Sirius Decisions presentation ROI Award Winner. Cisco Case Study

JOSEPH PUTHUSSERYVice President, GTM Global Demand Center

Cisco Confidential 2©2014 Cisco and/or its affiliates. All rights reserved.

BEHIND EVERY …

Company Name Search QuerySocial Interaction Mobile Device

MARKETING IS B2ME


THE BUYING PROCESS HAS CHANGED

of customers initiate the first step in the buying cycle

90%of customers want an integrated marketing approach

72%The number of times a customer will “touch” a vendor before making a purchase

11

Sources:Engagement booster- Content published on 2 or 3 channels had a 24% increase in engagement – Michael LewisConsumer driven- 72% of consumers want an integrated marketing approach - E-tailing Group, (June 2011) “4th annual Consumer Insights Survey”

Self-Initiated Starts Online Integrated Journey



Zero-Touch Automation

OPPORTUNITY: WHAT DO WE EACH HAVE TO OFFER?

• Valuable customer data

• Warmer leads, not contacts

• Faster qualification times

• Automated partner platform performance

• Valuable data on leads provided

• Digital relationship

• Joint accountability to revenue

Marketing Sales

Highest Uptime and Quality



1. Build a Foundation

2. It’s the Planning, Not the Plan

3. Accountability

4. Communication

5. Execute and Deliver

1Team GoalPlan




DEMAND GENERATION WATERFALL

Data Source: Sirius Decisions Benchmarking Study done in Feb 2012.

Contacts

Responses

Marketing Qualified Leads (MQL) Sales

Accepted Leads (SAL) Sales

Qualified Leads (SQL) Closed

Business

Individual Names (in Database)

Raw Responses

BANT-Qualified Leads

Added to Sales Pipeline

Booked Deals

Leads Accepted by Sales/Partners

Best: 10%

Best: 28%

Best: 44%


COMMON LANGUAGEFINDING A LANGUAGE THAT EVERYONE CAN TEACH, LEARN, UNDERSTAND, AND APPLY

Sales Acceptance

Marketing Qualified

Responses

Sales Qualified Leads

MARKETING

SALES

Booked Opportunity

Moment of Truth



CONNECTED CUSTOMER INTERACTIONS & SCALE

Cisco.com Digital

Platform

Unique, relevant offers and recommendations personalized to the customer

Data is given to the entity best suited to fulfill the customer needs

Marketing Automation: Intelligence and predictive analytics

PartnerSCPSFDC



MANAGING THE BUSINESS WITH SHARED GOALS

“Setting goals is the first step in turning the invisible into the visible.”–Tony Robbins

Maintain Organizational

VisibilityInspect & Review

Assign OwnershipKeep it SimpleMake it

Relevant


CERTIFICATION, EDUCATION, & CONSISTENCY

Certification • Marketing programs or activities certified to drive SQL • Entered directly into our SFDC platform• Agreed with Sales that it’s marketing sourced • Must meet agreed upon criteria

Education & Consistency

• SFDC and dashboard training • Certified revenue management courses • Monthly/quarterly education classes • Workbook: consistent terminology and definition



PLANNING BEST PRACTICES

Annual revenue summit

Weekly targets Regional agreement

and commitment Excitement and a little competition








Region

Geography

Architecture

Engine

Bookings

Top & Middle Funnel

FY15 OutlookInbound

Expanding and integrating our partner footprint

Big data analytics anticipating and predictive

Integration external and internal touchpoints

Real-time content optimization

Commerce engine

TotalOpportunities


Is your marketing keeping pace with changing technology and buying behaviors?

Are you transforming your marketing to being a goal-oriented function?

Are you thinking about marketing as a revenue generation machine?


Thank you.

Internet

Sirius Decisions presentation ROI Award Winner. Cisco Case Study