Tandberg Sales Playbook-forTAA v10 15APR PDF

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TANDBERG SALES PLAYBOOK

FOR TANDBERG SALES
Cisco Confidential April 15, 2010

© 2010 Cisco Systems, Inc. All rights reserved. 1
Welcome
Dear all,
We are now at the start of an exciting journey for us as a company. The combination of two world class sales teams -
like Cisco and TANDBERG - will transform and disrupt the collaboration market.
The integration team has worked hard to develop a comprehensive integration plan, and all of the sales-related elements
of this plan are included in this playbook.
Our work has centered on a set of key principles that should also be kept in mind as we start to engage with the broader
Cisco organization:
 Do no harm to our existing business. We have strong sales momentum, with a winning sales operation in place We
need to make sure we maintain the momentum – not allowing ourselves to get distracted.
 Leverage Cisco’s global scale and Go-to-Market model. We have developed a plan that will motivate the broader Cisco
organization to embrace our combined opportunity – we need to make sure we proactively seek opportunities to
capitalize on this excitement.
 Capture quick wins. Let us go out and focus on tangible short term customer and partner wins where we can show the
market that this is a winning combination.
A lot of hard work has been put into the integration planning – now it is time to execute! All of us play an important part
in making this happen, and we are counting on you!
Please spend some time to review the content of this playbook, as it will provide you very valuable input to make this
integration successful.
Good Selling!
Geir
Cisco Confidential
A comprehensive source of Sales information
Introduction ―What's in the playbook and how do I use it?‖
Organization ―‖How do Cisco and TANDBERG work together?‖
Compensation ―How does compensation change when we enter Cisco‖
Marketing & Products ―How is portfolio positioned, How will the portfolio change?‖
Channels ―What happens to our partners and what do I tell them?‖
Services ―How will services be managed, how does Cisco handle services?‖
Sales Process ―What process & pricing changes do I need to be aware of?‖
Tools & Resources ―What tools and resources are there to help me?‖
Customers & Partners ―How do I answer

Backcommon customer
to Table of Contentsand partner questions?‖
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Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. © 2010 Cisco Systems, Inc. All rights reserved.
Cisco Confidential 3
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Table of Contents presentation mode (shift F5)
Introduction Market Overview Sales Processes
 How to use this Playbook  Collaboration  Forecasting
 What to Expect in the First 60 days  TelePresence/Video  Quoting and Ordering
 Key Planning Milestones  Targeted Quick Wins  Deal Process and
 Cisco Fiscal Calendar  Competitors Approval
 Cisco Overview  Revenue Recognition

Products & Roadmaps
Tools & Resources
 Products and Roadmaps  Sales Acceleration Center TV
Organization  What to sell when  GPS and CAC
 Organization  Demos and Briefings

Channels
 Engagement  Marketing
 Channel Partners  Training
 Getting Started
 Strategic Partners &  Key Contacts
Alliances  Cisco Capital
Compensation
 Key Cisco Acronyms
Services
Cross compensation for  General Questions
TANDBERG Salespeople Services Organization
Cross compensation for Cisco Service Offerings Customer &
Salespeople Integrating Services Partners FAQ
Back to Table of Contents
Cisco Confidential
Introduction
Guiding Principles
 The Sales playbook is a first line
resource to all TANDBERG sales
professionals: product sales, channel
sales, service sales.
 To document, in a usable way, the key
areas where the field will be using new Topics
or interim processes, rules of
engagement, or tools which are unique  How to use this Playbook
to this acquisition.
 What to Expect in the First 60 days
 Key Planning Milestones
 Cisco Overview
 Cisco Fiscal Calendar
Cisco Confidential
Introduction
How to use this playbook
How to use this playbook? How will updates be delivered going forward? How
often?
 The format is a combination of Q&A, tables and
graphical representations.  We will be posting information on the Cisco GPS
site and on the TANDBERG Cisco Acquisition
 Hyperlinks are provided from the table of contents to
Connection (CAC ) site on a regular basis.
the various sections and you can return to the table
of contents from the link at the bottom of each page.  Please check back often to CAC for the latest
information .
 There are a lot of acronyms used at Cisco. We have
put a guide to these in the Tools and Resources
Section.
What if I need more information about a topic in
Can I share this playbook with non-Cisco the playbook?
employees?
 Please look first at the other information sources in
 No, this playbook is Cisco confidential; it is an CAC but if you still have a question please contact
internal document and should not be distributed the Sales Acceleration Center – TelePresence
outside of Cisco or TANDBERG. Video (SAC TV)
Cisco Confidential
Introduction
Sales Driven Activities in the next 60 days
Estimated Activity What do you need to do?
Dates
Day 1 Communications from Carl Wiese to Cisco Sales Read
Day 1 Launch of GPS site with playbooks, marketing Go to the site and review the playbook, take training (for
messaging, customer presentation, training, SAC- example how to give the customer presentation. Also
TV watch the VOD on the key elements of the Playbook.
Day 2 Communications from Carl Wiese and Geir Olsen Read
to Cisco and TANDBERG
Day 1 & 2 Marthin De Beer, Frederik Halvorsen and Carl You may be called upon to support these calls
Wiese make top customer calls
Day 1-3 Top 200 account teams meet and discuss plan for Support these efforts
joint customer call
By Day 5 Top 200 account teams reach out to customers Reach out to account schedule a meeting.
April 29 Carl Wiese All Hands meeting Attend to get this important overview
Day 1 - Ice Breaker (Get to know one another) events in Participate in these local events. Follow up with regular
May 5 cities WW. engagement
From Day 1 Training available on line Please take advantage of training resources
Day 60 Customer/Partner Open House Support these local events
Cisco Confidential
Introduction
Key Planning Milestones
Day 1 until Cisco Orderability
•We are running TWO quote to orderability
Day 1 processes. Cisco pricelist tied to Cisco
products and Cisco discounts, TANDBERG
pricelist tied to TANDBERG products and
TANDBERG Pricelist and TANDBERG
Discounts
August 1, 2010—Day 1 FY11

•TVSS on FY11 comp plans and
goals
Day 1-July 31
Target --Feb 2011 -Cisco Aug 1 2011
•Cisco and TANDBERG sales Orderability – Day 1 FY12
meet and begin acct planning
•All TANDBERG products and
•Key customer and partner calls services orderable from Cisco
•Customer and Partner Open •All Customers and Partners can
Houses –60 days post close buy from Cisco
•Cross Compensation in place •All TANDBERG sales teams
trained on Cisco sales tools: SFDC,
Quote & config tools
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Cisco Confidential 8 8
Introduction
Cisco’s FY10 Fiscal Calendar
**FY 11 Fiscal Calendar should be available by late April
You can find a copy of the Fiscal Calendar on CAC and Cisco’s Fiscal Calendar site [Requires CEC login]
Cisco Confidential
Introduction
Cisco Overview
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Organization and Engagement
Guiding Principles
 Maintain & accelerate TANDBERG &
Cisco business momentum
 Keep the TANDBERG Sales
Organization in-tact as far as possible
 Align TANDBERG to the Cisco theatre
structure
 Combine the best of both organizations
 The TANDBERG Sales Organization
(800 people) Topics
 The Cisco Collaboration Sales
 Organization
Organization (800 people)
 The wider Cisco sales organization  Engagement
(17,000)  Getting Started
 Establish a clear engagement model that
meets the needs of customers & partners
Cisco Confidential
Global Collaboration Sales Team
TANDBERG GTM
team will stay
intact for first
year reporting
to Carl Wiese:
Consolidate into
sales specialist
TVSS organization
Including
Channels, Field
Marketing and
Services ALIGNED
NOTE: TVSS = TelePresence Video Sales Specialist
Cisco Confidential
New TelePresence Video Team
The TVSS
Field
Organization
is mapped to
Cisco‘s
Theaters
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Worldwide Operations Organization
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The Collaboration Sales Organization
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Organization
How will the TANDBERG Services organization align I am a TANDBERG SE, what is the sales process?
with the Cisco Services organization? What is my role and what is the role of the Cisco rep?
 All aspects of the TANDBERG Services organization led  TANDBERG SE’s will continue with their business as
by Wayne McAllister under Rick Snyder (and Geir usual support to the TANDBERG Account teams that
Olsen) will report into the Collaboration Sales are part of their territory. TANDBERG SE’s can
Architecture team led by Carl Weise. TANDBERG engage a Cisco TelePresence Video Sales specialist
Services management functions will be dotted-line (dual- by contacting the Sales Acceleration Center –
citizenship) into the Cisco Services teams to foster TelePresence Video (SAC TV)
collaboration and introduce the TANDBERG teams to
their new counterparts. See the Services FAQ under
the sales playbook on the CAC website.
How will the other field groups align that report into the
Collaboration Sales Organization led by Vice President
Carl Wiese?
 TANDBERG’s sales functional groups, such as Sales
Operations, Channels, and Field Marketing, will be
solid-line into the Sales organization and dotted-line
(dual-citizenship) into their Cisco counterpart teams to
foster collaboration and introduce the TANDBERG
teams to their new counterparts. See the Sales
Operations and Field Marketing FAQs under the sales
playbook on the CAC website.
Cisco Confidential
The Engagement Model
Strategy Execution Principles
 Increase video sales momentum and  The TVSS team must insure tight alignment
continue to grow video market share with Cisco account teams to maximize
leadership. collaboration and to fully leverage client
 Fully leverage Cisco’s brand, account relationships, global reach and scale.
team and executive alignment,  The TVSS team will play a key role in the
extensive scale and global reach. overall end to end Cisco Collaboration
Architecture value proposition.
 The TANDBERG sales teams and
supporting sales functions will remain largely
in tact post-close, while leveraging the
concept of ―Dual Citizenship‖ - creating
valuable dotted line reporting relationships to
appropriate Cisco leaders.
 Retention of key sales talent is a top priority
for TANDBERG and Cisco’s TelePresence
Video sales teams
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Cisco Confidential
The Engagement Model-Channels
TVSS CAM Cisco CAM
 Develops and drives partner  Has full access to Partners as
relationships usual – but engages TVCAMs
 Responsible for execution on all TelePresence and video
of integrated opportunities
TelePresence and video  Fully compensated on
channel program TelePresence and video sales
 Provide TelePresence and though channel partners
video expertise to
specialized partner
Together  Include the TVCAM into partner
strategic planning, weekly
channels we can meetings etc
 Own relationship of pure maximize collaboration
play TelePresence and leverage partner
video partners
relationships
 Own TelePresence and video
target for the partner expand our global reach and
 Compensated on sales of
provide deep subject
TelePresence and video through matter expertise
channel partners
 Collaborates with Cisco channel
account managers and
leverages broader Cisco
Channel organization
Cisco Confidential
Who does what when it comes to selling the Cisco TelePresence and TANDBERG products between close
and when all the products are on the Cisco pricelist?
 It is critical to understand that the Cisco and TANDBERG teams should be identifying opportunities for the
products of both companies and working together to sell them. That said we will be on separate ERP systems for
several months and thus the quoting to ordering processes will remain separate.
Sales Stage TANDBERG Cisco TP Solutions

