Essential Guide to Positioning Know the Network Solution

Essential Guide to Positioning
Know the Network Solution
Asia Pacific
Sales Guide
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01
Introduction
It is the start of another work day. What is on the top of your mind? Every morning,
do you ask yourself:
• How can I become more relevant to my customer’s business?
• How can I change the way I talk to my customer so I am creating greater value?
• How can I find more revenue streams to meet my sales targets?
We have the answer for you:
Cisco Know the Network solution (KTN)
What is KTN?
The KTN solution is a set of business capabilities for collection-led, intelligent installed base management. KTN
helps customers make informed decisions about their networks in regard to risk, performance and financial management. KTN provides network inventory reports containing uncovered items, last date of support (LDoS) items,
contract status and site information. KTN inventory reports are created by performing an electronic scan of the
customer’s network using unobtrusive Cisco technology.
KTN is included in some existing Cisco programs and might also be offered as a one-time event.
This sales guide provides tips and best practices on:
Introduction
Business Benefits to You
Business Benefits to Customers Targeting Customers for Higher Success Rate
Changing the Customer Conversation
KTN Process
KTN Deliverable: Network Inventory Report
KTN Portal
KTN Implementation Models
Handling Customer Objections
Customer Q&A
More Information and Resources
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How you can get more money in your pocket through KTN engagements
How to position position the value of KTN for a successful customer engagement
How to address questions and objections about KTN
Tools and resources available for you to increase returns from KTN engagements
Some of the recommendations are based on real-world successes and experiences of account teams.
© 2010 Cisco Systems, Inc. All rights reserved. 2
02
Business Benefits
to You
What Makes KTN Different?
With KTN, we are not just relying on sales order history or shipment reports but using
network collection to reflect the real situation in the customer installed base. What
you get is actionable report data which you can turn into bookings.
Cisco is moving towards architectural solutions and network-based support. It is important to know what is on your
customer’s network to help them use the network as a platform to transform their business.
KTN is the first step to understanding your customer’s network inventory. With this knowledge, you are now able to
uplift your customer discussions from a product-for-product migration to a solution and architecture-based sell.
KTN enables you to turn business-critical data into useful insights on network readiness and performance. You
can then create more compelling and complete solutions to address the customer’s pain points, aligning with their
business priorities. That is how you can become more relevant to your customers. By changing the nature of your
customer engagements from transactional to transformational, you can strengthen customer loyalty.
KTN generates sales opportunities for new solutions, equipment refresh, and services. Performing a network
discovery reveals the product lifecycle status and service coverage of devices. Once you have end-to-end knowledge of the customer installed base, imagine the possibilities: you can up-sell, cross-sell, or explore advanced
technologies and architectural solutions.
Using KTN capabilities to obtain installed base knowledge enables you to:
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Better support your customers in absorbing and scaling to new technologies
Drive profitable growth by identifying sales opportunities to position architecture solutions, product refresh,
and services
Differentiate your business and capabilities in the marketplace
Achieve faster and more accurate service renewals, leading to a more predictable annuity revenue stream
Strengthen your position as a highly skilled, trusted advisor, creating a deeper, more valuable relationship
with your customers
© 2010 Cisco Systems, Inc. All rights reserved. 3
03
Business Benefits
to You
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Customer Business Outcome
Business Benefits
Achieved by These KTN Deliverables
Greater ability to manage
business risk in the network
• Gain comprehensive view of your customer’s
• Knowing what is actually in the network
• Identifying critical devices that are not covered by
installed base
• Become more relevant to your customer’s
business
• Conduct a business conversation about current
and future needs
• Effectively position relevant services and
products
• Increase sales opportunities for technology
migration, product refresh, and service coverage
• Obtain smooth and timely access to Cisco
support resources
service contracts
• Identifying critical devices that are reaching or
have passed LDoS
• Understanding performance and security risks
• Attaching services to uncovered network devices,
software applications, and refreshed products
• Updating and correcting service contract data
which minimizes entitlement issues
Improve business performance
• Engage in architectural discussions to help cus-
• Analysis of current devices in the network,
Improved financial management of network assets
• Add real value and relevance to your customer’s
• Complete asset register of Cisco devices,
tomers achieve their business goals
• Increase customer confidence that the network
will meet business needs
• Deliver consulting services to customers on
adoption of new technologies
business
• Achieve faster and more accurate service
renewals, leading to a more predictable annuity
revenue stream
• Provide informed consulting to improve and
grow your customer’s network
• Provide financing solutions for upgrades or
technology migration
including Cisco IOS® Software release and
product lifecycle status
