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This document is Cisco Confdential.
For Cisco Internal and Reseller use only. Do not distribute.
Services Guide
Selling Proessional Services
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2011 Cisco Systems, Inc. All rights reserved. This document is Cisco Condential. For Cisco Internal and Reseller use only. Do not distribute. 1< >
Topic Snapshot
How to Use This Guide
This document can help Cisco partners1,particularly owners, managers, and sales teams,learn how Cisco Proessional Services, ormerlyreerred to as Cisco Advanced Services, can helpevolve their proessional services practice. We willdiscuss the role o Cisco Proessional Servicesand describe the portolio o services oerings.We will help you identiy how to best use theseoerings to support and achieve your businessgoals while bolstering your own services oerings.
The Cisco Services Accelerate Program
This services guide is part o the Cisco ServicesAccelerate Program, which is a training andincentive 2 program or eligible Cisco channelpartners and is available worldwide. The programis designed to help you and your teams sell CiscoServices more eectively and grow your business.
1The term partner does not imply or signiy a legal partnership relationship
between Cisco and the Cisco reseller or other party.
2Incentives not available in all regions.
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
What You Need to Know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
What You Can Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Cisco Branded Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Cisco Collaborative Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Strategies or Successul Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Important Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Contents
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Executive Summary
Cisco is evolving our business to a more collaborative model that puts our partners at
the center o the customer relationship. We are developing new oerings that provide
the skill sets, engineering, and intellectual property to back you up where and when
you need it. This services guide explores the benets o oering proessional services
to help your customers realize the ull potential o their IT investments. Embracing
proessional services as an integral part o a services practice will help you reinvent
your business model and place you in a stronger position to sell architectural solutions
to your customers. Taking an architectural approach enhances your relationship with the
customer, provides new sales opportunities, and increases protability.
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Value o Leading with Proessional Services
Cisco Proessional Services, ormerly reerred to as Cisco
Advanced Services, help customers optimize their network
investment and speed migration o advanced technologies. By
leveraging Ciscos networking expertise, customers can better
optimize IT services, integrate new technologies into their core
inrastructure, manage change, and continually enhance network
perormance, availability, and security.
For partners, selling proessional services extends your
customer interaction beyond a product sales relationship. With
proessional services, you can provide comprehensive, strategicand innovative solutions which can position you to play a greater
role in your customers success. Selling services oers the
opportunity or partners to earn higher margins, generating a
recurring revenue stream through the sale o services renewals.
A typical service gross margin or a Cisco partner running a
successul services business is 18 to 25 percent3an attractive
alternative compared to product margins that can be as low as
one percent.
With more than 80% o Ciscos annual product and services
revenue fowing through our partners, services represent a
signicant growth opportunity. Additionally, o this $41B servicesmarket opportunity, Cisco Services currently participates in
less than 20% o the marketcreating an enormous opportunity
or our partners. We expect partners to generate 5-10 times
the services revenue o Cisco. Selling services can help you
extend, grow, and transorm your business, providing you with
the opportunity or higher gross and net margin dollars as well as
predictable recurring revenue.
What You Need to Know
Cisco partners are in an excellent position to support customer
business issues and help solve their challenges. Cisco partners
serve as trusted advisors to their customers, guiding them
towards solutions that best address their needs throughout
the network liecycle. Cisco helps you build a robust service
practice, strengthen the services you sell and add depth and
breadth to your service portolio. Cisco oers a variety o
programs and partner enablement resources that enable you to
sell and deliver services. With little or no investment in support
inrastructure, you have the opportunity to oer your customers
direct access to Cisco expertise and proactive resources that
keep their business up and running.
3Source: National Association o Computer Consultant Businesses (NACCB)
2009 Operating Practices Report
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Our Build capabilities help you to you successully transition to
your architectural solution. Specic build services capabilities
include: Architecture and Deployment, Migration, and
Integration.
Our Run capabilities help you meet operational requirements
and optimize your IT inrastructure to help assure that you
continue to get the most out o your investment as your
business evolves. Specic run capabilities include: Product
and Solution Support, Network Perormance Analytics,
Network Peer and Industry Benchmarking, Architecture
Operations Assessments, Architecture Optimization, and
Remote Monitoring, Diagnostics and Alerts.
We knew that i we didnt use Ciscos network planning and designservices at the beginning, wed pay or it in the end.
Manager o Systems and Networks, Health Care Provider
Cisco Liecycle Services Approach
The Cisco Liecycle approach to services denes the requisite
activities at each phase o the network liecycle to help ensure
service excellence. The Cisco Liecycle Services approach
(Figure 1), along with supporting methodologies and training,
provides you with opportunities to increase your protability by
helping you to improve your skills, enhance your own portolio,
and expand your services practice.
Our Plan capabilities help you plan and design technology
solutions that allow you to respond to new opportunities
including upgrades, business expansion, or mergers. Specicplan services capabilities include: Business and Architecture
Strategy Alignment, Architecture Planning and Design,
Architecture and Technology Assessment, Facilities Planning
and Design, Architecture Security, and Architecture Design
Validation.
What You Need to Know (continued)
Figure 1. The Cisco Liecycle Approach
PlanPrepare Design Implement Operate Optimize
Plan Build Run
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The Cisco Proessional Services Portolio
Cisco Proessional Services help businesses in the prepare,
plan, design, implement, and optimize stages o the liecycle
(Figure 1). By engaging with Cisco Proessional Services in
these stages, you can be ront-and-center as your customers
transorm their businesses.
The availability o Cisco Services or resale is dependent on geo-graphic region, the terms o your contract with Cisco, and whetheryou purchase directly rom Cisco or through a Cisco AuthorizedDistributor. I you have a direct relationship with Cisco and have
questions about what services you can resell, please contact yourCisco channel account manager. I you purchase through a distribu-tor and have questions about what services are available or you toresell, please contact your distributor.
The Cisco Proessional Services portolio is comprehensive,
and services can be customized to meet the needs o your
customers based on their specic business objectives. Cisco
can work with you to determine the specic services that
address customer requirements.
Figure 2 shows a range o Cisco Proessional Services
capabilities that are available. These capabilities are
representative and not all-inclusive, but they will give you an
idea o the range o the oerings. You can position yoursel as a
trusted advisor by working with Cisco to determine the specic
services necessary to address your customers requirements.In the top band in Figure 2 are services capabilities that are
typically associated with new opportunities, such as upgrades,
business expansion or merger. These capabilities address the
critical alignment, justication and planning phases o a project.
What You Can Sell
Figure 2. Cisco Proessional Services Capabilities
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The middle row in Figure 2 represents the design and
implementation capabilities that can help you successully
transition to new opportunities.
The bottom row o capabilities in Figure 2 help meet operational
requirements and optimize network perormance; they include
perormance tuning, education, IT process improvement and
sotware support. They help customers receive maximum value
rom their IT investments as they plan or uture business needs.
Partner Go-To-Market
Cisco oers two sales approaches or our partners. The rstis Cisco Branded Services, where partners take existing Cisco
Proessional Services delivered by Ciscos Advanced Services
practice and resell themwithout changing the service. The
second is Cisco Collaborative Services, where Cisco shares its
service oerings and intellectual capital with partners, and you
customize them and sell directly to the customer.
Cisco Branded Services
Cisco Branded Services are sold by partners and delivered by
Cisco experts who have extensive networking, business and
technology experience in large networks. You take an existingCisco service and resell it. Cisco Branded Services enables you
to provide your customers with support services without having
to make signicant investments in developing and operating your
own support inrastructures.
Any resale Channel partner can resell Cisco Branded Services.
There are some limitations in the ollowing areas: i the services
are related to technologies covered by an ATP, or example
Cisco TelePresence, and or Tier 2 partners reselling SOW-
based Cisco Proessional Services or the Network Optimization
Service. A complete list o the Cisco Proessional Services
available or resell at listed on this link: http://www.cisco.com/
web/about/doing_business/legal/service_descriptions/index.
html#~2
Cisco Collaborative Services
Cisco Collaborative Services helps specialized partners build
or add to their proessional services practices. Since this
sales guide ocuses on selling proessional services, were
concerned with one specic Cisco Collaborative Service, called
Collaborative Proessional Services. Collaborative Proessional
Services gives you the ability to take existing Cisco ProessionalServices and add personalized solutions or your customers.
Collaborative Proessional Services is designed or partners who
have in-house services expertise, but may need to call on Cisco
or additional support in specic areas. It takes Cisco intellectual
capital, expertise, inrastructure, and services, and combines
these with your own services, expertise, and capabilities. By
selling tailored oerings, you create opportunities to reach new
customers, and you also get new ways to engage with existing
customers. Partner benets include:
Reduce capital investments required to grow a proessional
services practice
Eectively scale proessional services to meet customer
demand
Increase customer loyalty with real-time network intelligence
that provides proactive problem resolution with greater
consistency and accuracy
Gain a competitive edge in penetrating new and existing
accounts
What You Can Sell (continued)
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Collaborative Proessional Services is the rst collaborative
service portolio that is sold to partners to support their
proessional and managed service practices. It was designed
or organizations with 250-5000 employees or connected
users including markets such as midmarket, small enterprise,
local government and education. Collaborative Proessional
What You Can Sell (continued)
Services are not available to all partners. Only partners who are
specialized in the technology they are ordering can purchase
Collaborative Proessional Services. Cisco may require ATP or
other specializations as a pre-requisite in addition to partner
certication in order to meet the requirement or purchasing
certain Collaborative Proessional Services oerings.
