c96 717457 01 3k 4500 Playbook V1a

2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential.
For Cisco Internal and Partner Use Only.

The increasing popularity of bring-your-own device (BYOD) deployments,
collaboration/video, and cloud applications is having a profound effect on networks.
Chief information officers (CIOs) are seeking to build on these trends to increase
productivity, enable superior employee collaboration, and improve business agility.
This guide is part of the Cisco Is Your Network Ready campaign and will help you
upsell Cisco Catalyst 3K-X and 4500E platforms while addressing the opportunities
arising from BYOD, collaboration/video, and cloud applications. All the Cisco Catalyst
3K-X and 4500E features mentioned in this document are differentiators. HP and
Juniper access switches do not have these features.
The Cisco Catalyst 2000 Series is a competitively priced, fixed-access switch platform
with a baseline feature set to help you compete in the low end of the switching portfolio.
Upselling to Cisco Catalyst 3K-X and 4500E Series increases differentiation and is a
win for all stakeholders:
Customers: Cisco Catalyst 3K-X and 4500E switches deliver value across the entire
lifecycle of BYOD, collaboration/video, and cloud applications and start at a price
only 20 percent higher than the starting price for the Cisco Catalyst 2000 Series.
Cisco Sales and partners: Sell more competitively by elevating the discussion
to whole life-cycle solutions that our competitors cannot match because they sell
on price and product specifications. This upsell will also give you superior account
control through differentiated capabilities in the Cisco Catalyst 3K-X and 4500E
platforms that HP access switches and Juniper EX-Series switches do not have.
Additionally, you can meet your quota faster by increasing the deal size.
This guide can also be used to promote customer migration from Catalyst 4500 non-E
platform to Catalyst 4500E platform with the same business and technology benefits.
Is Your Network Ready for Next-Generation
Services in the Campus?
Cisco Catalyst 3K-X and 4500E
Upsell Simplified
1 Next >
Why Upsell? Upsell Framework Step 1:
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Conclusion Appendix/Use
Cases
Appendix/Assets
and Offers
2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential. For Cisco Internal and Partner Use Only.
2 Next > < Previous
The upsell process has five steps:
1. Qualify the account by asking four simple questions.
2. Sell the value of Cisco Catalyst 3K-X and 4500E by explaining three unique value
features customized for each positive answer.
3. Showcase possibilities with a use case customized for each answer and specific
industry market segment.
4. Answer any objections from the customer or partner.
5. Select the equivalent SKU for Cisco Catalyst 3K-X and 4500E that maps to the
CiscoCatalyst 2000 Series and close the deal.
Why Upsell? Step 1:
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Upsell Framework
3 Next > < Previous
Cisco and partner account managers need to qualify the customers who are best
suited for this upsell. Identifying target customers for upsell is easy. Start by identifying
customers in enterprise (2500 or more employees) and upper commercial (1000 to
2500 employees) accounts who are seeking to buy campus access switches. Next,
if the customers answer positively to one or more of the following four questions, you
should position the Cisco Catalyst 3K-X and 4500E platforms as excellent solutions.
The process is that simple.
Question 1: Gartner says that by 2014, 90 percent of organizations will support
corporate applications on personal devices
1
. Are you planning to enable BYOD in
your company to increase productivity?
Question 2: Globally, business video conferencing traffic is forecast to grow six
fold between 2011 and 2016
2
. Are you planning to deploy collaboration and
video applications to provide superior employee collaboration, remote learning,
orcorporate communications?
Question 3: Gartner is forecasting that cloud computing will grow from US$68.3
billion in 2010 to US$148.8 billion in 2014
3
. Are you planning to implement
cloud-based applications such as virtual desktop infrastructure or SaaS to drive
cost savings and business agility?
Question 4: Is resilient access network infrastructure mission critical for
yourbusiness?
This same qualification process can also be followed to segment and qualify the
customers who can migrate from Catalyst 4500 non-E platform to 4500E platform.
1 http://www.gartner.com/it/page.jsp?id=1480514
2 Cisco VNI Global IP Traffic Forecast, May 2012: http://www.cisco.com/web/solutions/sp/vni/vni_forecast_
highlights/index.html
3 http://www.cisco.com/en/US/solutions/collateral/ns340/ns414/ns859/white_paper_c11-654649.html
Why Upsell? Upsell Framework Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Step 1:
Qualification
4 Next > < Previous
You can choose from one or more of the value propositions described here to continue
the discussion on the basis of the positive responses to the qualification questions.
Additionally, the primary industry market segments that are targets for this upsell are
education, financial services, and healthcare. Call centers in professional services such
as IT support are also great targets for Cisco Catalyst 3K-X and 4500E Series upsell.
Customer Says Yes to Question 1: Is Your Network Ready
forBYOD?
If the customer answers yes to the first question related to BYOD, explain the benefits
that the Cisco Catalyst 3K-X and 4500E bring to BYOD. Focus on simplicity and value
across the entire BYOD lifecycle for successful upselling as described here. Even if the
customer has 1000 employees, remind the customer that each user could be using
three wireless devices: a smartphone, a tablet, and a laptop. With three devices per
user, the customer would need to support 3000 devices and therefore would need an
enterprise-class network.
Cisco Catalyst 3K-X and 4500E switches radically simplify and secure BYOD
deployments through the entire lifecycle, with features including automated on-
boarding of wireless and wired devices and centralized policy definition and end-to-
end policy enforcement.
The main message is simplification for BYOD.
Unlike other access switching platforms, the Cisco Catalyst 3K-X and 4500E can
simplify BYOD deployments across the entire lifecycle by:
Automatically identifying devices as they connect to the access switch (device
sensor feature)
Centralizing policy definition for access, authentication, etc. and linking security
policies to business policies with the Cisco Identity Service Engine (ISE)
Scaling personalized security policies throughout the network (security group tags
(SGT) function)
Cisco Catalyst 3K-X and 4500E switches have three main features that enable BYOD:
device sensor, tight integration with Cisco ISE, and SGTs. You can find a simplified
description of each feature in Technology Postcards available with this guide.
Additionally, Cisco Catalyst 3K-X and 4500E switches, when combined with Cisco ISE
and the Cisco Prime
platform, transparently converge disparate wired and wireless

