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Account Strategy [Template]

[AIRTEL]

Drafted by: [Aarika Arora (62)]

[8218343471]
Table of Contents

Section 1: Business Overview

Section 2: Key Business Initiatives

Section 3: Customer Relationship Landscape

Section 4: Customer Products and Revenue

Section 5: Account Competitor Analysis

Section 6: Buying Process and Selling Points

Section 7: Relationship Goals and Strategy

Section 8: Sales Opportunities, Targets, and Risks

Section 9: Action Plan

Section 1: Business Overview
This section should serve as an overview for the account your team is focusing on. It should include fast
facts about the company and information on its history so you can understand how your product or
service can best assist them.

Fast Facts
Company Name: Airtel (Bharti Airtel)
Company Location: Headquartered in New Delhi, India, with a presence in multiple countries
globally.
Company Website: Airtel Official Website
Industry: Telecommunications
Year Founded: 1995
Annual Revenue: Approximately $14.5 billion USD (as of 2021)
Number of Employees: Approximately 18,000+ (as of 2021)
Point of Contact at Company Name: Rebecca Turner
Email Address: [email protected]
Phone Number: 9745213658

Company Vision, Mission, and Goals

 Vision: To be the most admired and trusted brand in the telecom industry.

 Mission: To empower individuals and businesses with innovative telecom solutions that
enable them to stay connected and productive.

 Goals:

o To be the leading provider of telecom services in India and South Asia.

o To expand into new markets and offer a wider range of services.

o To become a leader in digital transformation.

Company Target Market(s)

Airtel's target markets include:

 Consumers: Individuals who use telecom services for personal communication and
entertainment.

 Businesses: Small, medium, and large businesses that use telecom services for
communication, collaboration, and productivity.

 Carriers: Other telecom operators that use Airtel's wholesale services to provide their own
retail services.
Section 2: Key Business Initiatives
you’ll focus on your customer’s value expectations to create opportunities to grow customer relationships
that are more strategic in nature. These relationships safeguard against competition while increasing
customer loyalty.

Using the foundations from the previous section, fill out the prompts below so you can understand the
priorities of the account. If you’re in direct conversation with people from the account, ask them these
questions so you can better help the company.

Short-, Medium-, and Long-Term Priorities

Airtel's short-, medium-, and long-term priorities include:

 Short-term:

o Expand its 5G network coverage and capacity.

o Launch new digital services, such as cloud computing and artificial intelligence.

o Increase its market share in the enterprise segment.

 Medium-term:

o Become a leader in the digital transformation space.

o Expand its operations into new markets, such as Africa and Southeast Asia.

o Develop new revenue streams from non-core businesses, such as data centers and
media.

 Long-term:

o Become the most admired and trusted brand in the telecom industry.

o Be at the forefront of technological innovation.

o Play a leading role in the development of the digital economy.

Key Projects
Airtel's key projects include:

 5G rollout: Airtel is investing heavily in the rollout of its 5G network. It aims to cover
50% of India's population with 5G by March 2024.

 Digital transformation: Airtel is helping businesses to transform their operations through

digital technologies, such as cloud computing, artificial intelligence, and machine
learning.

 Enterprise segment growth: Airtel is targeting to grow its market share in the enterprise
segment by offering innovative telecom solutions and managed services.

Key Performance Indicators (KPIs)

Airtel's key performance indicators (KPIs) include:

 Revenue growth

 Market share

 Customer satisfaction

 Network performance

 Operational efficiency
Section 3: Customer Relationship Landscape
We included prompts in the first section for the point of contact, but if that POC is unknown – or if that
existing point of contact may change – this section will help you narrow down the best person to be
speaking with.

Additionally, as your relationship strengthens and grows with this account, it’s inevitable that more
people from either side of the coin will become involved. Therefore, it’s important to map out all
stakeholders and the development of that relationship over time.

(Ideal) Client Profile

Airtel is targeting in the enterprise segment:

 Chief Information Officer (CIO)
 Chief Technology Officer (CTO)
 Head of IT
 Head of Digital Transformation
 Head of Business Technology
The number of these job titles in an enterprise account will vary depending on the size of the
enterprise. However, Airtel typically targets the top decision-makers in the IT and business
departments.