Solutions
Opportunity Identification Cisco and TANDBERG Cisco and TANDBERG
Forecasting TANDBERG &Cisco Cisco &TANDBERG
starting FY 11 starting FY 11
Quoting TANDBERG Cisco
Deal Desk TANDBERG Cisco
Ordering TANDBERG Cisco
Channel Parter TANDBERG Certified Cisco TP Certified
Partner Partner
Cisco Confidential
How will a TANDBERG AM pass a lead to or Can the Cisco CA Field Sales teams sell
engage in account planning with their Cisco TANDBERG advanced services (AS)?
counterpart?
 TANDBERG service sales will continue to sell
 TANDBERG AMs should reach out directly to TANDBERG advanced services Day 1. CA sales
their Cisco counterpart and share the lead teams who have a TANDBERG advanced service
information. (or product) sale prospect can register their leads
via the Sales Acceleration Center – TelePresence
 Both parties will be fully compensated on all Video (SAC TV) to get resource engaged in the
TANDBERG and all Cisco TelePresence business opportunity.
so there is every incentive to share lead
information.
 In case the TANDBERG AM does not know who is
the relevant counterpart, then they should pass
along any potential opportunity to the Sales
Acceleration Center – TelePresence Video (SAC
TV) . A sales resource will be assigned to work with
you once the opportunity has been qualified and
prioritized. In addition, you can find your Cisco
counterpart listed on SAC-TV.
Cisco Confidential
Getting Started
Cisco Confidential
Getting Started
Cisco Confidential
Getting Started
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Compensation
Guiding principles
 Create immediate incentives for both
teams
 Establish cross comp to ensure
neutrality
 Encourage both Cisco & TANDBERG Topics
teams to quickly come together to sell
the full and combined portfolio  TANDBERG Comp on TANDBERG
Business
 Retain the talent from both
organizations  TANDBERG Comp on Cisco Business
 Cisco Comp on TANDBERG Business
Cisco Confidential
Compensation
TANDBERG Comp on TANDBERG Sales
Will my current TANDBERG Compensation plan and When I get a new compensation plan with Cisco what
goal change between now and the end of Calendar will it look like?
2010?
 New compensation plans will be communicated by Aug 1
 Most existing TANDBERG compensation plans remain in (Cisco FY11) and will be run in-line with the Cisco Fiscal
place until the last day of Cisco FY10 (Jul 31, 2010). year (August – July)
 Any exceptions will be communicated to impacted
employee groups.
 In general, most TANDBERG sales teams will not be
subject to regoaling as a result of the acquisition;
however, there will be a windfall provision which may
result in goal/crediting adjustments.
 Kickers, if applicable, will be paid and measured on a pro-
rata basis of percentage achieved against target adjusted
to Jul 31 or as otherwise communicated.
 The normal commissions payment schedule will continue
with the exception that kicker payments will be paid in
November.
 Certain global and national partners generate TANDBERG
and Cisco TP run-rate business. As a result, CAMs
connected to these partners may receive re-goaling.
Cisco Confidential
Compensation
TANDBERG Compensation on Cisco Sales
Will I receive credit on Cisco TelePresence/Video What roles in TANDBERG sales are eligible for sales
products & services in FY10? compensation on Cisco?
 Cross compensation will be in place from the day after  All sales comp plan participants in TANDBERG will be
the acquisition closes until the last day of Cisco FY10 eligible for cross compensation during a transition
(Jul 31) period from the day after the acquisition closes until
 Cross-compensation will be introduced in order to the last day of Cisco FY10 (Jul 31).
ensure neutrality for the sales-force in selling
Cisco/TANDBERG products Will I be compensated on all eligible Cisco
 All sales comp plan participants in TANDBERG will TelePresence/Video deals in my assigned territory
be eligible for cross compensation during a transition or only deals in which I participate?
period from the day after the acquisition closes until
the last day of Cisco FY10 (Jul 31).  TANDBERG sales teams (Product and Services) will
 In general TANDBERG sales personnel will be paid be compensated on all eligible business in their
based on a calculated margin on invoiced revenues assigned territories regardless of whether or not they
on all Cisco TelePresence and Video MCU products participated in the deal subject to the windfall
and services (excluding DMS). Credit will not be
given for backlog & transactions pre-close (service provision. Terms and Conditions of the TANDBERG
renewals among them). Systems Incentive Compensation Plan shall remain in
 A ―windfall‖ provision be in place to ensure fairness. full force and effect, including but not limited to the
right of TANDBERG to change or amend the terms of
the Plan at any time.
Cisco Confidential
Compensation
Will I receive a goal adjustment to incorporate Cisco?
 In general, most TANDBERG sales teams will not be  Windfall review conducted by a cross-comp
subject to regoaling as a result of the acquisition; however, committee (Senior management, Theatre Lead,
there will be a windfall provision which may result in Finance, Sales Ops)
goal/crediting adjustments. Incentives will be reviewed and  Windfall adjustments can include caps (e.g. over
modified under the following windfall provision criteria: 200% of target), partial credits, kicker-adjustments.
 Pipeline: Review of Cisco and TANDBERG pipeline on  As stated in the TANDBERG Terms & Conditions,
Day 1 of close to identify opportunities in the current TANDBERG reserves the right to modify aspects of
Cisco and TANDBERG pipeline at cut off. sales compensation including revenue credit, Sales
 Materiality: A deal greater than $250k and/or more Goal/Quota Retirement, and/or incentive
than 20% of the aggregate results achieved over the compensation in connection with very large or
cross-comp period will trigger a review by the cross- significant transactions in the course of a plan year,
comp committee. and other transactions, which require unusual or
 Unusual Exceptions: Deals during the cross significant management involvement, were not
compensation timeframe that are unusual or anticipated, arise through limited Plan Participant
extraordinary for some other reason will trigger a review involvement or effort, or are unusual or extraordinary
by the cross compensation committee for some other reason(s). Cisco revenue will be part
of the normal goaling process in FY11.
Cisco Confidential
Compensation
What form of commission credit and compensation will Is TANDBERG Sales Eligible for Cisco FY10
I get as a TANDBERG sales employee on Cisco sales? Chairman‘s Club?
 Cisco invoiced revenues will be manually credited for  No, given that the transaction will close in late Q3 of
commission and compensation and will retire product and Cisco’s fiscal 2010 the TANDBERG sales team will not
service goal accordingly. This commissions credit will be eligible for FY10. However, TANDBERG will be
appear as a manual credit on your normal monthly gross eligible for the FY11 Chairman’s club, in accordance with
salary letter. There will be a time lag between the time the that year’s plan.
invoiced revenue is credited at Cisco and the time it is
credited at TANDBERG. This credit will retire goal (as Will we keep a margin compensation model after
appropriate depending on each individual’s comp plan). close? How will that work with Cisco products?
Standard TANDBERG credit reversal (de-book) policies  Transfer prices for Cisco TelePresence will be
apply to any situation where invoice to revenue is not established to enable margin compensation where
realized (nonpayment, cancellation, etc.). appropriate.
Does the FY10 Cisco sales credit approach align with

TANDBERG‘s sales crediting?
 As we work through the transition period, TANDBERG
and Cisco sales reps will remain on their respective
existing sales compensation plans. Due to differences in
the plans, TANDBERG reps and Cisco reps may be paid
differently during this period. The crediting report from
Cisco for manually crediting will be received monthly.
Please expect that there will be a delay in the timing of
credit and commissions payment due to the nature of the
manual process.
Cisco Confidential
Compensation
Cisco Comp on TANDBERG Business
Will Cisco sales receive credit on TANDBERG Which TANDBERG offerings will Cisco be paid on?
products & services in FY10? Which will they not be paid on?
 Yes, the Cisco sales team will be manually credited on  In general Cisco expects to pay on all TANDBERG
sales of TANDBERG beginning the day after the offerings on the basis of TANDBERG’s invoicing policy.
acquisition transaction closes. Credit will only be Service renewals and any order booked prior to the
given for transactions that occur beginning the day acquisition (i.e., backlog) will be excluded.
after the acquisition transaction closes, excluding
backlog & transactions pre-close. Service renewals will Will Cisco sales receive a goal adjustment to
be excluded. These will be Acquisition bookings to incorporate TANDBERG?
Cisco sales.  In general Cisco sales teams will not be subject to
regoaling as a result of the TANDBERG acquisition;
What roles in Cisco sales are eligible for sales however, some crediting adjustments may apply where
compensation on TANDBERG? the incremental increase in sales opportunity is
 In general, all Cisco sales direct Account Teams, warranted (subject to windfall clause).
Global Accounts, Collaboration Specialists, Video
Specialists, as well as, those sales teams paid on Do TANDBERG sales count toward Cisco Sales
territory results including Cisco Channels, Inside recognition?
Sales, and Services Sales, will be compensated on  The TANDBERG business will retire quota, however it
TANDBERG business. Sales employees not listed won’t be included for sales recognition for FY10
above are not eligible for sales compensation for including Chairman’s Club.
TANDBERG unless expressly notified separately. This
revenue credit retires goal for compensation purposes. Will Cisco sales be compensated for TANDBERG
multi-year service contracts?
 Yes, multi-year contracts will be passed through as a
single year.
Cisco Confidential
Market Overview
Guiding Principles
The telepresence/video collaboration
market is the fastest growing part of
collaboration, for three reasons:
 Video provides tangible benefits to
organizations
 User comfort level with video has
increased
Topics
 The technology has matured so it is
 Collaboration
easy to use and provides an
excellent experience.  TelePresence/Video
With the TANDBERG acquisition, we offer  Targeted Quick Wins
customers greater choice and a richer  Competitors
solution set, as well as broader channels
of distribution.
Cisco Confidential
Market Overview
Collaboration
Cisco Collaboration Market Overview

