CUNA Mutual Group Proprietary
Reproduction, Adaptation or Distribution Prohibited
© CUNA Mutual Group 2013
Our Story of Al...
2
We Talked Like That?
3
One is the Loneliest Number…
4
Turning into Big Blue?
5
Why Change? Numbers Don’t Lie…
18,000 >> 6,500
1,500
57%
6
51%
7
Talk about Change Management?
8
PRODUCT & MARKETING SALES
Power
Positioning
Power
Messaging
Customer Conversations
Aligned Stories
To Deliver
Messages t...
9
Tech/Tools
•  SalesForce
•  Power Messaging Center
•  Brainshark
10
Key Tools/Tech
Power Messaging Center
11
No Trash Allowed Here!
12
Right Skills
•  Solution Selling Training
•  Power Messaging Training
•  Sales Managers Coaching Academy
•  Power Punch...
1313
Better Results
Power Messaging
Learning & Skill Development
Managers Go
First; then
Staff
Learn &
Practice,
Practice,...
14
Bronze Silver Gold
Know & Do
Diagnose &
Coach
Situational
Coaching
•  Video Coaching Assessment
•  Knowledge Assessment...
15
Skills – Power Punch
16
Change Management Matters!
• Connect the Dots Early
17
Stories
18
New Math
(6+1) > 72 x 400
19
Take stock & Organize
20
Chaos
21
The Solution
22
Order to Chaos
•  Insight Brief
•  Email content/templates
•  Infographic
•  Slide Library
•  Updated web pages
23
Lessons Learned:
•  Same page
•  Fix the plane mid-flight
•  Start/Stop/Continue
24
Did it Work? Listen to the Sales Guy!
25
Three IS NOT A CROWD
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CUNA Mutual Group - Aligning Marketing and Sales Through Messaging to Create a Common Approach and Collaboration

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Learn how CUNA Mutual Group influenced change throughout all levels and areas of a 75-year-old conservative financial services company. The team made the change sustainable through clear expectations, continuous communications, enhanced processes, strong alignment, courage, vision and commitment.

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CUNA Mutual Group - Aligning Marketing and Sales Through Messaging to Create a Common Approach and Collaboration

  1. 1. CUNA Mutual Group Proprietary Reproduction, Adaptation or Distribution Prohibited © CUNA Mutual Group 2013 Our Story of Alignment
  2. 2. 2 We Talked Like That?
  3. 3. 3 One is the Loneliest Number…
  4. 4. 4 Turning into Big Blue?
  5. 5. 5 Why Change? Numbers Don’t Lie… 18,000 >> 6,500 1,500 57%
  6. 6. 6 51%
  7. 7. 7 Talk about Change Management?
  8. 8. 8 PRODUCT & MARKETING SALES Power Positioning Power Messaging Customer Conversations Aligned Stories To Deliver Messages that Matter Skills Training To Deliver Conversations that Win Sales Enablement Corporate Visions and CUNA Mutual Group
  9. 9. 9 Tech/Tools •  SalesForce •  Power Messaging Center •  Brainshark
  10. 10. 10 Key Tools/Tech Power Messaging Center
  11. 11. 11 No Trash Allowed Here!
  12. 12. 12 Right Skills •  Solution Selling Training •  Power Messaging Training •  Sales Managers Coaching Academy •  Power Punch Communication
  13. 13. 1313 Better Results Power Messaging Learning & Skill Development Managers Go First; then Staff Learn & Practice, Practice, Practice Behavior Change Ongoing Coaching -- Goal is long-term behavior change! $2.2m – Closed $9m – Retained $21m – New
  14. 14. 14 Bronze Silver Gold Know & Do Diagnose & Coach Situational Coaching •  Video Coaching Assessment •  Knowledge Assessment •  Power Parties •  POV Pitch Learning Courses •  PM Center Submissions Live Deal Coaching Calls: •  Pre-Call Planning •  Presentation Feedback •  Cross Functional LDC Coaching Academy Proficiency Levels
  15. 15. 15 Skills – Power Punch
  16. 16. 16 Change Management Matters! • Connect the Dots Early
  17. 17. 17 Stories
  18. 18. 18 New Math (6+1) > 72 x 400
  19. 19. 19 Take stock & Organize
  20. 20. 20 Chaos
  21. 21. 21 The Solution
  22. 22. 22 Order to Chaos •  Insight Brief •  Email content/templates •  Infographic •  Slide Library •  Updated web pages
  23. 23. 23 Lessons Learned: •  Same page •  Fix the plane mid-flight •  Start/Stop/Continue
  24. 24. 24 Did it Work? Listen to the Sales Guy!
  25. 25. 25 Three IS NOT A CROWD

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