creating the architecture vision with cisco v2.2

© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—1© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

Creating the Architecture Vision with Cisco

© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—2

Agenda

Introductions

Share Architecture Sales Experiences

Benefits of adopting an architectural approach

Course Introduction


Learner Introductions

• Your name and Company

• Job Role

• How long have you been Selling?

• Experience of Cisco Architecture Play engagement


Why Architectures Matter

Module 2


Chapter Objectives

On completion of this chapter, you will:• Understand Key Business Drivers and Business Imperatives

• What is an Architecture Framework?

• Enterprise Architectures (ITIL and TOGAF)

• Driving Value with Architectures

• What is the value to You, Your Customer and Cisco


Multiple trends are causing a profound transition that is changing the way that people interact and do business

Business Trends

Explosion of Mobile DevicesMore mobile lifestyle that integrates work and personal life

Android & iOS Tablets

Smart Phones

PCs & Macs

Thin ClientsCloud-Based Applications

The Rise of Cloud ComputingCloud delivery models becoming mainstream

Any Time, Any Place

Across All Devices

Video Becomes PervasiveIncreasing use of video interaction

Employee Collaboration

Customer Collaboration

The Enterprise Becomes SocialSocial Software being used internally and to interact with customersBusinesses need to achieve new levels of ROI by unlocking the expertise hidden in their organizations


Market Pressure IT DriversBusiness Demands

Business Dynamics Driving New Opportunities


Business Imperatives

Putting people at the heart of

communication

By building secure, scalable and

redundant Data Centers

By delivering Any content from Any device in Any

location

Enable Business Speed and

Agility

Maintain Regulatory Compliance and

Manage Risk Well

Enable unified access and support for the next

generation of knowledge workers

Business Imperatives


From Products to ArchitecturesA Shift from Technology Products to Business Architectures

Busi

ness

Rel

evan

ce

Technology Vendor Business Enabler

Products

Solutions

Architectures


Architecture Framework

An architecture framework is a set of tools and processes which can be used for developing a broad range of different architectures. It should:

• describe a method for defining an information system in terms of a set of building blocks

• show how the building blocks fit together

• contain a set of tools

• provide a common vocabulary

• include a list of recommended standards

• include a list of compliant products that can be used to implement the building blocks


Architectural Difference(Do I need an Architecture?)

• If you are building a simple, single-user, non-distributed system, you might need no architects at all.

• If you are building an enterprise-wide, mission critical, highly distributed system, you might need a database architect, a solutions architect, an infrastructure architect, a business architect, and an enterprise architect, but more importantly, an architectural framework.


Many enterprise-architectural methodologies have come and gone in the last 20 years. At this point, perhaps 90% of the field use one of these four methodologies:

– The Zachman Framework for Enterprise Architectures – The Open Group Architectural Framework (TOGAF)– The Federal Enterprise Architecture – The Gartner Methodology

EA Methodologies


TOGAFThe Open Group Architectural Framework

TOGAF is a high level and holistic architecture framework, which is typically modelled at four levels: • Business - Describes the processes the business uses to meet

its goals • Application - Describes how specific applications are designed

and how they interact with each other • Data - Describes how the enterprise datastores are organized

and accessed• Technology - Describes the hardware and software

infrastructure that supports applications and their interactions.

It tries to give a well-tested overall starting model to information architects, which can then be built upon. It relies heavily on modularization, standardization and already existing, proven technologies and products.


• Not an Enterprise Framework!• A framework of Best Practice guidance for IT Service Management

– Has grown to become the most widely accepted approach to IT Service management in the world.

– Is of benefit to all IT organizations irrespective of their size or the technology in use.

• Core principles within ITIL are:

Service Strategy

Service Design

Service Transition

Service Operation

Continual Service Improvement

Introduction to ITIL


• Increased user and customer satisfaction with IT

services

• Improved service availability, directly leading to

increased business profits and revenue

• Financial savings from reduced rework, lost time,

improved resource management and usage

• Improved time to market for new products and services

• Improved decision making and optimised risk.