Cisco TelePresence is part of the Collaboration portfolio. To position Cisco TelePresence you need to understand the context
of the Collaboration strategy and architecture.
Business today increasingly requires interactions among companies, including partners and suppliers. The people you work
with may be spread across time zones, sometimes even globally, and you may never meet many of them face to face.
A well-defined collaboration architecture connects multiple decision makers in multiple locations across multiple networks to
improve and accelerate interactions among people, allowing teams to form more quickly and find the information that is
relevant to them faster.
Learn more about Cisco‘s Collaboration Architecture
Cisco Confidential
Market Overview
Collaboration
What is Cisco Collaboration? What collaboration experiences come from Cisco
 Cisco Collaboration solutions accelerate team TelePresence?
performance, find the right people and information quickly  Cisco TelePresence today integrates across much of the
and securely, protect investments, and create rich Cisco Collaboration portfolio to yield a set of compelling
collaborative experiences. From award-winning IP user experiences including:
communications to mobility, customer care, telepresence,
 With IP Communications, Cisco TelePresence
messaging, conferencing, and enterprise social software,
creates in person virtual meetings and is core to
Cisco creates rich collaboration experiences based on
open, interoperable network-based solutions. enabling all other experiences. IPC is core to
enabling all other Cisco TelePresence experiences.
How does Cisco TelePresence fit in Cisco
Collaboration?  Cisco TelePresence WebEx Engage delivers the
 Cisco TelePresence is a critical component of the Cisco Cisco TelePresence experience to Cisco WebEx
Collaboration strategy and portfolio. Cisco TelePresence meetings, while Active Collaboration Room provides
makes collaboration easy, enabling organizations of all virtual team collaboration capabilities for
sizes to do more with less, gain competitive advantage, workgroups.
transform their business, and be greener.  Combining Customer Care with Cisco TelePresence
How does TANDBERG fit into Cisco Collaboration? yields Cisco TelePresence Expert on Demand for in-
 Video in all forms is at the heart of Cisco Collaboration, person customer care or Lobby Ambassador for
accelerating next-generation productivity and innovation. remote lobby staffing.
Now that TANDBERG is a part of the Cisco TelePresence  With Enterprise Social Software, Cisco
portfolio, the TANDBERG product line will extend Cisco TelePresence delivers the HD Recording Studio
Collaboration video offerings, enabling workers to realize
experience with flexible video playback, and
greater productivity anywhere and anytime from immersive
Classroom of the Future.
rooms to mobile PCs.
Cisco Confidential
Market Overview
New Collaboration Experiences With Cisco TelePresence
Cisco Confidential
Market Overview
TelePresence/Video
What is the market opportunity for Cisco TelePresence? How is the market opportunity for video and Cisco
 In 2009, the total worldwide market for TelePresence and TelePresence changing?
video conferencing equipment was around $2 billion  Cisco believes that adoption of video in the enterprise has
dollars (IDC, 2010). Geography breakdown 2009 : US reached an inflection point and will grow significantly in the
54%, EUR 42%, ROW 4% (ABI Research, 2010) coming years as declining costs, network effects, and
additional technologies transform the market.
 By 2014 the market opportunity will be $4.8 billion dollars
(IDC, 2010). Geography breakdown 2014 : US 36%, CAN What about infrastructure pull through?
4%, EUR 36%, APAC 16%, ROW 8% (ABI Research,  Video fills networks and as user demand and video
2010) applications grow so will the demand for bigger networks.
 There are many opportunities for Cisco to drive additional What is Cisco‘s business model, with a focus on Go-To-
growth by combining TANDBERG’s strengths in Market (GTM)?
infrastructure and endpoint products with Cisco  Cisco operates a direct sales force with a full-service (―total
TelePresence, video and Unified Communications solution‖) services organization. Cisco sales and
initiatives – for example, by increasing interoperability and services work through Advanced Technology Partners
intercompany capabilities across the portfolios. Ultimately, (ATPs) for implementations of TelePresence solutions. ATP's
Cisco believes that video will increasingly become offer TelePresence as a Service so that customers can
integrated into a set of integrated collaboration products obtain the technology in different ways. Cisco partners
that also include web and audio conferencing, e-mail, and include video conferencing specialists, audio/visual
instant messaging. integrators, system integrators and service providers.
Cisco Confidential
Market Overview
TelePresence/Video
What is our joint Cisco-TANDBERG business plan, with a focus on GTM?
 Our plan is focused on leveraging Cisco’s routes-to-market and TANDBERG’s video specialty to grow worldwide
sales. We will do this in two waves:
First Wave
 Expand TelePresence video sales specialist org to include 800+ TANDBERG field org within Collab Sales
 Align to, leverage Cisco’s WW sales organization, scale and operational excellence
 TANDBERG products orderable only on TANDBERG’s price list with TANDBERG discounts
 Maintain TANDBERG’s existing video channel and Cisco video channel, articulate plan for integrated approach
 Capture quick wins via ―Going on Offense‖ Program
 Position integrated TTG portfolio as telepresence, part of Cisco collaboration portfolio
 Rigorous cross-training
 Honor existing support agreements while integrated services offering is architected and articulated
Second Wave
 TANDBERG products orderable through Cisco
 Optimize coverage model
 Integrate TANDBERG’s partner program into Cisco’s partner program as a specialization
 Integrated services portfolio
 The TANDBERG GTM model will fold into the current Cisco model – the existing TANDBERG sales force will roll into the
existing Collaboration sales force under Carl Weise. The TANDBERG sales force will evolve into the new TelePresence
Video Sales Specialist (TVSS) led by Geir Olsen. Cisco will begin to articulate plans and strategy for a joint channel
program. For intercompany capabilities, Cisco will continuing its focus on enabling SPs to offer services, and augment
those services with ―do it yourself‖ and hybrid (on premise plus cloud) offerings.
Cisco Confidential
Market Overview
Cisco TelePresence The Combined Endpoint Portfolio
Cisco Confidential
Market Overview
Target Quick Wins
Target Quick Wins:
A significant incremental opportunity in FY11
Market Focus Strategy Scope of Incremental
Opportunity in FY11
Service Providers Leverage Cisco’s SP strength Large
with combined portfolio
Geographic Expansion Increase TANDBERG’s footprint Significant
in areas where Cisco has greater
scale and reach (Cisco A
countries)
Sector Expansion Expand in public sector Large
Leverage Cisco Commercial Significant

GTM coverage for TANDBERG
solutions
Leverage Cisco trusted Significant
relationships in Global Enterprise
accounts
Cisco Confidential
Market Overview
Competitors
Who are the key competitors in this Market? How does Cisco differentiate from its competitors in this
 TelePresence and UC Video endpoint and network market?
products compete with offerings from a number of  With the addition of TANDBERG video endpoints and
videoconferencing and collaboration companies such as Infrastructure products to the portfolio of Cisco TelePresence
Polycom, LifeSize (now part of Logitech), Sony, Huawei, products, Cisco now has the only truly end-to-end video
ZTE, Kedacom, D-Link, Teliris, Telanetix, Radvision, solution offering in the market. The new combined portfolio
Avaya and Hewlett- Packard among others. Given now offers business quality, high definition video all the way
analyst projections regarding future growth in enterprise from immersive dedicated Cisco TelePresence rooms to the
video generally, it is a space that will remain attractive general purpose meeting room to the desktop, making video
for these companies and other potential competitors. accessible and ubiquitous throughout the organization.
Cisco believes the TANDBERG acquisition will benefit  The market-proven TANDBERG networking products
the sector and grow the overall market through including the Codian MCUs and the award-winning
improved interoperability with other vendors’ products. TANDBERG Video Communications Server (VCS) will
continue to help make our customers’ video deployments
scalable to tens of thousands of endpoints, and manageable
through the industry standard TANDBERG Management
Suite (TMS), all the while providing the lowest Total Cost of
Ownership (TCO) to the end user. The TANDBERG products
complement Cisco TelePresence infrastructure, management
and interoperability products.
How do I get more info on competitive situations?

 Prior to getting Cisco Intranet access please use the SAC-TV
 After you have access to Cisco’s intranet you can link to the
TelePresence BU competitor site (REQUIRES CEC LOGIN)
Cisco Confidential
Products and Roadmaps
Guiding Principles
Leadership in a combined Cisco and
TANDBERG portfolio will realize potential in
several areas:
 A combined set of the right set of products
and solutions to create the kinds of
experiences and environments appropriate
to the wide variety of business needs that
our customer have.
 A comprehensive set of services for
worldwide deployment and scalability Topics
 The ability to deliver a variety of compelling  Product Interoperability
options and solutions for interoperability  What to sell when
across the products, across vendors,
across the industry
We will continue to focus on next generation
roadmaps encompassing industry-wide
interoperability, intercompany, end to end
management.
Cisco Confidential
Product Interoperability
Where do I find detailed information on Cisco‘s How are the Cisco and TANDBERG product lines
TelePresence and UC Video products? being integrated?
 The Cisco TelePresence portfolio includes system  TANDBERG products are now part of the Cisco
endpoints, management software, multipoint switching, TelePresence portfolio and architecture:
collaboration tools, intercompany connectivity, and
 TANDBERG endpoints, including components,
lifecycle services-all tightly integrated to a suite of other
are now part of the Cisco TelePresence
business video and collaboration technologies to deliver
endpoints business.
compelling end-user application. See a full list of Cisco
TelePresence products and solutions.  TANDBERG multipoint, interoperability,
management, and media services such as
recording are now part of the Cisco
TelePresence infrastructure business.
 TANDBERG intercompany capabilities are
now part of the Cisco TelePresence as a
Service business
How will TANDBERG and Cisco equipment work

together?
 TANDBERG and Cisco products will interwork
immediately with a full infrastructure-enabled
interoperability medium term focused on the Codian
platform.
Cisco Confidential
What is the interoperability roadmap for the combined Cisco TelePresence products?
 The combination of standards-based Cisco and TANDBERG interoperability technology is market-leading. All Cisco
TelePresence endpoints, whether single-screen units for individual use or large meeting room environments, are
interoperable with all standards-based video conferencing at SD and HD resolutions. Cisco offers compelling
solutions for interoperability today across vendors and technologies in four areas:
1.For standard videoconferencing, we now offer Cisco Unified Video Conferencing and TANDBERG standards-
compliant endpoints and infrastructure, including multipoint control units (MCUs) and TelePresence servers.
2.For telepresence interoperability, the standards-based telepresence Interoperability Protocol enables native
telepresence interoperability. Cisco is implementing TIP on the CTS portfolio, while at the same time handing TIP
over to the IMTC to be evolved as an industry standard. Cisco will support telepresence standards as they are
adopted.
3.The Cisco TelePresence architecture already provides interoperability and integration with a host of collaboration
applications such as Cisco WebEx, digital media and solutions other companies.
4.Cisco TelePresence also interoperates across company and network boundaries with intercompany Cisco
TelePresence technologies and services, available through partners.
Cisco Confidential
The Cisco/TANDBERG product and solution What is the roadmap for Immersive Telepresence?
integration will follow a tiered phase over the next
 All products will remain in the integrated portfolio
3 years:
and customers will have the choice of an immersive
 BRIDGED: Products and solutions interoperate and solution. Future development will focus on
work together today and in the future. infrastructure and offer a complement current end-
point portfolio.
 INTEGRATED: Products and solutions work as a
unified system.
 NEXT GEN: Takes the experience and capabilities What is the roadmap for call control and
of the integrated Cisco TelePresence products and management?
solutions to the next level.
 Clustered CUCM and VCS will together to enable
complete call and session control for collaboration
solutions. TMS and CTS-Manager interworking
 The integration of TANDBERG products into the
under development. In mixed environments use
Cisco TelePresence family brings ubiquitous
TMS for TANDBERG and CTS-Manager for CTS.
usability features such as ―One Button to Push‖ and
Continuous Presence, and network scalability
features such as network-based multipoint
What are our solutions for business to business
switching. Thus, organizations will be able to roll
communication?
out Cisco TelePresence products globally to users
everywhere for many different applications and high  Flexible deployment models are offered on-
usage. premise, hybrid and hosted.
Cisco Confidential
Cisco Confidential
How are the Cisco and TANDBERG products being combined into an architecture?
 All existing TANDBERG products are being integrated into one combined Cisco TelePresence product portfolio.
Immersive TelePresence: The combined Cisco Personal Systems: The strong portfolio of TANDBERG
Immersive TelePresence series is industry leading and personal systems will remain, as will the Cisco
offers customers a choice of the CTS 3000 series and T3 TelePresence System 1100 and Cisco TelePresence
Series. The Cisco Immersive TelePresence Series offers System 500. The unified set of products will meet the needs
absolute quality, reliability, ease-of-use, and meeting of individuals in the office, at home, and on the go.
flexibility for today’s executive – with a choice from classic
to contemporary meeting rooms and suites. Shortly after Platform Portfolio: TANDBERG's C-series, MXP codecs,
completion of the acquisition, Cisco will deliver high- set-top systems, and PC video and high-definition cameras
definition, immersive, multi-screen interoperability will serve as the foundation for extensive integration
between these systems and other multi-screen systems. options. These offerings will continue to be available to
integrators and their customers who choose to purchase
Multipurpose Room Systems: TANDBERG's leading customized systems that interoperate with current and
Profile Series will continue to deliver a broad range of future Cisco, TANDBERG, and third-party systems.
options for customer choice in the meeting room, and the
Cisco TelePresence System 1300 will complement the Infrastructure: Both companies' entire line of infrastructure
offering with a virtual in-person experience in a products will continue to be available to integrators and
multipurpose conference room. customers. This includes, for example, the industry-leading
Codian Multipoint Control Units (MCUs). The joint
infrastructure portfolio will form the basis of the Cisco
TelePresence architecture, will provide improved
interoperability with competitive solutions, and will enable
intercompany services and integration with Cisco's and
other companies' digital media and collaboration solutions.
Cisco Confidential
What to sell when
Now that I have CTS and TANDBERG end-points, what shall I sell when?
 You will be able to offer more choice for the customer and strengthen your ability to compete on every dimension with the
competition. You will sometimes benefit from using your knowledge of the customer, existing technology investments and
competitive landscape to lead with one set of endpoints. With CTS and T3/T1 it is like iPhone and Blackberry: They are
both excellent communication tools and share a lot of common features and serve similar business needs. To some
extent, the customer will choose based on subjective preference (like interface and design). However, there are also some
areas one endpoint will be stronger than the other and vice versa. Diagram below gives some suggested guidance, but
you will need to tailor to each customer. Please leverage your Business Solution team to help you on larger opportunities.
Customer type General guidance
Existing CTS customer Continue CTS

