Marketing as a Growth Engine

Nand Kishore BadamiChief Marketing Officer, Cisco India & SAARC

The Buying Process Has Changed …

Self-Initiated

90%of customers initiate the first step in the buying cycle & 72% want an integrated marketing approach

Starts Online

11The number of times a customer will “touch” a vendor before making a purchase

Sustained & Personalized

90 days Post-purchase to create loyalty to a solution

50% of consumers will collect, track and barter their personal data for cost savings, convenience and customization

Sources:Engagement booster: Content published on 2 or 3 channels had a 24% increase in engagement – Michael LewisComputer driven: 72% of customers want an integrated marketing approach – E-tailing Group (June 2011)

Follow the Customer JourneyThe Future is NO TOUCH

happy customers

Source: Totango Inc.

Global Demand Center

Contact Data

Use AUTOMATION to Engage Right Contact, At the Right Time,

In the Right Way

Use ANALYTICS to Know the Customer Real Time

Use DIGITAL CONTENT to Motivate Action

• Global Demand Center Persona Work

• Content Marketing Engine• Social Specialists

SMO

Marketing Opportunities Based on Customer Lifecycle

Acquisition

• Captures net new decision makers within an existing customer,

• Net new greenfield customers

• Competitive market share for new products or services

Cross-Sell

• Offers additional products, services or solutions to a specific decision maker within a company that has already purchased products/solutions/services

Migration / Upsell

• Targets installed base with offers to upgrade to a newer or advanced version of a product/service

Role of Marketing is Changing

At Cisco, the focus now is on revenue marketing.

• Repeatable, Predictable, Scalable

• Marketing aligned tightly with Sales, with Revenue Marketing forecast

• Mutually set pipeline with lead rating and scoring

• Revenue-based measures:● % and $ contribution to revenue

● Best-in-class pipeline conversion

Revenue Marketing:Directly Impacts Sales Growth

Revenue Marketing:Directly Impacts Sales Growth

Revenue Marketing moves Marketing from being a Cost Center to a Revenue Center:

oFor you as partners it means:

• Not only creating demand, but also accelerating the time to revenue.

• Not only producing leads, but also doing a great job of converting them.

• Not only producing events that customers love, but also tracking how the event moved them along in their buying process.

• Not simply executing campaigns, but first developing campaigns, programs and plays that are in line with the sales forecast, and are right for the marketplace.

How many feel like you’re already doing this well?

At Cisco, this is our goal. We are on the journey…

Revenue Marketing with YOU

Engage Educate EnticeProspects with

High Engagement Scores

Acquisition & Nurturing

Cisco.comNewslettersDirect Mails

Events & Webinars

Digital/ Social Print

Advertising

Intelligent targeting & programmatic communications via:

FY14 & FY15 Commercial Achievement

FY14 SQL : US $ 55.31 Mn (198% over the target of US$28 Mn) FY14 Bookings : US $ 10.4 Mn (173% over the target of US$6 Mn).FY14 Small Business Booking : US $ 13.77 Mn (POS). Partner Promotion 2 Programs under Velocity* : US$ 21.15 Mn (POS) and US$ 25.1 Mil.

Total FY15 SQL (Q1+Q2) across all EU’s* : $ 20.5 Mn

The distribution business grew 44% year on year (through the aforesaid Disti Marketing DG initiatives).

Total Booking in FY15 Q1+Q2 : $ 3.4 Mn

IoE and

Industries

Collaboration

Data Center + UCS

SP Network SP Video

ENT Network

Services, Partner and Capital

Security

Cloud MobilityServices, Partner and Capital

IoE and Industries (1)

Market Industry Trends (4)

Foundational (5)

LOB buyers and CxO Business value positioning Features both hardened IoE and IoT solutions Includes vertical positioning work for industry

use cases to pull through products and services

CxO and Technology Buying Centers Business value + market strategy Cross-segment portfolio and messaging Pull through the full portfolio

Technology Buying Centers Portfolio positioning Feature product, services, and solutions

Connecting People, Process, Data (Data Platform) and Things (IoT)

Multi-Segment, Disruptive, Cross-Tech Trends Aligned to Cisco Priorities

Best in Class Products, Services and Solutions

FY15 Marketing and Communications PrioritiesWe will execute 10 prioritized integrated campaigns to drive growth

SDAENT ACI

SP ESP

ENT SP

Promotions and Incentives for YOU

Distributors and Tier 2 partners can take advantage of many promotions to drive sales and improve profitability.

Market Awareness

Product Promotions

Partner Rewards

Sales Challenge

World Cup Challenge Australia 2015

Summary & Call to Action

• We have a team to support you with Marketing as a Service

• Together, we can find budgets through JMF, Virtual wallet, Big Bet, Launches & Other funds to help you do revenue Marketing.

• Engage with us more & grow your revenues.

Thank You