The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss

1. JOSEPH PUTHUSSERY
Vice President, GTM Global Demand Center

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BEHIND EVERY …
Company Name Search QuerySocial InteractionMobile Device
MARKETING IS B2ME

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THE BUYING PROCESS HAS CHANGED
of customers
initiate the
first step in
the buying
cycle
90%
of customers
want an
integrated
marketing
approach
72%
The number of
times a customer
will “touch” a
vendor before
making a
purchase
11
Sources:
Engagement booster- Content published on 2 or 3 channels had a 24% increase in engagement – Michael Lewis
Consumer driven- 72% of consumers want an integrated marketing approach - E-tailing Group, (June 2011) “4th annual Consumer Insights Survey”
Self-Initiated Starts Online Integrated Journey

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Zero-Touch Automation
OPPORTUNITY:
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
• Digital relationship
• Joint accountability to revenue
Marketing Sales
Highest Uptime and Quality

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1. Build a Foundation
2. It’s the Planning, Not the Plan
3. Accountability
4. Communication
5. Execute and Deliver
Team
Goal
Plan

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DEMAND GENERATION WATERFALL
Data Source: Sirius Decisions Benchmarking Study done in Feb 2012.
Contacts
Responses
Marketing
Qualified
Leads (MQL) Sales
Accepted
Leads (SAL) Sales
Qualified
Leads (SQL) Closed
Business
Individual Names
(in Database)
Raw
Responses
BANT-Qualified
Leads
Added to Sales
Pipeline
Booked Deals
Leads Accepted
by Sales/Partners
Best: 10%
Best: 28%
Best: 44%

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COMMON LANGUAGE
FINDING A LANGUAGE THAT EVERYONE CAN TEACH,
LEARN, UNDERSTAND, AND APPLY
Sales Acceptance
Marketing Qualified
Responses
Sales Qualified Leads
MARKETING
SALES
Booked Opportunity
Moment of Truth

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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
SCPSFDC

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MANAGING THE BUSINESS WITH SHARED GOALS
“Setting goals is the first step in turning the invisible into the visible.”
–Tony Robbins
Maintain
Organizational
Visibility
Inspect &
Review
Assign
Ownership
Keep it Simple
Make it
Relevant

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CERTIFICATION, EDUCATION, & CONSISTENCY
Certification
• Marketing programs or activities certified to drive SQL
• Entered directly into our SFDC platform
• Agreed with Sales that it’s marketing sourced
• Must meet agreed upon criteria
Education & Consistency
• SFDC and dashboard training
• Certified revenue management courses
• Monthly/quarterly education classes
• Workbook: consistent terminology and definition

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PLANNING BEST PRACTICES
Annual revenue
summit
Weekly targets
Regional agreement
and commitment
Excitement and a
little competition

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Region
Geography
Architecture
Engine
Bookings
Top & Middle Funnel
FY15 Outlook
Inbound
Expanding and integrating
our partner footprint
Big data analytics 
anticipating and predictive
Integration external and
internal touchpoints
Real-time content optimization
Commerce engine
Total
Opportunities

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Is your marketing keeping pace with changing
technology and buying behaviors?
Are you transforming your marketing to being
a goal-oriented function?
Are you thinking about marketing as a
revenue generation machine?

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28. Thank you.