ibsg_four_steps to selling telepresnece

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Copyright 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group 1

Four Steps in SellingCisco TelePresence

Internet Business Solutions GroupMay 2008


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2Copyright 2008 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialCisco Confidential Internet Business Solutions Group

Aligning Cisco TelePresence to CXO Concerns

Selling at the CXO Level Positions TelePresence as Transformational Technology

CXOs create value for their organizations by leading change and transformation. Cisco TelePresence is a transformationaltechnology that creates new sources of growth, productivity, and innovation for all types of organizations. Therefore, you cansell TelePresence most successfully not by positioning it as next-generation videoconferencing, but by showing how it

addresses specific CXO concerns.

CXOConcerns

Degree of Solution Enabled by TelePresence

Improve CustomerExperience

FosterInnovation

Integrate

Globally

Drive CostEfficiency

GrowRevenues

More In-person

CustomerContact

EmployeeProductivity

ImprovedAccess toExecutives

NewBusiness

Processes

CustomerAccess toRemoteExperts

BetterCustomerResponse

AcceleratedDecisionMaking

FasterProduct

Development/Time toMarket

Inter-companyCollaboration/

Communication

CompressedCycle Time /

ReducedSales Cycle

Majority Large Amount ConsiderableAmount

Partial Amount

Source: Cisco IBSG, 2008


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Finding an Executive Sponsor


Finding the CXO Sponsor at Your Client

You can find potential executive sponsors in your clients organization byassessing the degree of alignment of TP attributes with CXO concerns invarious departments.

Improve CustomerExperience

FosterInnovation

Integrate

Globally

Drive CostEfficiency

GrowRevenues

Departments with Potential Sponsors

Research Design Mfg. Sales Mktg. Service &Support

Not as Aligned

CXOConcerns

Highly Aligned Aligned Somewhat Aligned

Lessons Learned

1. Create businessdemand forTelePresence, not IT demand.TelePresence must meet a specificbusiness need to justify the investment.

2. Secure executive sponsorship. Key ITand business leaders should sponsor theTelePresence initiative.

3. Understand the clients funding model.Help assess how the benefits ofTelePresence, including reduced travelexpense, can offset the impact on CapExand OpEx.

4. Be clear about our managed serviceofferings. Most clients want some level ofmanaged service.

5. Encourage client to create a cross-functional project team. Executeflawlessly to validate our solution.

6. Collaborate across Cisco. Include TP

BU, TX BU, AS, Cisco Capital, Cisco IT,IBSG, and others.


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Four Steps to Selling TelePresenceStep 1


Identify the Organizational Structure

The first step in selling Cisco TelePresence is to identify and prioritize the business units, functions, or teams whose needsand concerns best align with TelePresence. You can begin by taking a prototypical organization chart from the clientsvertical industry (this example is based on a high-tech manufacturing firm), then customize it to represent the clients

organization in more detail.

1

ExecutiveTeam

Research& Development

SupportFunctions

Mfg &Assembly

HR &Corp Comm

IT

Legal

Finance

DistributedMfg Mgmt

MfgExecution

Service& Support

Customer SvcMgmt

TechnicalSupport

Service PartsMgmt

Supply ChainManagement

Marketing& Sales

MarketingFulfillment& Logistics

Sales

ChannelManagement

StrategicSourcing

& Procurement

Supply &DemandPlanning


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Early-stage Relationship

Concentrated orScarce Expertise

Short Timeframe to Act

High-value Decision

Complex Informationto Share

Nonverbal CommunicationIs important

Distributed Participantsor Teams

Multicultural Participantsor Teams

Little or no substitute for decision maker or expert(e.g., CXO or SME)

Decision or action is very time-sensitive

Decision or action has large impact on organization,customers, or shareholders

Information to be shared is multidimensional,

quantitative, or qualitative (i.e., not transactional)

Visual communication is important to decision.Situation may involve uncertainty, ambiguity, orfeelings

Meeting participants are geographically distributedand costly to assemble in person

Meeting participants include diverse ethnicities,national cultures, and/or languages

Important to build trust and rapport during initialmeetings with customers, partners, or betweencolleagues

Review TelePresenceAttributes

Step 2 involves a review of theattributes of TelePresence as they relate tothe characteristics of an organization.

Situations ideally suited for CiscoTelePresence include the following:

Require remote access to a decisionmaker or a subject-matter expert

Quick, time-sensitive decision or action isneeded, such as a competitor response,public relations, or business continuity

Involve high-value decisions such as a

merger or acquisition, business strategy, orproduct launch

Require sharing of complex information,such as reviewing a business proposal orengineering diagrams

Non-verbal communication and the abilityto observe human factors (body languageor facial expressions) are important. Forexample, candidate interviews and face-to-face customer meetings

Involve distributed teams or multiculturalparticipants

Rely upon early stage relationships,where it is important to build trust throughface-to-face interaction

2TelePresence

AttributesOrganizationalCharacteristics


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Contact IBSG Economics

for Interactive Model

The IBSG Economics Practice iscurrently evaluating options formaking interactive versions ofmodels more widely available toIBSG and the field.

Score Client Functions According to TelePresence Attributes

The third step is to score each client function according to how well the organizations needs and characteristics align with theTelePresence Attributes. Below is an example of an interactive tool developed by the IBSG Economics Practice to help identifythe client functions best suited to TelePresence.

3


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Use Scores to Identify Client Functions Best-suited for TelePresence

In the fourth step you combine your knowledge of the client's organization, its alignment with the TelePresence Attributes,and the output of the analysis on the previous page. Highlighted below are the groups within a hypothetical clientsorganization that have the best potential for TelePresence sales.

4

ExecutiveTeam

Research& Development

SupportFunctions

Mfg &Assembly

HR &Corp Comm

IT

Legal

Finance

DistributedMfg Mgmt

MfgExecution

Service& Support

Customer SvcMgmt

TechnicalSupport

Service PartsMgmt

Supply ChainManagement

Marketing& Sales

MarketingFulfillment& Logistics

Sales

ChannelManagement

StrategicSourcing

& Procurement

Supply &DemandPlanning

High Alignment


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