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Cisco Marketing Velocity

Global Digital Technology Company Launches MVP Program for Reseller Partners


Cisco is the worldwide leader in IT that is shaping the future of the Internet and how people connect, communicate, and collaborate.


San Jose, CA

The Case

The Cisco Marketing Velocity program exists to help thousands of Cisco reseller partners around the globe navigate their marketing programs. A large part of the Marketing Velocity work is to educate partners on marketing best practices, and to provide ongoing training on digital marketing trends. 

Cisco sought to offer key accounts a specialized learning opportunity through a partnership with Convince & Convert. This became a value-add opportunity to 25 of their advanced marketing clients by inviting them to a customized marketing strategy course.

The Situation

Cisco partners are located around the globe and range from single-person resellers to enterprise-level businesses with dozens of dedicated marketing staff. While Cisco regularly offered educational webinars, eBooks, and training opportunities to all partners, they wanted to create a dedicated opportunity for the larger enterprise partner marketing teams.  

They invited those key accounts to a 10-week, five session intensive course  in which each team would receive advanced training on digital topics, as well as direct counsel with a senior Convince & Convert digital strategist.  

The Challenges

This was one of the first dedicated training opportunities Cisco offered to partners. Some challenges included: 

  • Developing a fair way to invite key accounts from across all global regions, while also keeping the group intentional and well balanced geographically
  • Building a mechanism to ensure participation of the partners, to maximize the time commitment and learning opportunity
  • Keeping the curriculum advanced for the group, but offering feedback and recommendations on individual business marketing plans

How C&C Helped

Playing on the Marketing Velocity Program, Convince & Convert worked with Cisco to create the “MVP program”. This was a play on words to invite their best marketing clients to this unique opportunity. 

Convince & Convert created an intake form for invited partners to submit their interest in the program, as well as specific topics they wished to learn. While each region was asked to invite the same number of partners, this intake form served as the mechanism to ensure participation and interest. 

Convince & Convert then developed a custom curriculum that was delivered during two-hour live sessions over a ten week period. The live sessions rotated through the global time zones to give equal coverage for participants to watch at least one session live across the globe. 

The goal of each training was to: 

  • Bring best practices and some advanced techniques to these Cisco partners
  • Incorporate examples from the current partners – mainly highlighting those doing things well
  • Provide about 90 minutes of training, including 20-30 minutes of open Q&A and discussion from partners

Sessions were recorded and distributed to all participants as well as tangle worksheets, action plans and other learning optimized resources. 

In between live sessions, the Convince & Convert strategy team was fielding direct questions from the Cisco participants and providing real-team insights into their questions and progress on the topics discussed. This served as a 1:1 feedback loop, and offered C


  • 31 applications were received. From those 31 applications, Convince & Convert reviewed each one, including the applicants’ direct social channels and websites, and narrowed the final selection to 12 reseller partners. 
  • Five of the 12 partners attended each of the sessions live, regardless of timezone. 
  • Each partner had multiple individuals participate in the training, with more than 30 individuals at four of the five training sessions.
Texas Exes – Alumni Association for The University of Texas
Austin, Texas USA
Services Provided
Like many alumni organizations across the country, Texas Exes saw declining engagement, challenges with hitting giving goals, and in general, had a harder time getting the attention from their target audiences. It was a good time to re-connect and re-assess alumni sentiment and needs.
Although the Texas Exes had a strong organization and following, they still faced significant challenges:
  • Generally speaking, the University of Texas at Austin has a very decentralized culture, which pervades every related organization and department.
  • Texas Exes wanted to make sure that teams used to operating independently didn’t just see this research as something for the marketing team to use in crafting giving pitches, but data that could inform and guide every area, from student outreach, to events, to fundraising and beyond.
Convince and Convert started by implementing an attitudinal survey that asked alumni how they felt about the association generally, events and benefits, as well as their feelings about their time at the University of Texas at Austin. Convince & Convert then performed a thorough analysis, developed personas, recommended strategies, and content ideas that would support the needs and desires of the alumni. One of the key findings was that the alumni’s main unmet desire was more professional interaction, including networking, mentoring and job opportunities. When COVID hit, it became clear that they had a significant opportunity not to just move events online but do so in a strategic and intentional way. Texas Exes had been in conversation with Graduway, a platform that provides a private social network with robust features, for more than a year. In six weeks, Convince & Convert helped the Texas Exes accelerate this concept, finalize their contract, and plan a launch strategy. In addition, Convince & Convert helped organize conversations beyond just Texas Exes alumni needs to include Career Services, Athletics, and a number of colleges within the university to ensure they all had some ownership in how their corner of the platform would come together.
Convince & Convert crafted plans for each of their service areas to evolve to better match the needs uncovered in the survey. Texas Exes was proud to have the most successful higher ed launch Graduway has ever experienced and are using the insights gathered from this active and engaged group to develop and refine future plans for the organization and the university. Reached 8,000+ users in four months after virtual networking space rollout.

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