networks into a single network, thereby enabling one policy, one management, and one
network for wired and wireless deployments.
You can reinforce the BYOD message further by describing a use case so that the
customer can visualize the benefits of the Cisco Catalyst 3K-X and 4500E in his own
environment. More important, the use case will showcase the possibilities to the
customer. Here is an example of a use case in the education market segment. For
additional use cases in the financial services and healthcare market segments, please
refer to the appendix of this document.
A university in Seoul wants to help ensure that lecture materials are available campus-
wide on multiple devices for student use. Students use their own laptops, tablets, and
e-readers to download lecture materials, sometimes on more than one device.
Identify: The device sensor feature integrated into Cisco Catalyst 3K-X and 4500E
switches automatically identifies the devices connecting to the switches, including
laptops, IP phones, wireless access points, printers, and video conferencing units.
Device sensors send the profile information to Cisco ISE. Cisco ISE in concert with
the device sensor feature can profile students laptops, tablets, and e-readers. Cisco
ISE can then automatically apply appropriate security policies such as authentication,
VLAN assignment, and blocking of compromised endpoints. After a students
device is properly authenticated, the student can download the lecture materials.
Additionally, Cisco ISE automatically places all the network printers in one VLAN
so that the printers are restricted to devices on the campus intranet; the printers
are not available over the Internet. Trigger question: Are you seeking to automate
identification and on-boarding of devices connected to switches?
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
5 Next > < Previous
Centralize policy: A centrally deployed Cisco ISE server can grant access based on
role student, teacher, or visitor and use this same access policy with multiple
devices. A student repairing a laptop can continue to download course materials by
tablet without calling university IT services, since access is based on role. Trigger
question: Do you spend a lot of time defining and managing security policies
across different types of devices and for different types of employee roles?
Enforce: A university professor and the professors post-doctorate students are
working on a classified research project for the U.S. Defense Advanced Research
Projects Agency (DARPA). They want to restrict access to the DARPA project files.
Cisco Catalyst 3K-X and 4500E switches automatically tag all incoming traffic with
user-identity information through the SGT feature. After the incoming traffic is tagged
with user identity information, IT staff uses group-based control lists to allow all
students access to lecture materials. IT staff also restricts access to the server that
is hosting DARPA project files to the team that is working on the project. No other
students are able to access the files for DARPA projects. Without SGTs, IT staff would
need to manually update access control lists (ACLs) on multiple switches in different
parts of the network: access, distribution, and core layers. Additionally, IT staff
would need to do this for each student individually. Also, as students move between
university campuses or change the types of devices they use for access, SGTs
automatically identify them appropriately and give them the right level of access. The
SGT function enables and enforces automated access to the appropriate databases
regardless of the access device. Trigger question: Are you interested in providing
role-based network access to customers, partners and employees?
HP access switches and Juniper EX-Series access switches do not offer device
recognition with a device sensor, tightly integrated centralized policy across wired and
wireless networks with Cisco ISE, or role-based access control with the SGT function.
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
6 Next > < Previous
Customer Says Yes to Question 2: Is Your Network Ready for
Collaboration and Video?
If the customer answers yes to the second question related to collaboration and video
deployment, you can explain the Cisco Catalyst 3K-X and 4500E value proposition for
collaboration and video. Focus on added value across the entire lifecycle of the video
deployment for successful upselling as described here.
Cisco Catalyst 3K-X and 4500E are industry-leading access switches that add value
across the entire lifecycle of a collaboration/video deployment assessment,
troubleshooting and monitoring delivering high-performance video solutions for
collaboration, remote learning, and corporate communications.
The main message is adding value across the entire lifecycle of a collaboration and
video deployment from assessment to monitoring.
Unlike other access switching platforms, the Cisco Catalyst 3K-X and 4500E can:
Assess network readiness for video by simulating video traffic with built-in IP
service-level agreement video operation (SLA VO) tools even before customers
deploy video
Help ensure a consistent, high-quality video experience with automated hop-by-
hop troubleshooting with Cisco Mediatrace technology
Adapt the network to changing traffic patterns by monitoring per-flow and per-hop
flow metrics such as packet loss and network jitter with performance monitoring tools
Cisco Catalyst 3K-X and 4500E switches have three main capabilities that enable
video: IP SLA VO, Cisco Mediatrace, and performance monitoring. Please refer to
Technology Postcards for a simplified description of each of these features.
Cisco Flexible NetFlow can also be used to provide a superior user experience for
video deployments through improved capacity planning.
After you have explained the Cisco Catalyst 3K-X and 4500E value proposition for
video, you can amplify the possibilities by guiding the customer through a use case.
Thefollowing is a use case in the financial services market segment. Please refer to
theappendix for additional use cases in the education and healthcare market segments.
A global bank is expanding its video conferencing infrastructure.
Assess: IT administrator can test video performance between the San Francisco and
Shanghai offices with the IP SLA VO feature integrated into Cisco Catalyst 3K-X and
4500E switches even before deploying any video equipment. Without IP SLA VO,
the network administrator would need to buy traffic generators and travel from the
administrators lab in London to San Francisco and Shanghai to install the equipment.
After the traffic generators are installed, the administrator can simulate video traffic
between San Francisco and Shanghai to assess network readiness. With IP SLA VO
feature, the IT manager can simulate video conferencing calls on the network by
injecting synthetic traffic between the access switches deployed in San Francisco
and Shanghai all without the need for the administrator to leave the London lab.
The administrator also does not need to buy and install expensive traffic generators.
With IP SLA VO, IT staff can help ensure that network infrastructure requirements
are accurately understood before the organization commits to the project. Trigger
question: Are you interested in simulating video traffic before deployment without
buying any additional equipment apart from your switch?
Ensure: After successful deployment, the Shanghai branch office experiences a loss of
video quality before the chief executive officers (CEOs) video broadcast. The network
administrator uses the Cisco Mediatrace capabilities integrated into Cisco Catalyst
3K-X and 4500E switches to automatically collect video flow metrics such as jitter,
latency and processor memory utilization at each node along the path San Francisco,
New York, Zurich, and Shanghai all without leaving the London lab. The administrator
uses this hop-by-hop, automated troubleshooting capability to quickly resolve the
problems and maintain high-quality video performance for the CEOs broadcast.
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
7 Next > < Previous
Cisco Mediatrace can be used for troubleshooting any User Datagram Protocol
(UDP)based flow, not just video flows. Trigger question: Do you spend a lot of time
and resources to manually troubleshoot video quality issues?
Monitor: The network administrator proactively views and manages detailed flow
metrics such as network jitter, latency and packet loss remotely with performance
