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Among other plans, Cisco will be expanding M-Concierge, its call center resource for answering partner marketing questions, to more partners. There will also be a greater emphasis on demand marketing and working in concert with the partner relationship management (PRM) system Cisco is rolling out along with Partner-Led.
Cisco is also intending to offer tailored marketing assistance to nearly every type of partner, including high-end marketing consulting services to monster service provider partners like AT&T and Verizon, and marketing resources to the major Cisco accounts, strategic vendor and ISV relationships that come under Wendy Bahr, senior vice president of Cisco's Global Strategic Partner Organization, Jobbins said.
Organizationally, each of Cisco's regional marketing teams now have dedicated partner marketing teams, according to Jobbins, to emphasize local trends and geography-specific partner needs. Jobbins is also continuing to build her global management team.
Overall, she stressed, the emphasis will not be on the quantity of marketing programs Cisco offers. Jobbins cited data from the business marketing researcher Sirius Decisions indicating only about 15 percent of all partner marketing programs are adopted by partners -- something she will be urging her team to keep in mind as they come up with new ideas.
"You have to make sure what you're delivering is not a question of quantity, but that it's the right [fit for partners]," she said.
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