- Cisco is a global technology company with over $5 billion in annual R&D investment and over 72,000 employees worldwide. - The presentation discusses Cisco's plans to deliver the industry's best buying and selling experience for customers by empowering employees, being innovative and operationally excellent, aligning priorities globally, and delivering business and technology architectures that enable new business models. - The goals are to provide an intuitive, fast, and differentiated user experience for customers across various business segments, types of sales, and business models.

1. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 1
Buying and Selling
Enablement (BASE)
Steve Martino, VP
BASE
March 2011

2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
$5.3B+
R&D Investment
Annually
72K+
Employees
300 Data
Center Locations
in 90 Countries
165+
Countries
450+
Offices
20 K
Engineers
30 Major Labs
Worldwide
service1/6
engineering1/3
sales1/3
other1/6

3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
“People can have the Model T in
any color—so long as it's black.”
– Henry Ford

4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Solutions/Delivery
Strategies
Configurable/Options
People want to use cars for different reasons in different ways
New Business
Models/Consumption

5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
Our Partners Demand a New Experience
CollaborationGlobalisation Market Transitions
Customers

6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 6
Delivering the industry’s best buying and selling experience,
enabling Cisco’s growth
Empower our team to deliver business and technology
architectures to make buying and selling easy
• Reward and
recognition
programs
• Global
communication
strategy
• Collaborative
leadership model
• Accelerate
development
programs
• Celebrate, have
fun, and give
back
Be innovative
&
operationally
excellent
Align priorities
globally
Energize,
empower,
align, and
grow our
people
Deliver business &
technology
architectures that
enable business
models, go-to-
market, and
globalization
strategies
Provide an
intuitive, fast, and
differentiated
user experience
• Align SLAs with
stakeholders
• Align on Product Life
Cycle (PLC)
• Refine SLA & PLC
governance,
measurement,
communications
• Identify SLA & PLC
deviations;
implement solutions
• Reduce applications,
costs, manual
repetition; improve
execution
• Reward/recognize
innovative ideas
• Establish center of
excellence
• Playbook new
business models
• Architectural
roadmap for agility,
scalability,
resiliency, low cost
• Build capabilities
architecture for
ongoing enablement
• Assess, solution,
enable key business
models
• Process, policy, and
system experts
across functions and
business capabilities
• Common User
Experience plan
(guiding principles,
approach,
communication)
• Migrate high
value/volume
transactions to CCW
ordering and/or B2B
process
• BASE working group
and process for
stakeholder
misalignment
• Situational analysis
for alignment and
prioritization
• Drive misalignment
to agreement through
governance
• Communications to
end users
• Drive adoption
through agreements
V
E
S
5+ Years
2-4
Years
12-18
Months

7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

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Collaborative Selling
Process—Flexible,
Adaptable, Easy
People
Data Process
Tools

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Cisco 3.0
Global
Transformationals
Multinationals
Small/Med Biz
Partner CiscoCustomer

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Front Office Back Office
Software
Services
Products
Orchestration
Engine
Architectures

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Front Office Back Office
Orchestration
Engine
Type of Sale
Renewal
Add-On/
Upgrade
New Customer/
Greenfield

12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Front Office Back Office
Orchestration
Engine
Business Models
Product and
Service Attach
SW
Subscription
Pay as
You Grow
Cloud

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Front Office Back Office
Orchestration
Engine
Business Segments
Enterprise
Global
Service
Providers
Small/Medium
Business

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Greenfield – Upgrade – Renewal
Architectures
Behavior and Collaboration
Cross-functional experience
Cisco-Partner-Customer
(Cisco-led, Partner-led)
Product and Service Attach
Software Subscription
X as a Service/Cloud
Pay as you Grow
Managed Service
Smart Services
Go to
Market
Lead
to Quote
Quote
to Order
Order
to Book
Post-
Booking
Multinationals
Global
Transformationals
Cisco 3.0
Service Provider
Small/Medium Biz
SEGMENTATION
$80B

15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 15
Transformation for a New Buying and
Selling Experience

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Cross-functional Solutions Used by Sales

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Cross-functional Solutions Used by Sales
300+POINTSOLUTIONS!