monitoring. The administrator collects reports from each site San Francisco,
New York, Zurich, and Shanghai all from one central location in London. The
administrator uses the reports to identify and resolve potential problems before they
occur by analyzing the trend data. The administrator is able to help ensure a superior
user experience by proactively understanding the video performance segmented
by application and location. Trigger question: Will automated monitoring tools help
you better manage video and collaboration deployments?
HP access switches and Juniper EX-Series access switches do not offer IP SLA VO,
Cisco Mediatrace, or performance monitoring.
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
8 Next > < Previous
Customer Says Yes to Question 3: Is Your Network Ready for
Cloud / Virtualization?
If the customer answers yes to the third question, start by explaining the benefits that
the Cisco Catalyst 3K-X and 4500E switches deliver for cloud-based applications.
Focus on security, superior user experience, and resiliency to increase upsell
opportunities as described here.
Cisco Catalyst 3K-X and 4500E switches secure cloud-based applications while
delivering a superior user experience on a highly resilient infrastructure.
The main messages are securing cloud applications and providing superior
userexperience.
Unlike other access switches, the Cisco Catalyst 3K-X and 4500E can:
Secure cloud-based applications through scalable enforcement of personalized
security policies (SGTs) and automatic identification of devices connecting to the
access switch (device sensor): Examples of devices that the devise sensor can
identify are wireless access points, printers, IP phones, and video endpoints. After
the devices are identified automatically, Cisco ISE can apply policies automatically,
including authentication, VLAN assignment, and blocking of compromised endpoints.
Enable a superior user experience by monitoring customized traffic patterns to
detect anomalies and improve capacity planning (Cisco Flexible NetFlow).
Deliver an always-on user experience with comprehensive high-availability
capabilities, including power resiliency (Cisco StackPower technology: Cisco
Catalyst 3750-X)
Enable new applications by delivering 60-watt (W) Power over Ethernet (PoE),
with Cisco Universal PoE (UPOE), to a wide range of devices, a capability that was
previously not possible with 15W PoE or 30W PoE+: Cisco UPOE can deliver resilient
network power to virtual desktop infrastructure (VDI) terminals, IP turrets for financial
trading, personal telepresence devices, compact switches, LED lights, and more. All
these devices require more than the 30W that PoE+ delivers.
Cisco Catalyst 3K-X and 4500E switches deliver five main features for cloud
deployments: SGTs, device sensor, Cisco Flexible NetFlow, Cisco StackPower
technology, and Cisco UPOE. Please refer to Technology Postcards for simplified
descriptions of these features.
Next, guide the customer through the IT help desk call center use case that follows
to make sure that the customer understands the value of the Cisco Catalyst 3K-X and
4500E switches in real-world scenarios. Additional use cases for the financial services
and healthcare market segments are available in the appendix.
A call center for a global technical support company located in New Delhi is deploying
a private cloud-based customer relationship management (CRM) solution on virtual
desktop terminals.
Provide security: Management wants to restrict access to corporate resources so
that employees have access only to the databases that are relevant to their jobs.
For example, management wants to make sure that front-line customer service
representatives are allowed access only to marketing and technical information, while
supervisors have access to marketing, technical, and financial information. Without
SGT, IT staff would need to define access privileges for users manually by creating
ACLs in multiple switches in different parts of the network: access, distribution, and
core layers. Because employee turnover is high, IT staff finds it is cumbersome and
time consuming to update all the ACLs as employees leave.
However, with the SGT feature, the Cisco Catalyst 3K-X and 4500E switches
automatically tag incoming traffic from virtual desktops with user identity information.
IT staff then sets up group-based access to appropriate resources based on
employee roles. This way, customer service representatives are allowed access
to marketing and technical databases, but not to the financial database. Similarly,
supervisors are allowed access to marketing, technical, and financial data so that
they are better equipped to handle customer escalations. Updating access privileges
when employees leave or change roles within the company becomes easy because
access is now tied to employee roles, and not to ports.
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
9 Next > < Previous
All these features are enabled by the SGT function in the Cisco Catalyst 3K-X and
4500E switches. The SGT function increases the IT departments productivity because
it eliminates the need to set up an ACL for each employee, one by one, on multiple
network nodes. Instead, it uses user-identify information to enable group-based
access to the right databases quickly. Employees get automated access to the right
resources based on their roles. Trigger question: Are you interested in providing
role-based network access to customers, partners and employees?
Provide an optimal user experience: Capacity planning is critical for a VDI-based
CRM implementation. IT staff tracks cloud traffic flows during a program pilot to
establish bandwidth use baseline by using Cisco Flexible NetFlow for detailed and
custom flow identification by user and application type, with detailed information
about each flow such as packet and byte counts and flow time stamps. This
information helps IT establish that the data center has sufficient bandwidth for an
optimal user experience for the organization-wide CRM rollout. Trigger question: Do
you need tools to characterize network resources used by applications to enable
better capacity planning?
Help ensure power resiliency: Cisco UPOE can power a whole new range of
devices over the network that previously could not be powered with PoE or PoE+.
For example, with 60W per port delivered by Cisco UPOE, customers can power VDI
terminals, IP turrets for financial trading, compact switches, personal telepresence
devices, and more. IT staff at the call center has powered the VDI terminals over
Cisco UPOE available on Cisco Catalyst 4500E switches. The uninterruptable
power supply (UPS) in the wiring closet provides backup power to the switches.
CRM applications and soft phones on VDI terminals are preserved during a power
outage because IT staff has prioritized network power delivery through UPOE in the
event of a power outage. Real-time interaction with customers is preserved without
interruption during a power outage. Trigger question: Are you seeking to deliver
power resiliency to a wide range of devices connected to switches?
HP access switches and Juniper EX-Series access switches do not offer features such
as SGTs, a device sensor, Cisco Flexible NetFlow, or Cisco UPOE (60W PoE per port).
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
10 Next > < Previous
Customer Says Yes to Question 4: Is Resilient Access
Infrastructure Mission Critical for Your Business?
If the customer answers yes to the fourth question about resilient access infrastructure,
you can highlight the high-availability capabilities of the Cisco Catalyst 3K-X and 4500E
as described here. The value proposition for high availability may also be useful as a
supporting benefit during your BYOD, collaboration/video or cloud conversations with
the customer. Because so many devices are connecting to the access layer, a large
number of users can experience downtime if the access layer is not highly resilient.
Focus on enabling a superior user experience for successful upselling.
Cisco Catalyst 3K-X and 4500E switches enable a superior user experience through
category-leading capabilities for high availability.
The main message is superior user experience.
Unlike other access switches, Cisco Catalyst 3K-X and 4500E switches enable
best-in-class high availability by:
Reducing planned downtime for software upgrades (In Service Software Upgrade
[ISSU]: Cisco Catalyst 4500E)
Reducing unplanned downtime
- Eliminate standalone redundant power systems with a zero-touch redundant
power solution (Cisco StackPower technology: Cisco Catalyst 3750-X).
- Deliver resilient network power at lower cost to a wide range of endpoints that
have power requirements greater than that supported by PoE (15W) and PoE+
(30W), such as VDI terminals, IP turrets for financial trading, nurse call systems,
compact switches, and LED lights with Cisco UPOE (60W PoE).
Cisco Catalyst 3K-X and 4500E switches have three main capabilities for resiliency:
ISSU, Cisco StackPower technology, and Cisco UPOE. Please refer to Technology
Postcards for simplified descriptions of these features.
Next, share a financial services use case to illustrate the possibilities of the high-
availability features of the Cisco Catalyst 3K-X and 4500E.
A financial services company in London that deals with securities is upgrading the access
infrastructure to support business growth. The cost of downtime is measured in millions of
dollars per second. IT staff wants to help ensure the highest levels of resiliency possible.
Simplify software upgrades: IT staff has deployed Cisco Catalyst 4500E switches in
the part of the network that interfaces with the companys customers. IT needs to apply
a critical security patch to the operating system during business hours. IT staff upgrades
the software on the Cisco Catalyst 4500E switches without any planned downtime,
using the ISSU capability on the Cisco Catalyst 4500E to upgrade the software on
the supervisors while the switches are running. Trigger question: Are you seeking to
minimize planned downtime during software upgrades?
Provide redundant power system: IT staff has enabled Cisco StackPower technology in
their stacks of Cisco Catalyst 3750-X switches. Cisco StackPower technology pools all
the power supplies in a stack of switches and makes them available to each member of
the stack. Without Cisco StackPower technology, IT would need to deploy a redundant
power supply in each switch in the stack. With Cisco StackPower technology, IT does
not need to deploy a redundant power supply in each switch. Instead, IT can deploy
one additional power supply in one switch in the stack, and the entire stack gets
redundant power. Cisco StackPower technology makes the additional power supply
available to every member of the stack. With Cisco StackPower technology, IT staff also
can redirect the additional power from each switch to PoE-powered IP phones without
having to worry about which switch has the additional power. Trigger question: Are you
seeking to simplify the deployment of redundant power in fixed switches?
Provide resilient network power: IT staff is powering IP turrets used by traders over Cisco
UPOE available on the Cisco Catalyst 4500E. Prior to using Cisco UPOE, IT had to deploy
UPS backup power with each IP turret. With Cisco UPOE, IT can consolidate UPS backup
in the wiring closet, leading to lower costs and simpler maintenance procedures. The
UPS in the wiring closet provides backup power to the switch. The traders can continue
placing trades during a power outage because IT staff has prioritized network power
delivery through Cisco UPOE in the event of a power outage. Trigger question: Are you
seeking to deliver power resiliency to a wide range of devices connected to switches?
HP access switches and Juniper EX-Series access switches do not offer capabilities
similar to Cisco StackPower technology, ISSU, or Cisco UPOE.
Qualification
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Steps 2 and 3:
Value Selling and
Use Cases
Use Table 1 to respond to objections that customers or partners may bring up during your discussions.
Table 1. Objection Handling
Objection Response
Customers
I do not see the value of the Cisco Catalyst 3K-X and
4500E over the Cisco Catalyst 2000 Series.
The Cisco Catalyst 2000 Series is a great entry-level fixed access switch. However, if you are seeking to deploy BYOD, collaboration/video
or cloud applications, or if you require very high resiliency, the Cisco Catalyst 3K-X and 4500E deliver value across the entire lifecycle for
these services that are unmatched by any other access switch in the industry. For example, these platforms simplify BYOD deployments
by automatically identifying devices connecting to the switches through devices sensors, and automatically applying policies based on the
device and user identity using Cisco ISE. They also help create a resilient access infrastructure through exceptional capabilities such as
Cisco StackPower technology and ISSU.
The Cisco Catalyst 3K-X and 4500E switches are
priced too high.
The Cisco Catalyst 3K-X and 4500E enable strategic solutions to address your most pressing challenges related to BYOD, collaboration/
video and cloud applications. You will also benefit from multiple features integrated into the Cisco Catalyst 3K-X and 4500E that require
additional expenditure for the Cisco Catalyst 2000 Series. Deep application visibility and control through Cisco Flexible NetFlow and traffic
simulation through IP SLA VO are just two examples of capabilities that are available in the Cisco Catalyst 3K-X and 4500E but not in the
Cisco Catalyst 2000 Series.
Even if you do not want to deploy BYOD, video, or cloud services now, you can prepare your infrastructure for them by choosing the Cisco
Catalyst 3K-X and 4500E, which will allow you to deploy BYOD, video, and cloud services in the future without a major equipment upgrade.
Your competitors are offering lower-priced solutions. The Cisco Catalyst 2000 Series is a lower-priced, entry-level fixed access switch. However, upselling from the Cisco Catalyst 2000 Series
to the Cisco Catalyst 3K-X and 4500E Series offers superior value. Cisco Catalyst 3K-X and 4500E switches enable complete lifecycle
solutions for BYOD, video, and cloud applications that our competitors cannot match. Even if you do not want to deploy BYOD, video,
or cloud services now, you can prepare your infrastructure by choosing the Cisco Catalyst 3K-X and 4500E, which will allow you to deploy
BYOD, video, and cloud services in the future without a major equipment upgrade.
Additionally, our competitors may have a lower acquisition price. However, acquisition price is just a small part of the overall cost. Up to
70% of the cost of network infrastructure is dictated by operating costs, and our competitors cannot match the built-in intelligence of Cisco
Catalyst access platforms that helps lower operating costs. In fact, a recent study found that Cisco Catalyst access platforms such as the
Cisco Catalyst 3750-X, deliver up to 14% lower total cost of ownership (TCO) compared to other switches.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Step 4: Handling
Objections
Objection Response
Partners
I do not know how to upsell the value of the Cisco
Catalyst 3K-X and 4500E over the Cisco Catalyst 2000
Series.
The Cisco Catalyst 2000 Series is a great entry-level fixed access switch. However, if your customers are seeking to deploy BYOD,
collaboration/video or cloud applications, or if they consider resilient network infrastructure to be mission critical, the Cisco Catalyst 3K-X
and 4500E deliver unique capabilities unmatched by any other access switch in the industry.
Start by asking the customers if they are seeking to deploy BYOD, video, or cloud applications. If they are deploying one of these, explain
the features and benefits of Cisco Catalyst 3K-X and 4500E switches that address BYOD, collaboration, and video and cloud applications.
Refer to the value propositions described in this document. Additionally, guide the customers through a use case in their specific industry
market segment.
There is too much pricing pressure from my
customers. I cannot position the Cisco Catalyst 3K-X
and 4500E switches.
If you are competing on price alone, you may be missing an opportunity to differentiate yourself. Try to redirect the conversation with your
customer to value. Ask the customers questions related to BYOD, video, and cloud applications. On the basis of their answers, you can
position the Cisco Catalyst 3K-X and 4500E switches. Refer to the value propositions described this document. You can also guide them
through a use case in their specific industry market segment.
The sales cycle is longer with the Cisco Catalyst 3K-X
and 4500E; therefore, I am better off selling the Cisco
Catalyst 2000 Series.
Including the Cisco Catalyst 3K-X and 4500E in your campus access deals will help increase your deal size and block the competition
