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1. Creating the Architecture
Vision with Cisco
© 2011 Cisco Systems, Inc.© 2006 Cisco Systems, Inc. All rights reserved.
All rights reserved. Cisco Confidential 1
Cisco Architecture Vision Workshop v2.0—1

2. Course Introduction
Agenda
Introductions
Share Architecture Sales Experiences
Benefits of adopting an architectural approach
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—2

3. Learner Introductions
• Your name and Company
• Job Role
• How long have you been
Selling?
• Experience of Cisco
Architecture Play
engagement
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—3

4. Module 2
Why Architectures Matter
© 2011 Cisco Systems, Inc.© 2006 Cisco Systems, Inc. All rights reserved.
All rights reserved. Cisco Confidential 4
Cisco Architecture Vision Workshop v2.0—4

5. Chapter Objectives
On completion of this chapter, you will:
• Understand Key Business Drivers and Business Imperatives
• What is an Architecture Framework?
• Enterprise Architectures (ITIL and TOGAF)
• Driving Value with Architectures
• What is the value to You, Your Customer and Cisco
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—5

6. Business Trends
PCs & Android & Smart Across All Any Time, Any
Macs iOS Tablets Phones Devices Place
Video Becomes achieve new a
The Enterprise Becomes Socialprofound unlocking the expertise hidden
Explosionneed toPervasive levels of ROI bytransition that is changing
Multiple trends are Devices
Rise of Mobile causing
Businessesof Cloud Computing
More mobile lifestyle that integrates workto and do business
in their usethat people interact interact with customers
the way being interaction
Increasingorganizations internally and and
Cloud delivery of videobecoming mainstream personal life
Social Softwaremodelsused
Customer Employee Cloud-Based Applications Thin Clients
Collaboration Collaboration
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—6

7. Business Dynamics
Driving New Opportunities
Market Pressure Business Demands IT Drivers
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—7

8. Business Imperatives
Maintain Regulatory
Enable Enable unified access and
Compliance and
Business Speed and support for the next
Manage Risk Well
Agility generation of knowledge
workers
Putting people at the By building secure, By delivering Any content
heart of scalable and from Any device in Any
communication redundant Data location
Centers
Business Imperatives
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—8

9. From Products to Architectures
A Shift from Technology Products to Business Architectures
Architectures
Business Relevance
Solutions
Products
Technology Vendor Business Enabler
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—9

10. Architecture Framework
An architecture framework is a set of tools and processes which
can be used for developing a broad range of different
architectures. It should:
• describe a method for defining an information system in terms of a set of building blocks
• show how the building blocks fit together
• contain a set of tools
• provide a common vocabulary
• include a list of recommended standards
• include a list of compliant products that can be used to implement the building blocks
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—10

11. Architectural Difference
(Do I need an Architecture?)
• If you are building a simple, single-user, non-distributed system, you might need no architects
at all.
• If you are building an enterprise-wide, mission critical, highly distributed system, you might
need a database architect, a solutions architect, an infrastructure architect, a business
architect, and an enterprise architect, but more importantly, an architectural framework.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—11

12. EA Methodologies
Many enterprise-architectural methodologies have come
and gone in the last 20 years. At this point, perhaps 90% of
the field use one of these four methodologies:
– The Zachman Framework for Enterprise Architectures
– The Open Group Architectural Framework (TOGAF)
– The Federal Enterprise Architecture
– The Gartner Methodology
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—12

13. TOGAF
The Open Group Architectural Framework
TOGAF is a high level and holistic architecture framework, which is
typically modelled at four levels:
• Business - Describes the processes the business uses to meet its
goals
• Application - Describes how specific applications are designed and
how they interact with each other
• Data - Describes how the enterprise datastores are organized and
accessed
• Technology - Describes the hardware and software infrastructure
that supports applications and their interactions
.
It tries to give a well-tested overall starting model to information
architects, which can then be built upon. It relies heavily on
modularization, standardization and already existing, proven
technologies and products.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—13

