the holy grail: connecting marketing with sales by blair christie
DESCRIPTION
Cisco SVP and Chief Marketing Officer Blair Christie's presentation from the 2014 AdAge CMO Strategy Summit in San Francisco.TRANSCRIPT
THE HOLY GRAIL CONNECTING MARKETING WITH SALES
Blair Christie
SVP & Chief Marketing Officer
September 17, 2014
AdAge CMO Strategy Summit, San Francisco
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BEHIND EVERY…
Company Name Search QuerySocial Interaction Mobile Device
MARKETING IS B2ME
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THE BUYER’S JOURNEY HAS
CHANGED
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SALES & MARKETING
ALIGNMENTWAS INEVITABLE
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Zero-Touch Automation
WHAT DO WE EACH HAVE
TO OFFER?
• Valuable customer data
• Warmer leads, not contacts
• Faster qualification times
• Automated partner platform performance
• Valuable data on leads provided
• Personal+ Digital relationship
• Company insight
• Joint accountability to revenue
Marketing Sales
Highest Uptime and Quality
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VELOCITY
VOLUME
VOLUME VALUE
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VOLUME
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THOUGHT LEADERSHIP IS
NOT OPTIONAL
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EMOTIONAL CONNECTIONS
ARE KEY
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CUSTOMERS WHO FEEL EMOTIONALLY
CONNECTED
Source: CEB/Motista Survey, n=3,000
70%
40%
10%
B2C Brands B2B Brands
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The Internet of Everything is changing everything.
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VELOCITY
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Corporate Executive Board
“…of the purchase decision is complete before a customer
even calls a supplier.”
“…of the buyer’s journey is now done digitally.”
Sirius Decisions
57% 67%
DOUBLE DOWN ON DIGITAL!
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CONNECTED CUSTOMER
INTERACTIONS & SCALE
Cisco.com Digital
Platform
Unique, relevant offers and recommendations personalized to the customer
Data is given to the entity best suited to fulfill the customer needs
Marketing Automation: Intelligence and predictive analytics
Partner
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WHERE CISCO IS
TODAY
in Global Sales Pipeline for FY14
,,,$
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A MARKETING
SCRUM
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MAXIMIZING
SALES ENABLEMENTSOLUTIONS
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VALUE
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TARGETING NEW
BUYINGCENTERS
Network ManagerNetwork ManagerVP Infrastructure
CEO
Server/Storage Buyer
VP Desktop Apps
CIO
SP CTO/CMO
Security Architect
SP Product Manager CISO/CSO
Line of Business Leader
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DID YOU KNOWVERTICAL SOLUTIONS PROVIDE MORE REVENUE?
AverageProduct Sale
SI Sale Average
Solution SaleAverage
Revenue per Sale
% Increase from Product Only Sale
% G
row
th
Sa
les
Re
ve
nu
e$626,394
479%
$243,777
125%
$108,242
Source: Cascade Business Group Research
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LOYALTY
• Discuss loyalty piece here..
LOYALTY
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VELOCITYVOLUME VALUEAIR COVER
AWARENESS
SELL FASTER
BETTER ENABLEMENT
LARGER DEALS
CUSTOMER RELEVANCY
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Do you know where your customers are learning about you?
Is your investment in digital enough to lead in your market?
Are you thinking about marketing as a revenue generation machine?
Do you create emotion with your thought leadership activities that carries through everything you do?
TOMORROW starts here.