SVPMA Monthly Event - From A Start-Up To An S&P 500 - A Product Marketing Journey with Baruch Deutsch, Cisco Systems July 7, 2010

Organization: SVPMA - Silicon Valley Product Management Association
Topic: SVPMA Monthly Event - From A Start-Up To An S&P 500 - A Product Marketing Journey with Baruch Deutsch, Cisco Systems
Speaker: Baruch Deutsch, Senior Director, Product Marketing, Cisco Systems
Date: Wednesday, July 7th, 2010
Time: 6:30pm - 9pm
Location: Network Meeting Center at the TechMart - 5201 Great America Parkway, Santa Clara
Cost: Free for Members. $30 for pre-registered Non-Members. $40 at the door.
More info: http://www.svpma.org/meetings.html

Presentation Summary:
As a product manager, we all aspire to grow our product line revenue, scale the product reach and expand the product scope. Achieving this is a journey that can be fun, challenging and frustrating all in one!

Come and learn from one company’s journey from a startup to a successful business unit in a company that is a household name not only in the US but across the world.

This session will describe the challenges, breakthroughs, successes and near-failures involved in growing a product line from an early stage technology startup to a successful business unit within Cisco systems.

Chapter I - Early days: identifying a market, technology innovation, acquiring initial customers and landing an acquisition

Chapter II - Acquisition integration: developing an identity, reforming the team, balancing priorities, re-launching a product

Chapter III - Growth pains: handling large customers, gaining sales trust, dealing with economies of scale

Chapter IV - Scaling up: understating sales channels, go to market strategies, leveraging your ecosystem

Speaker:
Baruch Deutsch is a Senior Director for Cisco Wide Area Application Services (WAAS) product line. In this role Baruch is responsible for technical marketing and product management for the WAAS product line. Within a few years Baruch has been instrumental in making WAAS a valuable component of Cisco networking portfolio, deployed at 1000’s of customers and generating 100’s of Millions of dollars in annual revenues.

Prior to joining Cisco, Mr. Deutsch was the VP of Products & Markets at Actona Technologies. Actona Technologies was acquired by Cisco Systems in August of 2004. At Actona, Mr. Deutsch was responsible for the definition and delivery of products for wide area file services (WAFS).

Prior to joining Actona, Mr. Deutsch served as a VP of Products at two other companies – a dot com company focused on the semiconductor space and an eLearning company. Mr. Deutsch was a Director of Marketing at Cadence Design Systems, where he was responsible for system-level design tools for semiconductors. Mr. Deutsch holds an MBA and MSEE degrees from Tel Aviv University, and a BSEE from the Technion, Israel.