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Optimizing Major Landscape
Report Benefits
September 16, 2015
Larry Yokell, Senior Analyst Relations Manager
CenturyLink
• Assessing the state of your company
• Understanding AR’s mission, resources, workloads, and
challenges
• Developing your Communications Framework for recently
published Major Landscape Reports
• Assessing the effectiveness of each Major Landscape
Report Communications Campaign via appropriate
metrics
3
Agenda
4
CenturyLink Overview
• CenturyLink (NYSE: CTL) is a global communications, hosting, cloud and IT services company
enabling millions of customers to transform their businesses and their lives through innovative
technology solutions.
• CenturyLink offers network and data systems management, Big Data analytics and IT consulting, and
operates more than 60 data centers in North America, Europe and Asia.
• The company provides broadband, voice, video, data and managed services over a robust 250,000-
route-mile U.S. fiber network and a 300,000-route-mile international transport network.
• Headquarters: Monroe, LA
• YE14 Revenue: $18B
• YE14 Employees: 45,000
2008 2011-2012 2013-2015
DRIVE GROWTHBUILD SCALE
$2.6B
FY 2008
Global Telecom Network,
Tier 1 ISP, Advanced
MPLS Network and VoIP
Portfolio
#2 Global Data Center
and Managed Hosting
Player
Sophisticated/Automated
Cloud Platform
Analytics as a Service,
Strong DRaaS Platform
ITCapabilitiesuptheStack
Building a Unique Hybrid IT Solutions Platform
via Strategic Acquisitions
5
Database as a Service
$18.0B
FY 2014
Network IP Communications Colocation Cloud –
IaaS, SaaS
• #2 Global Retail
Data Center
Provider
• 60+ DCs in NA,
EMEA, APAC
• 2.6M sq ft of space
• 100% Uptime SLA
• Top 3 Globally in
Managed Hosting
• Cutting edge Public
and Private cloud
• #3 Domestic
Communications
Provider
• Tier 1 ISP
• Global Fiber and
MPLS backbone
• Complete suite of SIP
Trunking, Hosted VoIP,
Contact Center, and 911
solutions
• VoIP capabilities built on best
of breed platforms from
Broadsoft, Sonus, Genesys,
and Cisco
Managed Data Managed Voice Managed Hybrid Cloud
Remote Infrastructure
Management
Managed Security
Operational Scale Managing Data Centers, Servers, Applications, and
Networks and Highly Efficient On-shore and Off-shore Model
Managed Office
Infrastructure Outsourcing to Desktop
for Small/Mid Sized Businesses
Big Data-as-a-Service (Cognilytics)
Complete Big Data Solutions from
Infrastructure Management to Analytics
6
WORLDCLASS
INFRASTRUCTURE
MANAGED
SERVICES
PRE-PACKAGED
SOLUTIONS
CenturyLink Managed Solutions
7
CenturyLink is NOT…
They live in West Monroe, LA. We HQ in Monroe, LA.
“That’s the facts, Jack!” – Uncle Si
8
CenturyLink Business AR Mission
Manage Analyst Relationships
Facilitate Analyst Info Requests
Conduct Briefings & Inquiries Benchmark AR Effectiveness
• Interact with key analysts and analyst firm account teams
via phone, email, face-to-face meetings, conferences, and
analyst days/summits
• Influence analysts via positive, timely, factual, and
ongoing interactions to ensure best possible positioning
with analyst clients (i.e., our customers and prospects)
• Frequency: Daily
• Collaborate with CTL Business Marketing and Product to
create, schedule, and deliver formal and informal briefings
on key products to analysts
• Manage and schedule CTL Business Marketing, Product,
and Sales inquiries with key analysts on any business
topic where outside consultation is valuable
• Frequency: As needed
• In collaboration with CTL Business Product and Marketing,
manage and process analyst surveys, questionnaires, and
ad hoc questions in a timely fashion to meet publication
and/or client deadlines
• Frequency: Monthly / Quarterly
• Collaborate with Knowledge Capital Group to develop and
conduct annual analyst benchmarking studies
• Collaborate with Knowledge Capital Group to conduct bi-annual
analyst coverage metrics studies
• Frequency: Annually/As Needed
Distribute Analyst Info CTL Business-Wide
• Communicate key analyst reports, briefings, inquiries, industry
trends, etc. via the Chatter Industry Analyst Relations Group
• Publish key documents on CTL Business web sites & newsletters
• Frequency: Daily/As Needed
Support Product, Marketing & Sales
• Respond to all incoming CTL Business requests for
analyst interactions, reports, briefings/ inquiries, quote
usage, and clarifications
• Manage key analyst landscape report & awards
communications
• Train and consult with CTL Business teams
• Frequency: As needed
9
CenturyLink Business AR Team
Domestic
International
Tim Guillen
• Cloud
• Colocation
• Managed
Hosting
• IT Consulting
• Big Data
• Analytics
Larry Yokell
• Ethernet & Fiber Access
• MPLS/VPLS/DIA
• Hosted VoIP/SIP
Trunking
• Managed WAN Services
• Hosted Contact Center
• SDN/NFV
• Security Services
Jasmine Ee
All Asia-Pac Coverage
Nadia Nizar
All EMEA Coverage
Brad Olson
• Wholesale
10
A Month in the Life of CenturyLink AR
Source: July 2015 AR Status Report
11
Key CenturyLink AR Challenge
Mass Quantities!
