1. PMC – Office Hours Topic: Leads and Prospects
Welcome to Partner Marketing Central Lead Management training. Our goal is to get all Cisco leads and marketing into one platform so we have a holistic picture of the plan, funding, leads and bookings. Leads & Prospects, or L&P, was better connected to Cisco Commerce (CCW) last Fall. Now we're connecting PMC so that we have a flow from Marketing to Leads to Bookings. This level of visibility allows Cisco to understand which programs generate the greatest revenue for our partners so we can invest in the right marketing mix to increase the bottomline.

2. Welcome! Agenda: Your Host: Overview of Leads and Prospects
Four common L&P scenarios
FAQs
Questions/General Discussion
Your Host:
Vanesse Chan
Training Manager
Zift Solutions
The agenda for today is….{Read slide}

3. Overview
In today’s session we will review how to deliver sales qualified leads to partners, manage and track their statuses, and review distributed lead activity. Suppliers generate, nurture, and qualify leads through a host of marketing and sales tactics.  The objective of Zift Solutions Lead Management is to automate the process of capturing leads from Partner Relationship Management (PRM) and customer relationship management software (CRM) and then distributing those leads to partner sales organizations.

4. Four Common Scenarios FSA: How an agency uploads leads into PMC
AQL: How Auto Qualified Leads route direct to partner
CMA: Uploading partner generated leads created offline with CMA funding
Nurture: How cold contacts can be redistributed for nurture campaigns
In this lesson we will walk through four common scenarios of lead management. First, how an agency uploads leads from a full service activity into Partner Marketing Central. Second, how Auto Qualified Leads (AQL) scored within PMC will route direct to partners in Leads & Prospects. Third, the process for uploading partner generated leads created offline with CMA funding. Lastly, how cold contacts will be redistributed for new nurture campaigns.

5. Intro to Leads and Prospects
Contacts are an individual person with specific demographic information stored in the system.
Leads are contacts that interacts with one or more of your marketing tactics creating a score.
There are three types of leads:
Partner Generated
AQL
MQL
Before we dive in, it's important to understand the difference between a Contact and a Lead. A contact represents an individual person with specific demographic information. The unique identifier for a contact is their address. A lead, on the other hand, is a contact that interacts with one or more of your marketing tactics. Every time a prospect uses an activity, their information will be gathered and scored within Partner Marketing Central. In short, the main difference between a contact and a lead is the logic behind the two. Leads from digital activities on PMC have a score, which is calculated based off their demonstrated level of interest, while a contact is simply a prospect whose information is stored in the system. If a digital PMC lead is under 30 points, it will remain in the platform until it passes the engagement threshold.
There are Three types of Leads impacted by this integration: Partner generated, which are the leads the partner has uploaded into PMC to demonstrate proof of performance.  Automated Qualified leads. These are the prospects engaging with marketing from partners’ self-service activities on PMC and they surpass the 30-point threshold to become an AQL.  Finally, Marketing Qualified leads. These are leads that have been BANT qualified by a marketing agency from a Full Service Activity.

6. Intro to Leads and Prospects
What is the value for partners in Leads & Prospects?
Automate lead delivery to build pipeline and revenue
Deliver leads directly into the systems partners use most
Enable visibility and tracking across entire lead lifecycle
Speed and strengthen follow up with deeper prospecting data
Easily share updates and results
...So how do I pitch this to partners?  PMC will automate lead delivery to build your pipeline and revenue by deliver leads directly into the systems partners use most. This will give partners visibility and tracking across entire lead lifecycle.. This will speed and strengthen follow up with deeper prospecting data about their potential buyers. Additionally, it is an easily way to share contact updates and sales results from that lead lifecycle with Cisco. Any lead that is in the partner's instance of PMC gets pushed to L&P if it meets the correct criteria.

7. Scenario 1: FSA Agency Uploaded Leads
The value: Agencies can easily share updates and results of FSAs in ONE place. They are no longer required to update in PMC and L&P in separate transactions. This will help the agency prove their performance.
Real life example: An agency completing an FSA upload of leads.
In this scenario an agency has conducted an FSA and gathered BANT qualified leads which need to be put into PMC. We will demonstrate how an agency uploaded leads from a full service activity into Partner Marketing Central.
{READ SLIDE 7: Scenario 1}

8. Scenario 1: Leads from Full Service Activity Orders (MQL)
PMM provides reporting details to Agency
Regional Agency will execute the campaign.
Partner
manages
MQL in L&P
Agency uploads BANT qualified leads in
PMC using new template
L&P Lead Management
System Daily
Summary
Partner Lead Status & Total Value updates sent back to PMC for reporting
Partner orders a FSA on Partner Marketing Central
New order notification received within PMC
This is Scenario 1: Leads from Full Service Activities.
Starting on the left of the slide:
-The partner will order an FSA on PMC.
-The agency will get an order notification and begin to execute the campaign.
-At this point the PMMs will provide reporting details to the Agency including Funding ID, Program name and Campaign description.
-Once the campaign is complete, the Agency uploads the BANT leads to PMC and it will be routed to Leads & Prospects.  
-The partner then gets the leads to work and any deals that close as a result are reported back to PMC.

9. Scenario 1: PMM Action PMM Action:
Provide the following fields to Agency:
When the FSA is ordered, the PMM is expected to provide the following fields to an agency: First,  The Funding ID will be received after the campaign approval. Second, the PMM will provide a program event name and lastly, a Campaign Description.  
What questions do you have on the FSA process?

10. Scenario 2: AQL Digitally Generated Leads
Digital leads created from activities such as webinars, social media or content syndication on PMC.
The value for the partner: Digitally scored leads flow automatically into L&P, enabling visibility and tracking across the entire lead lifecycle. This makes it easier to follow-up with a prospect when the time is right for a faster sale.
Real life example: Contacts touched by free self-service activities like content syndication or journeys
{SCENARIO 2: AQL Read Value Slide}

11. Scenario 2: AQL Digitally Generated Leads
(Outbound &
Nurture)
PMC Lead
Capture
(Landing Page)
PPC / Retargeting
Webcasts
Social Media
Engagement
Scoring
L&P Lead Management
Partner
manages
AQL in L&P
System Daily
Summary
Partner Lead Status & Total Value updates sent back to PMC for reporting
Content Syndication
Once a contact interacts with the one of the tactics on the left, PMC with capture that interaction and assign a score.  Digitally Generated Leads with an engagement score greater than or equal to 30 are automatically qualified as leads (AQLs) and routed through the CRM as new leads for the partners.  The updated partner status and lead values are sent back to PMC.  For contacts which score under 30 they will be kept within PMC for future nurturing.

12. Scenario 2: How are points calculated?
So how are those 30 points calculated? The point value is assigned to a contact when they interact with a single campaign in a manner listed above. The higher the quantity and quality of activities or points, the more likely the contact is to be a well-qualified lead

13. Scenario 2: PMM Action PMM Action:
Be able to explain the AQL scoring and how to identify in L&P to partners
As PMMs you will want to be able to explain the AQL scoring model and how to identify an AQL in L&P to the Partners.  All AQLs will have the standard program event name “Global PMC Self Service_Owned AQL” and a Campaign Description that reminds partners these are engaged prospects from self-service activities. They should check the description field to understand the digital footprint of the customer with the most recent activity to guide the follow-up conversation.
WHAT QUESTIONS DO YOU HAVE ABOUT AQLs?

14. Scenario 3: CMA Partner Generated Leads from Cisco Funding
The value: Automates the process of registering leads required for claims and allows the lead to be visible in Zift Marcom along with L&P.
Real life example: Getting SQL credit for partners’ local events that occur outside of PMC.
Registering a lead notifies Cisco that the partner is working with a particular customer and makes the lead visible in ZiftMarcom and any other integrated systems. Thankfully, there is a new easy way for partners to provide lead details from Custom Marketing Activities into the Funds Manager. Then these leads can be verified and imported into Partner Marketing Central. This scenario is perfect for getting SQL credit for partners’ local events that occur outside of PMC.

15. Scenario 3: CMA Partner Generated Leads from Cisco Funding
Subject
(406956) ACTION REQUIRED: Leads Required for Activity ID [n]
Content
This is a reminder that customer lead information for Activity ID is requested by Cisco. Please login to to Cisco Partner Marketing Central and access the Funds Management section to provide leads by 4/29/ Basic details about your custom activity are provided below.
Activity ID: 44934
Partner Name: Presidio
Partner Number: 4129
Request Name: UC9 Meeting Activity Type: Seminars/Events Activity Description: Presidio & Cisco to hold a seminar around UC9, targeting customers and prospective clients.
Start Date: 2/3/2017
End Date: 3/3/2017
Approved Amount: $5,000
Leads Due to Cisco: 4/29/2017
L&P Lead Management
Partner Creates CMA & Executes Activity on Ansira/PMC
Cisco Back Office Uploads final MLUT on PMC
reminder to upload leads is sent 2 weeks after execution date
Leads Upload Confirmation via is sent to Partner and PMM
Partner submits minimal required fields
in lead capture tool
Partner
manages
Lead in L&P
System Daily
Summary
Partner Lead Status & Total Value updates sent back to PMC for reporting
PMM downloads report
Revise Program Event Name & Campaign Description fields as necessary
Forward Leads Report to Back Office alias
This is Scenario 3: “Partner generated Leads from Cisco Funding”.
This is the process where leads are generated from Custom Marketing Activities and flow into the Leads & Prospects platform.
Let me start from the left of the slide.
-The partner will create a custom marketing activity and execute that activity in Ansira/PMC.  
-Two weeks after the posted execution date, an reminder will be sent asking the partner to upload leads. (Progress the slide for animation). Here is what that reminder looks like.  . (Pause, then progress to the next slide).

16. Scenario 3: CMA Partner Generated Leads from Cisco Funding
L&P Lead Management
Partner Creates CMA & Executes Activity on Ansira/PMC
Cisco Back Office Uploads final MLUT on PMC
reminder to upload leads is sent 2 weeks after execution date
Leads Upload Confirmation via is sent to Partner and PMM
Partner submits minimal required fields
in lead capture tool
Partner
manages
Lead in L&P
System Daily
Summary
Partner Lead Status & Total Value updates sent back to PMC for reporting
PMM downloads report
Revise Program Event Name & Campaign Description fields as necessary
Forward Leads Report to Back Office alias
-Next, the partner will log in and provide the lead details in the new ‘Leads to Provide’ section on Funds Manager.
-After doing so, a Leads upload confirmation is sent to the Partner and PMM (Click on to advance the slide) .

17. Scenario 3: CMA Partner Generated Leads from Cisco Funding
Subject
(406956) Leads Upload Confirmation for Activity ID [n]
Content
Thank you for providing your customer lead information for Activity ID You can download a report of all leads submitted using the “Leads Report” on Funds Manager. The leads you have submitted will be available shortly in Cisco’s Leads & Prospects (L&P) platform for your sales teams to review if your company has L&P access. Basic details about your custom activity are provided below.
Activity ID: 44934
Partner Name: Presidio
Partner Number: 4129
Request Name: UC9 Meeting Activity Type: Seminars/Events Activity Description: Presidio & Cisco to hold a seminar around UC9, targeting customers and prospective clients.
Start Date: 1/1/2014
End Date: 1/24/2014
Approved Amount: $5,000
Leads Upload Confirmation via is sent to Partner and PMM
Here is what the Leads Upload Confirmation will look like. (Pause. Then advance to the next slide)

18. Scenario 3: CMA Partner Generated Leads from Cisco Funding
L&P Lead Management
Partner Creates CMA & Executes Activity on Ansira/PMC
Cisco Back Office Uploads final MLUT on PMC
reminder to upload leads is sent 2 weeks after execution date
Leads Upload Confirmation via is sent to Partner and PMM
Partner submits minimal required fields
in lead capture tool
Partner
manages
Lead in L&P
System Daily
Summary
Partner Lead Status & Total Value updates sent back to PMC for reporting
PMM downloads report
Revise Program Event Name & Campaign Description fields as necessary
Forward Leads Report to Back Office alias
-After receiving the confirmation , the PMM will download the report and verify the Program Event Name and Campaign Description fields.  
-Then, forward the lead report to the Cisco back office so they can add a few data cleansing fields before uploading to PMC.
-These leads will flow into Leads & Prospects for the partner to manage.  
-Updated partner lead status and total values will be sent back to PMC for reporting.

19. On Funds Manager, Visit Reports > Leads Report
f.ciscopartnermarketing.com
Now we’ll show you the actions you take after receiving the Lead Upload Confirmation . Log into the Funds Manager at f.ciscopartnermarketing.com and click on “Reports” and then “Leads Report”

20. Update Report Parameters and Export
Here you can filter to a specific partner or date range to download the leads your partner submitted. This will populate an MLUT export in Excel with additional fields from the Funds Manager database supported by the customer information the partner provided.

21. Step By Step Recap PMM Action
Step 1: The PMM receives an notification after the partner uploads leads for CMAs
Step 2: PMM pulls report from PMC/Ansira and revises Program Event Name and Campaign Description if necessary.
Step 3: PMM sends report to the Back Office
Step 4: Back Office edits data fields and uploads MLUT into PMC/Zift against the custom marketing activity order for that partner
NOTE: The Ansira report will have a suggested Program Event Name but you can edit if it’s not accurate. The Campaign Description will be pulled from the partner’s notes for the activity, but you can edit if there’s an applicable GMP Name and Code.
To recap, there are 4 basic steps for a PMM to upload leads into a Custom Marketing Activity.
Step 1: The PMM receives an notification after the partner uploads leads for CMAs
Step 2: PMM pulls report from PMC/Ansira and revises Program Event Name and Campaign Description if necessary.
Step 3: PMM sends report to the Back Office
Step 4: Back Office edits data fields and uploads MLUT into PMC/Zift against the custom marketing activity order for that partner
WHAT QUESTIONS DO YOU HAVE ON CMAs?

22. Scenario 4: Contact Distribution for Nurture
WHICH: Leads which are rejected in L&P as Project Canceled (all sources) or No Customer Response (PMC only) become Contacts and are sent to nurture.
WHY: Nurture occurs when customer is not a hot lead but there is potential business in the future
HOW: Contacts are automatically flagged with a special tag so that partners can pull them into nurture journeys utilizing lists and workflow.
Our next and final scenario examines how to nurture leads throughout the entire buying cycle. With Partner Marketing Central, getting a cold contact from Cisco is a breeze. This is an optional process for partners, but is helpful for growing contacts into leads.
Here are some important points in regards to contact nurture. Leads rejected in L&P as Project Canceled or No Customer Response will become contacts and automatically flow into PMC for nurture. This applies to ALL lead sources rejected as “Project Canceled” by the partner in L&P but only PMC lead sources for those rejected as “No Customer Response” so that this process does not interfere with other Cisco recycling and requalification efforts with the call center team. The purpose of nurture is when a customer is not a hot lead, but there is potential business in the future. When this occurs Contact will automatically be flagged with a special tag, so partners can pull them into nurture journeys utilizing s lists and workflow.
**Optional Value-Add for your partners**

23. Scenario 4: Nurture Contact distribution
Real life example: A customer tells you they no longer have the budget to purchase this fiscal year, but would like to be contacted next year. Leads rejected as Project Canceled in L&P will flow to PMC and available for nurture until the prospect becomes a warm lead again.
Set up membership rules to see all the contacts flagged as distributed sent from L&P for nurture within Partner’s PMC account
Here is a real life example. A customer tells you they no longer have the budget to purchase this fiscal year, but would like to be contacted next year. Leads rejected as Project Canceled in L&P will flow to PMC and available for nurture until the prospect becomes a warm lead again.  We can set up membership rules to see all the contacts flagged as distributed sent from L&P for nurture within Partners PMC account.
All the PMM has to do is set up a new Contact list within the Partner account with a membership rule to pull any distributed contact into a segmented list, that the Partner can then use for nurture campaigns. Once a distributed contact is converted to a lead within PMC and meets all of the requirements of the ‘Auto-Registration’ rules, it will be transferred from the nurture list to Leads and Prospects.

24. Demo
To create the Contact List, the PMM will impersonate the chosen Partner account via Zift Marcom. Once inside their PMC, Click on the ‘Contacts’ tab, and then select the ‘Contact Lists’ option from the sub-menu. From the left navigation select the ‘Create Contact List’ button.  According to best practice the list should be named “Contacts for Nurture”.  (But this is already done for me, so I will put a 2 on the end.) Next Choose the  ‘Membership Rules’ sub-tab, and then ‘Create Membership rule’.  A new rule line will appear. In the first drop down field select “Additional Contact Fields”, then set the next drop down to "Contacts for Nurture," choose, “is” for the third Drop Down and lastly “Yes”. To save press the ‘Set Membership Rule’ button.  The rules you set up here will be applied on all future leads to automatically add them to the list. Once created, be sure to monitor this contact list and utilize nurture campaigns to grow these contacts into leads.
As a final option you can choose to send an Opt-In to any leads who have not yet given you permission to contact them. Select the Confirmation option in the left sidebar, and then choose one of the available Opt In Templates. Once you have picked out a template you can return to adding contacts. To send the Opt In to a contact, simply choose the Send Opt In confirmation option at the bottom of the Add Contact modal. On a final note, if any contact unsubscribes or hard bounces, no action is required on your part. Instead the platform will automatically remove them from your list and any other they belong to.

