Transcript Installing Template Theme Files

Cisco Digital Media for Financial Services
Integrated Sales and Marketing Guide for Partners
© 2011 Cisco and/or its affiliates. All rights reserved.
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• Develop a compelling, validated go-to-market message that
reflects your offerings for digital media in the financial services
market.
• Create awareness for your business and your Cisco offerings.
• Build solid, lasting business relationships with your prospects, to
help to develop pipeline and achieve revenue targets.
• Strengthen existing relationships with customers and develop
additional sales opportunities.
• Create an integrated, measurable sales and marketing program
that helps to deliver a tangible sales pipeline.
© 2011 Cisco and/or its affiliates. All rights reserved.
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• An integrated marketing and sales program focused on building
relationships and moving prospects through the buying cycle,
from awareness and interest to demand.
• A strategic demand-generation program integrated with sales
engagement and enablement.
• A program to optimize reach into existing customers as well as to
target new customers.
• A vertical focus (financial services), to address relevant business
issues for non-IT decision makers.
• Tangible ROI, tracked by company and individual, that can be
measured at regular intervals throughout the program to
determine the value marketing has returned to the business.
© 2011 Cisco and/or its affiliates. All rights reserved.
3
• Build Your Practice
• Understand the Market
• Develop Messaging
• Tailor Content
• Train Sales
Prepare
Engage
• Call Leads
• Demonstrate Solutions
• Offer Promotions and Incentives
• Hold Executive Briefings
• Build a Proposal
• Measure Results
© 2011 Cisco and/or its affiliates. All rights reserved.
• Drive Awareness
• Accelerate Demand
• Build Credibility
Pursue
and Close
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Prepare
Steps
Resources
Owners
Understand the Market and Target
Audience
•
•
•
•
Financial Services Industry Guide for Partners
Program Strategy Template
Target Audience Template
Competitive Positioning Template
• Sales and
Marketing co-lead
• Prospect Needs, Key Messages, and Offerings
Template
• Sales and
Marketing co-lead
• Sales validates
messaging with
customers.
• Cisco Digital Media for Financial Services
Presentations and Collateral
• Marketing leads,
working with Sales
• Financial Services Industry Sales Guide for
Partners
• Sales and
Marketing co-lead
Understand market trends, key decision
makers, and their priorities. Develop your
program strategy.
Develop Messaging, and Map to
Target Audience Needs
Map your offerings and key messages to
prospects’ needs and imperatives.
Tailor Content
Update sales tools with the latest messaging.
Train Sales
Prepare your sales force with training on
solutions, target audience, incentives, etc.
Cisco and/or its affiliates. All rights reserved.
*© 2011
Resources
are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login.
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Engage
Steps
Resources
Owners
Drive Awareness
• Call Guide (Telemarketing Script)
• Customizable Email Invitation and Follow-up
Messages
• Social Media Guide
• Marketing
•
•
•
•
•
•
• Sales and
Marketing co-lead
Communicate key offerings to target prospects.
Use social media to build community.
Accelerate Demand
Implement high-touch programs that drive
demand for your offerings. Uncover leads and
opportunities that were missed during the
awareness phase. Use social media to
maintain community.
Build Credibility
Deliver compelling proof points to drive
preference and increase win rates.
Webinars
Lunch and learns
Sporting events
Executive roundtables
Breakouts at third-party events
Other events and opportunities to engage
prospects
• Use your experience with customers in financial
services and/or digital media implementations
• Sales
Cisco and/or its affiliates. All rights reserved.
*© 2011
Resources
are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login.
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Pursue
and
Close
Steps
Resources
Owners
Call Leads
• Call Guide (Telemarketing Script)
• Sales
• Cisco Digital Media Demos (CiscoET.com log in
required)
• Additional Sales and Technical Resources
• Sales and
Marketing co-lead
• Current Partner Incentives and Product
Promotions
• Sales and
Marketing co-lead
• Request an Executive Briefing at Cisco by
Contacting Your DMS Partner Account Manager
• Sales and
Marketing co-lead
• Proposal Resources on CiscoET.com (log in
required)
• Sales
• Program Results Template
• Marketing
Call qualified leads to address any questions,
remaining objections, and reinforce value
proposition.
