Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 1 Cisco Quick Hit Briefing Cisco Demand Generation Ideas and Execution Brian Avery Partner Development Manager – Cisco Systems November 29, 2012 To join the audio portion, enter a call- back number in the Audio Conference dialog box. Alternatively, you can call into the meeting by dialing: 1. Toll-Free: (866) Enter Meeting ID: Press “1” to join the conference.

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 2 Brian Avery Partner Development Manager Priors: President and CEO Cisco Premier Partner Director of Sales Cisco Silver Partner Financial Analyst Sprint Corporation Agenda  Introduction  Cisco Priorities  SMB Buying Behaviors  Where are the Customers?  Marketing Mentality  Partner Marketing Central  Guest Speaker: David Stelzl  Q&A

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 3 What Is a Quick Hit Briefing? A weekly partner briefing series designed for Cisco Commercial Territory partners Concise, relevant updates on: Cisco products and solutions Partner programs and promotions Partner Enablement – Demand Generation, Selling Skills, Closing Tools, etc. Next Quick Hit Briefing: Cisco "Gear Up" Year-End Sales Opportunity Thursday Dec 6 th, 9:30 ET =1&UID=0&RT=MiMxMQ%3D%3D

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Mobility Security Any - Any Key Drivers of the Future of the Network That Strategically Leverage the Power of the Network Leadership in the Core… Routing / Switching / Services Collaboration Data Center / Virtualization / Cloud Architectures for Business Transformation Video Cisco Priorities

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 5 A Little Education about SMB Buying Behaviors

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 6

Cisco Confidential 7 © 2012 Cisco and/or its affiliates. All rights reserved. Where Are the Customers?

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 8 Cisco Commercial Sales Breakdown SMB Geo Mid-Market 1 – 100 employees Approx. 2,000,000 accounts 100 – 250 employees Named Accounts Approx. 50,000 accounts 250+ employees Named accounts Approx. 20,000 accounts Cisco’s Penetration Ratio: 6 – 15%

Cisco Confidential 9 © 2012 Cisco and/or its affiliates. All rights reserved. Marketing Mentality

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Hunting Mentality What can I go out and hunt down today? Random Luck Inconsistent Tomorrow you start all over again

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11 Farming Mentality Pick a “plot of land” – e.g. a fixed prospect list or geography Plant seeds (make initial contact with the list) Feed and water the seeds EVERY month (make regular, repetitive contacts to the SAME list – calling, direct mail, voic ) Watch the seeds sprout (start intersecting “purchase windows”) Grow a healthy crop of: Prospects Leads Mindshare Awareness

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12 Which Type of Partner Do You Want to Be? Hunting Farming

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 StartMonth 1Month 2Month 3 Month 4Month 5Month 6 Acquire list of 500 prospects (vertical or local) FREE Door Knocker Campaign $500 + Touch Base Calls Event Trade Show Lunch and Learn Roundtable + Touch Base Calls Direct Mail or Constant Contact Follow Up + Touch Base Calls Event WebEx Seminar Industry Assoc + Touch Base Calls Direct Mail or Constant Contact Follow Up + Touch Base Calls Door Knocker Campaign $500 Touch Base Calls = 100 calls per week, five week rotation, no sales pressure, for follow up and awareness Results Cost$4,000 Touches4,000 Avg Return$225,000

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14 High Quality Prospect List Jigsaw – Occupational Licenses, New Business Starts Moving Lists, Networking Groups Plan monthly activities Task sales staff with activities Hire an inside sales resource! Full-time, part-time Community college intern, high school student! Focus ALL ACTIVITIES on the SAME list

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 15 Marketing Update Partner Marketing Central

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 16

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 17 Includes self-service (Campaign Builder) and full-service (MSO) Campaign activities (when available) New Event module offers “Click to Attend” event registration and ties into campaign offerings Theater-managed customizable message boxes Collaborative environment; encourages information sharing Social Media Integration Theater-customizable banner image – can be changed 3 months after launch

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 18 Left Hand Navigation: Familiar left-hand navigation bar with quick links to browse, return home or create an event Campaign Finder: - Easy to use campaign wizard to search for campaigns using variety of variables - If you know what you want, you can type in the campaign in the Search text box

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 19 Event Template: Partners can create either Live Events or Virtual Events Copy an Existing Event: -Partners can use one of their existing events as a template to quickly create a new event, saving valuable time

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 20 Event Landing Page includes : -Event Details & Location -Target Technologies & Audience -Event Overview - Partner Information Event Registration sends the user a confirmation Partners can track event registration as well as receive guidance on how to improve user registration to hit desired targets

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21 Site URL: Helpful Interactive Flash Demos Getting Started: html html Campaign Center: Events Center: Quick Reference Guide: ck_Reference_Interactive_PDF_Guide.pdf

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22 Additional Cisco Premier Partner Resources Partner Plus Enablement and Training Virtual Engineering Support Marketing, Demand Gen Financial Rewards and Incentives Premier Power Play $190M in Lead Value 4,700 Leads Delivered 39% Revenue Growth in Power Play Partners mConcierge Virtual Marketing Dept Develop Marketing Plan Build Awareness Drive Product Preference Demand Gen Review Metrics

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23 Execute a Demand Generation Event Tradeshow Seminar Telepresence Event WebEx Webinar Lunch and Learn Chamber Event

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 Guest Speaker: David Stelzl, Visionary Learning Concepts

Thank you.