John Brigden

Senior Vice President

Offer Monetization Office

As Senior Vice President of Cisco’s Offer Monetization Office, John Brigden leads the company’s efforts to develop business strategies for enabling more flexible consumption models, meeting evolving customer buying requirements, helping customers manage their digital transformations, and accelerating the company’s growth. Brigden is responsible for software and SaaS strategies and buying programs, licensing and pricing, and go-to-market enablement.

Working across the business, Brigden and his organization are helping implement innovative licensing strategies that simplify the Cisco customer experience and contribute to the overall success of Cisco’s software business. In 2016, under Brigden’s leadership, Cisco launched a portfolio of Digital Capabilities aimed at helping customers deliver specific business outcomes like improved customer and workforce experience. Brigden also led the successful launch in 2015 of Cisco ONE Software, a simpler more flexible way for customers to buy and manage software.

Brigden has more than 15 years of experience in the IT, storage, and security industry and is an expert in legal and regulatory affairs, compliance, and intellectual property management. He has extensive experience in software and licensing, as well as operations, strategy, and sales leadership.

Prior to joining Cisco, he served as Senior Vice President, Verticals and Enterprise Business Strategy for Symantec, responsible for the company’s global public sector, cloud service providers, and strategic partners. He was General Manager of Symantec’s European, Middle East, and Africa business for seven years. Previously he served as General Counsel of Symantec and General Counsel and Secretary of VERITAS prior to its acquisition by Symantec. He has held senior management positions in sales, corporate development, and legal affairs for emerging and large technology companies, including Shutterfly and Silicon Graphics.

Brigden holds a J.D. degree with honors from Georgetown University Law Center and a bachelor's degree in electrical engineering with honors from Purdue University. He is a member of the California Bar Association and licensed to practice law in California, Virginia, Washington, D.C., and before the United States Patent and Trademark Office.


October 10, 2016


Ensuring A Smooth Transition to Subscription Buying Models

I wrote in my last post about the industry move to software subscription buying models. While the benefits to software companies and customers are clear, there are also many misconceptions about how this transition will happen. It won’t take place with the flip of a switch. As customers do with any new technology or new […]

Businesses Are Transforming With Subscription Buying and Selling

We’re in the midst of an era of digital business transformation in which companies are innovating not only in what they are selling, but also in how it is sold, and how it is consumed by their customers. We’re seeing huge changes in the way buyers (consumer and corporate alike) define value. They’re no longer […]

Taking Advantage of The Next Wave of Innovation

As companies digitize and take advantage of technological innovations to fundamentally change the way they do business, IT and business people need to stay on top of emerging technology trends and prepare to adopt those that will enable new business models and contribute to competitive advantage. Software will play a major role in the next […]

March 16, 2016


Our Software-Centric Strategy for Helping Customers Achieve Business Outcomes

2015 was a big year for Cisco as we made tremendous progress on our journey to provide a simpler and richer customer experience across all of our offerings. As Chuck said on our recent earnings call, “Our portfolio is more strategic than ever to companies and countries that are digitizing everything.” Customers worldwide rely on […]

February 17, 2016


The Emerging Era of Customer and Workforce Experience

We are in the midst of the era of customer and workforce experience. I read one report predicting “by 2020, customer experience will overtake price and product as the key brand differentiator.” Consumers and employees are more loyal to companies that go beyond products and services to deliver unique and rewarding experiences for new insights, […]

January 11, 2016


When Is a Car Not a Car?

In my last post I talked about companies that are digitizing themselves, and the critically important role of software. When we think about IT and software, we often...

December 3, 2015


Software and Digitization Are Leading Business Transformation

Companies are embracing the idea of the digital enterprise as an “inevitable movement toward a ‘digital center’ in which business models, offerings and value chains are digitized to the maximum extent possible.” Digitization offers promising prospects for improved customer experience, closer employee engagement, and more agile IT and business operations. And software innovation is at […]

October 21, 2015


Agility is the New Smart

As businesses strive to become digital, they need to be more flexible, innovative, and agile than ever. Customers are engaging with businesses differently from how they were just five years ago, and the bulk of their interactions are not with people but with systems (think airport and hotel check-in, ordering a product, or getting a […]

January 28, 2015


Cisco’s Software Strategy and Cisco ONE Offering: Helping Rewrite the Rules of IT

Customers’ expectations have never been higher. They want choice and flexibility. They require intelligent networks and infrastructure that’s intuitive, secure, easy to use and manage, and able to adapt to the specific requirements of their applications. Today we’re excited to announce Cisco ONE Software, which offers a simplified solution to the most relevant, frequently-used customer scenarios […]

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