because the competitors do not have the features offered by these switches. The differentiated capabilities of these platforms that address
the biggest trends in the campus (BYOD, video, and cloud services) will help you beat the competition and provide superior account
control.
Fear, Uncertainty, and Doubt (FUD) from Competitors
Customers do not need all the features that Cisco
includes in its switches.
Customers value the innovation Cisco is delivering in Cisco Catalyst 3K-X and 4500E as evidenced by the fact that these switches are
among the worlds most widely deployed campus access switching platforms in their respective segments. The need is to explain these
features and show the possibilities with use cases.
Wired switches should be dumb boxes. Customers tell us that both wired and wireless networks need built-in intelligence to address their challenges. For example, customers
value the built-in BYOD capabilities of Cisco Catalyst wired access switches such as the device sensor for profiling devices connecting
to the switch and SGTs for scaling personalized security policies throughout the network. Similarly, Cisco Mediatrace helps troubleshoot
video and other flows hop by hop to enable a superior user experience. Cisco Catalyst SmartOperations helps ease deployment while
accelerating troubleshooting. Further, the built-in intelligence of Cisco Catalyst 3K-X and 4500E switches is helping deliver unified access
for wired and wireless networks: customers get one policy, one management, and one network for wired, wireless, and VPN deployments.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Step 4: Handling
Objections
Use the upsell SKU mappings in Tables 2, 3, and 4 to help guide customers from the Cisco Catalyst 2000 Series to the Cisco Catalyst 3K-X and 4500E. The Cisco Catalyst
3750-X is targeted at customers who prefer stackable switches, whereas the Cisco Catalyst 4500E is excellent for customers who prefer a chassis-based modular solution.
Table 2. Fixed-Switches Upsell Map for Resiliency: Cisco StackPower Technology with LAN Base on Cisco Catalyst 3K-X
Uplinks Power over Ethernet Model Cisco Catalyst 2960S Cisco Catalyst 3560-X
with LAN Base
Cisco Catalyst 3750-X
with LAN Base
Gigabit Ethernet uplinks Non-PoE
PoE and PoE+
24 ports
48 ports
24 ports
48 ports
Full PoE
WS-C2960S-24TS-L
WS-C2960S-48TS-L
WS-C2960S-24PS-L
WS-C2960S-48LPS-L
WS-C2960S-48FPS-L
WS-C3560X-24T-L
WS-C3560X-48T-L
WS- C3560X-24P-L
WS-C3560X-48P-L
WS-C3560X-48PF-L
WS-C3750X-24T-L
WS-C3750X-48T-L
WS-C3750X-24P-L
WS-C3750X-48P-L
WS-C3750X-48PF-L
10-Gbps uplinks Non-PoE
PoE and PoE+
24 ports
48 ports
24 ports
48 ports
Full PoE
WS-C2960S-24TD-L
WS-C2960S-48TD-L
WS-C2960S-24PD-L
WS-C2960S-48LPD-L
WS-C2960S-48FPD-L
WS-C3560X-24T-L
WS-C3560X-48T-L
WS-C3560X-24P-L
WS-C3560X-48P-L
WS-C3560X-48PF-L
WS-C3750X-24T-L
WS-C3750X-48T-L
WS-C3750X-24P-L
WS-C3750X-48P-L
WS-C3750X-48PF-L
Table 3. Fixed Switches Upsell Map for BYOD, Video, Cloud, and Resiliency: IP Base Software on Cisco Catalyst 3K-X
Uplinks Power over Ethernet Model Cisco Catalyst 2960S Cisco Catalyst 3560-X
with LAN Base
Cisco Catalyst 3750-X
with LAN Base
Gigabit Ethernet uplinks Non-PoE
PoE and PoE+
24 ports
48 ports
24 ports
48 ports
Full PoE
WS-C2960S-24TS-L
WS-C2960S-48TS-L
WS-C2960S-24PS-L
WS-C2960S-48LPS-L
WS-C2960S-48FPS-L
WS-C3560X-24T-S
WS-C3560X-48T-S
WS-C3560X-24P-S
WS-C3560X-48P-S
WS-C3560X-48PF-S
WS-C3750X-24T-S
WS-C3750X-48T-S
WS-C3750X-24P-S
WS-C3750X-48P-S
WS-C3750X-48PF-S
10-Gbps uplinks Non-PoE
PoE and PoE+
24 ports
48 ports
24 ports
48 ports
Full PoE
WS-C2960S-24TD-L
WS-C2960S-48TD-L
WS-C2960S-24PD-L
WS-C2960S-48LPD-L
WS-C2960S-48FPD-L
WS-C3560X-24T-S
WS-C3560X-48T-S
WS-C3560X-24P-S
WS-C3560X-48P-S
WS-C3560X-48PF-S
WS-C3750X-24T-S
WS-C3750X-48T-S
WS-C3750X-24P-S
WS-C3750X-48P-S
WS-C3750X-48PF-S
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Cases
Appendix/Assets
and Offers
Step 5: SKU
Mapping
Table 4. Modular (Chassis-Based) Switches Upsell Map: Recommended When Port Density Exceeds 96 Ports per Closet
Uplinks Cisco Catalyst 2960S Cisco Catalyst 4500E LAN Base Bundle
SKU (Redundant Configuration)
Gigabit Ethernet uplinks PoE and PoE+ (96 ports)
Full PoE (96 ports)
WS-C2960S-48LPS-L
WS-C2960S-48FPS-L
WS-C4507RE+96V+
WS-C4507RE+96V+
10-Gbps uplinks PoE and PoE+ (96 ports)
Full PoE (96 ports)
WS-C2960S-48LPD-L
WS-C2960S-48FPD-L
WS-C4507RE+96V+
WS-C4507RE+96V+
Tolls to increase your deal size Note: 10 Gbps in the Cisco Catalyst 4500E is at the same price as 1 Gbps.
Use these upgrades to increase your deal size with Cisco unique differentiators:
Cisco UPOE upgrades: C4500E-S7-UPOE (7-slot) and C4500E-S6-UPOE (6-slot); list price = US$3000
IP Base upgrade: C4500E-LB-IPB; list price = US$9995
Enterprise Services upgrade: C4500E-LB-ES; list price = US$19,995
Cisco Catalyst 3K-X and 4500E switches are ideal access switching platforms to address the biggest trends impacting campus networks BYOD, collaboration/video and cloud
applications. Use the Is Your Network Ready methodology outlined in this guide to target appropriate customers for upselling Cisco Catalyst 3K-X and 4500E Series switches.
Please refer to the appendix of this document for more information on additional use cases segmented by vertical markets, product bundles and partner incentives.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Appendix/Use
Cases
Appendix/Assets
and Offers
Step 5: SKU
Mapping
Conclusion
Additional Use Cases
BYOD Use Case 1: Financial Services
A financial services company in Sao Paulo and Rio de Janeiro has employees bringing
their personal tablets into the workplace. Management wants to improve productivity by
enabling access from an employees preferred personal device. To meet management
requirements, the companys IT staff must enable high-speed Wi-Fi for email and
selected applications in a secure way.
Identify: The device sensor feature on the Cisco Catalyst 3K-X and 4500E switches
and Cisco ISE work together to identify and profile tablets and laptops for role-based
network access. The device sensor can also identify additional devices such as printers,
IP phones, wireless access points, and video conferencing endpoints. The device
sensor sends the device profiling information to Cisco ISE, which automatically applies
predefined, business-relevant policies such as authentication, VLAN assignment, and
blocking of compromised endpoints. The device sensor feature works with Cisco ISE to
authenticate the various types of devices used by employees: personal tablets, personal
smartphones, network printers, and company-issued laptops.
Cisco ISE automatically places all company-issued laptop computers in a VLAN,
allowing access to email as well as the company intranet and other resources as
defined in corporate security policies. Without Cisco ISE, IT staff would need to
assign devices to VLANs manually across multiple network nodes, which is a time-
consuming and error-prone process.
Centralize policy: Users are granted the right level of network access based on their
role through centrally deployed Cisco ISE. IT staff creates one set of policies and
deploys it in both locations, Sao Paulo and Rio de Janeiro, which saves the staff time
and resources. Employees get a transparent access experience when they travel
from Sao Paulo to Rio de Janeiro or from Rio de Janeiro to Sao Paulo.
Enforce: IT staff wants to restrict access to corporate resources based on employee
roles to better protect the confidentiality of customer information.
For example, the staff wants to help ensure that internal sales employees have access to
the marketing database but not to the financial or human resources databases. Without
SGT technology, IT staff would need to enable access to the marketing database but
not to the financial and human resources databases by manually updating the ACLs in
multiple switches in different parts of the network: access, distribution, and core layers.
Further, the staff would need to do this for each employee in the internal sales team.
In the Cisco solution, the SGT function on the Cisco Catalyst 3K-X and 4500E
switches automatically tags traffic from employee devices based on the user location
and identity information. Next, the IT manager uses the group tags to easily set up
group-based access to the marketing records but not to the financial and human
resources databases. Additionally, as employees move between offices or change
the type of devices they use for access, the SGT function automatically identifies