14. Introduction to ITIL
• Not an Enterprise Framework!
• A framework of Best Practice guidance for IT Service Management
– Has grown to become the most widely accepted approach to IT Service
management in the world.
– Is of benefit to all IT organizations irrespective of their size or the technology in
use.
• Core principles within ITIL are:
Service Strategy
Service Design
Service Transition
Service Operation
Continual Service Improvement
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—14

15. Benefits of ITIL
• Increased user and customer satisfaction with IT
services
• Improved service availability, directly leading to
increased business profits and revenue
• Financial savings from reduced rework, lost time,
improved resource management and usage
• Improved time to market for new products and services
• Improved decision making and optimised risk.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—15

16. The Architecture Approach
• Business Agility
– Architectures allow processes to be
more interoperable, enabling the re-
use services, utilise all features of
existing applications and rapid “The artificial walls
deployment of new capability as the between business and IT
business need changes are crashing down and
• Risk Avoidance Enterprise Architecture
– An Architectural Approach allows the is the bridge to
Operational and Business needs to be integrate business and
planned, understood and coherently IT”
delivered
• Cost Savings
– An Architectural Approach reduces
the management complexity,
Philip Allega,
delivering cost savings and
minimising operational risk
Gartner, 2011
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—16

17. The Value of Network Architectures
Without a Blueprint With a Blueprint
Upgrade & Cost
Replace Control
No roadmap can dead-end equipment Blueprint equals lower TCO
Managing Network
“Downtime” Performs
Time spent solving “point” problems All product features are tested
o Many Variables Clear
Roadmap
Vendors testing equipment 3 architectures - tested end-to-end
Point Product
Vendors
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—17

18. Architecture Selling
• Architecture Sales Overview by Brad Coleman,
Borderless Networks, Cisco Systems
• http://www.youtube.com/watch?v=XqGe5kMdSPQ
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—18

19. Architecture Selling - Exercise
In your groups:
• Cisco: List the benefits to Cisco of offering the Architectural
Approach (Brad mentioned some in the video, but add your own)
• Your Customers: List the benefits to your customers of
adopting an Architectural Approach
• You: List the benefits to you in adopting an Architectural
Approach
• 15 mins discussion, nominate spokesperson to feedback
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—19

20. Architecture Selling - Exercise
• Cisco: List the benefits to Cisco of offering the Architectural
Approach
• Your Customers: List the • You: List the benefits to you in
benefits to your customers of adopting an Architectural
adopting an Architectural Approach
Approach
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—20

21. Cisco Architectural Plays
“Cisco is pursuing an architectural play as opposed to
competing on just a product by product basis. It's a strategy
that will continue to help the company differentiate versus
its competitors. “
John Chambers CEO Cisco Systems Inc September 10th
2010
“Over the last decade Cisco's invested approximately $45 billion in research and
development as a way to help fuel growth… during that same period, Cisco has also
invested $30 billion in acquisitions as another method of building out its product and
technology mix.”
Frank Calderoni CFO Cisco Systems Inc September 10th 2010
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—21

22. Cisco Architectural Plays
The three architectural plays are:
1. Borderless Network: Cisco‟s core area of routing and switching
is evolving into “next-generation routing and switching,” including
Cisco WAAS WAN optimization, Security and Mobility
2. Collaboration: Cisco will broaden its emphasis on collaboration
tools, make video pervasive, and integrate these tools into
networks.
3. Data Center and Virtualization: With its unified computing
platform and new server products, Cisco deepens its entry to
virtualization and data center markets, posing a threat to the
vendors who‟ve traditionally held greater market share.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—22

23. Architectural Strategies
Data Center &
Virtualization
Borderless
Collaboration
Networks
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—23

24. Closing Thoughts
 Architectural selling has key benefits:
 For you, for your customer and for Cisco
 Cisco is architecturally aligned with TOGAF
 But need to find out what your customer does!
 Differentiate yourself by becoming
a business enabler
 Sell the architecture – not products or solutions
 Understand the business and technology trends
 These drive the opportunity.
© 2011 Cisco Systems, Inc. All rights reserved. 24
Cisco Architecture Vision Workshop v2.0—24

25. © 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—25

26. Module 2
A New Sales Approach
© 2011 Cisco Systems, Inc.© 2006 Cisco Systems, Inc. All rights reserved.
All rights reserved. Cisco Confidential 26
Cisco Architecture Vision Workshop v2.0—26