Demonstrate Solutions
Strengthen your recommendations by showing
prospects how the solution works.
Offer Promotions and Incentives
Make it easy for prospects to choose your
solution over the competition.
Hold Executive Briefings
Leverage executive relationships to win over
final decision makers.
Build a Proposal
Submit a strong business case quickly and
accurately.
Measure Results
Track metrics established during planning and
report to sales and management. Use metrics
to plan and fine-tune next program.
Cisco and/or its affiliates. All rights reserved.
*© 2011
Resources
are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login.
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© 2011 Cisco and/or its affiliates. All rights reserved.
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Define your business objectives and associated sales and marketing strategy and tactics, including the
success metrics you will use to measure the success of the program.
Objectives
Sales and Marketing
Strategy
Tactics
Success Metrics
Drive revenue
growth by X%
• Increase awareness and sales
of [partner] and Cisco Digital
Media solutions with financial
services prospects who
currently do not benefit from
Cisco technologies.
•
•
•
•
• # face-to-face prospect
connections
Email campaign
Social media campaign
Telemarketing
Live and virtual events
• # qualified leads delivered
• # prospect meetings booked
• $ in new opportunities
identified
• # of deals closed
Grow average
opportunity size
by X%
• Identify cross-sell, up sell, and
migration opportunities with
existing financial services
customers who have Cisco
equipment, but not the
complete digital media solution
from [partner] and Cisco
•
•
•
•
Email campaign
Social media campaign
Live and virtual events
Executive forums
• # face-to-face prospect
connections
• # qualified leads delivered
• # prospect meetings booked
• $ in new opportunities
identified
• # of deals closed
© 2011 Cisco and/or its affiliates. All rights reserved.
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Profile your target prospects and identify key decision makers. Document prospects’ key challenges and
business imperatives.
Market Segment
Size
Regions and/or Countries
Segment #1
• # of personnel
• # of customers
• # of locations
• TBD
Segment #2
• # of personnel
• # of customers
• TBD
• # of locations
Target Decision Makers
Functional Area
and Responsibilities
Challenges
Target #1
• TBD
• TBD
Target #2
• TBD
• TBD
© 2011 Cisco and/or its affiliates. All rights reserved.
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For each competitor, identify strengths, weaknesses, and your competitive advantage
Competitor
Strengths
Weaknesses
Your Competitive
Advantage
Competitor #1
• Strength #1
• Weakness #1
• Advantage #1
• Strength #2
• Weakness #2
• Advantage #2
• Etc.
• Etc.
• Etc.
• Strength #1
• Weakness #1
• Advantage #1
• Strength #2
• Weakness #2
• Advantage #2
• Etc.
• Etc.
• Etc.
• Strength #1
• Weakness #1
• Advantage #1
• Strength #2
• Weakness #2
• Advantage #2
• Etc.
• Etc.
• Etc.
Competitor #2
Competitor #3
© 2011 Cisco and/or its affiliates. All rights reserved.
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Develop differentiated messaging, defining and mapping your offerings to prospects’ imperatives. Validate
messaging with a few key prospects or existing customers.
Prospect Imperatives
Key Messages
Key Offerings
Prospect Imperative #1
• Message #1
• Offering #1
• Message #2
• Offering #2
• Etc.
• Etc.
• Message #1
• Offering #1
• Message #2
• Offering #2
• Etc.
• Etc.
• Message #1
• Offering #1
• Message #2
• Offering #2
• Etc.
• Etc.
Prospect Imperative #2
Prospect Imperative #3
© 2011 Cisco and/or its affiliates. All rights reserved.
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Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.
Phase
Prepare
Week
1-2
© 2011 Cisco and/or its affiliates. All rights reserved.
