Marketing Services Organization
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How do you scale marketing programs to 3,000+ channel resale partners? Set up an organization that creates repeatable, customizable programs and garner vendor rates based on volume pricing.

How do you scale marketing programs to 3,000+ channel resale partners? Set up an organization that creates repeatable, customizable programs and garner vendor rates based on volume pricing.

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  • Business Process drives the systems or WMS/LMS enable the Business Process. Focused On : Productivity, Quality, Accountability and Continuous Improvement Why ? 1,000 plus local targeted campaigns vs. few large national campaigns Develop Design Automate Order Execute Measure Optimize
  • integrated Lead and channel management tool. Robust reporting, lead tracking, integrated campaign management, Better analytics, Territory management

Marketing Services Organization Presentation Transcript

  • 1. Scalable Marketing Delivery System Marketing Services Organization (MSO) U.S. Commercial Field Marketing
  • 2. Agenda
    • Goals & Background
    • Business Process
    • System Components
      • WMS - Work Management Module
      • LMS - Lead Management Module
      • MAP – Marketing Acceleration Planner
      • JMF – Joint Marketing Funds
      • Comprehensive Reporting capabilities
    • Results & Recognition
    • Systems Deep Dive
  • 3. Commercial Marketing Global Initiative
    • To drive Cisco's success in the global Commercial marketplace by executing best-in-class marketing programs that drive new customer acquisition, extend technology adoption and accelerate channel partner growth
    Peter Alexander VP Worldwide Commercial Marketing
  • 4. US Commercial Initiatives 50,000 Podcasts 5M Users Propagate Content to $2B Pipeline Revenue Millions Through Viral Marketing Reaching 1,000 Co-Branded Partners 300,000 Broadcast Video to 15,000 LiveTouches
  • 5. US Commercial Marketing Mission Drive pipeline and sales productivity, by delivering scalable, integrated programs, connected with our partners and our sales organization, with an innovative marketing machine.
  • 6. Historic Marketing – One Campaign
    • Lead distribution issues
    • Poor partner buy-in
    • No opportunity to tune program or messaging
    • No opportunity to use Partner ’s lists
    One theatre campaign Lead distribution 1 times 100 thousand
  • 7. Scalable Marketing - Plays
    • Defined approach and outcome
    • Standard processes
      • Common infrastructure, limited variability, measurable
    • Play owner
    • Play executor
    • Play sponsor
    One national campaign Multiple instances or plays Opportunity ownership 100 times 1000
  • 8. The Commercial Field MSO
    • An Innovative Marketing Machine that combines new & existing business processes, systems, people, vendors and partners into an Integrated Delivery System for local partner and Cisco Co-Marketing plays in a very scaleable, productive and cost effective manner.
  • 9. Core Business Focus Marketing System Infrastructure Partner Led Marketing Plays Account Manager Plays Vendor Management - 360 Integrated Business Processes
  • 10. Innovative Business Process aligning corporate with theater execution Develop Automate Execute Measure Optimize Design Order Theatre Marketing The Model
  • 11. Program Development
    • Select Targets
    • Choose Marketing activity
    • Work to develop solution
    • Provide Content
    • Communication to Sales
    • Technology, Segment, Vertical
    • TM, Call Blitz, Broadcast etc
    • Create the offer
    • Collect and Consolidate, post
    • Create Playbook, Launch play
    Alignment to Corporate Objectives
  • 12. Definition Of A Play
    • A Play is a prescriptive set of behavior based actions that, when executed by field representatives (Cisco and Partner account managers), is designed to drive measurable pipeline revenue.
    • Plays are designed around the following tactics and are not limited to this list.
    • Call Blitz
    • NOW van
    • Broadcast (CIN)
    • Newsletter
    • Sharedvue
    • eMail
    • Direct Mail
    • Events & Seminars
    • Lead distribution
    • Guided voicemail
    • Telemarketing
    • Partner Website
    • Radio