Scarce Resources
• KCG “right-sized AR staff est. for
CenturyLink: 8 – 10 FTE’s
• Currently Staffed: 2.66 FTEs
• Tot. # of Gartner MQs & CC’s
supported/yr: 9 and climbing
• + additional Forrester, IDC, F&S
major landscape reports
• ++ numerous key Tier 2 firm
landscape reports
• +++ briefings, inquiry calls, analyst
events, conferences, executive
research, etc., etc.
12
Internal Stakeholders
• Executives
• Marketing & Product
Management
• Sales Force & Sales Training
• Public Relations & Investor
Relations
External Stakeholders
• End User/Buyer Decision
Makers
• The Press
• Thought Leaders
• RFP/RFI Consultants
• Channel Partners
• Investors
CenturyLink Communications Framework for
Landscape Reports
• Objective: Amplify CenturyLink’s Major Landscape
Report outcomes to meet the needs of key stakeholders:
13
Scenario:
New Landscape Report
Publication Pending
• Analyst Firms provide 8 - 72 hours
of notice
• AR socializes results with key
company stakeholders
• AR, Marcom, and PR gear up to
launch communication campaign
Communications
Campaign Decision:
Go Big or Go Small
• Big Approach: Leader Position
• Small Approach: Anything But Leader
CenturyLink Communications Framework for
Landscape Reports (cont.)
14
Big Approach: When CenturyLink is a Leader
• Guiding Principles
• Always buy the reprint rights
• Deploy highly coordinated and integrated communications to
serve the needs of key internal and external stakeholders as
quickly as possible
• Track results with metrics wherever possible
• Case Study: CenturyLink Positioned as Leader in
New Forrester DDoS WAVE
Forrester DDoS Wave: The Process/Timeline
15
Mar 4, 2015
Email notification
of report to AR
Mar 16
Attended Forrester
hosted kick off call
Mar 20
Submitted complete
17-page questionnaire
and 5 references
Mar 25
Submitted “follow up
survey” answers
April 17
Hosted 3 hour portal
demo for 2 separate
products
June 12 -16
We fact-checked
Forrester’s 54-point
review
July 22
Scorecard published:
Announced leader!
July 31
CTL Communicates
Results to internal &
external stakeholders
4 days 3 days
5 days
NAMED
LEADER!
