Perhaps more than ever, technology sales professionals face dynamic, challenging and rewarding opportunities. The same is true for customer executives, with many leaders focused on revenue growth, higher profit and stronger security and risk mitigation. Decision-makers over IT budgets face difficult choices in balancing digital business or new technology initiatives with continued funding of IT operations and maintenance.
These forces shape the context in which technology sellers operate. Customer buying behavior is driving professionals to adapt from a ‘product push’ style, to using customer-centric solution and outcome-based selling approaches. This transition is best enabled through acquisition of new knowledge, skills and related confidence.
The Applying Cisco Specialized Business Value Analysis Skills (BTASBVA) v3.0 is a 2-day instructor-led course that builds practical skills on solutions- and outcome-based selling approaches. Self-study modules, instructor facilitated discussion and exercises cover the full sales process, from prospecting through winning deals and spurring adoption and usage.
This course includes new modules covering Cisco’s unique outcome-based selling approach (steps). These steps were defined with ‘pipeline growth’, ‘shorter sales cycles’, and faster/stronger adoption of technology among the top outcomes.
This course prepares learners for the Cisco Business Value Specialist exam (820-422). A passing score on this exam is a requirement for earning the Cisco Certified Business Value Specialist and Cisco Certified Business Value Practitioner designations.
This course consists of both ELT and ILT components. There is a preparatory ELT course that provides an overview of outcome-based selling, and provides additional knowledge and resources prior to taking the ILT version. There is post-ELT course that summarizes the learning and activities from the ILT and provides additional information for successful outcome-based selling.
Throughout this course learners 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. Ancillary materials are provided to enable individuals to successfully define technology solutions that drive business outcomes in their everyday job role.


Upon completing this course, the learner will be able to meet these overall objectives:
  • Apply research and gather customer information to prepare an outcome-based selling strategy
  • Apply Cisco’s business outcome-based selling approach from market awareness to solution adoption and consumption
  • Interpret a customer’s business context and identify the “As-Is” and “To-Be” states of the business
  • Determine how desired customer outcomes can be enabled with solutions and services
  • Determine a baseline for measuring progress against stated targets
  • Outline a plan for managing IT and Line of Business (LoB) stakeholders across the sales cycle
  • Demonstrate how Key Performance Indicators (KPIs) and outcome metrics are reflected in business financials
  • Prepare an implementation strategy and roadmap
  • Explain how structured communication approaches enable improved results from complex stakeholders interactions


The course contains these components:
  • Technology Sales: Context for Success
    • Markets and Customer Buying Trends
    • Sales Approaches: Choices and Impacts
    • Solution- and Outcome-Based Selling: Pictures of Success
    • The Cisco Approach to Outcome-Based Selling
  • Know the Customer
    • Industry Background and Customer Baseline
    • Business and Technology Strategies
    • Stakeholders and Their Approach to Decision Making and Management
    • Business Model, Operations, and Value Creation
    • Communication and Negotiation
  • Build the Sales Opportunity
    • Understanding the Desired Customer Outcomes
    • Quantify the Target Results
  • Enabling Outcomes with Cisco Solutions and Services
    • Cisco Solutions and Services
    • Risks and Mitigation for Outcome-Based Selling
  • Financial Considerations and Metrics for Outcomes
    • Financial Aspects of Outcomes
    • Case Study: Articulate Financial Considerations and KPIs
  • Organizational Change and Adoption
    • Pilot and Prototype Approaches in Outcome-Based Selling
    • Organizational Change and Adoption Considerations
    • Case Study: Organizational Change and Adoption
  • Managing the Post-Sales Process
    • Cisco Enablement Resources
    • Post-Sales Opportunities
    • Case Study: Identify Post-Sales Opportunities
  • Wrap Up and Next Steps
    • Wrap Up and Next Steps

Prerequisite Knowledge

The knowledge and skills that a learner should possess before attending this course are as follows:
  • Pass one of the following Cisco exams:
    • 810-401—Selling Business Outcomes
    • 810-420—Understanding Cisco Business Value Analysis Fundamentals
  • At least three years of experience selling technology, or networking products and services