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Marketing Services Organization

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How do you scale marketing programs to 3,000+ channel resale partners? Set up an organization that creates repeatable, customizable programs and garner vendor rates based on volume pricing.

Publié dans : Technologie, Business
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Marketing Services Organization

  1. 1. Scalable Marketing Delivery System Marketing Services Organization (MSO) U.S. Commercial Field Marketing
  2. 2. Agenda <ul><li>Goals & Background </li></ul><ul><li>Business Process </li></ul><ul><li>System Components </li></ul><ul><ul><li>WMS - Work Management Module </li></ul></ul><ul><ul><li>LMS - Lead Management Module </li></ul></ul><ul><ul><li>MAP – Marketing Acceleration Planner </li></ul></ul><ul><ul><li>JMF – Joint Marketing Funds </li></ul></ul><ul><ul><li>Comprehensive Reporting capabilities </li></ul></ul><ul><li>Results & Recognition </li></ul><ul><li>Systems Deep Dive </li></ul>
  3. 3. Commercial Marketing Global Initiative <ul><li>To drive Cisco's success in the global Commercial marketplace by executing best-in-class marketing programs that drive new customer acquisition, extend technology adoption and accelerate channel partner growth </li></ul>Peter Alexander VP Worldwide Commercial Marketing
  4. 4. US Commercial Initiatives 50,000 Podcasts 5M Users Propagate Content to $2B Pipeline Revenue Millions Through Viral Marketing Reaching 1,000 Co-Branded Partners 300,000 Broadcast Video to 15,000 LiveTouches
  5. 5. US Commercial Marketing Mission Drive pipeline and sales productivity, by delivering scalable, integrated programs, connected with our partners and our sales organization, with an innovative marketing machine.
  6. 6. Historic Marketing – One Campaign <ul><li>Lead distribution issues </li></ul><ul><li>Poor partner buy-in </li></ul><ul><li>No opportunity to tune program or messaging </li></ul><ul><li>No opportunity to use Partner ’s lists </li></ul>One theatre campaign Lead distribution 1 times 100 thousand
  7. 7. Scalable Marketing - Plays <ul><li>Defined approach and outcome </li></ul><ul><li>Standard processes </li></ul><ul><ul><li>Common infrastructure, limited variability, measurable </li></ul></ul><ul><li>Play owner </li></ul><ul><li>Play executor </li></ul><ul><li>Play sponsor </li></ul>One national campaign Multiple instances or plays Opportunity ownership 100 times 1000
  8. 8. The Commercial Field MSO <ul><li>An Innovative Marketing Machine that combines new & existing business processes, systems, people, vendors and partners into an Integrated Delivery System for local partner and Cisco Co-Marketing plays in a very scaleable, productive and cost effective manner. </li></ul>
  9. 9. Core Business Focus Marketing System Infrastructure Partner Led Marketing Plays Account Manager Plays Vendor Management - 360 Integrated Business Processes
  10. 10. Innovative Business Process aligning corporate with theater execution Develop Automate Execute Measure Optimize Design Order Theatre Marketing The Model
  11. 11. Program Development <ul><li>Select Targets </li></ul><ul><li>Choose Marketing activity </li></ul><ul><li>Work to develop solution </li></ul><ul><li>Provide Content </li></ul><ul><li>Communication to Sales </li></ul><ul><li>Technology, Segment, Vertical </li></ul><ul><li>TM, Call Blitz, Broadcast etc </li></ul><ul><li>Create the offer </li></ul><ul><li>Collect and Consolidate, post </li></ul><ul><li>Create Playbook, Launch play </li></ul>Alignment to Corporate Objectives
  12. 12. Definition Of A Play <ul><li>A Play is a prescriptive set of behavior based actions that, when executed by field representatives (Cisco and Partner account managers), is designed to drive measurable pipeline revenue. </li></ul><ul><li>Plays are designed around the following tactics and are not limited to this list. </li></ul><ul><li>Call Blitz </li></ul><ul><li>NOW van </li></ul><ul><li>Broadcast (CIN) </li></ul><ul><li>Newsletter </li></ul><ul><li>Sharedvue </li></ul><ul><li>eMail </li></ul><ul><li>Direct Mail </li></ul><ul><li>Events & Seminars </li></ul><ul><li>Lead distribution </li></ul><ul><li>Guided voicemail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Partner Website </li></ul><ul><li>Radio </li></ul><ul><li>Appointment Setting </li></ul>