Benefits of ITIL


The Architecture Approach

• Business Agility– Architectures allow processes to be

more interoperable, enabling the re-use services, utilise all features of existing applications and rapid deployment of new capability as the business need changes

• Risk Avoidance– An Architectural Approach allows

the Operational and Business needs to be planned, understood and coherently delivered

• Cost Savings– An Architectural Approach reduces

the management complexity, delivering cost savings and minimising operational risk

“The artificial walls between business and IT are crashing down and Enterprise Architecture is the bridge to integrate business and IT”

Philip Allega, Gartner, 2011


With a BlueprintWithout a Blueprint

Blueprint equals lower TCONo roadmap can dead-end equipment

CostControl

Upgrade & Replace

All product features are testedTime spent solving “point” problems

NetworkPerforms

Managing“Downtime”

3 architectures - tested end-to-endVendors testing equipment

Clear Roadmap

Too Many Variables

Point ProductVendors

The Value of Network Architectures


• Architecture Sales Overview by Brad Coleman, Borderless Networks, Cisco Systems

Architecture Selling

• http://www.youtube.com/watch?v=XqGe5kMdSPQ

http://www.youtube.com/watch?v=XqGe5kMdSPQ


In your groups:

• Cisco: List the benefits to Cisco of offering the Architectural Approach (Brad mentioned some in the video, but add your own)

• Your Customers: List the benefits to your customers of adopting an Architectural Approach

• You: List the benefits to you in adopting an Architectural Approach

• 15 mins discussion, nominate spokesperson to feedback

Architecture Selling - Exercise


• You: List the benefits to you in adopting an Architectural Approach

• Your Customers: List the benefits to your customers of adopting an Architectural Approach

• Cisco: List the benefits to Cisco of offering the Architectural Approach

Architecture Selling - Exercise


“Over the last decade Cisco's invested approximately $45 billion in research and development as a way to help fuel growth… during that same period, Cisco has also invested $30 billion in acquisitions as another method of building out its product and technology mix.”

Frank Calderoni CFO Cisco Systems Inc September 10th 2010

Cisco Architectural Plays

“Cisco is pursuing an architectural play as opposed to competing on just a product by product basis. It's a strategy that will continue to help the company differentiate versus its competitors. “

John Chambers CEO Cisco Systems Inc September 10th 2010


The three architectural plays are:

1. Borderless Network: Cisco’s core area of routing and switching is evolving into “next-generation routing and switching,” including Cisco WAAS WAN optimization, Security and Mobility

2. Collaboration: Cisco will broaden its emphasis on collaboration tools, make video pervasive, and integrate these tools into networks.

3. Data Center and Virtualization: With its unified computing platform and new server products, Cisco deepens its entry to virtualization and data center markets, posing a threat to the vendors who’ve traditionally held greater market share.

Cisco Architectural Plays


Architectural Strategies

Data Center &

Virtualization

Collaboration BorderlessNetworks


Closing Thoughts

24

Architectural selling has key benefits:

For you, for your customer and for Cisco

Cisco is architecturally aligned with TOGAF

But need to find out what your customer does!

Differentiate yourself by becoming a business enabler

Sell the architecture – not products or solutions

Understand the business and technology trends

These drive the opportunity.


A New Sales Approach

Module 2


Chapter Objectives

On completion of this chapter, you will:

• Thinking in a Different Way – Business Solution Versus Technology Solution

• Customer Vision

• Story boarding methodology


• Cisco historically very successful in selling networks and services

• Moved into application space about ten years ago…..

• IP Telephony > IP Comms > Unified Comms > Collaboration > Business Transformation

• Network has evolved > Breaking down borders > Virtualisation, SaaS

• Holistic, Architectural approach that supports, evolves and grows with the business.

• Help you change the way you think about a sale– Change your mind set– Stop focusing on the products, look at customers vision

Why You Are Here?