Airtel's products and services can be used by enterprise customers to:

 Improve network connectivity and performance
 Reduce costs
 Increase efficiency
 Enhance security
 Improve customer satisfaction
Here are some specific examples of how Airtel's products and services can be used by enterprise
customers:
 Airtel's 5G services can be used by enterprise customers to improve network connectivity
and performance for their employees and customers.
 Airtel's cloud computing services can be used by enterprise customers to reduce costs and
improve efficiency.
 Airtel's artificial intelligence and machine learning services can be used by enterprise
customers to enhance security and improve customer satisfaction.
Customer Interaction History

Airtel has a long-standing relationship with many large enterprises in India. It has a proven track
record of helping businesses to transform their operations through digital technologies.
Here is a brief summary of Airtel's customer interaction history with enterprise customers:
 Initial outreach attempts: Airtel typically reaches out to enterprise customers through a
variety of channels, including direct sales, channel partners, and online marketing.
 Project status: Airtel has a team of experienced and skilled sales and support
professionals who work closely with enterprise customers to develop and implement
telecom solutions and managed services.
 Lifecycle stage: Airtel has a wide range of enterprise customers, from small and medium
businesses to large enterprises. Airtel's enterprise customers are at different stages of the
customer lifecycle, from awareness to consideration to decision to implementation to
support.
Here is a bullet list of some of Airtel's key customer interaction milestones with enterprise
customers:
 Airtel has been providing telecom services to enterprise customers for over 25 years.
 Airtel has helped many enterprise customers to transform their operations through digital
technologies.
 Airtel has a team of over 10,000 sales and support professionals who work closely with
enterprise customers.
 Airtel has a wide range of enterprise customers, from small and medium businesses to
large enterprises.
 Airtel's enterprise customers are at different stages of the customer lifecycle, from
awareness to consideration to decision to implementation to support.

Stakeholders
The main stakeholders in the relationship between Cisco and Airtel include:
Cisco
 Name: Michael Johnson
 Role at the Company: Account Manager
 Preferred Contact Method & Info: [email protected] and Phone: 9856324723
Airtel
 Name: Rebecca Turner
 Role at the Company: Chief Information Officer (CIO)
 Preferred Contact Method & Info: [email protected] and Phone:9745213658
Section 4: Customer Products and Revenue
Seek to build and maintain a mutually beneficial relationship with the accounts you want to partner with.

Chances are, your (prospective) clients have a laundry list of options, and if you want them to stay with
you, you’ll need to show them you’re more than just a vendor to them. This section should outline how
you’ll do so.

Include the following information:

Whitespace Analysis
Tailored Solution Proposal:
Offer customized networking and security solutions designed to fulfill Airtel's specific needs,
ensuring high-quality service and threat protection.
Present a comprehensive proposal highlighting the integration of Cisco's cutting-edge products to
fortify Airtel's security and networking infrastructure.

Consultative Engagement:
Engage in detailed discussions with Airtel's technical team to grasp their long-term vision and
network infrastructure goals.
Collaborate on designing solutions that align with Airtel's growth strategies, ensuring scalability
and flexibility.

Long-term Partnership Vision:

Emphasize Cisco's intention to establish a long-term relationship beyond transactional business,
positioning Cisco as a strategic partner invested in Airtel's growth.
Offer post-implementation support and a commitment to ongoing innovation to ensure solutions
evolve with Airtel's changing requirements.
This strategy aims to position Cisco as a collaborator and solution partner rather than merely a
supplier, focusing on understanding and catering to Airtel's unique requirements through
tailored, scalable, and innovative solutions
Sales Performance
Cisco's revenue from Airtel is projected to be $1 billion in FY2023-24. The following table
shows how each individual product or service that Cisco offers contributes to that number:
| Product or Service | Revenue Contribution |
| Networking solutions | 50% |
| Managed services | 25% |
| Cloud computing services | 15% |
| Artificial intelligence and machine learning services | 10% |
Networking solutions are Cisco's largest revenue driver for Airtel. Cisco's networking solutions
include routers, switches, and other network equipment that Airtel uses to build and operate its
network.
Managed services are also a significant revenue driver for Cisco. Cisco's managed services
include network management, security services, and application management. Managed services
allow Airtel to focus on its core business and to outsource its IT operations to Cisco.

