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This document is Cisco Confdential.

For Cisco Internal and Reseller use only. Do not distribute.

Services Guide

Selling Proessional Services


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2011 Cisco Systems, Inc. All rights reserved. This document is Cisco Condential. For Cisco Internal and Reseller use only. Do not distribute. 1< >

Topic Snapshot

How to Use This Guide

This document can help Cisco partners1,particularly owners, managers, and sales teams,learn how Cisco Proessional Services, ormerlyreerred to as Cisco Advanced Services, can helpevolve their proessional services practice. We willdiscuss the role o Cisco Proessional Servicesand describe the portolio o services oerings.We will help you identiy how to best use theseoerings to support and achieve your businessgoals while bolstering your own services oerings.

The Cisco Services Accelerate Program

This services guide is part o the Cisco ServicesAccelerate Program, which is a training andincentive 2 program or eligible Cisco channelpartners and is available worldwide. The programis designed to help you and your teams sell CiscoServices more eectively and grow your business.

1The term partner does not imply or signiy a legal partnership relationship

between Cisco and the Cisco reseller or other party.

2Incentives not available in all regions.

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

What You Need to Know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

What You Can Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Cisco Branded Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Cisco Collaborative Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Strategies or Successul Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Important Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Contents
http://www.cisco.com/go/acceleratehttp://www.cisco.com/go/acceleratehttp://www.cisco.com/go/acceleratehttp://www.cisco.com/go/accelerate


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2011 Cisco Systems, Inc. All rights reserved. This document is Cisco Condential. For Cisco Internal and Reseller use only. Do not distribute. 2< >

Executive Summary

Cisco is evolving our business to a more collaborative model that puts our partners at

the center o the customer relationship. We are developing new oerings that provide

the skill sets, engineering, and intellectual property to back you up where and when

you need it. This services guide explores the benets o oering proessional services

to help your customers realize the ull potential o their IT investments. Embracing

proessional services as an integral part o a services practice will help you reinvent

your business model and place you in a stronger position to sell architectural solutions

to your customers. Taking an architectural approach enhances your relationship with the

customer, provides new sales opportunities, and increases protability.


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3< >2011 Cisco Systems, Inc. All rights reserved. This document is Cisco Condential. For Cisco Internal and Reseller use only. Do not distribute.

Value o Leading with Proessional Services

Cisco Proessional Services, ormerly reerred to as Cisco

Advanced Services, help customers optimize their network

investment and speed migration o advanced technologies. By

leveraging Ciscos networking expertise, customers can better

optimize IT services, integrate new technologies into their core

inrastructure, manage change, and continually enhance network

perormance, availability, and security.

For partners, selling proessional services extends your

customer interaction beyond a product sales relationship. With

proessional services, you can provide comprehensive, strategicand innovative solutions which can position you to play a greater

role in your customers success. Selling services oers the

opportunity or partners to earn higher margins, generating a

recurring revenue stream through the sale o services renewals.

A typical service gross margin or a Cisco partner running a

successul services business is 18 to 25 percent3an attractive

alternative compared to product margins that can be as low as

one percent.

With more than 80% o Ciscos annual product and services

revenue fowing through our partners, services represent a

signicant growth opportunity. Additionally, o this $41B servicesmarket opportunity, Cisco Services currently participates in

less than 20% o the marketcreating an enormous opportunity

or our partners. We expect partners to generate 5-10 times

the services revenue o Cisco. Selling services can help you

extend, grow, and transorm your business, providing you with

the opportunity or higher gross and net margin dollars as well as

predictable recurring revenue.

What You Need to Know

Cisco partners are in an excellent position to support customer

business issues and help solve their challenges. Cisco partners

serve as trusted advisors to their customers, guiding them

towards solutions that best address their needs throughout

the network liecycle. Cisco helps you build a robust service

practice, strengthen the services you sell and add depth and

breadth to your service portolio. Cisco oers a variety o

programs and partner enablement resources that enable you to

sell and deliver services. With little or no investment in support

inrastructure, you have the opportunity to oer your customers

direct access to Cisco expertise and proactive resources that

keep their business up and running.