25. Scenario 4: Optional Value-Add
PMM Action:
Step 1: The PMM impersonates the partner through Zift Marcom
Step 2: The PMM creates a new Contact List titled ‘Contacts for Nurture’
Step 3: The PMM sets up the appropriate Membership Rules: “Additional Contact Fields” + “Contact for Nurture” + “is” + “Yes”
Step 4: Advise partner to associate the contact list with nurture journey workflows
To recap, there are four simple steps to set up the Contact List for redistributing leads. Step 1, the PMM impersonates the chosen partner by logging into Zift Marcom and accessing their instance of Partner Marketing Central. Step 2, the PMM navigates to the Contacts List tab and creates a new Contact List titled Contacts for Nurture. In step 3, the PMM sets up the appropriate membership rules to automatically import the correct contacts into the list for seamless nurturing. Step 4, advise partner to associate the contact list with nurture journey workflows.
WHAT QUESTIONS DO YOU HAVE ON THIS PROCESS?

26. Summary Lead Source PMM Actions Back Office Actions
Agency Generated Leads (FSA)
Provide Funding ID, Program Event Name and Campaign Description Fields to Agency
Once a week, download all leads assigned to Kajri Saxena via Salesforce.com report, append
Correct sales contacts according to SAVM and local allocation rules
PL/CL Flag
Duplicate SFDC Opportunity Flag
Raise a case with GSTS to reallocate leads according to appended Sales Account ID aligned to Lead IDs
Digitally Generated Leads (AQL)
Understand the AQL scoring model and be able to identify an AQL in L&P for a partner if asked
Partner Generated Leads (CMA)
After receiving the Leads Upload Confirmation
Download leads report from Funds Manager
Correct Program Event Name and Campaign Description
Forward report to Back Office.
After receiving the CMA leads report, back office team to add the PL/CL and Duplicate SFDC Opportunity flags, and append Cisco sales contacts to each lead for all countries according to SAVM and local allocation rules. Then, append PMC CMA activity ID to each lead according to Vlookup on Partner BEGEO ID. Log into PMC to upload leads in bulk.
(OR, can upload directly to partner’s CMA order on PMC and avoid the PMC activity ID mapping if not needing the bulk capability)
Through all of these scenarios, we discussed the PMM and the back office processes, but this gives an overall summary for each scenario that you can reference later.

27. Summary Lead Source PMM Actions Back Office Actions Nurture
Impersonate partner through Zift Marcom
Create a Contact List titled “Contacts for Nurture”
Set up Dynamic membership rule: Additional Contact Fields + Contact for Nurture + is + Yes
Advise partner to attach contact list to relevant nurture journey workflows
None

28. FAQ’s
What does happen if the agency is executing on 3rd party rented data?
If the contacts are not in the PMC platform, the Agency would work the contacts offline and only upload the resulting leads using the FSA Lead Template. They skip over the Manage Participant exporting steps.
Which partners will this impact?
For launch, APJ is piloting the integration with only 40 Leads & Prospects partner. To find out which partners, contact XXXXXX.
{Read FAQs}

29. What Questions Do You Have?

30. Getting Help PMC Training: David Trotto, dtrotto@cisco.com
Zift Platform:
In context help: Look for the “?” in the upper right hand corner.

31. Thank You!
We appreciate your time and engagement

32. Regional Processes

33. Scenario
APJ
Digitally Generated Leads (Engagement score >= 30 are AQL)
AQLs generated are automatically sent to L&P
Notifications send to back office team for L&P. Verify the leads against duplicates.
Digitally Generated Leads with Telequalification (MQL)
Not applicable in APJ
Partner Generated Leads from Cisco Funding (Partner)
PMC Lead upload template changes
Requirement for PMMs to go into Ansira to download MLUT for leads associated with CMAs (Partner generated leads)
Back office uploads auto-populated MLUT in new PMC upload tool
Leads from Full Service Activity Orders(MQL)
New FSA template in box
Back office to upload leads against the partner ordered FSA within PMC
Notifications send to back office team for L&P to update PL/CL flag and duplicate SFDC Opportunity fields on the leads.
Contact distribution
Set up membership rule to see all the contacts flagged as distributed sent from L&P for nurture within Partners PMC account
APJ