Product vs Solution vs Architecture Sale

• Doesn’t consider needs of business

• Single detached sale• Often price driven• No scope to upsell• No scope for growth• doesn’t build loyalty

or trust

• Solution aligned with business needs

• Delivers business value

• Helps maintain price/margin

• Easier to upsell / cross sell

• Potential to enlarge the deal

• Builds customer loyalty & trust

Product Sale Solution Sale Architectural Sale

• Solution aligned with business vision

• Delivers business impact

• Strategic rather than tactical

• Technology is the business enabler

• Builds long-term recurring business


Business Strategy (s)

Business Solutions

Products

Technology Solutions

Early engagement = higher £££ sale

Consultative Selling Approach

Product Driven Tactical Approach

Compete on price = low £ sale

Business Decision Value Chain

Business Vision

Business Vision

STRATEGY

VISION

EXECUTION

How do organisations think


Your Vision

Is

‘what you want to become’

It must be:

ImaginableDesirableFeasible

FocussedFlexible

Communicableand

Challenging

A Company Vision

“To become the most safe, consistent, reliable and profitable of the train operating franchises in a climate that respects different views and people need not be afraid to be open and honest”.

To become the world's leading Consumer Company for automotive products and services.

A personal computer on every desk, and every computer running our software."

To shape the future of the internet by creating unprecedented value and opportunity for our customers, partners, shareholders, and employees

Business Vision

http://www.virgintrains.co.uk/


Cisco’s Business Strategy

Cisco’s Business Solutions

Products

Technology Solutions

To shape the future of the internet by creating unprecedented value and opportunity for our customers, partners, shareholders, and employees

Alignment of Cisco’s sales force under three multi-billion dollar architectural plays

Business Decision Value Chain

Business Vision

Cisco’s Business Vision

Example : Cisco

Catching market transitions that affect our customers (such as video, web 2.0, social media, etc) to evolve the network to be the platform that will change the way we work, live, play and learn


1. Understand your customer needs at all levels – vision / strategy / execution

2. Build your architectural proposition to align with business vision and demonstrate roadmap and architectural strengths against the business needs.

3. Develop and execute a multi-layer sales strategy to articulate yours and Cisco differentiators

Alignment of Cisco vision

with Business Needs

Commercial

leadership

Technology

leadership

STRATEGY

VISION

EXECUTION

Taking a Consultative Approachto be Business Relevant


Requirements

FutureState

CurrentState

GapAnalysis

Release Plan& Roadmap

Taking a Consultative Approachto be Business Relevant

SALES OPPORTUNITES


A Story...


The Story

StoryRequirementHeadache Tablets

Scenario ‘as is’Headache from overworking!

Vision ‘to be’Relaxed

SolutionFishing equipment,

season ticketclothes

BenefitsHeadache gone

Relaxed weekendMore effective at work

Trout for tea


The Quadrant

ChallengesToo much unnecessary stressworking too hardNeed to do something funDifficult time at work

SolutionsNew carbon fibre fishing rodSeason TicketNew fishing jacket, waders etc..Revenue stream….flies, lines, replacement tackle, next seasons ticketRoadmap….boat, 4 x4 to tow boat

VisionTo Relax, glorious summer evenings, peace.

BenefitsHeadache goneRelaxing weekendHappier BossTrout in freezer


• ‘I would like to be sure I understand the underlying issues here. Can we talk about your vision and how it translates into strategy?’

• ‘Let’s step back, examine the big picture and look at how this approach fits in with the company vision.

• I’ve visited your company web site and read the corporate vision, can you tell me how this impacts on your department?

• What does the vision mean to you from both a personal and corporate point of view?• Can you talk me through a typical day in your department?• ‘Can you foresee any concerns the vision and the strategy might not deal with?’• What about priorities?• ‘Are you directly measured against the realisation of the vision?’• ‘How is the company going to realise the vision?’• ‘What do you like and dislike about the ways things are handled now?’• ‘What is it about this approach that makes it useful to you?’• ‘Is there another perspective that someone else might have?’ or ‘How will others look

at this’

Example questions


Architecture Role Play Exercise

Working in your teams select a sample Customer (BN, DC or Collaboration) and using the Quadrant Model, articulate the following:

• The customer’s vision• The customer’s challenges• Possible solutions in the form of:

• Customer strategy• Customer Priorities

Do not focus on Solutions or Benefits yet, we will do that later.

