Cisco Go to Market Strategy

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Cisco Go to Market Strategy

  1. 1. Dr. Yasemin YUCEL KARASUStrategy and Business Development, Regional Manager09/11/2012
  2. 2. Who we are ?- key milestones, marketshares, technology, cultureWhat are we selling? – key solutions,technologies, and productsWhere are we selling? – key segments andtheatersHow are we selling? – key messages,distribution channels
  3. 3. Computer scientists, Len Bosack and Sandy Lerner found Cisco Systems Bosack and Lerner run network cables between two different buildings on the Stanford University campus A technology has to be invented to deal with disparate local area protocols; the multi-protocol router is born© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 3
  4. 4. The Cisco Vision changing the way we work, live, play, and learn. SM The Mission to shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 4
  5. 5. 1/3 sales culture 1/3 engineering employees 1/6 service …are our competitive advantage 1/6 other 72K+ 165+ 460+ employees countries offices© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 5
  6. 6. the idea of community culture no longer applies to just towns cities or countries© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 6
  7. 7. community your is wherever you need to interact.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 7
  8. 8. One Seamless, Transparent Customer Experience Mobility Video Voice Service Public Enterprise Small Consumer Commercial Provider Sector Data the network as the Information Entertainment Data platform Video Mobility Voice Freedom Communications© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 8
  9. 9. Security Security Digital Video: IPTV Switching: Modular/Fixed 100% 100% 100% 80% 80% Cisco/SA 64.2% 80% Cisco/SA 69.6% 60% 31.5% 60% 60% 40% Cisco 40% 40% 20% 20% 20% 0% 0% 0% Voice Wireless: LAN Storage: Area Networks 100% 100% 100% 80% 80% 53.3% 80% Cisco 60% 60% 60% 37.1% 40% 40% 40% 44.7% 20% Cisco 20% 20% Cisco 0% 0% 0% Routing: Edge/Core/Access Networked Home Web Conferencing 100% 100% 100% 80% 80% 80% Cisco Linksys 23.3% 38% 60% 53% 60% 60% 40% 40% 40% 20% 20% 20% Cisco/WebEx 0% 0% 0%© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 9
  10. 10. Total $11.5B 11% Y/Y $6.6B $3.2B $1.7B 9% Y/Y 15% Y/Y 11% Y/Y Americas EMEAR APJC Q2 FY12 Fiscal Revenue by Geography© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 10
  11. 11. technology Innovation as a means of evolving through… Build Buy Partner Go-to-Market Investment Strategy© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 11
  12. 12. $5.8B+ R&D Investment Annually 20,000+ Build 700 Engineers Patents Filed Annually 7 8,000 Major Labs Patents Worldwide Internal Issued Innovation© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 12
  13. 13. $5.8B 14% 14% 13%6% 3%IBM Microsoft Cisco Intel HP Internal Innovation R&D as Percent of Revenue 13 Source: Yahoo Finance, Company Financial Statements for latest reported fiscal year
  14. 14. Our strategy is guided by the market transitions that affect our customers. Collaboration/ Web 2.0 Network as Platform Network of Networks All in One: Data/Voice/Video1997 2000 2006 2008 – 2011
  15. 15. Business Personalisation DemographicsVolatility Rapid Ecological Technology Globalisation Footprint Differentiation and a competitive edge Improve through ICT driving job growth and collaboration competitiveness Reduce Operating Reform National Increase Revenue Expenses Infrastructure Smart Faster More Faster New Cost Use Skills Safety Broadband Product Recurring Decision Revenue Reduction Vital Education Healthcare Access to Market Revenue Making Resources
  16. 16. BY 2016, >50% of Global 1000 companies will By 2014, 40% of Enterprise IT spend will be Opex 1 have stored customer-sensitive data in the public cloud 4 Enterprise-class Cloud technologies will be used by Within the next 3 years around 20% of the 70% of Enterprises in 20122 Collaboration market will move to Cloud 4 By 2020, 1/3 of all the data will live in or pass through the cloud 3 Data sources: 1. Gartner 2. State of the CIO 2011 study, CIO magazine 3. Gartner© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 16 4. Cisco internal calculations
