Moving Your Own Cheese Karyn Scott Director, Enterprise Segment - - PowerPoint PPT Presentation

Karyn Scott Director, Enterprise Segment Marketing Cisco Systems, Inc.

Moving Your Own Cheese

Cisco Systems The Early Years (1984–1995)

Cisco Founded 1984

Founding Principles:

• 1. Focus on the customer
• 2. Social responsibility

IPO 1990

• February, listed on

NASDAQ

• Initial market

capitalization of $224M

• Today: $93B

John Chambers 1995

• January, named CEO

Cisco 1st to pioneer multi-protocol routing 1985–1989

• Internetworking router was primary

product from beginning

• Supported multiple data

transmission standards – could link together different kinds of networks

1st acquisition: Crescendo Communications 1993

Acquisitions have played a critical role in Cisco’s evolution

• Acquired 150 companies to date

1995 1994 1993 1992 1991 1990 1989 1988 1987 1986 1985 1984

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

Security Management

• 30

Improve IT Operations/System Performance

• 55

Implement New Systems/Architectures

• 37

Negotiate with Vendors

• 63

Cultivate IT/Business Partnership

• 16

Lead Change Efforts

100

Redesign Business Processes

122

Cost Control/Expense Management

• 64

Manage IT Crises

• 82

Drive Business Innovation

204

Align IT/Business Goals

• 37

Develop/Refine Business Strategy

182

Develop New Go-To Market Strategies/Technologies

233

Identify Opportunities Competitive Differentiation

253

Study Market Trends For Commercial Opportunities

300

What do they care about?

Source: State of the CIO Survey, CIO magazine, January 2012

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 and/or processes 35% 28% 38% Lower the company's overall

• perating costs

32% 38% 29% Innovative new market offerings or business practices 28% 30% 29% 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

What do you anticipate will be IT's most significant business accomplishments in the year ahead?

We think of everything we do in terms of, Does it help us grow or help us generate cash? “

“

Nancy Wolk, CIO, Alcoa

So we talked to our customers

Help me have the right conversations and do the right thing“

“

Cisco AM

And our sales people

And did the math

Average IT Spending as a Percent of Revenue

4.7%

IT Spending by Company Size

Percentage of Revenue

Source: State of the CIO Survey, CIO magazine, January 2012

6%

Small

4%

Midsize

3.7%

Large

And Decided to Move Our Own Cheese

New Advertising

And Changed Our Web Experience

Aligned to the Cisco brand campaigns Localized for 10 languages/17 sites Optimized for mobile Role based site targeting the CXO Designed around key, relevant content Integrated the ‘architectures’ and industries Provided info on our

• wn Cisco Executives

Provided elements of social networking Voice of the customer Peers

And Let Customers Drive the Agenda

When: Annual Event 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

Cloudverse Launch Cross Architecture Presence on CDC Cloud Index Cloud Landing Page Cloudverse Awareness Advertising Cloud Mega Test K12 Launch John Chambers Keynote/Customer Executive Panel Cloud Profile Tool Cloudverse + Solutions Awareness Advertising Keynote at Cloud Connect Social Media, LinkedIn Polls Cloud Marketing ToolKit Syndication Via: IWE, Brand Exchange, Campaign Builder

Q2 Q3 Q4

Customer IPTV Broadcast: Sprint, CSC, ETS Customer TL Video: Verizon and Sprint Worklife Cloud Launch, AKA Your Social Cloud Cloud Economics Info graphics 3rd Party WP: Economics of Cisco CloudVerse

Nov/Dec/Jan Feb Mar Apr May Jun Jul

Economics of Cloud and Voice of the Customers

Roles-based web experience Some agendas built by customers Our customers telling their stories Equal focus on C-suite Solving business challenges Customer in

Summary

Cisco-based web experience Cisco-built event agendas Telling our story Myopic focus on TDM Selling products Cisco out

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

Chambers has been chided about his listen-to-customers mantra, but in the cloud offerings that Cisco describes, you do see the wants and needs of customers.

Cisco’s cloud play: three strong examples

10 Most Powerful Cloud Companies

Cisco regains thought leadership Lasser-Raab admits that the network is the facet of cloud computing that enterprises trust the least.

Cisco has netw ork-oriented theme behind “cloud”

In an interview with CRN, Denali CEO Majdi "Mike" Daher said his company is making big investments in client devices and mobility. Daher added that Cisco (NSDQ:CSCO) is a key component of Denali's mobility push, thanks to its collaboration and video technology and unified communications platforms like Jabber.

Denali: BYOD a huge opportunity

Instead of a grab bag of separate products, the new approach sees mobility, in effect, as a whole that's greater than the sum of its many parts…

“

John Cox, Network World

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