0940 jeremy bevan, cisco

Jeremy Bevan

Vice President, EMEAR Marketing, Cisco

@jeremybevan

The journey so far…

Cisco’s Marketing Ambition

Fuel the Commercial Business

Culture of Marketing and Sales

Connect the Marketing Teams

Sales Acceptance

Marketing Qualified

Responses

Sales Qualified Leads

MARKETING

SALES

Booked Opportunity

Moment of Truth

Common Language Finding a Language that Everyone can Teach, Learn, Understand, and Apply

FY14 – FY15 FROM PLAN TO RESULTS

$-

$50

$100

$150

FY14 Target - $250 Million FY15 Target - $1.024 Billion

Targets Targets

$113.2M Total Q1 Opportunity Value

$221.4.3M Total Q2 Opportunity Value

$264M Total Q3 Opportunity Value






Actual Results

Source: Sirius Decisions, The Marketing Organization in 2017

67% of the customer’s

journey is now

done digitally

57% of the purchase

decision is

complete before

a customer even

calls a supplier

67% of the customer’s

journey is now

done digitally

Source: Sirius Decisions, The Marketing Organization in 2017; Corporate Executive Board, The End of Solution Sales

Source: ITSMA/CFO 2013, How B2B Buyers Consume Information Study;

Hubspot 2012; IDC 2012 EAG Buyer Experience Survey

use support forums and

technical discussions to

inform the purchase decision 60%

of B2B buyers use

social media during

the purchase process

(LinkedIn, Twitter,

Facebook)

85%

of customers

initiate the first

step in the

buying cycle,

not sales

90%

The Business of

REAL TIME!

@DMScott / #mktgvelocity

New Digital Businesses

World’s

largest taxi

company

owns no

taxis.

The largest

accommodation

provider owns no

hotels.

World’s

largest movie

house owns

no cinemas.

Our Vision Is to be an Innovative Leader In

Real-time, Personalized Marketing and Communications.

Our Opportunity Lies in Creating Unified, Omni-channel

Digital and Human Experiences.

Customer Experience Has To Be Our North Star

The skills evolution of the marketer.

Content your Customers want to Engage with

-Ken Kesey, author of “One

Flew Over the Cuckoo’s Nest”

“To hell with facts.

We need stories!”

Primary

• U.K

• France

• Germany

Secondary

• Eastern Europe

• Southern Europe

• Northern Europe

• Russia

• Middle East

• Africa

9 Content Teams Closer to the customer

Contagious Content

122k Total Engagements

455 Retweets

420k Video Views

>350 New Followers

117k Media Engagements

1.6k Social Responses

750 Favourites

5.5k Clicks

Swimlanes: Our Customer’s Journey

Swimlane: Content Consumption

$25k Switch

Booked

Revenue Software

upgrades Collaboration

product pages

Connected Intelligence

1. Disrupt yourself.

2. Partner with the business.

3. Do you have the right resources?

4. Content is King!

5. Use technology.

Customer

Experience