Marketing By the Numbers - Cisco's Data-based Approach
Cisco Systems is a leading global provider of networking, datacenter and collaboration technology for enterprises and telecom service providers. As the business has grown and evolved over the past 25-years, so have the needs to make use of data and analysis to drive marketing and corporate priorities. Cisco's Strategic Marketing Organization, led by Mr. Blackburn, provides the underlying market, customer and competitive insights and analysis for marketing "by the numbers."
Andy's thought-provoking presentation will cover key elements of successful strategic marketing and have us contemplating such questions as:
What If I Could…
- Focus our marketing on buyers with the biggest spend potential?
- Know where our competitors are strong… and weak?
- Discover which half of our ad dollars were wasted?
- Predict which customers will be ready to buy in the next six months?
- Optimize our marketing mix across geographies and products to maximize impact?
In this popular talk, Andy will showcase how his team has worked to build relationships across functional silos at Cisco to become trusted advisors and partners in the formulation of strategic business decisions rather than simply purveyors of data.
Just some of what you will come away with includes tips on how to:
- Prioritize and allocate marketing time, budget, and investments;
- Optimize your marketing mix;
- Identify growth opportunities and segment them geographically; and
- Take a holistic approach to optimize your return on investment.
VP, Marketing, Strategic Marketing Organization, Cisco
As Vice President of Marketing, Strategic Marketing Organization, Andy Blackburn leads a diverse organization responsible for delivering market, competitive, and customer intelligence, custom research, syndicated research management, and strategic services to stakeholder groups throughout Cisco. His team impacts Cisco’s overall business by assisting and advising Cisco teams on high-value initiatives aimed at resolving strategic issues and defining actions.
Blackburn is a member of Cisco’s Connected Business Operations Council, Corporate Alignment Board, and Marketing Services Board.
Blackburn's experience spans a broad range of business strategy, corporate development, market strategy, and program development. Before joining Cisco, he was a Senior Partner and Managing Director at the Boston Consulting Group (BCG), where he was a core member of BCG’s technology and corporate development practices; a founding partner of the firm's software, e-commerce, pricing, and intellectual property practices; and the West Coast lead partner for BCG's private equity practice. During his 19-year tenure at BCG, he led more than 50 engagements for the world’s largest business software developer; developed business strategy and operational improvements for business-to-business and consumer online businesses; and managed dozens of corporate development engagements covering mergers and acquisitions strategy, merger integration, and shareholder value management.
Before joining BCG, Blackburn served in a variety of marketing and product development roles for Apple Computer, Learjet Corporation, and Canadair. He is a founding director of TRUSTe, the leading privacy assurance program on the Web.
Blackburn holds a bachelor of science degree in engineering degree, magna cum laude, from Princeton University, a master of science degree from Stanford University, and a master of business administration degree from Stanford Graduate School of Business, where he was designated an Arjay Miller Scholar.