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• Source: Proact Business Transformation, Inc.
CAPABILITIES
REQUIREMENTS
Business
Operations
Systems
Technology

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 Goaling
 Sales coverage
 Partner on-
boarding
and certification
 Partner programs
 Lead generation
 Content
management
 Renewals
 Opportunity
management
 Deal regulation
 Sales forecast
 Quote
 Deal
management
 Order capture
and change
order
 SVC
quotes/orders
 Order
orchestration
 Renewals
 Order
management
 Invoicing
 POS/Claims
 Crediting
 Partner MBO
 IB contracts and
service
agreements
 Software delivery
and license
management
 Commissioning
 Bookings
reporting
 RebatesGo to
Market
Lead
to Quote
Quote
to Order
Order
to Book
Post-
Booking

21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Sales Hierarchy Offer
Configuration/Pricing
Measure and Pay
LSS
CRM
LSS
Ordering
DATA
Go to
Market
Lead
to Quote
Quote
to Order
Order
to Book
Post-
Booking

22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 22
The Value of the New Buying and
Selling Experience

23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
Compute
StorageNetwork
Private
Cloud
Converged IT Infrastructure
Converged IT
Infrastructure
Compute
StorageNetwork
LARGE ENTERPRISE - Virtualized Data Center
Increased Control
• Rapid elasticity
• Resource pooling
• On-demand self-service
• Chargeability & Metering
• Agility / Speed of response
Increased Control
• Rapid elasticity
• Resource pooling
• On-demand self-service
• Chargeability & Metering
• Agility / Speed of response
Converged IT Infrastructure
Compute
StorageNetwork
Converged IT Infrastructure
Public
Cloud
Businesses and consumers use cloud-services across boundaries
Increased Flexibility
• On-Demand
• Low-Cost
• Compute as a Service
• Storage as a Service
• Other IT Services
connected

24. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 24
East
West
San Jose,
RTP,
Richardson
Deal
Management
Quoting LeadsOpportunity
Mgmt
Forecasting
Territory
Mgmt
Customer
Registry
Service
Support
Service
Contracts
Other Saas Providers …
Enterprise
Data
Warehouse
HR
3Marketeers

25. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 25
East
West
RTP
Software VPN
Internet
Branch
Office
Richardson
IP
Address
Filter
San Jose
CVO

26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 26
User
Authentication
East
West Firewall
RTPRichardsonSan Jose
Software VPN
Branch
Office
CVO
Internet

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SFDCQuoting(CCW)
Quoting
Tool
Link
Quote
Detail

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 Right content at right time via
wisdom of the crowd
 Targeted information based on
profile and preference
 Information aggregated based on
user preferences
 Global collaboration
 Cross-functional architecture
ToFrom
 Information overload
 Irrelevant or redundant content
 Disparate platforms, multiple
sources
 Silo’d communities
 Organizational architecture

29. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
Customized Key
Messages
to Sales Field
Users
Single Location
for All Sales
Resources
Connect to
WebEx
Communities
Sales
Architecture
Content
Real Time
Bookings Data
Sales
Commissions
Personal Sales
Opportunity
Alerts and
Notifications
Real Time User
Feedback On
Functionality

30. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
People
Communities Information
RSS
Discussion
Forums
Virtual
Meetings
Wikis Blogs
Video
Sharing
Unified
Communications
Social
Bookmarking
IM
Platform Building Blocks
Technologies
Web 2.0 Tools &
Technologies
Video
Communication &
Collaboration
Applications &
Services
Personalization &
Relevancy
New Business Capabilities
Integrated Workspaces
New Cisco Workspaces
WebEx/MP Hybrid ClientDirectory 3.0Ciscopedia
FCLN
Finance Collaboration &
Leadership Network

31. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
103k users
14m IM chats/qtr.
65% growth Y/Y
Instant messaging
6k threads
22k messages/qtr.
4% growth Y/Y
Forums
27k Expertise profiles
4.9m searches/qtr.
13% growth Y/Y
Directory 3.0
926 units
88 k meetings/qtr.
62% growth Y/Y
TelePresence
62k users
1.9m mins/qtr.
62% growth Y/Y
Conferencing
25k videos
364k views/qtr.
38% growth Y/Y
Video
378k pages
561k edits/qtr.
58% growth Y/Y
Wikis
Exploding!160 Communities
1.8m hits/qtr.
95% growth Y/Y
FY’11
IWE

