Differentiation in a commoditized market: How CenturLink found it, Benda Van der Steen, CentryLink

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Brenda Van der Steen, Content Strategy Group Manager presents at the Marketing & Sales Alignment Conference about how Qwest/CenturyLink was able to identify its differentiation.

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Differentiation in a commoditized market: How CenturLink found it, Benda Van der Steen, CentryLink

  1. 1. Differentiation in a commoditized market:How CenturyLink found itBrenda Van der SteenContent Strategy Group ManagerBusiness Markets GroupSeptember 21, 2011Availability 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  2. 2. Commoditized Differentiation … really? Which one are we? Which one are you? 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 than2 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  3. 3. Even harder with…. 1,200 Sales Professionals 110 Products/Solutions 5 Verticals 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 than3 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  4. 4. The Math 1,200X110X5=660,000 Potential Messages 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 than4 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  5. 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 than5 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  6. 6. The Result YOUR BUSINESS LIVES ON YOUR NETWORK, MAKE THE MOST OF YOUR INVESTMENT Cost Management Changes in Demand Continuity 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 than6 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  7. 7. Deployment • Executive buy-in • Tools • Training • Alignment • Focus on our customer 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 than7 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  8. 8. What we are hearing… the impact • “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 than8 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  9. 9. What’s next 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 than9 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  10. 10. Pull-through 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 than10 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  11. 11. LEARNINGS: • Rationalize feedback • Better cross-section of sales participation • Importance of executive buy-in • Keep it alive • Deeper dive... • Finding our “Why” 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 than11 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  12. 12. Why? YOUR BUSINESS LIVES ON YOUR NETWORK, MAKE THE MOST OF YOUR INVESTMENT Cost Management Changes in Demand Continuity 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 than12 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY

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