Deliverable/Activity
• Document sales and marketing goals, strategy, and success metrics.
• Conduct competitive analysis; finalize key messages and competitive positioning.
• Determine target prospects and create prospect lists (in-house or purchased
lists).
• Create presence on social media websites such as Facebook, LinkedIn, and
Twitter to gather customer insights and build community.
• Customize sales tools, such as sales training materials and a call guide.
• Update presentations and collateral (such as brochures).
• Update company website, incorporating videos and search engine optimization.
• Create campaign web banners and landing page with promotional offer.
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Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.
Phase
Prepare
Week
3
© 2011 Cisco and/or its affiliates. All rights reserved.
Deliverable/Activity
• Hold sales training session to review campaign and key messages. Inform team
of key dates and milestones.
• Determine seminar and/or webcast topic and secure speakers.
• Update campaign web banners and landing page with seminar/webcast
registration information.
• If holding a seminar, secure a venue.
• Create seminar/webcast invitation direct mail or email. Use templates provided
and co-brand.
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Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.
Phase
Engage
Week
4-5
© 2011 Cisco and/or its affiliates. All rights reserved.
Deliverable/Activity
• Distribute direct mail and/or email invitation.
• Update social media websites to promote your upcoming events and maintain
dialogue with customers.
• Develop seminar or webcast presentation. A number of presentations are
available for your use.
• Begin telemarketing calls using the call guide.
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Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.
Phase
Engage
Week
6
© 2011 Cisco and/or its affiliates. All rights reserved.
Deliverable/Activity
• Create customer video testimonials and upload to website, YouTube, and/or
Facebook page if available.
• Determine Q&A seed and evaluation questions.
• Conduct seminar/webcast dry run with speakers, moderator, and question
managers.
• Begin telemarketing calls to encourage additional registrations.
• If holding seminar, confirm catering and audio-visual requirements.
• Distribute reminder emails to target prospects 1 week prior to the event.
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Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.
Phase
Engage
Week
7
© 2011 Cisco and/or its affiliates. All rights reserved.
Deliverable/Activity
• Finalize evaluation form
• Conduct seminar, track attendees, and summarize evaluations.
• Use social media websites to conduct live Q&A, and allow customers to share
feedback on the seminar or webcast.
• Post event recording, if available, on company and social media websites.
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Map out detailed tasks to execute your marketing campaign. Here are some ideas to get you started.
Phase
Week
8-9
Pursue
and
Close
10-11
11-12
© 2011 Cisco and/or its affiliates. All rights reserved.
Deliverable/Activity
• Develop campaign metrics report on registrations, attendees, satisfaction ratings,
leads, prospect meetings scheduled, and recommendations for next campaign.
• Send follow-up email communications to prospects after the event.
• Follow-up on leads from the event.
• Visit or call priority leads from the event using the call guide.
• Conduct briefings with leads, using business and technical decision maker
presentations.
• Begin closing priority leads.
• Call secondary leads using the call guide, and schedule follow-up meetings.
• Begin next sales and marketing plan, building on best practices and lessons
learned.
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Measure the effectiveness of your campaign against objectives.
Objectives
Target Metrics
Actual Metrics
Drive revenue growth
by X%
• # prospects attending the marketing event
• # prospects attending the marketing event
• # qualified leads delivered
• # qualified leads delivered
• # prospect meetings booked
• # prospect meetings booked
• # of opportunities identified
• # of opportunities identified
• # of deals closed
• # of deals closed
• # prospects attending the marketing event
• # prospects attending the marketing event
• # qualified leads delivered
• # qualified leads delivered
• # prospect meetings booked
• # prospect meetings booked
• # of opportunities identified
• # of opportunities identified
• # of deals closed
• # of deals closed
Grow average
opportunity size by
X%
Best Practices
Lessons Learned (Areas for Improvement)
• TBD
• TBD
• TBD
• TBD
© 2011 Cisco and/or its affiliates. All rights reserved.
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