Citrix and Cisco Engagement Guidebook

Cisco and Citrix Sales Engagement Guidebook

CISCO AND CITRIX INTERNAL USE ONLY. THIS DOCUMENT IS FOR CISCO AND CITRIX SALES TEAMS.

Updated January 2012

1. Cisco and Citrix Joint Vision

2. Benefits of Joint Sales Engagement

3. Identifying Joint Opportunities

4. Sample Joint Successes

5. Engaging Decision Makers and Influencers

6. Overview of the Joint Solution

7. Managing Competing Offerings

8. Next Steps

9. Sales Resources

10. For More Information

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Cisco and Citrix Joint Vision

Desktop computing and communications environments are undergoing enormous changes, impacting how application and communication services are delivered to end users. As the leaders in communications and desktop virtualization, Cisco and Citrix are uniquely positioned to help customers deploy a complete virtual workspace environment.

“Cisco and Citrix Systems have entered into a strategic alliance to develop and deliver solutions that help customers simplify and accelerate large-scale desktop virtualization deployments. Through this alliance, Cisco and Citrix will drive innovations that simplify the deployment of high-definition virtual desktops and applications and improve end-user experiences over a highly secure Citrix HDX™ aware Cisco® network. The companies will also continue to enhance and build upon their data center solutions and cloud technologies to help accelerate deployment of cloud services.” – Cisco and Citrix press release, October 12, 2011

Joint mission statement: Lead the market in delivering rich end-user virtual experiences in enterprise and cloud computing.

Joint Benefit: Accelerate desktop transformation to the next generation virtual workspace and increase Cisco and Citrix revenues and market share.

• Cisco benefits: Promote adoption of the Cisco Virtualization Experience Infrastructure (VXI) solution, increasing sales of data center, networking, and collaboration products (including endpoints)

• Citrix benefits: Increase Citrix XenDesktop sales and promote new deployments.

• Customer benefits: Enable new operational models that reduce costs, simplify operations, increase business agility, and improve user productivity.

The Cisco VXI and Citrix visions are well aligned, allowing sales teams approach the customer with one vision and one message. Cisco and Citrix have signed a 5-year agreement that will help the two companies be more effective against the competition and win more business together. In most opportunities our offerings will be complementary. At times, there will be elements of a deal where we will compete. Remember: A few competitive deals will not harm the long-term benefits of the overall relationship.

Each company can help the other gain new buyer audiences and increase support for virtual workspace and enterprise desktop virtualization solutions. With Cisco and Citrix communicating a complementary strategy to IT decision makers, there will be better and faster adoption of the solution. For example, Cisco should ensure network managers understand that Citrix








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Cisco and Citrix Joint Vision (continued)

XenDesktop is a strong solution because Cisco networks are already Citrix HDX aware and Cisco WAAS reduces latency with Citrix XenDesktop by 70 percent, allowing twice the number of users to be deployed over a Wide Area Network (WAN). Citrix should ensure that desktop and data center managers understand that Cisco Unified Computing System™ (Cisco UCS™) offers the best server density and that Citrix XenDesktop is certified as a Cisco Validated Design, building customer confidence in end-to-end solution interoperability for a successful deployment.

“Cisco Virtualization Experience Infrastructure (VXI) is an end-to-end systems approach that delivers the next generation virtual workspace by unifying virtual desktops, voice, and video. It helps IT provide an exceptionally flexible and secure converged infrastructure for an uncompromised user experience.”– Cisco.com

“Citrix XenDesktop is a desktop virtualization solution that transforms Windows desktops and applications into an on-demand service available to any user, anywhere, on any device. With XenDesktop, you can securely deliver individual Windows, web and SaaS applications, or full virtual desktops, to PCs, Macs, tablets, smartphones, laptops and thin clients—all with a high-definition user experience.”– Citrix.com

Together, Cisco and Citrix offer next generation solutions that virtualize the data center and user workspace. Optimized by Cisco’s HDX aware network to ease and accelerate enterprise wide adoption of desktop virtualization and cloud computing, the joint solution delivers exceptional performance, reliability, and security. This best-in-class solution is:

– Better for end-users: High quality user experience on any device from anywhere – Better for IT: Scalable and secure infrastructure to deliver IT as a service – Better for business: Improved agility and productivity with lower operating costs

Cisco and Citrix leadership positions complement the joint solution and give us a great foundation from which to speak to our customers.

