Cisco Brings Together the Forces of Sales & Marketing
CISCO MARKETING VELOCITY — Delivering a harmonious sales and marketing message, Boon Lai, vice president of global partner marketing at Cisco, and John Moses, vice president of U.S. partner sales, shared the keynote stage Thursday morning at Cisco Marketing Velocity 2019, demonstrating the vendor’s sales-and-marketing-work-better-together message with partner attendees.
Lai’s keynote focused on “The Future-Proof Marketer,” while the focus of Moses’ keynote was “Driving Customer Obsession Together.” Michelle Chiantera, vice president of Americas Marketing at Cisco, was also on stage for a fireside chat about marketing leadership with Michael Hopfinger, director, Americas segments, architectures and partner marketing.
“There’s no doubt that artificial intelligence and machine learning are re-creating our business models today,” said Lai. “How exciting for us because … today’s breakthrough technology is tailored made for marketing. How we use it is only limited by imaginations.”
He outlined three key trends having an impact on a partner’s business today and the impact itheywill have in the future: Digital is becoming a human extension; intelligence is the new currency; and the customer will be predictable in real time.
Lai highlighted how digital is becoming a human extension with a statistic on Cyber Monday in the Americas, namely the generation of $7.9 billion in sales in one day — a 19 percent increase over the previous year.
While the Cyber Monday example touches on the personal side of digital, similar experiences are happening in the business side. Lai noted that by 2020, 80 percent of businesses will install some form of a chatbot — many with voice capability.
Insight, a Cisco partner, created a virtual sales assistant named Emily. Used by marketing, Emily automates email to qualify sales leads. In a few weeks, Emily sent 18,000 emails to 3,000 customers, saving time for the sales rep and creating pipeline.
“What’s cool is that she actually closed deals and had about a 10 percent higher win rate than the industry average,” said Lai.
A more relatable example of how digital is a human extension of what we do, Lai told attendees that every month , more than 40,000 customers search for partners on Cisco.com and 85 percent use the partner locator to contact partners.
He also mentioned that Cisco is transforming Marketing Velocity to become an integrated, digital always-on platform. And,for the first time in the 12 years of Marketing Velocity, Cisco is bringing it to the regions.
Addressing the second trend, data and intelligence, or AI, Lai noted that 61 percent of companies with an innovation strategy are using AI to uncover new opportunities.
“We must join them. The good news is that Cisco and you are set up for success,” he said.
Cisco owns data across the customer life cycle driving awareness, purchase and usage, he noted.
“We own unique intelligence on the customers you want to win and retain,” Lai said.
Today, on Cisco Partner Marketing Central, there’s a shared analytics service that can combine …