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Cisco CMO Karen Walker On Making The Cisco Brand Work Hard For Partners

Cisco CMO Karen Walker introduced a new Cisco marketing campaign intended to arm partners with strong messaging, "five-star" leads and comprehensive enablement. ‘We want the brand to work hard for you,’ she said during a keynote presentation Wednesday.

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Go-To Market

Cisco Systems Senior Vice President and Chief Marketing Officer Karen Walker is undertaking what may be one of the most daunting tasks in the company's shift toward a software- and recurring revenue-focused sales strategy.

Walker and her marketing and partner demand generation team are simplifying what she calls the "jumble of names" in the company's marketing portfolio by 90 percent and laying the groundwork for a product introduction schedule that relies on fewer, bigger announcements centered on major events like Partner Summit, which is being held in Las Vegas this week.

As part of that effort, Walker introduced a new Cisco marketing campaign intended to arm partners with strong messaging, "five-star" leads and comprehensive enablement. "We want the brand to work hard for you," she said during a keynote presentation Wednesday.

The new "Bridge to Possible" campaign emphasizes Cisco's push to offer complete, integrated systems with a focus on life-cycle management services and customer experience. Here, Walker discusses the rationale behind the new campaign and how it will benefit partners.

What follows is an edited excerpt of Walker's conversation with CRN.

 
 
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