Marketing Services Organization

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMSO - Lincoln Havens 1

Scalable Marketing Delivery System

Marketing Services Organization (MSO)

U.S. Commercial Field Marketing


Agenda

Goals & Background

Business Process

System ComponentsWMS - Work Management Module

LMS - Lead Management Module

MAP – Marketing Acceleration Planner

JMF – Joint Marketing Funds

Comprehensive Reporting capabilities

Results & Recognition

Systems Deep Dive


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


50,000Podcasts

US Commercial Initiatives

5MUsers

PropagateContent to

$2BPipelineRevenue

MillionsThrough Viral

Marketing

Reaching

1,000Co-Branded

Partners300,000

BroadcastVideo to

15,000LiveTouches


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.


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 theatrecampaign

Leaddistribution

1 times 100 thousand


Scalable Marketing - Plays

Defined approach and outcome

Standard processes

Common infrastructure, limited variability, measurable

Play owner

Play executor

Play sponsor

One nationalcampaign

Multiple instances or plays

Opportunity

ownership

100 times 1000


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.


Core Business Focus

Marketing System Infrastructure

Partner Led Marketing Plays

Account Manager Plays

Vendor Management - 360

Integrated Business Processes


Innovative Business Process aligning corporate with theater execution

Develop

Automate

Execute

Measure

Optimize Design

Order

TheatreMarketing

The Model


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


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


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

ROILocal relevance

Approval DevelopmentNational 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


WMS System - Design

Vendor selection & integration into process

Detail level step by step lean process design

How the play will work effectively

Setting up cost and price


Vendor Management — 360º Approach

Development Plan between Cisco and vendor for training and

development of services

Quarterly ReviewsOffers two-way feedback

between vendor and MSO Including scorecard to facilitate accountability

AssuringCustomer

Experience

Offers first-hand assessment and

inspection of business

Partner SurveysAllows partner and to evaluate their

experience

Vendor Diversification

Promotes healthy competition and new

innovations


Vendor 360º involves inspecting our business using a variety of techniques, resulting in a comprehensive review

Process includes feedback between AMM’s and MSO

Major Categories

Managing for Customer SatisfactionCustomer focus -commit resources (capital, human)

Customer SupportTechnical skill level/competence of support staff

Performance Results Quality of products, orders and services

Cost/Value ManagementCost variance-actual vs. agreement

Sub CategoriesCustomer focus -commit resources (capital, human) Customer satisfaction/dissatisfaction indicators-methods for determiningContinuous improvement-proactive approachCommunication-problems, organization, business, and industryHuman resources management-selection, staffing, training, and developmentPerformance measures/indicators-documented goals for products or servicesStrategic planning-focus on future requirementsData management-quality and performance (systems, analysis, and reporting)Innovation/technology-introduction of enhanced products and/or servicesTechnical skill level/competence of support staffCommunication-timeliness and effectiveness of changes/updates/problemsResponsiveness-timeliness and follow-through (calls, pagers, inquiries, RFQ’s)Problem resolution-timeliness and effectivenessAvailability-ease of reaching appropriate personnelFlexibility and cooperation-responsive to changing needsAttitude/behavior/appearanceEthical/legal conductEase of doing business-order placement (EDI, fax), return authorization, e-mail, and so onQuality of products, orders and servicesDelivery-timeliness of product or completion of services (on time delivery)Performance measures rate of improvement (trend)Corrective action items-timeliness and effectivenessCost variance-actual vs. agreementCost containment/reductionCost-competitive with market/industryEase of doing business-invoice accuracy, payment process (EDI, purchasing card, and so on)

Detail CategoriesConsistently focused on customer and willing to commit resources necessary 5 ptsFrequently focused on customer and willing to commit resources necessary 4 ptsSeldom focused on customer and willing to commit resources necessary 3 ptsNever focused on customer and willing to commit resources necessary 0 pts

Sophisticated Review Process

Vendor diversity

Partner surveys

Phone monitoring and list seeding

Vendor Scorecard


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


WMS System - Execution

Step by Step Instructions- “To-do list”

Allows for consistent quality execution

Interface between Sales and Marketing

Provides Reporting


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)

Private List Portal - Operations


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 Reporting


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”


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
