist and TANDBERG

Discounts

Introduction



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Introduction

Cisco’s FY10 Fiscal Calendar

**FY 11 Fiscal Calendar should be available by late April

You can find a copy of the Fiscal Calendar on CAC and Cisco’s Fiscal Calendar site [Requires CEC login]


http://wwwin.cisco.com/FinAdm/calendars.shtml


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Introduction

Cisco Overview


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Organization and EngagementGuiding Principles

Maintain & accelerate TANDBERG &

Cisco business momentum

Keep the TANDBERG Sales

Organization in-tact as far as possible

Align TANDBERG to the Cisco theatre

structure

Combine the best of both organizations

The TANDBERG Sales Organization

(800 people)

The Cisco Collaboration Sales

Organization (800 people)

The wider Cisco sales organization

(17,000)

Establish a clear engagement model that

meets the needs of customers & partners

Topics

Organization

Engagement

Getting Started


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TANDBERG GTM

team will stay

intact for first

year reporting

to Carl Wiese:

Consolidate into

sales specialist

TVSS organization

Including

Channels, Field

Marketing and

Services

Organization and Engagement

Global Collaboration Sales Team

ALIGNED

NOTE: TVSS = TelePresence Video Sales Specialist


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New TelePresence Video Team

The TVSS

Field

Organization

is mapped to

Cisco‘s

Theaters


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Worldwide Operations Organization


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The Collaboration Sales Organization


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Organization

I am a TANDBERG SE, what is the sales process? What is my role and what is the role of the Cisco rep?

TANDBERG SE’s will continue with their business as usual support to the TANDBERG Account teams that are part of their territory. TANDBERG SE’s can engage a Cisco TelePresence Video Sales specialist by contacting the Sales Acceleration Center –TelePresence Video (SAC TV)

How will the TANDBERG Services organization align with the Cisco Services organization?

All aspects of the TANDBERG Services organization led by Wayne McAllister under Rick Snyder (and Geir Olsen) will report into the Collaboration Sales Architecture team led by Carl Weise. TANDBERG Services management functions will be dotted-line (dual-citizenship) into the Cisco Services teams to foster collaboration and introduce the TANDBERG teams to their new counterparts. See the Services FAQ under the sales playbook on the CAC website.

How will the other field groups align that report into the Collaboration Sales Organization led by Vice President Carl Wiese?

TANDBERG’s sales functional groups, such as Sales Operations, Channels, and Field Marketing, will be solid-line into the Sales organization and dotted-line (dual-citizenship) into their Cisco counterpart teams to foster collaboration and introduce the TANDBERG teams to their new counterparts. See the Sales Operations and Field Marketing FAQs under the sales playbook on the CAC website.

http://sactv.cisco.com/


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The Engagement Model

Execution Principles

The TVSS team must insure tight alignment

with Cisco account teams to maximize

collaboration and to fully leverage client

relationships, global reach and scale.

The TVSS team will play a key role in the

overall end to end Cisco Collaboration

Architecture value proposition.

The TANDBERG sales teams and

supporting sales functions will remain largely

in tact post-close, while leveraging the

concept of ―Dual Citizenship‖ - creating

valuable dotted line reporting relationships to

appropriate Cisco leaders.

Retention of key sales talent is a top priority

for TANDBERG and Cisco’s TelePresence

Video sales teams

Strategy

Increase video sales momentum and continue to grow video market share leadership.

Fully leverage Cisco’s brand, account team and executive alignment, extensive scale and global reach.


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maximize collaboration leverage partner

relationships

expand our global reach and provide deep subject

matter expertise

Together

we can

Develops and drives partner relationships

Responsible for execution of integrated TelePresence and videochannel program

Provide TelePresence and video expertise to specialized partner channels

Own relationship of pure play TelePresence and video partners

Own TelePresence and video target for the partner

Compensated on sales of TelePresence and video through channel partners

Collaborates with Cisco channel account managers and leverages broader Cisco Channel organization

Has full access to Partners as usual – but engages TVCAMs on all TelePresence and video opportunities

Fully compensated on TelePresence and video sales though channel partners

Include the TVCAM into partner strategic planning, weekly meetings etc

TVSS CAM Cisco CAM


The Engagement Model-Channels


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The Engagement Model Who does what when it comes to selling the Cisco TelePresence and TANDBERG products between close

and when all the products are on the Cisco pricelist?

It is critical to understand that the Cisco and TANDBERG teams should be identifying opportunities for the

products of both companies and working together to sell them. That said we will be on separate ERP systems for

several months and thus the quoting to ordering processes will remain separate.

Sales Stage TANDBERG

Solutions

Cisco TP Solutions

Opportunity Identification Cisco and TANDBERG Cisco and TANDBERG

Forecasting TANDBERG &Cisco

starting FY 11

Cisco &TANDBERG

starting FY 11

Quoting TANDBERG Cisco

Deal Desk TANDBERG Cisco

Ordering TANDBERG Cisco

Channel Parter TANDBERG Certified

Partner

Cisco TP Certified

Partner


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How will a TANDBERG AM pass a lead to or engage in account planning with their Cisco counterpart?

TANDBERG AMs should reach out directly to their Cisco counterpart and share the lead information.

Both parties will be fully compensated on all TANDBERG and all Cisco TelePresence business so there is every incentive to share lead information.

In case the TANDBERG AM does not know who is the relevant counterpart, then they should pass along any potential opportunity to the Sales Acceleration Center – TelePresence Video (SAC TV) . A sales resource will be assigned to work with you once the opportunity has been qualified and prioritized. In addition, you can find your Cisco counterpart listed on SAC-TV.

Can the Cisco CA Field Sales teams sell TANDBERG advanced services (AS)?

TANDBERG service sales will continue to sell TANDBERG advanced services Day 1. CA sales teams who have a TANDBERG advanced service (or product) sale prospect can register their leads via the Sales Acceleration Center – TelePresence Video (SAC TV) to get resource engaged in the opportunity.





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Getting Started


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Compensation

Guiding principles

Create immediate incentives for both teams

Establish cross comp to ensure neutrality

Encourage both Cisco & TANDBERG teams to quickly come together to sell the full and combined portfolio

Retain the talent from both organizations

Topics

TANDBERG Comp on TANDBERG Business

TANDBERG Comp on Cisco Business

Cisco Comp on TANDBERG Business


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Will my current TANDBERG Compensation plan and

goal change between now and the end of Calendar

2010?

Most existing TANDBERG compensation plans remain in place until the last day of Cisco FY10 (Jul 31, 2010).

Any exceptions will be communicated to impacted employee groups.

In general, most TANDBERG sales teams will not be subject to regoaling as a result of the acquisition; however, there will be a windfall provision which may result in goal/crediting adjustments.

Kickers, if applicable, will be paid and measured on a pro-rata basis of percentage achieved against target adjusted to Jul 31 or as otherwise communicated.

The normal commissions payment schedule will continue with the exception that kicker payments will be paid in November.

Certain global and national partners generate TANDBERG and Cisco TP run-rate business. As a result, CAMsconnected to these partners may receive re-goaling.

Compensation

TANDBERG Comp on TANDBERG Sales

When I get a new compensation plan with Cisco what

will it look like?

New compensation plans will be communicated by Aug 1

(Cisco FY11) and will be run in-line with the Cisco Fiscal

year (August – July)


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Will I receive credit on Cisco TelePresence/Video

products & services in FY10?

Cross compensation will be in place from the day after

the acquisition closes until the last day of Cisco FY10

(Jul 31)

Cross-compensation will be introduced in order to ensure neutrality for the sales-force in selling Cisco/TANDBERG products

All sales comp plan participants in TANDBERG will be eligible for cross compensation during a transition period from the day after the acquisition closes until the last day of Cisco FY10 (Jul 31).

In general TANDBERG sales personnel will be paid based on a calculated margin on invoiced revenues on all Cisco TelePresence and Video MCU products and services (excluding DMS). Credit will not be given for backlog & transactions pre-close (service renewals among them).

A ―windfall‖ provision be in place to ensure fairness.

Compensation

TANDBERG Compensation on Cisco Sales

What roles in TANDBERG sales are eligible for sales

compensation on Cisco?

All sales comp plan participants in TANDBERG will be

eligible for cross compensation during a transition

period from the day after the acquisition closes until

the last day of Cisco FY10 (Jul 31).

Will I be compensated on all eligible Cisco

TelePresence/Video deals in my assigned territory

or only deals in which I participate?

TANDBERG sales teams (Product and Services) will

be compensated on all eligible business in their

assigned territories regardless of whether or not they

participated in the deal subject to the windfall

provision. Terms and Conditions of the TANDBERG

Systems Incentive Compensation Plan shall remain in

full force and effect, including but not limited to the

right of TANDBERG to change or amend the terms of

the Plan at any time.


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Will I receive a goal adjustment to incorporate Cisco?

In general, most TANDBERG sales teams will not be

subject to regoaling as a result of the acquisition; however,

there will be a windfall provision which may result in

goal/crediting adjustments. Incentives will be reviewed and

modified under the following windfall provision criteria:

Pipeline: Review of Cisco and TANDBERG pipeline on

Day 1 of close to identify opportunities in the current

Cisco and TANDBERG pipeline at cut off.

Materiality: A deal greater than $250k and/or more

than 20% of the aggregate results achieved over the

cross-comp period will trigger a review by the cross-

comp committee.

Unusual Exceptions: Deals during the cross

compensation timeframe that are unusual or

extraordinary for some other reason will trigger a review

by the cross compensation committee

Compensation

TANDBERG Compensation on Cisco Sales

Windfall review conducted by a cross-comp

committee (Senior management, Theatre Lead,

Finance, Sales Ops)

Windfall adjustments can include caps (e.g. over

200% of target), partial credits, kicker-adjustments.

As stated in the TANDBERG Terms & Conditions,

TANDBERG reserves the right to modify aspects of

sales compensation including revenue credit, Sales

Goal/Quota Retirement, and/or incentive

compensation in connection with very large or

significant transactions in the course of a plan year,

and other transactions, which require unusual or

significant management involvement, were not

anticipated, arise through limited Plan Participant

involvement or effort, or are unusual or extraordinary

for some other reason(s). Cisco revenue will be part

of the normal goaling process in FY11.


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What form of commission credit and compensation will

I get as a TANDBERG sales employee on Cisco sales?