27. Chapter Objectives
On completion of this chapter, you will:
• Thinking in a Different Way – Business Solution Versus
Technology Solution
• Customer Vision
• Story boarding methodology
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—27

28. Why You Are Here?
• Cisco historically very successful in selling networks and services
• Moved into application space about ten years ago…..
• IP Telephony > IP Comms > Unified Comms > Collaboration >
Business Transformation
• Network has evolved > Breaking down borders > Virtualisation,
SaaS
• Holistic, Architectural approach that supports, evolves and grows
with the business.
• Help you change the way you think about a sale
– Change your mind set
– Stop focusing on the products, look at customers vision
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—28

29. Product vs Solution vs Architecture Sale
Product Sale Solution Sale Architectural Sale
• Doesn’t consider • Solution aligned with • Solution aligned with
needs of business business needs business vision
• Single detached sale • Delivers business • Delivers business
• Often price driven value impact
• No scope to upsell • Helps maintain • Strategic rather than
price/margin tactical
• No scope for growth
• Easier to upsell / • Technology is the
• doesn’t build loyalty
cross sell business enabler
or trust
• Potential to enlarge • Builds long-term
the deal recurring business
• Builds customer
loyalty & trust
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—29

30. Business How do organisations think
Decision Value Chain
Business Vision Consultative Selling
VISION
Business Vision Approach
Business Strategy (s) Early engagement
= higher £££ sale
STRATEGY
Business Solutions
Technology Solutions Product Driven
Tactical Approach
EXECUTION
Products Compete on price
= low £ sale
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—30

31. A Company Vision
“To become the most
Business Vision
Your Vision safe, consistent, reliable and profitable of
the train operating franchises in a climate
Is that respects different views and people
need not be afraid to be open and
„what you want to become‟ honest”.
To become the world's leading
It must be: Consumer Company for automotive
products and services.
Imaginable
Desirable A personal computer on every desk,
Feasible and every computer running our
Focussed software."
Flexible
Communicable
and To shape the future of the internet by
Challenging creating unprecedented value and
opportunity for our customers,
partners, shareholders, and employees
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—31

32. Business Decision Value Chain
Example : Cisco
Cisco’s Business Vision To shape the future of the internet by
Business Vision creating unprecedented value and
opportunity for our customers, partners,
shareholders, and employees
Cisco’s Business Strategy
Catching market transitions that affect our
customers (such as video, web 2.0, social
Cisco’s Business Solutions media, etc) to evolve the network to be the
platform that will change the way we work,
live, play and learn
Technology Solutions
Alignment of Cisco’s sales force under three
Products multi-billion dollar architectural plays
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—32

33. Taking a Consultative Approach
to be Business Relevant
VISION 1. Understand your
customer needs at all
levels – vision / strategy
/ execution Alignment of
Cisco vision
2. Build your architectural with Business
proposition to align with Needs
business vision and
STRATEGY demonstrate roadmap
and architectural
strengths against the
business needs. Technology Commercial
leadership leadership
3. Develop and execute a
multi-layer sales
strategy to articulate
EXECUTION yours and Cisco
differentiators
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—33

34. Taking a Consultative Approach
to be Business Relevant
Current
State
Gap Release Plan
Requirements
Analysis & Roadmap
SALES
OPPORTUNITES
Future
State
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—34

35. A Story...
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—35

36. The Story
Vision ‘to be’
Relaxed
Solution
Scenario ‘as is’
Fishing equipment,
Headache from season ticket
overworking!
clothes
Benefits
Requirement
Headache Tablets Story Headache gone
Relaxed weekend
More effective at work
Trout for tea
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—36

37. The Quadrant
Challenges Solutions
Too much unnecessary stress New carbon fibre fishing rod
working too hard Season Ticket
Need to do something fun New fishing jacket, waders etc..
Difficult time at work Revenue stream….flies, lines,
replacement tackle, next seasons ticket
Roadmap….boat, 4 x4 to tow boat
Vision Benefits
To Relax, glorious summer evenings, Headache gone
peace. Relaxing weekend
Happier Boss
Trout in freezer
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—37