16
DDoS WAVE Communications Campaign
• Internal Executive Notification Email
• Sales Enablement Tools
• Customer Landing Page with Access to DDoS WAVE Report
• Customer Email
• BMI News Story with Link to Salesforce.Com Chatter
• Sales Response Briefing Posted in Chatter
• Press Release
• Social Media
DDoS WAVE Internal Email
17
18
DDoS WAVE Customer Landing Page
DDoS Wave Customer Email For Sales
19
20
DDoS WAVE BMI News Story
21
DDoS WAVE Sales Response Briefing
DDoS WAVE Press Release
22
DDos WAVE Social Media
•ForbesVoice: Protect Your
Front Lines: Avoid DDoS
Attacks With Service
Provider Expertise
•ThinkGig Blog: Plug Holes
in your Frontline Security
Strategy with DDoS
Mitigation Services
•Social Sharing: ThinkGig
(Shared 154 times) +
ForbesVoice (Shared 225
times) blogs available for
social media sharing by
employees
23
24
Small Approach: When CenturyLink is NOT a
Leader
• Guiding Principles
• Only buy reprint rights when ROI can be justified
• Deploy highly coordinated, integrated communications to serve
the needs of key internal stakeholders as quickly as possible
• Track results with metrics whenever possible
• Case Study: CenturyLink Cracks in to Gartner
Critical Capabilities for Network Services, APAC
25
CC for Network Services, APAC
Communications Campaign
• Internal Executive Notification Email
• Sales Enablement Tools
• BMI News Story with Link to Salesforce.Com Chatter
• Sales Response Briefing Posted in Chatter
• Press Release
• None due to #14 out of 14 positioning in all use cases
• Social Media
• None due to #14 out of 14 positioning in all use cases
26
CenturyLink is ranked #14 out of 14 in the
four use cases included in this APAC CC
report:
• Regional Network
• Extended Domestic Network
• High-Capacity Network
• Low-Latency Network
To be included in this CC report,
CenturyLink demonstrated that it met the
following criteria:
• Provides all the network services listed
for evaluation (managed MPLS VPN,
Ethernet, Internet Access, and Managed
WAN Optimization/APM)
• Provides connectivity to 13 major
markets in Asia/Pacific, eight of which
must be on their own network
infrastructure. (VNOs that resell other
providers' services are excluded.)
• Actively bids for stand-alone,
Asia/Pacific network-only contracts, with
total annual value of as little as
$500,000.
• Has sales and support presence in one
of the four key regional hubs —
Singapore, Hong Kong, Japan or
Australia.
CenturyLink Enters 2015 Gartner Critical Capabilities for
Network Services, Asia/Pacific Report for the First Time
Key Messages to the Market (Response Deck)
• CenturyLink has expanded its enterprise networking presence to better serve
major APAC markets
• CenturyLink plans to continue expanding its infrastructure and enhancing its
product portfolio in APAC to provide next-generation, virtualized services
• With the combined capabilities of CenturyLink’s legacy Qwest and Savvis
networks, CenturyLink can serve the needs of APAC-based MNCs, APAC-based
financial service providers, and U.S.-based MNCs and government agencies with
branches in APAC
• Gartner Recognizes CenturyLink’s:
‒ Robust IP VPN network featuring dual PoPs in 13 major markets to meet the
resiliency requirements of APAC-based financial services companies
‒ Expanded network connectivity to serve all CenturyLink data centers in APAC in
support of managed hosting, colocation, and cloud services
‒ Choice of Ethernet services, including EPL, E-VPL, and ELAN service
‒ Pricing competitiveness
‒ Viability for customers with basic connectivity needs
27
• Late entrant to the market
• Limited range of managed services and primarily a connectivity provider at this
stage
• Small customer base with a limited performance track record
CenturyLink Response
• CenturyLink is now actively expanding its in-country sales and support
capabilities in APAC and the ongoing global roll our of our new SDN/NFV
platform enables CenturyLink to deploy next-generation managed services
as cloud-based apps faster and with more agility than APAC carriers still
dependent on legacy network infrastructure. Thus, leveraging the
capabilities of our new platform, our many years of experience fulfilling the
demanding needs of U.S. embassies and consulates based through out
APAC, our aggressive pricing, and our expanded infrastructure capabilities,
CenturyLink will grow our customer base and track record for service
excellence in APAC.
Gartner’s Cautions & CenturyLink’s Responses
(Response Deck)
28
Handling a Landscape Report Problem Child:
When Results are Good, Bad, and Ugly
Source: 2014-2015 ATLANTIC-ACM Business Connectivity Survey
29
30
Successful Campaign Metrics: Clicks, Leads & Tweets
Marketing Channel Results: 1st 24 Hours
Lead Generation •1713 Unique Visitors to Cloud MQ Landing Page
•644 conversions (31% conversion rate)
Media Coverage •CTL Press Release widely syndicated
•9 CTL Mentions in MQ full articles, overall neutral for us
while neg on some competitors
Web Traffic •CTS - 53% increase
•CLC – 27% increase
Forbes Voice 1964 views
Cloud Blog 605 views
Twitter (2 tweets) 473 Clicks, 308 Shares
LinkedIn 3318 Impressions
Everyone Social >300 employee shares
Facebook 340 Reach
Internal Coms •Cloud Chat
•BMI
From: White, Wendy
Sent: Wednesday, May 20, 2015 10:45 PM
To: Puckett, Karen; Parker, James; Frank Grillo; Howland, Kimberly; Krishnaraj, Suku; Hussain, Aamir; Jared Wray; David Shacochis; Richard Seroter
Cc: Guillen, Timothy; Reeve, Jonathan
Subject: Re: Just published: Gartner MQ for Cloud
I’m just circling back to report out on the amazing results we saw from the early promotions on the Cloud MQ. We had first mover advantage and were
almost a full day ahead of the other players with our demand gen page and social campaign – so much so that we got a tweet from the Gartner lead cloud
analyst, Lydia Leong, who called the team’s efforts “impressive!”
A list of results is below and is also enclosed along with some representative samples of the work. Please note the almost 650 form conversions and
the very significant spike in web traffic. We’ll continue to report results in our regular campaign updates.
Key Takeaways
• Know your company and understand your company’s
needs
• Understand AR’s ability to facilitate, coordinate and
execute Landscape Report Communications Campaigns
in short time frames with available resources
• Create a consistent, repeatable Landscape Report
Communications Framework
• Measure the result of each Landscape Report
Communications Campaign with meaningful metrics
31
Thank you
forrester.com
Larry Yokell
303-992-8906
larry.yokell@centurylink.com

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FINAL_Autumn 2015 Global AR Council Member Meeting Presentation - Optimizing Landscape Report Benefits (CenturyLink)

  • 1.
  • 2. 2 Optimizing Major Landscape Report Benefits September 16, 2015 Larry Yokell, Senior Analyst Relations Manager CenturyLink
  • 3. • Assessing the state of your company • Understanding AR’s mission, resources, workloads, and challenges • Developing your Communications Framework for recently published Major Landscape Reports • Assessing the effectiveness of each Major Landscape Report Communications Campaign via appropriate metrics 3 Agenda
  • 4. 4 CenturyLink Overview • CenturyLink (NYSE: CTL) is a global communications, hosting, cloud and IT services company enabling millions of customers to transform their businesses and their lives through innovative technology solutions. • CenturyLink offers network and data systems management, Big Data analytics and IT consulting, and operates more than 60 data centers in North America, Europe and Asia. • The company provides broadband, voice, video, data and managed services over a robust 250,000- route-mile U.S. fiber network and a 300,000-route-mile international transport network. • Headquarters: Monroe, LA • YE14 Revenue: $18B • YE14 Employees: 45,000
  • 5. 2008 2011-2012 2013-2015 DRIVE GROWTHBUILD SCALE $2.6B FY 2008 Global Telecom Network, Tier 1 ISP, Advanced MPLS Network and VoIP Portfolio #2 Global Data Center and Managed Hosting Player Sophisticated/Automated Cloud Platform Analytics as a Service, Strong DRaaS Platform ITCapabilitiesuptheStack Building a Unique Hybrid IT Solutions Platform via Strategic Acquisitions 5 Database as a Service $18.0B FY 2014
  • 6. Network IP Communications Colocation Cloud – IaaS, SaaS • #2 Global Retail Data Center Provider • 60+ DCs in NA, EMEA, APAC • 2.6M sq ft of space • 100% Uptime SLA • Top 3 Globally in Managed Hosting • Cutting edge Public and Private cloud • #3 Domestic Communications Provider • Tier 1 ISP • Global Fiber and MPLS backbone • Complete suite of SIP Trunking, Hosted VoIP, Contact Center, and 911 solutions • VoIP capabilities built on best of breed platforms from Broadsoft, Sonus, Genesys, and Cisco Managed Data Managed Voice Managed Hybrid Cloud Remote Infrastructure Management Managed Security Operational Scale Managing Data Centers, Servers, Applications, and Networks and Highly Efficient On-shore and Off-shore Model Managed Office Infrastructure Outsourcing to Desktop for Small/Mid Sized Businesses Big Data-as-a-Service (Cognilytics) Complete Big Data Solutions from Infrastructure Management to Analytics 6 WORLDCLASS INFRASTRUCTURE MANAGED SERVICES PRE-PACKAGED SOLUTIONS CenturyLink Managed Solutions
  • 7. 7 CenturyLink is NOT… They live in West Monroe, LA. We HQ in Monroe, LA. “That’s the facts, Jack!” – Uncle Si
  • 8. 8 CenturyLink Business AR Mission Manage Analyst Relationships Facilitate Analyst Info Requests Conduct Briefings & Inquiries Benchmark AR Effectiveness • Interact with key analysts and analyst firm account teams via phone, email, face-to-face meetings, conferences, and analyst days/summits • Influence analysts via positive, timely, factual, and ongoing interactions to ensure best possible positioning with analyst clients (i.e., our customers and prospects) • Frequency: Daily • Collaborate with CTL Business Marketing and Product to create, schedule, and deliver formal and informal briefings on key products to analysts • Manage and schedule CTL Business Marketing, Product, and Sales inquiries with key analysts on any business topic where outside consultation is valuable • Frequency: As needed • In collaboration with CTL Business Product and Marketing, manage and process analyst surveys, questionnaires, and ad hoc questions in a timely fashion to meet publication and/or client deadlines • Frequency: Monthly / Quarterly • Collaborate with Knowledge Capital Group to develop and conduct annual analyst benchmarking studies • Collaborate with Knowledge Capital Group to conduct bi-annual analyst coverage metrics studies • Frequency: Annually/As Needed Distribute Analyst Info CTL Business-Wide • Communicate key analyst reports, briefings, inquiries, industry trends, etc. via the Chatter Industry Analyst Relations Group • Publish key documents on CTL Business web sites & newsletters • Frequency: Daily/As Needed Support Product, Marketing & Sales • Respond to all incoming CTL Business requests for analyst interactions, reports, briefings/ inquiries, quote usage, and clarifications • Manage key analyst landscape report & awards communications • Train and consult with CTL Business teams • Frequency: As needed
  • 9. 9 CenturyLink Business AR Team Domestic International Tim Guillen • Cloud • Colocation • Managed Hosting • IT Consulting • Big Data • Analytics Larry Yokell • Ethernet & Fiber Access • MPLS/VPLS/DIA • Hosted VoIP/SIP Trunking • Managed WAN Services • Hosted Contact Center • SDN/NFV • Security Services Jasmine Ee All Asia-Pac Coverage Nadia Nizar All EMEA Coverage Brad Olson • Wholesale
  • 10. 10 A Month in the Life of CenturyLink AR Source: July 2015 AR Status Report
  • 11. 11 Key CenturyLink AR Challenge Mass Quantities! Scarce Resources • KCG “right-sized AR staff est. for CenturyLink: 8 – 10 FTE’s • Currently Staffed: 2.66 FTEs • Tot. # of Gartner MQs & CC’s supported/yr: 9 and climbing • + additional Forrester, IDC, F&S major landscape reports • ++ numerous key Tier 2 firm landscape reports • +++ briefings, inquiry calls, analyst events, conferences, executive research, etc., etc.
  • 12. 12 Internal Stakeholders • Executives • Marketing & Product Management • Sales Force & Sales Training • Public Relations & Investor Relations External Stakeholders • End User/Buyer Decision Makers • The Press • Thought Leaders • RFP/RFI Consultants • Channel Partners • Investors CenturyLink Communications Framework for Landscape Reports • Objective: Amplify CenturyLink’s Major Landscape Report outcomes to meet the needs of key stakeholders:
  • 13. 13 Scenario: New Landscape Report Publication Pending • Analyst Firms provide 8 - 72 hours of notice • AR socializes results with key company stakeholders • AR, Marcom, and PR gear up to launch communication campaign Communications Campaign Decision: Go Big or Go Small • Big Approach: Leader Position • Small Approach: Anything But Leader CenturyLink Communications Framework for Landscape Reports (cont.)
  • 14. 14 Big Approach: When CenturyLink is a Leader • Guiding Principles • Always buy the reprint rights • Deploy highly coordinated and integrated communications to serve the needs of key internal and external stakeholders as quickly as possible • Track results with metrics wherever possible • Case Study: CenturyLink Positioned as Leader in New Forrester DDoS WAVE
  • 15. Forrester DDoS Wave: The Process/Timeline 15 Mar 4, 2015 Email notification of report to AR Mar 16 Attended Forrester hosted kick off call Mar 20 Submitted complete 17-page questionnaire and 5 references Mar 25 Submitted “follow up survey” answers April 17 Hosted 3 hour portal demo for 2 separate products June 12 -16 We fact-checked Forrester’s 54-point review July 22 Scorecard published: Announced leader! July 31 CTL Communicates Results to internal & external stakeholders 4 days 3 days 5 days NAMED LEADER!
  • 16. 16 DDoS WAVE Communications Campaign • Internal Executive Notification Email • Sales Enablement Tools • Customer Landing Page with Access to DDoS WAVE Report • Customer Email • BMI News Story with Link to Salesforce.Com Chatter • Sales Response Briefing Posted in Chatter • Press Release • Social Media
  • 17. DDoS WAVE Internal Email 17
  • 18. 18 DDoS WAVE Customer Landing Page
  • 19. DDoS Wave Customer Email For Sales 19
  • 20. 20 DDoS WAVE BMI News Story
  • 21. 21 DDoS WAVE Sales Response Briefing
  • 22. DDoS WAVE Press Release 22
  • 23. DDos WAVE Social Media •ForbesVoice: Protect Your Front Lines: Avoid DDoS Attacks With Service Provider Expertise •ThinkGig Blog: Plug Holes in your Frontline Security Strategy with DDoS Mitigation Services •Social Sharing: ThinkGig (Shared 154 times) + ForbesVoice (Shared 225 times) blogs available for social media sharing by employees 23
  • 24. 24 Small Approach: When CenturyLink is NOT a Leader • Guiding Principles • Only buy reprint rights when ROI can be justified • Deploy highly coordinated, integrated communications to serve the needs of key internal stakeholders as quickly as possible • Track results with metrics whenever possible • Case Study: CenturyLink Cracks in to Gartner Critical Capabilities for Network Services, APAC
  • 25. 25 CC for Network Services, APAC Communications Campaign • Internal Executive Notification Email • Sales Enablement Tools • BMI News Story with Link to Salesforce.Com Chatter • Sales Response Briefing Posted in Chatter • Press Release • None due to #14 out of 14 positioning in all use cases • Social Media • None due to #14 out of 14 positioning in all use cases
  • 26. 26 CenturyLink is ranked #14 out of 14 in the four use cases included in this APAC CC report: • Regional Network • Extended Domestic Network • High-Capacity Network • Low-Latency Network To be included in this CC report, CenturyLink demonstrated that it met the following criteria: • Provides all the network services listed for evaluation (managed MPLS VPN, Ethernet, Internet Access, and Managed WAN Optimization/APM) • Provides connectivity to 13 major markets in Asia/Pacific, eight of which must be on their own network infrastructure. (VNOs that resell other providers' services are excluded.) • Actively bids for stand-alone, Asia/Pacific network-only contracts, with total annual value of as little as $500,000. • Has sales and support presence in one of the four key regional hubs — Singapore, Hong Kong, Japan or Australia. CenturyLink Enters 2015 Gartner Critical Capabilities for Network Services, Asia/Pacific Report for the First Time
  • 27. Key Messages to the Market (Response Deck) • CenturyLink has expanded its enterprise networking presence to better serve major APAC markets • CenturyLink plans to continue expanding its infrastructure and enhancing its product portfolio in APAC to provide next-generation, virtualized services • With the combined capabilities of CenturyLink’s legacy Qwest and Savvis networks, CenturyLink can serve the needs of APAC-based MNCs, APAC-based financial service providers, and U.S.-based MNCs and government agencies with branches in APAC • Gartner Recognizes CenturyLink’s: ‒ Robust IP VPN network featuring dual PoPs in 13 major markets to meet the resiliency requirements of APAC-based financial services companies ‒ Expanded network connectivity to serve all CenturyLink data centers in APAC in support of managed hosting, colocation, and cloud services ‒ Choice of Ethernet services, including EPL, E-VPL, and ELAN service ‒ Pricing competitiveness ‒ Viability for customers with basic connectivity needs 27
  • 28. • Late entrant to the market • Limited range of managed services and primarily a connectivity provider at this stage • Small customer base with a limited performance track record CenturyLink Response • CenturyLink is now actively expanding its in-country sales and support capabilities in APAC and the ongoing global roll our of our new SDN/NFV platform enables CenturyLink to deploy next-generation managed services as cloud-based apps faster and with more agility than APAC carriers still dependent on legacy network infrastructure. Thus, leveraging the capabilities of our new platform, our many years of experience fulfilling the demanding needs of U.S. embassies and consulates based through out APAC, our aggressive pricing, and our expanded infrastructure capabilities, CenturyLink will grow our customer base and track record for service excellence in APAC. Gartner’s Cautions & CenturyLink’s Responses (Response Deck) 28
  • 29. Handling a Landscape Report Problem Child: When Results are Good, Bad, and Ugly Source: 2014-2015 ATLANTIC-ACM Business Connectivity Survey 29
