Complex solutions, protracted buying cycles and extended decision-making groups are just some of the challenges faced by technology sellers. However, as one of the world’s leading technology companies, Cisco recognises what it takes to help their sales partners overcome these challenges and help customers to understand the distinct advantages of Cisco solutions.
When Cisco approached The Rubicon Agency they had developed a programme to help internal teams and external partners to promote and sell their strategic and transformational architectures and solutions. Under the name ‘Black Belt’ Cisco wanted us to articulate the features and advantages of the programme to internal and external audiences while driving recruitment and adoption amongst Cisco sales partners.
In addition to up-skilling sales people, Cisco also wanted to convey its strategic leadership role in transformational architectures and solutions and promote awareness of Cisco as a customer-centric company and a highly committed partner.
From the outset, we knew that Black Belt needed a structured message matrix which could be applied to all marketing tools with flexibility for different audiences and a portal page. This required concise writing (including a new strapline) and a creative treatment that wouldn’t over-egg the Black Belt metaphor. To summarise Black Belt, we also created a comprehensive infographic for easy reference.