Table 1. Cisco Collaborative Proessional Services Portolio
Borderless Networks Collaboration Data Center
Routing andSwitching
Security WLANUniied
CommunicationsVideo/TelePresence Data Center Virtualization
Routing & SwitchingAssessment
Routing & SwitchingAssessment Multipack
Multi-Day Router & LANSwitch Audit
Security Mgmt Planning& Design Guidance
Security Mgmt Planning& Design Development
Uniied SecurityPlanning & DesignGuidance
Uniied SecurityPlanning & Design
Development End Point Security
Planning & DesignGuidance
End Point SecurityPlanning & DesignDevelopment
Network DeviceSecurity Assessment
WLAN Planning& Design Guidance
WLAN Planning& Design Development
WLAN Voice Planning& Design Guidance
WLAN Voice Planning& Design Development
UC Planning & DesignGuidance
UC Planning & DesignDevelopment
Uniied-Contact CenterExpress Planning &Design Guidance
Uniied-Contact CenterExpress Planning &
Design Development Uniied Communications
Call Mgr Assessment
Uniied CommunicationsUnity Assessment
Uniied Contact CenterAssessment
UC on UCS Planning& Design Guidance
UC on UCS Planning& Design Development
CPS Network ReadinessAssessment
Video SLA Assessment
TelePresence Planning& Design Guidance
TelePresence Planning& Design Development
DC WAAS Planning& Design Guidance
DC WAAS Planning& Design Development
DC Nexus Planning& Design Guidance
DC Nexus Planning& Design Development
DC ACE Planning
& Design Guidance DC ACE Planning
& Design Development
UC on UCS Planning& Design Guidance
UC on UCS Planning& Design Development
Practice FoundationManagement
UCS Planning & DesignGuidance
UCS Planning & DesignDevelopment
UCS Program ManagerAccelerator
UCS Partner PracticeLab DemonstrationAccelerator
UCS TechnicalConsulting Accelerator
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Promote Ciscos Three Architectures
Customers no longer buy technology, they seek solutions to
business problems. Cisco partners who can help their customers
meet their evolving business needs are in an excellent position
to uncover new opportunities or sales o Cisco product and
services. However, this approach requires a transormation o
your own business model.
Although there is plenty o competition at the product level, ew
vendors can help solve customer problems at the system level.
Cisco has developed an architectural approach that lets you
address your customers needs in a more holistic way. Ciscosarchitectural approach enables you to directly link the network to
your customers business and organizational perormance. It also
gives you the power to predict and improve IT services quality.
Cisco Services enable you to take the architecture vision and
scale it into your customer engagements.
An architectural approach:
Engages customer executives in trusted relationships with you
Enables you to provide increased customer value
Helps you to better understand customers business goals
Lets you partner with Cisco to provide solutions that use Cisco
technologies
Improves or extends your capabilities
Cisco has identied three network-centric architectures that are
essential to the evolution o the network:
Strategies or Successul Selling
Borderless Networks: A Cisco next-generation architecture
that delivers the new workspace experience, connecting
anyone, anywhere, using any device, to any resource
securely, reliably, transparently
Collaboration: A portolio o solutions to enable collaboration
within the company and around the world
Data Center: A cohesive system uniting the network and
virtualized computing resources
Both Cisco Branded Services and Cisco Proessional Services
support all three architectures. They automatically give
you an Architectural-based services portolio that you can
sell to customers. By giving you the ramework to deliver
architecture-based solutions to customers, were helping
to change your relationship with your customer, making you
more o a consultant. The result is a deeper relationship, more
opportunities to sell, and bigger margins.
A complete list o the services by Architecture can be ound at
the ollowing websites:
Services or Borderless Networks
www.cisco.com/en/US/partner/products/ps10716/
serv_group_home.html
Services or Data Center
www.cisco.com/en/US/partner/products/ps10364/serv_group_
home.html
Services or Collaboration
www.cisco.com/en/US/partner/products/ps11250/
serv_group_home.html
http://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.html7/31/2019 Value Cisco as Sg
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Strategies or Successul Selling (continued)
Lead with Proessional Services
By leading with a proessional services engagement, you can
help your customers identiy their challenges and opportunities
and design and implement a solutions architecture that
addresses those needs. Oering these services early in
the sales cycle helps you learn important inormation about
the customer that inorms the entire sales process and
enhances your ability to generate incremental revenue rom
implementation services, hardware and sotware sales, and
support solutions.
Cisco partners can benet rom Cisco Proessional Services toexpand their proessional services portolio. In addition, partnerscan take advantage o the Cisco Liecycle Services approach andthe tools and templates available through Cisco Steps to Success toexpand their proessional services.