3Source: National Association o Computer Consultant Businesses (NACCB)

2009 Operating Practices Report


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Our Build capabilities help you to you successully transition to

your architectural solution. Specic build services capabilities

include: Architecture and Deployment, Migration, and

Integration.

Our Run capabilities help you meet operational requirements

and optimize your IT inrastructure to help assure that you

continue to get the most out o your investment as your

business evolves. Specic run capabilities include: Product

and Solution Support, Network Perormance Analytics,

Network Peer and Industry Benchmarking, Architecture

Operations Assessments, Architecture Optimization, and

Remote Monitoring, Diagnostics and Alerts.

We knew that i we didnt use Ciscos network planning and designservices at the beginning, wed pay or it in the end.

Manager o Systems and Networks, Health Care Provider

Cisco Liecycle Services Approach

The Cisco Liecycle approach to services denes the requisite

activities at each phase o the network liecycle to help ensure

service excellence. The Cisco Liecycle Services approach

(Figure 1), along with supporting methodologies and training,

provides you with opportunities to increase your protability by

helping you to improve your skills, enhance your own portolio,

and expand your services practice.

Our Plan capabilities help you plan and design technology

solutions that allow you to respond to new opportunities

including upgrades, business expansion, or mergers. Specicplan services capabilities include: Business and Architecture

Strategy Alignment, Architecture Planning and Design,

Architecture and Technology Assessment, Facilities Planning

and Design, Architecture Security, and Architecture Design

Validation.

What You Need to Know (continued)

Figure 1. The Cisco Liecycle Approach

PlanPrepare Design Implement Operate Optimize

Plan Build Run


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The Cisco Proessional Services Portolio

Cisco Proessional Services help businesses in the prepare,

plan, design, implement, and optimize stages o the liecycle

(Figure 1). By engaging with Cisco Proessional Services in

these stages, you can be ront-and-center as your customers

transorm their businesses.

The availability o Cisco Services or resale is dependent on geo-graphic region, the terms o your contract with Cisco, and whetheryou purchase directly rom Cisco or through a Cisco AuthorizedDistributor. I you have a direct relationship with Cisco and have

questions about what services you can resell, please contact yourCisco channel account manager. I you purchase through a distribu-tor and have questions about what services are available or you toresell, please contact your distributor.

The Cisco Proessional Services portolio is comprehensive,

and services can be customized to meet the needs o your

customers based on their specic business objectives. Cisco

can work with you to determine the specic services that

address customer requirements.

Figure 2 shows a range o Cisco Proessional Services

capabilities that are available. These capabilities are

representative and not all-inclusive, but they will give you an

idea o the range o the oerings. You can position yoursel as a

trusted advisor by working with Cisco to determine the specic

services necessary to address your customers requirements.In the top band in Figure 2 are services capabilities that are

typically associated with new opportunities, such as upgrades,

business expansion or merger. These capabilities address the

critical alignment, justication and planning phases o a project.

What You Can Sell

Figure 2. Cisco Proessional Services Capabilities


7/136< >2011 Cisco Systems, Inc. All rights reserved. This document is Cisco Condential. For Cisco Internal and Reseller use only. Do not distribute.

The middle row in Figure 2 represents the design and

implementation capabilities that can help you successully

transition to new opportunities.

The bottom row o capabilities in Figure 2 help meet operational

requirements and optimize network perormance; they include

perormance tuning, education, IT process improvement and

sotware support. They help customers receive maximum value

rom their IT investments as they plan or uture business needs.

Partner Go-To-Market

Cisco oers two sales approaches or our partners. The rstis Cisco Branded Services, where partners take existing Cisco

Proessional Services delivered by Ciscos Advanced Services

practice and resell themwithout changing the service. The

second is Cisco Collaborative Services, where Cisco shares its

service oerings and intellectual capital with partners, and you

customize them and sell directly to the customer.

Cisco Branded Services

Cisco Branded Services are sold by partners and delivered by

Cisco experts who have extensive networking, business and

technology experience in large networks. You take an existingCisco service and resell it. Cisco Branded Services enables you

to provide your customers with support services without having

to make signicant investments in developing and operating your

own support inrastructures.

Any resale Channel partner can resell Cisco Branded Services.