Be prepared to present your thought to the rest of the class

45 minutes have been allocated to this exercise


The Quadrant

Challenges Strategy

Vision Priorities


Cisco’s Architecture Plays

Module 3


Chapter Objectives


• Understand Cisco’s overall DC, BN and Collab Strategy and Vision

• Understand Cisco’s DC, BN and Collab Architecture

• Understand the value of these architectures to your customer

• Understand teh importance of cross-architecture selling


Enable cloud services including people-centric collaboration and other

applications

Rich Ecosystem ofIntegrated Solutions

Enable customers to deploy tested, best of

breed solutions

Enable customers to build and operate private, public

or hybrid clouds

Enabling Cloud Applications/Services by Uniquely Combining the Unified Data Center and Cloud Intelligent Network

Tailored Solutions for Building Clouds

Innovative Cloud Services

Cisco’s Cloud Strategy

http://www.mysql.com/

http://www.qualcomm.com/


Introducing Cisco CloudVerseKey Capabilities for Public, Private and Hybrid Clouds

Cloud IntelligentNetwork

Unified Data

Center

CloudApplications

Cloud Enablement

Services

Unified ComputingUnified Fabric

Unified Management

Collaboration, Video3rd Party Cloud Services

Cloud-to-Cloud ConnectCloud-Customer Connect

Cisco Prime


Cloud IntelligentNetwork

Unified Data

Center

CloudApplications

Cloud EnablementProfessional

Services

CloudVerse Product PortfolioOverview

Nexus Family

UCSFamily

CIAC, UCSM, NSM Cisco Prime

ASRFamily

CRSFamily

ISRFamily

Cisco Technical & Professional Services

Collaboration, VideoVirtual Desk top, Security, IaaS

CLOUD

ON PREMISE

UnifiedCommunications

Telepresence

CollaborationApplications

CustomerCollaboration

SERVICES


Automate Service Delivery

Virtualize the Environment

Standardize Operations

Increased IT Operational Excellence (Agility, Efficiency and Simplicity)

Increased Cloud Readiness (Physical - Virtual - Cloud)

Consolidate Assets

Journey to IT Delivered as a ServiceCustomer View

Consolidate Data Centers

Unify Network Fabrics

Unify OperationsProfile Applications

and Cloud Readiness

Deploy Multi-tenancy

Deploy Integrated Compute & Storage

VM Mobility

Automation & Orchestration

World of Many Clouds





Consolidate Assets



Consolidate Data Centers

Nexus Switches

Network Services Manager

Cloud Readiness Assessment

Services

Virtual Multi-Tenant DC

(VMDC)