38. Example questions
• „I would like to be sure I understand the underlying issues here. Can we talk about
your vision and how it translates into strategy?‟
• „Let‟s step back, examine the big picture and look at how this approach fits in with the
company vision.
• I‟ve visited your company web site and read the corporate vision, can you tell me how
this impacts on your department?
• What does the vision mean to you from both a personal and corporate point of view?
• Can you talk me through a typical day in your department?
• „Can you foresee any concerns the vision and the strategy might not deal with?‟
• What about priorities?
• „Are you directly measured against the realisation of the vision?‟
• „How is the company going to realise the vision?‟
• „What do you like and dislike about the ways things are handled now?‟
• „What is it about this approach that makes it useful to you?‟
• „Is there another perspective that someone else might have?‟ or „How will others look
at this‟
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—38

39. Architecture Role Play Exercise
Working in your teams select a sample Customer
(BN, DC or Collaboration) and using the Quadrant
Model, articulate the following:
• The customer’s vision
• The customer’s challenges
• Possible solutions in the form of:
• Customer strategy
• Customer Priorities
Do not focus on Solutions or Benefits yet, we will
do that later.
Be prepared to present your thought to the rest of the class
45 minutes have been allocated to this exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—39

40. The Quadrant
Challenges Strategy
Vision Priorities
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—40

41. Module 3
Cisco’s Architecture Plays
© 2011 Cisco Systems, Inc.© 2006 Cisco Systems, Inc. All rights reserved.
All rights reserved. Cisco Confidential 41
Cisco Architecture Vision Workshop v2.0—41

42. Chapter Objectives
On completion of this chapter, you will:
• Understand Cisco’s overall DC, BN and Collab Strategy and Vision
• Understand Cisco’s DC, BN and Collab Architecture
• Understand the value of these architectures to your customer
• Understand teh importance of cross-architecture selling
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—42

43. Cisco’s Cloud Strategy
Enabling Cloud Applications/Services by Uniquely Combining
the Unified Data Center and Cloud Intelligent Network
Tailored Solutions Rich Ecosystem of Innovative
for Building Clouds Integrated Solutions Cloud Services
Enable cloud services
Enable customers to build Enable customers to including people-centric
and operate private, deploy tested, best of collaboration and other
public or hybrid clouds breed solutions applications
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—43

44. Introducing Cisco CloudVerse
Key Capabilities for Public, Private and Hybrid Clouds
Collaboration, Video
3rd Party Cloud Services
Cloud
Applications
Unified Computing Unified Cloud Cloud-to-Cloud Connect
Unified Fabric Data Intelligent Cloud-Customer Connect
Unified Management Center Network Cisco Prime
Cloud
Enablement
Services
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—44

45. CloudVerse Product Portfolio
Overview
Unified Custome
Collaboration, Video Communications r
Virtual Desk top, Security, IaaS Collabor
ation
Cloud
Collaboration Telepres
Applications Applications ence
Unified Cloud
Data Intelligent
Center Network
Nexus UCS CRS ASR ISR
Family Family Cloud Family Family Family
Enablement
CIAC, UCSM, NSM Professional Cisco Prime
Services
Cisco Technical &
Professional Services
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—45

46. Journey to IT Delivered as a Service
Customer View
World of Many
Clouds
Deploy
Multi-tenancy
Automation &
Deploy Integrated Orchestration
Compute & Storage
VM Mobility
Unify Operations
Profile Applications
Consolidate Data
and Cloud
Centers
Readiness
Unify Network
Fabrics
Consolidate Standardize Virtualize the Automate Service
Assets Operations Environment Delivery
Increased IT Operational Excellence (Agility, Efficiency and Simplicity)
Increased Cloud Readiness (Physical - Virtual - Cloud)
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—46