  13. 13. Typical Lifecycle Of A Play Week # 0 2 4 6 8 10 12 14 Pilot Release Idea Idea <ul><li>Strategy / objectives </li></ul><ul><li>Tactics – actions </li></ul><ul><li>Play classification </li></ul><ul><li>Tools and support </li></ul><ul><li>Business case </li></ul><ul><ul><li>ROI </li></ul></ul><ul><ul><li>Local relevance </li></ul></ul>Approval Development National rollout, Metrics and Feedback Approval <ul><li>CIN leadership team </li></ul><ul><li>Field advisory team </li></ul>National Rollout <ul><li>Portfolio of plays </li></ul><ul><li>Why do this? </li></ul><ul><li>Packaged delivery </li></ul><ul><li>Action required </li></ul><ul><li>Expected outcome </li></ul>Metrics <ul><li>Actual outcome </li></ul>Development <ul><li>Play development </li></ul><ul><li>Sales sheet </li></ul>Feedback <ul><li>Ongoing feedback and adjustment of play </li></ul>Impl. Implementation <ul><li>Vendor selection </li></ul><ul><li>Finalize costs & budget </li></ul><ul><li>Field and partner communication </li></ul><ul><li>Training </li></ul>Regional pilot and evaluation Regional Pilot <ul><li>Pilot play </li></ul><ul><li>Adjustments as necessary? </li></ul><ul><li>Refine expected outcome </li></ul><ul><li>National decision </li></ul>National Go / No Go Decision
  14. 14. WMS System - Design Consistency <ul><li>Vendor selection & integration into process </li></ul><ul><li>Detail level step by step lean process design </li></ul><ul><li>How the play will work effectively </li></ul><ul><li>Setting up cost and price </li></ul>
  15. 15. Vendor Management — 360 º Approach Development Plan between Cisco and vendor for training and development of services Quarterly Reviews Offers two-way feedback between vendor and MSO Including scorecard to facilitate accountability Assuring Customer Experience Offers first-hand assessment and inspection of business Partner Surveys Allows partner and to evaluate their experience Vendor Diversification Promotes healthy competition and new innovations
  16. 16. <ul><li>Vendor 360 º involves inspecting our business using a variety of techniques, resulting in a comprehensive review </li></ul><ul><li>Process includes feedback between AMM ’s and MSO </li></ul>Sophisticated Review Process Vendor diversity Partner surveys Phone monitoring and list seeding Vendor Scorecard
  17. 17. Order/Fund – MAP or WMS <ul><li>MAP Web “storefront” to view and order plays </li></ul><ul><li>JMF and funding options integrated </li></ul><ul><li>Partner First </li></ul><ul><li>Completes the Scalable Marketing System </li></ul><ul><li>WMS – Web Based </li></ul><ul><li>Provide access to Cisco AMs </li></ul><ul><li>Easy way to start </li></ul>
  18. 18. WMS System - Execution <ul><li>Step by Step Instructions - “ To-do list ” </li></ul><ul><li>Allows for consistent quality execution </li></ul><ul><li>Interface between Sales and Marketing </li></ul><ul><li>Provides Reporting </li></ul>Velocity and Scalability
  19. 19. Private List Portal - Operations <ul><li>MY WORLDATA: </li></ul><ul><li>Cisco Team members will be able to query lists instantly. </li></ul><ul><li>Expect a minimum of 300 lists to participate </li></ul><ul><li>Approximately 16 Million Records after de-duplication </li></ul><ul><li>Includes both response files (eg publishing files) and compiled databases (eg D&B) </li></ul>Cost Savings and Flexibility
  20. 20. LMS - Lead Management System <ul><li>Collects Play Results from all plays & vendors </li></ul><ul><li>New leads - Review leads & allocate to VAR </li></ul><ul><li>Manage Pipeline - Filter by region or VAR </li></ul><ul><li>Forecast Report - By date, by tech, by partner </li></ul><ul><li>Upload results to corporate systems </li></ul>Integrated into sfdc
  21. 21. Integrated Reporting
  22. 22. Partner Feedback <ul><li>“ The leads provided during the IPT campaign have been very positive.   I would consider the campaign successful as we have received one verbal commitment from Utility Trailer.  We will be signing contracts in one more week.  $60K in Total Gross Revenue” </li></ul>Convergence Solutions Advisor President and CEO “ We consider the events to be a success…the registrations were excellent.  We have about $250,000 of strong opportunities in our pipeline from the events ”
  23. 23. Summary Challenge <ul><li>Drive new customer acquisition </li></ul><ul><li>Accelerate Channel Partner Growth </li></ul><ul><li>Extend Technology adoption </li></ul><ul><li>Consistent Go To Market Approach </li></ul><ul><li>Scaleable way to reach SMB </li></ul><ul><li>Innovative Business Process </li></ul><ul><li>Work Management System (WMS) </li></ul><ul><li>Lead Management System (LMS) </li></ul><ul><li>Vendor 360 Program </li></ul><ul><li>Utilize Collaboration Systems </li></ul>Solution Results <ul><li>Plays - 4,395 </li></ul><ul><li>Partners – 1,993 marketing “with” </li></ul><ul><li>Leads – 20,732 </li></ul><ul><li>Pipeline -$191,633,190 </li></ul>Benefits <ul><li>Proven Results for both Cisco and Partners </li></ul><ul><li>Scaleable </li></ul><ul><li>Cost Effective </li></ul><ul><li>Consistent </li></ul><ul><li>Accountable </li></ul><ul><li>Quality </li></ul>