  17. 17. By 2015, almost 1 zettabyte of data will traverse the In 2012, the number of mobile-connected devices network annually. Cellular and WiFi traffic will will exceed the world’s population account for 54% of total IP traffic Mobile video data traffic will grow nearly 14 times The number of things connected to internet will be by 2015, and will represent over half of all data 50billion by 2020. traffic Mobile data traffic in Europe will grow more than 10 An estimated 5 exabytes of unique information fold from 2010 to 2015, reaching 7,900 million GB were created in 2008. This is equivalent to 1 billion of data DVDs. Just three years later (today), we are creating 1.2 zettabytes of new information annually. This is the same as every person on Earth tweeting In 2012, Mobile data services spending has passed for 100 years, or 125 million years of your favorite fixed data spending for the first time 1-hour TV show.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 17
  18. 18. 5 Bringing innovation and expertise to solve customers’ business problems: Link Technology Architecture to Business Architecture 2 3 4 Data Center Collaboration Virtualization Video and Cloud Focus on large markets • Going through transitions where the network is becoming more critical • Which are drivers of future networking growth 1 Our Foundation: Routing, Switching, Services Make our networks secure and mobile – Security, Mobility© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 18
  19. 19. Enabling Cloud Applications/Services by Uniquely Combining the Unified Data Center and Cloud Intelligent Network Tailored Solutions for Building Rich Ecosystem of Innovative Clouds Integrated Solutions Cloud Services Enable customers to build and Enable customers to deploy Enable cloud services including operate private, public or hybrid tested, best of breed solutions people-centric collaboration and clouds other applications© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 19
  20. 20. Customer Partner Transformation Centricity Bringing innovation and expertise to solve customers’ business problems: Link Technology Architecture to Business Architecture Data Center Collaboration Virtualization Video and Cloud Focus on large markets • Going through transitions where the network is becoming more critical • Which are drivers of future networking growth Our Foundation: Routing, Make our networks secure Make our networks secure Switching, Services and mobile – Security and mobile –Mobility© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 20
  21. 21. Customer Transformation is one of the major pillars of the EMEAR GTM and allows us a clear and concise focus on our Transformational and Major customers High touch sales engagement with all Resource alignment for architectural relevance Transformational and Major Customers & deep account coverage Cisco differentiation through focus & High service relevance driving customer accountability transformation© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 21
  22. 22. To reach all of our customers in a more effective fashion, we have now integrated the partner and commercial teams to balance recruitment, enablement and sales through our partners. That will drive simplicity and allows us to leverage our partner base to reach more customers. Integration of Partner Led and Commercial Broad Market Coverage & Infinite Scalability Sales Alignment of Recruitment, Enablement and Reduced complexity for partner interaction Sales© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 22
  23. 23. Characteristics • High touch accounts in Enterprise, SP and PS Transformational segments • Comprises Transformational and Major customers Customer Led • Focus is “Deep” account penetration Major Customer Led • CD/AM: Sales leader and orchestrator/coordinator Partner Led Named Partner • Focus is “Broad” market coverage Partner Led • Addresses any customer (ENT, SP, PS and Non Named Commercial) not covered by a Cisco CD/AM Partner© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 23
  24. 24. • Besides Transformational Customers, the service organization focuses on a number of “Strategic Service Customers” to accelerate the transformation of a select number of Major customers where services relevance has already been established. Both product and services GTM is Customer Led. • The GTM for the remainder of Major customers is Customer Led from a product perspective and Partner Led from a services perspective Customer Led Transformational Customers Customer Led Major Customers = Strategic Service Customer Led Customers Customer Led Major Customers = All other customers Partner Led Partner Led All other customers Partner Led© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 24
  25. 25. Market Transitions Giving Back Trust/ Fairness/ Open Communication Integrity Inclusion Continuous Improvement/ Stretch GoalsInnovation Customer Profit Success Quality culture Contribution (Frugality) Team No Technology Religion Collaboration/ Teamwork Empowerment Drive Change Fun © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Public 25
  26. 26. Thank you.

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