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Competing for Customers: Why Delivering Business Outcomes is Critical in the Customer First Revolution by Craig LeGrande, Amir Hartman, Jeb Dasteel

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6. Cisco: Engaging Customers to Deliver Business Outcomes

“Market transitions wait for no one.”

—John Chambers

In recent years, few companies have integrated customer success as part of their go-to-market DNA better than Internet pioneer Cisco. Founded in 1984 by Leonard Bosack and Sandy Lerner, Cisco has been riding the Internet wave for more than three decades, supplying businesses with the plumbing that runs the Web—the switches, routers, and networking gear that shuttle information between computers around the world. In 1991, Cisco hired John Chambers, who took Cisco from a $1 billion networking company to one of the most admired global technology leaders.

It’s no surprise that Cisco’s success attracted a crowd of upstarts and innovators ...

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