Deploy UCS, Vblock, FlexPod

Nexus 1000v, ASA 1000v,

VSG, FabricPath,

FEX, OTV, LISP

Cisco Intelligent Automation for Cloud

World of Many Clouds

Journey to IT Delivered as a ServiceCisco Solutions





Consolidate Assets



Success Stories

• Virtualization and private cloud

• Claims processing time reduced by over 50%

• Consolidation and virtualization

• 38% power savings with UCS

• Greater application agility

• Intelligent Automation

• Self-service IT on-demand

• IT provisioning reduced from 8 weeks to 7 minutes

• Standardization on Vblock

• Integration with customers’ application servers

• Assured application availability


Respond to Business

Challenges

Scale theBusiness

BusinessResiliency

Operational Efficiency

Technology Innovation Benefit

Network Storage Virtualization ManagementCompute Security

Cisco Architectural Advantage

Unified Data CenterThe Architectural Advantage

Reduce TCO

ManageRisk

Manage Growth

ExpandBusinessOpportunities

Time to Value

Busi

ness

Impe

rativ

es


0Infrastructure Costs

DeploymentTimes

ApplicationPerformance

PowerCooling

IT Staffing

30% Less Cost

90% Less Time

30%Faster

60% Less Cost

Deploy 2xCapacityNo StaffIncrease

Cisco Unified Data CenterNew Economics of Agility, Efficiency and Simplicity


Open Resilient Highly Secure IntegratedFlexible Scalable

Cisco Unified Data Center Architecture

Technology Innovation

IntegratedSolutions and Offers

Benefits

Partner Ecosystem

Agility

Simplification

Efficiency

Cisco Data Center

Services Private Cloud Business

Continuity

Virtual eXperience Infrastructure

ApplicationEvolution

Unified ComputingUnified

ManagementUnified Fabric


Business Value

Technical Differentiation

Improve Business Agility

Extend Business Asset Life

Maximize IT Investments

Ensure Compliance

Accelerate Team Performance

Virtualization

Capex and Opex Savings

Unified Fabric

Processing Power

Memory Density

UCS Manager

Application and Database Optimization

Cisco’s Compelling DC Value Proposition

© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—53

Collaboration Architecture


The Cisco VisionThe New Collaborative Workspace

Mobile, Social, Visual, Virtual“The power to bring people together at critical moments, is key to aggregating and amplifying the impact of employees”


Business Use Cases

Click a slide to preview that objective


Unified Communications


TelePresenceCollaboration Applications

CLOUD

ON PREMISE

The Collaboration Portfolio

Unified Communications

UCM 9.0Call/Video

ControlMobility

UC on UCS


CC EnterpriseCisco Voice

PortalCC ExpressSocial MinerMedia Sense

TelePresence

ImmersiveMultipurpose

PersonalVertical

Extensions

Collaboration Applications

WebExWebEx Social

Jabber


ANY CONTENTANYWHERE ANY DEVICE

Wide Variety of Collaboration Technologies

Secure Intra-company

Pervasive Video

Interoperable Open Architecture

EnterpriseSocial Software

FlexibleConsumption Model

Cisco’s Strategic DirectionIntegrated Collaboration Experience


This core is accessed by any combination of end-user clients, devices and applications from Cisco or third parties

Delivering a Consistent Experience

Anywhere, Any Content, on Any Device

Network Services

Medianet Services

CollaborationServices

Client Services


Devices


Integrated Collaboration Architecture

Network Services

Medianet Services


Client Services


Devices

Transport Signaling QoS

Auto-Discovery

Transcoding

Auto-Configuration

Transrating

Resource Control

Transcribing

Workflow

Scheduling and Calendaring

Session Mgmt

Presence / Location

Recording/Playback

Authoring

Real-timeData Sharing

Real-timeMessaging

Search

Semantic Processing

Social Graphing

Metadata Tagging

COMMUNICATION

CONTENT

Client ServicesFramework

Medianet ServicesInterface Lightweight APIs

Messaging

Enterprise Social Software

Conferencing

Telepresence

IP Communications

Customer Care

Desktop Mobile In-Room

Secu

rity

Serv

ices

Iden

tity

Polic

yAA

AEn

cryp

tion

Fede

ratio

n

Prov

isio

ning

Mai

nten

ance

Adm

inist

ratio

nO

pera

tions

Man

agem

ent S

ervi

ces


The Value to the Customer…

Network Services

Medianet Services


Client Services


Devices

Secu

rity

Serv

ices

Iden

tity

Polic

yAA

AEn

cryp

tion

Fede

ratio

n

Prov

isio

ning

Mai

nten

ance

Adm

inist

ratio

nO

pera

tions

Man

agem

ent S

ervi

ces

All devices receive the same level of experience

The entire suite of Cisco Collaboration products is available.

Interoperability with 3rd party products allows the customer to choose their client and endpoint.

An optimal experience is delivered through integrated services, like roaming between devices, call and video quality, as well as location and presence information.

Rich-media or video content from any device can be delivered across any network and is received in a format

that is suitable for the end device

Each application gets the level of service needed from the network.