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Integrated Workforce Experience
Powered by Cisco Quad
Enterprise Social
Software
Instant
Messaging
Blogs
Wikis Forums
Communities
Applications &
Services
Workforce Services
MyCompensation
MyBenefits
My Approvals
Directory
HR Systems
CRM/ERP
Business
Intelligence
Personalization &
Relevancy
Search
Content
Workforce
Data
Tagging
ID Managemnt
Policy
Management
Cisco Video
Communication &
Collaboration
Cisco Cius
Flip Video Conferencing
Unified Communications
Enterprise Video
Result is a personalized, relevant workspace

33. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
Document
Management
Off-Prem Data On-Prem Data
Web Services Layer
Data Access Policies Layer (entitlements, identity management, authentication)
Common Application Services Layer
Collaboration Applications Layer
Devices Layer
Mobility TelePresenceIP Communications FlipDesktop
Directory Communities Integrated Workforce Experience Portals
Cisco Network Layer TaggingSecurityPolicies
Network Services
Medianet
Transactional
SOA App
AccessRSS Video Wiki Blogs Forums
Calendar Meetings IM TaggingCiscopediaConferencingEmail Directory
TaggingSearch Grouping Notification Content Exposure Collaboration
Web Services API
to transactional
system
(CRM, ERP)
Web 2.0 Data Multiway
Metadata
Video
repository
Transactional
System Data
Document
Repository
HR Data
Transformational /UI Layer (any device, anywhere, anytime)
Data Aggregation Layer

34. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
Data Centers
 215,000 sq ft of
DC space
 52 data centers and
server rooms
14 production/customer facing
38 product development
 20+ MW of UPS power
to raised floors
 30% servers virtualized
 Goal = 70%–80%
virtualized
Cisco
 300 locations in
90 countries
 400 buildings
 65,000 + employees

35. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
Challenges
• Pressure to cut costs
• Underutilized resources
• Storage hypergrowth
• Integration of inherited DC/tech due to acquisitions
• Need to enable new business models
Solution
• Migrate all applications to virtual machines
• Upgrade data center network to Fibre Channel over
Ethernet (FCOE)
• Migrate data center network to Nexus switching
platform
• Migrate all servers Cisco to Unified Computing
System (UCS) servers
Results
• Cost and operational efficiencies: 40% savings
• DC utilization: Up to four times as many virtual
machines; 30% more power available to servers
• Agility and happier application developers: major
reduction in provisioning time
• Server failover recovery via Cisco UCS
VIRTUALIZATION

36. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
Capacity
 Build and occupy
data centers
 Optimize demand
 Consolidate where
appropriate
Growth Enablement
 New markets and
business models
 Global expansion
 User experience
Transformation
 Run IT as a business
 Internal service
provider model
 Service-oriented
architecture
Growth
Enablement
Capacity
Transformation
Resiliency
Resiliency
 Increase data
center tiers
 Multi-site architecture
 Move out of high risk
geographies

37. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
i
Shared Resilient Infrastructure Enables Diversified Business Growth
2x Texas
TBD
BB
2x Amsterdam
1x APAC/TBD
B
A
B
Tier-III (Redundant)
Dedicated building
2x = Dual DC, sync capable
Tier-II (Less Redundant)
Existing buildings
Product Development
Key:
B
Globally Centralized:
Traditional Business Apps
Continental Hub:
Order Processing, Comms
Continental Hub:
Communications
Seed & Scale Software-as-a-Service (SaaS):
Resilient, Scalable, Cost-effective Presence in Each Continent
B
B
B
B
Traditional Business Model
New Business Models
2013
Target Global Data
Center Presence
Latency-Sensitive
Software Development

38. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38Cisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 38
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Sales, Mkt, Mfg, Engr, IT Workforce
Global Data Centers
ServersServers StorageStorage NetworkNetwork
Business Services
ERP, CRM,
Records Mgmt
Client Services
Webex, IWE
eMail, vMail
SOA-based
Pricing
Quoting
Configuration
SOA-based
Location
Services
Presence
Calendaring
OS
Services
IPAM
Services
File / Block
Services
Data
Services
Network
Services
Database Messaging
Services
AuthC /
AuthZ App Servers Directories
SaaS
IaaS
PaaS

39. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
 Cisco’s new business models
 Streamlining sales process
 Benefits for partner
 Increased security
 Ease of doing business
 Single sign-on
 Eliminated duplicate/manual
entries
 Shortened quoting process
Growth
Experience
Productivity

40. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40

41. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
Thank you.