ICT forum
October 30th
Co-Marketing
Nikos Botinis
Channel Manager
Greece, Cyprus & Malta
Presentation_ID
© 2007 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
1
Cisco’s Channel Vision & Mission
Transforming the customer experience with
the World’s best partners
Creating capacity for growth by accelerating
partner and customer success
CSS 104
13479_03_2007_c1
© 2007
Cisco
Inc. All
Allrights
rightsreserved.
reserved.
© 2007
CiscoSystems,
Systems, Inc.
Cisco Confidential
2
Customer requests are changing
OIP
TAP (CTMP)
Partner Profitability
Business Solutions
Integrated Technologies
Technology Specialized
Individual Products
Partner Value-Add
© 2007 Cisco Systems, Inc. All rights reserved.
Channel
Routes to Market
>80%
of Revenue via Partners
Directproviders
VARs,
Solution
Systems Integrators
(MS/Outsourcing)
Distributor
Distributors
Value Add
Value Add
Resellers
2-Tier
(VARs)
Resellers
Managed
Services /
Service Provider
Outsourcing
Channel
Providers
© 2007 Cisco Systems, Inc. All rights reserved.
Customers
Offer-Based Strategy
Resale
Managed
Services
Outsourcing
 Supports value-based Go-To-Market
 Choices support differentiation and profitability
© 2007 Cisco Systems, Inc. All rights reserved.
Resale Program
Resale
© 2007 Cisco Systems, Inc. All rights reserved.
Managed
Services
Outsourcing
Resale Program: Partner gets Branded
SIP
VIP
Customer Support
Satisfaction Infrastructure
TAP (CTMP)
© 2007 Cisco Systems, Inc. All rights reserved.
OIP
Specializations
MS Program: In Pilot
Resale
Managed
Services
Outsourcing
 Market is growing at 32% per annum (Gartner)
© 2007 Cisco Systems, Inc. All rights reserved.
Managed Services Growth: 32% CAGR
$36B
$29B
CAGR
W. Europe
27%
North America
33%
Middle East & Africa
Latin America
Japan
E. Europe
Asia/Pacific
46%
50%
35%
43%
46%
$23B
$18B
$13B
$9B
2005
2006
2007
2008
2009
2010
Why?
 Increased complexity of applications and solutions
 Expectation of universal access to tools and applications
 IT departments evolving focus to out-tasked model
Source: Gartner Dataquest (August 2007) / Ovum July 2007
© 2007 Cisco Systems, Inc. All rights reserved.
What is a Managed Service Offer ?
Managed Service offer meets the following
criteria:
1. SLA between partner and end customer
2. Remote configuration and troubleshooting
3. Remote monitoring of subject CPE
4. Minimum contract term is one year
5. CPE title with partner, customer or lessor
© 2007 Cisco Systems, Inc. All rights reserved.
MS Program: Service Gets Branded
Tiering of
Managed Services
Service
covered
by SLA
© 2007 Cisco Systems, Inc. All rights reserved.
Network
Operations
Center
OS Program: In Development
Resale
Managed
Services
 Distinct and separate offer type
© 2007 Cisco Systems, Inc. All rights reserved.
Outsourcing
What is an Outsource Offer ?
Outsourcing offer must meets the following
criteria:
1.
Outsourcer is responsible for the management of
specific end customer assets including employees,
third party contracts, systems and data
2.
Specific agreement with end customer for receipt of
defined services, pricing, and level of service quality
3.
Outsourcer acts as attendant to subject assets and has
capital responsibility for maintenance, disposal, refresh,
and other changes
4.
Minimum contract term is three years
5.
Asset title can be with partner, customer or lessor
© 2007 Cisco Systems, Inc. All rights reserved.
OS Program: Transaction Specific
Specializations
Outsourcing
Agreement
with
Specific
SLA
© 2007 Cisco Systems, Inc. All rights reserved.
Infrastructure
“Ownership”
and
Management
Offer-Based Strategy
Resale
Managed
Services
Outsourcing
 Supports value-based Go-To-Market
 Choices support differentiation and profitability
© 2007 Cisco Systems, Inc. All rights reserved.
Channel
Routes to Market
>80%
of Revenue via Partners
Solution providers
(MS/Outsourcing)
Distributor
Value Add
Value Add
Resellers
(VARs)
Managed Services /
Outsourcing Providers
© 2007 Cisco Systems, Inc. All rights reserved.
Customers
Marketing Funds : DDF
 Distributor Development Funds are to be used for
distributor marketing activities for resellers.
 Demand Generation :
– Direct Marketing
– Print Advertising
– Outdoor Advertising
– Catalogue
– Telemarketing
– Seminars/Workshop
– Shows/Exhibitions.
© 2007 Cisco Systems, Inc. All rights reserved.
Marketing Funds : Joint Marketing Funds (JMF)
 The Cisco Joint Marketing Fund (JMF) is designed to
provide Cisco partners with the tools and resources
needed to effectively market their companies and the
Cisco product lines they carry.
 Key Benefits:
– Get funding and support for pre-approved demandgeneration activities
– Generate new business
– Strengthen your competitive advantage in the
marketplace
– Increase sales
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
 Step 1: Identify business and marketing objectives.
 Step 2: Define your unique value proposition.
 Step 3: Develop the communications strategy.
 Step 4: Execute your campaign activities.
 Step 5: Measure the campaign results.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
Step 1: Identify business and marketing
objectives.
 The first step in developing a sound marketing strategy is
to identify your business and marketing objectives and
make sure that they are well-aligned.
– The most successful marketing plans include objectives that
are:
•
Specific: goals are clear and concise
•
Measurable: results can be reported
•
Realistic: goals can be obtained within the market
conditions
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
Step 2: Define your unique value proposition.
 Understanding your customers and their needs is the
foundation of good marketing and messaging.
 Is your value proposition targeted, relevant, and
compelling?
 Have you differentiated yourself from close competitors?
Having a proposition that both persuades customers and
differentiates your company from its competitors is the
best way to deliver your message.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
Step 3: Develop the communications strategy.
 Once you have defined your business and marketing
objectives and completed your positioning and
messaging, the next step is to develop a communications
strategy to give your campaign focus and direction.
 By further segmenting the customer audience and
developing messaging that addresses each segment
specifically, your communications strategy will be more
comprehensive.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
Step 4: Execute your campaign activities.
 Now is the time to begin creating and implementing your
marketing activities. First outline which tactics fit best with
your communications strategy.
 Then determine the dates when your campaign will run.
 Next, access Campaign Builder, a tool you can use to
easily create co-marketing, cobranded materials.
© 2007 Cisco Systems, Inc. All rights reserved.
Plan your campaign
Step 5: Measure the campaign results.
 After investing valuable resources, it's important to
measure the effectiveness of your campaign.
 To make result measurement easier, plan the metrics that
you will track before executing your campaign.
© 2007 Cisco Systems, Inc. All rights reserved.
Customer requests are changing
OIP
TAP (CTMP)
Partner Profitability
Business Solutions
Integrated Technologies
Technology Specialized
Individual Products
Partner Value-Add
© 2007 Cisco Systems, Inc. All rights reserved.
Deliberate Choices can Differentiate You
& Maximize Your Profitability
© 2007 Cisco Systems, Inc. All rights reserved.