47. Journey to IT Delivered as a Service
Cisco Solutions
World of Many
Clouds
Virtual Multi-
Tenant DC
(VMDC) Cisco Intelligent
Deploy Automation for Cloud
UCS, Vblock, FlexPod
Network Services Nexus 1000v,
Manager ASA 1000v,
VSG,
Cloud Readiness FabricPath,
Consolidate Data Assessment FEX, OTV, LISP
Centers Services
Nexus Switches
Consolidate Standardize Virtualize the Automate Service
Assets Operations Environment Delivery
Increased IT Operational Excellence (Agility, Efficiency and Simplicity)
Increased Cloud Readiness (Physical - Virtual - Cloud)
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—47

48. Success Stories
• Intelligent
• Standardization on • Virtualization and Automation
Vblock private cloud • Self-service IT
• Consolidation and • Integration with • Claims processing on-demand
virtualization customers’ application time reduced by over • IT provisioning
• 38% power savings servers 50% reduced from 8 weeks
with UCS to 7 minutes
• Assured application
• Greater application availability
agility
Consolidate Standardize Virtualize the Automate Service
Assets Operations Environment Delivery
Increased IT Operational Excellence (Agility, Efficiency and Simplicity)
Increased Cloud Readiness (Physical - Virtual - Cloud)
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—48

49. Unified Data Center
The Architectural Advantage
Expand
Respond to Business
Business Imperatives
Business Opportunities
Challenges
Manage
Scale the Growth
Business
Manage
Business Risk
Resiliency
Reduce
Operational TCO
Efficiency
Time to Value
Compute Network Storage Security Virtualization Management
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—49

50. Cisco Unified Data Center
New Economics of Agility, Efficiency and Simplicity
30% 30% 90% Deploy 2x 60%
Less Cost Faster Less Time Capacity Less Cost
No Staff
Increase
Infrastructure Application Deployment
0 IT Power
Costs Performance Times Staffing Cooling
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—50

51. Cisco Unified Data Center Architecture
Simplification
Agility Efficiency
Benefits
Virtual eXperience Infrastructure
Cisco Data
Center Business Application Integrated
Private Cloud
Continuity Evolution Solutions
Services and Offers
Partner Ecosystem
Unified Unified
Unified Computing Technology
Fabric Management
Innovation
Open Resilient Flexible Highly Secure Scalable Integrated
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—51

52. Cisco’s Compelling DC Value Proposition
Business Technical
Value Differentiation
Improve Virtualization
Business Agility
Extend Business Asset Unified Fabric
Life
Maximize IT Investments Processing Power
Memory Density
Ensure Compliance
Accelerate Team UCS Manager
Performance
Capex and Opex Application and Database
Savings Optimization
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—52

53. Collaboration
Architecture
© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—53

54. The Cisco Vision
The New Collaborative Workspace
“The power to
bring people together Mobile, Social, Visual, Virtual
at critical moments, is key to
aggregating and amplifying
the impact of employees”
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—54

55. Business Use Cases
Click a slide to preview that objective
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—55

56. The Collaboration Portfolio
Unified Customer
Communications Collaboration
UCM 9.0 CC Enterprise
Unified Customer
Cisco Voice
Call/Video
Communications Collaboration
Control Portal
Mobility CC Express
UC on UCS Social Miner
Media Sense
Collaboration
Applications TelePresence
WebEx Immersive
Collaboration
WebEx Social Multipurpose
TelePresence
Applications
Jabber Personal
Vertical
Extensions
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—56

57. Cisco’s Strategic Direction
Integrated Collaboration Experience
ANYWHERE ANY DEVICE ANY CONTENT
Secure Enterprise
Interoperable Open
Intra-company Social Software
Architecture
Flexible
Pervasive Video
Consumption Model
Wide Variety of Collaboration Technologies
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—57

58. Delivering a Consistent Experience
Anywhere, Any Content, on Any Device
Devices
Collaboration
Applications
Client Services
Collaboration
Services
Medianet Services
This core is accessed by any combination of
Network Services end-user clients, devices and applications
from Cisco or third parties
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—58

