Breakout at insidesales.com - Accelerate 2016 - May 2016 - Park City, UT Changing customer expectation How digital can help making sales more effective and servce customer better

1. DIGITIZING SALES
@CISCO
Thomas Winter - @thwinter
Senior Director
Digital Sales Strategy - WW Sales

2. Cisco At-a-Glance
FY15 Revenue: $49.2B, 4Y-Y Growth, $37.8B Products, $11.4B Services
Q1 FY16 Revenue: $12.7B, 4% Y-Y Growth, $9.9B Products, $2.8B Services
More than 71,500 employees
Nearly 70,000 channel partners
380 global sites doing business in 165+ countries
More than 19,000 patents
25,000 engineers (35% of our workforce)
#1 or #2 in most market segments we serve
More than 180 acquisitions since 1993
Broad portfolio of integrated products and solutions
$6.3 R&D (13.4% of FY14 revenue)

3. What is the magic ingredient
to build the path to Success
in a Digital Future?
For sure, first of all the
establishment of a digital
plan.

5. Your future customer?
ConnectedMobile
Digital Empowered

6. © WEF 2016
“Digital is the main
reason just over half of
the companies on the
Fortune 500 have
disappeared since the
year 2000”
Pierre Nanterme – CEO of Accenture
The Digital Buyer
digital
interactions
5.4people are involved in
the average B2B buying
decision
Sellers
need to manage more
relationship and
become
the collaboration coach
for the customer, often
without in person
engagements
67%
of buying journeys that
are digital interactions vs.
traditional sales calls
Sellers need to be
savvy in digital
interaction
collaboration and
marketing to succeed
digital
relationships
so what?what?
29%
of sales reps are well-
prepared to engage with
buyers
Sellers are expected to
understand the
business challenges of
their customers
BEFORE the meeting
80%
of customers look a
seller up online before
meeting with them
Sellers must have a
digital brand that
projects desired
expertise and credibility
digital
research
digital
brand
IDCSiriusResearchCEBglobalLinkedIn

7. Selling as an art Digital selling

8. Daniel Pink – To Sell is Human
We are all in sales now!

9. Disconnected Digital Island

10. Digital Sales
Strategy
One Book
Many Chapters

11. Sales Digitization Strategy
#transactions
#insights
Hyper-
awareness
Informed
Decision-
MakingDigital
Business
Agility
Fast
Execution
#interactions
IMD DBT Center – Digital Vortex & Cisco Digital Sales Strategy
http://global-center-digital-business-transformation.imd.org/

12. Case Study - Customer 360o
Understand the Overall Landscape of My Business
When I start my day, I use Customer 360o to view all aspects of my territory data at a holistic level that can also be
shared with sales leadership.
Prepare for Customer Interaction and Engagement
As I prepare to meet with a customer, I can access Customer 360o to provide all of the current and accurate
information on their account, their business, their industry, and recommendations on what to sell.
Determine Customer Usage and Adoption
I can use Customer 360o to understand if and how my customer is using Cisco products and services that have been
purchased.
Manage My Portfolio and Pipeline
Data in Customer 360o will help me do account planning, forecasting, and pipeline management.
View My Team’s Territory and Business
To ensure my team’s success, I use Customer 360o to view my territory, region, or country at the aggregate, using the
data to understand where we are meeting targets and where corrective action is needed.

13. Case Study – Project Telescope - Forecast Transformation
Build Flexibility
in the Forecast
Simplify &
Enrich the Opportunity
Drive Visibility &
Actionable Insights
Become
Industry Leading

14. Digital Selling – Tenants of success
Digital selling will only prosper when
sales and marketing combine their data,
knowledge and insights.
Providing a connected digital
experience is imperative to enable
digital selling

15. Great teams consist of individuals who have
learned to trust each other.
Over time, they have discovered each other’s strengths and
weaknesses, enabling them to
play as a coordinated whole.
General Stanley McChrystal
Team of Teams
New Rules of Engagement for a Complex World

16. Sales Transformation
Practical Steps
Understand how your customer really wants
to be served. Adapt sales accordingly
Sales lead.
Partnership with marketing and IT
Digitize your salesforce E2E / Step by Step
(policy, process, system, experience)
Overinvest in adoption and change support.
Speed and focus is everything
Design / experience is essential
Experiment…dream big, but fail small
Bi-modal delivery

17. Engage!
Digitize yourself!
Digitize your customer experience!

18. Thank you for your interest!
Let’s stay in touch.
www.winterblog.me
Thomas Winter
@thwinter