Margin Performance

Cisco's profit from Airtel is projected to be $250 million in FY2023-24. The following table
shows how each individual product or service that Cisco offers contributes to that number:
| Product or Service | Profit Margin | |---|---|---| | Networking solutions | 20% | | Managed services
| 30% | | Cloud computing services | 25% | | Artificial intelligence and machine learning services |
15% |
Networking solutions are Cisco's most profitable product category for Airtel. Cisco's networking
solutions have a high profit margin due to their high quality and reliability.
Managed services are also a profitable product category for Cisco. Cisco's managed services
have a high profit margin because they allow Cisco to build long-term relationships with
customers and to generate recurring revenue.
Cloud computing services are a newer product category for Cisco, but they are becoming
increasingly profitable. Cisco's cloud computing services have a high profit margin because they
are scalable and can be delivered to customers over the internet.
Artificial intelligence and machine learning services are the least profitable product category for
Cisco. However, they are still profitable and have the potential to become more profitable in the
future as Cisco invests more in this area.
Overall, Cisco's profit margin from Airtel is healthy. Cisco is well-positioned to continue to
generate high profits from Airtel in the coming years.
Annual Revenue: Wins and Loses

Here are the projected onboarding costs, upsells, downgrades, price increases, and churn rate for
Cisco's account with Airtel in FY2023-24:
Onboarding costs:
 Cisco expects to spend $10 million in onboarding costs for Airtel in FY2023-24. This
includes the cost of training Airtel's employees on Cisco's products and services, as well
as the cost of integrating Cisco's products and services with Airtel's existing IT
infrastructure.
Upsells:
 Cisco expects to generate $50 million in upsell revenue from Airtel in FY2023-24. This
includes revenue from selling Airtel additional Cisco products and services, as well as
revenue from selling Airtel upgrades to its existing Cisco products and services.
Downgrades:
 Cisco expects to generate $20 million in downgrade revenue from Airtel in FY2023-24.
This includes revenue from Airtel downgrading its existing Cisco products and services.
Price increases:
 Cisco expects to generate $10 million in price increase revenue from Airtel in FY2023-
24. This includes revenue from Cisco increasing the prices of its products and services to
Airtel.
Churn rate:
 Cisco expects its churn rate with Airtel to be 5% in FY2023-24. This means that Cisco
expects to lose 5% of its revenue from Airtel in FY2023-24.
Overall, Cisco projects that its revenue from Airtel will grow by 15% in FY2023-24. This
growth will be driven by upsells, price increases, and new product and service offerings.
Section 5: Account Competitor Analysis
Every company worries about its competitors, and if you want to partner closely with your key account,
you should care, too.

Based on your research on and conversations with representatives from your account, compile a list of
your account’s competitors, as well as its comparative strengths and weaknesses.

List your customer’s:

Account Competitors

 Reliance Jio

 Vodafone Idea

 Tata Communications

 NTT Communications

 IBM

Competitors’ Strengths

 Strong network coverage and capacity

 Wide range of telecom services

 Innovative telecom solutions

 Managed services portfolio

 Global reach

Competitors’ Weaknesses

 Lower brand awareness than Airtel

 Less focus on the enterprise segment

 Limited global reach
Section 6: Buying Process and Selling Points
This section should outline how and why the account chose (or will presumptively choose) you to partner
with. Consider where your account is with you at this stage and why it would need you.