them appropriately and gives them the right level of access. All these features
are enabled by the SGT function in the Cisco Catalyst 3K-X and 4500E switches.
SGTs provide automated access to appropriate records and enforce this access
throughout the network regardless of the access device.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Conclusion Appendix/Assets
and Offers
Appendix/Use
Cases
BYOD Use Case 2: Healthcare
A healthcare provider with hospitals in Sydney, Melbourne, and Brisbane wants to
enable its doctors to use tablets, laptops, and IP phones to access medical applications
and patient records, while enforcing corporate access policies.
Identify: The device sensor feature on the Cisco Catalyst 3K-X and 4500E switches
automatically identifies devices such as printers, wireless access points, laptops,
video conferencing equipment, and IP phones. The device sensor sends device
profile information to Cisco ISE, which automatically applies predefined, business-
relevant policies such as authentication, VLAN assignment, and the blocking of
compromised endpoints.
Cisco ISE automatically authenticates all types of devices used by the doctors and
nurses laptops, VDI terminals, smartphones, tablets, and nurse call systems from
anywhere in the campus, giving them the freedom to access patient records quickly
and efficiently. The device sensor helps scale the identification of devices connected
to the switches. Additionally, the device sensor feature works with Cisco ISE to
automatically place all nurse call systems on a VLAN and restricts access to doctors
and nurses, helping ensure authorized access to nurse call systems while providing
sufficient bandwidth for performance.
Centralize policy: A centrally deployed Cisco ISE server, through interaction with
the Cisco Catalyst 3K-X and 4500E switches, provides doctors with access to
appropriate records from healthcare providers. This same policy is used in all three
locations: Sydney, Melbourne, and Brisbane. The IT manager does not need to
define these policies individually in each city, thereby simplifying policy management
and saving time.
Enforce: A team of specialist doctors from Melbourne is visiting the hospital in
Sydney. The doctors want to review patient records using devices of their own
choice. Without SGT technology, IT staff would need to enable access to patient
records but not to financial and human resources databases by manually updating
ACLs in multiple switches in different parts of the network: access, distribution,
and core layers. Also, they would need to do this for each doctor in the team of
specialists.
Fortunately, the SGT function on the Cisco Catalyst 3K-X and 4500E switches
automatically tags traffic from the specialists devices based on their location and
user identity information. Next, the IT manager uses the group tags to easily set
up group-based access to patient records but not to the financial and human
resources databases. Now the team of specialist doctors can access any patient
record from anywhere in the campus. When the doctors move between offices or
from one device to another, SGT automatically identifies them and provides the right
level access to patient records. All these features are enabled by the SGT function
in the Cisco Catalyst 3K-X and 4500E switches. The SGT function increases the
IT departments productivity because it eliminates the need to set up ACLs for
each doctor, one by one, on multiple network nodes. Instead, it uses user-identify
information to enable group-based access to the right patient records quickly. The
SGT function also provides automated access to patient records without sacrificing
the specialists flexibility to move between locations and devices.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
and Offers
Appendix/Use
Cases
Collaboration Use Case 1
A medical center in Shanghai wants to connect to specialists in Hong Kong through a
video conference.
Assess: Using the IP SLA VO function integrated into the Cisco Catalyst 3K-X and
4500E switches, the IT administrator in Shanghai simulates video traffic between
Shanghai and Hong Kong without buying any additional equipment or traveling to
Hong Kong. Without IP SLA VO, the administrator would need to buy expensive
traffic generators and then travel to Shanghai and Hong Kong to install the equipment
before simulating the video traffic. Using video-traffic simulation with IP SLA VO, the
administrator verifies that a newly ordered Multiprotocol Label Switching (MPLS) line
can meet latency requirements for real-time video. The administrator then installs
Cisco Personal TelePresence System EX60 devices in Shanghai and Hong Kong and
powers them through Cisco UPOE, eliminating the need to install wall circuits for the
Cisco TelePresence devices, which accelerates deployment and lowers installation
costs. Cisco TelePresence devices cannot be powered over PoE or PoE+ because
these units need 60W of power, which is available only through Cisco UPOE.
Ensure: The network administrator uses the Cisco Mediatrace function of the
Cisco Catalyst 3K-X and 4500E switches to gather hop-by-hop statistics for video
flows such as jitter, latency and processor memory utilization between Hong Kong
and Shanghai as well as the intermediate hop in Taipei, all without the need for
the administrator to leave the office. The administrator tracks use over time for
trend analysis. As new doctors engage with the video conferencing program to
successfully diagnose patients, the administrator requests bandwidth upgrades from
the service provider. Cisco Mediatrace can be used to troubleshoot any UDP-based
flows, not just video.
Monitor: A backup file transfer that has been improperly prioritized causes
congestion on the path of video traffic. The performance monitor automatically
collects flow metrics such as packet loss, latency and network jitter and sends
an alert based on a preconfigured threshold to the network administrator. The
administrator takes remedial action proactively, before the video streams degrade in
quality, helping ensure that patient care is not interrupted.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
and Offers
Appendix/Use
Cases
Collaboration Use Case 2
A university in Moscow wants to upgrade video conferencing applications over existing
infrastructure to deliver remote lectures to students at its affiliate campuses in Saint
Petersburg and Vladivostok.
Assess: IT staff in Moscow uses the IP SLA VO function integrated into the Cisco
Catalyst 3K-X and 4500E switches to assess network readiness for video, all without
buying any new equipment such as expensive traffic generators or traveling to Saint
Petersburg and Vladivostok. Without IP SLA VO, the IT manager would need to
buy traffic generators; travel between Moscow, Saint Petersburg, and Vladivostok;
and install the equipment at all three locations before simulating video traffic. The
IP SLA VO feature in the Cisco Catalyst 3K-X and 4500E switches simulates video
traffic between Moscow, Saint Petersburg, and Vladivostok and confirms that the
infrastructure is ready for video traffic, eliminating the need to purchase additional
carrier lines.
Ensure: A video conference call between Moscow and Vladivostok experiences
degraded quality. The IT administrator uses Cisco Mediatrace to collect hop-by-hop
video flow statistics such as jitter, latency and processor memory utilization at all
network nodes Moscow, Saint Petersburg, and Vladivostok all without leaving the
office in Moscow. The Cisco Mediatrace function is integrated into the Cisco Catalyst
3K-X and 4500E switches. The administrator isolates the source of congestion to a
local LAN in Saint Petersburg. A student had installed a peer-to-peer application,
consuming high-priority bandwidth. The network administrator resolves the issue by
changing the quality-of-service (QoS) parameters of the peer-to-peer application.
Cisco Mediatrace can be used to troubleshoot any UDP-based flow, not just video.
Monitor: The IT administrator assesses video performance during peak-hour use
by collecting statistics such as packet loss, latency and network jitter with the
performance monitor function included in the Cisco Catalyst 3K-X and 4500E
switches. The administrator uses the reports to allocate video conference rooms
more effectively by managing reservations.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
and Offers
Appendix/Use
Cases
Cloud Use Case 1: Financial Services
