Cisco Systems this week is holding its seventh annual Partner Velocity marketing conference in Cannes, France.
And the tech giant wants to give its resellers actionable items, not just inspiring speeches that fade away once everyone returns to the office, executive said. To that point, Cisco is running its event with interactive workshops, "so partners can apply what's learned right away," said Sherri Liebo, Cisco's new vice president of global partner marketing.
That's because marketing has reached "a super inflection point," explained Karen Walker, senior vice president of marketing, thanks to social and digital media, and the reality that business buyers are acting more like consumer purchasers.
Only invited partners are attending the conference; Cisco does reserve its co-marketing efforts for larger partners, particularly those specializing in areas such as hosted collaboration. However, the company does offer different levels of marketing engagement for all of its partners.
"A concierge service would be a marketing professional at Cisco assigned to you," Walker said. "It does depend on the size of partner you are and the level of business you do with Cisco."
For those taking part in this week's Velocity, expect talks from speakers including Nora Denzel, Jeffrey Hayzlett and Matt McFayden, and an awards dinner featuring 20 winners. Award categories include excellence in marketing, business impact and creativity.