dfb2b 2016 - marketing ambition the journey so far

Patrick JanssenMarketing Lead Netherlandspajansse@cisco.com / @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