• Analysis of current service coverage levels
• Identifying opportunities for LDoS equipment
refresh and adoption of new technologies
• Offering a network view vs device view
• Detailed view of Cisco and third-party devices
giving a comprehensive network view
• Cotermination of existing devices
• Opportunities for financing offerings from
Cisco CapitalSM or partner
• Opportunity to rationalize number of partners
managing the network
© 2010 Cisco Systems, Inc. All rights reserved. 4
04
Business Benefits
to Customers
Customer Business
Outcome
Greater ability to
manage business
risk in the network
Improve business
performance
Business Benefits
Achieved by These KTN Deliverables
• Reduced risk of network outages
• Maximize network availability and reduce mean time
• Identifying critical devices that are reaching or
• Identifying any security issues or possible
• Link technology goals to business goals
• More effective network architecture planning for
• Detailed view of Cisco and third party devices
• Analysis of current devices in the network,
business growth
• Accelerate time to market for the customer’s own services
• Optimization of network performance to meet business needs
• Quicker return of investment (ROI) through faster IT
infrastructure project deployment
Improved financial
management of
network assets
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have passed last date of support (LDoS)
to restoration
• Greater business confidence through improved
network intelligence
• Ability to measure cost vs business risk for entire network
• More effective mitigation of network threats
• Accelerate time to market for the customer’s own services
• Obtain smooth and timely access to Cisco support resources
• Improved network lifecycle management and planning
• Better asset management for taxation, accounting and
compliance
• Greater ability to budget for network expansion and
improvement
• Improved budget planning for other network expenditures
• Serves as an inventory management tool for internal
management reporting
• Reduce total cost of ownership (TCO) associated with
downtime and equipment maintenance
vulnerabilities in the network
• Identifying critical devices that are not covered
by service contracts and understanding risks
involved
• Detailed understanding of installed base
• Upgrading hardware and software
• Updating and correcting service contract
data which minimizes entitlement issues
including Cisco IOS Software release and
product lifecycle status
• Refreshing LDoS equipment
• Adopting new technologies quicker
• Offering a network view vs device view
• Identifying devices that are reaching or have
passed LDoS
• Complete asset register of Cisco devices, giving a
comprehensive network view
• Improved service contract management
• Refreshing LDoS equipment
• Identifying devices that are not covered by service
contracts and understanding risks involved
• Identifying host names, locations and IP
:addresses of devices
• Cisco IOS Software rationalization
© 2010 Cisco Systems, Inc. All rights reserved. 5
05
Targeting Customers
for Higher
Success Rate
Certain customer profiles and scenarios are excellent candidates
for KTN engagements.
8 Questions to Ask Your Customer
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Do you have multiple sites and
complex networks?
Are you expanding your business
and want to determine network
enhancements required to meet
your business growth?
Do you want to rationalize the
number of resellers you are dealing
with and determine which resellers
are providing support for which
devices?
02
Are you concerned about hidden
risks in your network?
03
Do you want to know what is in your
network inventory and take steps
to make sure your network devices
have adequate support coverage?
04
Do you want to perform a network
refresh or migrate to new technologies but do not have a baseline
inventory of current equipment?
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Are you going through mergers and
acquisitions and need to consolidate
or audit all the network assets for the
merging entities?
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Are you moving to a different location
and would like to obtain a detailed
inventory of your network equipment?
If the answer is “yes” to one or
more of the above questions, the
customer is more likely to be receptive to the value proposition of KTN.
KTN is a key enabler for them to
achieve these business objectives.
© 2010 Cisco Systems, Inc. All rights reserved. 6
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Changing the
Customer
Conversation
KTN has different value propositions for different roles in the customer organization.
When positioning KTN to customers, highlight the KTN values and benefits that are
most relevant to customer contacts at different levels in the company.
Role
Top Priorities
Value Proposition Focus
CIO
• Develop plans for optimizing the network
• Highlight the benefits KTN brings to their strategic
architecture to support business growth and
profitability
architecture planning
• KTN provides a detailed view of the current network
so they can make informed decisions about network
migration and adoption of new technologies
Financial decision-maker
• How to improve asset management and
• Position KTN as a useful process for better financial
Network manager
• Minimize risks in network downtime
• Assurance of ready access to technical
• Emphasize the value of KTN as a risk management
budget planning
support when needed
management, by helping them take stock of their
network assets
• Knowing what equipment is due for refresh or requires
service coverage also assists them in planning or
forecasting their IT spend
solution.
• KTN discovery enables them to identify risk areas in
the network and address them accordingly.
• KTN provides visibility to uncovered devices that need to
be placed under service contract. This helps to minimize
entitlement issues when customers contact the Cisco
Technical Assistance Centre (TAC) for support.
