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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

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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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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,