© 2011 Cisco and/or its affiliates. All rights reserved. 1 Cisco Digital Media for Financial Services Integrated Sales and Marketing Guide for Partners

© 2011 Cisco and/or its affiliates. All rights reserved. 1

Cisco Digital Media for Financial ServicesIntegrated Sales and Marketing Guide for Partners


Objectives of the Integrated Plan• Develop a compelling, validated go-to-market message that

reflects your offerings for digital media in the financial services market.

• Create awareness for your business and your Cisco offerings.

• Build solid, lasting business relationships with your prospects, to help to develop pipeline and achieve revenue targets.

• Strengthen existing relationships with customers and develop additional sales opportunities.

• Create an integrated, measurable sales and marketing program that helps to deliver a tangible sales pipeline.


Strategy for the Integrated Plan• An integrated marketing and sales program focused on building

relationships and moving prospects through the buying cycle, from awareness and interest to demand.

• A strategic demand-generation program integrated with sales engagement and enablement.

• A program to optimize reach into existing customers as well as to target new customers.

• A vertical focus (financial services), to address relevant business issues for non-IT decision makers.

• Tangible ROI, tracked by company and individual, that can be measured at regular intervals throughout the program to determine the value marketing has returned to the business.


• Build Your Practice• Understand the Market • Develop Messaging• Tailor Content• Train Sales • Drive Awareness

• Accelerate Demand• Build Credibility

• Call Leads• Demonstrate Solutions• Offer Promotions and Incentives• Hold Executive Briefings• Build a Proposal• Measure Results

Pursue and Close

Pursue and Close

EngageEngage

PreparePrepare

Sales and Marketing Lifecycle

© 2011 Cisco and/or its affiliates. All rights reserved. 5* Resources are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login.

Steps Resources Owners

Understand the Market and Target AudienceUnderstand market trends, key decision makers, and their priorities. Develop your program strategy.

• Financial Services Industry Guide for Partners• Program Strategy Template• Target Audience Template• Competitive Positioning Template

• Sales and Marketing co-lead

Develop Messaging, and Map to Target Audience NeedsMap your offerings and key messages to prospects’ needs and imperatives.

• Prospect Needs, Key Messages, and Offerings Template


• Sales validates messaging with customers.

Tailor ContentUpdate sales tools with the latest messaging.

• Cisco Digital Media for Financial Services Presentations and Collateral

• Marketing leads, working with Sales

Train SalesPrepare your sales force with training on solutions, target audience, incentives, etc.

• Financial Services Industry Sales Guide for Partners


Sales and Marketing LifecyclePreparePrepare

http://www.cisco.com/web/strategy/financial/ptnr_dms_fin.html#~Prepare



http://www.cisco.com/web/strategy/financial/ptnr_dms_fin.html#~Engage








Drive AwarenessCommunicate key offerings to target prospects. Use social media to build community.

• Call Guide (Telemarketing Script)• Customizable Email Invitation and Follow-up Mes

sages• Social Media Guide

• Marketing

Accelerate DemandImplement high-touch programs that drive demand for your offerings. Uncover leads and opportunities that were missed during the awareness phase. Use social media to maintain community.

• Webinars • Lunch and learns • Sporting events• Executive roundtables• Breakouts at third-party events• Other events and opportunities to engage

prospects


Build Credibility Deliver compelling proof points to drive preference and increase win rates.

• Use your experience with customers in financial services and/or digital media implementations

• Sales

Sales and Marketing LifecycleEngageEngage




http://www.cisco.com/web/strategy/docs/manufacturing/sm_mktg_guide.pptx



Call LeadsCall qualified leads to address any questions, remaining objections, and reinforce value proposition.

• Call Guide (Telemarketing Script) • Sales

Demonstrate SolutionsStrengthen your recommendations by showing prospects how the solution works.

• Cisco Digital Media Demos (CiscoET.com log in required)

• Additional Sales and Technical Resources


Offer Promotions and IncentivesMake it easy for prospects to choose your solution over the competition.

• Current Partner Incentives and Product Promotions


Hold Executive BriefingsLeverage executive relationships to win over final decision makers.

• Request an Executive Briefing at Cisco by Contacting Your DMS Partner Account Manager


Build a Proposal Submit a strong business case quickly and accurately.

• Proposal Resources on CiscoET.com (log in required)

• Sales

Measure ResultsTrack metrics established during planning and report to sales and management. Use metrics to plan and fine-tune next program.

• Program Results Template • Marketing

Sales and Marketing LifecyclePursue

and Close

Pursue and

Close


http://www.ciscoet.com/solutionfrontpage.asp?sid=2






http://www.cisco.com/web/strategy/financial/ptnr_dms_fin.html#~Pursue

http://www.cisco.com/web/partners/incentives_and_promotions/index.html



http://www.cisco.com/web/about/ac156/about_cisco_visiting_cisco_home.html



Program Templates and Examples


Define your business objectives and associated sales and marketing strategy and tactics, including the success metrics you will use to measure the success of the program.

ExampleProgram Strategy

Objectives Sales and Marketing Strategy

Tactics Success Metrics

Drive revenue growth by X%

• Increase awareness and sales of [partner] and Cisco Digital Media solutions with financial services prospects who currently do not benefit from Cisco technologies.

