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Learn4sales: our Digital MOOC for B2B teams
Learn4Sales is a global commercial certification programme created by Telefónica to provide sales and other staff knowledge to increase sales opportunities. The programme focuses on digital offerings like networks, digital services, and new business models. It comprises 5 competencies at 3 depth levels each, plus a financial services competency, for a total of 16 challenges. Over 150 subject matter experts from Telefónica groups worldwide contribute crowdsourced content delivered through an online learning platform. The goal is to certify over 20,000 employees globally.
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Learn4sales: our Digital MOOC for B2B teams
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- 2. 2 Learn4Sales is aglobal commercial certification programme. It aims to provide our Sales Network with the knowledge to sell more and increase our sales opportunities funnel. The programme focuses primarily on our digital portfolio: our Network, Digital Services and New Business Models.
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- 4. 4 July 2015 New courses: Portugueselaunch English launch 3rd edition: 22.000 registrations Scope, structure and competence definition Content development Platform development Experts recruitment 2014 2015 May 2015 Business Models Financial Services 2nd exam: 2.700 certificates Q2 2014 Q4 2014 Global launch 5.000 registrations Cloud IoE Security March 2015 October 2015 November 2015 Q3 2014 1st exam: 950 certificates 2nd edition: 13.000 registrations New courses underway 3rd edition in progress Q1 2016
- 5. Competences launched since March 2015 Enrollmentsto date Courses concluded Certifications awarded* Cloud 7,009 3,574 1,357 Internet of Everything 4,982 2,106 513 Security 4,041 1,561 403 Financial Services 1,115 243 74 Business Models Videos 27 20 41 81 29 Flipbooks 27 6 9 38 27 Infographics 18 23 3 2 3 3,885 1,505 340 * Results for 2 editions: certification exams will be taking place in mid-February and March Learning materials produced First results (2 editions launched in 15 countries; 1 concluded) Company employees involved in content development 36 32 37 13 26Subject-matter experts
- 6. 6 Learn4Sales targets theentire B2B team: • Sales Executives • Presales Engineers • Project Managers • Service Managers • Product Marketing • Management Controllers • B2B Communications • B2B Networks • B2B IT Over 10,000 employeesApproximately 150 certifications Approximately 500 certifications Over 1,000 certifications Over 2,000 certifications Over 1,000 certifications Approximately 150 certifications Approximately 250 certifications Approximately 500 certifications Over 2,000 certifications Approximately 500 certifications Approximately 150 certifications Approximately 250 certifications Over 1,000 certifications
- 7. 7 Learn4sales will coverour Partners, Sales Channels and all collaborating companies that help us expand our business. We aim to certify over 20,000 people world-wide
- 8. 8 Learn4Sales comprises 5Competences with 3 depth levels each, plus 1 Competence, Financial Services, that covers only the Proficiency level, adding up to 16 Challenges. We will extend the programme with new Competences as our market evolves. Do I understand the market? Do I understand our technology? Am I able to convert it into a client opportunity? The certified student should be able to: • Maintain a 1-hour conversation with a client on the subject matter • Read and understand technical, academic and business publications on the subject • Detect an opportunity and offer a solution from our standard portfolio Do I understand my clients’ value chain, and how they can benefit from Telefónica services? The certified student should be able to: • Detect a complex client opportunity and prepare a proposal integrating different services • Design an effective sales pitch • Understand Telefónica’s profitability and margins How can we win a Big Deal? What are the risks associated to an outsourcing project? The certified student should be able to: • Present a Big Deal business case • Analyse a client’s TCO • Negotiate a SLA bearing in mind Telefónica’s capabilities as well as client commitments Sector approachDigitalsolutions Building blocks Horizontal tools Curriculum Learn4Sales
- 9. 9 Launched In progress Planned for2016 Competences • 5 courses launched (4 of them in 3 languages) • New levels being developed in 2016 • New competence being developed: Public Administration Difficulty levels Curriculum Learn4Sales Launched In progress Planned for 2016 New competence: Public Administration
- 10. 10 Objective Cloud Computing isa huge shift in the consumption model: the service is located in the “cloud” and customers pay for what they use rather that investing in infrastructure. The cloud has boosted agility and business innovation. Internet presence, e-commerce, virtualisation of infrastructure, new models of software sales are now a reality rather than a trend. Key topics: • Cloud market, topology and trends • DataCenter Services, IaaS, SaaS, Architecture Orchestration models and associated SLAs • Players, Partners, Solutions and their fit with clients’ value chain José Cerdán Acens CEO Juan Manuel Moreno Cloud Global Director
- 11. Objective Internet of Everythingrefers to the ecosystem of products and solutions developed to create a connected world. Moving up the value chain of M2M technology we offer a myriad of solutions that meet the diverse needs of our clients. Key topics: • The M2M ecosystem: technologies, players and trends • M2M network topology, “last meter” trends, “smart grids” and “smart meetering”. • Industry sectors with M2M–based value chains Álvaro García Abarrio Global Director, Digital Sales Specialist
- 12. 12 Objective The integration oftechnologies in the business world has allowed the development of a wealth of tools and applications to improve efficiency and productivity. This evolution has also brought security risks which companies need to protect their systems and devices from. Key topics: • Information Security market • Hacking techniques and Defense Architectures • Telefónica’s value proposition: Cybersecurity, MDM, SOCs, Network Encrypting, etc. Chema Alonso Eleven Paths CEO
- 13. Objective New ways ofmaking business have emerged with the Digital Era we now live in. The traditional buy-and-sell model has been supplanted by innovative business models in which risks, success and value creation are shared with partners and even the customer. Key topics: • Basic concepts of Finance and Sales Management • Value chain and Critical Customer Processes • Shared Value Creation • Digital Business Models Deborah Waldmann Head of Learn4sales Daniel Jiménez B2B Sales and Markets Development Global Director
- 14. 14 Objective An approach toFinancial Services from the consumer and corporate client viewpoints, Telefónica’s strategy to tackle both and an overview of the key players in the market. Key topics: • Banking of the future 2020: multichannel • The evolution of payment mechanisms • Network Processing • Mobile banking & Internet banking • Financial Services for Telefónica companies Pablo González de Santiago Financial Services Global Director Álvaro Jiménez Mogollón Head of Sales Latam Financial Institutions
- 15. 15 Objective The Telecom industryfaces huge challenges. Networks continually evolve increasing capacity and virtualisation levels. Fibre optic, WiFi, 4G, the battle of the operating systems, VoLTE, Ethernet, CPEaaService, UCaaS, service management and monitoring, “enabling the Cloud”, ubiquitous mobile connectivity and spectrum regulation add even more challenges to the battlefield. Key topics: • Regulation and spectrum management • Advanced mobile networks: 4G and its ecosystem • WiFi, UCC and their business models • IPV6 and its challenges • …and much more!
- 16. 16 Our programme iscrowdsourced from a team of over 150 Telefónica experts from different areas of the business, countries and group companies. Our aim is to make the wealth of knowledge we already have in- house available to all.
- 17. 17 Learn4Sales runs onTelefónica Educación Digital’s Wemooc platform, the learning technology currently used by cutting edge universities world-wide Learn4Sales was developed jointly by several Telefónica group companies Learn4sales is a MOOC platform (Massive Open Online Courses). It is an innovative concept with the latest trends on online training. Multimedia content... ...in a flexible learning environment Videos Case Studies P2P Activities Infographics
- 18. 18 Certification exams foreach competence and depth level will take place in formal sittings 3 times a year, in every country Telefónica operates. The exams’ high degree of difficulty will demand dedication and study rigour. Students are also required to accomplish practical projects and case studies in order to achieve the certification. Approved students will receive a virtual certificate endorsed by Universitas Telefónica, which will be valid for 18 months.
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