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Cisco

Cisco

Cisco Overview
Website: cisco.com
Employees: 79500
Headquarters: San Jose, CA
Founded: 1984

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Top Team Awards2022
Product Marketing
About
Cisco Systems, Inc., commonly known as Cisco, is an American-based multinational digital communications technology conglomerate corporation headquartered in San Jose, California.

Insights from the Cisco undefined Team

Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
I’ve been incredibly fortunate to have had internal sponsors both as my direct manager as well as stakeholders. These sponsors would go to bat for me to help me progress in my career. But there are things I did to make it easy for them to do it, and it makes all the difference in getting recogniz......Read More
816 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
One of my favorite quotes in marketing is: “sell the hole, not the drill.” A marketing professor at Harvard, Theodore Levitt, lectured about this and would argue that people don’t want to buy a drill; they want a hole. The drill is just the tool used to create the hole. This is where I’ve seen so......Read More
884 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
If you’re not seeing the expected results, do this immediately: dig into why you’re not seeing results. Investigate the data to better understand why your GTM strategy isn’t working. Whatever metric is “down”, you need to know why. Look at the data again, and talk to customers to supplement with ......Read More
829 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
It all starts with data! I typically segment my buyer profiles into company size (which is ultimately driven by how much money they spend with us), but there are many ways to determine profile categories. Below are the steps I take to identify and create the ideal customer profiles:  1. Inter......Read More
778 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
My experience at Gartner taught me that analysts are deeply passionate about the areas they cover. It is in a company’s best interest to see analysts (such as the ones at Gartner as well as other firms) as partners in the creation of a GTM strategy. These analysts are out talking to our customers......Read More
847 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
I think of a GTM strategy as the document to get everyone aligned. As a fun analogy, imagine you’re all on one of those ancient Viking ships. Each person has an oar, and you all need to be rowing in the same direction and at the same pace. The GTM strategy is the charted path on a map that the ca......Read More
800 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
The go-to-market (GTM) strategy defines how you will bring your product to your target audience. Once defined, you use the GTM strategy to align on the marketing and sales activities. Sales and marketing use the GTM strategy to impact revenue. A GTM strategy can be used for a single product or an......Read More
792 Views
Kiran Khanna
Kiran Khanna
Cisco GTM Leader , Cloud and XaaS SolutionsDecember 20
I love all the answers provided and will love to add a layer. To formulate a repeatable product messaging process, I have used and fostered the Key Messaging Document (KMD). It is to be used as a template not as a formula. I strongly recommend that it cannot hamper creativity but merely focus att......Read More
242 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 3
I've gathered competitive intelligence in a few ways: 1) Voice of Customer interviews (either conducted by myself or a 3rd party) 2) Market analyst reports 3) 3rd party-conducted interviews of ex-employees of the competitor  4) Review sites such as G2 or Gartner Peer Insights  5) The competi......Read More
465 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 18
This will depend on how your organization defines the PMM vs PM role. While I’ve never seen PMM “owning” product-specific analytics, I’ve also never seen PMM function without utilizing these metrics for analysis. Whoever “owns” these metrics will vary by organization. I would start by having a......Read More
1297 Views