• Email campaign• Social media campaign• Telemarketing • Live and virtual events

• # face-to-face prospect connections

• # qualified leads delivered

• # prospect meetings booked

• $ in new opportunities identified

• # of deals closed

Grow average opportunity size by X%

• Identify cross-sell, up sell, and migration opportunities with existing financial services customers who have Cisco equipment, but not the complete digital media solution from [partner] and Cisco

• Email campaign• Social media campaign• Live and virtual events• Executive forums

• # face-to-face prospect connections



• $ in new opportunities identified



Profile your target prospects and identify key decision makers. Document prospects’ key challenges and business imperatives.

ExampleTarget Audience

Market Segment Size Regions and/or Countries

Segment #1 • # of personnel• # of customers• # of locations

• TBD

Segment #2 • # of personnel• # of customers• # of locations

• TBD

Target Decision Makers Functional Areaand Responsibilities

Challenges

Target #1 • TBD • TBD

Target #2 • TBD • TBD


For each competitor, identify strengths, weaknesses, and your competitive advantage

ExampleCompetitive Positioning

Competitor Strengths Weaknesses Your Competitive Advantage

Competitor #1 • Strength #1

• Strength #2

• Etc.

• Weakness #1

• Weakness #2

• Etc.

• Advantage #1

• Advantage #2

• Etc.


• Strength #2

• Etc.

• Weakness #1

• Weakness #2

• Etc.

• Advantage #1

• Advantage #2

• Etc.


• Strength #2

• Etc.

• Weakness #1

• Weakness #2

• Etc.

• Advantage #1

• Advantage #2

• Etc.


Develop differentiated messaging, defining and mapping your offerings to prospects’ imperatives. Validate messaging with a few key prospects or existing customers.

ExampleProspect Needs, Key Messages, Offerings

Prospect Imperatives Key Messages Key Offerings

Prospect Imperative #1 • Message #1

• Message #2

• Etc.

• Offering #1

• Offering #2

• Etc.


• Message #2

• Etc.

• Offering #1

• Offering #2

• Etc.


• Message #2

• Etc.

• Offering #1

• Offering #2

• Etc.


Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.

Example12-Week Sample Sales and Marketing Plan

Phase Week Deliverable/Activity

Prepare 1-2

• Document sales and marketing goals, strategy, and success metrics.• Conduct competitive analysis; finalize key messages and competitive positioning

. • Determine target prospects and create prospect lists (in-house or purchased

lists). • Create presence on social media websites such as Facebook, LinkedIn, and

Twitter to gather customer insights and build community. • Customize sales tools, such as sales training materials and a call guide.• Update presentations and collateral (such as brochures).• Update company website, incorporating videos and search engine optimization.• Create campaign web banners and landing page with promotional offer.

http://www.cisco.com/web/strategy/docs/manufacturing/sm_mktg_guide.pptx








Prepare 3

• Hold sales training session to review campaign and key messages. Inform team of key dates and milestones.

• Determine seminar and/or webcast topic and secure speakers.• Update campaign web banners and landing page with seminar/webcast

registration information.• If holding a seminar, secure a venue.• Create seminar/webcast invitation direct mail or email.

Use templates provided and co-brand.






Engage 4-5

• Distribute direct mail and/or email invitation. • Update social media websites to promote your upcoming events and maintain

dialogue with customers. • Develop seminar or webcast presentation. A number of presentations are

available for your use.• Begin telemarketing calls using the call guide.







Engage 6

• Create customer video testimonials and upload to website, YouTube, and/or Facebook page if available.

• Determine Q&A seed and evaluation questions.• Conduct seminar/webcast dry run with speakers, moderator, and question

managers.• Begin telemarketing calls to encourage additional registrations.• If holding seminar, confirm catering and audio-visual requirements.• Distribute reminder emails to target prospects 1 week prior to the event.






Engage 7

• Finalize evaluation form• Conduct seminar, track attendees, and summarize evaluations.• Use social media websites to conduct live Q&A, and allow customers to share

feedback on the seminar or webcast.• Post event recording, if available, on company and social media websites.





Pursue and Close

8-9

• Develop campaign metrics report on registrations, attendees, satisfaction ratings, leads, prospect meetings scheduled, and recommendations for next campaign.

• Send follow-up email communications to prospects after the event.• Follow-up on leads from the event.

10-11

• Visit or call priority leads from the event using the call guide.• Conduct briefings with leads, using

business and technical decision maker presentations.

11-12

• Begin closing priority leads. • Call secondary leads using the call guide, and schedule follow-up meetings.• Begin next sales and marketing plan, building on best practices and lessons

learned.






Measure the effectiveness of your campaign against objectives.

ExampleProgram Results

Objectives Target Metrics Actual Metrics

Drive revenue growth by X%

• # prospects attending the marketing event



• # of opportunities identified







Grow average opportunity size by X%











Best Practices Lessons Learned (Areas for Improvement)

• TBD • TBD

• TBD • TBD

Documents

© 2011 Cisco and/or its affiliates. All rights reserved. 1 Cisco Digital Media for Financial Services Integrated Sales and Marketing Guide for Partners