1. Cisco Technical Service Marketing Program: Supporting Your Technical Service Practice in the Midmarket

2. Learning Objectives This module is designed to help you:
The module should take
approximately 20 minutes to
complete.
Be able to easily articulate the value Cisco Technical Services provides to your midmarket customers
Be familiar with the Cisco Technical Services Marketing Program that supports your midmarket technical service practice
Be aware of and have access to additional Cisco Technical Services resources to enable your services practice
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Audio:
This module is designed to help you:
Be able to easily articulate the value Cisco Technical Services provides to your midmarket customers
Be familiar with the Cisco Technical Services Marketing Program that supports your midmarket technical service practice
Be aware of and have access to additional Cisco Technical Services resources to enable your services practice.
This module should take approximately twenty minutes to complete.

3. Background: Why Sell Technical Services?
Audio:
Let’s begin by reviewing the benefits of selling Cisco Services.

4. A Demanding Business Environment For Today’s Partners…
Rising customer expectations and accelerated business processes:
Today’s channel partners are doing more than ever
Rising Expectations
New competition, evolving business models, and technological shifts:
Successful partners know they need to evolve
Market Velocity and Volatility
Decreasing margins on traditional sales; steep operational costs for high-volume, low-dollar transactions:
But maintaining existing lines of business is important
Financial Pressures
Challenge: Customer retention in the face of increased competition:
Retain and optimize existing annuity business to underpin growth
Competitive Pressure
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It’s a demanding business environment today for our partners.
Rising Expectations. Customer expect more, even though the pace of change has accelerated. Channel partners are doing more than ever.
Market Velocity. Markets have shifted into a higher gear. Product development cycles have shrunk dramatically. And market uncertainties obscure decisions. Organizations are pressured to deliver new ideas –faster than ever before. Distributors and partners alike know they need to evolve and be agile.
Financial Pressures. And, of course, everyone is being tasked to do more with less. Distributors and partners are faced with decreasing margins on traditional sales. Yet, maintaining existing foundational lines of business is important.
Competitive Pressures. Customer retention is important in our competitive business environment. Retaining your annuity business streams is key to underpin growth.

5. Cisco Services Is Evolving with You
Your Concerns
How Cisco Can Help You
Driving Growth
Enter new markets and add emerging technologies
Addressing Competitive Pressures
Drive innovation in your services practice to build market differentiation
Increasing Profitability
Use automation to reduce costs and increase margins
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Audio:
Driving Growth: Amazon Consulting has found that over 40% of the partners they interviewed said that entering new markets and adding emerging technologies to their portfolio were key strategies in fostering growth and stability in today’s market.
Addressing Competitive Pressures: In the area of addressing competitive pressures, recent partner interviews performed by Mindwave Research found that driving innovative service capabilities was key for partners when it comes to differentiating themselves from competitors.
Increasing Profitability: And finally, by leveraging automated tools and processes, we at Cisco have found many of our partners substantially reduce costs and maximize productivity. When administrative tasks can be automated, employees can be refocused on high value tasks, increasing margins and productivity.

6. Typical Services Gross Margin Services Growth Opportunities
Reasons to Believe
18% - 25%*
Typical Services Gross Margin
Compared to product margins as low as 1%
Services-led engagements provide a platform for a recurring revenue model—annuity business
Services-led/supported engagements extend beyond the scope and reach of product-led engagements
Audio:
A typical service gross margin for a Cisco partner running a successful services business is 18 to 25 percent—an attractive alternative compared to product margins that can be as low as 1 percent.
The services business offers even more than immediate high margins—it extends the scope and reach of your product-led engagements. Services offer a recurring revenue stream and the opportunity to provide complete and innovative solutions that offer greater business value and increase while increasing customer loyalty.
Providing services can lead to improved customer loyalty and greater opportunities to sell total solutions (more hardware when selling services)
Services Growth Opportunities
* Source: National Association of Computer Consultant Businesses (NACCB) Operating Practices Report

