1. © 2011 Cisco and/or its affiliates. All rights reserved. 1 Cisco Digital Media for Financial Services Integrated Sales and Marketing Guide for Partners

2. © 2011 Cisco and/or its affiliates. All rights reserved. 2 Develop a compelling, validated go-to-market message that reflects your offerings for digital media in the financial services market. Create awareness for your business and your Cisco offerings. Build solid, lasting business relationships with your prospects, to help to develop pipeline and achieve revenue targets. Strengthen existing relationships with customers and develop additional sales opportunities. Create an integrated, measurable sales and marketing program that helps to deliver a tangible sales pipeline.

3. © 2011 Cisco and/or its affiliates. All rights reserved. 3 An integrated marketing and sales program focused on building relationships and moving prospects through the buying cycle, from awareness and interest to demand. A strategic demand-generation program integrated with sales engagement and enablement. A program to optimize reach into existing customers as well as to target new customers. A vertical focus (financial services), to address relevant business issues for non-IT decision makers. Tangible ROI, tracked by company and individual, that can be measured at regular intervals throughout the program to determine the value marketing has returned to the business.

4. © 2011 Cisco and/or its affiliates. All rights reserved. 4 Build Your Practice Understand the Market Develop Messaging Tailor Content Train Sales Drive Awareness Accelerate Demand Build Credibility Call Leads Demonstrate Solutions Offer Promotions and Incentives Hold Executive Briefings Build a Proposal Measure Results Pursue and Close Engage Prepare

5. © 2011 Cisco and/or its affiliates. All rights reserved. 5 * Resources are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login. StepsResourcesOwners Understand the Market and Target Audience Understand market trends, key decision makers, and their priorities. Develop your program strategy. Financial Services Industry Guide for PartnersFinancial Services Industry Guide for Partners Program Strategy Template Target Audience Template Competitive Positioning Template Sales and Marketing co-lead Develop Messaging, and Map to Target Audience Needs Map your offerings and key messages to prospects’ needs and imperatives. Prospect Needs, Key Messages, and Offerings TemplateProspect Needs, Key Messages, and Offerings Template Sales and Marketing co-lead Sales validates messaging with customers. Tailor Content Update sales tools with the latest messaging. Cisco Digital Media for Financial Services Presentations and CollateralCisco Digital Media for Financial Services Presentations and Collateral Marketing leads, working with Sales Train Sales Prepare your sales force with training on solutions, target audience, incentives, etc. Financial Services Industry Sales Guide for PartnersFinancial Services Industry Sales Guide for Partners Sales and Marketing co-lead Prepare

6. © 2011 Cisco and/or its affiliates. All rights reserved. 6 * Resources are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login. StepsResourcesOwners Drive Awareness Communicate key offerings to target prospects. Use social media to build community. Call Guide (Telemarketing Script) Customizable Email Invitation and Follow-up MessagesCustomizable Email Invitation and Follow-up Messages Social Media Guide Marketing Accelerate Demand Implement high-touch programs that drive demand for your offerings. Uncover leads and opportunities that were missed during the awareness phase. Use social media to maintain community. Webinars Lunch and learns Sporting events Executive roundtables Breakouts at third-party events Other events and opportunities to engage prospects Sales and Marketing co-lead Build Credibility Deliver compelling proof points to drive preference and increase win rates. Use your experience with customers in financial services and/or digital media implementations Sales Engage

7. © 2011 Cisco and/or its affiliates. All rights reserved. 7 * Resources are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login. StepsResourcesOwners Call Leads Call qualified leads to address any questions, remaining objections, and reinforce value proposition. Call Guide (Telemarketing Script) Sales Demonstrate Solutions Strengthen your recommendations by showing prospects how the solution works. Cisco Digital Media Demos (CiscoET.com log in required)Cisco Digital Media Demos Additional Sales and Technical Resources Sales and Marketing co-lead Offer Promotions and Incentives Make it easy for prospects to choose your solution over the competition. Current Partner Incentives and Product PromotionsCurrent Partner Incentives and Product Promotions Sales and Marketing co-lead Hold Executive Briefings Leverage executive relationships to win over final decision makers. Request an Executive Briefing at Cisco by Contacting Your DMS Partner Account ManagerExecutive Briefing at Cisco Sales and Marketing co-lead Build a Proposal Submit a strong business case quickly and accurately. Proposal Resources on CiscoET.com (log in required)Proposal Resources on CiscoET.com Sales Measure Results Track metrics established during planning and report to sales and management. Use metrics to plan and fine-tune next program. Program Results TemplateProgram Results TemplateMarketing Pursue and Close

8. © 2011 Cisco and/or its affiliates. All rights reserved. 8

9. 9 Define your business objectives and associated sales and marketing strategy and tactics, including the success metrics you will use to measure the success of the program. ObjectivesSales and Marketing Strategy TacticsSuccess Metrics Drive revenue growth by X% Increase awareness and sales of [partner] and Cisco Digital Media solutions with financial services prospects who currently do not benefit from Cisco technologies. Email campaign Social media campaign Telemarketing Live and virtual events # face-to-face prospect connections # qualified leads delivered # prospect meetings booked $ in new opportunities identified # of deals closed Grow average opportunity size by X% Identify cross-sell, up sell, and migration opportunities with existing financial services customers who have Cisco equipment, but not the complete digital media solution from [partner] and Cisco Email campaign Social media campaign Live and virtual events Executive forums # face-to-face prospect connections # qualified leads delivered # prospect meetings booked $ in new opportunities identified # of deals closed

