Registering customers deals and customer references is importatant because it is one of the requirements for advancement and earning program points. 
 
For more information about advancement, please see the Advancement and Points page at http://developer.cisco.com/web/partner/advancepoints.
 
For step-by-step instructions on how to register customer deals and customer reference, please see Section 5.4 in the Program Application Instruction guide at http://developer.cisco.com/c/document_library/get_file?folderId=1077842&name=DLFE-21002.pdf&redirect=%2Fweb%2Fpartner%2Ffeedback%3Fp_p_id%3Ddoc_library_summary_portlet_WAR_doclibrarysummaryportlet_INSTANCE_Rv4t%26p_p_lifecycle%3D0%26p_p_state%3Dnormal%26p_p_mode%3Dview%26p_p_col_id%3Dcolumn-1%26p_p_col_count%3D2.