59. Integrated Collaboration Architecture
Devices
Provisioning
Desktop Mobile In-Room
Federation
Conferencing Customer Care
Collaboration Enterprise Social Software IP Communications
Applications
Administration Maintenance
Encryption
Messaging Telepresence
Client Services Medianet Services
Client Services Framework Interface
Lightweight APIs
AAA
COMMUNICATION
Real-time
Presence / Location Metadata Tagging
Messaging
Real-time
Policy
Session Mgmt Social Graphing
Collaboration Data Sharing
Operations
Services Scheduling and
Calendaring
Authoring Semantic Processing
Identity
Workflow Recording/Playback Search
CONTENT
Management Services
Transcoding Transrating Transcribing
Security Services
Medianet Services
Auto-Discovery Auto-Configuration Resource Control
Network Services Transport Signaling QoS
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—59

60. The Value to the Customer…
Devices
Provisioning
All devices receive the same level of experience
Federation
Collaboration The entire suite of Cisco Collaboration products is
Applications
Administration Maintenance
available.
Encryption
Interoperability with 3rd party products allows the customer
Client Services to choose their client and endpoint.
AAA
Policy
Collaboration An optimal experience is delivered through integrated
Operations
services, like roaming between devices, call and video
Services quality, as well as location and presence information.
Identity
Management Services
Rich-media or video content from any device can be
Security Services
Medianet Services delivered across any network and is received in a format
that is suitable for the end device
Each application gets the level of service needed from the
Network Services network.
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—60

61. Success Stories
Business Value of Collaboration
Financial Operational Strategic
ROI ROI ROI
 Procter Avoidance
 Cost & Gamble  Molina Healthcare
Process Optimization  Government of Canada
 Business Transformation
TP-created “Supply Chain Pooled customer service, Web 2.0 knowledge sharing
of Ideas”; saved millions handled 20% more calls  Duke University
in travel
Guest Lecturers via TP
 Biesse  Coca-Cola  Comcast
WebEx-enabled customer UC-enabled warehouse app,
Social software-enhanced
support, $5K/day savings 10% productivity increase
customer collaboration
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—61

62. The Economics of Collaboration
• Average Cisco employee now
telecommutes 2 days per week.
• 60% of time saved is spent working
• Increased productivity: $320M/year
• Shortened sales cycle for high-
touch enterprise deals by 9.7%
• Increased win rate for these
complex deals by 2%,
• Reduced product development
time from 4 to 3 years
• 60% reduction in time to market
• Reduced decision cycle time from
days to hours
• Increased specialist face time with
customers by 45%
Source : IBSG Economics of Collaboration, June 2010
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—62

63. Cisco’s Compelling Collaboration Value
Proposition
Business Technical
Value Differentiation
Improve User Experience
Business Agility
Staff Attention and Integrated Solutions
Retention
True Business Impact Consistent User Design
Device Agnostic
????
Accelerate Team Delivery Models
Performance (On-Prem & Cloud)
Capex and Opex
Savings Breadth of Solution
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—63

64. Borderless
Network
Architecture
© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—64

65. Why Borderless Networks?
BN Accounts for:
• 60% of an AM's Goal
• 50% of Cisco's Business Revenue
• 60% of Cisco's Share value
• 70% of Cisco's Profit
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—65

66. User Experience is Business Value
One Trusted Network Session Fewer
Login Detection Persistence Restrictions
Office Hotel Room Café
Simpler, more transparent
+ Easy to deploy and easier to maintain
+ Fewer support calls
= Better user experience, better security,
and less work for IT teams
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—66

67. The Impact of IT Consumerization
Location
More people,
Working from
more places,
Device
Using
more devices,
Accessing more
diverse applications.
Application
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—67

68. Productivity Linked to Workplace
Flexibility
45% 80% 57%
Accept lower- Work extra 2–3 Expect video to IT staffIT time spent on day-to-day
struggle IT staff—
paying job hours a days if become primary to make security the
operations (Gartner)
(10%) for work allowed to do so mode of workforces biggest
flexibility remotely communications more mobile challenge
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—68

69. The New Borderless Organization
Borderless Experience
Anyone Anything
Anywhere Anytime
Securely, Reliably, Transparently
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—69

