Marketing and sales dual podium presentation

A Winning Strategy:

Alignment between
Sales and
Marketing

Jo Becker, Manager Sales Effectiveness
Valerie Berezuk, Marketing Manager
Enterprise Markets Group

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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

Something in Common….

“Use-to-be”….
“Use-to-be’s”
Ø Industry Leader Molly Ringwald
Ø Standard others were
compared to GM
Ø Brand defined industry
Sears
Blockbuster


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

Something in Common
Something in Common….

“Use-to-be”….
“Use-to-be’s”
Ø Industry Leader Molly Ringwald
Ø Standard others were
compared to GM
Ø Trusted Brand with
greatest market share Sears
Blockbuster
Your Business


But it doesn’t have to be that way!


Our Story


3 rd largest telecom company in the US

45,000 employees

95 The percentage of fortune 500
companies that choose CenturyLink


Our Story


OUR story


Our Story


Value
Wedge Prospect Value
Parity

Our
CenturyLink Message Competitors


Problem solved
and the value
prospects will
realize
MEANS
Our
Message What our
prospects
DOES could do
better

Our
IS features


The beginning


The Power Positions

YOUR BUSINESS LIVES ON YOUR NETWORK,
MAKE THE MOST OF YOUR INVESTMENT
Cost Management Changes in Demand Continuity


Best Practice

Conversation Industry Trends
Target audience

Roadmap
DOES

MEANS
Research
IS
Challenges
Sales stages

Best Practice

Collateral
Conversation
Roadmap Sales Tools

Campaigns

Social Media

Training


Case Study: The Challenge


Case Study

Case Study: Vertical Pilot


Case Study: Alignment

.


Case Study: Leverage


Digestible “Chunking”
Prospect Customer
Messaging Moments of Truth

Customer Buying Cycle
Loosen the Opportunity Solution
Status Quo Proposing
Development Presentation

34

Measuring Results


Public Positive Feedback
87% message provided strong differentiation

84% pilot is practical in my current role

63% prospect response positive


Sales Feedback
“I saw these messages and I thought they were
excellent and very well done. All of the
materials were fantastic…”

“I did like the power
messages because they
altered my way of thinking.”
“Social Media has been doing a
fantastic job with updates.”

So What?

$58K increase in
potential sales
MEANS

willingness
DOES to execute

a strong
IS campaign


Customer Focused Sales Process

ü Buying Influence
ü Customer Concept
ü Valid Business Reason

40
Alignment

Training
Internal Training Delivery
Start with Leaders
Sales
Marketing


Results
Total Differentiated Messaging, Tools and Conversation Skills
Solution 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.

90 days a
fte
implemen r
ting
training $329,281
high adopters
$8.2
MILLION
total impact

$5.8
MILLION
$187,713
new deals high adopters

$2.4
MILLION
won deals
$44,077 $46,743
low adopters
low adopters

Average New Deal Size
Factored business impact Average Closed Deal Size
based on skill adoption
Availability of CenturyLink services varies. Please refer to the following for availabilitybased on skill adoption
details: HTTP://qwest.centurylink.com/legal/docs/availability
42

Practice and Coaching

Sales Effectiveness Consultants

Leadership Team Focus
• Immersion
• Practical Application

Internal Communication
• Clients
• Meeting
• Each other


Does It Work?

Use
of
Power
Messaging
and
Quota
Performance
(12-‐month
quota
vs.
actual
for
2011)
95% 92.6%
2011
Sales
Performance

90% High
Quota
vs.
Actual

Adopters Average
Quota

85%
Performance
for

80.3% all
reps
in
2011.

80% 78.1%
Middle
75% Low Adopters
Adopters
70%
Bottom
1/3 Middle
Group Top
Group
(29-‐59%
of
the
time) (60-‐70%
of
the
time) (71-‐100%
of
the
time)


What’s Next…

ü Continue to incorporate Power Messaging into all collateral

ü Ongoing roll out of programs and tools to Sales for access to
the right resources
ü Track and review metrics
ü Keep Lines of communication open between Marketing,
Sales and Training
ü Use learnings and best practices
to refine and improve
approach and Materials

Key Learnings


Buy in has
to happen at
the top


Training is the
foundation to build
on


Front-‐line
sales

management
is

key
to
adop>on

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 and focused and build on success


Start with the conversations
you want to be having
b that are important
for and to your
customers

Not with
product knowledge

Break
The
Status
Quo


Marketing and sales dual podium presentation

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