Be aware short-term limitations in interop with non-CTS personal and multi-
purpose systems
CUVC is short-term solution, Codian is medium-term and future platform
Existing T3 customer •Continue T3/T1, expand beyond immersive with personal and multi-purpose
Customer with significant video investment •Position full immersive portfolio and focus on choice – might lead with one
(TANDBERG or other vendor) solution, e.g.
•A. Customer is Successful Adopter and want to extend investment: Lead with T3
•B. Customer is Unsuccessful Adopter, want different approach: Lead with CTS
Greenfield customer •Position full immersive portfolio and offer choice
Cisco Confidential
What to sell when
When is it appropriate to position CUPC and when it is appropriate to position Movi?
 Cisco Unified Personal Communicator (CUPC) is a full  If a customer’s communication strategy is based on
UC client in the same spirit as an Office Communicator voice and CUCM, then CUPC is going to be a natural fit.
Client Solution or an IBM Sametime client solution. It This provides an audio led, softphone experience. For
supports Presence, IM, voice and video. It is tightly customers who are looking to extend a standards-based
integrated into the Cisco Unified Communications video environment including the need to enable mobile
Manager (CUCM) experience, providing a ―voice‖ first workers to participate in Telepresence meetings, Movi is
approach to UC similar to Microsoft and IBM. Movi is a the natural fit, providing high-quality video from the PC.
high-quality video client for use on the PC, and coupled
An additional consideration when determining CUPC vs.
with the TANDBERG Precision HD USB camera, it
Movi is multi-party collaboration. The new version of
provides a high-quality mobile endpoint for extension of
Cisco TelePresence. Movi, available in Q3 2010 will be able to initiate ad-hoc
multi-party calls with the TANDBERG infrastructure and
provide a meeting room like content sharing experience.
CUPC leverages the CUVC MCU, and is integrated with
the Meeting Place sharing experience.
Cisco Confidential
Channels
As part of the TANDBERG acquisition, Cisco is excited by the potential to
acquire a new base of partners, with unique skills and competences, which
are world class in the industry.
Our goal is to ensure that all categories of partners are offered the potential
to develop new business opportunities and relationships that lead to
increased business for all.
Guiding Principles
 No changes Day 1 – programs remain intact
 Selective and disciplined partner coverage model
 Protect partner profitability
Topics
 Encourage and protect investments
 Organization
 Reward value, not volume
 Maintain Go To Market model  Channel Partners
 Fulfillment through partners  Strategic Partners & Alliances
 Retain CAM support
Cisco Confidential
Channels
Worldwide Channels Organization
How is Cisco‘s channel‘s team organized?
 The Worldwide channel organization is lead
by Keith Goodwin, with theaters &
headquarters reporting into him.
 At the theatre level there is geography based
CAM coverage as well as Channel SBDMs
who drive a specific technology like
Collaboration and TelePresence.
Cisco Confidential
Partners
Channel Partners
What happens immediately happens to Partners when Will there be a specialized distribution program as part
the acquisition closes? of the integrated TelePresence and Video Partner
 Initially it will be business as usual. Immediately following Program?
close of acquisition, we will continue to operate with two  Cisco has a worldwide distribution partner program that
separate channel programs; the TANDBERG enVision include specialty distributors for technologies requiring
channel partner program and the Cisco TelePresence ATP additional and unique distribution support. We are working
program. on distributor programs specifically targeting the joint
 Pricing/ discount levels/ incentives/ benefits will continue TANDBERG/Cisco business. Details of the programs will
to be separate. Cisco pricing/ discounts/ incentives/ be finalized in the months after the acquisition closes and
benefits will apply for Cisco business and TANDBERG communicated to our partners as soon as more
pricing/ discounts/ incentives/ benefits for TANDBERG information becomes available.
business
 Over the next several months Cisco and TANDBERG will What will happen to TANDBERG‘s existing partner
create and launch the TelePresence and Video Channel program?
partner program which will be available to all partners.  TANDBERG has invested significantly in its Channel
Partner Program and has built a successful, thriving, global
What will happen with TANDBERG partners? partner community. Initially nothing will happen to the
 Cisco recognizes and appreciates the value of all TANDBERG partner program. We have started to work on
TANDBERG partners – AV Specialists, VC Specialists, an integrated channel partner program that will leverage
System Integrators and Service Providers—and the the "best of both― channel programs and continue to
programs and people who support them. In the transition reward partners investing in our technology. Additional
period, TANDBERG partners will continue to do business insight into the integrated Channel Partner Program and
with TANDBERG under the enVision partner program. the advantages to partners will be communicated after
Over time we will migrate the TANDBERG partners into close.
Cisco’s integrated TelePresence and Video partner
program.
Cisco Confidential
Partners
Channel Partners
Why are the TANDBERG partners so important to Cisco?
 Like TANDBERG, Cisco brings its solutions to market  The market and press have clearly articulated the
through its channel partners. Through TANDBERG’s well value of the TANDBERG partners as well:
developed channel program, an extensive partner network
has been developed. This partner base is a key asset to be  ―TANDBERG has very strong sales partners in
retained and cultivated through the integration. videoconferencing that Cisco will benefit from.‖–
Wainhouse Research
 Cisco recognizes the value TANDBERG channel partners
possess in geographical coverage, custom solution selling,  ‖Because legacy Cisco partners and TANDBERG
industry and niche market penetration, specialized partners are coming to the channel with different
technology integration, longstanding customer specialties, they are unlikely to be in direct
relationships, industry recognition and reputation. competition. I think the partners can actually
complement each other.‖ – Janet Waxman, IDC
 ―The merger of the two companies will likely
create an unstoppable force…This acquisition
validates that video communications is well on its
way to becoming a key enterprise
communications application all the way from
desktop to telepresence.‖– Frost & Sullivan
 ―[TANDBERG] is not only the market leader in
videoconferencing gear, but it’s by far the hottest
player in the market—not only with the mid-tier
conference room systems that are the bulk of the
industry, but also for high-end telepresence
systems." -- BusinessWeek
Cisco Confidential
Partners
Channel Partners
My TANDBERG Partner is interested learning more My TANDBERG partner is interested in selling Cisco
about Cisco technology? CTS. How do I support them?
 TANDBERG partners are encouraged to visit Cisco  In order to be able to sell Cisco CTS the partner needs to
partner webpage's to learn more about the solutions be Cisco TP ATP certified.
offered.  The TANDBERG CAM is encouraged to contact the Sales
Acceleration Center – TelePresence Video (SAC TV) to
My TANDBERG Partner is interested in selling Cisco get in touch with the right people within Cisco to agree on
technology? How do I support them? an approach
 TANDBERG partners may partner with a Cisco partner to
deliver comprehensive solutions to joint customers. A
TANDBERG partner may register as a Cisco partner and
by signing the Cisco Indirect Channel Partner Agreement,
the TANDBERG partner will gain access to non-restricted
Cisco products.
Cisco Confidential
Partners
Strategic Partners & Alliances
How does the acquisition of TANDBERG impact Cisco's How does this affect TANDBERG‘s partnership with
strategic partners and alliances? Microsoft as a technology partner?
 The acquisition of TANDBERG is positive for our strategic  Cisco has a proven commitment to interoperability – to
partners who will have the opportunity to access Cisco’s ensure our customers’ investments in technology yield the
complete end-to-end TelePresence offering. highest ROI for them.
 Cisco’s acquisition of TANDBERG, which is also
How does this affect the partnership with Radvision? committed to interoperability, is consistent with this
 Cisco works with Radvision through several different commitment.
business units, in addition to TelePresence. Those  Microsoft already partners with both Cisco and
relationships are determined by the individual business TANDBERG.
units on a case-by-case basis. Cisco will continue to use  TANDBERG’s broad product line, intercompany and multi-
the best technologies for our solutions to enhance the vendor interoperability, and targeted sales and channel
customer experience. capability, will dovetail well with Cisco’s existing portfolio
and TelePresence roadmap.
 The TANDBERG acquisition will enable Cisco to expand
its collaboration portfolio and to offer more solutions to
more customers, accelerating adoption of collaboration
architectures.
Cisco Confidential
Services
Guiding Principles
 Combined, Cisco and TANDBERG will
provide a full suite of lifecycle services
leveraging the skills and intellectual
property of two world class services
organizations.
Topics
 Services Organization
 Service Offerings
 Integrating TANDBERG Services
Cisco Confidential
Services
Services Organization
How will the TANDBERG Services organization
align with the Cisco Services organization?
 All aspects of the TANDBERG Services
organization led by Wayne McAllister under Rick
Snyder (and Geir Olsen) will report into the
Collaboration Sales Architecture team led by Carl
Weise. TANDBERG Services management
functions will be dotted-line (dual-citizenship) into
the Cisco Services teams to foster collaboration and
introduce the TANDBERG teams to their new
counterparts. See the Services FAQ under the
sales playbook on the CAC website.
Cisco Confidential
Services
Services Organization
How is Cisco‘s
services team
organized?
 The global Cisco
Services organization
is a roughly $7B in
revenue business led
by Wim Elfrink. The
Services organization
has over 9,000
employees across
120 countries and
has 60,000 partners.
 As part of this
organization Cisco
has a Services Sales
Organization.
 There are 3 direct
sales leads: George
O’Meara (US,
Canada);
 Bob Singleton (APAC,
Japan and Emerging
Markets); and Nick
Earle (GET, Europe).
Cisco Confidential
Services
Services Integration Similar Portfolios Today
Goal: Maintain and grow TANDBERG and Cisco momentum in
services; Create a seamless transition for customers
First Wave Second Wave
Close + 6 to 9 months Full orderability
 Cisco Services sold with Cisco products
Cisco  Portfolios combined into a unified
 TANDBERG Services sold with Product suite of Service offerings covering
TANDBERG products all TelePresence Video products
 New Cisco interoperability consulting
service for customers with both
Cisco TANDBERG
Product Product Cisco and TANDBERG
Products
Cisco TANDBERG
Services Services
Unified Cisco/TANDBERG
Interoperability Service Services Portfolio
(Order through Cisco)
Cisco Confidential
Services
Service Offerings
What services are offered by Cisco in the TelePresence/UC Video Space?
The Cisco® TelePresence Planning, Design, and Implementation Service helps
organizations accelerate the business benefits of the Cisco TelePresence
Solution and get the most from their technology investment.
The Cisco TelePresence Planning, Design, and Implementation Service delivers

a comprehensive service offering to help enterprises prepare, plan, and design
their networks for the successful implementation of the Cisco TelePresence
solution. The service is available from Cisco in conjunction with a select group
of Cisco Advanced Technology Provider (ATP) partners with deep experience in
networking and Cisco Unified Communications and special training in virtual
presence technology.
Cisco TelePresence Planning, Design, and Implementation Service consists of:

 Cisco TelePresence Prequalification
 Cisco TelePresence Project Management
 Cisco TelePresence Requirements Validation
 Cisco TelePresence Site Survey
 Cisco TelePresence Path Qualification
 Cisco TelePresence Detailed Design Development
 Cisco TelePresence Implementation Plan
 Cisco TelePresence System Acceptance Testing
 Cisco TelePresence End-User Training
Cisco Confidential
Services
Service Offerings
What services are offered by Cisco in the TelePresence and UC Video Space? (continued)
 Cisco offers additional services to ensure the TelePresence solution is optimized to meet the unique needs of each
customer. These Optimization Support services include:
 TelePresence System Stability Audit – Audit Cisco  TelePresence System Change Support - A Cisco
TelePresence System infrastructure design, device TelePresence Engineer with intimate knowledge of
health and application configuration and Network Path your architecture and business requirements will
Assessment to ensure network requirements are met provide consultative support in the event of a P1 or
 Proactive Software Recommendation - Develop P2 TAC case to speed time to resolve any system
and Maintain a Comprehensive Software Strategy for issues
Your TelePresence System. Includes Software  Knowledge Transfer and Mentoring – Cisco
Recommendation for endpoint Codecs, and all the engineers who understand your Cisco TelePresence
core components (CTMS, CUCM, etc), as well as System will custom tailor the format and topics of
PSIRT analysis. discussion to meet your unique staff training needs.
 Remote Upgrade Support - Provides a Cisco
TelePresence Upgrade Management Plan that
includes Step-by-Step written upgrade procedures
customized to specific Customer requirements and a
documented acceptance test plan based on the type
of updates, upgrades, and/or modifications.
Cisco Confidential
Services
Service Offerings
How will the Cisco and TANDBERG service What is the Cisco warranty on TelePresence and
portfolio change? UC Video Products?
 In the near term, there are no changes to the  Cisco’s Warranty on TelePresence products and
TANDBERG or Cisco portfolios. As we physically related furniture is 90 days.
integrate the two Services organizations, we will roll
out unified lifecycle services offerings across our
combined product portfolio that have common
deliverables, pricing foundations and orderability
criteria.
 TANDBERG partners and customers will benefit from

improved service levels globally as TANDBERG
starts to leverage Cisco’s significantly larger global
parts network and technical resources.
Cisco Confidential
Services
Service Offerings
What post sales TelePresence Support Services does Cisco offer?
Cisco‘s TelePresence Essential Operate Service Cisco TelePresence Remote Management Services (RMS)
 The Cisco TelePresence Essential Operate  Cisco TelePresence Remote Management Services (RMS) offer an
Service helps enterprises realize the cost savings immediate and flexible answer for the ongoing management of the
and productivity gains that the Cisco TelePresence customer TelePresence solution. They allow customers to retain
solution makes possible by providing 24-hour-a- control and visibility while out-tasking ongoing management to a
day, 365-day-a-year access to a comprehensive team of Cisco experts. These experts function as an extension of
support environment that addresses all aspects of the customer’s IT team to deliver high availability and reliability.
Cisco TelePresence technology—voice and video, Two options are available for Cisco TelePresence Remote
software and hardware—with a single, integrated Management Services:
service, provided by dedicated Cisco Unified
Communications experts. The service includes  Cisco TelePresence Select Operate Service with Remote
Advance Hardware Replacement with the option of Assistance delivers proactive remote monitoring and management
onsite installation, providing parts delivery and of Cisco TelePresence endpoints and their underlying network and
replacement by the next business day or within unified communications (Call Manager) components. Organizations
four hours on the same business day. retain ultimate control and visibility, while Cisco monitors the
availability and performance of Cisco TelePresence around the
clock, identifying issues and collaborating with internal IT teams as
necessary to resolve issues before the user experience is affected.
 Cisco TelePresence Expert Access Service with Remote

Assistance (available for CTS 500, 1100 and 1300) is an effective
alternative for organizations that do not require full-scale proactive
management, and addresses business concerns for cutting costs
while balancing varying business and technical requirements.
Cisco Confidential
Services
Integrating Services
Who will deliver TANDBERG services? Will Cisco continue to support all of TANDBERG‘s
 TANDBERG services models will remain intact at existing products?
Day 1 and they will continue to provide services for  Yes. Cisco will assume support responsibility for all
their existing customers. When we have finished the TANDBERG products that are under warranty at the time of
integration, support calls for the entire TelePresence close and those bound by a Core Service support contract.
portfolio will be handled by the combined
TANDBERG / Cisco Service team. I‘m a TANDBERG service or sales employee, where do I
send my customers for Cisco support?
Can the TANDBERG service contracts be renewed,  Find a list of the global support contact numbers for all Cisco
and if so, for how long? customers with valid service contracts on Cisco.com.
 Yes. TANDBERG customers may continue to renew
their service agreements through TANDBERG’s I am a TANDBERG sales rep and my customer has
ordering systems to ensure continued service expressed interest in advanced services that I think Cisco
delivery. Cisco will continue to honor the existing can provide. How do I engage a Cisco Advanced Services
contracts and will enable renewals of TANDBERG’s team member? What services can they provide?
existing service agreements. Post close, Cisco will  You can utilize the account look up tool on the Sales
communicate with TANDBERG customers about Acceleration Center – TelePresence Video (SAC TV) web
plans to migrate to Cisco support and contracts. site to identify the name of the Services Account Manager for
that account.
 Please see the Joint Deal Process for Advanced Services in
the Deal Process and Approval Section.
Cisco Confidential
Services
Integrating Services
How will TANDBERG support calls be handled? What would happen if a customer calls in to Cisco for
 In the near term, TANDBERG support calls will continue to TANDBERG product support?
be handled by the existing TANDBERG Global Support  If a Cisco or TANDBERG customer calls the Cisco support
Team (GST) and calls on Cisco equipment will continue to number for support on a TANDBERG product, the
be handled by the Cisco TAC. customer will be routed to the TANDBERG Technical
 Processes have been set up to provide a warm customer Support Center. Sales and other organizations that are in
handoff should one support group need to direct a touch with customers, should encourage TANDBERG
customer to the other support group. customers to continue to call into TANDBERG support
 As soon as it becomes practical, we will integrate numbers.
TANDBERG’s GST with the Cisco TAC organization to
create a unified global TelePresence support group with What if a current TANDBERG customer contacts Cisco
the ability to support all products across our combined to resolve an existing TANDBERG invoice or order
portfolios. The TAC integration requires several pre- issue?
requisites, such as database migration, staff cross  Cisco rep will contact the SAC-TV and the SAC-TV will
training, and phone system unification. Once a target reference its functional service contact names matrix .
integration date is fixed, it will be communicated both They will then forward the Cisco rep to the TANDBERG
internally and to the TANDBERG customer base. customer service contact. The converse is true as well.
Cisco Confidential
Sales Processes
Guiding principles
 Create simple and clear processes that
make it easy to do business with the
integrated organization
 Leverage existing processes as far as
possible
Topics
 Introduce control mechanisms as
required to ensure that TANDBERG is  Forecasting
compliant with Cisco Finance and  Quoting and Ordering
Accounting principles
 Deal Process and Approvals
 Joint Deal Process
 Joint Adv Service Deal
 Revenue Recognition
Cisco Confidential
Sales Processes
Forecasting
I am a TANDBERG Salesperson. Should I change how I How do you check on deals being worked and
forecast in FY10? current pipeline?
 You should continue to forecast in the same process with  Both Cisco and TANDBERG are using their own
the inclusion of the CTS product family and continue to instance Salesforce.com to manage pipeline.
forecast based on the TANDBERG 2nd quarter calendar -  These systems will not be integrated until at least
April to June). 6-9 months after the integration. TANDBERG will
continue to use their own instance of SFDC for
 TANDBERG will be providing the Collaboration Sales managing pipeline.
leadership with visibility into TANDBERG forecast.  For visibility into the Cisco TVSS pipeline
TANDBERG Sales Managers can refer to the Sales
Will the Cisco Sales Team be forecasting TANDBERG in Acceleration Center – TelePresence Video (SAC
their SFDC? TV) to identify the Cisco AM associated with the
 No, not at this time. account.
Cisco Confidential
Sales Processes
Quoting and Ordering
How will quote to ordering work for TANDBERG How will quoting and ordering work for Cisco
Offerings? Offerings?
 Between close of the acquisition and when TANDBERG  Cisco products can only be quoted, ordered and
Products are orderable on the Cisco System (est Q3 delivered via the Cisco legal entities and Cisco quote
FY11) you will continue to use the TANDBERG to cash process.
ordering process, i.e., no change from today.
How will Cisco products and services be fulfilled?

How will TANDBERG products and services be
 The order must be booked by Cisco; and Cisco’s
fulfilled?
systems and personnel will fulfill and service the
 No change from today. The order must be booked by contract.
TANDBERG; and TANDBERG’s systems and personnel
will fulfill and service the contract.
Who would TANDBERG check with if a customer is
looking for a product delivery update on a Cisco
Who would Cisco check with if their customer is product or service?
looking for a product delivery update on a
 Please work directly with your Cisco sales
TANDBERG product or service?
counterpart to look into the delivery status. He/she
 They have been advised to work directly with their will contact his/her operational contacts to assist you
TANDBERG sales counterpart to look into the delivery with your request.
status. You should contact your operational contacts to
assist you with their request.
Cisco Confidential
Sales Processes
Quoting and Ordering
We are still running TWO sets of business processes until Cisco Orderability
Sales Stage TANDBERG Solutions Cisco TP Solutions
Opportunity Identification Cisco and TANDBERG Cisco and TANDBERG

