The Channel Partnership developed and executed a content driven campaign, Banking 20|20, to strengthen Cable&Wireless Worldwide’s positioning within the UK banking sector and deliver new engagement opportunities to their sales teams. The Banking 20|20 campaign was based around the critical issues facing the banking and financial services sector, highlighting key challenges to be overcome, and how operations need to evolve to achieve success in a changing landscape. The campaign was praised throughout the organisation and exceeded expectations across all key metrics, including customer advocacy ratings, website visitors, new sales engagements and pipeline value.

1. Cable&Wireless Worldwide
Banking 20|20
From Thought Leadership to Revenue
5th March 2013

2. 2 The Client

3. 3 The goals
 Position C&WW as a relevant and strategically important
partner to the banking sector
 Enable sales engagements in new areas with new
contacts
 Drive pipeline and contract wins

4. 4 The challenges
 C&W Worldwide credentials and expertise in the sector
not widely understood
 Sales contacts often limited to operational IT and
procurement
 No internal model for how to create and implement a
vertical GTM strategy
 Lack of insight and content upon which to build a vertical
sector GTM

5. 5 End-to-end Go-to-Market Process

6. 6 Insight-led point of view

7. 7

8. 8 Integrated Go-to-Market Plan

9. 9 Thought leadership to demand generation

10. 11 Sales enablement training & tools

11. 10 Go-to-market toolkit

12. 13 Results

13. Conclusions
 Good insight is vital
 A strong point of view is at the heart of good content
marketing
 To be effective needs to be part of an integrated Go-to-
Market approach
 Don’t forget sales enablement