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Patrick JanssenMarketing Lead [email protected] / @pjanssen1
Cisco’s MarketingAmbitionThe journey so far…
Fuel the Commercial Business
Culture of Marketing and Sales
Connect the Marketing Teams
Sales Acceptance
Marketing Qualified
Responses
Sales Qualified Leads
MARKETING
SALES
Moment of Truth
Booked Opportunity
Common LanguageFinding a Language that Everyone can Teach, Learn, Understand, and Apply
GOALS
FY14 – FY15 FROM PLAN TO RESULTS
$-
$50
$100
$150
FY14 Target - $250 Million FY15 Target - $1.024 Billion
Targets
$113.2M $221.4.3MTotal Q1 Opportunity Value Total Q2 Opportunity Value
$264M $329.5MTotal Q3 Opportunity Value Total Q4 Opportunity Value
$219.4M $434.9MTotal Q1 Opportunity Value Total Q2 Opportunity Value
$630.8M $671.5MTotal Q3 Opportunity Value Total Q4 Opportunity Value
Actual Results
Targets
67%of the customer’sjourney is nowdone digitally
Source:Sirius Decisions,The Marketing Organization in 2017
57%of the purchasedecision iscomplete beforea customer evencalls a supplier
67%of the customer’sjourney is nowdone digitally
Source:Sirius Decisions,The Marketing Organization in 2017;Corporate Executive Board, The End of Solution Sales
Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study;Hubspot 2012; IDC 2012 EAG Buyer Experience Survey
use support forums andtechnical discussions to inform the purchase decision
60%
of B2B buyers usesocial media duringthe purchase process(LinkedIn, Twitter, Facebook)
85%
of customers initiate the first step in the buying cycle, not sales
90%
The Business of
REAL TIME!
@DMScott / #mktgvelocity
@DMScott / #mktgvelocity
New Digital Businesses
World’s largest taxicompany owns notaxis.
The largest accommodation provider owns no hotels.
World’s largest movie house owns no cinemas.
Our Vision Is to be an Innovative Leader InReal-time, Personalized Marketing and Communications.Our OpportunityLies in Creating Unified, Omni-channel
Digital and Human Experiences.
PredictiveAudience,Market,Industry Behavioral Insight
ResponsiveOmni-channel,Relevant
PersonalizedContextDriven, EmotionalConnection,Anticipative
Attributes of Innovative, Personalized,Real-time Marketing and Communications
InsightDriven
Content yourCustomers wantto Engage with
-Ken Kesey, author of “One Flew Over the Cuckoo’s Nest”
“To hell with facts. We need stories!”
Primary
• U.K• France• Germany
Secondary
• Eastern Europe• Southern Europe• Northern Europe• Russia• Middle East• Africa
9 Content TeamsCloser to the customer
Contagious Content
122kTotal Engagements
750 455Favourites Retweets
420kVideo Views
>350New Followers
117kMedia Engagements
1.6kSocial Responses
5.5kClicks
1. Disrupt yourself.
2. Partner with the business.
3. Do you have the right resources?
4. Content is King!
5. Use technology.
Customer Experience