Forecasting TANDBERG &Cisco Cisco &TANDBERG
starting FY 11 starting FY 11
Quoting TANDBERG Cisco
Deal Desk TANDBERG Cisco
Ordering TANDBERG Cisco
Channel Parter TANDBERG Certified Cisco TP Certified
Partner Partner
Cisco Confidential
Sales Processes
Deal Process and Approvals
Will there be any changes to the deals approval process?
 In general, the Deal Approval Process which you are currently familiar with (using the CAPS tool) will remain the same.
However, for accounting reasons (see revenue recognition chapter), you should pay attention to the following:
 Avoid giving special discounts on services (any discount beyond the standard partner discount)! This becomes
even more important when we become part of Cisco
 Avoid providing special terms to deal since providing any special terms to the deal has revenue recognition
implications and corresponding sales compensation implications (if done without prior approval). These might require
Cisco approval on top of the current Finance approval we apply. Examples of special terms can be:
 Special Acceptance Terms
 Non-Standard Shipping terms
 Extended Payment terms - BEYOND APPROVED TERMS FOR PARTICULAR PARTNER
 Early or Partial Ship requested
 Non Standard or Extended Warranty
 Special SLA's
 Right Of Return (ROR)
 Loss/Negative margin on entire contract or on undelivered element
 Free elements included in the deal
 Bill and Hold Transaction
 Try & Buy
 All deals in which Cisco and TANDBERG products are negotiated together
will have to follow the Joint Deal Desk process described in the following pages.
The process is very similar to the one you follow today but you will have to
involve your Cisco counterpart so the deal can be recorded and approved on
Cisco systems. You will also have to highlight in SFDC that this is a Joint Deal
with Cisco and put the Cisco Deal ID (7 digits number) for cross reference:
Cisco Confidential
Sales Processes
We are still running TWO sets of business processes until Cisco Orderability
TANDBERG customer CANNOT Customer CAN buy both sets of

use TANDBERG discounts to buy products from a common partner
Cisco offerings
Cisco customer CANNOT use TANDBERG CAN engage Cisco

Cisco discounts to buy Capital to help with a deal
TANDBERG offerings
Customer CANNOT use 1 PO to

purchase Cisco and TANDBERG
products
Cisco Confidential
Sales Processes
TANDBERG only Deals
Done ―behind
the scene‖
Cisco Confidential
Sales Processes
Joint Deals
Send Deal ID
Cisco Confidential
Sales Processes
What about RFP requests? Will TANDBERG‘s pricing change?
 Generally TANDBERG will take the lead on its  No, The TANDBERG pricelist and TANDBERG
requests and Cisco will take the lead on Cisco only discounts will continue to apply to TANDBERG
requests. On bids and deals that require end to end products and services.
Cisco and TANDBERG products and services please
What special disclosure documents are needed to
follow the joint deal approval process. share roadmap information from TANDBERG with
Can I leverage Cisco Master Terms to speed up the Cisco Customers?
Contracting process?
 Account teams should use care with any Cisco
 In order to contract with customers for the sale of roadmap information and ensure that all appropriate
TANDBERG offerings a separate legal contract will Cisco NDAs are in place. In addition, any discussion
be required as TANDBERG business will continue to of roadmaps should be closely coordinated with the
flow through their existing buy-sell contracting entities Cisco Business Unit as they pertain to non-released
and not Cisco buy-sells. However in order to speed products.
the process up you can potentially leverage your
Customer's Cisco Ts and Cs as a base for the
TANDBERG sales agreement.
 Please contact the Sales Acceleration Center –
TelePresence Video (SAC TV) if you think you would
like to pursue this option with your customer.
Cisco Confidential
Sales Processes
Joint Advanced Service Deals
What is the deal process for Joint Advanced Services deals?
Service Scoped and Negotiate and

Identify Opportunity Deliver Service
Pricing Approved Order
• AS opportunity • Service scoped and • Deal presented to • AS team delivers
identified and qualified pricing validated customer services per SOW
Who: Cisco Sales Who: Cisco Video • Order booked on • Project Manager is
Account Team or Practice & separate SOWs/ POs assigned as SPOC for
TANDBERG Sales TANDBERG for Cisco and customer who
Professional Services TANDBERG coordinates
BDMs deliverables TANDBERG & Cisco
• Deal is analyzed and delivery
approved
Who: Cisco Finance
teams
Cisco Confidential
Sales Process
Joint Services BDM Deal Engagement Process
Cisco Confidential
Sales Processes
Revenue Recognition (Risk of Revenue Deferral)
There are rules around revenue recognition which, depending on specific sales activities or deal terms, can pose risks of
revenue deferrals. This section provides an introduction to what activities / deal terms pose revenue deferral risks.
What is Revenue Recognition and why should I care?

 In most cases you can continue following the normal TANDBERG guidelines! However, Cisco operates under different
accounting policies than TANDBERG and hence there are some deal-scenarios which you may need Finance help to
process (but we can still do the deals) . As we join Cisco it is important to comply with these standards as we otherwise
risk having to postpone parts of our revenue to later periods. While this is an accounting issue, the way we structure
deals has a lot of influence on revenue recognition so you should be aware of those and try to
minimize their impact. Please engage with your finance contact if you encounter these special deal terms – unapproved
terms can have sales compensation implications.
What are some of the reasons which might cause a deal to be subject to revenue deferral?
1. Special Terms like: 3. Credit risk
a) Special Acceptance Criteria 4. Excessive discounting for services
b) Most Favoured Nation (MFN) clauses 5. Loss/Negative margin on entire contract or on undelivered
c) Non-Standard Shipping terms element
d) Early or Partial Ship requested 6. Free elements included in the deal
e) Non Standard or Extended Warranty 7. Bill and Hold Transaction
f) Special SLA's 8. Try & Buy
g) Right Of Return (ROR) 9. Future Product Commitments
2. Extended Payment terms (beyond approved terms 10. A joint deal, including a joint response to RFP (TANDBERG
for the particular partner) and Cisco elements under a single negotiation process)
See Revenue Recognition FAQ under the sales playbook on the CAC website for details. If in doubt, please consult with
Finance.
Cisco Confidential
Sales Processes
Revenue Recognition (Risk of Revenue Deferral)
What happens if I need to offer ―special terms & discounts‖ or if a deal requires we do a ―joint deal‖?
 If you need to offer special terms & discounts or if you need to create a Joint deal you just need to notify Finance before
agreeing the deal and they will assist you in taking the necessary steps to manage ―revenue recognition‖ issues. This
process will still be fast and easy, but it does require Finance assistance. If possible it is preferable to try to structure
deals so that we avoid these extra steps.
How to structure deals to avoid creating ―joint sales‖ from a revenue recognition perspective:
Separate Negotiations The two deals are negotiated separately by two distinct teams.
Independent Pricing The negotiation of fees/discounts needs to be independent of each other. For example, a
customer should not get a large discount on one deal for the sake of closing the other deal.
Independent Payment Terms The payment terms of the two deals are independent. For example, payment for the other
Cisco product should not be contingent upon TANDBERG delivery or performance.
No Payment Dependencies The fee for one deal is not subject to refund if the other deal is not completed satisfactorily.
No Technological/Functional TANDBERG offerings and other Cisco products are not dependent upon one another in
Dependencies terms of design, technology or function.
As with current operations, all contracts (with partners or end users) need to be reviewed by Legal before they are signed.
When in doubt about potential revenue recognition implications, please consult with Bob Ricci for Americas
(bob.ricci@tandberg.com), Karen McNichol for EMEA (karen.mcnichol@tandberg.com), or Layyem Lee for APAC
(layyem.lee@tandberg.com) BEFORE agreeing on deal terms. Non-standard deal terms that are not PRE-approved could
have compensation deferral implications.
See Revenue Recognition FAQ for details under the sales playbook on the CAC website.
Cisco Confidential
Tools and Resources
Guiding principles
 Help TANDBERG people integrate into
Cisco
 Provide a fast and easy way to connect
Cisco and TANDBERG teams
Topics
 Enable the broader Cisco organization
to rapidly bring the TANDBERG  Sales Acceleration Center – TV
products to customers  GPS and CAC
 Find all of your field resources in one  Demos and Briefings
location
 Marketing and Branding
 Training
 Key Contacts
 Cisco Capital
 Key Cisco Acronyms
Back to Table of Contents  General Questions
Cisco Confidential
Tools and Resources
Sales Acceleration Center – TelePresence Video
What is the Sales Acceleration Center – TelePresence Video (SAC-TV)?
 Available on Day 1, the Sales Acceleration Center - TelePresence Video (SAC-TV) is a cross functional service center
designed to simplify and accelerate the engagement of the TANDBERG and Cisco Sales Teams. The SAC-TV enables
commerce by providing real time services (phone, WebACD, email, and Video) to help in the selling motions of the field,
scaling knowledge and expertise, leveraging Web 2.0, and supporting the Video Solutions Orderability processes.
Who is the SAC-TV target audience?

 SAC-TV is designed to provide a world-class selling experience for the Cisco and TANDBERG field teams (Sales,
Channels, and Sales Engineering)
What are the SAC-TV Service Offerings?
 Live Support
 Locate Your Cisco/TANDBERG Sales Counterpart
 Lead Passing
 Sales Issues and Escalations
 Information on: Demos, Services, Partners, Product Info,
Competitors and Tools
How can I access the SAC-TV?

By Phone= +1-408-902-4872
By Email = sactv-support@cisco.com
LiveChat!= listed on SAC-TV Website
Cisco Confidential
Tools and Resources
Global Platform for Sales (GPS)
and Cisco Acquisition Connection (CAC)
Where can I find all the latest information GPS
for the field?
Messaging Sales Sales
If you have Cisco intranet access the use the Positioning Resources Playbook
In the TANDBERG Sales Portfolio on GPS.
(Requires CEC Login)
SAC
TelePresence
If you do not have Cisco Intranet access please Video
use the Sales Section of CAC .
Channels Training Services

