Services Guide

Selling Professional Services

This document is Cisco Confidential. For Cisco Internal and Reseller use only. Do not distribute.

Topic Snapshot
How to Use This Guide
This document can help Cisco partners1, particularly owners, managers, and sales teams, learn how Cisco Professional Services, formerly referred to as Cisco Advanced Services, can help evolve their professional services practice. We will discuss the role of Cisco Professional Services and describe the portfolio of services offerings. We will help you identify how to best use these offerings to support and achieve your business goals while bolstering your own services offerings.

Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 What You Need to Know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 What You Can Sell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Cisco Branded Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Cisco Collaborative Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Strategies for Successful Selling. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Important Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

The Cisco Services Accelerate Program

This services guide is part of the Cisco Services Accelerate Program, which is a training and incentive 2 program for eligible Cisco channel partners and is available worldwide. The program is designed to help you and your teams sell Cisco Services more effectively and grow your business.

The term partner does not imply or signify a legal partnership relationship between Cisco and the Cisco reseller or other party. Incentives not available in all regions.

2011 Cisco Systems, Inc. All rights reserved.

This document is Cisco Confidential. For Cisco Internal and Reseller use only. Do not distribute.

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Executive Summary
Cisco is evolving our business to a more collaborative model that puts our partners at the center of the customer relationship. We are developing new offerings that provide the skill sets, engineering, and intellectual property to back you up where and when you need it. This services guide explores the benefits of offering professional services to help your customers realize the full potential of their IT investments. Embracing professional services as an integral part of a services practice will help you reinvent your business model and place you in a stronger position to sell architectural solutions to your customers. Taking an architectural approach enhances your relationship with the customer, provides new sales opportunities, and increases profitability.

2011 Cisco Systems, Inc. All rights reserved.

This document is Cisco Confidential. For Cisco Internal and Reseller use only. Do not distribute.

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What You Need to Know

Value of Leading with Professional Services
Cisco Professional Services, formerly referred to as Cisco Advanced Services, help customers optimize their network investment and speed migration of advanced technologies. By leveraging Ciscos networking expertise, customers can better optimize IT services, integrate new technologies into their core infrastructure, manage change, and continually enhance network performance, availability, andsecurity. For partners, selling professional services extends your customer interaction beyond a product sales relationship. With professional services, you can provide comprehensive, strategic and innovative solutions which can position you to play a greater role in your customers success. Selling services offers the opportunity for partners to earn higher margins, generating a recurring revenue stream through the sale of services renewals. A typical service gross margin for a Cisco partner running a successful services business is 18 to 25 percent 3 an attractive alternative compared to product margins that can be as low as one percent. With more than 80% of Ciscos annual product and services revenue flowing through our partners, services represent a significant growth opportunity. Additionally, of this $41B services market opportunity, Cisco Services currently participates in less than 20% of the marketcreating an enormous opportunity for our partners. We expect partners to generate 5-10 times the services revenue of Cisco. Selling services can help you extend, grow, and transform your business, providing you with the opportunity for higher gross and net margin dollars as well as predictable recurring revenue. Cisco partners are in an excellent position to support customer business issues and help solve their challenges. Cisco partners serve as trusted advisors to their customers, guiding them towards solutions that best address their needs throughout the network lifecycle. Cisco helps you build a robust service practice, strengthen the services you sell and add depth and breadth to your service portfolio. Cisco offers a variety of programs and partner enablement resources that enable you to sell and deliver services. With little or no investment in support infrastructure, you have the opportunity to offer your customers direct access to Cisco expertise and proactive resources that keep their business up and running.

Source: National Association of Computer Consultant Businesses (NACCB) 2009 Operating Practices Report

2011 Cisco Systems, Inc. All rights reserved.

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What You Need to Know (continued)

Cisco Lifecycle Services Approach
The Cisco Lifecycle approach to services defines the requisite activities at each phase of the network lifecycle to help ensure service excellence. The Cisco Lifecycle Services approach (Figure 1), along with supporting methodologies and training, provides you with opportunities to increase your profitability by helping you to improve your skills, enhance your own portfolio, and expand your services practice. Our Plan capabilities help you plan and design technology solutions that allow you to respond to new opportunities including upgrades, business expansion, or mergers. Specific plan services capabilities include: Business and Architecture Strategy Alignment, Architecture Planning and Design, Architecture and Technology Assessment, Facilities Planning and Design, Architecture Security, and Architecture Design Validation. Our Build capabilities help you to you successfully transition to your architectural solution. Specific build services capabilities include: Architecture and Deployment, Migration, and Integration. Our Run capabilities help you meet operational requirements and optimize your IT infrastructure to help assure that you continue to get the most out of your investment as your business evolves. Specific run capabilities include: Product and Solution Support, Network Performance Analytics, Network Peer and Industry Benchmarking, Architecture Operations Assessments, Architecture Optimization, and Remote Monitoring, Diagnostics and Alerts.

