Sirius Decisions presentation ROI Award Winner. Cisco Case Study

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The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss

The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss

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Transcript

  • 1. JOSEPH PUTHUSSERY Vice President, GTM Global Demand Center
  • 2. Cisco Confidential 2©2014 Cisco and/or its affiliates. All rights reserved. BEHIND EVERY … Company Name Search QuerySocial InteractionMobile Device MARKETING IS B2ME
  • 3. Cisco Confidential 3©2014 Cisco and/or its affiliates. All rights reserved. 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 Lewis Consumer 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
  • 4. Cisco Confidential 4©2014 Cisco and/or its affiliates. All rights reserved.
  • 5. Cisco Confidential 5©2014 Cisco and/or its affiliates. All rights reserved. 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
  • 6. Cisco Confidential 6©2014 Cisco and/or its affiliates. All rights reserved.
  • 7. Cisco Confidential 7©2014 Cisco and/or its affiliates. All rights reserved. 1. Build a Foundation 2. It’s the Planning, Not the Plan 3. Accountability 4. Communication 5. Execute and Deliver Team Goal Plan
  • 8. Cisco Confidential 8©2014 Cisco and/or its affiliates. All rights reserved.
  • 9. Cisco Confidential 9©2014 Cisco and/or its affiliates. All rights reserved.
  • 10. Cisco Confidential 10©2014 Cisco and/or its affiliates. All rights reserved. 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%
  • 11. Cisco Confidential 11©2014 Cisco and/or its affiliates. All rights reserved. COMMON LANGUAGE FINDING 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
  • 12. Cisco Confidential 12©2014 Cisco and/or its affiliates. All rights reserved.
  • 13. Cisco Confidential 13©2014 Cisco and/or its affiliates. All rights reserved. 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 Partner SCPSFDC
  • 14. Cisco Confidential 14©2014 Cisco and/or its affiliates. All rights reserved.
  • 15. Cisco Confidential 15©2014 Cisco and/or its affiliates. All rights reserved. MANAGING THE BUSINESS WITH SHARED GOALS “Setting goals is the first step in turning the invisible into the visible.” –Tony Robbins Maintain Organizational Visibility Inspect & Review Assign Ownership Keep it Simple Make it Relevant
  • 16. Cisco Confidential 16©2014 Cisco and/or its affiliates. All rights reserved. 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
  • 17. Cisco Confidential 17©2014 Cisco and/or its affiliates. All rights reserved.
  • 18. Cisco Confidential 18©2014 Cisco and/or its affiliates. All rights reserved. PLANNING BEST PRACTICES Annual revenue summit Weekly targets Regional agreement and commitment Excitement and a little competition
  • 19. Cisco Confidential 19©2014 Cisco and/or its affiliates. All rights reserved.
  • 20. Cisco Confidential 20©2014 Cisco and/or its affiliates. All rights reserved.
  • 21. Cisco Confidential 21©2014 Cisco and/or its affiliates. All rights reserved.
  • 22. Cisco Confidential 22©2014 Cisco and/or its affiliates. All rights reserved.
  • 23. Cisco Confidential 23©2014 Cisco and/or its affiliates. All rights reserved.
  • 24. Cisco Confidential 24©2014 Cisco and/or its affiliates. All rights reserved.
  • 25. Cisco Confidential 25©2014 Cisco and/or its affiliates. All rights reserved. Region Geography Architecture Engine Bookings Top & Middle Funnel FY15 Outlook Inbound Expanding and integrating our partner footprint Big data analytics  anticipating and predictive Integration external and internal touchpoints Real-time content optimization Commerce engine Total Opportunities
  • 26. Cisco Confidential 26©2014 Cisco and/or its affiliates. All rights reserved. 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?
  • 27. Cisco Confidential 27©2014 Cisco and/or its affiliates. All rights reserved.
  • 28. Thank you.