Tata Communications recognized the need to better align marketing and sales to enable continuous conversations with buyers. It implemented a demand-driven sales support program that provided the right insights and content to sales teams at each stage of the pipeline. This included creating buyer personas, mapping the buyer journey, upskilling the enablement team, and tracking KPIs to measure productivity and pipeline acceleration. The program helped improve win ratios and sales success.

1. #SDSummit
September 26 - 27, 2016
EMEA Programmes of the
Year
Julian Archer
Research Director
@JulianArcher
Angela Leech
Research Director
@AngelaLeech

2. EMEA Programme of the
Year
Tata Communications

3. SiriusPerspective:
3 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummit
• Enabler of organisation’s digital transformation
through networking, cloud, security & mobility
services.
• 25% of the worlds internet traffic uses the Tata
Communications network
• > 8,000 employees across 38 countries.
• US$3.2 billion company
• Part of the US$103.3 billion Tata Group.
Tata Communications: Demand Driven Sales Support
Enhanced productivity of both sales and marketing by coordinating and
driving pro-active sales support at different stages of the sales cycle.
Carl Robertson
VP Segment Marketing

4. SiriusPerspective:
4 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummit
• Improve Win ratios
• Move marketing to be more commercially minded
• Improve customer and market engagement via use of
digital activity
• Drive greater sales success throughout the entire pipeline
• Introduce company wide standards and best practices
Tata Communications: Issue Definition
Enhanced productivity of both sales and marketing by coordinating and
driving pro-active sales support at different stages of the sales cycle.

5. SiriusPerspective:
5 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummit
• Organizing the means of enablement
• Aligning across functions
• Providing insights into buyers
• Ensuring reps have the required skills
• Relentless focus on sales productivity
What Determines Best-In-Class?
Sales enablement is about providing what reps need to have better
conversations with their buyers.

6. SiriusPerspective:
6 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Methods Interlock Buyer Insight Skills Productivity

7. SiriusPerspective:
7 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummit
• Whatson Calendar App
• Events
• Launches
• Brand Initiatives
• F1 Story App
• Infrastructure Story
• VR Experiences
• Content Distribution
Tata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Pro-active
outreach
Moved from
MQL to SQL
KPI tracking
Technology
investment
Methods
Technology
Investment

8. SiriusPerspective:
8 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Pro-active
outreach
Moved from
MQL to SQL
KPI tracking
Technology
investment
Source for
sales support
Budget
oversight
Aligned IT
support
Steering
Groups
Methods Interlock
Sales Enablement
Pipeline acceleration
• Proactive & personalized support to sales
acrosspipeline
• Delivery of content & insightsby pipeline
stage
• Proactive account insight tracking
Reasons to Call
• Proactive communication on new assets
• Guidance on which assetsto use during
which part of the the salescycle
• Diamondson the sand - monetize assets&
curate content
Content Desk “call in”
• Salescan contact via email/phone torequest
content support & insights
• Customer Reference program & customer call
requests
The bridge
• Feedback loopfrom saleson content
• Salespersona development to ensure
efficiency
• Mappingof content to salespipeline stageSales
Enablement
Desk
Source for
sales support
Sales Enablement Desk proactively delivers the right content &
insight to sales at the right stage of the pipeline.

9. SiriusPerspective:
9 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Pro-active
outreach
Moved from
MQL to SQL
KPI tracking
Technology
investment
Source for
sales support
Budget
oversight
Aligned IT
support
Steering
Groups
Methods Interlock
Source for
sales support
• Customer Reference
Program
• Heathrow Express co-
branding

10. SiriusPerspective:
10 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Pro-active
outreach
Moved from
MQL to SQL
KPI tracking
Technology
investment
Source for
sales support
Budget
oversight
Aligned IT
support
Steering
Groups
Key Persona
Creation
Proactive
Insight
Delivery
Customer
Community
Methods Interlock Buyer Insight
Key Persona
Creation
Functional Buyer
Technical Buyer
Economic Buyer
Influencers /
Partners

11. SiriusPerspective:
11 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Buyer Journey
Mapping
Upskilled
Enablement
Team
Social Selling
Skills
Buyer Journey
Mapping

12. SiriusPerspective:
12 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Pipeline
Acceleration
Large Bid
Support
Templates
Deal Analysis
Productivity
Large Bid
Support
‘A’ Bids
Strategic Potential
High Contract Value
Prospect Insight
Messaging
Bid Content / Assets
‘B’ Bids
Medium Contract Value
Budgeted content
support
Peer Review

13. SiriusPerspective:
13 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummitTata Communications: Demand Driven Sales Support
Tata Communications recognized that it needed to align marketing and
sales to enable a continuous conversation across the buyer’s journey.
Pro-active
outreach
Moved from
MQL to SQL
KPI tracking
Technology
investment
Source for
sales support
Budget
oversight
Aligned IT
support
Steering
Groups
Key Persona
Creation
Proactive
Insight
Delivery
Customer
Community
Buyer Journey
Mapping
Upskilled
Enablement
Team
Social Selling
Pipeline
Acceleration
Large Bid
Support
Templates
Deal Analysis
Methods Interlock Buyer Insight Skills Productivity

14. SiriusPerspective:
14 © 2016 SiriusDecisions. All Rights Reserved@JulianArcher @AngelaLeech
#SDSummit
• Demonstrating that marketing can support all the stages of the sales
funnel especially from opportunity to deal closure
• Moving from marketing metrics to business metrics that sales
understand and that demonstrate contribution and sales support
• Proactively delivering content mapped to the sales process at the right
time
Critical Success Factors
Tata Communications considered the elements of best in class sales
enablement programmes and delivered valued support to the sales team.