70. Borderless Network Architecture
Architecture for Agile Delivery of the Borderless Experience
BORDERLESS
END-POINT/
USER SERVICES Securely, Reliably, Seamlessly: AnyConnect
POLICY Energy App Multimedia
BORDERLESS Mobility: Security:
Management: Performance: Optimization:
NETWORK SERVICES Motion TrustSec
EnergyWise App Velocity Medianet
MANAGEMENT
BORDERLESS Unified Core Extended Extended
NETWORK Access Fabric Edge Cloud
APIs SYSTEMS
BORDERLESS Application
INFRASTRUCTURE Wireless Routing Switching Networking/ Security
Optimization
SMART PROFESSIONAL AND TECHNICAL SERVICES:
Realize the Value of Borderless Networks Faster
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—70

71. Cisco’s Compelling BN Value Proposition
Business Technical
Value Differentiation
Improve Mobility
Business Agility
Extend Business Asset Energy Management
Life
Maximize IT Investments Medianet
Performance
User Experience
(Clean Air/Client Link)
Accelerate Team Cisco Prime Management
Performance
Reduced TCO Security
(ISE, AnyConnect, SIO)
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—71

72. Architecture Role Play Exercise
Working in your teams, examine your potential
customer and now identify the following:
• What elements of Cisco’s architectural plays
are relevant to this Customer
• Make sure this is in alignment with their
strategy and priorities
• What benefits will the customer see from
implementing a Cisco architecture
45 minutes have been allocated to this exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—72

73. The Quadrant
Challenges Solutions
Vision Benefits
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—73

74. Cross
Architecture
Selling
© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—74

75. Architectural Intersection
Data Center &
Virtualization
Video
Collaboration VXI Borderless Networks
Cloud
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—75

76. Architecture Overlap
– Changes the level of
Virtualisation
engagement
– Spot opportunities
across other
architectures
Borderless Networks
– Emphasize holistic
approach
– Satisfied Customers Collaboration
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—76

77. Next Generation Virtual Workspace
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—77

78. Next Generation Unified Workspace
Data Center &
Virtualization
Unified
Workspace
Borderless Networks
Collaboration
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—78

79. Next Generation Unified Workspace
• VXI Smart Solution
• Cisco Jabber Workspac
e of the
Collaboration
Future
Workspace
of the
• BYOD Smart Solution Future
Virtualization
Networking
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—79

80. Cisco Virtualization Experience Infrastructure (VXI)
Cross Architecture Play
Virtualization-Aware Virtualized
Virtualized Collaborative Workspace
Borderless Network Data Center
UC on UCS
Desktop Virtualization without the compromises
 Support for Rich Cisco
VDI Media / Voice &
VXI
Virtual Desktop Infrastructure Video
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—80

81. Success Story
South West Alliance of Rural Health
Challenge
• Deliver IT services to 13 public health agencies
• Support extremely mobile clinician staff
Solution
• Cisco VXI with Cisco VXC, UC and UCS
Expected Impact
• Create more efficient and collaborative patient care
environments
• Optimize patient care experience
• Increase staff confidence in electronic health records
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—81

82. Exercise : Cross Architecture Selling
Part One
BEAT THE CLOCK:
Working in your teams, you know
have 10 minutes to list as many
customer benefits as possible in
leveraging all three architectures
10 minutes have been allocated to this exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—82

83. Exercise : Cross Architecture Selling
Part Two
Working in your original teams, now identify 3
strategies on how you would create opportunity
for a cross-architecture sale with your customer.
• Think about their priorities?
• What would be your entry point?
• Who would you engage with?
30 minutes have been allocated to this exercise
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—83

84. © 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—84

85. The Architecture
Conversation
© 2011 Cisco Systems, Inc. All rights reserved. Creating an Architecture Vision with Cisco v2.1—85

86. Chapter Objectives
On completion of this chapter, you will:
• Understand the key tips to get an architectural conversation
started
• Understand the importance of professional services
• Understand the importance of implementation planning
• Know how to deal with typical objections
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—86

87. Think Different, Be Different
• Think different, Be different
• Articulate the business relevancy of Cisco‟s architectural solutions,
and differentiate that solution from the competition
• Transform the roll of a traditional AM from a cost of sale to a trusted
business advisor
• Elevate the engagement level with end customers from
IT/purchasing to LoB and CXO
• Input business analysis and business process consulting skills into
a architectural sale
• Increase revenue income & lockout competition through becoming a
trusted advisor
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—87

