Moving Your Own Cheese Karyn Scott Director, Enterprise Segment Marketing Cisco Systems, Inc.
Cisco Systems The Early Years (1984–1995) 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1984 1990 1995 John Chambers Cisco Founded IPO • January, named CEO Founding Principles: • February, listed on 1. Focus on the customer NASDAQ 2. Social responsibility • Initial market capitalization of $224M • Today: $93B 1985–1989 Cisco 1 st to pioneer 1993 multi-protocol routing 1 st acquisition: Crescendo • Internetworking router was primary Communications product from beginning Acquisitions have played a critical role in • Supported multiple data Cisco’s evolution transmission standards – could link • Acquired 150 companies to date together different kinds of networks
We Had Ads: Cisco Early 1990s
And a Website
And Events
We Were Superheroes!
Why the CIO? Who is this person? Which of the following activities best characterize your focus and how you spend your time in your current role? Which of the following activities would you like to spend more time on in the next 3-5 years? Source: State of the CIO Survey, CIO magazine, January 2012
What do they care about? Study Market Trends For Commercial Opportunities 300 253 Identify Opportunities Competitive Differentiation 233 Develop New Go-To Market Strategies/Technologies 204 Drive Business Innovation Develop/Refine Business Strategy 182 122 Redesign Business Processes Lead Change Efforts 100 -16 Cultivate IT/Business Partnership -30 Security Management -37 Align IT/Business Goals Implement New Systems/Architectures -37 -55 Improve IT Operations/System Performance Negotiate with Vendors -63 -64 Cost Control/Expense Management Manage IT Crises -82 Source: State of the CIO Survey, CIO magazine, January 2012
Focus on business challenges 2012 Enterprise SMB Improve end-user workforce productivity 47% 42% 48% Re-engineer core business processes 39% 39% 38% Improve quality of products 35% 28% 38% What do you anticipate and/or processes will be IT's most Lower the company's overall 32% 38% 29% significant business operating costs accomplishments in the Innovative new market offerings or 28% 30% 29% year ahead? business practices Improve security/risk management 27% 25% 26% Support global expansion 19% 31% 15% Manage customer relationships 19% 18% 19% Acquire and retain customers 16% 14% 17% Enable regulatory compliance 13% 14% 13% SMB : Less than $999m company revenues; Enterprise : More than $1 b company revenues Source: State of the CIO Survey, CIO magazine, January 2012
So we talked to our customers “ We think of everything we do in terms of, Does it help us grow or help us generate cash ? “ Nancy Wolk, CIO, Alcoa
And our sales people “ Help me have the right conversations and do the right thing “ Cisco AM
And did the math 3.7% 4.7% Large Average IT Spending 4% as a Percent of Revenue Midsize 6% IT Spending by Small Company Size Percentage of Revenue Source: State of the CIO Survey, CIO magazine, January 2012
And Decided to Move Our Own Cheese
New Advertising
And Changed Our Web Experience Localized for 10 languages/17 sites Aligned to the Cisco brand campaigns Integrated the Optimized for mobile ‘architectures’ and industries Provided info on our Designed around key, own Cisco Executives relevant content Role based site Provided elements of Voice of the customer targeting the CXO social networking Peers
And Let Customers Drive the Agenda Annual Event When: Where: Laguna Niguel, Calif. What: Peer collaboration, debates on global business challenges, deep-dive conversations Who : 100 Global CIOs from $5B and above companies or public sector equivalent
And Developed Targeted Integrated Campaigns Q2 Q3 Q4 Nov/Dec/Jan Feb Mar Apr May Jun Jul Cloudverse + Solutions Awareness Advertising Customer TL Video: K12 Launch 3rd Party WP: Cloudverse Launch Verizon and Sprint Economics of Cross Architecture Cisco CloudVerse Presence on CDC Cloudverse John Chambers Awareness Keynote/Customer Advertising Executive Panel Economics of Cloud and Voice of the Customers Cloud Keynote at Cloud Customer IPTV Mega Test Connect Cloud Index Broadcast: Worklife Cloud Launch, Sprint, CSC, ETS AKA Your Social Cloud Cloud Marketing ToolKit Syndication Via: IWE, Brand Exchange, Cloud Profile Tool Campaign Builder Cloud Landing Page Cloud Economics Info graphics Social Media, LinkedIn Polls
Summary Customer in Cisco out Selling products Solving business challenges Myopic focus on TDM Equal focus on C-suite Telling our story Our customers telling their stories Some agendas built by customers Cisco-built event agendas Cisco-based web experience Roles-based web experience
And We Drove Impact Changing sales behavior: Baylor Healthcare: How not responding to an RFP led to 10x revenue. Peer testimonials on Cisco.com $18.4 million incremental revenue Average dwell time ~6 min vs 1.44 min 18% engagement rate vs 13%
What Success Looks Like “ Instead of a grab bag of Cisco has netw ork-oriented theme separate products, the new behind “cloud” approach sees mobility, in Lasser-Raab admits that the network is the facet of cloud effect, as a whole that's computing that enterprises trust the least. greater than the sum of its Denali: BYOD a huge opportunity many parts… In an interview with CRN, Denali CEO Majdi "Mike" Daher 10 Most said his company is making big investments in client devices John Cox, Network World and mobility. Daher added that Cisco (NSDQ:CSCO) is a key Powerful component of Denali's mobility push, thanks to its collaboration and video technology and unified Cloud communications platforms like Jabber. Companies Cisco’s cloud play: three strong examples Chambers has been chided about his listen-to-customers mantra, but in the cloud offerings that Cisco describes, you Cisco regains thought leadership do see the wants and needs of customers.
What I’ve Learned: Listen to your customers and your sales people Look beyond the horizon Move your own cheese
Thank You! Karyn Scott Cisco Systems, Inc. Director, Enterprise Segment Marketing kascott@cisco.com 408 853-5432
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