Differentiation in a commoditized market: How CenturLink found it, Benda Van der Steen, CentryLink
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Transcript of Differentiation in a commoditized market: How CenturLink found it, Benda Van der Steen, CentryLink
Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
Differentiation in a commoditized market: How CenturyLink found it Brenda Van der Steen Content Strategy Group Manager Business Markets Group September 21, 2011
Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
Commoditized Differentiation … really?
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Which one are we?
Which one are you?
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Even harder with….
1,200 Sales Professionals
110 Products/Solutions
5 Verticals 3
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The Math
1,200X110X5=660,000
Potential Messages
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Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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 5
Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
The Result
YOUR BUSINESS LIVES ON YOUR NETWORK, MAKE THE MOST OF YOUR INVESTMENT
Cost Management Changes in Demand Continuity
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Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
Deployment
• Executive buy-in
• Tools
• Training
• Alignment
• Focus on our customer
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Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
What we are hearing… the impact
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• “We need one of these for all the major industries, healthcare, finance, etc.”
• “This would really start the discussion.”
• “I was thinking the whole time, ok prove it. Then you did on the last slide.”
• Comes from a point of view, “We understand your problems, here is how we’d help.”
• I never thought I would say thank you to marketing
Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
What’s next
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Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
Pull-through
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http://www.centurylink.com/business/resource-center/videos-and-demos/list.html#3022
Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
LEARNINGS:
• Rationalize feedback
• Better cross-section of sales participation
• Importance of executive buy-in
• Keep it alive
• Deeper dive...
• Finding our “Why”
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Availability of CenturyLink services varies. Please refer to the following for availability details: HTTP://qwest.centurylink.com/legal/docs/availability © 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
Why?
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YOUR BUSINESS LIVES ON YOUR NETWORK, MAKE THE MOST OF YOUR INVESTMENT
Cost Management Changes in Demand Continuity