There are some limitations in the ollowing areas: i the services

are related to technologies covered by an ATP, or example

Cisco TelePresence, and or Tier 2 partners reselling SOW-

based Cisco Proessional Services or the Network Optimization

Service. A complete list o the Cisco Proessional Services

available or resell at listed on this link: http://www.cisco.com/

web/about/doing_business/legal/service_descriptions/index.

html#~2

Cisco Collaborative Services

Cisco Collaborative Services helps specialized partners build

or add to their proessional services practices. Since this

sales guide ocuses on selling proessional services, were

concerned with one specic Cisco Collaborative Service, called

Collaborative Proessional Services. Collaborative Proessional

Services gives you the ability to take existing Cisco ProessionalServices and add personalized solutions or your customers.

Collaborative Proessional Services is designed or partners who

have in-house services expertise, but may need to call on Cisco

or additional support in specic areas. It takes Cisco intellectual

capital, expertise, inrastructure, and services, and combines

these with your own services, expertise, and capabilities. By

selling tailored oerings, you create opportunities to reach new

customers, and you also get new ways to engage with existing

customers. Partner benets include:

Reduce capital investments required to grow a proessional

services practice

Eectively scale proessional services to meet customer

demand

Increase customer loyalty with real-time network intelligence

that provides proactive problem resolution with greater

consistency and accuracy

Gain a competitive edge in penetrating new and existing

accounts

What You Can Sell (continued)
http://www.cisco.com/web/about/doing_business/legal/service_descriptions/index.html#~2http://www.cisco.com/web/about/doing_business/legal/service_descriptions/index.html#~2http://www.cisco.com/web/about/doing_business/legal/service_descriptions/index.html#~2http://www.cisco.com/web/about/doing_business/legal/service_descriptions/index.html#~2http://www.cisco.com/web/about/doing_business/legal/service_descriptions/index.html#~2http://www.cisco.com/web/about/doing_business/legal/service_descriptions/index.html#~2



Collaborative Proessional Services is the rst collaborative

service portolio that is sold to partners to support their

proessional and managed service practices. It was designed

or organizations with 250-5000 employees or connected

users including markets such as midmarket, small enterprise,

local government and education. Collaborative Proessional

What You Can Sell (continued)

Services are not available to all partners. Only partners who are

specialized in the technology they are ordering can purchase

Collaborative Proessional Services. Cisco may require ATP or

other specializations as a pre-requisite in addition to partner

certication in order to meet the requirement or purchasing

certain Collaborative Proessional Services oerings.

Table 1. Cisco Collaborative Proessional Services Portolio

Borderless Networks Collaboration Data Center

Routing andSwitching

Security WLANUniied

CommunicationsVideo/TelePresence Data Center Virtualization

Routing & SwitchingAssessment

Routing & SwitchingAssessment Multipack

Multi-Day Router & LANSwitch Audit

Security Mgmt Planning& Design Guidance

Security Mgmt Planning& Design Development

Uniied SecurityPlanning & DesignGuidance

Uniied SecurityPlanning & Design

Development End Point Security

Planning & DesignGuidance

End Point SecurityPlanning & DesignDevelopment

Network DeviceSecurity Assessment

WLAN Planning& Design Guidance

WLAN Planning& Design Development

WLAN Voice Planning& Design Guidance

WLAN Voice Planning& Design Development

UC Planning & DesignGuidance

UC Planning & DesignDevelopment

Uniied-Contact CenterExpress Planning &Design Guidance

Uniied-Contact CenterExpress Planning &

Design Development Uniied Communications

Call Mgr Assessment

Uniied CommunicationsUnity Assessment

Uniied Contact CenterAssessment

UC on UCS Planning& Design Guidance

UC on UCS Planning& Design Development

CPS Network ReadinessAssessment

Video SLA Assessment

TelePresence Planning& Design Guidance

TelePresence Planning& Design Development

DC WAAS Planning& Design Guidance

DC WAAS Planning& Design Development

DC Nexus Planning& Design Guidance

DC Nexus Planning& Design Development

DC ACE Planning

& Design Guidance DC ACE Planning

& Design Development

UC on UCS Planning& Design Guidance

UC on UCS Planning& Design Development

Practice FoundationManagement

UCS Planning & DesignGuidance

UCS Planning & DesignDevelopment

UCS Program ManagerAccelerator

UCS Partner PracticeLab DemonstrationAccelerator

UCS TechnicalConsulting Accelerator



Promote Ciscos Three Architectures

Customers no longer buy technology, they seek solutions to

business problems. Cisco partners who can help their customers

meet their evolving business needs are in an excellent position

to uncover new opportunities or sales o Cisco product and

services. However, this approach requires a transormation o

your own business model.

