Marketing Matters Cisco Partner Marketing Forum – 4th June 2015

Marketing Matters Cisco Partner Marketing Forum – 4th June 2015 Ray Kloss Director of Marketing, ANZ

73% Amount by which strong brands outperformed the market in 2014 World’s Top 40 Brands beat the Market by 73%. 700 Corporate B2B Decision Makers – Brand is as important as the Sales engagement. Digitisation and especially mobile (Mobilegeddon) are the new battlegrounds for brands. McKinsey May 2015 2

Megatrends facing B2B Sales & Marketing Teams The new “ABC” of IT – Analytics (Big Data Market); BYOD (3.3 devices per employee); Cloud (60% of Server Workload Virtualised); Changing Demographics – Asian Middleclass; exit the Boomers, enter the Millenials in decision making; User Centricity - Me Free Easy demands; Changing Economics - Falling experimentation costs (experimentation is the new planning); Growth of the Sharing Economy Consumerisation of B2B – Know me before you meet me; goodbye B2B Sales Funnel; Multichannel 24x7 McKinsey May 2015 3

Megatrends facing B2B Sales & Marketing Teams: Recommendations Use Big Data as an unfair advantage. Share your pitch before you meet them. (Give away your IP . . . .) Manage the multi-channel decision journey. Product - Service - Platform. Enable Trial. Rethink sales & marketing capability. (Talent, Performance Management, On-boarding, Automation) McKinsey May 2015 4

YOUR REPUTATION PRECEDES YOU 60% of purchase based on enterprise reputation, not product CUSTOMERS OWN THEIR JOURNEY THEIR BUSINESS SEIZE THE DAY IS DIGITAL – IS (AND THE YOURS? DATA) 57% 41% of purchase decisions complete before customer calls suppliers of marketing orgs have their own P&L from digital revenue 67% of customer’s journey done digitally By 2020 75% of businesses will be digital By 2015, over 50% of funded marketing projects digitally led 5

CLOUD – 75% of organizations use public cloud services today, although sparingly, & 78% plan to increase their investment in cloud services in the next 3 years – Gartner March 2015 DATA ANALYTICS – 89% of enterprises believe that companies that do not adopt a data & analytics strategy risk losing market share & momentum in the next year – Forbes SERVICES – By 2016, 80% of the IT budget will be based on providing service integration for a broad portfolio of internally and external sourced IT & business services – IDC 2014 IoE – IoE could generate 4.6 trillion in value for the global public sector by 2022 through cost savings, productivity gains, new revenues and improved citizen experiences – Cisco Consulting Services SECURITY – Security Data Center represents 2B OPPORTUNITY – Data Center Deployment Strategies, North American Enterprise Survey, Infonectics, February 2015 6