Success StoriesBusiness Value of Collaboration

Financial ROI

Operational ROI

Strategic ROI

Cost Avoidance Process Optimization Business Transformation Procter & GambleTP-created “Supply Chain of Ideas”; saved millions in travel

BiesseWebEx-enabled customer support, $5K/day savings

Molina HealthcarePooled customer service, handled 20% more calls

Coca-ColaUC-enabled warehouse app,10% productivity increase

Government of CanadaWeb 2.0 knowledge sharing

Duke University Guest Lecturers via TP

Comcast Social software-enhanced customer collaboration


• Reduced decision cycle time from days to hours

• Increased specialist face time with customers by 45%

• Shortened sales cycle for high-touch enterprise deals by 9.7%

• Increased win rate for these complex deals by 2%,

• Average Cisco employee now telecommutes 2 days per week.

• 60% of time saved is spent working• Increased productivity: $320M/year

• Reduced product development time from 4 to 3 years

• 60% reduction in time to market

Source : IBSG Economics of Collaboration, June 2010

Net Benefits of $1.4 billion in FY10

The Economics of Collaboration


Business Value



Staff Attention and Retention

True Business Impact

????


User Experience

Capex and Opex Savings

Integrated Solutions

Consistent User Design

Device Agnostic

Delivery Models(On-Prem & Cloud)

Breadth of Solution

Cisco’s Compelling Collaboration Value Proposition


Borderless Network Architecture


Why Borderless Networks?

BN Accounts for: • 60% of an AM's Goal• 50% of Cisco's Business Revenue• 60% of Cisco's Share value• 70% of Cisco's Profit


User Experience is Business Value

Simpler, more transparent+ Easy to deploy and easier to maintain+ Fewer support calls

Office Hotel Room Café

= Better user experience, better security, and less work for IT teams

FewerRestrictions

SessionPersistence

Trusted Network Detection

OneLogin


Location

Device

Application

More people,

Working from more places,

Using more devices,

Accessing more diverse applications.

The Impact of IT Consumerization


Productivity Linked to Workplace Flexibility

66%

Accept lower-paying job

(10%) for work flexibility

45%

Work extra 2–3 hours a days if

allowed to do so remotely

39%

Expect video to become primary

mode of communications

45%

IT staff struggle to make

workforces more mobile

57%

IT staff—security the

biggest challenge

80%

IT time spent on day-to-day operations (Gartner)


The New Borderless Organization

Securely, Reliably, Transparently

Borderless Experience

Anything

AnytimeAnywhere

Anyone


BORDERLESS NETWORK SYSTEMS

BORDERLESS NETWORK SERVICES

BORDERLESS END-POINT/USER SERVICES Securely, Reliably, Seamlessly: AnyConnect

Mobility:Motion

App Performance: App Velocity

Energy Management:

EnergyWise

Multimedia Optimization:

Medianet

Security:TrustSec

CoreFabric

Extended Cloud

ExtendedEdge

UnifiedAccess

POLICY

MANAGEMENT

BORDERLESSINFRASTRUCTURE

Application Networking/ Optimization

Switching SecurityRoutingWireless

Borderless Network Architecture

Architecture for Agile Delivery of the Borderless Experience

SMART PROFESSIONAL AND TECHNICAL SERVICES: Realize the Value of Borderless Networks Faster

APIs


Business Value



Extend Business Asset Life

Maximize IT Investments

User Experience


Mobility

Reduced TCO

Energy Management

Medianet

Performance (Clean Air/Client Link)

Cisco Prime Management

Security (ISE, AnyConnect, SIO)

Cisco’s Compelling BN Value Proposition


Architecture Role Play Exercise

Working in your teams, examine your potential customer and now identify the following:

