A Winning Strategy: Alignment Between Marketing, Training ......Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability

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© 2011 CenturyLink, Inc. All Rights Reserved. Not to be distributed or reproduced by anyone other than

CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY

A Winning Strategy: Alignment Between

Marketing, Training and Sales

Amy Shriver, Senior Marketing Manager

Mike Sitter, Director of Sales Effectiveness

Enterprise Markets Group



CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY 2







Simon Sinek













Our Story




3

Our Story

45,000

95

rd largest telecom company in the US

employees

percentage of Fortune 500 companies that choose us




Our Story




Our Story




Our Story

CUSTOMER

POINT OF VIEW




Our Story




Our Story




Value Wedge

CenturyLink

Prospect

Competitors

Value Parity




IS

DOES

MEANS

Problem solved

and the value

prospects will

realize

Your

features

What your

prospects

can do better




Getting aligned with the language of Sales:

17




Our Story




The Result

YOUR BUSINESS LIVES ON YOUR NETWORK,

MAKE THE MOST OF YOUR INVESTMENT Cost Management Changes in Demand Continuity

19




MESSAGE

MAP

Target audience

Challenges

Industry Trends

Research

Sales stages

DOES

IS

MEANS

Best Practice




MESSAGE

MAP

Collateral

Sales Enablement

Tools

Campaigns

Social Media

Training

Best Practice




Deployment

•Executive buy-in

•Tools

•Alignment

•Training

•Focus on our

customer

22




Case Study: Vertical Pilot

Case Study




The Vertical Program is….

A pilot program focused on

increasing sales’ vertical revenue.

Case Study




The Vertical Program is also….

Dependent on ALIGNMENT between

Sales, Marketing and Training.

25

Case Study




Goals




Goals




28

Messaging Moments of Truth Prospect Customer

Customer Buying Cycle

Opportunity

Development Solution

Presentation Proposing

Loosen the

Status Quo

Our Approach




RESULTS

29




77%

Headline #1

30

Pilot is valuable to my

current role




84%

Headline #2

31

Pilot is practical in my

current role




Headline #3

32

Good or strong differentiation 87%

Strongest message

Less successful message

63% Prospect response positive

50%

38%

vs

vs




Headline #4

33

78%

73%

82%

0% 25% 50% 75% 100%

Find a contact

Connect with a contact

Do research on a contact or company

Average Frequency

Graph 4: "How often are you using Linkedin?"




Headline #5

34

72%

73%

77%

78%

0% 25% 50% 75% 100%

Manager — help you PREPARE to use the VIP messages with prospects and customers

Manager — SHARE or MODEL ideas for using these messages more effectively

Manager — candidly share any CONCERNS and other FEEDBACK about your skills and progress in using

these messages

Manager — DEBRIEF customer meetings or presentations with you

Average Scores

Graph 5: Coaching and Support




Sales Feedback

35

“I did like the power

messages because it altered

my way of thinking.”

“I saw these messages and I thought they were

excellent and very well done. All of the

materials were fantastic…”

“Social Media has been doing a

fantastic job with updates.”




Results

36

Total

Solution Differentiated Messaging, Tools and Conversation Skills A remarkable, compelling buying experience that gets prospects to choose you

Proof Point Century Link wanted to make a paradigm shift from selling product) to selling total

solutions. They needed to equip their sales force to have new conversations that

would lead to a more comprehensive sale. Corporate Visions helped them create

messaging and train their sales force to deliver that message with confidence.

$2.4 MILLION

won deals

$5.8 MILLION

new deals

$8.2 MILLION

total impact

$329,281 high adopters

$46,743 low adopters

Average New Deal Size

based on skill adoption Factored business impact

$187,713 high adopters

$44,077 low adopters

Average Closed Deal Size

based on skill adoption




WHAT’S NEXT?




Key Learnings

38

• Buy-in has to happen at the top

• Training helps buy-in happen from the bottom up

• Front-line sales management is key to success/adoption

• Message consistency is key

• Create a process and stick to it

• Don’t try to solve world hunger – start small/focused and

build on success

• Important: start with the conversation you want

customers to have – not with the knowledge you want

sales to have

But maybe most important of all…..




Documents

A Winning Strategy: Alignment Between Marketing, Training ......Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability