Digital marketing trends prompt Cisco programme overhaul

An overhaul of Cisco's channel marketing programme is reflective of the 'critical' role of digital in shaping customer buying and brand experiences, according to the vendor.

The revamp of Cisco's Marketing Velocity programme brings all partner marketing functions under one brand in a move described by the vendor as an 'industry first', based on the scheme's capacity to support the end-to-end marketing requirements of partners and their own digital transformation.

“This is more than just bringing all of the partner marketing resources under one brand,” said Boon Lai, Vice President, Global Partner Marketing, Cisco.

“It’s ultimately about integrating and up-levelling our partner’s marketing practices with an end-to-end solution to attract new customers, deliver more sales and drive profits."

The new Marketing Velocity platform is made up of four components – learning, funding, the portal and a new co-marketing service currently in limited release with a select number of partners.
This fourth service, called Marketing Velocity Activate, combines business data and insights with joint partner planning. 

Cisco cited figures that suggest B2B customers are already 60% through the buying process before they ever speak to a sales representative and 61% of B2B transactions start online.

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