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The Holy Grail: Connecting Marketing with Sales by Blair Christie

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Cisco SVP and Chief Marketing Officer Blair Christie's presentation from the 2014 AdAge CMO Strategy Summit in San Francisco.

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The Holy Grail: Connecting Marketing with Sales by Blair Christie

  1. 1. THE HOLY GRAIL CONNECTING MARKETING WITH SALES Blair Christie SVP & Chief Marketing Officer September 17, 2014 AdAge CMO Strategy Summit, San Francisco
  2. 2. BEHIND EVERY… Mobile Device Company Name Social Interaction Search Query MARKETING IS B2ME ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. THE BUYER’S JOURNEY HAS CHANGED ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. SALES & MARKETING ALIGNMENT WAS INEVITABLE ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. WHAT DO WE EACH HAVE TO OFFER? Marketing Sales • Valuable customer data • Warmer leads, not contacts • Faster qualification times • Automated partner platform performance Zero-Touch Automation • Valuable data on leads provided • Personal+ Digital relationship • Company insight • Joint accountability to revenue Highest Uptime and Quality ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. VOLUME VOLUME VALUE ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 Cisco Confidential VELOCITY
  7. 7. ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 VOLUME
  8. 8. THOUGHT LEADERSHIP IS NOT OPTIONAL ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. EMOTIONAL CONNECTIONS ARE KEY ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. CUSTOMERS WHO FEEL EMOTIONALLY CONNECTED Source: CEB/Motista Survey, n=3,000 B2C Brands B2B Brands 70% 40% 10% ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. The Internet of Everything is changing everything. ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. VELOCITY ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. 57% 67% “…of the purchase decision is complete before a customer even calls a supplier.” Corporate Executive Board “…of the buyer’s journey is now done digitally.” Sirius Decisions ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. CONNECTED CUSTOMER INTERACTIONS & SCALE Cisco.com Digital Platform Unique, relevant offers and recommendations personalized to the customer Partner Data is given to the entity best suited to fulfill the customer needs Marketing Automation: Intelligence and predictive analytics ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. WHERE CISCO IS TODAY $ , , , in Global Sales Pipeline for FY14 ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. A MARKETING SCRUM ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. MAXIMIZING SALES ENABLEMENT SOLUTIONS ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. VALUE ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. TARGETING NEW BUYING CENTERS Server/Storage Buyer CEO CIO SP CTO/CMO Line of Business Leader VP Infrastructure Network MNeatwnoarkg eMranager VP Desktop Apps Security Architect SP Product Manager CISO/CSO ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. DID YOU KNOW VERTICAL SOLUTIONS PROVIDE MORE REVENUE? Revenue per Sale % Increase from Product Only Sale $108,242 Average Product Sale 125% $243,777 SI Sale Average 479% $626,394 Solution Sale Average % Growth Sales Revenue Source: Cascade Business Group Research ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. LOYALTY • Discuss loyalty piece here.. LOYALTY ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. AWARENESS BETTER ENABLEMENT CUSTOMER RELEVANCY AIRVO LUME VELOCITY VALUE COVER SELL FASTER LARGER DEALS ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. Do you create emotion with your thought leadership activities that carries through everything you do? Do you know where your customers are learning about you? Is your investment in digital enough to lead in your market? Are you thinking about marketing as a revenue generation machine? ©2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. TOMORROW starts here.

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