See how Cisco uses enterprise workflow management to meet deadlines, reduce meetings by 40%, cut down on Firedrills and got back work-life balance. Work smarter, be saner. Watch Workfront in action to see how it improves brand customer experiences, collaboration, and improves marketing performance. Do more faster in less time!

1. Building a Connected Infrastructure
Dan Taylor
Technology Manager
Cisco Marketing and Communications Resource Center
April 2015

2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Building Connections
1985
BRIDGE. 1. a: a structure
carrying a pathway or
roadway over a
depression or obstacle . b:
a time, place, or means of
connection or transition
© 2015 Merriam-Webster, Incorporated

3. Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.
PROBLEMS
Section subhead

4. “Marketing Trend Watch: Planning Edition
2014,”(Marketo: 2014), 23.
We Are Not Connected and We Are Not Alone

5. Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Working in Silos
Across Cisco Marketing and Communications
• Multiple—even same—tools that don’t connect
• Resistance to change and data driven accountability
• Multiple processes, approaches to project and
resource management
• Multiple data storage areas
• Inconsistent reporting and metrics output, not always
tied to business outcomes

6. Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• Difficult to aggregate multiple systems data for
metrics reporting
• No executive leadership overview of the business
• No way to track key indicators on deliverables
• Little visibility into what other teams are doing
• Unnecessary overlaps/lack of collaborative
synergies
• Too many rush jobs—”I thought I told you…”
• Productivity lessened/cost-per-content increased
Impact on Cisco Marketing and Communications

7. Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Content Flow
Prepared
Content,
Collateral,
Messaging
Content
Creation
Content Vetting
Content
Preparation for
Publishing
Content
Distribution
Content
Curation
Project Management
Publishing
Preparation
- Email
- External Web
- Internal Web
- News Wire
- Briefings
- Sprinklr
- Shared Services
Distribution
Informal
Secure
NT File Shares
Local Drive
Archiving
Prod.& Sol. Mktg.
Sourcing

8. Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved.
SOLUTIONS
Section subhead

9. Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Rising Technology Priority

10. Cisco Confidential 10© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• Work management
• Editorial management/content approval
• Storage/coordination
• Keeps assets off of desktops/in a centralized repository based on
projects
• Enables easy handoffs for work-life balance
• Break downs silos between functional areas across the
organization.
How Are We Using Workfront At Cisco?

11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
40% fewer
meetings
Positive Impact

12. AVERAGE
EMPLOYEE
SPENDS
28%
OF THEIR TIME
IN EMAIL.Michael Chui, James Manyika, Jacques Bughin, Richard
Dobbs, Charles Roxburgh, Hugo Sarrazin, Geoffrey Sands and
Magdalena Westergren, “The Social Economy: Unlocking Value
and Productivity Through Social Technologies,” McKinsey &
Company: Insights and Publications, July 2012,
http://www.mckinsey.com/insights/high_tech_telecoms_internet/
the_social_economy
Buying Back Employee Time

13. Cisco Confidential 13© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Building A Connected Infrastructure
Service
Request Tool
Survey Tool
Project Archive
Project
Management
Tracking Tool
Event Registration
Tool
Billing Reports
Metric/DB
Reports
E-mail Tracking
Reports
Resource
Management
Tracking Tool
AP Oracle DB
Mailer
Management
Tool
Budget Tool
Calendar Tool
Connected
Project DB
Bookings Tool
Pipeline Tool
Call Center
Insights
Executive
Reports/Dashboards
Metrics Tools

14. Cisco Confidential 14© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Highlighting Editorial Function
Benefits

15. Cisco Confidential 15© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• Single project/editorial management tool for all Communications
teams
• Automated, dynamic editorial calendar rolling up key data across all
groups for leadership and all teams
• Streamlined workflows and approvals
• Automated notifications
• Automated, robust reporting, metrics
• Knowledge management
Editorial & Content Management Benefits

16. Cisco Confidential 16© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Data Categories Made Simple
Original data category requirements
Categories in Workfront input form (example)

17. Cisco Confidential 17© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Easy Process
Intake
Form
Workfront
Editorial
Board
Assignments made,
content executed
Calendar display

18. Cisco Confidential 18© 2013-2014 Cisco and/or its affiliates. All rights reserved.
 Intake form fields become
data points for metrics
 Metrics yield business
insights
 Discovering the tyranny of
the “Urgent” and
“Emergency”
Tracking Data Points For Business Insights

19. Cisco Confidential 19© 2013-2014 Cisco and/or its affiliates. All rights reserved.
In A Perfect Marketing World
“PROCESSES? WE
DON’T NEED NO
STINKING PROCESSES.”

20. Cisco Confidential 20© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Focusing on Accuracy and Simplicity

21. Cisco Confidential 21© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Undocumented, Now Documented and Systematized

22. Cisco Confidential 22© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Key Information Visible At A Glance
Publishing platform and page
position are concatenated

23. Cisco Confidential 23© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Key Group Success Indicators Easily Tracked

24. Cisco Confidential 24© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Moving Conversations Off the Desktop
• Less time in
email
• Easy to handoff
projects
• Enable work-life
balance

25. Cisco Confidential 25© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Connecting Communications Teams

26. Cisco Confidential 26© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Reports for Business Impact
Who’s busy?
Who are we
working for?
What are we
working on?

27. Cisco Confidential 27© 2013-2014 Cisco and/or its affiliates. All rights reserved.
VISION BECOMING REALITY
Section subhead

28. Cisco Confidential 28© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Future Content Flow
Prepared
Content,
Collateral,
Messaging
Content
Creation
Content
Vetting
Content
Publishing
Preparation
Content
Distribution
Content
Curation
Project Management Publishing/Distribution Archiving/Curation
Research for content creation/reuse
API Integrations
Prod.& Sol.
Mktg.
Connected Infrastructure
- External Web *
- Internal web *
- News Wire
- Briefings
- Spinklr
- Services Teams
- Other
- Searchable archive
- Entitlement-based
- Curated tagging
- Immediate reuse
- Historic reference
- Final/source files
Message
Sourcing
Communications Resource Center: Asset Creation – Services - Messaging Central Curation
Final
Storage/publish
Prelim Storage
Project Mgmt./Workforce Mgmt./
Content Assignment to Approval.
DONE
* API Complete
WIP WIP
CMS
Other Communications and Marketing Teams

29. Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Not Only Connecting Ourselves, But Key Vendors
Cisco #1
Instance
Cisco #2
Instance
Vendor
Instance
ExternalWorkfront / Workfront API
Cisco
Messaging
Central
DAM
Vendor
DAM
Cisco CMS/Vendor DAM API
DAM= Digital Asset Management

30. Cisco Confidential 30© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Risks
Envisioning a Final State
Business
Value
Highway
Connected
Services, Tools &
Applications
Connected
Services, Tools &
Applications

31. Cisco Confidential 31© 2013-2014 Cisco and/or its affiliates. All rights reserved.

32. Thank you.

33. Cisco Confidential 33© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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