• What elements of Cisco’s architectural plays are relevant to this Customer

• Make sure this is in alignment with their strategy and priorities

• What benefits will the customer see from implementing a Cisco architecture



The Quadrant

Challenges Solutions

Vision Benefits


Cross Architecture Selling


Data Center &

Virtualization

Collaboration Borderless Networks

VideoVXI

Cloud

Architectural Intersection


Architecture Overlap

– Changes the level of engagement

– Spot opportunities across other architectures

– Emphasize holistic approach

– Satisfied Customers

Virtualisation

DC

Switc

hing

ACEWAAS

UCS

Collaboration

UC

DMSWebex

TP

Borderless Networks

Wireless

Security

SwitchingRouting


Next Generation Virtual Workspace


Next Generation Unified Workspace

Data Center &

Virtualization

Collaboration Borderless Networks

Unified Workspace


Next Generation Unified Workspace

• VXI Smart Solution

• Cisco Jabber

• BYOD Smart Solution

Collaboration

Virtualization

Networking

Workspace of the Future

Workspace

of the

Future


Cisco Virtualization Experience Infrastructure (VXI)Cross Architecture Play

Virtualization-Aware Borderless Network

VirtualizedData Center

Virtualized Collaborative Workspace

UC on UCS

Desktop Virtualization without the compromises

VDIVirtual Desktop Infrastructure

Cisco VXI

Support for Rich Media / Voice & Video


Success StorySouth West Alliance of Rural Health

Challenge• Deliver IT services to 13 public health agencies• Support extremely mobile clinician staff

Solution• Cisco VXI with Cisco VXC, UC and UCS

Expected Impact• Create more efficient and collaborative patient care

environments• Optimize patient care experience• Increase staff confidence in electronic health records


BEAT THE CLOCK:

Working in your teams, you know have 10 minutes to list as many customer benefits as possible in leveraging all three architectures


Exercise : Cross Architecture Selling

Part One


Exercise : Cross Architecture Selling

Part TwoWorking in your original teams, now identify 3 strategies on how you would create opportunity for a cross-architecture sale with your customer.

• Think about their priorities?• What would be your entry point?• Who would you engage with?



The Architecture Conversation


Chapter Objectives


• Understand the key tips to get an architectural conversation started

• Understand the importance of professional services

• Understand the importance of implementation planning

• Know how to deal with typical objections


• Think different, Be different

• Articulate the business relevancy of Cisco’s architectural solutions, and differentiate that solution from the competition

• Transform the roll of a traditional AM from a cost of sale to a trusted business advisor

• Elevate the engagement level with end customers from IT/purchasing to LoB and CXO

• Input business analysis and business process consulting skills into a architectural sale

• Increase revenue income & lockout competition through becoming a trusted advisor

Think Different, Be Different


Architectural Selling

This is Evolution not Revolution!

The recipe for success is short cycles that deliver: • a clear vision• an actionable roadmap• architectural blueprints (building blocks)• a pragmatic path from the current environment to the

target (implementation plan)• governance that facilitates change and delivers business

results• measurement and effective communication of results


Conversation Frameworks for TDMs

• In addition to everything we have already discussed:– Professional Services– Architectural Blueprints with CVDs or SBA– Implementation Plan– Migration plan


Architectural Planning Services

Advanced and Technical Implementation Services

Product Sales

Conversation Framework for TDMsProfessional Services


Conversation Framework for TDMsCisco Validated Designs


Smart Business ArchitectureConversation Framework for TDMsSmart Business Architecture


[Enter Title]

A common pitfall is to spend too much time on vision, roadmap and blueprints.

The place where most EA programs start to go astray is implementation planning.

In TOGAF, the implementation planning phase is called Opportunities and Solutions

Conversation Framework for TDMsImplementation Plan


Conversation Frameworks for BDMsElevating the Conversation

• For the BDM:

?

• Shift the focus from costs and efficiencies to growth and innovation– E.g. move the DC from a

tactical cost center to a strategic competitive weapon

• Need to gain CxO Strategic Engagement


Executive Level Selling

KNOW MY WORLD• Do your research and homework• Know my pain points• Understand the sensitivities in my role• Know my pressures• Can you be in my network?

Extraordinary Preparation:

1. Fact Finding

Do they use UC? Are they regulated? How do they communicate globally?