A Tokyo-based financial company deploys a private cloud to host sensitive financial
information.
Provide security: The company wants to restrict access to financial data based on
employees roles. Without SGT, the IT staff would need to create access privileges
manually by creating ACLs in multiple switches in different parts of the network:
access, distribution, and core layers. With the SGT function, the Cisco Catalyst
3K-X and 4500E switches tag traffic coming from employees devices automatically
with their user identity and location. IT staff then sets up group-based access to
resources based on employee roles. For example, finance department employees
are given access to financial data, but no access to human resources data.
Employees in the sales and marketing departments are given access to the CRM
database, but no access to the financial and human resources databases.
When an employee changes jobs from finance to marketing, the employees
access is changed accordingly with a simple change to group-based access
policy. Additionally, as employees move between offices or change the types of
devices they use for access, SGT automatically identifies them appropriately and
gives them the right level of access. All these features are enabled by the SGT
function integrated into the Cisco Catalyst 3K-X and 4500E switches. SGT provides
automated, group-based enforcement of security policies across the entire network
regardless of the access devices being used by employees.
Provide an optimal user experience: IT staff tracks private cloud traffic flows using
custom flow identification with Cisco Flexible NetFlow, which is integrated into the
Cisco Catalyst 3K-X and 4500E switches. IT establishes a baseline by collecting
flow statistics such as destination addresses, TCP flags, and packet count. When an
infected laptop is connected to the network, Cisco Flexible NetFlow detects a large
spike in traffic from a particular port. Cisco IOS Embedded Event Manager, also
integrated into the Cisco Catalyst 3K-X and 4500E switches, sends an alert to the
network administrator, who shuts down the errant port and contacts the employee
with the infected laptop for further action.
The firewall and intrusion prevention systems are deployed at the network perimeter.
However, this attack originated inside the perimeter: the employee connected the
infected laptop to the network while inside the company building. Without Cisco
Flexible NetFlow, the security threat would have propagated to other devices. With
Cisco Flexible NetFlow, IT staff was able to detect the security threat in real time and
shut down the errant port to prevent the spread of the virus.
Help ensure high resiliency: Because the private cloud resources can be accessed
only through the network, IT staff wants to avoid downtime. ISSU on the Cisco
Catalyst 4500E switches enables IT to apply a critical security patch on the
supervisors while continuing to switch traffic. Without ISSU, IT staff would need to
schedule downtime.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
and Offers
Appendix/Use
Cases
Cloud Use Case 2: Healthcare
A healthcare provider in Paris implements a virtual desktop infrastructure solution to
improve the quality of healthcare. Thin-client deployments provide greater mobility for
staff moving frequently between work locations. This mobility needs to be combined
with highly available, role-based access to electronic health records.
Simplify and secure
- Simplify: IT staff delivers both data and power to VDI terminals over a single
Ethernet cable with Cisco UPOE available on the Cisco Catalyst 4500E. VDI
terminals cannot be powered by PoE+ because they need more than the 30W of
power that PoE+ can deliver. Cisco UPOE delivers 60W of power per port and can
power a wide range of devices that need more than the 30W delivered by PoE+,
such as VDI terminals, IP turrets for financial trading, compact switches, LED lights,
and nurse call systems. Powering the VDI terminals using Cisco UPOE eliminates
the need to install wall circuits, leading to lower costs and fasterdeployment.
- Secure: Management wants to restrict access to patient records and financial
data based on employee roles. The Cisco Catalyst 3K-X and 4500E switches
automatically tag traffic from VDI terminals with user-identity information using
the SGT function. IT staff then creates group-based access to appropriate patient
and financial records. For example, doctors are given access to patient health
records, but not to financial information. Billing administrators are given access
to financial information, but not to patient health records. Additionally, as doctors
and administrators move between offices or change the types of devices they
use for access, SGT automatically identifies them appropriately and gives them
the right level of access. All these features are enabled by the SGT function in the
Cisco Catalyst 3K-X and 4500E switches. The SGT function automates creation
and enforcement of access privileges based on employee roles. Without SGT, IT
staff would need to create access privileges manually for users across multiple
switches in different parts of the network: access, distribution, and core layers.
- Provide an optimal user experience: Doctors report that it is taking longer
to access patient records through VDI terminals during lunch hour. IT staff
uses Cisco Flexible NetFlow to track the volume of highly variable traffic flows
from virtualized clients by collecting flow statistics such as source addresses,
destination addresses, and packet counts. The staff learns that a large number
of employees are accessing recreational sites such as YouTube and Facebook
during the lunch hour, causing a suboptimal experience for doctors who are
trying to access patient records. IT staff assigns a lower priority to video traffic
coming from these recreational sites, thereby improving the overall experience for
doctors trying to access patient records.
- Help ensure high resiliency: High availability is required to help ensure always-
on access to virtual desktops hosted in the cloud. ISSU on the Cisco Catalyst
4500E switches allows IT staff to upgrade software while continuing to switch
traffic. IT can now apply a critical security patch without scheduling downtime
or interrupting users VDI sessions. IT staff has also enabled Cisco StackPower
technology on the Cisco Catalyst 3K-X switches. Cisco StackPower technology
pools all the power supplies in a stack of switches and makes them available
to each member of the stack. Without Cisco StackPower technology, IT would
need to deploy a redundant power supply in each switch in the stack. With Cisco
StackPower technology, IT does not need to deploy a redundant power supply in
each switch. Instead, IT can add an additional power supply to one switch in the
stack, and the entire stack gets redundant power. Cisco StackPower technology
makes that additional power supply available to every member of the stack.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
and Offers
Appendix/Use
Cases
Use the assets and offers listed here to complement your sales conversation
withcustomers.
At-A-Glance and Solution Brief Documents
Video-ready campus networks
Feature-to-product mapping of network services across Cisco Catalyst portfolio
Cisco UPOE VDI solution brief
Videos
Cisco unified access offers uncompromised user experience
Cisco unified access: One policy, one management, and one network
Cisco unified access enables BYOD
Video-ready network with Cisco Medianet
Simplified network security with Cisco secure group access
Simplify BYOD and Collaboration (Cisco Catalyst 3000-X and 4500E Switches help
you deploy and manage BYOD and collaboration)
Success Stories
Nagra-OpenTV relies on Cisco Catalyst 3750-X switches to deliver a secure and
multiscreen video user experience
Customer testimonials: Cisco UPOE powered solutions for VXI and more
Third-Party Reports and ROI Calculator
Gartner Magic Quadrant for unified access
Forrester Total Economic Impact of Cisco Catalyst access switches
Network World tests the completely refreshed Cisco Catalyst 4500E
Access switching ROI calculator (downloadable Microsoft Excel file)
Design Guides
Borderless campus design guide (Cisco Validated Design)
Smart business architecture borderless networks for midsize organizations
(foundation design overview)
Promotions, Bundles, and Ordering Guides
Cisco Catalyst 4500E promotional bundles: Up to 46% discount
Cisco EnergyWise
Fast-Start SKU License Program: With the purchase and use

