Objectives of the Integrated Plan
     • 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.                                                        2
     Strategy for the Integrated Plan
     • 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
     Sales and Marketing Lifecycle
     • Build Your Practice
     • Understand the Market 
     • Develop Messaging                   Prepare
                                           Prepare
     • Tailor Content
     • Train Sales                                                                                   • Drive Awareness
                                                                                    Engage           • Accelerate Demand
                                                                                    Engage
                                                                                                     • Build Credibility
          • Call Leads
          • Demonstrate Solutions
          • Offer Promotions and Incentives               Pursue 
                                                           Pursue 
          • Hold Executive Briefings                    and Close
                                                         and Close
          • Build a Proposal
          • Measure Results
     © 2011 Cisco and/or its affiliates. All rights reserved.                                                                  4
                                                                                                                          Prepare
     Sales and Marketing Lifecycle                                                                                         Prepare
     Steps                                               Resources                                                Owners
     Understand the Market and Target                    • Financial Services Industry Guide for Partners         • Sales and 
     Audience                                            • Program Strategy Template                               Marketing co-lead
     Understand market trends, key decision              • Target Audience Template
     makers, and their priorities. Develop your          • Competitive Positioning Template
     program strategy.
     Develop Messaging, and Map to                       • Prospect Needs, Key Messages, and Offerings            • Sales and 
     Target Audience Needs                                 Template                                                Marketing co-lead
     Map your offerings and key messages to                                                                       • Sales validates 
     prospects’ needs and imperatives.                                                                             messaging with 
                                                                                                                   customers.
     Tailor Content                                      • Cisco Digital Media for Financial Services Present     • Marketing leads, 
     Update sales tools with the latest messaging.         ations                                                  working with Sales
                                                            and Collateral
     Train Sales                                         • Financial Services                                     • Sales and 
     Prepare your sales force with training on             Industry Sales Guide for Partners                       Marketing co-lead
     solutions, target audience, incentives, etc.
      © 2011 Cisco and/or its affiliates. All rights reserved.                                                                           5
     * Resources are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login. 
                                                                                                                         Engage
     Sales and Marketing Lifecycle                                                                                       Engage
     Steps                                               Resources                                              Owners
     Drive Awareness                                     • Call Guide (Telemarketing Script)                    • Marketing
     Communicate key offerings to target prospects.      • Customizable Email Invitation and Follow-up Me
     Use social media to build community.                 ssages
                                                         • Social Media Guide
     Accelerate Demand                                   • Webinars                                             • Sales and 
     Implement high-touch programs that drive            • Lunch and learns                                       Marketing co-lead
     demand for your offerings. Uncover leads and        • Sporting events
     opportunities that were missed during the           • Executive roundtables
     awareness phase. Use social media to                • Breakouts at third-party events
     maintain community.                                 • Other events and opportunities to engage 
                                                          prospects
     Build Credibility                                   • Use your experience with customers in financial      • Sales
     Deliver compelling proof points to drive             services and/or digital media implementations
     preference and increase win rates.
      © 2011 Cisco and/or its affiliates. All rights reserved.                                                                         6
     * Resources are on Cisco.com unless noted. Partner resources on Cisco.com require registration and login.