Case Study

Cisco Systems: Enabling Distributors To Drive Demand Creation With Their Partners

January 1st, 2018
Kathy Contreras, VP, Principal Analyst
Kathy Contreras VP, Principal Analyst
With contributor:
Maria Chien

Summary

The trend toward subscription- and cloud-based offerings has led to an evolution in the purpose of two-tier distribution, and the potential value provided both upstream to suppliers and downstream to resellers. Distributors can extend their value propositions in today’s channel ecosystem across many areas, especially in the area of marketing services, support and execution. However, this requires a transformation of distributors’ systems and marketing capabilities. In this case study, we describe how Cisco Systems developed and executed a demand creation program that enabled distributors to drive marketing and demand creation with their partners.

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