2. External Analysis

How good are their green credentials? How good is their customer service?

3. Client’s Strategic Vision

Is collaboration, mobility a part of this?

4. Objectives Analysis

What do they expect of IT?

5. Measures of Success / Identification KPIs and Critical Success Factors (CSFs)

cost reduction?, employee productivity?, carbon footprint?, growth? All have implications for our architectures.

BRING VALUE• Prove Value – proof points, where have you saved money?• Show me what success looks like (and failure)• Show me how you can solve my problems – second guess what I might

need• Where can you take cost out & where can you help to protect revenue?• Can you execute?

BE PRESENT• Show you want to build a long term relationship• Don’t sell to me – listen• Be on my agenda not yours• Can I rely on you to leverage resources?


Executive Level PresencePersonal Credibility

• We won’t be able to tick any of these boxes unless the CxO thinks we are personally credible

• Personal Credibility is vital when dealing with senior executives

• Your Personal Credibility Statement should not focus on why Cisco or why your company, but why YOU.

• Draw on experience with other clients, Cisco’s own I.T. messages (Cisco on Cisco ), successful CxO engagements you have experienced, or any source of personal credibility

Remember this……


Executive Level SellingCIO Archetypes

Traditionalistsfocus on operations

Function Heads.....

• Manage IT Crises• Develop IT talent• Improve IT operations• Improve system

performance• Manage security• Manage the budget

Transformational Leaders.....

• Redesign business processes• Align It initiatives/strategies

with business goals/strategies

• Cultivate the IT/business partnership

• Lead change efforts• Implement new systems and

architecture• Map IT strategies to overall

enterprise strategies

Business Strategists.....

• Develop/refine business strategies

• Study market trends• Develop external

customer insight• Develop business

innovations• Identify opportunities for

competitive differentiation

• Reengineer or develop new sales and distribution channelsIncrementalists

focus on process improvement

Strategistsfocus on enabling business transformation


• Where to start?– Top – – Bottom – gain CIO sponsorship before

tackling other CxO

• How to Start• What to do if cannot engage

– Partners, own cxos, cisco cio exec sponsor

Traversing the Business Lines


• Identify your stakeholders• Analyse stakeholders by impact

and influence• Plan stakeholders

communications and reporting• Engage with your stakeholders

Stakeholder Mapping

Must Haves Possible DC & V Collab BN

CFO CEO DC Architect CCO CISO

CIOCTO

COOCMO

DC Manager Software Buyer

Network Mgr

CMO Server, Storage, Network & Apps Buyers

Horizontal Functions (HR, Corp Comms, etc)

Infrastructure MgrFacilities Mgr


Stakeholder Mapping

CONSIDERATIONS

Power/Authority/Influence?Fears?WIFM?

Personality Profile?Capacity to Block?How to Engage?

How to Neutralize?Hot Buttons?

Relationships/Allies?Metrics for Success?

Experience?View of us/Cisco?

View of technology? VisionProject

Sally Miller

• Sales Director• Committed • Supportive• Has good

experience• Target/Goal driven• Analytic• Unlikely to Block• Wants it faster

Fred Jones

• CFO• Supportive/non

Blocker? • Amiable• Very Influential• Key Ally to CIO• Concerned about

cost• Driven by

Recognition


Still working in your teams, split into pairs – one person is the sales person, the other, either the BDM or TDM, and practice convincing your customer of the value Cisco’s architectural approach


Role Play Exercise


Wrap-Up


How to Succeed:• Recognise that architectural selling is

a strategic sale

• Take a multi-level sales approach

• Agree the Vision, Mission, Goals and Objectives with key stakeholders

• Recognise that cloud adoption will have wide impact – have a plan – walk the customer thru the migration

• Become a trusted advisor to your customer and work closely with Cisco

Best Practices

How to Fail:• Still think selling Cisco is a

technology sale

• Under-estimate your customers knowledge and concern

• Only sell into IT

• Say you will change but continue to do what you have always done

• Only focus on one architecture