Although there is plenty o competition at the product level, ew

vendors can help solve customer problems at the system level.

Cisco has developed an architectural approach that lets you

address your customers needs in a more holistic way. Ciscosarchitectural approach enables you to directly link the network to

your customers business and organizational perormance. It also

gives you the power to predict and improve IT services quality.

Cisco Services enable you to take the architecture vision and

scale it into your customer engagements.

An architectural approach:

Engages customer executives in trusted relationships with you

Enables you to provide increased customer value

Helps you to better understand customers business goals

Lets you partner with Cisco to provide solutions that use Cisco

technologies

Improves or extends your capabilities

Cisco has identied three network-centric architectures that are

essential to the evolution o the network:

Strategies or Successul Selling

Borderless Networks: A Cisco next-generation architecture

that delivers the new workspace experience, connecting

anyone, anywhere, using any device, to any resource

securely, reliably, transparently

Collaboration: A portolio o solutions to enable collaboration

within the company and around the world

Data Center: A cohesive system uniting the network and

virtualized computing resources

Both Cisco Branded Services and Cisco Proessional Services

support all three architectures. They automatically give

you an Architectural-based services portolio that you can

sell to customers. By giving you the ramework to deliver

architecture-based solutions to customers, were helping

to change your relationship with your customer, making you

more o a consultant. The result is a deeper relationship, more

opportunities to sell, and bigger margins.

A complete list o the services by Architecture can be ound at

the ollowing websites:

Services or Borderless Networks

www.cisco.com/en/US/partner/products/ps10716/

serv_group_home.html

Services or Data Center

www.cisco.com/en/US/partner/products/ps10364/serv_group_

home.html

Services or Collaboration

www.cisco.com/en/US/partner/products/ps11250/

serv_group_home.html
http://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.html


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Strategies or Successul Selling (continued)

Lead with Proessional Services

By leading with a proessional services engagement, you can

help your customers identiy their challenges and opportunities

and design and implement a solutions architecture that

addresses those needs. Oering these services early in

the sales cycle helps you learn important inormation about

the customer that inorms the entire sales process and

enhances your ability to generate incremental revenue rom

implementation services, hardware and sotware sales, and

support solutions.

Cisco partners can benet rom Cisco Proessional Services toexpand their proessional services portolio. In addition, partnerscan take advantage o the Cisco Liecycle Services approach andthe tools and templates available through Cisco Steps to Success toexpand their proessional services.

The seeds o success or a customer engagement are planted in

the planning and design phases. A deep bench o experienced

sta participating in these critical phases can dierentiate your

company and provide credibility or your approach.

Cisco has a fexible go-to-market strategy that lets partners

oer their own brand o proessional services. Partners can also

use Cisco intellectual property to build or expand a proessional

services practice. Partners who do not have plans to build their

own proessional services practice can either work with Cisco

or resell Cisco Proessional Services.

Focus selling activities on securing consulting engagements that willultimately promote sales o all product and ollow-on services.


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How Can You Evolve Your Proessional Services

Practice?

It is clear that Cisco Proessional Services will have an immedi-

ate eect on your business, here are steps you can take today to

help you get started:

Tap Cisco experts: We are here to help you help your

customers align business and technology by oering industry

consulting and senior technology skill through our Cisco

Proessional Services oerings. Tap Cisco experts in vertical

industries, enterprise architects, business analyst experts, and

project managers. Our resources are highly skilled Cisco ITarchitects, ormer CTOs or CIOs o large organizations, and

experienced senior consultants who can help you reach out to

both IT and business decision makers.