7. Cisco Technical Services
Supported with Sales Enablement, Marketing
Backed by
Cisco Brand
Resources, Purchasing Assistance and Incentives
Technical
Services
Marketing
Program
Aligned with your service delivery preferences
Automated Quoting & Ordering
Competitive
because of automated, smart service capabilities
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Audio:
Cisco Technical Services form the powerful backbone to your services practice.
Backed by the Cisco Brand: . Cisco’s market leadership and reputation give you the confidence to invest.
Aligned with your service delivery preferences: Brand Resale and Collaborative services provide a predictable roadmap for the evolution of your practice.
Competitive because of automated, smart service capabilities: Smart, proactive features drive your services growth and margins
Technical Services Marketing Program for your midmarket customers steps in to provide you with an extensive array of marketing support to optimize the potential of your technical services practice, from lead generation to partner enablement to tools and resources. The rest of this training session will cover the Technical l Services Marketing Program in more detail.
Tools & Resources

8. Cisco Technical Services Marketing Program Details and Resources

9. Cisco Technical Services Marketing Program
Structured by stages in contract purchasing and ownership
Tactics to effectively engage customer throughout lifecycle
Customer Pull: Customer Demand Creation
Attach
Welcome
Nurture
Partner Enablement: Partner Sales Tools & Marketing Resources
Coming Soon!
Up & Cross-sell
The Cisco Technical Services Marketing Program is comprehensive, covering all the stages of contract purchasing and ownership. Marketing support is provided by stage, from Attach to Welcome to Nurture to Renew, with Upsell and Cross-sell support coming soon.
Tactically, the Technical Services marketing program uses a push-pull approach: Customer Pull for demand creation, and Partner Push through partner enablement, sales tools and marketing resource packages.
Renew

10. Customer Demand Creation Campaigns Customer Pull
Renew
Attach
Welcome
Nurture
Main message:
Distinct value of Cisco Technical Services compared to warranty.
Outcome:
Customer can justify attaching Technical Services to product
Main message:
Help onboard new Cisco Technical Service customers quickly
Outcome:
Customer realizes benefits of service immediately; improves willingness to renew
Main message:
Activate Smart Call Home feature to reduce time-to- resolution and save money
Outcome:
Customer optimizes value of contract; improves willingness to renew
Main message: Upcoming Cisco Technical Service contract expiration
Outcome:
Expedited renewal; customer aware of renewal event, has info needed and is directed to partner
At the Attach stage, the main message is the distinct value of Cisco Technical Services compared to warranty, Cisco TAC, extensive online resources and tools, software upgrades and proactive automated alerts with Smart Call Home. The intended outcome of this stage is that a customer can justify attaching Technical Services to their recent product purchase and will take steps to do so.
The Welcome stage is intended to onboard new Cisco Technical Service customers quickly, providing registration and set-up instructions and guidelines, so that a new customer realizes the benefits of service from the onset, and which should improve their willingness to renew at contract expiration.
The Nurture stage activity today focuses on activation of Smart Call Home, the automated support feature that is embedded in SMARTnet and provides proactive alerts and diagnostics for enabled devices. Smart Call Home is a high value feature. Cisco experience shows that customers who have activated Smart Call Home are highly likely to renew.
At the time of renewal, we are creating awareness and urgency regarding the contract expiration date, providing the information the customer needs to easily complete an on-time renewal.

11. Partner Enablement and Resources
Renew
Attach
Welcome
Partner Enablement
Call script
Customer documentation
Demand Generation in a box
Playbook
Customizable , call scripts
Banners
Autoquotes
Demand Generation in a box
Playbook
Customizable , call scripts
Banners
Videos
Partner enablement and resources are lined up along the same stages as in customer demand creation.
For the Attach stage, there is a partner demand generation package of materials, including a sales playbook, customizable assets like templates and banner ads, calll scripts and videos.
For the Welcome stage, partner enablement materials include a call script, a Getting Started Checklist, and a User Guide.
At the Renew stage, in addition to a customizable demand generation package, Cisco has created an automated quoting and ordering solution, to support partners with a cost-efficient approach for addressing their high volume/low dollar customer base. We will cover the autoquote solution in more detail later in this module.

