Case study 15
Aligning marketing strategy with supply partners and sales channels
at BT
Activity to drive a more joined up set of behaviours in BT Major Business has been developed through the company's focussed End-to-End Campaign Activity.
For sustained periods the company leads with campaign themes that dominate the marketing mix for the duration of the campaign.
For example, the last campaign concentrated on CRM. During this time:
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All above the line advertising concentrated on CRM.
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Customer magazines led on CRM.
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Business centres opened showcasing our CRM capability.
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Portfolio campaigns drove products within its CRM offering and partnering activity centred on beefing up its CRM offer.
Supplier alignment
Internal supply partners are fully engaged and aligned with our activity. We have worked hard to educate them on our approach and to ensure their product sets were represented in our proposition ladders.
Sales tools
BT has developed leading edge sales tools to assist sales channels. In the sales zone it has over three hundred value proposition case studies. Sales people can access examples of sales made in previous accounts, which they can replicate with their client.
When a sales person inserts a prospect into the prospect management system it connects him to other people who have made sales in the same area.
Client Smart workshops
Client Smart workshops help account teams looking after the largest clients to bring out the key issues faced by their client. They are usually a precursor to Market Focused workshops.