Cisco invoiced revenues will be manually credited for

commission and compensation and will retire product and

service goal accordingly. This commissions credit will

appear as a manual credit on your normal monthly gross

salary letter. There will be a time lag between the time the

invoiced revenue is credited at Cisco and the time it is

credited at TANDBERG. This credit will retire goal (as

appropriate depending on each individual’s comp plan).

Standard TANDBERG credit reversal (de-book) policies

apply to any situation where invoice to revenue is not

realized (nonpayment, cancellation, etc.).

Does the FY10 Cisco sales credit approach align with

TANDBERG‘s sales crediting?

As we work through the transition period, TANDBERG

and Cisco sales reps will remain on their respective

existing sales compensation plans. Due to differences in

the plans, TANDBERG reps and Cisco reps may be paid

differently during this period. The crediting report from

Cisco for manually crediting will be received monthly.

Please expect that there will be a delay in the timing of

credit and commissions payment due to the nature of the

manual process.

Compensation

TANDBERG Compensation on Cisco Sales Is TANDBERG Sales Eligible for Cisco FY10

Chairman‘s Club?

No, given that the transaction will close in late Q3 of

Cisco’s fiscal 2010 the TANDBERG sales team will not

be eligible for FY10. However, TANDBERG will be

eligible for the FY11 Chairman’s club, in accordance with

that year’s plan.

Will we keep a margin compensation model after

close? How will that work with Cisco products?

Transfer prices for Cisco TelePresence will be

established to enable margin compensation where

appropriate.


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Compensation

Cisco Comp on TANDBERG BusinessWhich TANDBERG offerings will Cisco be paid on?

Which will they not be paid on?

In general Cisco expects to pay on all TANDBERG

offerings on the basis of TANDBERG’s invoicing policy.

Service renewals and any order booked prior to the

acquisition (i.e., backlog) will be excluded.

Will Cisco sales receive a goal adjustment to

incorporate TANDBERG?

In general Cisco sales teams will not be subject to

regoaling as a result of the TANDBERG acquisition;

however, some crediting adjustments may apply where

the incremental increase in sales opportunity is

warranted (subject to windfall clause).

Do TANDBERG sales count toward Cisco Sales

recognition?

The TANDBERG business will retire quota, however it

won’t be included for sales recognition for FY10

including Chairman’s Club.

Will Cisco sales be compensated for TANDBERG

multi-year service contracts?

Yes, multi-year contracts will be passed through as a

single year.

Will Cisco sales receive credit on TANDBERG

products & services in FY10?

Yes, the Cisco sales team will be manually credited on

sales of TANDBERG beginning the day after the

acquisition transaction closes. Credit will only be

given for transactions that occur beginning the day

after the acquisition transaction closes, excluding

backlog & transactions pre-close. Service renewals will

be excluded. These will be Acquisition bookings to

Cisco sales.

What roles in Cisco sales are eligible for sales

compensation on TANDBERG?

In general, all Cisco sales direct Account Teams,

Global Accounts, Collaboration Specialists, Video

Specialists, as well as, those sales teams paid on

territory results including Cisco Channels, Inside

Sales, and Services Sales, will be compensated on

TANDBERG business. Sales employees not listed

above are not eligible for sales compensation for

TANDBERG unless expressly notified separately. This

revenue credit retires goal for compensation purposes.


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Market Overview

Guiding Principles

The telepresence/video collaboration market is the fastest growing part of collaboration, for three reasons:

Video provides tangible benefits to organizations

User comfort level with video has increased

The technology has matured so it is easy to use and provides an excellent experience.

With the TANDBERG acquisition, we offer customers greater choice and a richer solution set, as well as broader channels of distribution.

Topics

Collaboration

TelePresence/Video

Targeted Quick Wins

Competitors


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Market Overview

Collaboration

Cisco Collaboration Market Overview

Cisco TelePresence is part of the Collaboration portfolio. To position Cisco TelePresence you need to understand the context of the Collaboration strategy and architecture.

Business today increasingly requires interactions among companies, including partners and suppliers. The people you work with may be spread across time zones, sometimes even globally, and you may never meet many of them face to face.

A well-defined collaboration architecture connects multiple decision makers in multiple locations across multiple networks to improve and accelerate interactions among people, allowing teams to form more quickly and find the information that is relevant to them faster.

Learn more about Cisco‘s Collaboration Architecture

http://www.cisco.com/en/US/solutions/ns340/ns858/collab_framework.html


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What is Cisco Collaboration? Cisco Collaboration solutions accelerate team

performance, find the right people and information quickly and securely, protect investments, and create rich collaborative experiences. From award-winning IP communications to mobility, customer care, telepresence, messaging, conferencing, and enterprise social software, Cisco creates rich collaboration experiences based on open, interoperable network-based solutions.

How does Cisco TelePresence fit in Cisco Collaboration? Cisco TelePresence is a critical component of the Cisco

Collaboration strategy and portfolio. Cisco TelePresence makes collaboration easy, enabling organizations of all sizes to do more with less, gain competitive advantage, transform their business, and be greener.

How does TANDBERG fit into Cisco Collaboration? Video in all forms is at the heart of Cisco Collaboration,

accelerating next-generation productivity and innovation. Now that TANDBERG is a part of the Cisco TelePresence portfolio, the TANDBERG product line will extend Cisco Collaboration video offerings, enabling workers to realize greater productivity anywhere and anytime from immersive rooms to mobile PCs.

Market Overview

Collaboration

What collaboration experiences come from Cisco TelePresence? Cisco TelePresence today integrates across much of the

Cisco Collaboration portfolio to yield a set of compelling user experiences including:

With IP Communications, Cisco TelePresence

creates in person virtual meetings and is core to

enabling all other experiences. IPC is core to

enabling all other Cisco TelePresence experiences.

Cisco TelePresence WebEx Engage delivers the

Cisco TelePresence experience to Cisco WebEx

meetings, while Active Collaboration Room provides

virtual team collaboration capabilities for

workgroups.

Combining Customer Care with Cisco TelePresence

yields Cisco TelePresence Expert on Demand for in-

person customer care or Lobby Ambassador for

remote lobby staffing.

With Enterprise Social Software, Cisco

TelePresence delivers the HD Recording Studio

experience with flexible video playback, and

Classroom of the Future.


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Market Overview

New Collaboration Experiences With Cisco TelePresence


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Market Overview

TelePresence/Video

What is the market opportunity for Cisco TelePresence?

In 2009, the total worldwide market for TelePresence and

video conferencing equipment was around $2 billion

dollars (IDC, 2010). Geography breakdown 2009 : US

54%, EUR 42%, ROW 4% (ABI Research, 2010)

By 2014 the market opportunity will be $4.8 billion dollars

(IDC, 2010). Geography breakdown 2014 : US 36%, CAN

4%, EUR 36%, APAC 16%, ROW 8% (ABI Research,

2010)

There are many opportunities for Cisco to drive additional

growth by combining TANDBERG’s strengths in

infrastructure and endpoint products with Cisco

TelePresence, video and Unified Communications

initiatives – for example, by increasing interoperability and

intercompany capabilities across the portfolios. Ultimately,

Cisco believes that video will increasingly become

integrated into a set of integrated collaboration products

that also include web and audio conferencing, e-mail, and

instant messaging.

How is the market opportunity for video and Cisco

TelePresence changing?

Cisco believes that adoption of video in the enterprise has

reached an inflection point and will grow significantly in the

coming years as declining costs, network effects, and

additional technologies transform the market.

What about infrastructure pull through?

Video fills networks and as user demand and video

applications grow so will the demand for bigger networks.

What is Cisco‘s business model, with a focus on Go-To-

Market (GTM)?

Cisco operates a direct sales force with a full-service (―total

solution‖) services organization. Cisco sales and

services work through Advanced Technology Partners

(ATPs) for implementations of TelePresence solutions. ATP's

offer TelePresence as a Service so that customers can

obtain the technology in different ways. Cisco partners

include video conferencing specialists, audio/visual

integrators, system integrators and service providers.


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Market Overview

TelePresence/Video What is our joint Cisco-TANDBERG business plan, with a focus on GTM?

Our plan is focused on leveraging Cisco’s routes-to-market and TANDBERG’s video specialty to grow worldwide

sales. We will do this in two waves:

First Wave

Expand TelePresence video sales specialist org to include 800+ TANDBERG field org within Collab Sales

Align to, leverage Cisco’s WW sales organization, scale and operational excellence

TANDBERG products orderable only on TANDBERG’s price list with TANDBERG discounts

Maintain TANDBERG’s existing video channel and Cisco video channel, articulate plan for integrated approach

Capture quick wins via ―Going on Offense‖ Program

Position integrated TTG portfolio as telepresence, part of Cisco collaboration portfolio

Rigorous cross-training

Honor existing support agreements while integrated services offering is architected and articulated

Second Wave

TANDBERG products orderable through Cisco

Optimize coverage model

Integrate TANDBERG’s partner program into Cisco’s partner program as a specialization

Integrated services portfolio

The TANDBERG GTM model will fold into the current Cisco model – the existing TANDBERG sales force will roll into the

existing Collaboration sales force under Carl Weise. The TANDBERG sales force will evolve into the new TelePresence

Video Sales Specialist (TVSS) led by Geir Olsen. Cisco will begin to articulate plans and strategy for a joint channel

program. For intercompany capabilities, Cisco will continuing its focus on enabling SPs to offer services, and augment

those services with ―do it yourself‖ and hybrid (on premise plus cloud) offerings.


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Market Overview

Cisco TelePresence The Combined Endpoint Portfolio


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Market Overview

Target Quick Wins

Target Quick Wins:

A significant incremental opportunity in FY11

Market Focus Strategy Scope of Incremental

Opportunity in FY11

Service Providers Leverage Cisco’s SP strength

with combined portfolio

Large

Geographic Expansion Increase TANDBERG’s footprint

in areas where Cisco has greater

scale and reach (Cisco A

countries)

Significant

Sector Expansion Expand in public sector Large

Leverage Cisco Commercial

GTM coverage for TANDBERG

solutions

Significant

Leverage Cisco trusted

relationships in Global Enterprise

accounts

Significant


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Market Overview

Competitors Who are the key competitors in this Market?

TelePresence and UC Video endpoint and network

products compete with offerings from a number of

videoconferencing and collaboration companies such as

Polycom, LifeSize (now part of Logitech), Sony, Huawei,

ZTE, Kedacom, D-Link, Teliris, Telanetix, Radvision,

Avaya and Hewlett- Packard among others. Given

analyst projections regarding future growth in enterprise

video generally, it is a space that will remain attractive

for these companies and other potential competitors.

Cisco believes the TANDBERG acquisition will benefit

the sector and grow the overall market through

improved interoperability with other vendors’ products.

How does Cisco differentiate from its competitors in this

market?

With the addition of TANDBERG video endpoints and

Infrastructure products to the portfolio of Cisco TelePresence

products, Cisco now has the only truly end-to-end video

solution offering in the market. The new combined portfolio

now offers business quality, high definition video all the way

from immersive dedicated Cisco TelePresence rooms to the

general purpose meeting room to the desktop, making video

accessible and ubiquitous throughout the organization.

The market-proven TANDBERG networking products

including the Codian MCUs and the award-winning

TANDBERG Video Communications Server (VCS) will

continue to help make our customers’ video deployments

scalable to tens of thousands of endpoints, and manageable

through the industry standard TANDBERG Management

Suite (TMS), all the while providing the lowest Total Cost of

Ownership (TCO) to the end user. The TANDBERG products

complement Cisco TelePresence infrastructure, management

and interoperability products.

How do I get more info on competitive situations?

Prior to getting Cisco Intranet access please use the SAC-TV

After you have access to Cisco’s intranet you can link to the

TelePresence BU competitor site (REQUIRES CEC LOGIN)

http://wwwin.cisco.com/telepresence/selling_resources/competitive.shtml




Cisco Confidential



Cisco Confidential


Products and RoadmapsGuiding PrinciplesLeadership in a combined Cisco and TANDBERG portfolio will realize potential in several areas:

A combined set of the right set of products and solutions to create the kinds of experiences and environments appropriate to the wide variety of business needs that our customer have.

A comprehensive set of services for worldwide deployment and scalability

The ability to deliver a variety of compelling options and solutions for interoperability across the products, across vendors, across the industry

We will continue to focus on next generation roadmaps encompassing industry-wide interoperability, intercompany, end to end management.

Topics

Product Interoperability

What to sell when


Cisco Confidential



Product InteroperabilityWhere do I find detailed information on Cisco‘s TelePresence and UC Video products?

The Cisco TelePresence portfolio includes system endpoints, management software, multipoint switching, collaboration tools, intercompany connectivity, and lifecycle services-all tightly integrated to a suite of other business video and collaboration technologies to deliver compelling end-user application. See a full list of Cisco TelePresence products and solutions.

How are the Cisco and TANDBERG product lines being integrated?

TANDBERG products are now part of the Cisco TelePresence portfolio and architecture:

TANDBERG endpoints, including components, are now part of the Cisco TelePresence endpoints business.

TANDBERG multipoint, interoperability, management, and media services such as recording are now part of the Cisco TelePresence infrastructure business.

TANDBERG intercompany capabilities are now part of the Cisco TelePresence as a Service business

How will TANDBERG and Cisco equipment work together?

TANDBERG and Cisco products will interwork immediately with a full infrastructure-enabled interoperability medium term focused on the Codian platform.

http://cisco.com/en/US/products/ps7060/index.html

http://cisco.com/en/US/products/ps7060/index.html


Cisco Confidential


What is the interoperability roadmap for the combined Cisco TelePresence products?

The combination of standards-based Cisco and TANDBERG interoperability technology is market-leading. All Cisco TelePresence endpoints, whether single-screen units for individual use or large meeting room environments, are interoperable with all standards-based video conferencing at SD and HD resolutions. Cisco offers compelling solutions for interoperability today across vendors and technologies in four areas:

1.For standard videoconferencing, we now offer Cisco Unified Video Conferencing and TANDBERG standards-compliant endpoints and infrastructure, including multipoint control units (MCUs) and TelePresence servers.

2.For telepresence interoperability, the standards-based telepresence Interoperability Protocol enables native telepresence interoperability. Cisco is implementing TIP on the CTS portfolio, while at the same time handing TIP over to the IMTC to be evolved as an industry standard. Cisco will support telepresence standards as they are adopted.

3.The Cisco TelePresence architecture already provides interoperability and integration with a host of collaboration applications such as Cisco WebEx, digital media and solutions other companies.

4.Cisco TelePresence also interoperates across company and network boundaries with intercompany Cisco TelePresence technologies and services, available through partners.




Cisco Confidential


The Cisco/TANDBERG product and solution integration will follow a tiered phase over the next 3 years:

BRIDGED: Products and solutions interoperate and work together today and in the future.

INTEGRATED: Products and solutions work as a unified system.

NEXT GEN: Takes the experience and capabilities of the integrated Cisco TelePresence products and solutions to the next level.

The integration of TANDBERG products into the Cisco TelePresence family brings ubiquitous usability features such as ―One Button to Push‖ and Continuous Presence, and network scalability features such as network-based multipoint switching. Thus, organizations will be able to roll out Cisco TelePresence products globally to users everywhere for many different applications and high usage.



What is the roadmap for Immersive Telepresence?

All products will remain in the integrated portfolio and customers will have the choice of an immersive solution. Future development will focus on infrastructure and offer a complement current end-point portfolio.

What is the roadmap for call control and management?

Clustered CUCM and VCS will together to enable complete call and session control for collaboration solutions. TMS and CTS-Manager interworking under development. In mixed environments use TMS for TANDBERG and CTS-Manager for CTS.

What are our solutions for business to business communication?

Flexible deployment models are offered on-premise, hybrid and hosted.


Cisco Confidential





Cisco Confidential


How are the Cisco and TANDBERG products being combined into an architecture?

All existing TANDBERG products are being integrated into one combined Cisco TelePresence product portfolio.



Immersive TelePresence: The combined Cisco

Immersive TelePresence series is industry leading and

offers customers a choice of the CTS 3000 series and T3

Series. The Cisco Immersive TelePresence Series offers

absolute quality, reliability, ease-of-use, and meeting

flexibility for today’s executive – with a choice from classic

to contemporary meeting rooms and suites. Shortly after

completion of the acquisition, Cisco will deliver high-

definition, immersive, multi-screen interoperability

between these systems and other multi-screen systems.

Multipurpose Room Systems: TANDBERG's leading

Profile Series will continue to deliver a broad range of

options for customer choice in the meeting room, and the

Cisco TelePresence System 1300 will complement the

offering with a virtual in-person experience in a

multipurpose conference room.

Personal Systems: The strong portfolio of TANDBERG

personal systems will remain, as will the Cisco

TelePresence System 1100 and Cisco TelePresence

System 500. The unified set of products will meet the needs

of individuals in the office, at home, and on the go.

Platform Portfolio: TANDBERG's C-series, MXP codecs,

set-top systems, and PC video and high-definition cameras

will serve as the foundation for extensive integration

options. These offerings will continue to be available to

integrators and their customers who choose to purchase

customized systems that interoperate with current and

future Cisco, TANDBERG, and third-party systems.

Infrastructure: Both companies' entire line of infrastructure

products will continue to be available to integrators and

customers. This includes, for example, the industry-leading

Codian Multipoint Control Units (MCUs). The joint

infrastructure portfolio will form the basis of the Cisco

TelePresence architecture, will provide improved

interoperability with competitive solutions, and will enable

intercompany services and integration with Cisco's and

other companies' digital media and collaboration solutions.


Cisco Confidential



What to sell whenNow that I have CTS and TANDBERG end-points, what shall I sell when?

You will be able to offer more choice for the customer and strengthen your ability to compete on every dimension with the

competition. You will sometimes benefit from using your knowledge of the customer, existing technology investments and

competitive landscape to lead with one set of endpoints. With CTS and T3/T1 it is like iPhone and Blackberry: They are

both excellent communication tools and share a lot of common features and serve similar business needs. To some

extent, the customer will choose based on subjective preference (like interface and design). However, there are also some

areas one endpoint will be stronger than the other and vice versa. Diagram below gives some suggested guidance, but

you will need to tailor to each customer. Please leverage your Business Solution team to help you on larger opportunities.

Customer type General guidance

Existing CTS customer Continue CTS

Be aware short-term limitations in interop with non-CTS personal and multi-

purpose systems

CUVC is short-term solution, Codian is medium-term and future platform

Existing T3 customer •Continue T3/T1, expand beyond immersive with personal and multi-purpose

Customer with significant video investment

(TANDBERG or other vendor)

•Position full immersive portfolio and focus on choice – might lead with one

solution, e.g.

•A. Customer is Successful Adopter and want to extend investment: Lead with T3

•B. Customer is Unsuccessful Adopter, want different approach: Lead with CTS

Greenfield customer •Position full immersive portfolio and offer choice


Cisco Confidential



What to sell whenWhen is it appropriate to position CUPC and when it is appropriate to position Movi?

If a customer’s communication strategy is based on

voice and CUCM, then CUPC is going to be a natural fit.

This provides an audio led, softphone experience. For

customers who are looking to extend a standards-based

video environment including the need to enable mobile

workers to participate in Telepresence meetings, Movi is

the natural fit, providing high-quality video from the PC.

An additional consideration when determining CUPC vs.

Movi is multi-party collaboration. The new version of

Movi, available in Q3 2010 will be able to initiate ad-hoc

multi-party calls with the TANDBERG infrastructure and

provide a meeting room like content sharing experience.

CUPC leverages the CUVC MCU, and is integrated with

the Meeting Place sharing experience.

Cisco Unified Personal Communicator (CUPC) is a full UC client in the same spirit as an Office Communicator Client Solution or an IBM Sametime client solution. It supports Presence, IM, voice and video. It is tightly integrated into the Cisco Unified Communications Manager (CUCM) experience, providing a ―voice‖ first approach to UC similar to Microsoft and IBM. Movi is a high-quality video client for use on the PC, and coupled with the TANDBERG Precision HD USB camera, it provides a high-quality mobile endpoint for extension of Cisco TelePresence.


Cisco Confidential


Channels

As part of the TANDBERG acquisition, Cisco is excited by the potential to

acquire a new base of partners, with unique skills and competences, which

are world class in the industry.

Our goal is to ensure that all categories of partners are offered the potential

to develop new business opportunities and relationships that lead to

increased business for all.

Guiding Principles

No changes Day 1 – programs remain intact

Selective and disciplined partner coverage model

Protect partner profitability

Encourage and protect investments

Reward value, not volume

Maintain Go To Market model

Fulfillment through partners

Retain CAM support

Topics

Organization

Channel Partners

Strategic Partners & Alliances


Cisco Confidential


Channels

Worldwide Channels OrganizationHow is Cisco‘s channel‘s team organized?

The Worldwide channel organization is lead

by Keith Goodwin, with theaters &

headquarters reporting into him.

At the theatre level there is geography based

CAM coverage as well as Channel SBDMs

who drive a specific technology like

Collaboration and TelePresence.


Cisco Confidential


What happens immediately happens to Partners when

the acquisition closes?

Initially it will be business as usual. Immediately following

close of acquisition, we will continue to operate with two

separate channel programs; the TANDBERG enVision

channel partner program and the Cisco TelePresence ATP

program.

Pricing/ discount levels/ incentives/ benefits will continue

to be separate. Cisco pricing/ discounts/ incentives/

benefits will apply for Cisco business and TANDBERG

pricing/ discounts/ incentives/ benefits for TANDBERG

business

Over the next several months Cisco and TANDBERG will

create and launch the TelePresence and Video Channel

partner program which will be available to all partners.

What will happen with TANDBERG partners?

Cisco recognizes and appreciates the value of all

TANDBERG partners – AV Specialists, VC Specialists,

System Integrators and Service Providers—and the

programs and people who support them. In the transition

period, TANDBERG partners will continue to do business

with TANDBERG under the enVision partner program.

Over time we will migrate the TANDBERG partners into

Cisco’s integrated TelePresence and Video partner

program.

Partners

Channel PartnersWill there be a specialized distribution program as part

of the integrated TelePresence and Video Partner

Program?

Cisco has a worldwide distribution partner program that

include specialty distributors for technologies requiring

additional and unique distribution support. We are working

on distributor programs specifically targeting the joint

TANDBERG/Cisco business. Details of the programs will

be finalized in the months after the acquisition closes and

communicated to our partners as soon as more

information becomes available.

What will happen to TANDBERG‘s existing partner

program?

TANDBERG has invested significantly in its Channel

Partner Program and has built a successful, thriving, global

partner community. Initially nothing will happen to the

TANDBERG partner program. We have started to work on

an integrated channel partner program that will leverage

the "best of both― channel programs and continue to

reward partners investing in our technology. Additional

insight into the integrated Channel Partner Program and

the advantages to partners will be communicated after

close.


Cisco Confidential


Partners

Channel Partners

Why are the TANDBERG partners so important to Cisco?

Like TANDBERG, Cisco brings its solutions to market through its channel partners. Through TANDBERG’s well developed channel program, an extensive partner network has been developed. This partner base is a key asset to be retained and cultivated through the integration.

Cisco recognizes the value TANDBERG channel partners possess in geographical coverage, custom solution selling, industry and niche market penetration, specialized technology integration, longstanding customer relationships, industry recognition and reputation.

The market and press have clearly articulated the value of the TANDBERG partners as well:

―TANDBERG has very strong sales partners in videoconferencing that Cisco will benefit from.‖–Wainhouse Research

‖Because legacy Cisco partners and TANDBERG partners are coming to the channel with different specialties, they are unlikely to be in direct competition. I think the partners can actually complement each other.‖ – Janet Waxman, IDC

―The merger of the two companies will likely create an unstoppable force…This acquisition validates that video communications is well on its way to becoming a key enterprise communications application all the way from desktop to telepresence.‖– Frost & Sullivan

―[TANDBERG] is not only the market leader in videoconferencing gear, but it’s by far the hottest player in the market—not only with the mid-tier conference room systems that are the bulk of the industry, but also for high-end telepresence systems." -- BusinessWeek


Cisco Confidential


My TANDBERG Partner is interested learning more

about Cisco technology?

TANDBERG partners are encouraged to visit Cisco

partner webpage's to learn more about the solutions

offered.

My TANDBERG Partner is interested in selling Cisco

technology? How do I support them?

TANDBERG partners may partner with a Cisco partner to

deliver comprehensive solutions to joint customers. A

TANDBERG partner may register as a Cisco partner and

by signing the Cisco Indirect Channel Partner Agreement,

the TANDBERG partner will gain access to non-restricted

Cisco products.

Partners

Channel PartnersMy TANDBERG partner is interested in selling Cisco

CTS. How do I support them?

In order to be able to sell Cisco CTS the partner needs to

be Cisco TP ATP certified.

The TANDBERG CAM is encouraged to contact the Sales

Acceleration Center – TelePresence Video (SAC TV) to

get in touch with the right people within Cisco to agree on

an approach



Cisco Confidential


How does the acquisition of TANDBERG impact Cisco's

strategic partners and alliances?

The acquisition of TANDBERG is positive for our strategic

partners who will have the opportunity to access Cisco’s

complete end-to-end TelePresence offering.

How does this affect the partnership with Radvision?

Cisco works with Radvision through several different

business units, in addition to TelePresence. Those

relationships are determined by the individual business

units on a case-by-case basis. Cisco will continue to use

the best technologies for our solutions to enhance the

customer experience.

Partners

Strategic Partners & Alliances

How does this affect TANDBERG‘s partnership with

Microsoft as a technology partner?

Cisco has a proven commitment to interoperability – to

ensure our customers’ investments in technology yield the

highest ROI for them.

Cisco’s acquisition of TANDBERG, which is also

committed to interoperability, is consistent with this

commitment.

Microsoft already partners with both Cisco and

TANDBERG.

TANDBERG’s broad product line, intercompany and multi-

vendor interoperability, and targeted sales and channel

capability, will dovetail well with Cisco’s existing portfolio

and TelePresence roadmap.

The TANDBERG acquisition will enable Cisco to expand

its collaboration portfolio and to offer more solutions to

more customers, accelerating adoption of collaboration

architectures.


Cisco Confidential



Cisco Confidential


Services

Guiding Principles

Combined, Cisco and TANDBERG will provide a full suite of lifecycle services leveraging the skills and intellectual property of two world class services organizations.

Topics

Services Organization

Service Offerings

Integrating TANDBERG Services


Cisco Confidential


Services

Services OrganizationHow will the TANDBERG Services organization

align with the Cisco Services organization?

All aspects of the TANDBERG Services

organization led by Wayne McAllister under Rick

Snyder (and Geir Olsen) will report into the

Collaboration Sales Architecture team led by Carl

Weise. TANDBERG Services management

functions will be dotted-line (dual-citizenship) into

the Cisco Services teams to foster collaboration and

introduce the TANDBERG teams to their new

counterparts. See the Services FAQ under the

sales playbook on the CAC website.


Cisco Confidential


Services

Services OrganizationHow is Cisco‘s

services team

organized?

The global Cisco

Services organization

is a roughly $7B in

revenue business led

by Wim Elfrink. The

Services organization

has over 9,000

employees across

120 countries and

has 60,000 partners.

As part of this

organization Cisco

has a Services Sales

Organization.

There are 3 direct

sales leads: George

O’Meara (US,

Canada);

Bob Singleton (APAC,

Japan and Emerging

Markets); and Nick

Earle (GET, Europe).


Cisco Confidential


First WaveClose + 6 to 9 months

Cisco Services sold with Cisco products

TANDBERG Services sold with TANDBERG products

New Cisco interoperability consulting service for customers with both

Second WaveFull orderability

Portfolios combined into a unified suite of Service offerings covering all TelePresence Video products

Goal: Maintain and grow TANDBERG and Cisco momentum in

services; Create a seamless transition for customers

TANDBERG

Services

TANDBERG

Product

Cisco

Product

Cisco

Services

Cisco

Product

Unified Cisco/TANDBERG

Services Portfolio

Cisco and TANDBERG

Products

Interoperability Service

(Order through Cisco)

Services

Services Integration Similar Portfolios Today

http://www.tandberg.com/services/video-conferencing-product-support.jsp


Cisco Confidential



Cisco Confidential


What services are offered by Cisco in the TelePresence/UC Video Space?

The Cisco® TelePresence Planning, Design, and Implementation Service helps

organizations accelerate the business benefits of the Cisco TelePresence

Solution and get the most from their technology investment.

The Cisco TelePresence Planning, Design, and Implementation Service delivers

a comprehensive service offering to help enterprises prepare, plan, and design

their networks for the successful implementation of the Cisco TelePresence

solution. The service is available from Cisco in conjunction with a select group

of Cisco Advanced Technology Provider (ATP) partners with deep experience in

networking and Cisco Unified Communications and special training in virtual

presence technology.

Cisco TelePresence Planning, Design, and Implementation Service consists of:

Cisco TelePresence Prequalification

Cisco TelePresence Project Management

Cisco TelePresence Requirements Validation

Cisco TelePresence Site Survey

Cisco TelePresence Path Qualification

Cisco TelePresence Detailed Design Development

Cisco TelePresence Implementation Plan

Cisco TelePresence System Acceptance Testing

Cisco TelePresence End-User Training

Services

Service Offerings


Cisco Confidential



Cisco Confidential


What services are offered by Cisco in the TelePresence and UC Video Space? (continued)

Cisco offers additional services to ensure the TelePresence solution is optimized to meet the unique needs of each

customer. These Optimization Support services include:

Services

Service Offerings

TelePresence System Change Support - A Cisco

TelePresence Engineer with intimate knowledge of

your architecture and business requirements will

provide consultative support in the event of a P1 or

P2 TAC case to speed time to resolve any system

issues

Knowledge Transfer and Mentoring – Cisco

engineers who understand your Cisco TelePresence

System will custom tailor the format and topics of

discussion to meet your unique staff training needs.

TelePresence System Stability Audit – Audit Cisco

TelePresence System infrastructure design, device

health and application configuration and Network Path

Assessment to ensure network requirements are met

Proactive Software Recommendation - Develop

and Maintain a Comprehensive Software Strategy for

Your TelePresence System. Includes Software

Recommendation for endpoint Codecs, and all the

core components (CTMS, CUCM, etc), as well as

PSIRT analysis.

Remote Upgrade Support - Provides a Cisco

TelePresence Upgrade Management Plan that

includes Step-by-Step written upgrade procedures

customized to specific Customer requirements and a

documented acceptance test plan based on the type

of updates, upgrades, and/or modifications.


Cisco Confidential



Cisco Confidential


Services

Service Offerings

What is the Cisco warranty on TelePresence and

UC Video Products?

Cisco’s Warranty on TelePresence products and

related furniture is 90 days.

How will the Cisco and TANDBERG service

portfolio change?

In the near term, there are no changes to the

TANDBERG or Cisco portfolios. As we physically

integrate the two Services organizations, we will roll

out unified lifecycle services offerings across our

combined product portfolio that have common

deliverables, pricing foundations and orderability

criteria.

TANDBERG partners and customers will benefit from

improved service levels globally as TANDBERG

starts to leverage Cisco’s significantly larger global

parts network and technical resources.


Cisco Confidential



Cisco Confidential


What post sales TelePresence Support Services does Cisco offer?

Services

Service Offerings

Cisco TelePresence Remote Management Services (RMS)

Cisco TelePresence Remote Management Services (RMS) offer an

immediate and flexible answer for the ongoing management of the

customer TelePresence solution. They allow customers to retain

control and visibility while out-tasking ongoing management to a

team of Cisco experts. These experts function as an extension of

the customer’s IT team to deliver high availability and reliability.

Two options are available for Cisco TelePresence Remote

Management Services:

Cisco TelePresence Select Operate Service with Remote

Assistance delivers proactive remote monitoring and management

of Cisco TelePresence endpoints and their underlying network and

unified communications (Call Manager) components. Organizations

retain ultimate control and visibility, while Cisco monitors the

availability and performance of Cisco TelePresence around the

clock, identifying issues and collaborating with internal IT teams as

necessary to resolve issues before the user experience is affected.

Cisco TelePresence Expert Access Service with Remote

Assistance (available for CTS 500, 1100 and 1300) is an effective

alternative for organizations that do not require full-scale proactive

management, and addresses business concerns for cutting costs

while balancing varying business and technical requirements.

Cisco‘s TelePresence Essential Operate Service

The Cisco TelePresence Essential Operate

Service helps enterprises realize the cost savings

and productivity gains that the Cisco TelePresence

solution makes possible by providing 24-hour-a-

day, 365-day-a-year access to a comprehensive

support environment that addresses all aspects of

Cisco TelePresence technology—voice and video,

software and hardware—with a single, integrated

service, provided by dedicated Cisco Unified

Communications experts. The service includes

Advance Hardware Replacement with the option of

onsite installation, providing parts delivery and

replacement by the next business day or within

four hours on the same business day.


Cisco Confidential


Who will deliver TANDBERG services?

TANDBERG services models will remain intact at

Day 1 and they will continue to provide services for

their existing customers. When we have finished the

integration, support calls for the entire TelePresence

portfolio will be handled by the combined

TANDBERG / Cisco Service team.

Can the TANDBERG service contracts be renewed,

and if so, for how long?

Yes. TANDBERG customers may continue to renew

their service agreements through TANDBERG’s

ordering systems to ensure continued service

delivery. Cisco will continue to honor the existing

contracts and will enable renewals of TANDBERG’s

existing service agreements. Post close, Cisco will

communicate with TANDBERG customers about

plans to migrate to Cisco support and contracts.

Services

Integrating ServicesWill Cisco continue to support all of TANDBERG‘s

existing products?

Yes. Cisco will assume support responsibility for all

TANDBERG products that are under warranty at the time of

close and those bound by a Core Service support contract.

I‘m a TANDBERG service or sales employee, where do I

send my customers for Cisco support?

Find a list of the global support contact numbers for all Cisco

customers with valid service contracts on Cisco.com.

I am a TANDBERG sales rep and my customer has

expressed interest in advanced services that I think Cisco

can provide. How do I engage a Cisco Advanced Services

team member? What services can they provide?

You can utilize the account look up tool on the Sales

Acceleration Center – TelePresence Video (SAC TV) web

site to identify the name of the Services Account Manager for

that account.

Please see the Joint Deal Process for Advanced Services in

the Deal Process and Approval Section.

http://www.cisco.com/en/US/support/tsd_cisco_worldwide_contacts.html



Cisco Confidential


How will TANDBERG support calls be handled?

In the near term, TANDBERG support calls will continue to

be handled by the existing TANDBERG Global Support

Team (GST) and calls on Cisco equipment will continue to

be handled by the Cisco TAC.

Processes have been set up to provide a warm customer

handoff should one support group need to direct a

customer to the other support group.

As soon as it becomes practical, we will integrate

TANDBERG’s GST with the Cisco TAC organization to

create a unified global TelePresence support group with

the ability to support all products across our combined

portfolios. The TAC integration requires several pre-

requisites, such as database migration, staff cross

training, and phone system unification. Once a target

integration date is fixed, it will be communicated both

internally and to the TANDBERG customer base.

Services

Integrating ServicesWhat would happen if a customer calls in to Cisco for

TANDBERG product support?

If a Cisco or TANDBERG customer calls the Cisco support

number for support on a TANDBERG product, the

customer will be routed to the TANDBERG Technical

Support Center. Sales and other organizations that are in

touch with customers, should encourage TANDBERG

customers to continue to call into TANDBERG support

numbers.

What if a current TANDBERG customer contacts Cisco

to resolve an existing TANDBERG invoice or order

issue?

Cisco rep will contact the SAC-TV and the SAC-TV will

reference its functional service contact names matrix .

They will then forward the Cisco rep to the TANDBERG

customer service contact. The converse is true as well.


Cisco Confidential



Cisco Confidential


Sales Processes

Guiding principles

Create simple and clear processes that make it easy to do business with the integrated organization

Leverage existing processes as far as possible

Introduce control mechanisms as required to ensure that TANDBERG is compliant with Cisco Finance and Accounting principles

Topics

Forecasting


Deal Process and Approvals

Joint Deal Process

Joint Adv Service Deal

Revenue Recognition


Cisco Confidential


I am a TANDBERG Salesperson. Should I change how I

forecast in FY10?

You should continue to forecast in the same process with

the inclusion of the CTS product family and continue to

forecast based on the TANDBERG 2nd quarter calendar -

April to June).

TANDBERG will be providing the Collaboration Sales

leadership with visibility into TANDBERG forecast.

Will the Cisco Sales Team be forecasting TANDBERG in

their SFDC?

No, not at this time.

Sales Processes

ForecastingHow do you check on deals being worked and

current pipeline?

Both Cisco and TANDBERG are using their own

instance Salesforce.com to manage pipeline.

These systems will not be integrated until at least

6-9 months after the integration. TANDBERG will

continue to use their own instance of SFDC for

managing pipeline.

For visibility into the Cisco TVSS pipeline

TANDBERG Sales Managers can refer to the Sales

Acceleration Center – TelePresence Video (SAC

TV) to identify the Cisco AM associated with the

account.



Cisco Confidential


Sales Processes


How will quote to ordering work for TANDBERG Offerings?

Between close of the acquisition and when TANDBERG Products are orderable on the Cisco System (est Q3 FY11) you will continue to use the TANDBERG ordering process, i.e., no change from today.

How will TANDBERG products and services be fulfilled?

No change from today. The order must be booked by TANDBERG; and TANDBERG’s systems and personnel will fulfill and service the contract.

Who would Cisco check with if their customer is looking for a product delivery update on a TANDBERG product or service?

They have been advised to work directly with their TANDBERG sales counterpart to look into the delivery status. You should contact your operational contacts to assist you with their request.

How will quoting and ordering work for Cisco Offerings?

Cisco products can only be quoted, ordered and delivered via the Cisco legal entities and Cisco quote to cash process.

How will Cisco products and services be fulfilled?

The order must be booked by Cisco; and Cisco’s systems and personnel will fulfill and service the contract.

Who would TANDBERG check with if a customer is looking for a product delivery update on a Cisco product or service?

Please work directly with your Cisco sales counterpart to look into the delivery status. He/she will contact his/her operational contacts to assist you with your request.


Cisco Confidential


We are still running TWO sets of business processes until Cisco Orderability

Sales Processes


Sales Stage TANDBERG Solutions Cisco TP Solutions

Opportunity Identification Cisco and TANDBERG Cisco and TANDBERG

Forecasting TANDBERG &Cisco

starting FY 11

Cisco &TANDBERG

starting FY 11

Quoting TANDBERG Cisco

Deal Desk TANDBERG Cisco

Ordering TANDBERG Cisco

Channel Parter TANDBERG Certified

Partner

Cisco TP Certified

Partner


Cisco Confidential


Will there be any changes to the deals approval process?

In general, the Deal Approval Process which you are currently familiar with (using the CAPS tool) will remain the same.

However, for accounting reasons (see revenue recognition chapter), you should pay attention to the following:

Avoid giving special discounts on services (any discount beyond the standard partner discount)! This becomes

even more important when we become part of Cisco

Avoid providing special terms to deal since providing any special terms to the deal has revenue recognition

implications and corresponding sales compensation implications (if done without prior approval). These might require

Cisco approval on top of the current Finance approval we apply. Examples of special terms can be:

Special Acceptance Terms

Non-Standard Shipping terms

Extended Payment terms - BEYOND APPROVED TERMS FOR PARTICULAR PARTNER

Early or Partial Ship requested

Non Standard or Extended Warranty

Special SLA's

Right Of Return (ROR)

Loss/Negative margin on entire contract or on undelivered element

Free elements included in the deal

Bill and Hold Transaction

Try & Buy

Sales Processes


All deals in which Cisco and TANDBERG products are negotiated together

will have to follow the Joint Deal Desk process described in the following pages.

The process is very similar to the one you follow today but you will have to

involve your Cisco counterpart so the deal can be recorded and approved on

Cisco systems. You will also have to highlight in SFDC that this is a Joint Deal

with Cisco and put the Cisco Deal ID (7 digits number) for cross reference:


Cisco Confidential


TANDBERG customer CANNOT

use TANDBERG discounts to buy

Cisco offerings

Customer CAN buy both sets of

products from a common partner

Cisco customer CANNOT use

Cisco discounts to buy

TANDBERG offerings

TANDBERG CAN engage Cisco

Capital to help with a deal

Customer CANNOT use 1 PO to

purchase Cisco and TANDBERG

products

We are still running TWO sets of business processes until Cisco Orderability

Sales Processes



Cisco Confidential


Sales Processes

TANDBERG only Deals

Done ―behind

the scene‖


Cisco Confidential


Joint Deals

Send Deal ID

Sales Processes

Joint Deals


Cisco Confidential


What about RFP requests?

Generally TANDBERG will take the lead on its

requests and Cisco will take the lead on Cisco only

requests. On bids and deals that require end to end

Cisco and TANDBERG products and services please

follow the joint deal approval process.

Can I leverage Cisco Master Terms to speed up the Contracting process?

In order to contract with customers for the sale of

TANDBERG offerings a separate legal contract will

be required as TANDBERG business will continue to

flow through their existing buy-sell contracting entities

and not Cisco buy-sells. However in order to speed

the process up you can potentially leverage your

Customer's Cisco Ts and Cs as a base for the

TANDBERG sales agreement.

Please contact the Sales Acceleration Center –

TelePresence Video (SAC TV) if you think you would

like to pursue this option with your customer.

Will TANDBERG‘s pricing change?

No, The TANDBERG pricelist and TANDBERG discounts will continue to apply to TANDBERG products and services.

What special disclosure documents are needed to share roadmap information from TANDBERG with Cisco Customers?

Account teams should use care with any Cisco

roadmap information and ensure that all appropriate

Cisco NDAs are in place. In addition, any discussion

of roadmaps should be closely coordinated with the

Cisco Business Unit as they pertain to non-released

products.

Sales Processes



Cisco Confidential


Sales Processes

Joint Advanced Service Deals

Identify Opportunity

• AS opportunity identified and qualifiedWho: Cisco Sales Account Team or TANDBERG Sales

Service Scoped and Pricing Approved

• Service scoped and pricing validatedWho: Cisco Video Practice & TANDBERG Professional Services BDMs

• Deal is analyzed and approvedWho: Cisco Finance teams

Negotiate and Order

• Deal presented to customer

• Order booked on separate SOWs/ POs for Cisco and TANDBERG deliverables

Deliver Service

• AS team delivers services per SOW

• Project Manager is assigned as SPOC for customer who coordinates TANDBERG & Cisco delivery

What is the deal process for Joint Advanced Services deals?


Cisco Confidential


Sales Process

Joint Services BDM Deal Engagement Process


Cisco Confidential


Sales Processes

Revenue Recognition (Risk of Revenue Deferral)

See Revenue Recognition FAQ under the sales playbook on the CAC website for details. If in doubt, please consult with

Finance.

1. Special Terms like:

a) Special Acceptance Criteria

b) Most Favoured Nation (MFN) clauses

c) Non-Standard Shipping terms

d) Early or Partial Ship requested

e) Non Standard or Extended Warranty

f) Special SLA's

g) Right Of Return (ROR)

2. Extended Payment terms (beyond approved terms

for the particular partner)

3. Credit risk

4. Excessive discounting for services

5. Loss/Negative margin on entire contract or on undelivered

element

6. Free elements included in the deal

7. Bill and Hold Transaction

8. Try & Buy

9. Future Product Commitments

10.A joint deal, including a joint response to RFP (TANDBERG

and Cisco elements under a single negotiation process)

There are rules around revenue recognition which, depending on specific sales activities or deal terms, can pose risks of

revenue deferrals. This section provides an introduction to what activities / deal terms pose revenue deferral risks.

What is Revenue Recognition and why should I care?

In most cases you can continue following the normal TANDBERG guidelines! However, Cisco operates under different

accounting policies than TANDBERG and hence there are some deal-scenarios which you may need Finance help to

process (but we can still do the deals) . As we join Cisco it is important to comply with these standards as we otherwise

risk having to postpone parts of our revenue to later periods. While this is an accounting issue, the way we structure

deals has a lot of influence on revenue recognition so you should be aware of those and try to

minimize their impact. Please engage with your finance contact if you encounter these special deal terms – unapproved

terms can have sales compensation implications.

What are some of the reasons which might cause a deal to be subject to revenue deferral?


Cisco Confidential


As with current operations, all contracts (with partners or end users) need to be reviewed by Legal before they are signed.

When in doubt about potential revenue recognition implications, please consult with Bob Ricci for Americas

([email protected]), Karen McNichol for EMEA ([email protected]), or Layyem Lee for APAC

([email protected]) BEFORE agreeing on deal terms. Non-standard deal terms that are not PRE-approved could

have compensation deferral implications.

See Revenue Recognition FAQ for details under the sales playbook on the CAC website.

Sales Processes

Revenue Recognition (Risk of Revenue Deferral)

What happens if I need to offer ―special terms & discounts‖ or if a deal requires we do a ―joint deal‖?

If you need to offer special terms & discounts or if you need to create a Joint deal you just need to notify Finance before

agreeing the deal and they will assist you in taking the necessary steps to manage ―revenue recognition‖ issues. This

process will still be fast and easy, but it does require Finance assistance. If possible it is preferable to try to structure

deals so that we avoid these extra steps.

How to structure deals to avoid creating ―joint sales‖ from a revenue recognition perspective:

Separate Negotiations The two deals are negotiated separately by two distinct teams.

Independent Pricing The negotiation of fees/discounts needs to be independent of each other. For example, a

customer should not get a large discount on one deal for the sake of closing the other deal.

Independent Payment Terms The payment terms of the two deals are independent. For example, payment for the other

Cisco product should not be contingent upon TANDBERG delivery or performance.

No Payment Dependencies The fee for one deal is not subject to refund if the other deal is not completed satisfactorily.

No Technological/Functional

Dependencies

TANDBERG offerings and other Cisco products are not dependent upon one another in

terms of design, technology or function.

mailto:[email protected]




Cisco Confidential



Cisco Confidential


Tools and Resources

Guiding principles

Help TANDBERG people integrate into Cisco

Provide a fast and easy way to connect Cisco and TANDBERG teams

Enable the broader Cisco organization to rapidly bring the TANDBERG products to customers

Find all of your field resources in one location

Topics

Sales Acceleration Center – TV

GPS and CAC

Demos and Briefings

Marketing and Branding

Training

Key Contacts

Cisco Capital

Key Cisco Acronyms

General Questions


Cisco Confidential


What is the Sales Acceleration Center – TelePresence Video (SAC-TV)?

Available on Day 1, the Sales Acceleration Center - TelePresence Video (SAC-TV) is a cross functional service center

designed to simplify and accelerate the engagement of the TANDBERG and Cisco Sales Teams. The SAC-TV enables

commerce by providing real time services (phone, WebACD, email, and Video) to help in the selling motions of the field,

scaling knowledge and expertise, leveraging Web 2.0, and supporting the Video Solutions Orderability processes.

Who is the SAC-TV target audience?

SAC-TV is designed to provide a world-class selling experience for the Cisco and TANDBERG field teams (Sales,

Channels, and Sales Engineering)

What are the SAC-TV Service Offerings?

Live Support

Locate Your Cisco/TANDBERG Sales Counterpart

Lead Passing

Sales Issues and Escalations

Information on: Demos, Services, Partners, Product Info,

Competitors and Tools

How can I access the SAC-TV?

By Phone= +1-408-902-4872

By Email = [email protected]

LiveChat!= listed on SAC-TV Website

Tools and Resources

Sales Acceleration Center – TelePresence Video





Cisco Confidential


Where can I find all the latest information

for the field?

If you have Cisco intranet access the use the

In the TANDBERG Sales Portfolio on GPS.

(Requires CEC Login)

If you do not have Cisco Intranet access please

use the Sales Section of CAC .

Both sites have:

Customer Presentations

Messaging and Positioning

Starting customer conversations

At-A-Glance

Sales playbook

Links to/contact info for the SAC-TV

Training materials

Channel and Service Information

FAQs for Functional Groups

MessagingPositioning

Sales Resources

Sales Playbook

SAC TelePresence

Video

ServicesTrainingChannels

GPS

Tools and Resources

Global Platform for Sales (GPS) and Cisco Acquisition Connection (CAC)

MessagingPositioning

Sales Resources

Sales Playbook

SAC TelePresence

Video ServicesTrainingChannels

CAC

Sales Section

http://iwe.cisco.com/iwe/web/collaboration/tandberg




Cisco Confidential


I have a customer who would like visit a Cisco

Executive Briefing Center or Customer Briefing

Center, (EBC or CBC) and would like to get briefed on

TANDBERG products and services and Cisco

products and services. What is the process to get a

resource or executive to help present to my

customer?

Requests for a briefing or speaker on Cisco or

TANDBERG products at a Cisco location can be made

via Worldwide Briefing Program once you are fully

onboarded and have CEC access,

Until then please make the request via the following

alias: [email protected]

Once the request is qualified, you will be contacted by

someone from the team to provide more detailed

information about the customer meeting, objectives and

duration.

Tools and Resources

Demos and Briefings What will happen to TANDBERG EBCs?

Demo capabilities are instrumental to the selling process.

We are currently reviewing the Demo centers worldwide and

will provide a plan to replicate the briefing center capabilities

at Cisco if the local TANDBERG field office will be moving to

an existing Cisco location. As well as supporting the Cisco

EBC/CBC organization on building demonstration

capabilities, the Telepresence Technology Group will operate

a few Telepresence Solution Experience Labs (e.g. Oslo,

London, Reston, San Jose) to show new products, custom

experiences and advanced interoperability (incl. third party

competition). These centers will work as tool for the TVSS

to help close qualified deals where you need capabilities

beyond the Cisco EBC/CBCs.

How do I arrange a demonstration to a customer or

arrange customer testing?

Until TANDBERG products are orderable from Cisco, they

will not be incorporated into Cisco Demo Loan Program. In

this interim period, please use the normal TANDBERG

process, and please work with your Cisco counterpart to

take advantage of their loan programs and processes. To

find your appropriate Cisco contact please access the Sales

Acceleration Center – TelePresence Video (SAC TV)

http://wwwin.cisco.com/WWSales/wwops/wwse/cdp/briefing/

http://wwwin.cisco.com/WWSales/wwops/wwse/cdp/briefing/







Cisco Confidential


Tools and Resources

Marketing and BrandWhat will happen to the TANDBERG® brand?

The TANDBERG brand will be transitioned to the Cisco brand, with completion planned for August 2011. The Cisco brand team is currently developing timelines for implementing the transition. In the short term, the endorsement mark ―TANDBERG is now part of Cisco‖ should be used in conjunction with the TANDBERG brand system to provide context for the relationship between Cisco and TANDBERG for customers and partners.

Will the TANDBERG name go away entirely?

The Cisco brand team, in collaboration with the Cisco TelePresence Technology Group (TTG), and TANDBERG leadership, will assess existing brand equity, naming, portfolio, product, and service alignment and will develop a strategy that meets the needs of the business.

What is changing and when?

Beginning April 2010, you will begin to see the Cisco endorsement mark in conjunction with the TANDBERG logo on TANDBERG marketing and web communications, business cards, and other communications.

How can I get more information about what‘s going on?

As information becomes available, we will provide an update on the Cisco Acquisition Connection site. You need to register the first time that you visit the site. If you do not see an answer to your question, you can send email to [email protected]

Where can I go for collateral, messaging, and customer presentations?

Marketing and product information is available in the TANDBERG Sales Portfolio located on the Cisco Global Platform for Sales site.

What Go-to-Market programs will there be?

Cisco has an existing set of TelePresence and collaboration programs that will evolve to include the TANDBERG products. TANDBERG has a set of GTM programs that may be extended under Cisco.





Cisco Confidential


Tools and Resources

Marketing and Brand - What should you do immediately

Change my voicemail

Beginning at the close of the acquisition employees are asked to change voicemail to include the statement ―TANDBERG, is now part of Cisco‖ Here are some examples:

―Welcome to TANDBERG, now part of Cisco, how may I help you?‖

―Hi you’ve reached [name/title] at TANDBERG, now part of Cisco, please leave a message…‖

Change my email signature

The endorsement phrase ―TANDBERG, now part of Cisco‖ should be added to your existing email signature. For example:

James MescallDirector of Corporate CommunicationsPhone: +1 703 272 2129Fax: +1 703 709 4231 Video: [email protected]: [email protected]

TANDBERG, now part of Cisco1860 Michael Faraday Dr.Reston, VA 20191

Get the latest TANDBERG news by connecting with us on Facebook and following us on Twitter.

Please consider the environment before printing this message

http://www.facebook.com/pages/TANDBERG-Video-Conferencing/7321245862

http://twitter.com/TANDBERG_Video

http://www.tandberg.com/


Cisco Confidential


Tools and Resources

Marketing and BrandWhat presentation template should I use?

If you are a TANDBERG employee, please begin using the TANDBERG branded presentation template with the Cisco endorsement lockup. Register and then download the template from the Cisco Acquisition Connection site.

If you are a Cisco employee, you should use the Cisco brand template.

Will all of our existing marketing collateral be rebranded as Cisco? When and how will this transition happen?

We minimize costs to the business by using natural business cycles whenever possible to update marketing collateral. During the initial phase of the integration with Cisco, we simply add the Cisco endorsement mark to existing TANDBERG communications templates. Continue to use your existing identity system and incorporate the Cisco endorsement mark into any new or revised materials.

During the three months following the close, we will conduct global brand research to gain critical market insights about the TANDBERG brand. Findings from this research will inform the plan and timeline for transitioning fully to the Cisco brand and visual identity. We expect to complete the transition by August 2011.

Can I still use my current templates for collateral?

You should continue to use your existing collateral templates and add the endorsement mark to new and reprinted collateral materials.

Can I still use my current materials for events?

Yes. Continue to use existing TANDBERG collateral for customer engagements and events.

It’s important to communicate your acquisition by Cisco at tradeshows while maintaining your own identity for existing markets. During the initial integration phase, use the endorsement mark on signage and event deliverables to make it clear that the company is now part of Cisco.

Can I still use the TANDBERG library of images in my communications?

Yes, during the initial integration phase. If you have questions, contact [email protected] .

Can I still use the TANDBERG library of videos in my communications?

Yes, continue to use your library of videos during the initial integration phase. If you have questions, contact [email protected] .





Cisco Confidential


Tools and Resources

Marketing and BrandWill materials for all newly-created joint TANDBERG-Cisco product offerings follow a new process for creation and approvals?

Yes, collateral for new joint offerings will follow the Cisco collateral process and brand guidelines. Please review the Brand Collateral Guidelines which you can download from the Cisco Acquisition Connection site.

Where should I go to get brand approval for any external campaigns, Eloqua emails, promotion sheets etc.?

All customer and partner communications will need to be reviewed by the joint Cisco/TANDBERG Solutions Marketing team and Sales to ensure consistent messaging.

You can contact the brand team at [email protected] to get brand approval on external campaigns, Eloqua communications, and promotion sheets.

How to obtain the Cisco endorsement mark?

You can obtain the Cisco endorsement mark and guidance for its use on TANDBERG communications by registering and then downloading from the Cisco Acquisition Connection site.

If you have questions on its use in TANDBERG communications, please e-mail [email protected].

When can I order Cisco business cards?

New business cards with the Cisco endorsement mark are immediately available to TANDBERG executives and sales leadership. For the majority of the Sales Force, please continue to use your existing supply of business cards and order new cards when necessary.







Cisco Confidential


Tools and Resources

Training

Cisco TelePresence Overview:

16 minutes (1 module) Video on Demand – 29 March

2010

Cisco Unified Communications Manager (CUCM):

37 minutes (4 modules) Video on Demand – 29 March

2010

Cisco TelePresence Manager (CTS-Manager):


2010

Cisco TelePresence Multipoint Switch (CTMS):

49 minute (4 modules) Video on Demand – 29 March

2010

Cisco TelePresence Interoperability:

30 minute Video on Demand (in post production)

Cisco TelePresence WebEx Engage


2010

Cisco TelePresence Recording Server (CTRS):


2010

Cisco TelePresence Network Design:

30 minute Video on Demand (waiting production,

available day-1)

Cisco TelePresence Room Design:


2010

What training is available for the TANDBERG sales force? Go to the Training Section on the Cisco Acquisition

Connection for details:




Cisco Confidential


What training is available for the TANDBERG sales force? Go to the Training Section on the Cisco Acquisition

Connection for details:

Cisco TelePresence ‗Grad School‘

Lessons on Cisco TelePresence prospecting, qualifying

leads, understanding lines of business, and sharing

successful use cases. Includes Services, Partners,

Marketing, and Sales presentations

8 hours Virtual Training scheduled in 2 half day sessions

Cisco TelePresence Technical Overview

Meet with TTG Engineers & Product Marketing managers

who will provide technical details of Cisco TelePresence

2 days Classroom Training

Cisco Networking 101

Use the OSI Reference model as the guide to

understanding the Network and the impact of video

2 hour Virtual Classroom Session

Tools and Resources

Training

Business Decision Maker – Customer Presentation

Delivery of the customer presentation with the combined

TANDBERG and Cisco business architecture to highlight

key points that address customer ―care abouts‖

45 minute Video on Demand

Technical Decision Maker – Customer Presentation

Delivery of the customer presentation with the combined

TANDBERG and Cisco technical architecture to highlight

key points that address customer ―care abouts‖

60 minute Video on Demand




Cisco Confidential


Tools and Resources

TrainingQuickStart for Cisco TelePresence (Update Project

Started – June 2010 Release)

Cisco TelePresence; how to position and sell, best

practices, competitive strategies, and services

1 hour e-learning (available day-1)

Sales Specialists, System (Sales) Engineer

QuickStart for Collaboration 2010 Solutions

Collaboration 2010 solutions; how to position and sell,

best practices, competitive strategies, and new services

and pricing models.

1.5 hour e-learning (available May 2010)

Sales Specialists, System (Sales) Engineer

QuickStart for Collaboration Architecture

How to position the Cisco Collaboration Architecture at an

account manager/generalist systems engineer level. This

supports the ACCE vision workshop and includes

differentiators that set Cisco apart from the competition,

how to sell to key stakeholders, and what they need to do

to position/sell the collaboration architecture vision in

response to customer initiatives and business challenges

1 hour e-learning (available early April)

System (Sales) Engineer

Cisco TelePresence Solutions Specialist (642-185 ITS

proctored exam)

Certification specialization focuses on planning, design,

implementation (PDI) and maintenance of Cisco

TelePresence deployments

Valid CCNA certification is required; CVOICE, QoS,

CIPT1, and CIPT2 are highly recommended.

Physical Installation of Cisco TelePresence (2-Day ILT);

Implementing Cisco TelePresence Solutions (5-day ILT)

Video/Voice specialist; Pre/Post Sales Networking or

System Engineer


Cisco Confidential


Tools and Resources

Training - Services

Content for TANDBERG CAC GPS SAC TV

Cisco Services Overview (PPT)

Cisco TelePresence Services Overview (PPT)

Cisco TelePresence Advanced Services (VOD)

Cisco Advanced Services Overview (PPT)

Cisco TelePresence VSAA Network Path Assessment (VOD)

Cisco Advanced Services PDI (VSAA) Overview (PPT)

Cisco Advanced Services for TelePresence (Data Sheet)

Cisco Technical Services for TelePresence (Data Sheet)

Cisco TelePresence Services Overview (Data Sheet)

What Service training is available and where can I find it? CAC and SAC-TV



Cisco Confidential


Where can I get the most up-to-date information on the

Cisco products, sales and marketing tools, and

training?

Cisco Acquisition Connection (CAC) Training Section

Sales Acceleration Center – TelePresence Video (SAC TV)

Sales Rack: Requires CEC Login

TelePresence Technology Group: Requires CEC Login

What training do I need to complete immediately and

what training can wait?

It is best to talk with your manager about training

requirements, but the following guidance is provided:

1. Go to the CAC website and click on the training

folder

2. Select Video on Demand for immediate learning on

topic of choice

3. Identify and click on the registration link for ILT or

virtual training

Tools and Resources

Training

What training is available for the Service Organization?

Links for Services Training can be found on the CAC

web site.

Who can provide additional direction on training?

It is best to talk with your manager about training

requirements or your theater training business

engagement manager, but the following individuals can

also assist you.

TANDBERG –

Patricia Stang [email protected]

Cisco –

Matt O’Donoghue [email protected]


http://wwwin-tools.cisco.com/sales/go/salesrack/products/ps7060

http://wwwin.cisco.com/telepresence/






Cisco Confidential


Who can I contact if I have questions?

We created a list of key contacts within both Cisco and TANDBERG

These contacts are mapped down to the local level to better facilitate

collaboration

See Key Contact Sheet under the sales playbook on the CAC website.

Tools and Resources

Key Contacts


Cisco Confidential


Partner Portal

www.cisco.com/go/growit

US-C Offers and Partner Programs

Training

Contact

Tools and Resources

Cisco CapitalWhat is Cisco Capital?

Cisco Capital is a world-class financial services organization specializing in financing networking and communications

solutions by providing innovative, flexible financial programs to Cisco customers and channel partners worldwide.

Why Financing?