Cisco Citrix

• Number 1 in Networking• Number 1 in Collaboration• Top-3 Blade Server Vendor

• Used by 99% of Fortune 500• Number 1 in Desktop and Application Virtualization• Top-5 SaaS Vendor








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Benefits of Joint Sales Engagement

For Citrix, teaming with Cisco provides:

• Access to C-level executives: Gain access to the people who are making strategic desktop virtualization investments.

• Bigger sales opportunities: Align Citrix XenDesktop sales activities with existing high-priority Cisco sales activities within an account to get more resources, greater visibility, and higher priority within the account, yielding larger deals.

• Faster deployment: Cisco can help accelerate deployment of Citrix XenDesktop by cost-effectively delivering a desktop virtualization optimized infrastructure that enables customers to accelerate adoption across the enterprise, bringing additional revenue and more expansion licenses sooner.

• Endorsement by Cisco: Cisco endorsement positions Citrix as a recommended desktop virtualization and on-demand application delivery solution. This message has been clearly communicated through internal communications and at the annual Cisco sales summits.

• Stronger account penetration: Align with Cisco product sales specialists and Cisco account managers to expand departmental Citrix XenDesktop deployments to all corporate desktops. Cisco helps Citrix position virtual desktops beyond task workers by addressing the security and data center hairpin* problems that have inhibited some virtual desktop deployments. Jointly conduct account plans to cross-sell the total virtual computing portfolio, including networking and WAN optimization.

• Unified messaging and contact with the customer: Joint account teams using consistent sales messages can avoid customer confusion and “over-contacting” of the client.

• Engagement earlier in the sales cycle: Working together may provide earlier access to the customer discussions shaping their needs and the opportunity to participate and influence their direction.

• Improved customer success: Cisco's work with Citrix helps reduce customer risk and speeds deployment by ensuring system-level validation and providing end-to-end solution support.

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* Hairpin refers to traditional vitrual desktop solutions that route voice and video traffic from one endpoint through the network to the data center and then from the data center through the network to the other endpoint. Cisco VXI allows voice and video to travel directly from point to point, greatly reducing the load on the data center and the network.

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Benefits of Joint Sales Engagement (continued)

For Cisco, teaming with Citrix provides:

• The trusted advisor position: Gain the capability to engage in a complete desktop strategy conversation for all users and devices. Use the high customer interest in virtual desktop infrastructure (VDI) and desktop virtualization to demonstrate the wide range of capabilities for the joint solution.

• Accelerated revenue: Present a comprehensive VDI and desktop virtualization solution earlier in the sales cycle to help accelerate deals.

• Stronger position compared to other network and server vendors: Teaming with Citrix, the leader in desktop virtualization, positions Cisco’s solution as more complete and integrated than other vendor’s offerings.

• Contribution to achievement of sales objectives: Increase penetration of the Cisco VXI message and solution.

• Endorsement by Citrix: Citrix endorsement positions Cisco as a recommended end-to-end platform for desktop virtualization.

• Unified messaging and contact with the customer: Joint account teams using consistent sales messages can avoid customer confusion and “over-contacting” of the client.

• Engagement earlier in the sales cycle: Working together may provide earlier access to the customer discussions shaping their needs and the opportunity to participate and influence their direction.

• Improved customer success: Citrix' work with Cisco helps reduce customer risk and improves solution performance, such as Citrix HDX aware Cisco networks.








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Identifying Joint Opportunities

Cisco’s and Citrix’s respective market leadership provides significant opportunities to pursue joint Cisco VXI and Citrix XenDesktop initiatives. There will be a high degree of overlap, with most prospects having both Cisco and Citrix products installed.

A joint approach to selling workspace virtualization solutions provides an opportunity to increase the deal size (number of users and solutions components), leading to new and incremental revenue for both Cisco and Citrix.

The respective sales teams are not expected to sell each other’s products. Sales teams should work together, promote the other wherever possible, and provide contacts and leads so each can sell its own solutions and products to broaden the total solution. This approach will lead to greater account control for each and greater long-term opportunities.

Decision Makers and InfluencersPrimary decision makers and influencers (buying types) include:

• CXO (chief information officer [CIO], chief technology officer [CTO], and chief financial officer [CFO])• IT management and administrators for networking, applications, security, data center, desktops, and communications and telephony• Line-of-business owners demanding functions or affected by the change

Use CasesLeading Cisco VXI and Citrix XenDesktop opportunity use cases include organizations:

• With significant numbers of task workers, such as call centers• With significant numbers of mobile users, contractors, temporary workers, and remote and branch offices, and significant use of

outsourcing• That have deployed or are considering collaboration and unified communications solutions • Considering or pursuing the following initiatives:

– Desktop refresh or growth – Microsoft Windows 7 migration – Regulatory compliance and data security – Desktop total cost of ownership (TCO) – Deployment and management complexity – Flexible or virtual workforces – Bring-your-own-device (BYOD) or other device initiatives (tablets, smartphones, etc.)

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Identifying Joint Opportunities (continued)Joint Engagement Benefits

Cisco helps Citrix by: Citrix helps Cisco by:

• Accelerating adoption of desktop virtualization and demand for Citrix XenDesktop

• Driving a better virtual desktop and application user experience by enhancing Cisco networking products with full support for Citrix HDX technology

• Promoting tight integration of Citrix Receiver with Cisco endpoints• Using Cisco market leadership to guide new desktop virtualization and

cloud innovations, such as providing an uncompromised user-experience with voice and video by avoiding hairpinning through the data center

• Using Citrix leadership in desktop virtualization to guide customers to Cisco as increasing numbers of desktops and applications are delivered over the network as a service

• Adding new value (Citrix HDX awareness) to Cisco network to further differentiate Cisco from competitors

• Increasing sales of Cisco UCS and endpoints through sales of VXI with Citrix

• Extending and protecting unified communications within virtual desktops

Best Practices

Though we compete in some areas, we can win together through good account planning and strategy. Under all conditions, we want to make sure either Cisco or Citrix wins over any competitors.

• Engage as early as possible to align the sales plans and strategies

• Include joint channel partners who may have additional contacts and an appropriate sales strategy

• Jointly plan sales strategy: who leads; which buyers to target first; how to expand the deal

• Share a joint long-term vision

• Demonstrate the validated and extensively tested solution (see Cisco Validated Design link in this document)

• Use a joint channel partner for design and implementation

• Build a best-in-class data center architecture








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Sample Joint Successes

Seattle Children’s Hospital

Challenge• Improve clinician productivity and patient care with easy access to patient information from any station• Efficiently scale to 3000 virtualized desktops without compromising application performance

Solution• Citrix XenDesktop• Cisco Unified Computing System• Cisco Nexus® 5000 Series Switches

Results• Saved clinicians at least 45 minutes per day• Increased scalability up to 120 users per blade without performance degradation• Eliminated service outages

Case Study link

Park Hill School District

Challenge• Easily manage servers and decide what to do about aging servers• Provide desktops for those who cannot afford them (students, teachers, etc.)

Solution• Citrix XenDesktop• Cisco Unified Computing System

Results• Capability to deploy approved desktops with specific applications• Improved desktop management and security• Faster response time for students, teachers and faculty to meet needs

Case Study link

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http://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/case_study_c36_675367.pdf

http://www.google.com/url?sa=t&rct=j&q=cisco case study park hill school&source=web&cd=1&ved=0CB0QFjAA&url=http://www.cisco.com/web/strategy/docs/education/cisco_park_hill_sd_case_study.pdf&ei=8vjNTtiJBsGpiALm05WHDA&usg=AFQjCNHK9eR3jzTQQDzbgK1uYkdyKRPjww



Sample Joint Successes (continued)

John Holland Group

Challenge• Their outsourced hosting partner was inflexible and unable to meet their needs• High number of mobile staff with own equipment

Solution• Citrix XenDesktop: 3000 seat solution, expanding to 6000 seats• Cisco Unified Computing System• NetApp storage

Results• Ease of management• Centralized, secure, accessible data• Lowered IT costs (full-time equivalent count)

Approved for Internal Use Only

Quintiles

Challenge• Needed to centralize desktops, applications and storage at the data center• Desktops for clinical researchers

Solution• Citrx XenDesktop• Cisco WAAS• Cisco Identity Services Engine (ISE)

Results• “Cisco VXI and Cisco WAAS for Citrix desktop virtualization has allowed us to meet our goal to centralize desktops, applications and storage

to the data center, allowing branch offices to run with less infrastructure while maintaining dependable access to resources over the WAN without sacrificing end user performance.”

– Brian Kachel, director, Global Network Services, Core IT, Quintiles

Approved for Internal Use Only








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Engaging Decision Makers and Influencers

This table summarizes engagement scenarios, listing the decision makers and influencers to engage and the customer and alliance benefits.

Decision Maker or Influencer

Customer Benefits Joint Alliance Benefits

CXO • Provides the next-generation virtual workspace• Lowers costs and improves IT, user experience, productivity,

and business agility• Enhances data protection, security, and compliance• Simplifies operations • More flexible and agile infrastructure• Ensures success of unified communications in a virtual

desktop environment

Cisco and Citrix complement each other by• Supporting each other's vision and desktop

virtualization strategy• Giving each company more influence (Citrix

customer, Cisco customer, or joint customer)• Highlighting our 5-year strategic alliance

agreement

Data Center • Lowers cost and provides high-performance, scalable systems for desktop virtualization and cloud infrastructure

• Provides tested and validated configurations, reducing risk and simplifying implementation

• Provides greatest virtual machine density per blade• Reduces cabling and storage needs per user, lowering TCO• Increases control and simplifies desktop administration• Provides scalability, data protection, and a near-native user

experience• Supports customer hypervisor and storage preferences

Citrix helps Cisco by:• Promoting and supporting Cisco UCS as a higher

density and higher performance server platform• Highlighting Cisco Validated Designs for the Citrix

XenDesktop workload on Cisco UCS

Cisco helps Citrix by:• Providing more virtual machines per server and

reducing overall costs to implement desktop virtualization

• Providing Cisco Validated Designs to reduce risk and speed up implementation

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Desktop • Provides excellent virtual desktop performance combined with voice and video; new endpoint devices deliver voice, video, and virtual desktops

• Simplifies operations and desktop administration• Delivers a near-native end-user experience, lowering costs

and enhancing end-user capabilities and productivity with video and voice added to desktop virtualization, requiring no hairpinning for video, and increasing user satisfaction with BYOD support

• Supports Cisco and third party fixed and mobile devices

Citrix helps Cisco by:• Promoting Cisco endpoints• Highlighting Citrix HDX and Cisco WAAS

integration for superior video and real time communications performance

Network • Optimizes networks for desktop virtualization, improving performance, scale, and bandwidth

• Optimizes virtual desktop traffic with up to 70% accelerated application and video performance, up to twice as many users, and 60% less bandwidth with Cisco Wide Area Application Services (WAAS) optimization for Citrix XenDesktop

Cisco helps Citrix by:• Giving Citrix more influence in customer accounts• Highlighting that Cisco networks are now Citrix

HDX aware• Supporting Citrix XenDesktop, alleviating concern

from network buyers about network load

Security • Uses desktop virtualization and virtualization-aware security to protect information and access

• Centralizes and protects access to critical data and IP addresses using policy-based identity services

• Uses virtualization-aware networking, security, and policy management keep desktop virtual machine traffic separate from other data center traffic

• Monitors network traffic for threats and takes corrective action

Cisco helps Citrix by:• Expanding the security discussion from the data

center to the desktop• Separating data center traffic from desktop

virtualization traffic

Citrix helps Cisco by:• Enhancing overall security by locking down user

data and remediating vulnerable endpoints

Engaging Decision Makers and Influencers (continued)

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Applications • Provides an on-demand application delivery solution that allows any Windows application to be virtualized, centralized, and managed in the data center and instantly delivered as a service to users anywhere and on any device

• Can help organizations reduce application management costs by as much as 50 percent

• Provides leading performance for application delivery to the desktops and virtual machines in the data center

Citrix helps Cisco by:• Giving Cisco more influence in customer accounts• Providing more control over application

deployment, management, and maintenance

Communications • Overcomes traditional limitations of unified communications in a virtual desktop environment

• Integrates virtual desktops with voice and video• Expands platform choices and integrates with some existing

IP phones• Improves video with no hairpinning effect• Can be expanded to new users

Cisco helps Citrix by:• Giving Citrix access to a new solution area with

millions of Cisco Unified Communication seats• Expanding voice and video solutions to desktop

virtualization and Cisco VXI• Expanding Citrix’ strategy by bringing Cisco

collaboration capabilities to BYOD

Line of Business • Offers next-generation virtual workspace that provides virtual desktops, voice, and video any time, anywhere, and on any device, enhancing business agility and increasing employee effectiveness

