Technology Case Solutions

818 Words Jun 30th, 2013 4 Pages
Cisco Systems: Managing the Go-to-Market Evolution

1) How have Cisco’s channels evolved in the last 10-15 years? Why have they evolved that way?

Ans#
In the last five years, there has been a marked shift in Cisco’s channel strategy.
Rather than being purely focused on the volume of business that a channel does with the vendor, it is now paying great attention to the value of the business that the channel does. The focus is therefore no longer pure ly on point product sales but on bringing together multiple technologies and focusing on solutions aimed at solving customers’ business problems.

This value-based strategy is equally beneficial to the customers who then receive more technology and business value from
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These productivity tools provide partners with faster quotes and complete solutions, saving them valuable time to focus on other sales activities.

Cisco’s aim is to move channel marketing on to a new generation, offering marketing as a service to the channel. It aims to help partners make the best use of this selfservice model, so partners can focus on the follow-through and execution of their own campaigns. It is important to develop a suite of tools to assist the partner sales force to close deals on leads that have been generated.

3) What grade would you give Cisco for managing that evolution? Good or a bad? Why?
Ans#
This approach, half marketing-led, half partner-enabling, has boosted Cisco’s lead generation, from about 50 leads a quarter to more than 1,200 leads per quarter a year later, with a tenfold increase in the SMB sector.

I would say an excellent strategy to capture market opportunities, Cisco and its partners must continue to evolve, invest, lead and grow together.

4) Against the background of your answer to questions #1 and #2, how should Cisco distribute VoIP products? Through voice VARs? Data VARs? Or both?
Ans#
Cisco should distribute VoIP Products to existing data VARs. Convince data VARs to market this