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© 2010 Cisco Systems, Inc. All rights reserved. 7
07
KTN Process
Figure 1. KTN Process
Pre-KTN
Assessment
Network Collection Tools
KTN
Assessment
Post-KTN
Assessment
Booking
Tracking
• Customer introduction
• Mutual agreement
• Pre-assessment
information exchange
• Partner training
(if applicable)
• Install network
collector
• Perform network
discovery
• Collected data sent
to Cisco for
validation
• Download inventory
report for analysis
• Review inventory
report
• Identify issues,
changes or actions
needed
• Determine and
develop action plan
• Explore options for
technology migration
or product refresh
• Identify actions for
support coverage
and contract updates
• Quoting
• Customer approval
• Ordering
• Create and/or update
service contracts
• Partner implements
required solutions
• Partner provides
services for regular
assessments and
network lifecycle
management
Partner, Customer
Partner, Cisco
Partner, Customer
Partner
Partner, Customer
1 week
3–4 weeks
Case by Case
Ongoing
1 week
Average six-week engagement (based on size and complexity)
•
About Cisco Discovery Services (CDS)
•
About Netformx Network Discovery (NND)
Process Phase
Description
•
Download NND
Pre-KTN Assessment
•
Download Cisco Network Asset Collector (CNAC)
• Introduce and position the business value of KTN to customers
• Perform network collection and analyze collected data
• Conduct business discussion with customer based on network inventory report analysis
• Process order and fulfill approved solution
• Use service offerings to provide regular network assessments and network lifecycle management
KTN Assessment
Post-KTN Assessment
Booking
Tracking
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© 2010 Cisco Systems, Inc. All rights reserved. 8
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KTN Deliverable:
Network Inventory
Report
A key deliverable of the KTN process is a network inventory report known as the
Actionable Network Snapshot Report (ANSR).
The ANSR provides a detailed view of validated network inventory data, including:
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Current service coverage
Uncovered equipment
Contract accuracy and correctness issues
Last date of support equipment
The ANSR categorizes this network data into
actionable tasks, enabling you to drive revenue
opportunities based on:
• Service renewal
• Equipment refresh
• Coverage of equipment without service
contracts
Figure 2. ANSR Views
Additional ANSR benefits include:
• Easy identification of issues related to inventory
management including duplicates, serial number
validation, installed base errors, and other
coverage issues
• Classification of items that could not be
validated during the process and instructions
for resolution
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© 2010 Cisco Systems, Inc. All rights reserved. 9
09
KTN Portal
The KTN Portal provides a central web-based location for you to:
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Learn more about KTN benefits
Access KTN process information
Implement each phase of the KTN process
Create and track KTN engagements and report requests
From creating a customer engagement to requesting and generating inventory reports, the KTN Portal gives
step-by-step guidance. This self-service web interface makes it quick and easy for you to manage the KTN
process yourselves.
The KTN Portal is currently available for authorized Cisco partners. Users are required to have a valid Cisco.com
username and password for authorized access.
Log in to the KTN Portal
Figure 3. KTN Portal Snapshot
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© 2010 Cisco Systems, Inc. All rights reserved. 10
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KTN
Implementation
Models
KTN engagements can be implemented through different models. Choose the approach that best suits your
business model, your relationship with Cisco and your resource capacity.
• Managed Services: for partners with Managed Services business practices
• Distributor: for indirect resellers
• Partner self-service: partners would use in-house resources
You can also take advantage of the Cisco Networking Academy CCNA® Volunteer Internship Program which
offers trained interns to perform network collection.*
* Please contact your local Cisco representative to check the availability of this program in your location.
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© 2010 Cisco Systems, Inc. All rights reserved. 11
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Handling Customer
Objections
3 Ways to Overcome Customer Objections
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Cisco is just using this to make us
spend more money.
With the current economic climate,
we do not have the funds and
budget to do a thorough network
assessment.
I don’t need to know which items in
my network are not covered under
a service contract. My in-house
technicians and engineers can
handle my network needs.
Response: A key objective of a
KTN engagement is to help you
understand your existing installed
base and any areas of operational
risk exposure within the network. The
risk exposure that KTN can identify
centre around equipment that is
obselete (LDoS) or not covered by
service contract.
It is ultimately up to you to determine
what course of action needs to be
taken to mitigate any identified risks.
The baseline knowledge can also
be used to help you plan how your
network will meet future business
needs. You, therefore, will only spend
money if you see value in doing so
and the visibility that KTN presents
can be used to support this informed
decision process.
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esponse: There is no charge to
R
implement a KTN network assessment. In fact, in the current economic
environment, KTN assists with your
financial planning by providing a
detailed view of your network inventory, so you can better manage
your assets for tax and accounting
purposes. KTN provides you with
information necessary to make
qualified business decisions about
managing its installed base. From a
customer’s perspective the cost is
the same whether they use KTN or
not to perform installed base management however the result will be
much more accurate with KTN.
