Cisco Targets Retailers
Networking giant Cisco over the next year plans to deliver a full marketing, sales and training campaign aimed at big-box, regional and small retailers, Cisco chief executive John Chambers told Dealerscope during an exclusive meeting with select members of the industry’s leading publications. “We help lead our partners to develop profitable go-to-market strategies based on how consumers purchase products,” Chambers said on the eve of his keynote speech at CES in Las Vegas, referring to the marketing, training and sales support Cisco executives say they will roll out to retail partners of all sizes in support of its new focus on a variety of consumer technologies.
“It’s Cisco’s philosophy. We’ve won top partner awards more consistently than all companies combined. We will continue to lead our partners in profitability and go-to-market strategies based on how consumers buy product. We’ve been able to strike a balance to make all our partners profitable.”
Later, Chambers used his CES keynote to officially introduce Cisco’s new marketing campaign, which is designed to expand the company’s brand recognition from a premier commercial networking manufacturer to a well-known leader of consumer technologies. The campaign is designed to position Cisco as the purveyor of “The Human Network” and will align the parent company more closely with its Linksys, Kiss and Scientific Atlanta lines of consumer networking, communications, entertainment and set-top box products.