We knew that if we didnt use Ciscos network planning and design services at the beginning, wed pay for it in the end.
Manager of Systems and Networks, Health Care Provider

Figure 1. The Cisco Lifecycle Approach

Plan Prepare Plan Design

Build Implement Operate

Run Optimize

2011 Cisco Systems, Inc. All rights reserved.

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What You Can Sell

The Cisco Professional Services Portfolio
Cisco Professional Services help businesses in the prepare, plan, design, implement, and optimize stages of the lifecycle (Figure 1). By engaging with Cisco Professional Services in these stages, you can be front-and-center as your customers transform their businesses.
The availability of Cisco Services for resale is dependent on geographic region, the terms of your contract with Cisco, and whether you purchase directly from Cisco or through a Cisco Authorized Distributor. If you have a direct relationship with Cisco and have questions about what services you can resell, please contact your Cisco channel account manager. If you purchase through a distributor and have questions about what services are available for you to resell, please contact your distributor.

The Cisco Professional Services portfolio is comprehensive, and services can be customized to meet the needs of your customers based on their specific business objectives. Cisco can work with you to determine the specific services that address customer requirements. Figure 2 shows a range of Cisco Professional Services capabilities that are available. These capabilities are representative and not all-inclusive, but they will give you an idea of the range of the offerings. You can position yourself as a trusted advisor by working with Cisco to determine the specific services necessary to address your customers requirements. In the top band in Figure 2 are services capabilities that are typically associated with new opportunities, such as upgrades, business expansion or merger. These capabilities address the critical alignment, justification and planning phases of a project.

Figure 2. Cisco Professional Services Capabilities

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What You Can Sell (continued)

The middle row in Figure 2 represents the design and implementation capabilities that can help you successfully transition to new opportunities. The bottom row of capabilities in Figure 2 help meet operational requirements and optimize network performance; they include performance tuning, education, IT process improvement and software support. They help customers receive maximum value from their IT investments as they plan for future business needs. Service. A complete list of the Cisco Professional Services available for resell at listed on this link: http://www.cisco.com/ web/about/doing_business/legal/service_descriptions/index. html#~2 Cisco Collaborative Services Cisco Collaborative Services helps specialized partners build or add to their professional services practices. Since this sales guide focuses on selling professional services, were concerned with one specific Cisco Collaborative Service, called Collaborative Professional Services. Collaborative Professional Services gives you the ability to take existing Cisco Professional Services and add personalized solutions for your customers. Collaborative Professional Services is designed for partners who have in-house services expertise, but may need to call on Cisco for additional support in specific areas. It takes Cisco intellectual capital, expertise, infrastructure, and services, and combines these with your own services, expertise, and capabilities. By selling tailored offerings, you create opportunities to reach new customers, and you also get new ways to engage with existing customers. Partner benefits include: Reduce capital investments required to grow a professional services practice Effectively scale professional services to meet customer demand Increase customer loyalty with real-time network intelligence that provides proactive problem resolution with greater consistency and accuracy Gain a competitive edge in penetrating new and existing accounts

Partner Go-To-Market
Cisco offers two sales approaches for our partners. The first is Cisco Branded Services, where partners take existing Cisco Professional Services delivered by Ciscos Advanced Services practice and resell themwithout changing the service. The second is Cisco Collaborative Services, where Cisco shares its service offerings and intellectual capital with partners, and you customize them and sell directly to the customer. Cisco Branded Services Cisco Branded Services are sold by partners and delivered by Cisco experts who have extensive networking, business and technology experience in large networks. You take an existing Cisco service and resell it. Cisco Branded Services enables you to provide your customers with support services without having to make significant investments in developing and operating your own support infrastructures. Any resale Channel partner can resell Cisco Branded Services. There are some limitations in the following areas: if the services are related to technologies covered by an ATP, for example Cisco TelePresence, and for Tier 2 partners reselling SOWbased Cisco Professional Services or the Network Optimization