  • 30. 30 Successful Campaign Metrics: Clicks, Leads & Tweets Marketing Channel Results: 1st 24 Hours Lead Generation •1713 Unique Visitors to Cloud MQ Landing Page •644 conversions (31% conversion rate) Media Coverage •CTL Press Release widely syndicated •9 CTL Mentions in MQ full articles, overall neutral for us while neg on some competitors Web Traffic •CTS - 53% increase •CLC – 27% increase Forbes Voice 1964 views Cloud Blog 605 views Twitter (2 tweets) 473 Clicks, 308 Shares LinkedIn 3318 Impressions Everyone Social >300 employee shares Facebook 340 Reach Internal Coms •Cloud Chat •BMI From: White, Wendy Sent: Wednesday, May 20, 2015 10:45 PM To: Puckett, Karen; Parker, James; Frank Grillo; Howland, Kimberly; Krishnaraj, Suku; Hussain, Aamir; Jared Wray; David Shacochis; Richard Seroter Cc: Guillen, Timothy; Reeve, Jonathan Subject: Re: Just published: Gartner MQ for Cloud I’m just circling back to report out on the amazing results we saw from the early promotions on the Cloud MQ. We had first mover advantage and were almost a full day ahead of the other players with our demand gen page and social campaign – so much so that we got a tweet from the Gartner lead cloud analyst, Lydia Leong, who called the team’s efforts “impressive!” A list of results is below and is also enclosed along with some representative samples of the work. Please note the almost 650 form conversions and the very significant spike in web traffic. We’ll continue to report results in our regular campaign updates.
  • 31. Key Takeaways • Know your company and understand your company’s needs • Understand AR’s ability to facilitate, coordinate and execute Landscape Report Communications Campaigns in short time frames with available resources • Create a consistent, repeatable Landscape Report Communications Framework • Measure the result of each Landscape Report Communications Campaign with meaningful metrics 31

Editor's Notes

  1. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  2. Today I’m going to describe CenturyLink’s approach to really getting the most out of our major evaluation/major landscape reports. First I’m going to set the stage a bit so you understand the context and culture I’m working within,, and why we decided a formalized approach was necessary, and then I’ll step you through the two approaches we’ve designed and describe the ‘whys and hows’ for each.
  3. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  4. Over the last 7 years, CenturyLink has demonstrated its ongoing commitment to transforming itself by acquiring an ongoing series of companies that have aggressively increased the scale of our global enterprise network and colocation, hosting, and cloud computing capabilities and positioned us to participate in markets new to us such as Big Data, analytics as a service, and database as a service to name a few. And CenturyLink continuously looks at additional strategic acquisitions whenever it makes sense and will add shareholder value.
  5. Need Notes to open the slide: Cognilytics Use Cases: Financial: model development to model implementation and model risk management for payment cards, retail banking, consumer/commercial lending, insurance and wealth management. Manufacturing: merchandising strategy and pricing Retail: sales analysis by channel, by marketing tactics, by marketing dollar spent Health Care: data collection analysis, forecasting, price optimization, supply chain disruption, inventory KPIs, warranty data analytics, preventive maintenance, fault detection, failure prediction, machine system/sensor health and visualization and dashboards Oil & Gas: analysis for exploration, production, midstream, refining, marketing, and chemicals
  6. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  7. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  8. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  9. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  10. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  11. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  12. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  13. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  14. TIMELINE Mar 4 - Initial CTL notification of the report Mar 16 – Attended Forrester led kick off cal Mar 20 – submitted complete 17 page questionnaire to confirm participation, including complete detail on CTS and CTL services and 5 vetted customer references Mar 25 – submitted answers to “follow up survey” April 17 – hosted portal demo, led by James Pearson and Trey Willis with analyst June 12 – 17 - Fact checked a 54 point spreadsheet overviewing his impression of our survey responses and demo, added key data that improved our results in multiple areas (data center locations, portal specifics, report specifics not included earlier) July 22- Scorecard published July 22, 2015
  15. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  16. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  17. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  18. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  19. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  20. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  21. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  22. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  23. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.
  24. Given the current market dynamics we just discussed, CenturyLink believes that transforming our company successfully in this fashion is important for our basic survival and foundational for our ongoing success and growth. Both our board of directors and C-level executives are 100% committed to making this transformation as rapidly as possible to continue to serve our business customers’ needs and requirements and to continue meeting or exceeding our investors’ expectations for a strong and stable rate of return on a quarter over quarter, year over year, and longer basis.