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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
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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 Request Create and Deliver on a Vision
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Training
Sales Content
Access to Experts
Market Intelligence
Account Intelligence
Demonstrations
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20M pieces 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
Diff
eren
t Doc
umen
ts
Inte
grat
ed V
alue
P
ropo
sitio
n
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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