Response: Without a Technical
Services contract, customers will not
have 24x7 access to Cisco technical experts, software downloads,
upgrades, and updates. Customers
may experience delays in getting
replacement parts and ultimately
spend more on downtime than
it would have cost for a service
contract. Cisco’s award-winning
Technical Assistance Center (TAC)
has a team of highly qualified Cisco
engineers offering stellar support to
Cisco customers.
© 2010 Cisco Systems, Inc. All rights reserved. 12
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Customer Q&A
6 Common Questions from Your Customer
03
Will the KTN network collection
process compromise our network
security?
hat happens to our network data
W
that Cisco analyzes to produce a
network inventory report?
Response: The KTN network collection process uses a strictly readonly application. It does not modify
any part of the network or change
any configuration details. The collected network data transmitted to
Cisco is encrypted.
Response: Data collected during the
course of a KTN engagement follows
all established global Cisco security
and privacy protocols as outlined
in the Cisco Systems Inc. Online
Privacy Statement.
02
• Cisco does not share collected
Will the KTN network collection
process affect our network
performance?
esponse: Only very small amounts
R
of data are being collected. The
network bandwidth used and network
traffic generated are negligible, so
the effect on network performance
is miniscule.
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• All network collection data is
01
In summary, this means:
data with any third party, unless
given prior written consent from the
Cisco reseller or end customer.
• All data is transmitted from the
network to Cisco using industry
standard encryption.
• All data is handled behind a Cisco
IT firewall, and is protected in the
same manner as all other business
critical Cisco data.
maintained on an internal Cisco
server with licensed virus protection software.
• Access to any network collection
data is limited solely to Cisco
account teams servicing the
reseller/customer and/or the
reseller leading the KTN engagement. Customers, of course, are
free to share their data with others
as they choose.
• During report processing,
access to the network collection
data is limited to Cisco employees
necessary to the creation of the
network inventory report. These
employees access the data strictly
through Cisco’s secure servers.
© 2010 Cisco Systems, Inc. All rights reserved. 13
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Customer Q&A
6 Common Questions from Your Customer (continued)
04
Is there a list of third-party vendors
and devices that the KTN network
collection process can report on?
Response: One of the current KTN
network collectors will discover
devices of all vendors as long
as they support Simple Network
Management Protocol (SNMP).
05
When third-party devices are
discovered, what information
is reported?
Response: The current KTN network
collector does not report on service
coverage, product security alerts
(PSIRTs) or field notices for thirdparty devices. End-of-life milestones
are provided for some third-party
devices, including those from Nortel
(now Avaya) and Juniper. With
most of the vendors, it will discover
information based on generic MIBs,
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such as IP and MAC addresses, and
system description. With entity MIB
supported equipment it will discover
cards, ports, etc. With Cisco and, to
some extent, Nortel, Juniper, and
HP (ProCurve), it will also discover
internal device configuration,
memory used, configuration files
(Cisco device only), and some other
data that is stored in the vendor
private MIBs.
06
pertains only to the contracts registered to their Cisco.com user ID.
If the network collection is done by
Partner A, the serial number product
ID, and item type of the devices
managed by Partner B are provided.
Service contract-related information is blocked and replaced with
“Other” when a device is covered by
a service contract not registered to
the partner’s Cisco.com user ID.
Will the KTN network collection
provide information on items
in the network that are supported
or managed by another Cisco
partner?
Response: To protect partner
proprietary information, Cisco has
implemented procedures so that
partners have visibility to information
in network inventory reports that
© 2010 Cisco Systems, Inc. All rights reserved. 14
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More Information
and Resources
For full details on how to implement Cisco’s Know the Network solution, please review
the following websites and resources.
KTN Customer Engagements
• KTN Business Value for Partners
• KTN Business Value for Customers
• KTN Customer Presentation
• Step by Step Guide to Conducting a KTN Engagement
• Find Sales Opportunities with KTN Network Inventory Reports
• VOD: KTN Value for Partners
KTN Portal
• KTN Portal
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VOD: KTN Portal Overview
Network Collection
• About Cisco Discovery Services (CDS)
•
•
•
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About Netformx Network Discovery (NND)
Download NND
Download Cisco Network Asset Collector (CNAC)
Information Required for Network Assessment
Contact Us
If you want to discuss further about KTN, contact the following parties.
Direct Partners: Contact your Cisco Partner Services Development Manager
Indirect Resellers: Contact your Cisco distributor
You can also send an email to ktn_apac@cisco.com
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© 2010 Cisco Systems, Inc. All rights reserved. 15
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco, CCNA, Cisco, Cisco IOS, the Cisco logo, and Cisco Systems are service marks, registered trademarks or trademarks of Cisco Systems, Inc. and/or its affiliates in the United States and certain other countries. (1005R)
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