10. © 2011 Cisco and/or its affiliates. All rights reserved. 10 Profile your target prospects and identify key decision makers. Document prospects’ key challenges and business imperatives. Market SegmentSizeRegions and/or Countries Segment #1# of personnel # of customers # of locations TBD Segment #2# of personnel # of customers # of locations TBD Target Decision MakersFunctional Area and Responsibilities Challenges Target #1TBD Target #2TBD

11. © 2011 Cisco and/or its affiliates. All rights reserved. 11 For each competitor, identify strengths, weaknesses, and your competitive advantage CompetitorStrengthsWeaknessesYour Competitive Advantage Competitor #1Strength #1 Strength #2 Etc. Weakness #1 Weakness #2 Etc. Advantage #1 Advantage #2 Etc. Competitor #2Strength #1 Strength #2 Etc. Weakness #1 Weakness #2 Etc. Advantage #1 Advantage #2 Etc. Competitor #3Strength #1 Strength #2 Etc. Weakness #1 Weakness #2 Etc. Advantage #1 Advantage #2 Etc.

12. © 2011 Cisco and/or its affiliates. All rights reserved. 12 Develop differentiated messaging, defining and mapping your offerings to prospects’ imperatives. Validate messaging with a few key prospects or existing customers. Prospect ImperativesKey MessagesKey Offerings Prospect Imperative #1 Message #1 Message #2 Etc. Offering #1 Offering #2 Etc. Prospect Imperative #2 Message #1 Message #2 Etc. Offering #1 Offering #2 Etc. Prospect Imperative #3 Message #1 Message #2 Etc. Offering #1 Offering #2 Etc.

13. © 2011 Cisco and/or its affiliates. All rights reserved. 13 Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started. PhaseWeekDeliverable/Activity Prepare1-2 Document sales and marketing goals, strategy, and success metrics.goals, strategy, and success metrics Conduct competitive analysis; finalize key messages and competitive positioning.key messagescompetitive positioning Determine target prospects and create prospect lists (in-house or purchased lists).target prospects Create presence on social media websites such as Facebook, LinkedIn, and Twitter to gather customer insights and build community.social media Customize sales tools, such as sales training materials and a call guide.sales training materialscall guide Update presentations and collateral (such as brochures).presentations and collateral Update company website, incorporating videos and search engine optimization. Create campaign web banners and landing page with promotional offer.

14. © 2011 Cisco and/or its affiliates. All rights reserved. 14 Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started. PhaseWeekDeliverable/Activity Prepare3 Hold sales training session to review campaign and key messages. Inform team of key dates and milestones. Determine seminar and/or webcast topic and secure speakers. Update campaign web banners and landing page with seminar/webcast registration information. If holding a seminar, secure a venue. Create seminar/webcast invitation direct mail or email. Use templates provided and co-brand.Use templates provided and co-brand

15. © 2011 Cisco and/or its affiliates. All rights reserved. 15 Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started. PhaseWeekDeliverable/Activity Engage4-5 Distribute direct mail and/or email invitation. Update social media websites to promote your upcoming events and maintain dialogue with customers. Develop seminar or webcast presentation. A number of presentations are available for your use.presentations Begin telemarketing calls using the call guide.call guide

16. © 2011 Cisco and/or its affiliates. All rights reserved. 16 Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started. PhaseWeekDeliverable/Activity Engage6 Create customer video testimonials and upload to website, YouTube, and/or Facebook page if available. Determine Q&A seed and evaluation questions. Conduct seminar/webcast dry run with speakers, moderator, and question managers. Begin telemarketing calls to encourage additional registrations. If holding seminar, confirm catering and audio-visual requirements. Distribute reminder emails to target prospects 1 week prior to the event.reminder emails

17. © 2011 Cisco and/or its affiliates. All rights reserved. 17 Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started. PhaseWeekDeliverable/Activity Engage7 Finalize evaluation form Conduct seminar, track attendees, and summarize evaluations. Use social media websites to conduct live Q&A, and allow customers to share feedback on the seminar or webcast. Post event recording, if available, on company and social media websites.

18. © 2011 Cisco and/or its affiliates. All rights reserved. 18 Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started. PhaseWeekDeliverable/Activity Pursue and Close 8-9 Develop campaign metrics report on registrations, attendees, satisfaction ratings, leads, prospect meetings scheduled, and recommendations for next campaign.metrics report Send follow-up email communications to prospects after the event.email communications Follow-up on leads from the event. 10-11 Visit or call priority leads from the event using the call guide.call guide Conduct briefings with leads, using business and technical decision maker presentations.business and technical decision maker presentations 11-12 Begin closing priority leads. Call secondary leads using the call guide, and schedule follow-up meetings.call guide Begin next sales and marketing plan, building on best practices and lessons learned.

19. © 2011 Cisco and/or its affiliates. All rights reserved. 19 Measure the effectiveness of your campaign against objectives. ObjectivesTarget MetricsActual Metrics Drive revenue growth by X% # prospects attending the marketing event # qualified leads delivered # prospect meetings booked # of opportunities identified # of deals closed # prospects attending the marketing event # qualified leads delivered # prospect meetings booked # of opportunities identified # of deals closed Grow average opportunity size by X% # prospects attending the marketing event # qualified leads delivered # prospect meetings booked # of opportunities identified # of deals closed # prospects attending the marketing event # qualified leads delivered # prospect meetings booked # of opportunities identified # of deals closed Best PracticesLessons Learned (Areas for Improvement) TBD