Revenue-generating marketing, customer buying patterns, and social selling are a few of the topics I talked about recently with Glenn Gow of Crimson Marketing. I’m pleased to share these excerpts from our conversation and invite you to listen to the podcast.
Glenn: Why don’t we start with this concept of revenue-generating marketing, and tell us a little bit about the journey that you’ve been going through.
Karen: I wanted marketing to be viewed as a revenue center versus a cost center, because then it becomes a very different discussion about the value, the role of marketing, and the investment that a company is willing to make.And frankly, in some cases, marketing should be seen as a cost-to-serve model in terms of where marketing can lead the generation of demand, particularly with customers in the mid-market and with our partners.
Glenn: Can you talk a little bit more about what revenue-generating marketing really means? Read More »
Tags: Big Data, Cisco, customer, Karen Walker, marketing, midmarket, partner, revenue generation marketing, social
Each week, we’ll highlight the most important Cisco partner news and stories, as well as point you to important, Cisco-related partner content you may have missed along the way. Here’s what you might have missed this week:
Off the Top
Bruce Klein offered us his thoughts on the Internet of Everything (IoE) opportunity and how Cisco’s evolution of its partner ecosystem supports “connecting the unconnected.”
With a look back at John Chambers’ keynote at CES 2014 in January, and some great examples of using Cisco technology to change the conversation with your clients, Bruce provided fabulous insight on how partners can claim their share of the IoE opportunity just by taking a different approach.
Be sure to take a look at Bruce’s blog and join the conversation on IoE. Read More »
Tags: bob gault, Bruce Klein, Cisco, cloud, IoE, partner, partner weekly rewind, raja sundaram
When I meet with partners around the globe, I hear a steady drum beat that sounds like this: Customers are shifting their focus from “make my network work” to “give me operational outcomes.” This is a clear sign that customers are moving from an IT-centric view of networking to a business-centric view of the value that networking enables. In short, customers now expect services tied to business outcomes.
This is good news for several reasons. First, this outcomes-based market is much bigger than the support market. Second, services delivery will increasingly rely on centralized, non-labor-based tools and assets. (My boss likes to remind customers that we can no longer service a car without software.) What do these changes mean for those of us in services? The answer is clear: From here on, success in network life cycle services will require tools, resources, and intellectual capital-based assets. And I assure you that there are many lucrative services opportunities worth exploring. This is especially true for those of you willing to expand your services practice with software-enabled services. – which is exactly what I want to take up in this second installment of my blog series. Read More »
Tags: Cisco, partner, raja sundaram, services, software-enabled services
Those of you that attended the 2014 Consumer Electronics Show last month heard Cisco Chairman and CEO John Chambers’ keynote address discussing the potential $19 trillion opportunity in the Internet of Everything (IoE). John even mentioned that the combined value of the opportunity might be conservative. (If you missed John’s speech you should definitely check out the highlights.)
John talked about “connecting the unconnected” and that this area is where our Partner Ecosystem has to be ready to do some serious work. We know we have to evolve with you and make sure we are all prepared to tackle that $19 trillion opportunity that is out there.
There is real value in our partner ecosystem and in connecting partners with each other. We will certainly be talking about this more and more as we move further into 2014, especially with such a large focus on IoE. Read More »
Tags: Bruce Klein, Cisco, Internet of Everything, IoE, partner
As customers shift from premise-based to cloud-based IT, channel partners are evolving their business models for pricing, selling, and delivering cloud offerings across the entire lifecycle. According to Cisco’s strategic marketing organization, global spending on cloud services is expected to grow from $72.6 billion to $181 billion by 2017, representing a 20 percent CAGR. As partners begin their journey transitioning to a cloud model to capture this growth opportunity, there are five key business imperatives that they should implement:
1. Construct a Hybrid Cloud IT Business Model – Moving to the cloud doesn’t require a “rip and replace” commitment. Partners should think about architecting a hybrid cloud IT business model that allows them to evolve at their own pace, and affords more flexible consumption models for customers. Many partners still want to retain their customer premise-based equipment (CPE) business, as today most of the revenues are still driven by on-premise equipment sales. Therefore, the ideal mix includes on-premise solutions, applications, managed services, private and public cloud, packaged with professional services and different SLAs. With this hybrid approach, partners can continue to nurture and grow their core business as they transform to a cloud model, while serving customer demands for cloud solutions. Read More »
Tags: bob gault, Cisco, cloud, partner