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Responding to an increasingly challenging selling environment, Cisco
launched a sophisticated suite of Advanced Services to help drive growth
in services revenue. However, the services marketing group quickly realized
that this new portfolio required a different sales methodology and approach
to managing customer relationships. The old sales tactics had to give
way to a value-based sales model that focused on the needs and objectives
of each customer.
To support the launch of Advanced Services, Cisco’s services
marketing organization developed a new sales model known as the Cisco
Value Selling methodology. Over a three-year period, the services marketing
team has moved from basic concept to a global rollout. Today, Value Selling
is seen as the catalyst for a significant shift in the culture and strategy
of the Cisco sales organization from “box pushers” to consultative
purveyors of value.
This ITSMA Case Study demonstrates the leadership role the Cisco
services marketing organization took to drive change in the company’s
worldwide sales strategy and tactics. The case study also highlights
the specific steps services marketing took to strengthen the relationship
between the marketing and sales organizations. For Cisco, the launch
of Value Selling has created a level of integration and positive interdependence
that has benefited both organizations.
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