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The Importance of Partners?

Feb, 17, 2020 Hi-network.com

This post was authored by CiscoSales Intern Alyssa Cuffie.

When I was in Middle School,I attended theater camp every summer.I just knew that I wanted to be an actress and was blessed that my parents had the ability to help me with that dream.And even though Ididn't always learn allmy lines, Ilearneda lot of lessonsthat I would take with methroughlife. 

One of our mottos was,"life skills through stage skills"-which meantthat every experience is a chance to learn something new and can be applied to other situations.This was alsoa mottoI could apply to my internship withGlobal PartnerMarketing(GPM)at Cisco. 

Over the course of my college career, I've been fortunate to have six different internships. And during those internships, my marketing rolesweremostly what you would expect;social media, website redesign, flyers,and the like. When I arrived at Cisco,it was clear that they were going to be different. 

Twelve interns were shuffled into a room (witheightmoreto come in the next fewweeks)-wewere allon different teams.For those of us who wereinthe samefunction, we were in differentteamswithin that. I had never seen anything like this before but, after being immersed in it fortwelve weeks, itall madesense.  

Cisco was helping us to build a collaborative environment from the start. 

I quickly learnedthat Cisco really cares about their constituents which enablesthem to create specializedfunctions (aka:large teams)for every aspect of the company.For example, there are fifteen different functions within marketing that are dedicatedto things like security, the customer experience, or Cisco's global partners (not to be confused with the teams for Cisco's regional partners).During my timeinternship, I learned so much about the importance of relationships for companies and how marketing translates into sales. 

In the same way that Cisco isvery intentional with every step they take with partners, I found it important to bring that into my everyday life. While I couldn't be in 15 places at once, I still worked to build genuine relationships with every person Imet andtried to make everyone feel heard and understood.Collaborating cross functionally and throughoutthe company is key. 

Being a global partner marketing (GPM) manager is one of those jobs that I didn't hear about in school, but I soon learned they are critical to the success of company relationships-  even though theymay not bevery visible externally. GPM managersmustbe highly collaborative, able to compromise, and critical thinkers. Projects can change quickly because there are so many stakeholders involved and it keeps them on their toes. Because of this, they're also very organized. 

As someone who is used toplanningfor tests and projects weeks in advance, with my whole semester laid out for me -I learned how to remain flexible and problem solve on the fly withmy team. I also received an inside look at how GPM managers develop and maintain their relationships and came to appreciate the fast pace and challenges that are presented daily. 

So why does Cisco care about their partners?   

Partnerships enable Cisco to make almost 85% of their revenue and these partnerships take on various forms. We market with, to, and through partner companies so that customers can have the best possible solutions available to them. This means that we have joint marketing campaignswithpartners to reach our customers, we share content with our partners to be passedthroughto the consumer, and we market toour partners themselves.   

As an intern, seeingthis manifestthroughout various partnershipshas been extremely interesting. Even forpartnerswho we typically compete with, we stillcollaborate and have in depth relationships. That's just Cisco's way. 

FormerCisco CEO, John Chambers, saidthat, "Like in marriage, we partner for life."  While that may be intimidating for some companies, Cisco has the longevity and commitment to follow through on this promise.Being able to see these relationships develop and grow, in real time, while I sat on partner meetings with companies around the world was eye opening.  

Partner marketing managers aren't only concerned with what our partners can dofor us, but also with howCisco can help them. Our partner's success is our own success.   

My summer at Cisco has not only made me a better intern, but also a better friend, sister, and student.Allthe lessonsI learned this summerare so easily transferable into myday-to-day life, and I knowthat my life skills through Global Partner Marketing will carry me far, professionally and otherwise. 

 

Want to become a Cisco intern? We're hiring. Apply now. 

 


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