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If Time is Money, Then it’s Time to Rethink BYOD

Ken Trombetta Cisco blog - 10 31 13When Benjamin Franklin coined the famous phrase, “time is money,” I am sure the advances of mobile technology were not on his mind. However, the adage is more relevant now than ever before as organizations evaluate their mobility and Bring Your Own Device (BYOD) strategies.

BYOD is Here to Stay

Earlier this year we announced the results of the Cisco IBSG BYOD Financial Impact study. The global research revealed interesting statistics about the financial impact of BYOD including:

  • Mobile users are willing to invest in BYOD. Mobile employees who BYOD (“BYOD-ers”) spend on average $965 on their devices, and use 1.7 personal devices for work. They spend an additional $734 per year on voice and data plans for their BYOD devices.
  • BYOD is delivering productivity gains around the world. Even with a broad mix of BYOD implementation levels, the typical company is, on average, saving money and its employees are more productive.
  • Comprehensive BYOD pays for itself in hard cost savings. Apart from productivity gains, the major cost savings are in three areas: hardware, support and telecommunications costs. Read More »

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Revenue-Generation Marketing: The Proof is in the Pipeline

November 14, 2013 at 9:47 am PST

“However beautiful the strategy, you should occasionally look at the results.” -- Winston Churchill

In a recent blog, I scratched the surface of revenue-generation marketing and how we’re transforming marketing from a cost center to a revenue generating center within Cisco. This week, I want to dig a little deeper.

Marketing that contributes measurable ROI to the bottom line… that sounds great, right? But how do you get there? The core of revenue-generation marketing and what makes it work is the partnership between sales and marketing. And, the first step of revenue-generation marketing is alignment of the revenue-generation marketing plan with the overall business plan for the company. Without that, the whole revenue-generation marketing process, from executing to managing the funnel with account teams and having regular funnel management business reviews, won’t work. You have to execute against the priorities of the business overall.

As marketing organizations transition into a revenue generators, an almost natural shift happens. Marketing begins speaking the language of the business and sales. We talk about planning, forecast, pipeline, bookings and revenue. Marketing hasn’t historically done that, so there’s another evolution occurring in the industry.

From a sales and marketing revenue alignment perspective, you obviously want to align on priorities with sales. But at the end of the day, what makes the marketing plan a revenue-generation marketing plan is the fact that a revenue contribution target is set, either focused on pipeline or bookings and revenue. That target is usually set or communicated as a percentage of sales. According to Sirius Decisions, the industry standard for business to business (B2B), high-tech marketing contribution-to-revenue baselines is that >$5 billion companies source less than 10 percent of sales pipeline, with high of 20 percent and a low of 2 percent of sales pipeline. The industry standard provides a baseline of where you want to be. At that point, you need to realistically evaluate where you are – your run rate and marketing’s current contribution to revenue.

Beyond run rate, there are only three levers for driving this plan: volume, visibility, and conversion rate. What volume of leads are you driving; how much of that is visibly available and reportable in your sales force or customer relationship management systems; and how much of that is being accepted and converted by the sales team into the pipeline or revenue?

Now we’re humming along. We’re aligned. We’re speaking the language. We’ve set our contribution revenue target based on industry standards. The “Rocky” theme song splits the air, and we’re on top of the world. Well, not quite yet. Now that we’ve taken a look at our plan from a top-down perspective, it’s time to reverse engineer the demand waterfall to determine if the revenue contribution target is realistic. By calculating the amount you need in sales all the way back to how many leads you’re going to have to source to reach that number, the bottom-up piece meets the top-down piece, and you can adjust your revenue contribution goal based on if you have the budget and resources to meet that number.

As you know, that number at Cisco is $1 billion worth of qualified leads in midmarket for partners this fiscal year. We’re here to help you position your business for success, and I’d love to hear your perspectives in the comments section or via twitter @sherriliebo.

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Cisco Partner Weekly Rewind – November 8, 2013

November 8, 2013 at 9:05 am PST

Partner-Weekly-Rewind-v2Every Friday, we’ll highlight the most important Cisco partner news and stories of the week, 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

The big news for us this week was the launch of the Cisco Application Centric Infrastructure (ACI). This new approach to data center infrastructure brings simplicity, security and agility for applications. The plan, as presented by Chairman and CEO John Chambers, will reduce the time it take to provision, change or remove applications from months to minutes. Read More »

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Cisco Partner Weekly Rewind – November 1, 2013

November 1, 2013 at 7:30 am PST

Partner-Weekly-Rewind-v2Every Friday, we’ll highlight the most important Cisco partner news and stories of the week, 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

If you missed it, Cisco completed its acquisition of WHIPTAIL, a leader in high performance, scalable solid state memory systems. Be sure to check out the press release about the completion of the deal.

Edison Peres Named Top Channel Sales Leader of 2013

CRN just released its picks for top channel sales leaders of 2013 and our own Edison Peres topped the list!

CRN chose 25 channels sales leaders who funnel their vision and strategy into real solutions for partners. Be sure to check out their top 25. Read More »

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Cisco Partner Weekly Rewind – October 25, 2013

October 25, 2013 at 9:07 am PST

Partner-Weekly-Rewind-v2Every Friday, we’ll highlight the most important Cisco partner news and stories of the week, 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

In her most recent blog, Sherri Liebo talked about transforming marketing from a cost center within Cisco, to a revenue generating center. By explaining the term “revenue marketing” she opens up the conversation with you on tying marketing into a measurable ROI for your bottom line.

Sherri is striving to help partners understand the changes at Cisco, and use the resources and training we have available to continue making our partnership succeed.

Be sure to join the conversation with Sherri. Read More »

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