Partner Programs

End User Offers

Quoting Tools

Reference Guide

Best Practices

Three-year, 0% Financing (US only)

Interest Free Financing (Canada

only)

No Payment or Interest for 3 months

4.25% Low-rate Multi-year Services

Rates as low as 0% (A2C)

0% UC and TP Progress Payments

Financial Architecture

Cisco Capital VoDs

Interactive eLearning

Other training (public sector, operations, risk management)

Click to Chat

Cisco Capital contact Mapping

1 866-CISCO-80

http://www.cisco.com/go/growit


Cisco Confidential


Tools and Resources

Key Cisco Sales AcronymsAcronym Cisco Definition Common Business Definition

AM Account Manager Cisco sales role that is responsible for all Cisco product sold to a specific account or territory

AS Advanced Services Professional Services (at Cisco reports into Cisco Services)

ATP

Authorized Technology

Partner

The ATP Program is a global channels program, but recognizes that each theater has unique

market characteristics that impact the timing and implementation of these advanced/emerging

technologies.

BDM

Business Development

Manager

This is a title at Cisco that is used in a variety of ways. There are Sales BDMs in quota bearing

roles in sales. Most other BDMs are not quota bearing

CA Customer Advocacy

This is the former acronym for Customer Service: break-fix and advanced services, it is still

widely used.

CAC

Cisco Acquisition

Connection

An password protected site external to the Cisco intranet to communicate key information to

acquired employees

CBC Cisco Briefing Center

These are locations where Cisco has equipment, demos, speaker rooms to support customer

interactions

CDO

Chief Development

Organization This is the term that is used for the Engineering and Development part of Cisco

CEC

Cisco Employee

Connection This is Cisco’s intranet website.

CMO

Central Marketing

Organization Cisco's Marketing Organization

CSE Cisco Sales Expert Cisco's certification for account managers, looking across Cisco's entire portfolio.

CSE

Consulting System

Engineers Role within the Cisco Systems Engineering Hierarchy

CSM Cisco Security Manager This is a Cisco security product

CTMS

Cisco Telepresence

Multipoint Switch

The Cisco TelePresence Multipoint Switch (CTMS) is an integral part of the TelePresence

solution which efficiently manages multiple conferences, provides an optimal switching

experience and processes all of the video and audio packets optimally from and to the Cisco

TelePresence endpoints.


Cisco Confidential


Tools and Resources

Key Cisco Sales AcronymsAcronym Cisco Definition Common Business Definition

CTRS

Cisco Telepresence

Recording Studio

The Cisco TelePresence Recording Studio makes it possible to record and share videos

using TelePresence.

CTS Cisco Telepresence Systems Cisco Immersive TelePresence Product line

CUCM Cisco Unity Call Manager This is a Cisco Collaboration offering

CVCM

Customer Value Chain

Management

CVCM is part of the Operations, Processes and Systems (OPS) group. Key functions

include Customer Service which manages the ordering process and supply chain.

DMS Digital Media Systems

The Cisco Digital Media Suite is a comprehensive offering of social video, digital signage,

and IPTV systems that helps transform how organizations learn, grow, communicate, and

collaborate

EBC Executive Briefing Center

Cisco has 2 Executive Briefing Centers, in San Jose, California and London, England.

These sites have equipment, demonstrations, meeting rooms

EM Emerging Markets

This is one of Cisco's 9 theatres, the countries in this theatre are based more on their stage

of Network Development than a geographic area.

ERP Enterprise Resource Planning

Cisco’s Software system for managing all business transactions. Cisco uses a system from

Oracle.

FV Fair Value

Fair Value – The value associated to each element in a Multi element deal as calculated by

Corporate Revenue under US GAAP rules. Revenue is allocated to each element in a MEA

based on its fair value and therefore revenue adjustments may be made if discounts given

are outside of the fair value ranges identified by Corporate Revenue.

FY11 Fiscal Year 11 Cisco's fiscal 2011 will begin on August 1, 2010 and end July 31, 2011

GET Global Enterprise Theater

This Theatre’s gowl is to Deliver the next generation experience for clients, partners and

Cisco with a focus on Cisco’s Global 3.0 accounts.

GPL Global Price List This is the central pricelist for Cisco’s products.

GPS Global Platform for Sales

GPS is the one-stop-shop for virtually everything that the global sales force needs to get

their day-to-day job done. It is the next generation workspace for Sales to access news,

selling motions and collaboration activities


Cisco Confidential


Acronym Cisco Definition Common Business Definition

GSO

Global Sales

Operations

Sales operations at Cisco is a WW organization that support the field with: tools, processes,

compensation set ups and sales enablement.

GSX

Global Sales

Experience

Global sales meeting virtual last year branded as GSX – the Cisco Global Sales Experience. This

will be held the last week in August 2010.

GTM Go To Market The routes and approaches to selling products and services

IBSG

Internet Business

Solutions Group

The Cisco Internet Business Solutions Group (IBSG), the global strategic consulting arm of Cisco,

helps CXOs and public sector leaders to transform their organizations—first by designing innovative

business processes, and then by integrating advanced technologies into visionary roadmaps that

address key CXO concerns

ILT Instructional Training Cisco Instructional Training team

KAM Key Account Manager Role within the Cisco Sales Hierarchy

MEA Middle East & Africa Region within Cisco's Emerging Market Theater

MFN Most Favored Nation

This refers to an agreement providing one company with a guarantee of the lowest possible price.

Cisco does not use these types of clauses in its agreements

NDA

Non Disclosure

Agreement

An agreement that is signed agreeing not to disclose what is learned. TANDBERG and Cisco both

have these and have guidelines on when to use them and how and when to sign them if asked.

OLT On-Line Training Cisco On-Line training tool (COLT)

PSRIT

Product Security

Incident Response

Team

The Cisco Product Security Incident Response Team (PSIRT) is a dedicated, global team that

manages the receipt, investigation, and public reporting of security vulnerability information that is

related to Cisco products and networks.

PSS

Product Sales

Specialist

This is a key sales role in Cisco and refers to sales personnel who are focused on one or more

product lines as opposed to a person who sells all products to a specific account.

RFP Request for Proposal

This is a bidding process run by companies and governments to get proposals for projects. Both

Cisco and TANDBERG have RFP teams and they will work together post close as appropriate.

ROR Rate of Return This is a term that refers to the return on investment for a given expenditure.

SAC

Sales Acceleration

Center

The Sales Acceleration Center (SAC) is a cross functional service center designed to simplify and

accelerate the global adoption of our key architectural plays.

Tools and Resources

Key Cisco Sales Acronyms


Cisco Confidential


Acronym Cisco Definition Common Business Definition

SFDC Sales Force.Com Cisco's tool for Lead/Opportunity Management

SLA Service Level Agreement

This is an agreement to meet a certain service level. For example all service calls will be

answered within 24 hours. Usually used in the context of service it is also used at Cisco

referring to agreements between groups for specific agreements.

SME Subject Matter Expert

A person with depth of knowledge and expertise for any functional organization or products or

solution

SOX Sarbanes-Oxley A U.S. law that dictated accounting rules that implement levels of control and transparency

SP Service Provider

This is a very key segment for Cisco. Cisco’s vision for this market is to be the trusted and

preferred business and technology partner for our service provider customers’ transformation to

experience providers. Cisco’s strategy is to deliver innovative, profitable services that combine

strengths in video, mobility and cloud / managed services and achieve scale on our IP NGN

infrastructure.

TAC

Technical Assistance

Center

Cisco Internal and External support Technical Assistance Center—you can get help for your

technical support needs here by calling or by submitting an on line request.

TSN

Technology Solutions

Network

The TSN is a global network of Systems Engineers offering pre-sales technical services to

Cisco's sales organization via Web 2.0 tools and processes. Their goal is to virtually and

collaboratively support account teams by supplementing SE technical sales activities.

TTG

Telepresence Technology

Group

Cisco TelePresence Group for TelePresence Systems (TSBU), and TelePresence Exchange

business unit (TXBU).

TVSS

Telepresence Video Sales

Specialist The new designation for TANDBERG and Cisco Sales Specialist for Video and Telepresence

TXBU

Telepresence Exchange

Business Unit Business unit within Cisco TelePresence group

VC Video Conferencing

From screen-based video communication systems to products that transform and enhance

customer’s existing communication environments.

VOD Video on Demand A prerecorded Video that can be replayed, over the web, at the viewers convenience

VSE Vision,Strategy,Execution

This is Cisco's methodology for articulating their major strategies. Most organizations and major

projects have a "VSE"

Tools and Resources

Key Cisco Sales Acronyms


Cisco Confidential


Where do I go for HR, Benefits, Stock, IT, questions?

Cisco Acquisition Connection (CAC )

What Cisco office can I go to? How do I get in?

As soon as your are on-boarded to Cisco and receive your badge you will be able to access any Cisco office. If you want access

prior to that time you will need to have a host and be issued a guest badge at that site.

Should I plan to work at a Cisco office or if I work from home may I continue?

Certainly there would be some benefit to coming into a Cisco office to get to know the other personnel and you would also have

people around you who could answer questions and acquaint you with Cisco. That said Cisco has a wide variety of work options

from in office to remote. Those options will be reviewed with you and your local management teams.

What do I do if I get a call from the Press about the Acquisition or the Integration?

Our teams have worked very hard on the messaging for this acquisition and we want to be sure that that messaging is delivered in a

clear and consistent way, Therefore, if you should receive a call from the press you should not answer it. You should provide the

caller with the name our Cisco press lead Kristin Carvel or the TANDBERG press lead Jeannie McPherson.

Where can I find a list of the countries that fall within the Cisco theatres?

See a list of the countries within Cisco Theatres under the sales playbook on the CAC website.

Tools and Resources

General Questions



Cisco Confidential



Cisco Confidential


Customers and Partners

Guiding Principles

Cisco and TANDBERG share a common culture when it comes to the importance of our customers and partners.

We want to provide a Customer experience that offers a rich video collaboration architecture that creates business value and a seamless engagement experience with Cisco and its partner ecosystem

We want to provide a Partner experience that creates a compelling, profitable opportunity to offer an end-to-end video collaboration architecture solution and an easy way of doing business with Cisco

Topics

Customer FAQ

Partner FAQ

NOTE: FAQs can be found under the sales playbook on the CAC website.

tandberg sales playbook - cisco · go to the site and review the playbook, take training (for...

Documents