12. Campaign Examples
Here are some examples of the campaigns associated with these lifecycle stages.

13. Attach: Cisco Technical Services are more than just repair
Messaging:
Highlights the value received from Cisco Technical Services compared to standard product warranty
Comparison guides, ROI tool to download
Call to action:
Contact Partner
Program Delivery:
Partner-branded assets ( templates, call scripts etc) available on Partner Marketing Central.
As noted earlier, the main message at the Attach stage is the value-add of Cisco Technical Services compared with a standard product warranty. Customizable assets are available on Partner Marketing Central.

14. Welcome: Get the most out of your Cisco Technical Services
Messaging:
Thank you for your business. Can we help you get started?
Do we have the right contact?
Call to action:
Request “Getting Started Checklist”; download interactive “User Guide”
Program Delivery:
Partner-branded assets available on Partner Marketing Central.
To onboard a new Cisco Technical Services customer quickly and efficiently, we have created a Getting Started Checklist and an easy to navigate interactive User Guide.

15. Nurture: Activate Smart Call Home on enabled devices
Messaging:
Activate Smart Call Home for proactive device alerts and diagnostics
Smart Call Home is a smart feature included in your SMARTnet contract
Call to action:
Download the deployment guide
Program Delivery:
Cisco. includes relevant contract numbers for Smart Call Home supported devices.
Cisco is contacting customers with enabled devices in key product families to drive Smart Call Home activation. Smart Call Home has a self-deployment model; customers are directed to download their relevant deployment guide to get started. As a side note, there is a Smart Call Home training module on Accelerate for anyone who would like more detailed information on this high-value feature.

16. Renewal: Cisco Technical Services Contracts are Expiring
Messaging:
Your technical services contract is coming up for renewal
Renew now to ensure coverage.
Call to action:
Contact us or your partner for assistance
Lead flow:
Leads go to partner
Program Delivery:
Cisco. with contract number and date.
Partner-branded assets for use by Partner on Partner Marketing Central.
Cisco sends renewal notifications that include contract number and date. All leads are directed to the partner. Customizable assets are also available on Partner Marketing Central.

17. Automated Quoting & Ordering
At this point, we are going to focus on the automated quoting and ordering solution that plays a valuable role in driving cost-efficiency and effectiveness in a partner’s Technical Services renewal processes.

18. Understanding the Auto-Quoting Solution
Empowers you to grow your business and increase your revenues; more time to sell
Improves your closure rates with more actionable data
Increases your operational efficiency
Improves your renewal experience
Makes it easier to do business with Cisco
Aggregate opportunities in one spot
Pre-quote validated opportunity leads
Use a scalable, third- party cloud-based solution that:
Automates manual tasks: auto-quoting, auto-notification
Enriches data, business intelligence
Supports your existing business processes
Managing high volume of low- dollar* transactions comes with steep operational costs
Low-dollar opportunities are costly to pursue
Quote creation and reconciliation is time consuming
Business Challenge
Value for Partners and Distributors
Cisco Action
*Low-dollar = $50,000 or less