Invest in training: Cisco is ready to help you and your

sales sta understand not only the benets o our Cisco

Proessional Services oering, but also how to eectively sell

solutions. Search or Cisco Proessional Services topics in the

Cisco Services Accelerate Program. The Cisco Accelerate

Program oers important Cisco Proessional Services training

or owners, managers, and sales sta.

Access critical resources:

Visit the Cisco Advanced Services website to learn about all

o the available oerings.

Take advantage o partner resources designed to help

evolve your services practice:

Partner Practice Builder oers a proven, simplied

approach to building a Cisco solution-based practice,

whether by building a new practice area rom start

to nish or by improving a current practice. This

consistent, repeatable process will enhance productivity

by minimizing trial and error, thereby helping you build

protability and repeat business more quickly. Instilling

repeatable business processes will enable you to better

serve existing customers, enter new markets, oer new

services, and improve customer satisaction.

Steps to Successis a business-building platorm

that provides a step-by-step engagement model

to grow your capabilities or selling, delivering, and

supporting Cisco Advanced Technology business

solutions throughout the network liecycle. Steps to

Success provide project methodologies and associated

resources that help improve time to competency,

productivity, and protability by promoting consistency

and repeatability across the customer engagement.

Leading Practices or Partners and Services Practice

Templates, available on the Steps to Success website,

are designed or Cisco partners who want to build,

grow, or expand their services business. As a Cisco

partner, you can immediately use these resources

on any project to enhance your delivery capabilities

and reduce your time to market. Leading Practices

or Partners provide a how-to approach and include

executable action plans across the areas o technology

practices, sales/marketing, services delivery, and

support services. Services Practice Templates are a

mixture o checklists, guides, and other eld-proven

documents that assist in the implementation o these

Leading Practices or Partners.

Cisco Services or Partner website: Cisco oers ser-

vices resources that can help partners build and grow a

services practice, increase revenue potential and prot-

ability, learn about options or selling Cisco Services,

and learn about a wide range o tools and resources.

Action Plan
http://www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.htmlhttp://www.cisco.com/web/partners/sell/enablement/partnerpracticebuilder/index.htmlhttp://www.cisco.com/go/stepstosuccesshttp://tools.cisco.com/s2slv2/ViewDocument?docName=EXT-AS-207654http://tools.cisco.com/s2slv2/ViewDocument?docName=EXT-AS-207654http://www.cisco.com/web/partners/services/index.htmlhttp://www.cisco.com/web/partners/services/index.htmlhttp://tools.cisco.com/s2slv2/ViewDocument?docName=EXT-AS-207654http://tools.cisco.com/s2slv2/ViewDocument?docName=EXT-AS-207654http://www.cisco.com/go/stepstosuccesshttp://www.cisco.com/web/partners/sell/enablement/partnerpracticebuilder/index.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.html


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Cisco Partner Central

www.cisco.com/web/partners/index.html

Cisco Steps to Success

www.cisco.com/go/stepstosuccess

Cisco Advanced Services

www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.html

Cisco Branded Services

www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.html

Services or Borderless Networks

www.cisco.com/en/US/partner/products/ps10716/serv_group_home.html

Services or Data Center


Services or Collaboration


Important Links
http://www.cisco.com/web/partners/index.htmlhttp://www.cisco.com/go/stepstosuccesshttp://www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps11250/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10364/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/ps10716/serv_group_home.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.htmlhttp://www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.htmlhttp://www.cisco.com/go/stepstosuccesshttp://www.cisco.com/web/partners/index.html


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Americas HeadquartersCisco Systems, Inc.San Jose, CA

Asia Pacific HeadquartersCisco Systems (USA) Pte. Ltd.Singapore

Europe HeadquartersCisco Systems International BV Amsterdam,The Netherlands

Cisco has more than 200 offices worldwide. Addresses, phone numbers, and fax numbers are listed on the Cisco Website at www.cisco.com/go/offices.

2011 Cisco and/or its affiliates. All rights reserved. Cisco and the Cisco Logo are trademarks of Cisco Systems, Inc. and/or its affiliates in the U.S. and other countries. A listing of Cisc o's trademarks can be found atwww.cisco.com/go/trademarks. Third party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any othercompany. (1005R) C07-690443-00 1011

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