Best Practice Report

Cisco: Asia Pacific Leadership Ensures Its Customers Protect, Recover, And Transform During The COVID-19 Pandemic

March 25th, 2021

Summary

To rebalance focus on segments that were struggling in the global pandemic and nontraditional segments that were growing, Cisco decided to pivot its go-to-market approach. The company’s Asia Pacific, Japan, and China marketing leaders realized they had to take the lead and couldn’t rely on corporate action; their colleagues didn’t understand the impact of the pandemic as it had not yet affected their region. As a result of this pivot, prioritized demand, which Cisco defines as marketing-sourced leads passed to partners, grew by 134.

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