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Network Buyer Persona

Network Buyer Persona. Don Yuen | US Customer Experience Manager. Americas Marketing & Communications. June 2017. Buyer Persona. Priority Initiatives/Success Factors. Barriers/Opportunities. Buyer Journey. Data Dashboard. Nigel Lovett: Network/IT Manager. Who They Are.

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Network Buyer Persona

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  1. Network Buyer Persona Don Yuen | US Customer Experience Manager Americas Marketing & Communications June 2017

  2. Buyer Persona Priority Initiatives/Success Factors Barriers/Opportunities Buyer Journey Data Dashboard Nigel Lovett: Network/IT Manager Who They Are “"Technology is growing exponentially in many new directions. Cloud applications and mobility open up new possibilities, but we've got flat budgets and those things take new skills. It’s a quite a balancing act to keep innovating while meeting our day-to-day requirements." Role and responsibilities Common job titles • Managing and maintaining the corporate network(s) • Budgeting, planning, purchasing, installing, and upgrading network infrastructure • Overseeing user access and network security • Developing backup/disaster recovery plans • Training and development of network staff • Advising the CIO and business units on a wide variety of technology solutions that impact the network • Director or Manager of IT • Network Manager • Director or Manager of IT Operations Reporting structure • Reports to CIO or VP of IT • Manages engineers and SME’s who operate and support the network Summary Business Measures/Key Performance Indicators (KPIs) • PROFILE • Mid-Level IT Leader; generally male, 35-54 yrs • Seasoned and certified as a network systems administrator • Influences a variety of technology decisions, including Security, Cloud, Compute/Storage, and Telecom. • Pragmatic, analytical, problem solver, continuous learner • PRIORITIES • Ensuring network performance, security and availability • Strengthening the relationship between IT and the business • Advancing IT staff & skill development • PREFERENCES • In Discovery, Independently self-educates on market trends from tech publications and analyst sites & seeks interaction with peers, analysts & IT forums for perspective • For Education, seeks ”hard” product content from vendor and tech websites - comparison & design guides, specs, ROI tools, use cases • During Evaluation, engages with vendor reps and peers for references, integration & deployment info, demo’s, proof points, POC • Meets internal SLAs for reliability, availability, and performance • Completes projects on time and within budget • Ensures end user satisfaction – effective issue resolution; fewer help desk calls • Meets compliance requirements and audits • Delivers sustainable business return on IT infrastructure (CAPEX vs. OPEX) • Defending the organization from attacks • Responding to rapid market shifts and more agile, emerging competitors • Growing through acquisition or expansion • Innovating to sustain long term competitive advantage • Improving customer and workforce experiences • Providing end-to-end security & enforcing policy • Transitioning to a cloud or hybrid environment • Closing IT skill gaps created by cloud, virtualization and automation technologies • Providing access AND security given growing demands of IoT and mobile devices • Leveraging analytics to optimize operations IT Challenges Business Challenges

  3. Buyer Persona Priority Initiatives/Success Factors Barriers/Opportunities Buyer Journey Data Dashboard Priority Initiatives Business Priorities Technology Initiatives Drivers for Network Investments • Excess / Year End $’s • Breach / Emergency • Acquisition/Expansion • Break/Fix • Shorter timeframe to spend • Fewer brands considered • Incumbent brand favored • Key business imperatives • Key technology initiatives • Planned upgrade/refresh • EoL/EoS products • Longer timeframe to spend • Broader brand set considered • More open to new brands Source: 2017 IT Buyer Segmentation Study PH1, Cisco IT Priorities 2017 State of the Network Study, Network World Purchase Triggers

  4. Buyer Persona Priority Initiatives/Success Factors Barriers/Opportunities Buyer Journey Data Dashboard Key Messages for the Network Buyer Perceived Barriers The Five Key Messaging Themes - Cisco DNA • Bias toward incumbents • “We’ve standardized on “X” for networks…” • “We work with our trusted partners..” • “We keep our infrastructure as homogenous as possible...” • Commoditization • “Everyone can give us the solutions, so at the end of the week, it’s price.” • “… they’re all more or less the same…it all boils down to how much money you want to pump into these services, because some of them do provide excellent service.” • Agile Competition • “…they’ve got some niche expertise people who actually can come in and talk to you, and that’s if you like the reseller for the vendor.” • We’ve gone with “X”, even though they’re more expensive, but we felt that they were more feature-packed and (have) a great future for innovation.” • “…in some ways, their technology is more advanced than the larger incumbents” • Simplicity • Centralized administration and automation simplify network management operations. • Investment Protection • Future-proofedinvestments for lasting value • Automation • Automatedno-touch configuration and change management • Security • Automated security detection/interception throughout the network • Analytics • Proactive monitoring and management

  5. Buyer Persona Priority Initiatives/Success Factors Barriers/Opportunities Buyer Journey Data Dashboard Buyer Journey Network Buyers play a central role throughout the purchase cycle Information Sources They Trust CXO Roles Involved Source: Forrester Business Technographics Global Priorities and Journeys Survey 2016 …and product info from vendors & 3rd party sites They seek engagement with analysts & peers LOB Departments Involved Moments that Matter/Compelling Events

  6. Buyer Persona Priority Initiatives/Success Factors Barriers/Opportunities Buyer Journey Data Dashboard Engagement Product Interests on Cisco.com Routes to Cisco.com Content Preferences Source: Forrester Business Technographics Global Priorities and Journeys Survey 2016 Source: Audience Dashboard, Cisco – US Network Buyers – 90 days ending 2/28/2017 Trending Topics SEO Rankings October 24, 2016-January 23, 2017 December 16, 2016 – February 10, 2017

  7. Buyer Persona Priority Initiatives/Success Factors Barriers/Opportunities Buyer Journey Data Dashboard Preferred Properties This slide summarizes buyer preference for particular properties. The percentage values represent US- based survey respondents (within the segment identified above) who either engaged with – or expressed a desire to have engaged with – specific properties they found valuable in their purchase journey. Source: Forrester Business Technographics Global Priorities and Journey Survey, 2016

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