July 6, 2001

By Claudia Church

Recognizing the opportunity that exists within the new Internet Economy and the need for sustainable business models, Cisco Systems, Inc. recently introduced its new Channel Partner Program. The new program, announced on March 5, provides channel partners worldwide with the framework to succeed in the next market evolution of value-based business models and gain an edge on the competition.

Cisco focused its Channel Partner Program around four key market issues: helping partners focus on value-added services, enhancing technology-specific expertise, providing a balanced approach to technical staffing and improving customer satisfaction.

Select, Inc., a networking integrator and Cisco silver-certified partner, is already embracing the new program and realizing its benefits.

"We are very optimistic and excited by Cisco's new Channel Program," said Bob Norton, Vice President, Select, Inc. "The elements of Cisco's new program create an extraordinary opportunity for partners to develop the skills and professionalism needed to succeed." According to Norton, the program's success is due, in large part, to an open communication policy and a shared dedication to providing the best for the end customer.

"In many ways, the new Cisco program matches our strategy point for point," explained Norton. For Select, value-add is par for the course. One of the greatest challenges facing the channel marketplace is the need to infuse business models with value-added expertise and to accelerated deployment of new technologies. "In order to be successful in value-add, we need to supply the correct technology," Norton said. "We rely on Cisco to introduce, train and help us deploy new technologies in a timely way." Recently, Select overhauled its own network with voice technology. Norton believes that once fully deployed, this network will be Selects own best demonstration site.

To help accelerate the transition to value-added services, Cisco has incorporated its specialization program into the new Channel Partner Program. Cisco specializations ensure channel partners have the expertise to plan, design, implement and support a specific networking technology. "We are careful to choose the specializations that match our skills and are best for our clients," Norton explained. "A securities specialization, for example, matched perfectly with what Select is doing--and the result is a dramatic impact on our profitability." Select is also experiencing higher profitability with its newly acquired wireless certification.

Another feature of Cisco's Channel Partner Program is a more balanced approach to technical staffing. The previous Cisco Channel Partner program emphasized employing individuals who had earned a Cisco Certified Internetworking Expert (CCIEd) certification. And while CCIEs remain important, the new program balances the technical talent requirement across the entire selection of Cisco associate, professional and expert certified individuals. "Hiring and retaining technical talent is a challenge for everyone in our industry," said Norton. By focusing on specific solutions, Cisco certified associates and professional have the skills and knowledge to address most of Select's client needs, allowing us to more effectively utilize the services of our CCIEs. The new program's balanced emphasis on technical staffing proves Cisco is committed to helping us succeed."

Finally, Cisco's Channel Partner Program is dedicated to improving customer satisfaction. Cisco provides its certified partners access to the same tools and "best practices" it uses to monitor and improve its own customer satisfaction. "We learned as much about customer satisfaction from Cisco as anyone," said Norton. "Select's customer service department developed their own customer satisfaction surveys after learning from Cisco the significance and value that information has on our business. We are excited about the ability to review Cisco's customer satisfaction survey results as well."

Cisco has long-recognized its channel partner community as the cornerstone of its success. In fact, 88% of the Company's revenue goes through the channel. The level of commitment Cisco has to its channel partners is evident. And with partners like Select Inc., it is abundantly clear that the loyalty is reciprocated.

Claudia C. Church is a freelance journalist, speechwriter and entertainment writer. She is based out of New York City.