Watch this webinar to find out how CenturyLink transformed its sales effectiveness and sales operations initiative to boost customer retention 4.5% and increase active selling time for sales reps 15%. CenturyLink's John Serdinsky, director of sales effectiveness, and Pramata's Praful Saklani, co-founder and CEO, talk about how it was accomplished and some of the key learnings along the way.

1. How CenturyLink Transformed
Sales Effectiveness to Increase
Customer Retention
John Serdinsky, Director Sales Effectiveness, CenturyLink
Praful Saklani, CEO, Pramata
June 9, 2015

2. CenturyLink: Global IT Solutions Partner
Confidential 2015 Pramata Corp.2
2008 2011-2012 2013-20141930
FORTUNE 158
TOP 3
COMMUNICATIONS PROVIDER
20% WORLD’S
INTERNET TRAFFIC
$18B REVENUE
48,000 EMPLOYEES
98% FORTUNE 500

3. CenturyLink North American Network
and Data Centers
Confidential 2015 Pramata Corp.3
• Connected to 45 North American data centers
• Plus another 200+ third party data centers
• Own and operate ~240,000 U.S. fiber route miles
DATA CENTERS

4. DATA CENTERS
CenturyLink International Network
and Data Centers
Confidential 2015 Pramata Corp.4
• Connected to 12 international data centers
• Plus another 200+ third party data centers
• Own or lease over 280,000 international fiber route miles

5. CenturyLink Business
Confidential 2015 Pramata Corp.5
FLEXIBLE/
AGILE
EXPERIENCED
+ +
EXPANSIVE
PORTFOLIO
COLLABORATIVE
+
• Approximately 1,500 Frontline Sales Professionals
• Over 6,000 Salesforce.com users
• Plus another 2,000 Partner users

6. Our Current Strategic Objectives
• Retain and grow enterprise customers to fuel profitable
revenue growth
• Increase share of wallet within our enterprise customers
• Acquire new customers through targeted hunting
• Drive more solution selling of strategic products such as
hosting and managed services
• Engage with customers based on 360° view of both
legacy and acquired accounts
Confidential 2015 Pramata Corp.6

7. Sales Effectiveness Overview
Confidential 2015 Pramata Corp.7
Contacts Locations
Accounts
Contracts
Orders
Disputes
Repair
Tickets
Social
Customers
• The CenturyLink Sales Effectiveness
practice is focused on driving sales and
revenue growth in the business segment
by leveraging excellence & alignment in
the following functional areas:

8. Retention is the Foundation for Our Growth
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MRR Sales
Retaining enterprise
customers is critical to
ensuring revenue growth
in the mature marketplace
for voice and data
Churn
MRR

9. A “Hands On” Approach Retains More Revenue
Confidential 2015 Pramata Corp.9
Historical data shows that we retain 27% more revenue
when sales professionals actively work expiring contracts…
Opportunities Worked by
Sales Professionals
Billing prior to expiration
Opportunities Not Worked
by Sales Professionals
Billing after expiration
0% -27%

10. “Hands On” Engagement – and Customer Retention
– Suffer Due to Imbalance of Non-Selling Time
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“The hardest part is to
understand what’s going on at
the customer. This gives a lot of
information to “start” my
research.”
Enterprise Sales Professional
“I can look holistically this way
and treat my customers as one
business.”
Global Sales Professional
“…This whole thing makes me a highly paid
Admin. 4 days a week, I am cemented to my chair
typing on the computer. Is this what you want?”
Global Sales Professional
“I spend more time internally
focused on SFA, POM, Blue
Sheets, retention/renewals,
technical approvals, etc. than
I do selling to the customer.
In my mind, it should be the
other way around.”
Enterprise Sales Professional
“It has the upcoming
expiration and also other
opportunities so I don’t
need to contact the
customer twice.”
GES Sales Professional
25%28%
47%
DIRECT
INDIRECT
NON-SELLING
“If I had the ability to pull up the
contract myself it would be
more efficient.”
Global Sales Professional
“This has everything I
need to call someone..”
GES Sales Professional