Both sites have:
 Customer Presentations
 Messaging and Positioning
 Starting customer conversations CAC
 At-A-Glance Sales Section
 Sales playbook
 Links to/contact info for the SAC-TV Messaging Sales Sales
Positioning Resources Playbook
 Training materials SAC
Channels Training Services TelePresence
 Channel and Service Information Video
 FAQs for Functional Groups
Cisco Confidential
Tools and Resources
Demos and Briefings
I have a customer who would like visit a Cisco What will happen to TANDBERG EBCs?
Executive Briefing Center or Customer Briefing  Demo capabilities are instrumental to the selling process.
Center, (EBC or CBC) and would like to get briefed on We are currently reviewing the Demo centers worldwide and
TANDBERG products and services and Cisco will provide a plan to replicate the briefing center capabilities
products and services. What is the process to get a at Cisco if the local TANDBERG field office will be moving to
resource or executive to help present to my an existing Cisco location. As well as supporting the Cisco
customer? EBC/CBC organization on building demonstration
 Requests for a briefing or speaker on Cisco or capabilities, the Telepresence Technology Group will operate
TANDBERG products at a Cisco location can be made a few Telepresence Solution Experience Labs (e.g. Oslo,
via Worldwide Briefing Program once you are fully London, Reston, San Jose) to show new products, custom
onboarded and have CEC access, experiences and advanced interoperability (incl. third party
competition). These centers will work as tool for the TVSS
 Until then please make the request via the following to help close qualified deals where you need capabilities
alias: tandberg-ebc-request@cisco.com beyond the Cisco EBC/CBCs.
 Once the request is qualified, you will be contacted by How do I arrange a demonstration to a customer or
someone from the team to provide more detailed arrange customer testing?
information about the customer meeting, objectives and  Until TANDBERG products are orderable from Cisco, they
duration. will not be incorporated into Cisco Demo Loan Program. In
this interim period, please use the normal TANDBERG
process, and please work with your Cisco counterpart to
take advantage of their loan programs and processes. To
find your appropriate Cisco contact please access the Sales
Acceleration Center – TelePresence Video (SAC TV)
Cisco Confidential
Tools and Resources
Marketing and Brand
What will happen to the TANDBERG® brand? What is changing and when?
 The TANDBERG brand will be transitioned to the  Beginning April 2010, you will begin to see the Cisco
Cisco brand, with completion planned for August endorsement mark in conjunction with the
2011. The Cisco brand team is currently developing TANDBERG logo on TANDBERG marketing and web
timelines for implementing the transition. In the short communications, business cards, and other
term, the endorsement mark ―TANDBERG is now communications.
part of Cisco‖ should be used in conjunction with the
How can I get more information about what‘s going
TANDBERG brand system to provide context for the
on?
relationship between Cisco and TANDBERG for
customers and partners.  As information becomes available, we will provide an
update on the Cisco Acquisition Connection site. You
need to register the first time that you visit the site. If
you do not see an answer to your question, you can
send email to BrandIntegration@cisco.com
Where can I go for collateral, messaging, and
Will the TANDBERG name go away entirely?
customer presentations?
 The Cisco brand team, in collaboration with the Cisco
 Marketing and product information is available in the
TelePresence Technology Group (TTG), and
TANDBERG Sales Portfolio located on the Cisco
TANDBERG leadership, will assess existing brand
Global Platform for Sales site.
equity, naming, portfolio, product, and service
alignment and will develop a strategy that meets the What Go-to-Market programs will there be?
needs of the business.
 Cisco has an existing set of TelePresence and
collaboration programs that will evolve to include the
TANDBERG products. TANDBERG has a set of
GTM programs that may be extended under Cisco.
Cisco Confidential
Tools and Resources
Marketing and Brand - What should you do immediately
Change my voicemail Change my email signature
 Beginning at the close of the acquisition employees  The endorsement phrase ―TANDBERG, now part of Cisco‖
are asked to change voicemail to include the should be added to your existing email signature. For
statement ―TANDBERG, is now part of Cisco‖ Here example:
are some examples:
James Mescall
Director of Corporate Communications
―Welcome to TANDBERG, now part of Cisco,
Phone: +1 703 272 2129
how may I help you?‖
Fax: +1 703 709 4231
Video: james.mescall@tandberg.com
―Hi you’ve reached [name/title] at TANDBERG, E-mail: james.mescall@tandberg.com
now part of Cisco, please leave a message…‖
TANDBERG, now part of Cisco
1860 Michael Faraday Dr.
Reston, VA 20191
Get the latest TANDBERG news by connecting with us

on Facebook and following us on Twitter.
Please consider the environment before printing this

message
Cisco Confidential
Tools and Resources
Marketing and Brand
What presentation template should I use? Can I still use my current templates for collateral?
 If you are a TANDBERG employee, please begin using the  You should continue to use your existing collateral
TANDBERG branded presentation template with the Cisco templates and add the endorsement mark to new and
endorsement lockup. Register and then download the reprinted collateral materials.
template from the Cisco Acquisition Connection site.
Can I still use my current materials for events?
 If you are a Cisco employee, you should use the Cisco
 Yes. Continue to use existing TANDBERG collateral
brand template.
for customer engagements and events.
Will all of our existing marketing collateral be rebranded
 It’s important to communicate your acquisition by Cisco
as Cisco? When and how will this transition happen?
at tradeshows while maintaining your own identity for
 We minimize costs to the business by using natural existing markets. During the initial integration phase,
business cycles whenever possible to update marketing use the endorsement mark on signage and event
collateral. During the initial phase of the integration with deliverables to make it clear that the company is now
Cisco, we simply add the Cisco endorsement mark to part of Cisco.
existing TANDBERG communications templates. Continue
Can I still use the TANDBERG library of images in
to use your existing identity system and incorporate the
my communications?
Cisco endorsement mark into any new or revised
materials.  Yes, during the initial integration phase. If you have
questions, contact brandintegration@tandberg.com .
 During the three months following the close, we will
conduct global brand research to gain critical market Can I still use the TANDBERG library of videos in my
insights about the TANDBERG brand. Findings from this communications?
research will inform the plan and timeline for transitioning
fully to the Cisco brand and visual identity. We expect to  Yes, continue to use your library of videos during the
complete the transition by August 2011. initial integration phase. If you have questions, contact
brandintegration@tandberg.com .
Cisco Confidential
Tools and Resources
Marketing and Brand
Will materials for all newly-created joint TANDBERG- How to obtain the Cisco endorsement mark?
Cisco product offerings follow a new process for
creation and approvals?  You can obtain the Cisco endorsement mark and
guidance for its use on TANDBERG communications
 Yes, collateral for new joint offerings will follow the Cisco by registering and then downloading from the Cisco
collateral process and brand guidelines. Please review the Acquisition Connection site.
Brand Collateral Guidelines which you can download from
the Cisco Acquisition Connection site.  If you have questions on its use in TANDBERG
communications, please e-mail
brandintegration@cisco.com.
Where should I go to get brand approval for any
external campaigns, Eloqua emails, promotion sheets
etc.? When can I order Cisco business cards?
 All customer and partner communications will need to be  New business cards with the Cisco endorsement mark
reviewed by the joint Cisco/TANDBERG Solutions are immediately available to TANDBERG executives
Marketing team and Sales to ensure consistent and sales leadership. For the majority of the Sales
messaging. Force, please continue to use your existing supply of
business cards and order new cards when necessary.
 You can contact the brand team at
brandintegration@tandberg.com to get brand approval on
external campaigns, Eloqua communications, and
promotion sheets.
Cisco Confidential
Tools and Resources
Training
What training is available for the TANDBERG sales force? Go to the Training Section on the Cisco Acquisition
Connection for details:
Cisco TelePresence Overview: Cisco TelePresence WebEx Engage
 16 minutes (1 module) Video on Demand – 29 March  12 minutes (3 modules) Video on Demand – 29 March
2010 2010
Cisco Unified Communications Manager (CUCM): Cisco TelePresence Recording Server (CTRS):
 37 minutes (4 modules) Video on Demand – 29 March  17 minutes (4 modules) Video on Demand – 29 March
2010 2010
Cisco TelePresence Manager (CTS-Manager): Cisco TelePresence Network Design:

 36 minutes (3 modules) Video on Demand – 29 March  30 minute Video on Demand (waiting production,
2010 available day-1)
Cisco TelePresence Multipoint Switch (CTMS): Cisco TelePresence Room Design:

 49 minute (4 modules) Video on Demand – 29 March  89 minutes (2 modules) Video on Demand – 29 March
2010 2010
Cisco TelePresence Interoperability:

 30 minute Video on Demand (in post production)
Cisco Confidential
Tools and Resources
Training
What training is available for the TANDBERG sales force? Go to the Training Section on the Cisco Acquisition
Connection for details:
Business Decision Maker – Customer Presentation Cisco TelePresence ‗Grad School‘
 Delivery of the customer presentation with the combined  Lessons on Cisco TelePresence prospecting, qualifying
TANDBERG and Cisco business architecture to highlight leads, understanding lines of business, and sharing
key points that address customer ―care abouts‖ successful use cases. Includes Services, Partners,
 45 minute Video on Demand Marketing, and Sales presentations
 8 hours Virtual Training scheduled in 2 half day sessions
Technical Decision Maker – Customer Presentation
 Delivery of the customer presentation with the combined Cisco TelePresence Technical Overview
TANDBERG and Cisco technical architecture to highlight  Meet with TTG Engineers & Product Marketing managers
key points that address customer ―care abouts‖ who will provide technical details of Cisco TelePresence
 60 minute Video on Demand  2 days Classroom Training
Cisco Networking 101

 Use the OSI Reference model as the guide to
understanding the Network and the impact of video
 2 hour Virtual Classroom Session
Cisco Confidential
Tools and Resources
Training
QuickStart for Cisco TelePresence (Update Project Cisco TelePresence Solutions Specialist (642-185 ITS
Started – June 2010 Release) proctored exam)
 Cisco TelePresence; how to position and sell, best  Certification specialization focuses on planning, design,
practices, competitive strategies, and services implementation (PDI) and maintenance of Cisco
 1 hour e-learning (available day-1) TelePresence deployments
 Sales Specialists, System (Sales) Engineer  Valid CCNA certification is required; CVOICE, QoS,
CIPT1, and CIPT2 are highly recommended.
QuickStart for Collaboration 2010 Solutions  Physical Installation of Cisco TelePresence (2-Day ILT);
 Collaboration 2010 solutions; how to position and sell, Implementing Cisco TelePresence Solutions (5-day ILT)
best practices, competitive strategies, and new services  Video/Voice specialist; Pre/Post Sales Networking or
and pricing models. System Engineer
 1.5 hour e-learning (available May 2010)
 Sales Specialists, System (Sales) Engineer
QuickStart for Collaboration Architecture

 How to position the Cisco Collaboration Architecture at an
account manager/generalist systems engineer level. This
supports the ACCE vision workshop and includes
differentiators that set Cisco apart from the competition,
how to sell to key stakeholders, and what they need to do
to position/sell the collaboration architecture vision in
response to customer initiatives and business challenges
 1 hour e-learning (available early April)
 System (Sales) Engineer
Cisco Confidential
Tools and Resources
Training - Services
What Service training is available and where can I find it? CAC and SAC-TV
Content for TANDBERG CAC GPS SAC TV

Cisco Services Overview (PPT) 
Cisco TelePresence Services Overview (PPT) 
Cisco TelePresence Advanced Services (VOD) 
Cisco Advanced Services Overview (PPT) 
Cisco TelePresence VSAA Network Path Assessment (VOD) 
Cisco Advanced Services PDI (VSAA) Overview (PPT) 
Cisco Advanced Services for TelePresence (Data Sheet)  
Cisco Technical Services for TelePresence (Data Sheet)  
Cisco TelePresence Services Overview (Data Sheet)  
Cisco Confidential
Tools and Resources
Training
Where can I get the most up-to-date information on the What training is available for the Service Organization?
Cisco products, sales and marketing tools, and  Links for Services Training can be found on the CAC
training? web site.
 Cisco Acquisition Connection (CAC) Training Section
 Sales Acceleration Center – TelePresence Video (SAC TV) Who can provide additional direction on training?
 Sales Rack: Requires CEC Login  It is best to talk with your manager about training
 TelePresence Technology Group: Requires CEC Login requirements or your theater training business
engagement manager, but the following individuals can
What training do I need to complete immediately and also assist you.
what training can wait?
 It is best to talk with your manager about training TANDBERG –
requirements, but the following guidance is provided: Patricia Stang patricia.stang@tandberg.com
1. Go to the CAC website and click on the training Cisco –
folder Matt O’Donoghue modonogh@cisco.com
2. Select Video on Demand for immediate learning on
topic of choice
3. Identify and click on the registration link for ILT or
virtual training
Cisco Confidential
Tools and Resources
Key Contacts
Who can I contact if I have questions?
 We created a list of key contacts within both Cisco and TANDBERG

 These contacts are mapped down to the local level to better facilitate
collaboration
 See Key Contact Sheet under the sales playbook on the CAC website.
Cisco Confidential
Tools and Resources
Cisco Capital
What is Cisco Capital?
Cisco Capital is a world-class financial services organization specializing in financing networking and communications
solutions by providing innovative, flexible financial programs to Cisco customers and channel partners worldwide.
Partner Portal  Why Financing?  Quoting Tools