The Buyer’s Journey

Buyer's Journey for Existing Accounts

The buyer's journey for existing accounts is typically long and complex. It involves multiple
stakeholders and decision-makers. The buyer's journey typically includes the following stages:
1. Awareness: The account becomes aware of its need for new telecom services or managed
services.
2. Consideration: The account evaluates different telecom providers and their offerings.
3. Decision: The account selects a telecom provider and signs a contract.
4. Implementation: The telecom provider implements the new telecom services or managed
services.
5. Support: The telecom provider provides ongoing support to the account.
Timeline:
The timeline for the buyer's journey can vary depending on the size and complexity of the
account. For a small account, the buyer's journey may take a few months. For a large account,
the buyer's journey may take a year or more.
Lifecycle Stages:
The lifecycle stages for existing telecom customers are as follows:
 Stranger: The account is not aware of Cisco or its products and services.
 Lead: The account is aware of Cisco and its products and services, but has not yet
engaged with Cisco.
 MQL (Marketing Qualified Lead): The account has engaged with Cisco and has been
qualified by the marketing team as a potential customer.
 SQL (Sales Qualified Lead): The account has been qualified by the sales team as a
potential customer.
 Opportunity: The Cisco sales team is working with the account to develop a quote.
 Customer: The account has signed a contract with Cisco and is using its products and
services.
Where Existing Accounts Are in the Buyer's Journey:
Cisco's existing accounts are at different stages of the buyer's journey. Some accounts may be in
the awareness stage, while others may be in the consideration or decision stage. Cisco needs to
work with each account to understand their specific needs and to help them move through the
buyer's journey.
Timeline:
The timeline for getting prospects from stranger to customer can vary depending on the size and
complexity of the account. For a small account, it may take a few months to get them from
stranger to customer. For a large account, it may take a year or more.
How Cisco Will Get the Account from Stranger to Customer:
Cisco can use a variety of strategies to get prospects from stranger to customer. These strategies
include:
 Targeted marketing campaigns: Cisco can target its marketing campaigns to specific
industries and verticals. This will help Cisco to reach the right prospects with the right
message.
 Personalized communications: Cisco can personalize its communications with prospects
to build relationships and to understand their specific needs.
 Content marketing: Cisco can create and distribute educational content to help prospects
learn about its products and services.
 Sales enablement tools: Cisco can provide its sales team with the tools and resources they
need to close deals more quickly.
By using these strategies, Cisco can accelerate the buyer's journey for prospects and become a
leading provider of telecom services and managed services to enterprise customers.
Why Existing Accounts Choose Cisco
Existing accounts choose Cisco for a variety of reasons. These reasons include:
 Cisco's strong track record of innovation. Cisco is a leader in the telecom industry and is
constantly innovating to develop new products and services that meet the needs of its
customers.
 Cisco's wide range of products and services. Cisco offers a wide range of telecom
products and services, including networking solutions, managed services, cloud
computing services, and artificial intelligence and machine learning services. This allows
Cisco to meet all of the telecom needs of its customers.
 Cisco's global reach. Cisco has a global reach with operations in 18 countries. This
allows Cisco to support its customers around the world.
 Cisco's excellent customer support. Cisco provides excellent customer support to its
customers. Cisco's customer support team is available 24/7 to help customers with any
problems they may have.
Why New Accounts Choose Cisco
New accounts choose Cisco for the same reasons as existing accounts. Cisco's strong track
record of innovation, wide range of products and services, global reach, and excellent customer
support make it an attractive choice for new accounts.

Content & Channels

Enterprise telecom buyers consume a variety of information about telecom services and managed
services. This information includes:
 Industry news and trends: Buyers want to stay up-to-date on the latest industry news
and trends so that they can make informed decisions about their telecom needs. They
consume this information through industry publications, websites, and social media.
 Product reviews and comparisons: Buyers want to compare different telecom products
and services before making a purchase. They consume this information through product
reviews, comparison charts, and white papers.
 Case studies and testimonials: Buyers want to see how other enterprises have used
telecom services and managed services to improve their businesses. They consume this
information through case studies and testimonials from other customers.
 Pricing and service packages: Buyers want to understand the pricing and service
packages of different telecom providers. They consume this information through provider
websites, brochures, and pricing guides.

