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Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
Marketing and sales  dual podium presentation
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Marketing and sales dual podium presentation

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Learn how CenturyLink develops relevant sales training tools that align and reinforce its investment in sales training. Hear how these enablement tools help improve customer messaging and sales …

Learn how CenturyLink develops relevant sales training tools that align and reinforce its investment in sales training. Hear how these enablement tools help improve customer messaging and sales conversations, and how they proved it by measuring the impact.

Valerie Berezuk,
Manager of Field Marketing,
CenturyLink

Jo Becker,
Sales Effectiveness Manager,
CenturyLink

Published in: Business, Technology
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  • 1. A Winning Strategy: Alignment between Sales and MarketingJo Becker, Manager Sales EffectivenessValerie Berezuk, Marketing ManagerEnterprise Markets GroupAvailability 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. Something in Common….“Use-to-be”…. “Use-to-be’s”Ø Industry Leader Molly RingwaldØ Standard others werecompared to GMØ Brand defined industry Sears Blockbuster 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
  • 3. 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. 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 thanCenturyLink 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 6. 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 7. 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 8. 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 9. 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 10. Something in CommonSomething in Common….“Use-to-be”…. “Use-to-be’s”Ø Industry Leader Molly RingwaldØ Standard others werecompared to GMØ Trusted Brand withgreatest market share Sears Blockbuster Your Business 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
  • 11. 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. But it doesn’t have to be that way! 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
  • 13. 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 than13 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 14. 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 than14 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 15. 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 than15 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 16. 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 than16 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 17. 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 than17 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 18. Our Story 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 than18 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 19. 3 rd largest telecom company in the US 45,000 employees 95 The percentage of fortune 500 companies that choose CenturyLink 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 than19 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 20. Our Story 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 than20 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 21. OUR story 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 than21 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 22. Our Story 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 than22 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 23. Our Story 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 than23 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 24. ValueWedge Prospect Value Parity Our CenturyLink Message CompetitorsAvailability 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
  • 25. Problem solved and the value prospects will realize MEANS Our Message What our prospects DOES could do better Our IS featuresAvailability 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
  • 26. The beginning 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 than26 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 27. The Power Positions 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 than27 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 28. Best Practice Conversation Industry Trends Target audience Roadmap DOES MEANS Research IS Challenges Sales stages 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 than28 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 29. Best Practice Collateral Conversation Roadmap Sales Tools Campaigns Social Media Training 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 than29 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 30. Case Study: The Challenge 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 than30 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 31. Case Study Case Study: Vertical Pilot 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 than31 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 32. Case Study: Alignment . 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 than32 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 33. Case Study: Leverage 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 than33 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 34. Digestible “Chunking”Prospect Customer Messaging Moments of Truth Customer Buying Cycle Loosen the Opportunity Solution Status Quo Proposing Development Presentation 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/YY34
  • 35. Measuring Results 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 than35 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 36. Public Positive Feedback 87% message provided strong differentiation 84% pilot is practical in my current role 63% prospect response positive 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 than36 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 37. 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.” 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 than37 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 38. So What? $58K increase in potential sales MEANS willingness DOES to execute a strong IS campaignAvailability 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
  • 39. 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 thanCenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 40. Customer Focused Sales Process ü Buying Influence ü Customer Concept ü Valid Business Reason40 Alignment 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
  • 41. Training Internal Training Delivery Start with Leaders Sales 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 than41 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 42. 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 © 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/YY42
  • 43. Practice and Coaching Sales Effectiveness Consultants Leadership Team Focus • Immersion • Practical Application Internal Communication • Clients • Meeting • Each other 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 than43 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 44. 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) 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
  • 45. 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 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 than45 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 46. Key Learnings 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 than46 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 47. Buy in has to happen at the top 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 than47 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 48. Training is the foundation to build on 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 than48 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 49. Front-­‐line  sales   management  is   key  to  adop>on   Front-line sales management is key to success/adoption 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 than49 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 50. Message Consistency is Key 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 than50 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 51. Create a process and stick to it 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 than51 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 52. Don’t try to solve world hunger – start small and focused and build on success 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 than52 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 53. Start with the conversations you want to be having b that are important for and to your customers Not with product knowledge 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 than53 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY
  • 54. Break The Status Quo 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 than54 CenturyLink entities and CenturyLink Channel Alliance members. ASSETID# MM/YY

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