of Cisco Catalyst 4500, 3750, and 3560 Series Switches, customers get limited
feature, no-cost Cisco EnergyWise management software license for use with one
of the following participating vendors: CA Technologies, JouleX, or Verdiem.
Cisco Capital

Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Cisco Services
Cisco Network Architecture Migration Services provide a phased migration plan
and implementation support specifically geared toward the business and network
needs of customers.
Cisco Technical Services
- Cisco SMARTnet Services facilitate rapid resolution of critical network problems
and improve operation efficiency through a combination of expert technical
support, flexible hardware coverage, OS updates, and smart, personalized
capabilities.
- A services upsell opportunity is available for Cisco SMARTnet Total Care.
- Partners can also use the Cisco Collaborative Technical Support offer: see either
Cisco Smart Care or Partner Support Services.
Cisco Collaborative Professional Services (CPS): Cisco CPS helps partners
expand their professional services practices by providing them with access to
Ciscoengineering expertise, smart services innovation, best practices, and
proprietary methodologies. Through these, partners can cost-effectively develop
and deliver high-value services to customers for planning, designing, and optimizing
Cisco technologies.
Cisco Smart Care Services helps you improve operation efficiency and design your
network architecture faster.
Partner Support Services make it easy for partners to expand their support
offerings.
Cisco OnPlus Service Simplifies the monitoring, management, and maintenance or
networks with 1,000 users or less for Cisco partners and IT Administrators
For partners who may need to access a specific capability or service from Cisco that
is not in the CPS portfolio, they have the choice of reselling fixed-scope Advanced
Services to fill the gap.
Collaborative Technical Support Services:
Smart Care: For partners in the process of developing a managed service
offering, Smart Care enables qualified partners to access Ciscos Global Support
Infrastructure and smart capabilities. Partners are responsible for L0-L1 support
cases.
Partner Support Service (PSS): For partners who have invested heavily in their
services practice PSS enables partners to take advantage of Ciscos Global Support
Infrastructure and smart capabilities. Partners are responsible for L0-L2 support
cases.
Cisco Brand Resale Technical Support Services
SMARTnet is for partners who want to offer their customers a Cisco-delivered
support service
Smart Net Total Care is for partners who to offer their customers a Cisco-delivered
support service with smart capabilities.
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers
Partner Profitability Programs
In addition to the customer promotions, Cisco offers a variety of opportunities for our partner community, helping make a positive impact on your profitability as well as that of your
customers. Table 5 provides information about these programs.
Table 5. Partner Profitability Programs and Capital Financing and Services
Cisco Funded Network Assessments Leading with partner professional services, Cisco Funded Network Assessments give you the opportunity to accelerate installed-
base network upgrades in commercial, enterprise, and public sector accounts by identifying opportunities for incremental network
hardware and software upgrades. This program positions partners as trusted advisers with the end customer.
Cisco Opportunity Incentive Program (OIP) Cisco OIP provides protection and promotional discount incentives to channel partners who actively identify, develop, and win new
business opportunities in the absence of Cisco sales force participation.
Cisco OIP offers an incremental discount to the first partner to register a qualified opportunity. This partner will be the only one with
the discount advantage for up to six months from the registration date.
Cisco Value Incentive Program (VIP) Cisco VIP rewards partners who have a comprehensive business practice focused on three major architectures (Cisco Collaboration,
Borderless Networks, and Virtualization). Participating partners receive a semiannual payment when they meet program requirements.
Cisco Technology Migration Program (TMP) Cisco TMP provides preapproved customer trade-in credits, effectively allowing partners to protect their profit margins. Additionally, it
promotes a discussion about technology migration strategy, helping keep old equipment off the gray market by using an established
global equipment returns process.
Cisco Capital Consider offering your customers the Payment Deferral Financing solution from Cisco Capital, a straightforward 3-month payment-
deferral program that makes Cisco technology affordable and quickly accessible, giving your customers more flexibility without their
having to wait for budget to become available. Also see Ten Good Reasons to Offer Financing to Your Customers.
Cisco Collaborative Professional Services (CPS) Cisco Collaborative Professional Services help partners expand their professional services practices by providing them with access to
Cisco engineering expertise, smart services innovation, best practices, and proprietary methodologies. Through these, partners can
cost-effectively develop and deliver to customers high-value services for planning, designing, and optimizing Cisco technologies.
23 < Previous
Cisco Confidential. For Cisco Internal and Partner Use Only.
2013 Cisco and/or its affiliates. All rights reserved. Cisco and the Cisco logo are trademarks or registered trademarks of Cisco and/or its affiliates in the U.S. and other countries. To view a list of Cisco trademarks, go to this URL: www.cisco.com/go/trademarks.
Third-party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company. (1110R) C96-717457-01 01/13
Qualification
Steps 2 and 3:
Value Selling and
Use Cases
Step 4: Handling
Objections
Step 5: SKU
Mapping
Cases
Appendix/Assets
and Offers

c96 717457 01 3k 4500 Playbook V1a

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

c96 717457 01 3k 4500 Playbook V1a

Uploaded by

Copyright:

Available Formats

2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential.

For Cisco Internal and Partner Use Only.

platform, transparently converge disparate wired and wireless

Fast-Start SKU License Program: With the purchase and use

Why Upsell? Upsell Framework Step 1:

You might also like