19. Auto Quote Portal Active Expiring Expired
The portal provides views and reporting of all of the opportunities that are auto-quoted.
Active Expiring
Opportunities with coverage end dates from 60 days overdue to 365 days forward from entered date.
Expired
Opportunities with coverage end date from 61 to 90 days overdue (expired) from entered report generation date.
Uncovered
Opportunities for products that do not have a service contract that have shipped from Cisco to distributor within the past 180 days.
Opportunity
Types
The autoquote portal is the user interface for partners to view and download reports about upcoming opportunities.
This portal helps drive revenue growth with accurate, current data on service renewals and uncovered products, providing web-based business intelligence that assists partners with their planning and focus.
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20. How Auto Quote Works (Sales Perspective)
Opportunities identified, quoted and ed
Partner receives notification containing pre-created renewal quote via
Quote transacted via Cisco SCC for Indirect Resellers and Distributors (SMS3), phone or contact
Turning Data into Information:
Auto Quotes delivered 90 days in advance of service expiration and 0-60 days expired;
Auto Quotes delivered Assets sold without a contract within the last 30 days;
Validated Cisco Quote #
Enhanced and augmented contact information
Automate Opportunities:
Clear direction to transact
Option to Order Now
Partner Specific Pricing
Branded quote s

21. Auto Quote Benefits
Allows you to capture more revenue with less effort 1
Simplifies quote creation and helps reduce cost of managing lower dollar opportunities 2
Delivers validated quotes that are ready to order 3

22. Tools & Resources

23. Tools and Resources Partner Practice Builder Cisco
E-Consulting for Partners
Cisco Performance Metrics Central
As a reminder, Cisco provides important foundational programs for partner services practices:
Partner Practice Builder;
Cisco E-Consulting for Partners;
Cisco Performance Metrics Central.

24. Tools and Resources A self-paced, online business planning resource
PARTNER PRACTICE BUILDER
A self-paced, online business planning resource
Better serve existing customers
Enter new markets
Partner Practice Builder is a self-paced, online business planning resource.
It offers a simplified approach to building a practice to address a new market, or improving a current practice.
It provides repeatable business processes which will help you improve customer satisfaction and loyalty.
And you get a proven, step-by-step procedure for the complete service delivery lifecycle that checks your progress as you implement your plan.
Enhance productivity

25. Tools and Resources
CISCO E-CONSULTING FOR PARTNERS
An online resource that pinpoints areas for improvement across your sales & delivery functions
Increase profitability and growth
Drive operational excellence
Cisco E-Consulting for Partners is an on-line resource that pinpoints areas for improvement across your sales and delivery functions. It identifies missed opportunities and suggests how to pursue those opportunities with targeted recommendations.
Cisco E-Consulting for Partners helps you:
Accelerate profitability and growth;
Improve productivity;
Expand business opportunities; and
Add value for customers.
Expand business opportunities
Add value for customers

26. Tools and Resources Drive profitability and growth
PERFORMANCE METRICS CENTRAL
A centralized view of service metrics, operational indicators, discount and rebate information, and upcoming contract opportunities to effectively sell and manage Cisco Services
Drive profitability and growth
Improve productivity levels
Performance Metrics Central gives you a centralized view of service metrics, operational indicators, discount and rebate information, and upcoming contract opportunities to help you effectively sell and manage Cisco Services. PMC helps you to…
· Drive profitability and growth by providing accurate, consolidated, objective, and up-to-date metric calculations based on your Cisco Services sales and delivery performance, so you can continually and productively adjust your business activities to drive revenue-impacting decisions.
· Improve your levels of productivity through a detailed snapshot of your performance that identifies areas of improvement to help you achieve a high performance target.
· Identify business opportunities through enhanced reporting capabilities that allow you to monitor sales and delivery performance, so you can identify sales opportunities in time to meet incentive thresholds.
· Boost customer satisfaction through timely, accurate service monitoring and reporting functionality to help fulfill customer needs.
Identify business opportunities
Increase customer satisfaction

27. Wrap Up
Let’s wrap things up.

28. Get Started Today Contact your Cisco or Distributor Account Manager
Partner Marketing Central:
Partner Central:
Log into Cisco E-Consulting for Partners Adv/lcs/home.do#~Home
Learn more about Cisco Services es/index.html
Get Started Today
Get Started Today!
Visit Partner Marketing Central for the Cisco Technical Services marketing materials covered in this session.
And here are links to other valuable resources to help you build and grow your Cisco Technical Services practice.

29. Thank you for joining us.