2011 Cisco Systems, Inc. All rights reserved.

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What You Can Sell (continued)

Collaborative Professional Services is the first collaborative service portfolio that is sold to partners to support their professional and managed service practices. It was designed for organizations with 250-5000 employees or connected users including markets such as midmarket, small enterprise, local government and education. Collaborative Professional Services are not available to all partners. Only partners who are specialized in the technology they are ordering can purchase Collaborative Professional Services. Cisco may require ATP or other specializations as a pre-requisite in addition to partner certification in order to meet the requirement for purchasing certain Collaborative Professional Services offerings.

Table 1. Cisco Collaborative Professional Services Portfolio

Borderless Networks Routing and Switching

Routing &Switching Assessment Routing &Switching Assessment Multipack Multi-Day Router &LAN Switch Audit

Collaboration WLAN
WLAN Planning &Design Guidance WLAN Planning &Design Development WLAN Voice Planning &Design Guidance WLAN Voice Planning &Design Development

Data Center Data Center

DC WAAS Planning &Design Guidance DC WAAS Planning &Design Development DC Nexus Planning &Design Guidance DC Nexus Planning &Design Development DC ACE Planning &Design Guidance DC ACE Planning &Design Development UC on UCS Planning &Design Guidance UC on UCS Planning &Design Development Practice Foundation Management

Security
Security Mgmt Planning &Design Guidance Security Mgmt Planning &Design Development Unified Security Planning &Design Guidance Unified Security Planning &Design Development End Point Security Planning &Design Guidance End Point Security Planning &Design Development Network Device Security Assessment

Unified Communications
UC Planning &Design Guidance UC Planning &Design Development Unified-Contact Center Express Planning & Design Guidance Unified-Contact Center Express Planning & Design Development Unified Communications Call Mgr Assessment Unified Communications Unity Assessment Unified Contact Center Assessment UC on UCS Planning &Design Guidance UC on UCS Planning &Design Development CPS Network Readiness Assessment

Video/TelePresence
Video SLA Assessment TelePresence Planning &Design Guidance TelePresence Planning &Design Development

Virtualization
UCS Planning &Design Guidance UCS Planning &Design Development UCS Program Manager Accelerator UCS Partner Practice Lab Demonstration Accelerator UCS Technical Consulting Accelerator

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Strategies for Successful Selling

Promote Ciscos Three Architectures
Customers no longer buy technology, they seek solutions to business problems. Cisco partners who can help their customers meet their evolving business needs are in an excellent position to uncover new opportunities for sales of Cisco product and services. However, this approach requires a transformation of your own business model. Although there is plenty of competition at the product level, few vendors can help solve customer problems at the system level. Cisco has developed an architectural approach that lets you address your customers needs in a more holistic way. Ciscos architectural approach enables you to directly link the network to your customers business and organizational performance. It also gives you the power to predict and improve IT services quality. Cisco Services enable you to take the architecture vision and scale it into your customer engagements. An architectural approach: Engages customer executives in trusted relationships with you Enables you to provide increased customer value Helps you to better understand customers business goals Lets you partner with Cisco to provide solutions that use Cisco technologies Improves or extends your capabilities Cisco has identified three network-centric architectures that are essential to the evolution of the network: Borderless Networks: A Cisco next-generation architecture that delivers the new workspace experience, connecting anyone, anywhere, using any device, to any resource securely, reliably, transparently Collaboration: A portfolio of solutions to enable collaboration within the company and around the world Data Center: A cohesive system uniting the network and virtualized computing resources Both Cisco Branded Services and Cisco Professional Services support all three architectures. They automatically give you an Architectural-based services portfolio that you can sell to customers. By giving you the framework to deliver architecture-based solutions to customers, were helping to change your relationship with your customer, making you more of a consultant. The result is a deeper relationship, more opportunities to sell, and bigger margins. A complete list of the services by Architecture can be found at the following websites: Services for Borderless Networks www.cisco.com/en/US/partner/products/ps10716/ serv_group_home.html Services for Data Center www.cisco.com/en/US/partner/products/ps10364/serv_group_ home.html Services for Collaboration www.cisco.com/en/US/partner/products/ps11250/ serv_group_home.html

2011 Cisco Systems, Inc. All rights reserved.

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Strategies for Successful Selling (continued)

