VP, Digital Marketing @josephpty
A Balance Struck Joseph Puthussery
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MARKETING SALES TEAM
MARKETING
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Scale
Opportunity: What do we each have to offer?
• Deep relationships & engagement
• Understanding needs & Positioning complex solutions
• Make business happen
Marketing Sales
Deep engagement
• Focus on Customer total lifecycle & experience
• Scaling & Digital Relationship
• Education & Content
• Automation with Partners
@josephpty
#marketingsales
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Partnerships Formed
Framework Build the foundation
Global Demand Center
Blueprint Centralized vs Decentralized
Waterfall Scale to External
Benchmarks
Platform Automation
Implementation Best Practices
#marketingframework
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1. Build a Foundation
2. It’s the Planning, Not the Plan
3. Accountability
4. Communication
5. Execute & Deliver
A Balance Struck
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FOUNDATION
1
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Common Language
Sales Acceptance!
Marketing Qualified!
Reveals
Sales Qualified Leads!
MARKETING
SALES
Booked Opportunity!
Moment of Truth!
#demandgeneration
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Unknown & Known Contacts Unknown, known and existing contacts, focus on pre funnel, during and post funnel contacts.
Reveals
Marketing Qualified Leads (MQL) Sales
Accepted Leads (SAL) Sales
Qualified Leads (SQL) Closed
Business
Demand Generation
Segments & Audiences
Intent & Customer Reveal Focus on next response & iterate • Testing • Offer quality • Content quality • Personalization
Qualified Leads
Added to Sales Pipeline Booked Deals
Leads Accepted by Sales/Partners
Data Source: Cisco 2012 Conversion Rates and Sirius Decisions Benchmarking Study
Cisco: 41% Best: 75%
Cisco: 3% Best: 10%
Cisco: 10% Best: 28%
Cisco: 51% Best: 59%
Engagement
Opportunity
Bookings
Recurring Revenue
Cisco Today!
#demandgeneration
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FOUNDATION
1
#demandengine
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Paid | Earned | Owned
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!
Intelligence and predictive analytics!
SFDC
Audience segmentation!
Engage
Relevant Offers
Marketing Automation:
DMP CRM
#demandengine
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EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH
Building Blocks to Connected Customer Experience
Identify & Understand Audience
Create Engagement & Orchestrate
Experience
Build and Personalize
Content
Analyze, Report and Optimize
Magic that Makes it Happen
✓ Persona Development ✓ Offline ✓ Digital
✓ CRM & Partner ✓ Commerce ✓ Social
Data
✓ Audience Analytics ✓ Cross Channel Insights ✓ Social Analytics
✓ Marketing Resource Mgmt ✓ Attribution ✓ Dashboards & Scorecards
Analytics, Reporting & Attribution
✓ Content Planning ✓ Content Workflows ✓ Social Listening
✓ Topic Modeling & SEO ✓ Cross Channel Publishing ✓ Testing & Evaluation
Content, Personalization &
Testing
✓ Program Orchestration ✓ Marketing Automation ✓ Campaign Management
✓ Message Designer ✓ Lead Nurturing & Scoring ✓ Rapid Retargeting
Channel Platforms & Orchestration
#marketingplatform
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Marketing Technology Stack
Data Platforms & Providers
Channel Platforms &
Orchestration
Content, Personalization &
Testing
Analytics, Reporting & Attribution
Analytics Scoring Engines
Video
Attribution
Marketing Automation
SEO
Webinar
CC & Chat
Social Mobile Events XRM
Sureshot
DMP ABM Data Repository Tagging
Content & Publishing Testing Search and Collaboration
Under Evaluation
Reporting & MRM
Trillium
Dynamic Signal
Data
#marketingplatform
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TECHNOLOGY ENABLING …
FOUNDATION
1
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Sales & Partners
360 view of data customer across contact, account,
& lead.
Data visualization & execution based
on predictable insights
Customer 360
Account Based Marketing
Prioritization & Prediction
Partner Engage
Common tool providing services, content, leads, &
Investment
Lead scoring, prediction,
automation & connected intelligence
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Customers
Personalized interactions based
on data & interactions across
many channels
Seamless experience across
any device and every channel
Personalized Omni-Channel Real-Time Engaging Experience, art,
design and simplicity makes for
an extraordinary engagement
Dare to start right now. Be in the moment and
leverage every emotion
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Maintain Organizational
Visibility
Inspect & Review
Assign Ownership
Keep it Simple Make it Relevant
Managing the Business with Shared Goals
“Setting goals is the first step in turning the invisible into the visible.” –Tony Robbins
$1B
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Annual Revenue Summit
Regional Agreement & Commitment
Accountability levels AM,
RM, OD, AVP
Best Practices
Consistent Data
Foundation – removes
doubt
Give them “Their” cut of the data
Talk Sales Language
Excitement and a “Little” Competition
1 2 3 4
5 6 7
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Global Performance FY16 Opportunity Value ($M) and Conversion Rates
26%
32%
30%
31%
38%
45%
46%
58%
47%
47%
54%
63%
54.5%
0%
10%
20%
30%
40%
50%
60%
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
Q1'13
Q2'13
Q3'13
Q4'13
Q1'14
Q2'14
Q3'14
Q4'14
Q1'15
Q2'15
Q3'15
Q4'15
Q1'16
Q2'16
Conversion
Rate
(MQL to Opp
ty)
Opp
ortunity Value
($M)
Greater China
APJ
EMEAR
AMER
Global Conversion
3% 13%
28% 31% 38% 43%
51% 52% 42%
56% 59% 47.60%
67.50%
0%
20%
40%
60%
80%
$0
$200
$400
$600
$800
$1,000
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16
AMER
$124 $90
78% 75% 59%
85% 53%
64% 91%
53% 64% 95% 79%
68% 59%
0%
20%
40%
60%
80%
100%
$0 $200 $400 $600 $800
$1,000
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16
GC
3% 17% 11% 13%
22% 32% 33%
39% 34%
46% 43%
64% 60.10% 76.60%
0%
20%
40%
60%
80%
$0 $200 $400 $600 $800
$1,000
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16
EMEAR
$143 $203
29% 55%
38%
35%
72%
75% 53% 57%
47% 47% 57%
68% 58.10% 58.60%
0%
20%
40%
60%
80%
$0 $200 $400 $600 $800
$1,000
Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16 Q2'16
APJ
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Innovative Relevant Constant
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5 EXECUTE AND DELIVER
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Region
Geography
Technology
Engine
Bookings
Top & Middle Funnel
Outlook
• Omni-Channel
• Expanding our partner footprint
• Big data analytics à anticipating & predictive
• Integration external and internal touchpoints
• Real time content optimization
• Commerce engine
FY16
$5.x BILLION
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Progress
Global Opportunity Generated
, $ , ,
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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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Joseph Puthussery VP, Digital Marketing @josephpty
Thank You
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