1. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Collaboration 12-Week Marketing Plan Your Logo

2. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Public Relations Direct Marketing Websites Advertising Social Media Propose architecture solutions with competitive offers to customers Align Marketing Activities to Customer Journey Sales Turning leads into prospects Sales Engagements Generating Leads Sales Engagements Generating Leads Awareness Customer Events Webinars Demonstrations Email Marketing Drive targeted value propositions based on customers’ specific business issues Finance Offers Service Options Telemarketing Personal Selling Build differentiation and reach the right target audience

3. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Collaboration Marketing Plan Summary Business GoalsMarketing GoalsProgramsSuccess Metrics Drive revenue growth by XX% Increase awareness and sales of Collaboration Architecture solutions to customers who currently do not benefit from Cisco Collaboration technologies Pervasive Video campaign Advertising Live and virtual events Website AR/PR Telemarketing Direct mail # customers attend the Collaboration event # qualified leads delivered Grow average opportunity size by XX% Target existing customers who have Cisco equipment and/or customers who have competitive gear. Offer complete Collaboration Architecture solution for cross-sell, up sell and migration opportunities. Collaboration Breakaway campaign Newsletter Email campaign Live and virtual events Executive forums Roadshows # customers booked a 1:1 meeting with the sales team as a result of the marketing program Articulate your business goals and associated marketing goals to determine the right programs and success metrics.

4. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Target Audience TitlesCustomer Needs New Customers Customers who currently do not benefit from Cisco Collaboration technologies  CXO titles and business decision makers  Network infrastructure or enterprise architects  Directors or managers of IT Operations  Directors of managers of Telecommunications/Voice Services  Collaboration strategy leads  Line of Business leads  Save money to reduce costs now; seek ways to do more with less.  Save money to invest in the future; fund investments for business- process improvements.  Create organizational flexibility which generates competitive advantage.  Increase customer intimacy. Existing Customers Customers who have Cisco equipment, but not the complete Collaboration Architecture solution for cross-sell and up sell opportunities IndustryCustomer Size  Healthcare  Manufacturing  Financial Services  etc.  # of employees  # of offices  # of call center agents Update the chart below with details about your target audience.

5. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Competitive Analysis Chart your competition to understand how to strengthen your competitive differentiation. ChallengersLeaders Niche PlayersVisonaries Ability to Execute Completeness of Vision

6. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Key Messages / Value Propositions Customer NeedsKey Messages  Save money to reduce costs now: With continuing economic uncertainty, organizations are seeking ways to do more with less.  Save money to invest in the future: Costs, such as travel expenses, must be reduced to fund investments for business-process improvements. Investments must offer a fast return.  Create organizational flexibility by shortening decision and business cycles, and improve time to market by including customers / constituents, partners, and suppliers in the innovation process. This flexibility generates competitive advantage, and helps businesses transition to a more responsive, borderless enterprise.  Optimize business processes and increase customer intimacy by making it easier to connect to customers and partners.  Achieve standards-based interoperability for seamless operation in multivendor and intercompany environments, collaborative applications, and in native telepresence solutions. Improving Employee Productivity  Increasing productivity and accelerating business processes by allowing employees / constituents to access and deliver messages through any medium, everywhere, on any device  Allowing executives and subject matter experts to be in multiple locations at once, transforming their business model and increasing productivity  Using the Cisco TelePresence recording capability for scalable communications and training Cutting Operational Costs  Reducing TCO, improving the user experience, and increasing business / agency / institutional relevance with IP endpoints and unified communications management solutions  Reducing travel expenses and redefining business processes with travel-free, face-to-face collaboration with everyone, everywhere  Achieving interoperability that allows integration with existing systems, so budgets can be used to enhance rather than replace existing technologies Business-Process Optimization and Organizational Flexibility  Using Cisco TelePresence collaboration systems to remove boundaries and enable secure and scalable intra- and intercompany / agency / institutional communications Update key messages based on your value added services that address target customer needs.

7. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Content Development DeliverableAudienceResources Messaging Framework (value propositions, competitive differentiation) Internal Sales & Marketing  Pervasive Video Discussion Guide Pervasive Video Discussion Guide  Collaboration Breakaway Discussion Guide Collaboration Breakaway Discussion Guide Solution Quick Reference CardsInternal Sales  Pervasive Video At-A-Glance Pervasive Video At-A-Glance  Collaboration Breakaway At-A-Glance Collaboration Breakaway At-A-Glance Sales Training PresentationInternal Sales  Pervasive Video Sales Training Pervasive Video Sales Training  Collaboration Breakaway Sales Training Collaboration Breakaway Sales Training Call scriptsInternal Sales  Collaboration Breakaway Call Script Collaboration Breakaway Call Script WebsiteNew & Existing Customers  Your (partner) site  Cisco Collaboration Web Site Cisco Collaboration Web Site Business Decision Maker PresentationNew Customers  Pervasive Video Business Presentation Pervasive Video Business Presentation  Collaboration Breakaway Business Presentation Collaboration Breakaway Business Presentation Technical Decision Maker PresentationNew Customers  Pervasive Video Technical Presentation Pervasive Video Technical Presentation  Collaboration Breakaway Technical Presentation Collaboration Breakaway Technical Presentation Solution BrochuresNew Customers  Solution by Segment and Industry Solution by Segment and Industry HTML Email TemplateNew & Existing Customers  Pervasive Video Campaign Page Pervasive Video Campaign Page  Collaboration Breakaway Campaign Page Collaboration Breakaway Campaign Page Success StoriesExisting Customers  Business Cases and Success Stories Business Cases and Success Stories Determine key sales tools and collateral need to communicate effectively with internal and external audiences. Leverage Content from Cisco Partner Marketing Central

8. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID 12 Week Marketing Plan WeekDeliverable / ActivityBudget 1,2Conduct competitive analysis and develop differentiation. Finalize key messages and competitive positioning. Determine target customers and create target customer lists. Customize sales tools such as sales training presentation, at-a-glance, and call scripts. Update customer presentations, website and solution brochures. Create campaign web banners and landing page with promotional offer information. Prepare direct mail and/or e-mail content and layout 3Hold sales training session to review campaign and call scripts. Inform team of key event dates and milestones. Invite target customers via direct mail and/or email; Leverage Partner Marketing Central to send invites and track registration Determine seminar and/or webcast topic and secure speakers. If holding seminar, secure venue and Cisco NOW Van. Create seminar / webcast invitation email; Leverage email templates provided and co-brand 4,5Begin customer calls using call scripts to direct mail and/or email respondents Update campaign web banners and landing page with seminar / webcast registration information. Develop seminar or webcast presentation. Distribute seminar / webcast invitations to target customers. Map out detailed tasks to execute your marketing campaign.

9. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID 12-Week Marketing Plan MonthDeliverable / ActivityBudget 6Create customer video testimonials and upload to website, Youtube, and/or facebook page. Determine evaluation questions. Conduct seminar/webcast dry run with speakers, moderator and question managers. If holding seminar, confirm catering and A/V requirements. 7Distribute reminder emails to target customers 2 weeks and 1 week prior to the event. Begin telemarketing calls to encourage registrations Conduct seminar, track attendees and evaluations. 8,9Develop campaign metrics report on registrations, attendees, satisfaction ratings, leads, customer meetings scheduled, and recommendations for next campaign Send follow up communication to customers following event, include offer using Cisco UC promotions. Follow up on leads from the live event. Invite strategic customers or prospects to a wide range of Collaboration Architecture demos, in person if possible (office or Cisco demo lab) or leverage the CITW program. Create case studies following successful implementation and post on websites. 10,11Visit or call A& B leads; Leverage Business Decision Maker and Technical Decision Maker presentations 12Close leads Call C & D leads; plan a follow up meeting with leads Plan next quarter marketing plan; Apply for JMF from Cisco on Partner Marketing Central Map out detailed tasks to execute the appropriate marketing campaign.

10. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Pervasive Video For co-brand templates, visit the Pervasive Video Campaign Page.Pervasive Video Campaign Page

11. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Collaboration Breakaway For co-brand templates, visit the Collaboration Breakaway Campaign Page.Collaboration Breakaway Campaign Page

12. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID 12

13. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Use the power of video – share with your customers http://videolounge.cisco.com/video/

14. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Cisco Collaboration Partner Community – Real-time Discussion with Cisco Subject Matter Experts https://www.myciscocommunity.com/community/partner/collaboration/

15. © 2009 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialPresentation_ID Marketing activity template