Enterprise telecom buyers consume this information through a variety of channels, including:
 Search engines: Buyers often start their research by searching for information online.
They use search engines to find relevant industry news, product reviews, and case
studies.
 Industry websites: Buyers visit industry websites to learn about the latest news and
trends, and to find information about different telecom products and services.
 Social media: Buyers use social media to follow telecom providers and other industry
experts, and to stay up-to-date on the latest industry news and trends.
 Direct sales: Buyers also contact telecom providers directly to learn more about their
products and services.
Evaluation Criteria
Airtel considered the following factors before purchasing telecom services and managed services
from Cisco:
 Network coverage and capacity: Airtel needs to ensure that Cisco has a wide network
coverage and sufficient capacity to meet its needs. Cisco fares well in this category, with
a global network that spans over 180 countries and territories.
 Wide range of products and services: Airtel needs a telecom provider that can offer a
wide range of telecom services, including voice, data, and cloud computing services.
Cisco fares well in this category, with a broad portfolio of telecom products and services.
 Innovative telecom solutions: Airtel is looking for telecom providers that can offer
innovative telecom solutions to help it improve its business. Cisco fares well in this
category, with a strong track record of innovation in the telecom industry.
 Managed services: Airtel is increasingly outsourcing its IT operations to telecom
providers. It needs a telecom provider that has a strong track record of delivering
managed services. Cisco fares well in this category, with a wide range of managed
services offerings.
 Global reach: Airtel needs a telecom provider that has a global reach so that it can
support its operations in different countries. Cisco fares well in this category, with a
global network that spans over 180 countries and territories.
Here are some specific lessons that Cisco can learn from its performance in these categories:
 Continue to invest in network coverage and capacity: Airtel relies on Cisco's network
to deliver its services to its customers. Cisco needs to continue to invest in its network to
ensure that it can meet Airtel's growing needs.
 Continue to develop innovative telecom solutions: Airtel is looking for telecom
providers that can offer innovative telecom solutions to help it improve its business.
Cisco needs to continue to invest in research and development to develop new and
innovative telecom solutions.
 Expand managed services portfolio: Airtel is increasingly outsourcing its IT operations
to telecom providers. Cisco can capitalize on this trend by expanding its managed
services portfolio to include more services that are relevant to Airtel's business.
 Improve customer support response times in some regions: Cisco's customer support
is generally good, but there are some regions where response times could be improved.
Cisco needs to invest in its customer support team in these regions to ensure that Airtel's
customers are receiving the support they need.
Key Decision Criteria

The most important criteria for Airtel when purchasing telecom services and managed services
are:
 Network coverage and capacity: Airtel needs to ensure that its telecom provider has a
wide network coverage and sufficient capacity to meet its needs. Airtel's network covers
over 85% of the Indian population, and it is investing heavily in 5G to expand its
coverage and capacity.
 Innovative telecom solutions: Airtel is looking for a telecom provider that can offer
innovative telecom solutions to help it improve its business. Cisco is a leader in
innovation in the telecom industry, and it offers a wide range of innovative telecom
solutions, such as 5G, network virtualization, and cloud computing.
 Global reach: Airtel needs a telecom provider that has a global reach so that it can
support its operations in different countries. Cisco has a global reach with operations in
over 180 countries and territories.
Cisco can win with Airtel by focusing on these key decision criteria. Cisco can demonstrate its
network coverage and capacity by providing Airtel with detailed information about its network
infrastructure and performance. Cisco can also demonstrate its innovative telecom solutions by
showcasing its latest products and services to Airtel. Cisco can demonstrate its global reach by
providing Airtel with information about its global operations and its experience working with
other multinational enterprises.

Section 7: Relationship Goals and Strategy

No matter where you are in your relationship with your account, you should have a clear idea of how you
want it to progress – be it acquiring the customer or setting policies in place to upsell or maintain the
current arrangement.

Current Relationship Status

Cisco's current relationship status with Airtel is that of a Trusted Advisor. Cisco has been a
partner of Airtel for over a decade, and it has a deep understanding of Airtel's business and its
needs. Cisco provides Airtel with a wide range of telecom products and services, including
networking solutions, managed services, cloud computing services, and artificial intelligence and
machine learning services. Cisco also works with Airtel to develop innovative telecom solutions
that help Airtel improve its business.
Relationship Goals
Cisco's relationship goals with Airtel are to:
 Continue to be Airtel's leading provider of telecom products and services. Cisco wants to
maintain its position as Airtel's preferred partner for telecom products and services.
 Expand its partnership with Airtel to include more managed services. Cisco wants to
capitalize on Airtel's growing trend of outsourcing its IT operations by expanding its
managed services portfolio to include more services that are relevant to Airtel's business.
 Help Airtel achieve its business goals through innovative telecom solutions. Cisco wants
to work with Airtel to develop and implement innovative telecom solutions that help
Airtel improve its business.

Core Business Partners

Cisco's relationship with Airtel. These include:

