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How CenturyLink Transformed
Sales Effectiveness to Increase
Customer Retention
John Serdinsky, Director Sales Effectivenes...
CenturyLink: Global IT Solutions Partner
Confidential 2015 Pramata Corp.2
2008 2011-2012 2013-20141930
FORTUNE 158
TOP 3
C...
CenturyLink North American Network
and Data Centers
Confidential 2015 Pramata Corp.3
• Connected to 45 North American data...
DATA CENTERS
CenturyLink International Network
and Data Centers
Confidential 2015 Pramata Corp.4
• Connected to 12 interna...
CenturyLink Business
Confidential 2015 Pramata Corp.5
FLEXIBLE/
AGILE
EXPERIENCED
+ +
EXPANSIVE
PORTFOLIO
COLLABORATIVE
+
...
Our Current Strategic Objectives
• Retain and grow enterprise customers to fuel profitable
revenue growth
• Increase share...
Sales Effectiveness Overview
Confidential 2015 Pramata Corp.7
Contacts Locations
Accounts
Contracts
Orders
Disputes
Repair...
Retention is the Foundation for Our Growth
Confidential 2015 Pramata Corp.8
MRR Sales
Retaining enterprise
customers is cr...
A “Hands On” Approach Retains More Revenue
Confidential 2015 Pramata Corp.9
Historical data shows that we retain 27% more ...
“Hands On” Engagement – and Customer Retention
– Suffer Due to Imbalance of Non-Selling Time
Confidential 2015 Pramata Cor...
Empowering the Retention Process with
Data from Contracts
• Less time hunting for data, more time selling
• Quickly identi...
Pramata in CenturyLink SFDC
Confidential 2015 Pramata Corp.12
First Phase Implementation in Seven Months
Confidential 2015 Pramata Corp.13
Sales team efficiency: Elimination of cover s...
Confidential 2015 Pramata Corp.14
High Impact + Positive Change
Extensive Field Survey 2014
38%
33%
8%
7%
7%
4%
3% Other
P...
Confidential 2015 Pramata Corp.15
Most Impactful Change
Extensive Field Survey 2014
Word Count
Time 86
Contract 69
Pramata...
Key Questions That Drive Revenue
Retention and Growth
Confidential © 2015 Pramata Corp.16
Are there any volume
commitments...
Iterative, Three Phase Approach to Using Data
from Contracts to Help Improve Retention
Confidential 2015 Pramata Corp.17
R...
Building Momentum in the Second Phase
Implementation
Confidential 2015 Pramata Corp.18
 35% increase in the number of ret...
A Single Version of the Truth Across the
Company
Confidential 2015 Pramata Corp.19
Sales
Operations
USER COMMUNITIES
Opera...
Tools & Technologies Help Sales
Be More “Hands On”
Confidential 2015 Pramata Corp.20
Create a coherent, single view
of our...
Two Companies, One Team
Confidential 2015 Pramata Corp.21
Sales
Operations
Operations
Legal Finance
Sales
• Close collabor...
THANK YOU!
John Serdinsky
John.Serdinsky@CenturyLink.com
Praful Saklani
praful@pramata.com
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CenturyLink Webinar: Transforming Sales Operations to Increase Customer Retention

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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.

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CenturyLink Webinar: Transforming Sales Operations to Increase Customer Retention

  1. 1. How CenturyLink Transformed Sales Effectiveness to Increase Customer Retention John Serdinsky, Director Sales Effectiveness, CenturyLink Praful Saklani, CEO, Pramata June 9, 2015
  2. 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. 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. 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. 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. 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. 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. 8. Retention is the Foundation for Our Growth Confidential 2015 Pramata Corp.8 MRR Sales Retaining enterprise customers is critical to ensuring revenue growth in the mature marketplace for voice and data Churn MRR
  9. 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. 10. “Hands On” Engagement – and Customer Retention – Suffer Due to Imbalance of Non-Selling Time Confidential 2015 Pramata Corp.10 “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. 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. 12. Pramata in CenturyLink SFDC Confidential 2015 Pramata Corp.12
  13. 13. First Phase Implementation in Seven Months Confidential 2015 Pramata Corp.13 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. 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. 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. 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. 17. Iterative, