Selling Business Outcomes (SBO)


This course provide an introduction to Selling Business Outcomes.  This course is designed for individuals who are involved in the role of a partner account manager and are responsible for selling Cisco technology solutions to customers.  The intent of this course is to provide students with the core knowledge and skills needed to understand the customer business context, define technology solutions that are aligned with business requirements, and ultimately drive specific business outcomes and business value.

Throughout this course, students will have the opportunity to apply what they learn to real-life business scenarios through guided exercises and challenge questions at the end of each lesson.  Where applicable, course content is presented in the context of actual business outcomes sales scenarios.

Target Audience

This course is designed for entry level Channel Partner Account Managers as well as experienced Channel Partner Account Managers responsible for selling Cisco technology solutions to external customers.


It is strongly recommended that prior to enrolment to this course, students have the following skills/experience:

  • Basics of selling
  • Fundamental knowledge of technology solutions
  • Individuals with up to two years experience working with a Cisco Channel Partner
  • Individuals who have a high degree of interaction with business stakeholders
  • Experienced individuals who are re-certifying their CSE requirement

Course Objectives

Upon completing this course, the learner will be able to:

  • Explain the tenets, principles, and approach to business outcomes sales
  • Articulate the customer environment for purchasing and adopting technology solutions
  • Describe opportunities for sales revenue and customer impact across industry verticals
  • Discuss critical success factors and key performance indicators for business outcomes sales
  • Identify key customer decision makers, influencers, and expectations
  • Explain the financial drivers that impact business outcomes sales
  • Prepare a customer focused action plan and business outcomes story

Course Outline

Module 1: The Business Outcomes Sales Approach

  • Lesson 1: The Business Outcomes Sales Approach
  • Lesson 2: The Cisco Approach to Business Outcomes Sales
  • Lesson 3: The Business Outcomes Sales Role
Module 2: Aligning Business Outcomes to the Customer Business Context
  • Lesson 1: The Customer Value Proposition and Value Chain
  • Lesson 2: Critical Success Factors (CSFs), Key Performance Indicators (KPIs), and Success Metrics in Business Outcomes Sales
  • Lesson 3: Customer Business Requirements and Business Outcomes Sales
  • Lesson 4: Articulating the Customer Business Context
Module 3: Cisco Service Solutions Across Industry Verticals
  • Lesson 1: Overview of Industry Verticals
  • Lesson 2: Cisco Scenario Examples for Industry Verticals
Module 4: Business Outcomes and Opportunities from Emerging Technology
  • Lesson 1: Current and Emerging Technology Trends
  • Lesson 2: Business Outcomes Opportunities from Emerging Technology
Module 5: Customer Decision Makers, Influencers, and Expectations
  • Lesson 1: Stakeholder Identification and Analysis for Business Outcomes Sales
  • Lesson 2: Customer Relationship Management
  • Lesson 3: Communication and Negotiation
Module 6: Determining the Financial Value of Business Outcomes Sales
  • Lesson 1: Finacial Considerations for Business Outcomes Sales
  • Lesson 2: Licensing and Consumption Considerations
  • Lesson 3: Financial Value and Benefits of Business Outcomes Sales
Module 7: Communicating the Business Outcomes Story to the Customer
  • Lesson 1: Cisco Enablement Rescources
  • Lesson 2: Presenting the Business Outcomes Story

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