11. Empowering the Retention Process with
Data from Contracts
• Less time hunting for data, more time selling
• Quickly identify expiring deals and renewal opportunities
• Contract and document hierarchy
• Integrated with billing and CRM data
• Accurate and up-to-date
• Presented within SFDC
• Identify -> create opportunity with one click
Confidential 2015 Pramata Corp.11

12. Pramata in CenturyLink SFDC
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13. First Phase Implementation in Seven Months
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Sales team efficiency: Elimination of cover sheets for all new contracts
Sales Ops Efficiency: Elimination of contract entry into iLink
Sales Team Efficiency: Reduced time searching for and requesting contracts
Estimated Time To Complete a Cover Sheet
Hours Saved by Eliminating Cover Sheets
Estimated Time To Enter Contract into iLink
Hours Saved by Eliminating iLink Contract Entry
Estimated Documents Accessed per Year
Amount of Time Saved per Document
Total Hours Saved per Year
250,000
3 Minutes
12,500
30 minutes
14,000
10 minutes
4,667
$1.5 million
revenue
contribution
in year one
4.5% improvement
in retention of at
risk revenue
15% increase in
active selling time
325,000 contracts/
49,000+ customer
relationships
loaded into
Pramata

14. Confidential 2015 Pramata Corp.14
High Impact + Positive Change
Extensive Field Survey 2014
38%
33%
8%
7%
7%
4%
3% Other
Pramata
BSG/CTS SFDC Consolidation
CPQ
SDP Enhancements

15. Confidential 2015 Pramata Corp.15
Most Impactful Change
Extensive Field Survey 2014
Word Count
Time 86
Contract 69
Pramata 63
Sale 60
Help 54
AC 51
Process 50
Order 46
Year 42
More 41
Here 39
New 38
CPQ 33
Easier 31
Last 30
Work 30
SFA 30

16. Key Questions That Drive Revenue
Retention and Growth
Confidential © 2015 Pramata Corp.16
Are there any volume
commitments associated
with this customer?
Are there unique
commitments that I
need to know about?
When should I engage
based on expiration dates?
What is the core
documentation I already have
in place? ?
Is there a clean master I
can use for this deal?
What percentage of
revenue from this customer
is strategic?
Is this a good target for selling
additional services?
What discounts are have
already been approved?

17. Iterative, Three Phase Approach to Using Data
from Contracts to Help Improve Retention
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Rapidly organize
contract
documents and
customer data in
a central place
Provide a deeper
understanding of
the customer
inside CRM by
integrating billing
data with contract
data to
Drive sales team
outcomes through
guided selling by
leveraging current
customer data for
context-based
actions, predictive
analytics, and
Customer 360
1
2
3
2014 Current Next 12 months

18. Building Momentum in the Second Phase
Implementation
Confidential 2015 Pramata Corp.18
 35% increase in the number of retention opportunities
identified and created
 25% increase in the number of users creating opportunities
 29% increase in “won” opportunities
 51% of sales team survey respondents saving time getting
‘the right’ customer information
✔ 10 – 15 minutes of sales reps’ time saved per opportunity

19. A Single Version of the Truth Across the
Company
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Sales
Operations
USER COMMUNITIES
Operations
Legal Finance
Sales

20. Tools & Technologies Help Sales
Be More “Hands On”
Confidential 2015 Pramata Corp.20
Create a coherent, single view
of our customers, regardless of
legacy company or services,
that can be used by anyone
who engages with a customer.
Contacts Locations
Accounts
Contracts
Opptys
Orders
Disputes
Repair
Tickets
Social
Customers
Pramata
Salesforce.com
CPQ
Docusign
Salesforce.com creates the
single pane of glass for our reps
and support resources to
understand all aspects of
customer interaction

21. Two Companies, One Team
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Sales
Operations
Operations
Legal Finance
Sales
• Close collaboration and
discovery
• Partner mindset from the
start
• In real time and against
project milestones
• Iteration and refinement
based on real data and
user feedback

22. THANK YOU!
John Serdinsky
John.Serdinsky@CenturyLink.com
Praful Saklani
praful@pramata.com