• Enhances flexibility and productivity, providing application and data access any time, anywhere, and on any device

• Improves data protection and security• Is easy to deploy and expand; no disruption from upgrades or

maintenance• Increases capabilities with voice and video integration

Cisco and Citrix complement each other by:• Supporting each other's vision and desktop

virtualization strategy• Jointly delivering end-user and business-

enhancing functions while reducing costs and risk

Engaging Decision Makers and Influencers (continued) 1. Cisco and Citrix Joint Vision







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Overview of the Joint SolutionAreas of Joint Collaboration

Cisco and Citrix are committed to collaborating and exploring technology integration in these key areas:

• Creating data center success with Cisco UCS and Citrix XenDesktop: Building on a year-long partnership, the companies will continue to collaborate on development and design validation and optimization of Cisco UCS, Citrix XenDesktop, and Citrix XenServer.

• Enabling the Cisco network to become Citrix HDX aware: The companies will collaborate to enable Cisco products with HDX. The first product from the collaboration will be the next version of Cisco Wide Area Application Services (WAAS) which will provide improved application performance running on a virtual desktop over the WAN. Going forward, Cisco will enable additional Cisco products to be HDX aware. This helps ensure that Cisco customers can gain the benefits of XenDesktop virtual desktops now and in the future, without upgrading hardware.

• Improved device support with integrated multimedia: Cisco and Citrix are working to ensure that all Cisco endpoint devices, including the enterprise-class Cisco Cius tablet, ship with Citrix Receiver, whether embedded within the device or available via AppHQ, Cisco’s enterprise application store. Customers and end users get the high-definition experience they would expect from Cisco and Citrix with access to the applications and solutions they need right out of the box. The companies will continue to unlock additional differentiation with Cisco endpoints and Citrix Receiver to enable Cisco devices to deliver a superior rich media experience compared with basic Citrix Ready endpoints.

• Strengthening commitment to Cloud Computing: Cisco and Citrix are committed to enabling public and private clouds for enterprise customers and service providers. The companies will collaborate on desktop-as-a-service (DaaS) and other virtual desktop-based solutions that can run in either a private or public cloud.

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Overview of the Joint Solution (continued)

Cisco VXI with Citrix XenDesktop (Figure 1) is the best choice for:• Large-scale deployments: Citrix XenDesktop has deployments of from 500 to 100,000 users. It is a proven, enterprise-class

desktop virtualization solution.

• WAN environments: Cisco is well known as a networking leader and now Cisco networks are now Citrix HDX aware with Cisco WAAS, allowing even greater optimizations and accelerations across the network, with specific support for Citrix XenDesktop. Citrix XenDesktop with HDX is tuned specifically for multi-media desktop virtualization requirements spanning LAN and WAN environments. Together, Cisco and Citrix provide an industry-leading high-definition user experience across any network – LAN or WAN.

• Heterogeneous endpoints: Citrix XenDesktop with Receiver delivers virtual desktops and applications to all platforms and devices. Citrix Receiver is embedded in Cisco Virtualization Experience Client (VXC) endpoints and Cisco Cius™ devices, the most innovative, purpose-built endpoints in the industry.

• Heterogeneous hypervisors: Citrix XenDesktop is the only open architecture solution that works across all major hypervisors, including Citrix XenServer, Microsoft Hyper-V, and VMware vSphere and. Cisco UCS supports these hypervisors and is virtualization optimized.

• High-performance video, audio, multimedia: Cisco is a leader in high-value, innovative IP-based collaboration solutions, from simple IP telephony to complex collaboration solutions and Cisco Telepresence. These solutions are now further enhanced through a Citrix HDX aware infrastructure delivering an outstanding multimedia experience through technical features including Adobe Flash redirection and Citrix HDX acceleration. Cisco VXC endpoints intelligently route multimedia communications traffic directly between virtual desktop endpoints (Cisco VXC 6215 or 4000 Series), bypassing the need to traverse the network through the virtual desktop display protocol. Customers get an uncompromised user experience from acceleration, prioritization, and optimizations throughout the joint solution stack.

• Heterogeneous networks: Customers may seek network devices from multiple vendors (F5, Riverbed, Barracuda, etc.). It is in the best interest of Citrix and Cisco to promote our own newtorking solutions to keep other vendors out of the account.

• Deploying with confidence: IT managers are looking for innovative ways to design their virtual workspace solutions and speed large-scale deployments. Cisco and Citrix address this challenge by offering Cisco Validated Designs. These designs provide a blueprint of how to design workspace solutions end-to-end and have been tested to work with the latest flagship products from Citrix including Citrix XenDesktop 5.5, Citrix XenApp 6.5, and Citrix XenServer 6.0.

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Overview of the Joint Solution (continued)Figure 1. Cisco VXI with Citrix XenDesktop

Virtualized Data Ceter Virtualized-AwareBorderless Network

Centralized Policy Management with Cisco ISE

Campus/Branch

VirtualizedCollaborative Workspace

THIN CLIENTCisco VXC 6215

SOFTWAREAPPLIANCECiscoVXC 4000

ZERO CLIENTCisco VXC2100 & 2200

MOBILE CLIENTCisco Cius

vWAAS

HDX

Cisco Nexus

ACE

VirtualQuad

EMC2 NetApp

HypervisorCITRIX VMware Microsoft

Desktop Virtualization SoftwareCITRIX XenDesktop

Microsoft OS

MS OfficeCisco CollaborationApplications

VirtualUnified CM

Compute UCS

ISR

AccessSwitching

w/PoE

HDXWAAS

Si

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Overview of the Joint Solution (continued)

Main Differentiators of the Joint Solution

• Provides the best user experience with Citrix XenDesktop, the leading desktop virtualization software, on Cisco networks, which are now Citrix HDX aware with Cisco Wide Area Application Services (WAAS), providing outstanding performance.

• Get more Citrix XenDesktop sessions per blade with Cisco UCS. Leading virtual machine performance, simplified deployment, and reduced cabling means lower cost per desktop. Validated designs can accelerate implementation and Citrix XenDesktop sales.

• Protect investment in existing IP phones and PCs and improve video performance (no hairpinning) with Cisco VXC endpoints, providing optimized delivery for Citrix XenDesktop with integrated voice and video.

Cisco Validated Design

Cisco and Citrix have developed a Cisco Validated Design for Cisco VXI with Citrix XenDesktop. It provides design considerations and guidelines for deploying an end-to-end Cisco VXI solution. Use this Cisco Validated Design with customer network engineers and architects to help them design and implement our joint solution and reduce the costs and risks of any new solution. Additional Cisco Validated Designs focus on scalability and performance of high density Citrix XenDesktop and Citrix XenApp deployments. These can be accessed by going to:

• http://www.cisco.com/en/US/docs/solutions/Enterprise/Data_Center/VXI/CVD/VXI_CVD_Citrix.html#wp1667534

• http://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns955/ns1099/solution_overview_c22-685415.pdf










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http://www.cisco.com/en/US/docs/solutions/Enterprise/Data_Center/VXI/CVD/VXI_CVD_Citrix.html#wp1667534

http://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns955/ns1099/solution_overview_c22-685528.pdf





Managing Competing Offerings

The primary goals for the Cisco and Citrix partnership are to win together, increase revenues and market share, and beat the competition. Both companies firmly believe that Cisco VXI with Citrix XenDesktop offers a market leading solution that will enlarge and accelerate desktop virtualization opportunities.

Although Cisco and Citrix have complementary offerings, there may be areas of competition in the sales cycle. Use Table 1 to navigate sales planning and achieve a successful outcome. Joint planning, partnership, and some compromises will provide greater net benefits to Citrix, Cisco, and the customer. A conversation between Cisco and Citrix account teams needs to take place to determine who will lead in certain technology areas and to determine potential areas of competition.

Also, make sure to include the channel partner, as they may already have a plan for the technologies with which to lead. While at times Citrix and Cisco may need to directly compete, it is important that we do not lose business to our joint competitors.

Account Scenarios:

The Cisco and Citrix account teams should look at the overall opportunity and determine the lead in a competitive situation. After the lead is determined, the other account team should support a unified strategy in the customer’s view.

Guidelines for Competing Directly:

• Do what is best for the customer

• Understand the potential for competition in certain technology areas

• Think “big picture.” Remember: If we compete in one technology area, we can still win together elsewhere.

In the event either the Cisco or Citrix sales team has not aligned to spirit of the joint alliance or departed from the joint engagement guidelines, the account team should engage their regional sales lead to remedy the issue. It is imperative that our sales teams work cooperatively

In the event that both Cisco and Citrix lose an opportunity to a competitor, the account teams, with their regional sales lead, should come together for an assessment to avoid this outcome in the future.

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Managing Competing Offerings (continued)Table 1. Cisco and Citrix Technology Positioning

Technology Products PositioningWAN optimization • Cisco WAAS

• Citrix Branch RepeaterCisco WAAS is more complementary than competitive. Through joint Cisco and Citrix investment and collaboration, Cisco networks are now Citrix HDX aware. Therefore, a Cisco network running Cisco WAAS can automatically detect and optimize Citrix XenDesktop and XenApp traffic. Operationally, integrating WAN optimization into the existing infrastructure (Cisco Integrated Services Routers [ISRs]) at remote offices simplifies IT management and can accelerate a customer’s Citrix XenDesktop deployment. If the customer does not have a preference, lead with Cisco WAAS. Help ensure that the sales strategy does not result in a loss to Riverbed.

Load balancing • Cisco Application Control Engine (ACE)

• Citrix NetScaler

Through account planning, Cisco and Citrix should determine which offering would best suit the customer environment. If the customer has made some investments in one vendor for load balancing, the strategy should be to support the customer preference. The most import consideration is that neither vendor loses to F5.

Secure access and policy enforcement

• Cisco Identity Services Engine (ISE)

• Cisco Adaptive Security Appliances (ASA)

• Cisco AnyConnect• Citrix Access Gateway

Through account planning, Cisco and Citrix should determine which offering would best suit the customer environment. If the customer has made Cisco security investments, the customer is likely to choose Cisco to help enable consistent access policy across physical and virtual desktops. Likewise, if the customer has invested in Citrix Access Gateway, the customer likely will continue to invest in Citrix for security access. Aligning on security will reduce conflict, accelerate the sales cycle, and improve chances to win versus the competition.

Web conferencing • Cisco WebEx®

• Citrix GoTo MeetingThese offerings are not part of the joint Cisco and Citrix desktop virtualization offering. Both Cisco WebEx and Citrix GoTo Meeting offer differentiated value to their target customer audiences. In this area specifically, there would be no joint planning. Each vendor should pitch its offering and value to the customer and allow the customer to decide.








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Next Steps

1. Cisco, Citrix, and channel partner sales teams need to:

– Know where each vendor is strongest and where each vendor is less well-known or accepted, by buying type and technology

– Discover what the critical account challenges are and which buying types are leading and influencing the decision process

2. Find and get to know your Cisco or Citrix counterparts across all sales and sales support functions

– Enterprise Account Mapping Program: Jointly developed by Cisco and Citrix, this program is designed to promote large, enterprise sales engagements to accelerate Cisco VXI and Citrix XenDesktop adoption. This program gives both account teams access to dedicated resources to help ensure success. If you are interested in nominating your account, please contact your geographical or regional lead.

– Geographical and regional Cisco and Citrix leads: Each region has dedicated Citrix and Cisco alliance leads to help ensure the success of the relationship by guiding sales engagement and alignment. Please refer to Table 2 to determine the main leads in your region.

– Worldwide leads: Both worldwide alliance and sales teams are available to help guide alignment and engagement at the worldwide level. Worldwide leads provide overlay coverage and expertise to help their geographical and regional counterparts.

– Channel teams: Cisco and Citrix counterparts will have access to their respective channel teams to guide engagement with joint partners to accelerate sales. Because both companies are channel focused, we expect the channel teams to provide guidance and support to align resources.

3. Compare contacts and notes, identify targets, and discuss opportunities.

4. View each other’s respective sales activities and methodologies and assign roles and responsibilities.

5. Enter and manage opportunities in salesforce.com.

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Next Steps (continued)Joint Sale Motion

Cisco & Citrix Joint Selling Process

Prospect Qualify Propose Agree Close

• Joint target opportunities validated by both parties• Opportunity evaluation & planning: customer pain points, preferences, budget• Register the prospective opportunity in SFDC if qualified

Identify Target Customers1

• Identify competitive environment; determine/engage joint channel partner• Customer meeting to validate solution requirements, timing, budget• First customer visit and demo

Consult with YourCustomers/Prospects 2

• Propose phased solution with POC/Pilot to begin; success leads to full implementation

Propose Solution & Agree onProof-of-concept (POC)/Pilot3

• Review POC, and agree to proceed with phased implementation• Agree on solution, terms, schedule and initiate paid pilot

Agree on Solution &Implementation Phases 4

• Complete agreement and close sale• Implement solution• Review results 90 days post solution and upsell to next solution

Complete Formal Agreement& Implement Solution 5

Promote your joint wins and get recognized for your success. As you successfully drive joint business, be sure to communicate your successes to Jennifer Hewlett ([email protected]) and John Panagulias ([email protected]), who can share your successes with executive leadership and offer best practices to the broader sales organization.








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mailto:[email protected]




Sales ResourcesTable 2. Regional Sales Leads

Joint Sales Teams Citrix Cisco

Strategic Alliance Leads Samantha Foster [email protected]

Gary Borad [email protected]

Cisco VXI Sales Leads Derek Cheung [email protected]

Shan Soult [email protected]

Solution architects Tarkan Kocoglu [email protected]

Paul Magnaghi [email protected]

Americas Andrew Mills [email protected]

Scott Baumgartel [email protected]

Europe, Middle East, and Africa (EMEA)

Kristian Blackshaw [email protected]

Enrico Albertin [email protected]

Asia-Pacific and China (APAC)

Nathan Goh [email protected] Kohli [email protected]

Peter Nicholls [email protected] Ong [email protected]

Japan Akhiko Kawai [email protected]

Ryosuke Nakazawa [email protected] Tsuchiya [email protected]








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For More Information

• Cisco.com: http://www.cisco.com/go/vxi, www.cisco.com/go/citrix

• Citrix.com: http://www.citrix.com

• Citrix Vice President and General Manager Gordon Payne video: http://www.citrix.com/tv/#videos/4679

• Cisco WAAS Optimized for Citrix XenDesktop (overview): http://www.cisco.com/en/US/prod/collateral/contnetw/ps5680/ps6870/white_paper_c11-688526.html

• Cisco WAAS Optimized for Citrix Q&A: http://www.cisco.com/en/US/prod/collateral/contnetw/ps5680/ps6870/qa_c67-688536.html

• Strategic Alliance Overview - http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=499570

• Citrix and Cisco Strategic Alliance Page: http://www.citrix.com/English/partners/partner.asp?partnerID=2303493

• Cisco VXI with Citrix XenDesktop Cisco Validated Design: http://www.cisco.com/en/US/docs/solutions/Enterprise/Data_Center/VXI/CVD/VXI_CVD_Citrix.html#wp1667534.

• Internal Cisco resources

– Citrix Alliance page: http://wwwin.cisco.com/wwchannels/gtpo/tpo/partners/citrix/index.shtml

– VXI IWE: http://iwe.cisco.com/html/index.html#url=/web/cisco-vxi/sellling-resources

• Internal Citrix Selling Resources

– Sales Success Kits: http://www.citrix.com/successkits

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco and the Cisco logo are trademarks or registered trademarks of Cisco and/or its affiliates in the U.S. and other countries. To view a list of Cisco trademarks, go to this URL: www.cisco.com/go/trademarks. Third-party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company. (1110R) C07-694672-00 01/12

Citrix®, FlexCast™, HDX™ and XenDesktop™ are trademarks of Citrix Systems, Inc. and/ or one or more of its subsidiaries, and may be registered in the United States Patent and Trademark Office and in other countries. All other trademarks and registered trademarks are property of their respective owners.








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www.cisco.com/go/vxi, www.cisco.com/go/citrix

www.citrix.com

http://www.citrix.com/tv/#videos/4679

http://www.cisco.com/en/US/prod/collateral/contnetw/ps5680/ps6870/white_paper_c11-688526.html

http://www.cisco.com/en/US/prod/collateral/contnetw/ps5680/ps6870/white_paper_c11-688526.html

http://www.cisco.com/en/US/prod/collateral/contnetw/ps5680/ps6870/qa_c67-688536.html

http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=499570

http://www.citrix.com/English/partners/partner.asp?partnerID=2303493



http://wwwin.cisco.com/wwchannels/gtpo/tpo/partners/citrix/index.shtml

http://iwe.cisco.com/html/index.html#url=/web/cisco-vxi/sellling-resources

http://www.citrix.com/successkits

Citrix and Cisco Engagement Guidebook

Documents

Transcript of Citrix and Cisco Engagement Guidebook