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Overview
Sometimes big deals are found in small
places. Cisco, the de-facto enterprise
standard for data networking, could
easily see the competition intensifying,
decreasing sales and rapidly eroding
margin in the enterprise business
market.
In response, Cisco introduced a
worldwide SMB market initiative to bring
security, wireless and unified
communication solutions to small- and
medium-sized business markets. In
2004 Cisco made worldwide headlines
by announcing a series of investments
totaling more than $1 billion aimed at
capturing the SMB market.
Sometimes big deals are found in small
places. Cisco, the de-facto enterprise
standard for data networking, could
easily see the competition intensifying,
decreasing sales and rapidly eroding
margin in the enterprise business
market.
In response, Cisco introduced a
worldwide SMB market initiative to bring
security, wireless and unified
communication solutions to small- and
medium-sized business markets. In
2004 Cisco made worldwide headlines
by announcing a series of investments
totaling more than $1 billion aimed at
capturing the SMB market.
The Business Imperative
The business imperative at Cisco centers
on working together for coordinated
execution of marketing programs and
logistics. Worldwide operations at Cisco
are extensive and enormous; getting
stakeholder attention, buy-in, and creating
internal enthusiasm for programs is what
makes or breaks the success of
marketing efforts and initiatives.
My Cisco experience began in the
commercial marketing division
supporting a major launch of SMB
solutions for both network security and
unified communications. As a marketing
programs manager on contract, I was
responsible for working directly with the
marketing agency and multiple business
units within Cisco to define messaging
and coordinate the review of more than
100 technical and marketing documents
to support the solution launch.
Next, I worked with the commercial
vertical markets team and managed the
launch of the financial services Bullseye
campaign for the insurance vertical. To
launch the campaign, I produced all
website content and coordinated
campaign logistics. My next project
involved working in the U.S. Channels
group to create and roll out the next level
of SMB Select program benefits.
The business imperative at Cisco centers
on working together for coordinated
execution of marketing programs and
logistics. Worldwide operations at Cisco
are extensive and enormous; getting
stakeholder attention, buy-in, and creating
internal enthusiasm for programs is what
makes or breaks the success of
marketing efforts and initiatives.
My Cisco experience began in the
commercial marketing division
supporting a major launch of SMB
solutions for both network security and
unified communications. As a marketing
programs manager on contract, I was
responsible for working directly with the
marketing agency and multiple business
units within Cisco to define messaging
and coordinate the review of more than
100 technical and marketing documents
to support the solution launch.
Next, I worked with the commercial
vertical markets team and managed the
launch of the financial services Bullseye
campaign for the insurance vertical. To
launch the campaign, I produced all
website content and coordinated
campaign logistics. My next project
involved working in the U.S. Channels
group to create and roll out the next level
of SMB Select program benefits.
Bottom Line Results
communications launch team received a management award recognizing the
teamwork behind one of the Cisco’s most
successful solution launches
campaign recorded a 30% response rate on the program, one of the highest ever
recorded in the commercial marketing
group. The BullsEye! campaign is now an
integral part of Cisco’s SMB lead-
generation programs. Please visit the
3 Marketeers website to learn more about
BullsEye!.
and designed success stories to promote SMB Select partners resulted in a
pipeline of new success stories,
placement with iQ Magazine and new PR
opportunities each quarter. See a case
study example here
stakeholders, I created a new modular library of presentations to support SMB-
channel recruitment goals. The
presentations received high marks from
the field and were used in well over 200
power briefing events held in 2005 and
2006.
 | Cisco’s SMB Class unified |
teamwork behind one of the Cisco’s most
successful solution launches
| The financial services BullsEye! |
recorded in the commercial marketing
group. The BullsEye! campaign is now an
integral part of Cisco’s SMB lead-
generation programs. Please visit the
3 Marketeers website to learn more about
BullsEye!.
| The program in which I managed |
pipeline of new success stories,
placement with iQ Magazine and new PR
opportunities each quarter. See a case
study example here
| Working closely with key |
channel recruitment goals. The
presentations received high marks from
the field and were used in well over 200
power briefing events held in 2005 and
2006.
Cisco Makes a Big Deal with Small Business
| "I strongly recommend Tiffeny Price to any organization looking for a cheerful, hard working marketing professional who takes initiative and gets results." Barbara Koch, US Channel Marketing Manager, Cisco Systems |
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