 System integrators: Cisco partners with system integrators to help Airtel implement its
telecom solutions. System integrators have the expertise and experience to help Airtel
deploy and manage its network and other IT systems.
 Cloud providers: Cisco partners with cloud providers to offer Airtel a hybrid cloud
solution. This allows Airtel to combine its on-premises IT infrastructure with cloud
computing services.
 Other telecom providers: Cisco partners with other telecom providers to offer Airtel a
wider range of services and to improve its global reach. For example, Cisco partners with
other telecom providers to offer Airtel roaming services.
Here are some specific examples of how Cisco works with its partners to support Airtel:
 System integrators: Cisco works with system integrators to help Airtel implement its 5G
network. Cisco's system integrator partners have the expertise and experience to help
Airtel deploy and manage its 5G network efficiently and effectively.
 Cloud providers: Cisco partners with cloud providers to offer Airtel a hybrid cloud
solution. This allows Airtel to combine its on-premises IT infrastructure with cloud
computing services to improve its agility and scalability.
 Other telecom providers: Cisco partners with other telecom providers to offer Airtel
roaming services. This allows Airtel's customers to use their mobile phones and other
devices while traveling outside of India.
Cisco's partnerships with system integrators, cloud providers, and other telecom providers help
Cisco to provide Airtel with a comprehensive solution for its telecom needs. Cisco's partnerships
also help Cisco to maintain its position as a Trusted Advisor to Airtel.

Relationship Target

Cisco's relationship target with Airtel is to achieve the status of a Strategic Partner by the end of
2025. This would mean that Cisco is Airtel's preferred partner for all of its telecom needs,
including networking solutions, managed services, cloud computing services, and artificial
intelligence and machine learning services. Cisco would also be working with Airtel to develop
and implement innovative telecom solutions that help Airtel achieve its business goals.
To achieve the status of a Strategic Partner, Cisco will focus on the following strategies:
 Build relationships with Airtel's key decision-makers: Cisco will continue to invest in
building relationships with Airtel's key decision-makers, such as its CTO, CIO, and other
senior executives. By building relationships with these executives, Cisco can better
understand their needs and priorities.
 Invest in innovation: Cisco will continue to invest in research and development to
develop new and innovative telecom solutions that meet the needs of Airtel and other
enterprise customers.
 Expand its managed services portfolio: Cisco will expand its managed services
portfolio to include more services that are relevant to Airtel's business. This will allow
Cisco to provide Airtel with a more comprehensive solution for its telecom needs.
 Provide excellent customer support: Cisco will continue to provide Airtel with
excellent customer support. This is essential for maintaining a strong relationship with
Airtel and for ensuring that Airtel's customers are satisfied with Cisco's products and
services.

Relationship Progression Strategy

Cisco will plan and execute the following process to progress its relationship with Airtel to the
desired stage of Strategic Partner:
1. Build relationships with Airtel's key decision-makers. Cisco will continue to invest in building
relationships with Airtel's key decision-makers, such as its CTO, CIO, and other senior
executives. Cisco will do this by attending industry events, meeting with Airtel executives at
their offices, and hosting events for Airtel executives. By building relationships with Airtel's key
decision-makers, Cisco can better understand their needs and priorities, and Cisco can position
itself as a trusted advisor to Airtel.

2. Invest in innovation. Cisco will continue to invest in research and development to develop
new and innovative telecom solutions that meet the needs of Airtel and other enterprise
customers. Cisco will also invest in its sales and marketing teams to ensure that Airtel is aware of
Cisco's latest products and services. By investing in innovation, Cisco can demonstrate to Airtel
that it is committed to helping Airtel achieve its business goals.

3. Expand its managed services portfolio. Cisco will expand its managed services portfolio to
include more services that are relevant to Airtel's business. Cisco will do this by acquiring other
managed services providers and by developing new managed services offerings in-house. By
expanding its managed services portfolio, Cisco can offer Airtel a more comprehensive solution
for its telecom needs.

4. Provide excellent customer support. Cisco will continue to provide Airtel with excellent
customer support. Cisco will do this by investing in its customer support team and by providing
Airtel with 24/7 support. By providing excellent customer support, Cisco can ensure that Airtel's
customers are satisfied with Cisco's products and services.

5. Work with Airtel to develop and implement innovative telecom solutions. Cisco will work
with Airtel to develop and implement innovative telecom solutions that help Airtel achieve its
business goals. Cisco will do this by assigning a dedicated team of engineers and product
managers to work with Airtel. Cisco will also invest in joint marketing and sales initiatives with
Airtel. By working with Airtel to develop and implement innovative telecom solutions, Cisco
can demonstrate to Airtel that it is committed to helping Airtel succeed.
Section 8: Sales Opportunities, Targets, and Risks
In this section, list out the products/services that will help your account attain its goals, alongside revenue
goals/projections and any blockers or potential objections.

