Revamping and Standardizing Global Marketing and Sales Content

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Revamping and Standardizing
Global Marketing and Sales
Content
Thierry van Herwijnen
Sales Enablement
nl.linkedin.com/in/herwijnen
@tvanherwijnen
about.me/thierryvanherwijnen
therwijn@cisco.com

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Self-initiated and starts online
No geographic, platform or organization boundaries
Easily targeted and mapped
11
The number of
times a
customer will
“touch” a vendor
before making a
purchase
60%
Will use support
forums and
technical
discussion groups
to inform the
purchase decision
88%
Suggest that
social channels
are strong
influencers
during the
decision making
process
90%
Of customers
initiate the first
step in the buying
cycle... Not Sales!
43%
Of the C-suite
have made a
decision on which
vendor to use by
the time they first
speak with a
salesperson
Source: Hubspot 2012; IDC 2012 EAG Buyer Experience Survey

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Identify
Business
Problem
Discover Design Purchase Deploy
Maintain &
Optimize
74% 26%
“How often do you choose a vendor who has worked with you
to turn a vision into a clear path to value?”
Forrester 2012 Buyers Inside Survey – 418 Executive Responses
Respond to RequestCreate and Deliver on a Vision

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Training
Sales Content
Access to Experts
Market Intelligence
Account Intelligence
Demonstrations

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20Mpieces of indexed content
stored across Cisco’s networks
3M
over the last 6 months:
were
added
Web Pages
1,844,768
Documents
1,790,313
Presentations
1,053,173
Acrobat
3,321,584
Spreadsheets
2,499,415
Text Files
316,816
Photos / Images
1,457,110
Drawings
47,321 Audio
11,349
Tools
118,547
Video
70,753
Project Plans
28,783

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languages
Top 10
Spanish
28,545
Korean
28,089
Japanese
155,596
English
15,010,584
Norwegian
63,949
German
22,716
French
27,378
Italian
19,152
Chinese
16,881
Dutch
12,859
on our INTERNAL Network

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Cisco Seller
Focus Groups
Partner Seller
Focus Groups

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Sales Content being created by everyone
No Consistent Messaging
Limited Standardization
Limited Accountability &
Measurement

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for an organization …
How do you make this work …
Like

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Think of a number between 2 and 9
Multiply your number by 9
Add your 2 digits together
Subtract 5
Match your number to a corresponding letter of the alphabet
Think of a small country in Europe that starts with this letter
Think of an animal that begins with the last letter of your country’s
name
Think of a color that begins with the last letter of your animal’s
name

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DENMARK KANGAROO ORANGE

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One Team
One Set Of
Standards
One
Process

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Vision and
Thought
Leadership
Architecture
Solutions
Industries
Product and
Services
Standardized
Sales
Enablement Kit
Authoring and
Production
Templates
How do we enable
these conversations?
Which conversations
do we want to
enable?

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Plan
Orchestrate
Write &
Assemble
Localize &
Translate
Tag, Certify
& Publish
Feedback &
Measure
Update or
Retire

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Cisco
Product
Message
Cisco
Services
Message
Cisco
Capital
DifferentDocuments
IntegratedValue
Proposition
Written by
Professional
Writer
Cisco
Product
Message
Cisco
Services
Message
Cisco
Capital

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Launch &
Migration
Power
Positioning
Workshop
Sales
Enablement
Brief
Sales Content
Training
Demonstrations
Proposals
…

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