The seeds o success or a customer engagement are planted in
the planning and design phases. A deep bench o experienced
sta participating in these critical phases can dierentiate your
company and provide credibility or your approach.
Cisco has a fexible go-to-market strategy that lets partners
oer their own brand o proessional services. Partners can also
use Cisco intellectual property to build or expand a proessional
services practice. Partners who do not have plans to build their
own proessional services practice can either work with Cisco
or resell Cisco Proessional Services.
Focus selling activities on securing consulting engagements that willultimately promote sales o all product and ollow-on services.
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How Can You Evolve Your Proessional Services
Practice?
It is clear that Cisco Proessional Services will have an immedi-
ate eect on your business, here are steps you can take today to
help you get started:
Tap Cisco experts: We are here to help you help your
customers align business and technology by oering industry
consulting and senior technology skill through our Cisco
Proessional Services oerings. Tap Cisco experts in vertical
industries, enterprise architects, business analyst experts, and
project managers. Our resources are highly skilled Cisco ITarchitects, ormer CTOs or CIOs o large organizations, and
experienced senior consultants who can help you reach out to
both IT and business decision makers.
Invest in training: Cisco is ready to help you and your
sales sta understand not only the benets o our Cisco
Proessional Services oering, but also how to eectively sell
solutions. Search or Cisco Proessional Services topics in the
Cisco Services Accelerate Program. The Cisco Accelerate
Program oers important Cisco Proessional Services training
or owners, managers, and sales sta.
Access critical resources:
Visit the Cisco Advanced Services website to learn about all
o the available oerings.
Take advantage o partner resources designed to help
evolve your services practice:
Partner Practice Builder oers a proven, simplied
approach to building a Cisco solution-based practice,
whether by building a new practice area rom start
to nish or by improving a current practice. This
consistent, repeatable process will enhance productivity
by minimizing trial and error, thereby helping you build
protability and repeat business more quickly. Instilling
repeatable business processes will enable you to better
serve existing customers, enter new markets, oer new
services, and improve customer satisaction.
Steps to Successis a business-building platorm
that provides a step-by-step engagement model
to grow your capabilities or selling, delivering, and
supporting Cisco Advanced Technology business
solutions throughout the network liecycle. Steps to
Success provide project methodologies and associated
resources that help improve time to competency,
productivity, and protability by promoting consistency
and repeatability across the customer engagement.
Leading Practices or Partners and Services Practice
Templates, available on the Steps to Success website,
are designed or Cisco partners who want to build,
grow, or expand their services business. As a Cisco
partner, you can immediately use these resources
on any project to enhance your delivery capabilities
and reduce your time to market. Leading Practices
or Partners provide a how-to approach and include
executable action plans across the areas o technology
practices, sales/marketing, services delivery, and
support services. Services Practice Templates are a
mixture o checklists, guides, and other eld-proven
documents that assist in the implementation o these
Leading Practices or Partners.
Cisco Services or Partner website: Cisco oers ser-
vices resources that can help partners build and grow a
services practice, increase revenue potential and prot-
ability, learn about options or selling Cisco Services,
and learn about a wide range o tools and resources.
Action Plan
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Cisco Partner Central
www.cisco.com/web/partners/index.html
Cisco Steps to Success
www.cisco.com/go/stepstosuccess
Cisco Advanced Services
www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.html
Cisco Branded Services
www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.html
Services or Borderless Networks
www.cisco.com/en/US/partner/products/ps10716/serv_group_home.html
Services or Data Center
www.cisco.com/en/US/partner/products/ps10364/serv_group_home.html
Services or Collaboration
www.cisco.com/en/US/partner/products/ps11250/serv_group_home.html
Important Links
http://www.cisco.com/web/partners/index.htmlhttp://www.cisco.com/go/stepstosuccesshttp://www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.htmlhttp://www.cisco.com/go/stepstosuccesshttp://www.cisco.com/web/partners/index.html7/31/2019 Value Cisco as Sg
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Americas HeadquartersCisco Systems, Inc.San Jose, CA
Asia Pacific HeadquartersCisco Systems (USA) Pte. Ltd.Singapore
Europe HeadquartersCisco Systems International BV Amsterdam,The Netherlands
Cisco has more than 200 offices worldwide. Addresses, phone numbers, and fax numbers are listed on the Cisco Website at www.cisco.com/go/offices.
2011 Cisco and/or its affiliates. All rights reserved. Cisco and the Cisco Logo are trademarks of Cisco Systems, Inc. and/or its affiliates in the U.S. and other countries. A listing of Cisc o's trademarks can be found atwww.cisco.com/go/trademarks. Third party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any othercompany. (1005R) C07-690443-00 1011
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