CONFIDENTIAL AND PROPRIETARYThis presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Jesse Freund

Director Global Analyst Relations, Cisco

Evolving Analyst Relations for

Business Outcomes

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A tale of two phone calls…

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Award winning AR

Winner of Analyst Choice Award for Network and Telecom in 2014, and 2015

Won all three subcategories:

• Unified Communications

• Infrastructure

• Mobility

Awards voted on by 250 analysts

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Based on a simple philosophy, built for business impact

Understand the Market Influence the Influencers Accelerate Sales

Leverage relationships and engagements with influencers to bring critical insight and perspective into the business.

Ensure the analysts understand the business and technology strategy to drive recommendation of the business.

Contribute to revenue growth by arming sales and the business with actionable information and assets.

Harnessing the power of the industry analysts to accelerate growth and position as the #1 IT company

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Designed to be a strategic partner not a tactician

Corporate AR

Product AR

Sales AR

• Executive leadership programs

• Brand

• Culture & Corporate Social Responsibility

• Business priorities

• Marketing campaigns

• Industry solutions

• Sales assist

• Regional programs

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Corporate AR

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• Executive leadership programs

• Culture & Corporate Social Responsibility

• Brand

• Innovation (build, buy, partner)

• Cisco IT, M&A, alliances and channel

• AR operations & programs

• Budget, vendor management, metrics

Corporate AR: The icing on the cake

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• Quarterly call between CEO and top analysts -- ~ 8 hour/year

• Lightning insights – quick hitting feedback from the quarter

• Strategy deep dives

• C-level at industry analyst conference & partner summit

• C-level involvement in exclusive Gartner roundtable

• Closing Q&A

• Ongoing interaction throughout the year

• Plus…regular surveying on leadership effectiveness

Case Study: Executive programs

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Pilot a Cisco Corporate Social Responsibility program

• Bring greater understanding of CSR globally to Cisco

• Benchmark analyst awareness of Cisco CSR

• Develop Cisco’s first CSR AR program

Why Cisco CSR?

• Showcase power of tech to address global issues

• Brand Reputation

• Attract and Retain Top Talent

What can AR do?

• Support Cisco CSR by bringing insights and best practices to bear

• Drive awareness of Cisco CSR and Cisco’s leadership

Case Study: Corporate Social Responsibility

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“If I didn’t have an

opportunity for a

business challenge

with a positive impact

for society… I wouldn’t

be here today”.

– Chuck Robbins

"Frankly, I wish Chambers and Cisco would talk more about their social initiatives. They do really great work making the world a better place, but very few know about it.” -Zeus Kerravala, ZK Research

Our culture is our business

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Product AR

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• Support for Business Units

• Individual programs by technology area that map to analyst care-abouts/silos

• Alignment to marketing campaigns

• Overlay responsibility to support company next generation stories –market industry trends

• Industry and solution overlays

• Vertical and horizontal customer conversations

Product AR: The meat and potatoes

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• Appear in 19+ MQs – leader in 9

• Set expectations with business

• Business “places the dot”

• AR gets the “best possible placement”

• Regular inquiry and auditing

• Identify cautions

• Build scorecards – red, yellow, green

• Action Plan with formal reference programs

Case study: Gartner Magic Quadrant

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Sales Assist and

Regional Programs

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• AR Sales Assist

• Proactive, reactive programs to drive greater revenue

• Global AR

• With an evolved regional model

Sales and Regional AR: Where the rubber hits the road

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• Actively tie Analyst Relations to sales cycle and revenue goals:

• Identify analysts for customer inquiry calls to validate Cisco solutions

• Provide guidance if an analyst is involved in an account, contact AR

• Source positive research, and field responses to less favorable reports

• Coordinate analyst speaking events with customers or to internal teams

• Cross platform outreach – mobile app, AR site and new hire orientation, eg.

• Sales leadership buy-in – have the tough conversations

Case study: AR Sales Assist

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The Regional – Global Model

Regional Lead

Primary ownership of interactions with regional sales and marketing spokespeople

Primary ownership of communication with local stakeholders – on trends, announcements, acquisitions

Represents at in-region events

Primary lead on local analyst relationships

Global Tech Lead

Owns the corporate and product story and content

Owns BU, corporate stakeholder relationships and communications

Leads on global events –Analyst Summit, Partner Summit

Lead on Global Research

Lead on technology/solution focused inquiries/requests

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Designed to be a strategic partner not a tactician

Corporate AR

Product AR

Sales AR

• Executive leadership programs

• Brand

• Culture & Corporate Social Responsibility

• Business priorities

• Marketing campaigns

• Industry solutions

• Sales assist

• Regional programs

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