A Balance Struck By Joseph Puthussery

VP, Digital Marketing @josephpty

A Balance Struck Joseph Puthussery

2 © 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

MARKETING SALES TEAM

MARKETING


Scale

Opportunity: What do we each have to offer?

•  Deep relationships & engagement

•  Understanding needs & Positioning complex solutions

•  Make business happen

Marketing Sales

Deep engagement

•  Focus on Customer total lifecycle & experience

•  Scaling & Digital Relationship

•  Education & Content

•  Automation with Partners

@josephpty

#marketingsales


Partnerships Formed

Framework Build the foundation

Global Demand Center

Blueprint Centralized vs Decentralized

Waterfall Scale to External

Benchmarks

Platform Automation

Implementation Best Practices

#marketingframework


1. Build a Foundation

2. It’s the Planning, Not the Plan

3. Accountability

4. Communication

5. Execute & Deliver

A Balance Struck


FOUNDATION

1


Common Language

Sales Acceptance!

Marketing Qualified!

Reveals

Sales Qualified Leads!

MARKETING

SALES

Booked Opportunity!

Moment of Truth!

#demandgeneration


Unknown & Known Contacts Unknown, known and existing contacts, focus on pre funnel, during and post funnel contacts.

Reveals

Marketing Qualified Leads (MQL) Sales

Accepted Leads (SAL) Sales

Qualified Leads (SQL) Closed

Business

Demand Generation

Segments & Audiences

Intent & Customer Reveal Focus on next response & iterate •  Testing •  Offer quality •  Content quality •  Personalization

Qualified Leads

Added to Sales Pipeline Booked Deals

Leads Accepted by Sales/Partners

Data Source: Cisco 2012 Conversion Rates and Sirius Decisions Benchmarking Study

Cisco: 41% Best: 75%

Cisco: 3% Best: 10%



Engagement

Opportunity

Bookings

Recurring Revenue

Cisco Today!

#demandgeneration


FOUNDATION

1

#demandengine


Paid | Earned | Owned

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!

Intelligence and predictive analytics!

SFDC

Audience segmentation!

Engage

Relevant Offers

Marketing Automation:

DMP CRM

#demandengine


EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH

Building Blocks to Connected Customer Experience

Identify & Understand Audience

Create Engagement & Orchestrate

Experience

Build and Personalize

Content

Analyze, Report and Optimize

Magic that Makes it Happen

✓  Persona Development ✓  Offline ✓  Digital

✓  CRM & Partner ✓  Commerce ✓  Social

Data

✓  Audience Analytics ✓  Cross Channel Insights ✓  Social Analytics

✓  Marketing Resource Mgmt ✓  Attribution ✓  Dashboards & Scorecards

Analytics, Reporting & Attribution

✓  Content Planning ✓  Content Workflows ✓  Social Listening

✓  Topic Modeling & SEO ✓  Cross Channel Publishing ✓  Testing & Evaluation

Content, Personalization &

Testing

✓  Program Orchestration ✓  Marketing Automation ✓  Campaign Management

✓  Message Designer ✓  Lead Nurturing & Scoring ✓  Rapid Retargeting

Channel Platforms & Orchestration

#marketingplatform


Marketing Technology Stack

Data Platforms & Providers

Channel Platforms &

Orchestration

Content, Personalization &

Testing

Analytics, Reporting & Attribution

Analytics Scoring Engines

Video

Attribution

Marketing Automation

SEO

Webinar

CC & Chat

Social Mobile Events XRM

Sureshot

DMP ABM Data Repository Tagging

Content & Publishing Testing Search and Collaboration

Under Evaluation

Reporting & MRM

Trillium

Dynamic Signal

Data

#marketingplatform


TECHNOLOGY ENABLING …

FOUNDATION

1


Sales & Partners

360 view of data customer across contact, account,

& lead.

Data visualization & execution based

on predictable insights

Customer 360

Account Based Marketing

Prioritization & Prediction

Partner Engage

Common tool providing services, content, leads, &

Investment

Lead scoring, prediction,

automation & connected intelligence


Customers

Personalized interactions based

on data & interactions across

many channels

Seamless experience across

any device and every channel

Personalized Omni-Channel Real-Time Engaging Experience, art,

design and simplicity makes for

an extraordinary engagement

Dare to start right now. Be in the moment and

leverage every emotion


Maintain Organizational

Visibility

Inspect & Review

Assign Ownership

Keep it Simple Make it Relevant

Managing the Business with Shared Goals

“Setting goals is the first step in turning the invisible into the visible.” –Tony Robbins

$1B


Annual Revenue Summit

Regional Agreement & Commitment

Accountability levels AM,

RM, OD, AVP

Best Practices

Consistent Data

Foundation – removes

doubt

Give them “Their” cut of the data

Talk Sales Language

Excitement and a “Little” Competition

1 2 3 4

5 6 7


Global Performance FY16 Opportunity Value ($M) and Conversion Rates

26%

32%

30%

31%

38%

45%

46%

58%

47%

47%

54%

63%

54.5%

0%

10%

20%

30%

40%

50%

60%

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

Q1'13

Q2'13

Q3'13

Q4'13

Q1'14

Q2'14

Q3'14

Q4'14

Q1'15

Q2'15

Q3'15

Q4'15

Q1'16

Q2'16

Conversion

Rate

(MQL to Opp

ty)

Opp

ortunity Value

($M)

Greater China

APJ

EMEAR

AMER

Global Conversion

3% 13%

28% 31% 38% 43%

51% 52% 42%

56% 59% 47.60%

67.50%

0%

20%

40%

60%

80%

$0

$200

$400

$600

$800

$1,000

Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16

AMER

$124 $90

78% 75% 59%

85% 53%

64% 91%

53% 64% 95% 79%

68% 59%

0%

20%

40%

60%

80%

100%

$0 $200 $400 $600 $800

$1,000

Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16

GC

3% 17% 11% 13%

22% 32% 33%

39% 34%

46% 43%

64% 60.10% 76.60%

0%

20%

40%

60%

80%

$0 $200 $400 $600 $800

$1,000

Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16

EMEAR

$143 $203

29% 55%

38%

35%

72%

75% 53% 57%

47% 47% 57%

68% 58.10% 58.60%

0%

20%

40%

60%

80%

$0 $200 $400 $600 $800

$1,000

Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16

APJ


Innovative Relevant Constant


5 EXECUTE AND DELIVER


Region

Geography

Technology

Engine

Bookings

Top & Middle Funnel

Outlook

•  Omni-Channel

•  Expanding our partner footprint

•  Big data analytics à anticipating & predictive

•  Integration external and internal touchpoints

•  Real time content optimization

•  Commerce engine

FY16

$5.x BILLION


Progress

Global Opportunity Generated

, $ , ,


•  Is your marketing keeping pace with changing technology and buying behaviors?

•  Are you transforming your marketing to being a goal-oriented function?

•  Are you thinking about marketing as a revenue generation machine?

Joseph Puthussery VP, Digital Marketing @josephpty

Thank You

A Balance Struck By Joseph Puthussery

Marketing

Transcript of A Balance Struck By Joseph Puthussery