© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential© 2013 Cisco and/or its aff...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
Self-initiated and starts online
No geograph...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
Identify
Business
Problem
Discover Design P...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Training
Sales Content
Access to Experts
Ma...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
20Mpieces of indexed content
stored across ...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
languages
Top 10
Spanish
28,545
Korean
28,0...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
Cisco Seller
Focus Groups
Partner Seller
Fo...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
Sales Content being created by everyone
No ...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
for an organization …
How do you make this ...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
Think of a number between 2 and 9
Multiply ...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
DENMARK KANGAROO ORANGE
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
One Team
One Set Of
Standards
One
Process
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
Vision and
Thought
Leadership
Architecture
...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
Plan
Orchestrate
Write &
Assemble
Localize ...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
Cisco
Product
Message
Cisco
Services
Messag...
© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
Launch &
Migration
Power
Positioning
Worksh...
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Corporate Visions Conference

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Revamping and Standardizing Global Marketing and Sales Content

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  • The way customers purchase has changed tremendously, and it’s more customer-initiated and customer-driven than ever. Ten years ago, all you had to do was leave a voicemail that piqued your customer’s interest to get a call back.  The reality today is that the B2B buying process begins when prospects accesses a company’s website, blog, or whitepaper.  They go online and Google your website but they also look at competitive offerings, reviews of your company, and check out forums or blogs discussing your company and the solutions you offer.  How is your latest product or offering rated on YELP? With an increasing tendency and capacity to research purchasing decisions online long before they engage with sales, the pressure for B2B marketers is on! Combine that with the fact that 92% of B2Bbuyers start their search for a solution to their problem online, and the customer buying process has changed drastically.(Segue before next slide)…So given these changes in the Buying Process, we know that Marketing needs to play a stronger role in the early part of the Sales cycle. In that respect, where are we starting from? How are we doing with respect to Marketing today? [Ask for Show of Hands…]”How many view Marketing as a Communications/Awareness function?”“Who thinks Marketing needs improvement?”Let’s see how that compares to some recent industry surveys…[NEXT SLIDE]…
  • Corporate Visions Conference

    1. 1. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential© 2013 Cisco and/or its affiliates. All rights reserved. 1 Revamping and Standardizing Global Marketing and Sales Content Thierry van Herwijnen Sales Enablement nl.linkedin.com/in/herwijnen @tvanherwijnen about.me/thierryvanherwijnen therwijn@cisco.com
    2. 2. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    3. 3. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
    4. 4. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    5. 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    6. 6. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
    7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    8. 8. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    9. 9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Self-initiated and starts online No geographic, platform or organization boundaries Easily targeted and mapped 11 The number of times a customer will “touch” a vendor before making a purchase 60% Will use support forums and technical discussion groups to inform the purchase decision 88% Suggest that social channels are strong influencers during the decision making process 90% Of customers initiate the first step in the buying cycle... Not Sales! 43% Of the C-suite have made a decision on which vendor to use by the time they first speak with a salesperson Source: Hubspot 2012; IDC 2012 EAG Buyer Experience Survey
    10. 10. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Identify Business Problem Discover Design Purchase Deploy Maintain & Optimize 74% 26% “How often do you choose a vendor who has worked with you to turn a vision into a clear path to value?” Forrester 2012 Buyers Inside Survey – 418 Executive Responses Respond to RequestCreate and Deliver on a Vision
    11. 11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Training Sales Content Access to Experts Market Intelligence Account Intelligence Demonstrations
    12. 12. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 20Mpieces of indexed content stored across Cisco’s networks 3M over the last 6 months: were added Web Pages 1,844,768 Documents 1,790,313 Presentations 1,053,173 Acrobat 3,321,584 Spreadsheets 2,499,415 Text Files 316,816 Photos / Images 1,457,110 Drawings 47,321 Audio 11,349 Tools 118,547 Video 70,753 Project Plans 28,783
    13. 13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 languages Top 10 Spanish 28,545 Korean 28,089 Japanese 155,596 English 15,010,584 Norwegian 63,949 German 22,716 French 27,378 Italian 19,152 Chinese 16,881 Dutch 12,859 on our INTERNAL Network
    14. 14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 Cisco Seller Focus Groups Partner Seller Focus Groups
    15. 15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    16. 16. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    17. 17. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    18. 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 Sales Content being created by everyone No Consistent Messaging Limited Standardization Limited Accountability & Measurement
    19. 19. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
    20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
    21. 21. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 for an organization … How do you make this work … Like
    22. 22. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Think of a number between 2 and 9 Multiply your number by 9 Add your 2 digits together Subtract 5 Match your number to a corresponding letter of the alphabet Think of a small country in Europe that starts with this letter Think of an animal that begins with the last letter of your country’s name Think of a color that begins with the last letter of your animal’s name
    23. 23. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23 DENMARK KANGAROO ORANGE
    24. 24. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
    25. 25. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25 One Team One Set Of Standards One Process
    26. 26. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
    27. 27. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27 Vision and Thought Leadership Architecture Solutions Industries Product and Services Standardized Sales Enablement Kit Authoring and Production Templates How do we enable these conversations? Which conversations do we want to enable?
    28. 28. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28 Plan Orchestrate Write & Assemble Localize & Translate Tag, Certify & Publish Feedback & Measure Update or Retire
    29. 29. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29 Cisco Product Message Cisco Services Message Cisco Capital DifferentDocuments IntegratedValue Proposition Written by Professional Writer Cisco Product Message Cisco Services Message Cisco Capital
    30. 30. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30 Launch & Migration Power Positioning Workshop Sales Enablement Brief Sales Content Training Demonstrations Proposals …
    31. 31. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
    32. 32. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
    33. 33. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
    34. 34. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
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    39. 39. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
    40. 40. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40

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