cisco - revamping and standardizing global marketing and sales content

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1 Cisco Confidential © 2013 Cisco and/or its affiliates. All rights reserved. 1

Revamping and Standardizing Global Marketing and Sales Content

Thierry van Herwijnen Sales Enablement

nl.linkedin.com/in/herwijnen

@tvanherwijnen

about.me/thierryvanherwijnen

[email protected]


Self-initiated and starts online No geographic, platform or organization boundaries

Easily targeted and mapped

11 The number of

times a customer will

“touch” a vendor before making a

purchase

60% Will use support

forums and technical

discussion groups to inform the

purchase decision

88% Suggest that

social channels are strong influencers during the

decision making process

90% Of customers initiate the first

step in the buying cycle... Not Sales!

43% Of the C-suite have made a

decision on which vendor to use by the time they first

speak with a salesperson

Source: Hubspot 2012; IDC 2012 EAG Buyer Experience Survey


Identify Business Problem

Discover Design Purchase Deploy Maintain & Optimize

74% 26% “How often do you choose a vendor who has worked with you

to turn a vision into a clear path to value?”

Forrester 2012 Buyers Inside Survey – 418 Executive Responses

Respond to Request Create and Deliver on a Vision


Training

Sales Content

Access to Experts

Market Intelligence

Account Intelligence

Demonstrations


20M pieces of indexed content stored across Cisco’s networks

3M over the last 6 months:

were added

Web Pages

1,844,768

Documents

1,790,313 Presentations

1,053,173

Acrobat 3,321,584

Spreadsheets

2,499,415 Text Files

316,816 Photos / Images

1,457,110

Drawings

47,321 Audio

11,349

Tools

118,547

Video

70,753

Project Plans

28,783


languages Top 10

Spanish

28,545 Korean

28,089

Japanese

155,596

English 15,010,584

Norwegian

63,949

German

22,716 French

27,378

Italian

19,152 Chinese

16,881

Dutch

12,859

on our INTERNAL Network


Cisco Seller Focus Groups

Partner Seller Focus Groups


Sales Content being created by everyone

No Consistent Messaging

Limited Standardization

Limited Accountability & Measurement


for an organization …

How do you make this work …

Like


Think of a number between 2 and 9 Multiply your number by 9 Add your 2 digits together Subtract 5 Match your number to a corresponding letter of the alphabet Think of a small country in Europe that starts with this letter Think of an animal that begins with the last letter of your country’s name Think of a color that begins with the last letter of your animal’s name


DENMARK KANGAROO ORANGE


One Team One Set Of Standards

One Process


Vision and Thought

Leadership

Architecture Solutions Industries

Product and Services

Standardized Sales

Enablement Kit

Authoring and Production Templates

How do we enable these conversations?

Which conversations do we want to

enable?


Plan Orchestrate

Write & Assemble

Localize & Translate

Tag, Certify & Publish

Feedback & Measure

Update or Retire


Cisco Product

Message

Cisco Services Message

Cisco Capital

Diff

eren

t Doc

umen

ts

Inte

grat

ed V

alue

P

ropo

sitio

n

Written by Professional

Writer

Cisco Product

Message

Cisco Services Message

Cisco Capital


Launch & Migration

Power Positioning Workshop

Sales Enablement

Brief

Sales Content Training

Demonstrations Proposals

…

cisco - revamping and standardizing global marketing and sales content

Technology

cisco confidential

cisco andor

purchase decision

training sales content

design purchase

mpieces of indexed content

technical discussion

eag buyer experience