Lead with Professional Services
By leading with a professional services engagement, you can help your customers identify their challenges and opportunities and design and implement a solutions architecture that addresses those needs. Offering these services early in the sales cycle helps you learn important information about the customer that informs the entire sales process and enhances your ability to generate incremental revenue from implementation services, hardware and software sales, and support solutions. The seeds of success for a customer engagement are planted in the planning and design phases. A deep bench of experienced staff participating in these critical phases can differentiate your company and provide credibility for your approach. Cisco has a flexible go-to-market strategy that lets partners offer their own brand of professional services. Partners can also use Cisco intellectual property to build or expand a professional services practice. Partners who do not have plans to build their own professional services practice can either work with Cisco orresell Cisco Professional Services.
Focus selling activities on securing consulting engagements that will ultimately promote sales of all product and follow-on services.

Cisco partners can benefit from Cisco Professional Services to expand their professional services portfolio. In addition, partners can take advantage of the Cisco Lifecycle Services approach and the tools and templates available through Cisco Steps to Success to expand their professional services.

2011 Cisco Systems, Inc. All rights reserved.

This document is Cisco Confidential. For Cisco Internal and Reseller use only. Do not distribute.

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Action Plan
How Can You Evolve Your Professional Services Practice?
It is clear that Cisco Professional Services will have an immediate effect on your business, here are steps you can take today to help you get started: Tap Cisco experts: We are here to help you help your customers align business and technology by offering industry consulting and senior technology skill through our Cisco Professional Services offerings. Tap Cisco experts in vertical industries, enterprise architects, business analyst experts, and project managers. Our resources are highly skilled Cisco IT architects, former CTOs or CIOs of large organizations, and experienced senior consultants who can help you reach out to both IT and business decision makers. Invest in training: Cisco is ready to help you and your sales staff understand not only the benefits of our Cisco Professional Services offering, but also how to effectively sell solutions. Search for Cisco Professional Services topics in the Cisco Services Accelerate Program. The Cisco Accelerate Program offers important Cisco Professional Services training for owners, managers, and sales staff. Access critical resources: Visit the Cisco Advanced Services website to learn about all of the available offerings. Take advantage of partner resources designed to help evolve your services practice: Partner Practice Builder offers a proven, simplified approach to building a Cisco solution-based practice, whether by building a new practice area from start to finish or by improving a current practice. This consistent, repeatable process will enhance productivity by minimizing trial and error, thereby helping you build
2011 Cisco Systems, Inc. All rights reserved.

profitability and repeat business more quickly. Instilling repeatable business processes will enable you to better serve existing customers, enter new markets, offer new services, and improve customer satisfaction. Steps to Success is a business-building platform that provides a step-by-step engagement model to grow your capabilities for selling, delivering, and supporting Cisco Advanced Technology business solutions throughout the network lifecycle. Steps to Success provide project methodologies and associated resources that help improve time to competency, productivity, and profitability by promoting consistency and repeatability across the customer engagement. Leading Practices for Partners and Services Practice Templates, available on the Steps to Success website, are designed for Cisco partners who want to build, grow, or expand their services business. As a Cisco partner, you can immediately use these resources on any project to enhance your delivery capabilities and reduce your time to market. Leading Practices for Partners provide a how-to approach and include executable action plans across the areas of technology practices, sales/marketing, services delivery, and support services. Services Practice Templates are a mixture of checklists, guides, and other field-proven documents that assist in the implementation of these Leading Practices for Partners. Cisco Services for Partner website: Cisco offers services resources that can help partners build and grow a services practice, increase revenue potential and profitability, learn about options for selling Cisco Services, and learn about a wide range of tools and resources.

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Important Links
Cisco Partner Central www.cisco.com/web/partners/index.html Cisco Steps to Success www.cisco.com/go/stepstosuccess Cisco Advanced Services www.cisco.com/en/US/partner/products/svcs/ps2961/serv_category_home.html Cisco Branded Services www.cisco.com/en/US/partner/products/svcs/ps3844/ps3845/ps3848/serv_home.html Services for Borderless Networks www.cisco.com/en/US/partner/products/ps10716/serv_group_home.html Services for Data Center www.cisco.com/en/US/partner/products/ps10364/serv_group_home.html Services for Collaboration www.cisco.com/en/US/partner/products/ps11250/serv_group_home.html

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