How to position a new product to sales and channel teams

When Cisco bought WebEx, they needed to introduce the idea to their internal sales team and get them the materials and training they needed so they could begin selling the WebEx service through their channel partners.

Focus:

We led a messaging team of four internal senior marketing and sales managers to create a central marketing message architecture to be used for informing internal sales and  reseller teams. We began by defining sales goals within Cisco’s target markets, identifying the pain points for the channel partner, then created a marketing architecture to describe the benefits of selling the product to end customers.

Transformation:

• Message hierarchy has been codified and used as the central sales training backbone for selling WebEx services through Cisco channels