Cisco Partner Marketing Forum – 4 th June 2015 Marketing Matters Ray Kloss Director of Marketing, ANZ

2 World’s Top 40 Brands beat the Market by 73%. 700 Corporate B2B Decision Makers – Brand is as important as the Sales engagement. Digitisation and especially mobile (Mobilegeddon) are the new battlegrounds for brands. McKinsey May % Amount by which strong brands outperformed the market in 2014

3 The new “ABC” of IT – Analytics (Big Data Market); BYOD (3.3 devices per employee); Cloud (60% of Server Workload Virtualised); Changing Demographics – Asian Middleclass; exit the Boomers, enter the Millenials in decision making; User Centricity - Me + Free + Easy demands; Changing Economics - Falling experimentation costs (experimentation is the new planning); Growth of the Sharing Economy Consumerisation of B2B – Know me before you meet me; goodbye B2B Sales Funnel; Multi- channel 24x7 McKinsey May 2015 Megatrends facing B2B Sales & Marketing Teams

4 Use Big Data as an unfair advantage. Share your pitch before you meet them. (Give away your IP....) Manage the multi-channel decision journey. Product -> Service -> Platform. Enable Trial. Rethink sales & marketing capability. (Talent, Performance Management, On-boarding, Automation) McKinsey May 2015 Megatrends facing B2B Sales & Marketing Teams: Recommendations

5 YOUR REPUTATION PRECEDES YOU CUSTOMERS OWN THEIR JOURNEY THEIR BUSINESS IS DIGITAL – IS YOURS? SEIZE THE DAY (AND THE DATA) 60% of purchase based on enterprise reputation, not product 57% of purchase decisions complete before customer calls suppliers 67% of customer’s journey done digitally By % of businesses will be digital 41% of marketing orgs have their own P&L from digital revenue By 2015, over 50% of funded marketing projects digitally led

6 CLOUD – 75% of organizations use public cloud services today, although sparingly, & 78% plan to increase their investment in cloud services in the next 3 years – Gartner March 2015 DATA ANALYTICS – 89% of enterprises believe that companies that do not adopt a data & analytics strategy risk losing market share & momentum in the next year – Forbes SERVICES – By 2016, 80% of the IT budget will be based on providing service integration for a broad portfolio of internally and external sourced IT & business services – IDC 2014 IoE – IoE could generate $4.6 trillion in value for the global public sector by 2022 through cost savings, productivity gains, new revenues and improved citizen experiences – Cisco Consulting Services SECURITY – Security Data Center represents $2B OPPORTUNITY – Data Center Deployment Strategies, North American Enterprise Survey, Infonectics, February 2015