Products & Services

Here is a list of the products and services that Cisco intends to sell to Airtel, alongside revenue
goals/projections and any blockers or potential objections:
Products & Price Quantit Duration Revenue Blockers or Potential
Services Point y Goal Objections
5G Networking $100 1 5 years $500 Airtel may not be ready to
Solutions million million invest in 5G solutions.
Managed Services $50 1 5 years $250 Airtel may be concerned
million million about the cost of managed
services.
Cloud Computing $30 1 5 years $150 Airtel may be concerned
Services million million about the security of cloud
computing services.
Artificial $20 1 5 years $100 Airtel may not be ready to
Intelligence and million million invest in artificial
Machine Learning intelligence and machine
Services learning services.
Total Revenue Goal: $1 billion
Blockers or Potential Objections:
 Airtel may not be ready to invest in new telecom solutions.
 Airtel may be concerned about the cost of new telecom solutions.
 Airtel may be concerned about the complexity of implementing new telecom solutions.
 Airtel may be concerned about the security of new telecom solutions.
How Cisco Can Address Blockers and Potential Objections:
 Cisco can work with Airtel to develop a business case for investing in new telecom
solutions.
 Cisco can offer Airtel a variety of pricing options to make its solutions more affordable.
 Cisco can help Airtel to implement new telecom solutions quickly and efficiently.
 Cisco can help Airtel to ensure that its new telecom solutions are secure.
By addressing these blockers and potential objections, Cisco can increase its chances of selling
its products and services to Airtel and achieving its revenue goals.
[Time Period] Revenue Goals

Cisco's revenue goals for Airtel in the next fiscal year (FY2023-24) are as follows:
 Product revenue: Cisco aims to generate $500 million in product revenue from Airtel in
FY2023-24. This includes revenue from the sale of networking solutions, managed
services, cloud computing services, and artificial intelligence and machine learning
services.
 Service revenue: Cisco aims to generate $250 million in service revenue from Airtel in
FY2023-24. This includes revenue from the provision of managed services, cloud
computing services, and other professional services.
Total revenue goal: Cisco's total revenue goal for Airtel in FY2023-24 is $750 million.
Cisco is confident that it can achieve this revenue goal by working closely with Airtel to develop
and implement innovative telecom solutions that help Airtel achieve its business goals. Cisco
will also focus on providing Airtel with excellent customer support and on building relationships
with Airtel's key decision-makers.

Cross-sell & Upsell Opportunities

Cisco can also cross-sell and upsell the following opportunities to Airtel as your relationship
with the account strengthens over time:
 Security solutions: Airtel is increasingly concerned about cybersecurity threats. Cisco can
offer Airtel a variety of security solutions, such as firewalls, intrusion detection systems,
and intrusion prevention systems. Cisco can also help Airtel to develop and implement a
comprehensive security strategy.
 Collaboration solutions: Airtel can use Cisco's collaboration solutions, such as Webex, to
improve communication and collaboration between its employees. Cisco's collaboration
solutions can also help Airtel to better serve its customers.
 Data center solutions: Airtel is moving more of its IT infrastructure to the data center.
Cisco can offer Airtel a variety of data center solutions, such as servers, storage, and
networking equipment. Cisco can also help Airtel to design and build a new data center
or to expand its existing data center.
 Internet of Things (IoT) solutions: Airtel is interested in exploring IoT technologies.
Cisco can offer Airtel a variety of IoT solutions, such as sensors, gateways, and software.
Cisco can also help Airtel to develop and implement IoT solutions.
Cisco can also offer Airtel a variety of professional services, such as network design,
implementation, and support. Cisco can also help Airtel to train its employees on how to use
Cisco's products and services.
By cross-selling and upselling these opportunities to Airtel, Cisco can increase its revenue from
this account and strengthen its relationship with Airtel.