88. Architectural Selling
This is Evolution not Revolution!
The recipe for success is short cycles that deliver:
• a clear vision
• an actionable roadmap
• architectural blueprints (building blocks)
• a pragmatic path from the current environment to the target
(implementation plan)
• governance that facilitates change and delivers business results
• measurement and effective communication of results
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—88

89. Conversation Frameworks for TDMs
• In addition to everything we have already
discussed:
– Professional Services
– Architectural Blueprints with CVDs or SBA
– Implementation Plan
– Migration plan
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—89

90. Conversation Framework for TDMs
Professional Services
Product Sales
Advanced and Technical
Implementation Services
Architectural Planning Services
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—90

91. Conversation Framework for TDMs
Cisco Validated Designs
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—91

92. ConversationBusiness Architecture
Smart Framework for TDMs
Smart Business Architecture
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—92

93. [Enter TDMs
Conversation Framework for Title]
Implementation Plan
A common pitfall is to spend
too much time on vision,
roadmap and blueprints.
The place where most EA
programs start to go astray is
implementation planning.
In TOGAF, the
implementation planning
phase is called Opportunities
and Solutions
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—93

94. Conversation Frameworks for BDMs
Elevating the Conversation
• For the BDM: • Shift the focus from costs
and efficiencies to
growth and innovation
– E.g. move the DC from a
tactical cost center to a
strategic competitive weapon
• Need to gain CxO
Strategic Engagement
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—94

95. Executive Level Selling
KNOW MY WORLD
• Do your research and homework
•Extraordinarymy pain points
Know Preparation:
•1. Understand the sensitivities in my role
Fact Finding
Do they use UC? Are they regulated? How do they communicate globally?
•2. Know my pressures
External Analysis
• Can you be in my green credentials? How good is their customer service?
How good are their network?
3. Client‟s Strategic Vision
Is collaboration, mobility a part of this?
BRING VALUE 4. Objectives Analysis
• Prove Value – proof points, where What do youexpect of IT?
have they saved money?
• Show me what success looks like (and failure)
5. Measures of Success / Identification KPIs and Critical Success Factors (CSFs)
cost reduction?, employee productivity?, carbon footprint?, growth? All have
• Show me how you can solve my problems forsecond guess what I might need
implications – our architectures.
• Where can you take cost out & where can you help to protect revenue?
• Can you execute?
BE PRESENT
• Show you want to build a long term relationship
• Don’t sell to me – listen
• Be on my agenda not yours
• Can I rely on you to leverage resources?
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—95

96. Executive Level Presence
Personal Credibility
• We won’t be able to tick any of
these boxes unless the CxO
thinks we are personally credible
• Personal Credibility is vital when
dealing with senior executives
• Your Personal Credibility
Statement should not focus on
why Cisco or why your company,
but why YOU.
• Draw on experience with other
clients, Cisco’s own I.T. messages
(Cisco on Cisco ), successful CxO
engagements you have
experienced, or any source of
personal credibility
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—96

97. Executive Level Selling
CIO Archetypes
Function Heads..... Transformational Leaders..... Business Strategists.....
• Manage IT Crises • Redesign business processes • Develop/refine business
• Develop IT talent • Align It initiatives/strategies with strategies
• Improve IT operations business goals/strategies • Study market trends
• Improve system • Cultivate the IT/business • Develop external customer
performance partnership insight
• Manage security • Lead change efforts • Develop business innovations
• Manage the budget • Implement new systems and • Identify opportunities for
architecture competitive differentiation
• Map IT strategies to overall • Reengineer or develop new
enterprise strategies sales and distribution channels
Traditionalists Incrementalists Strategists
focus on operations focus on process focus on enabling business
improvement transformation
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—97

98. Traversing the Business Lines
• Where to start?
– Top –
– Bottom – gain CIO sponsorship before
tackling other CxO
• How to Start
• What to do if cannot engage
– Partners, own cxos, cisco cio exec sponsor
© 2011 Cisco Systems, Inc. All rights reserved. Cisco Architecture Vision Workshop v2.0—98