the holy grail: connecting marketing with sales by blair christie

THE HOLY GRAIL CONNECTING MARKETING WITH SALES

Blair Christie

SVP & Chief Marketing Officer

September 17, 2014

AdAge CMO Strategy Summit, San Francisco

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BEHIND EVERY…

Company Name Search QuerySocial Interaction Mobile Device

MARKETING IS B2ME

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THE BUYER’S JOURNEY HAS

CHANGED

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SALES & MARKETING

ALIGNMENTWAS INEVITABLE

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Zero-Touch Automation

WHAT DO WE EACH HAVE

TO OFFER?

• Valuable customer data

• Warmer leads, not contacts

• Faster qualification times

• Automated partner platform performance

• Valuable data on leads provided

• Personal+ Digital relationship

• Company insight

• Joint accountability to revenue

Marketing Sales

Highest Uptime and Quality

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Cisco Confidential

VELOCITY

VOLUME

VOLUME VALUE

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VOLUME

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THOUGHT LEADERSHIP IS

NOT OPTIONAL

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EMOTIONAL CONNECTIONS

ARE KEY

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CUSTOMERS WHO FEEL EMOTIONALLY

CONNECTED

Source: CEB/Motista Survey, n=3,000

70%

40%

10%

B2C Brands B2B Brands

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The Internet of Everything is changing everything.

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VELOCITY

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Corporate Executive Board

“…of the purchase decision is complete before a customer

even calls a supplier.”

“…of the buyer’s journey is now done digitally.”

Sirius Decisions

57% 67%

DOUBLE DOWN ON DIGITAL!

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CONNECTED CUSTOMER

INTERACTIONS & SCALE

Cisco.com Digital

Platform

Unique, relevant offers and recommendations personalized to the customer

Data is given to the entity best suited to fulfill the customer needs

Marketing Automation: Intelligence and predictive analytics

Partner

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WHERE CISCO IS

TODAY

in Global Sales Pipeline for FY14

,,,$

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A MARKETING

SCRUM

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MAXIMIZING

SALES ENABLEMENTSOLUTIONS

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VALUE

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TARGETING NEW

BUYINGCENTERS

Network ManagerNetwork ManagerVP Infrastructure

CEO

Server/Storage Buyer

VP Desktop Apps

CIO

SP CTO/CMO

Security Architect

SP Product Manager CISO/CSO

Line of Business Leader

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DID YOU KNOWVERTICAL SOLUTIONS PROVIDE MORE REVENUE?

AverageProduct Sale

SI Sale Average

Solution SaleAverage

Revenue per Sale

% Increase from Product Only Sale

% G

row

th

Sa

les

Re

ve

nu

e$626,394

479%

$243,777

125%

$108,242

Source: Cascade Business Group Research

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LOYALTY

• Discuss loyalty piece here..

LOYALTY

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VELOCITYVOLUME VALUEAIR COVER

AWARENESS

SELL FASTER

BETTER ENABLEMENT

LARGER DEALS

CUSTOMER RELEVANCY

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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?

Do you create emotion with your thought leadership activities that carries through everything you do?

TOMORROW starts here.