Risks, Barriers, Limitations, and Operational Restrictions

Here are some of the risks, barriers, limitations, and operational restrictions that Cisco faces in
selling, cross-selling, or upselling its products and services to Airtel:
Risks:
 Airtel may not be ready to invest in new telecom solutions.
 Airtel may be concerned about the cost of new telecom solutions.
 Airtel may be concerned about the complexity of implementing new telecom solutions.
 Airtel may be concerned about the security of new telecom solutions.
Barriers:
 Airtel may have existing relationships with other telecom vendors.
 Airtel may have internal procurement policies that make it difficult to purchase new
telecom solutions.
 Airtel may have limited budget for telecom spending.
Limitations:
 Airtel may have limited technical expertise to implement and manage new telecom
solutions.
 Airtel may have limited resources to operate and maintain new telecom solutions.
Operational restrictions:
 Airtel may have specific requirements for telecom solutions, such as compliance with
Indian government regulations.
 Airtel may have specific timelines for implementing and deploying new telecom
solutions.
How Cisco Can Counter These Risks, Barriers, Limitations, and Operational Restrictions:
 Risks: Cisco can address these risks by working with Airtel to develop a business case for
investing in new telecom solutions. Cisco can also offer Airtel a variety of pricing
options and financing options to make its solutions more affordable. Cisco can also help
Airtel to implement new telecom solutions quickly and efficiently, and Cisco can help
Airtel to ensure that its new telecom solutions are secure.
  Barriers: Cisco can address these barriers by building relationships with Airtel's key
decision-makers and by understanding Airtel's procurement policies. Cisco can also work
with Airtel to develop solutions that meet Airtel's budget constraints.
 Limitations: Cisco can address these limitations by providing Airtel with training and
support. Cisco can also help Airtel to develop a plan for operating and maintaining new
telecom solutions.
 Operational restrictions: Cisco can address these operational restrictions by developing
solutions that meet Airtel's specific requirements and by working with Airtel to meet its
deadlines.

Section 9: Action Plan

All of the previous content should lead up to this section. Outline what steps your company will take to
secure this account’s business for the long term. Specifically, this section should address the following
areas:

Top Five Objectives

Cisco's top five objectives for its relationship with Airtel are:
1. Increase revenue from Airtel to $1 billion in FY2024-25. This would be a 33% increase
from Cisco's current revenue from Airtel.
2. Become Airtel's preferred partner for all of its telecom needs. This would involve Cisco
selling Airtel a wider range of products and services, including networking solutions,
managed services, cloud computing services, and artificial intelligence and machine
learning services.
3. Work with Airtel to develop and implement innovative telecom solutions that help Airtel
achieve its business goals. This could involve Cisco helping Airtel to deploy 5G
networks, to develop new cloud-based services, or to use artificial intelligence and
machine learning to improve its operations.
4. Provide Airtel with excellent customer support. This is essential for maintaining a strong
relationship with Airtel and for ensuring that Airtel's customers are satisfied with Cisco's
products and services.
5. Build relationships with Airtel's key decision-makers. This will help Cisco to better
understand Airtel's needs and priorities, and it will also help Cisco to position itself as a
trusted advisor to Airtel.
Map Critical Resources

Cisco has a number of critical resources available to its team for the Airtel account, including:
 Account-based marketing (ABM) software: Cisco uses ABM software to target and
engage Airtel's key decision-makers with personalized content and messaging.
 Customer retention manuals: Cisco has a number of customer retention manuals that
provide guidance on how to build and maintain strong relationships with customers.
 How-to-sell documentation: Cisco has a variety of how-to-sell documentation that
provides guidance on how to sell Cisco's products and services to enterprise customers.
 Communication methods for the team: Cisco has a variety of communication methods for
its team, including email, phone calls, video conferencing, and team collaboration
platforms.
 The account's company website: Cisco has access to Airtel's company website, which
provides information about Airtel's products and services, its business goals, and its key
decision-makers.
 Cisco's global sales team: Cisco has a global sales team that can provide support to the
Airtel team.
 Cisco's partner network: Cisco has a network of partners that can provide support to the
Airtel team.

Assign Tasks and Key Stakeholders

Driver:
John Doe, Cisco Sales Director
- Responsible for initiating the project, leading discussions with Airtel's team, and coordinating the
implementation plan.
- Email: [email protected]

Accountable:
Rajesh Gupta, Airtel Head of IT Infrastructure
- Accountable for final decisions, ensuring the project aligns with Airtel's strategic goals, and approving
major implementation steps.
- Email: [email protected]

Contributor:
Sarah Smith, Cisco Technical Solutions Manager
- Responsible for developing customized security and scalability solutions in alignment with Airtel's
requirements.
- Email: [email protected]

Informed:
Anjali Patel, Airtel Security Solutions Manager
- Receives updates on the project progress, provides insights into Airtel's security requirements, and
feedback on solution design.
- Email: [email protected]
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