    • Appointment Setting
  • 13. Typical Lifecycle Of A Play Week # 0 2 4 6 8 10 12 14 Pilot Release Idea Idea
    • Strategy / objectives
    • Tactics – actions
    • Play classification
    • Tools and support
    • Business case
      • ROI
      • Local relevance
    Approval Development National rollout, Metrics and Feedback Approval
    • CIN leadership team
    • Field advisory team
    National Rollout
    • Portfolio of plays
    • Why do this?
    • Packaged delivery
    • Action required
    • Expected outcome
    Metrics
    • Actual outcome
    Development
    • Play development
    • Sales sheet
    Feedback
    • Ongoing feedback and adjustment of play
    Impl. Implementation
    • Vendor selection
    • Finalize costs & budget
    • Field and partner communication
    • Training
    Regional pilot and evaluation Regional Pilot
    • Pilot play
    • Adjustments as necessary?
    • Refine expected outcome
    • National decision
    National Go / No Go Decision
  • 14. WMS System - Design Consistency
    • Vendor selection & integration into process
    • Detail level step by step lean process design
    • How the play will work effectively
    • Setting up cost and price
  • 15. Vendor Management — 360 º Approach Development Plan between Cisco and vendor for training and development of services Quarterly Reviews Offers two-way feedback between vendor and MSO Including scorecard to facilitate accountability Assuring Customer Experience Offers first-hand assessment and inspection of business Partner Surveys Allows partner and to evaluate their experience Vendor Diversification Promotes healthy competition and new innovations
  • 16.
    • Vendor 360 º involves inspecting our business using a variety of techniques, resulting in a comprehensive review
    • Process includes feedback between AMM ’s and MSO
    Sophisticated Review Process Vendor diversity Partner surveys Phone monitoring and list seeding Vendor Scorecard
  • 17. Order/Fund – MAP or WMS
    • MAP Web “storefront” to view and order plays
    • JMF and funding options integrated
    • Partner First
    • Completes the Scalable Marketing System
    • WMS – Web Based
    • Provide access to Cisco AMs
    • Easy way to start
  • 18. WMS System - Execution
    • Step by Step Instructions - “ To-do list ”
    • Allows for consistent quality execution
    • Interface between Sales and Marketing
    • Provides Reporting
    Velocity and Scalability
  • 19. Private List Portal - Operations
    • MY WORLDATA:
    • Cisco Team members will be able to query lists instantly.
    • Expect a minimum of 300 lists to participate
    • Approximately 16 Million Records after de-duplication
    • Includes both response files (eg publishing files) and compiled databases (eg D&B)
    Cost Savings and Flexibility
  • 20. LMS - Lead Management System
    • Collects Play Results from all plays & vendors
    • New leads - Review leads & allocate to VAR
    • Manage Pipeline - Filter by region or VAR
    • Forecast Report - By date, by tech, by partner
    • Upload results to corporate systems
    Integrated into sfdc
  • 21. Integrated Reporting
  • 22. Partner Feedback
    • “ The leads provided during the IPT campaign have been very positive.   I would consider the campaign successful as we have received one verbal commitment from Utility Trailer.  We will be signing contracts in one more week.  $60K in Total Gross Revenue”
    Convergence Solutions Advisor President and CEO “ We consider the events to be a success…the registrations were excellent.  We have about $250,000 of strong opportunities in our pipeline from the events ”
  • 23. Summary Challenge
    • Drive new customer acquisition
    • Accelerate Channel Partner Growth
    • Extend Technology adoption
    • Consistent Go To Market Approach
    • Scaleable way to reach SMB
    • Innovative Business Process
    • Work Management System (WMS)
    • Lead Management System (LMS)
    • Vendor 360 Program
    • Utilize Collaboration Systems
    Solution Results
    • Plays - 4,395
    • Partners – 1,993 marketing “with”
    • Leads – 20,732
    • Pipeline -$191,633,190
    Benefits
    • Proven Results for both Cisco and Partners
    • Scaleable
    • Cost Effective
    • Consistent
    • Accountable
    • Quality
  • 24.