 Partner Programs  Reference Guide
www.cisco.com/go/growit
 End User Offers  Best Practices
 Three-year, 0% Financing (US only)  4.25% Low-rate Multi-year Services

US-C Offers and Partner  Interest Free Financing (Canada  Rates as low as 0% (A2C)
Programs only)  0% UC and TP Progress Payments
 No Payment or Interest for 3 months
 Financial Architecture
 Cisco Capital VoDs
Training  Interactive eLearning
 Other training (public sector, operations, risk management)
 Click to Chat
Contact  Cisco Capital contact Mapping
 1 866-CISCO-80
Cisco Confidential
Tools and Resources
Key Cisco Sales Acronyms
Acronym Cisco Definition Common Business Definition
AM Account Manager Cisco sales role that is responsible for all Cisco product sold to a specific account or territory
AS Advanced Services Professional Services (at Cisco reports into Cisco Services)
The ATP Program is a global channels program, but recognizes that each theater has unique
Authorized Technology market characteristics that impact the timing and implementation of these advanced/emerging
ATP Partner technologies.
Business Development This is a title at Cisco that is used in a variety of ways. There are Sales BDMs in quota bearing
BDM Manager roles in sales. Most other BDMs are not quota bearing
This is the former acronym for Customer Service: break-fix and advanced services, it is still
CA Customer Advocacy widely used.
Cisco Acquisition An password protected site external to the Cisco intranet to communicate key information to
CAC Connection acquired employees
These are locations where Cisco has equipment, demos, speaker rooms to support customer
CBC Cisco Briefing Center interactions
Chief Development
CDO Organization This is the term that is used for the Engineering and Development part of Cisco
Cisco Employee
CEC Connection This is Cisco’s intranet website.
Central Marketing
CMO Organization Cisco's Marketing Organization
CSE Cisco Sales Expert Cisco's certification for account managers, looking across Cisco's entire portfolio.
Consulting System
CSE Engineers Role within the Cisco Systems Engineering Hierarchy
CSM Cisco Security Manager This is a Cisco security product
The Cisco TelePresence Multipoint Switch (CTMS) is an integral part of the TelePresence
solution which efficiently manages multiple conferences, provides an optimal switching
Cisco Telepresence experience and processes all of the video and audio packets optimally from and to the Cisco
CTMS Multipoint Switch TelePresence endpoints.
Cisco Confidential
Tools and Resources
Cisco Telepresence The Cisco TelePresence Recording Studio makes it possible to record and share videos
CTRS Recording Studio using TelePresence.
CTS Cisco Telepresence Systems Cisco Immersive TelePresence Product line
CUCM Cisco Unity Call Manager This is a Cisco Collaboration offering
Customer Value Chain CVCM is part of the Operations, Processes and Systems (OPS) group. Key functions
CVCM Management include Customer Service which manages the ordering process and supply chain.
The Cisco Digital Media Suite is a comprehensive offering of social video, digital signage,
and IPTV systems that helps transform how organizations learn, grow, communicate, and
DMS Digital Media Systems collaborate
Cisco has 2 Executive Briefing Centers, in San Jose, California and London, England.
EBC Executive Briefing Center These sites have equipment, demonstrations, meeting rooms
This is one of Cisco's 9 theatres, the countries in this theatre are based more on their stage
EM Emerging Markets of Network Development than a geographic area.
Cisco’s Software system for managing all business transactions. Cisco uses a system from
ERP Enterprise Resource Planning Oracle.
Fair Value – The value associated to each element in a Multi element deal as calculated by
Corporate Revenue under US GAAP rules. Revenue is allocated to each element in a MEA
based on its fair value and therefore revenue adjustments may be made if discounts given
FV Fair Value are outside of the fair value ranges identified by Corporate Revenue.
FY11 Fiscal Year 11 Cisco's fiscal 2011 will begin on August 1, 2010 and end July 31, 2011
This Theatre’s gowl is to Deliver the next generation experience for clients, partners and
GET Global Enterprise Theater Cisco with a focus on Cisco’s Global 3.0 accounts.
GPL Global Price List This is the central pricelist for Cisco’s products.
GPS is the one-stop-shop for virtually everything that the global sales force needs to get
their day-to-day job done. It is the next generation workspace for Sales to access news,
GPS Global Platform for Sales selling motions and collaboration activities
Cisco Confidential
Tools and Resources
Global Sales Sales operations at Cisco is a WW organization that support the field with: tools, processes,
GSO Operations compensation set ups and sales enablement.
Global Sales Global sales meeting virtual last year branded as GSX – the Cisco Global Sales Experience. This
GSX Experience will be held the last week in August 2010.
GTM Go To Market The routes and approaches to selling products and services
The Cisco Internet Business Solutions Group (IBSG), the global strategic consulting arm of Cisco,
helps CXOs and public sector leaders to transform their organizations—first by designing innovative
Internet Business business processes, and then by integrating advanced technologies into visionary roadmaps that
IBSG Solutions Group address key CXO concerns
ILT Instructional Training Cisco Instructional Training team
KAM Key Account Manager Role within the Cisco Sales Hierarchy
MEA Middle East & Africa Region within Cisco's Emerging Market Theater
This refers to an agreement providing one company with a guarantee of the lowest possible price.
MFN Most Favored Nation Cisco does not use these types of clauses in its agreements
Non Disclosure An agreement that is signed agreeing not to disclose what is learned. TANDBERG and Cisco both
NDA Agreement have these and have guidelines on when to use them and how and when to sign them if asked.
OLT On-Line Training Cisco On-Line training tool (COLT)
Product Security The Cisco Product Security Incident Response Team (PSIRT) is a dedicated, global team that
Incident Response manages the receipt, investigation, and public reporting of security vulnerability information that is
PSRIT Team related to Cisco products and networks.
Product Sales This is a key sales role in Cisco and refers to sales personnel who are focused on one or more
PSS Specialist product lines as opposed to a person who sells all products to a specific account.
This is a bidding process run by companies and governments to get proposals for projects. Both
RFP Request for Proposal Cisco and TANDBERG have RFP teams and they will work together post close as appropriate.
ROR Rate of Return This is a term that refers to the return on investment for a given expenditure.
Sales Acceleration The Sales Acceleration Center (SAC) is a cross functional service center designed to simplify and
SAC Center Back
accelerate the global to Table
adoption ofkey
of our Contents
architectural plays.
Cisco Confidential
Tools and Resources
SFDC Sales Force.Com Cisco's tool for Lead/Opportunity Management
This is an agreement to meet a certain service level. For example all service calls will be
answered within 24 hours. Usually used in the context of service it is also used at Cisco
SLA Service Level Agreement referring to agreements between groups for specific agreements.
A person with depth of knowledge and expertise for any functional organization or products or
SME Subject Matter Expert solution
SOX Sarbanes-Oxley A U.S. law that dictated accounting rules that implement levels of control and transparency
This is a very key segment for Cisco. Cisco’s vision for this market is to be the trusted and
preferred business and technology partner for our service provider customers’ transformation to
experience providers. Cisco’s strategy is to deliver innovative, profitable services that combine
strengths in video, mobility and cloud / managed services and achieve scale on our IP NGN
SP Service Provider infrastructure.
Technical Assistance Cisco Internal and External support Technical Assistance Center—you can get help for your
TAC Center technical support needs here by calling or by submitting an on line request.
The TSN is a global network of Systems Engineers offering pre-sales technical services to
Technology Solutions Cisco's sales organization via Web 2.0 tools and processes. Their goal is to virtually and
TSN Network collaboratively support account teams by supplementing SE technical sales activities.
Telepresence Technology Cisco TelePresence Group for TelePresence Systems (TSBU), and TelePresence Exchange
TTG Group business unit (TXBU).
Telepresence Video Sales
TVSS Specialist The new designation for TANDBERG and Cisco Sales Specialist for Video and Telepresence
Telepresence Exchange
TXBU Business Unit Business unit within Cisco TelePresence group
From screen-based video communication systems to products that transform and enhance
VC Video Conferencing customer’s existing communication environments.
VOD Video on Demand A prerecordedBack
Videoto
that can be
Table of replayed,
Contentsover the web, at the viewers convenience
This is Cisco's methodology for articulating their major strategies. Most organizations and major
VSE Cisco Confidential
Vision,Strategy,Execution projects have a "VSE"
Tools and Resources
General Questions
Where do I go for HR, Benefits, Stock, IT, questions?
Cisco Acquisition Connection (CAC )
What Cisco office can I go to? How do I get in?

As soon as your are on-boarded to Cisco and receive your badge you will be able to access any Cisco office. If you want access
prior to that time you will need to have a host and be issued a guest badge at that site.
Should I plan to work at a Cisco office or if I work from home may I continue?
Certainly there would be some benefit to coming into a Cisco office to get to know the other personnel and you would also have
people around you who could answer questions and acquaint you with Cisco. That said Cisco has a wide variety of work options
from in office to remote. Those options will be reviewed with you and your local management teams.
What do I do if I get a call from the Press about the Acquisition or the Integration?
Our teams have worked very hard on the messaging for this acquisition and we want to be sure that that messaging is delivered in a
clear and consistent way, Therefore, if you should receive a call from the press you should not answer it. You should provide the
caller with the name our Cisco press lead Kristin Carvel or the TANDBERG press lead Jeannie McPherson.
Where can I find a list of the countries that fall within the Cisco theatres?
See a list of the countries within Cisco Theatres under the sales playbook on the CAC website.
Cisco Confidential
Customers and Partners
Guiding Principles
 Cisco and TANDBERG share a
common culture when it comes to the
importance of our customers and
partners.
 We want to provide a Customer
experience that offers a rich video
collaboration architecture that creates
business value and a seamless Topics
engagement experience with Cisco and
its partner ecosystem  Customer FAQ
 Partner FAQ
 We want to provide a Partner
experience that creates a compelling,  NOTE: FAQs can be found under the
profitable opportunity to offer an end-to- sales playbook on the CAC website.
end video collaboration architecture
solution and an easy way of doing
business with Cisco
Cisco Confidential

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TANDBERG SALES PLAYBOOK

Cisco Confidential April 15, 2010

Organization ―‖How do Cisco and TANDBERG work together?‖

Compensation ―How does compensation change when we enter Cisco‖

Channels ―What happens to our partners and what do I tell them?‖

Customers & Partners ―How do I answer

Introduction Market Overview Sales Processes

 How to use this Playbook  Collaboration  Forecasting

 What to Expect in the First 60 days  TelePresence/Video  Quoting and Ordering

 Key Planning Milestones  Targeted Quick Wins  Deal Process and

 Cisco Fiscal Calendar  Competitors Approval

 Cisco Overview  Revenue Recognition

 Organization  Demos and Briefings

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Day 60 Customer/Partner Open House Support these local events

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August 1, 2010—Day 1 FY11

**FY 11 Fiscal Calendar should be available by late April

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NOTE: TVSS = TelePresence Video Sales Specialist

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Sales Stage TANDBERG Cisco TP Solutions

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Does the FY10 Cisco sales credit approach align with

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Cisco Collaboration Market Overview

New Collaboration Experiences With Cisco TelePresence

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Leverage Cisco Commercial Significant

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How do I get more info on competitive situations?

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How will TANDBERG and Cisco equipment work

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Customer type General guidance

Existing CTS customer Continue CTS

Greenfield customer •Position full immersive portfolio and offer choice

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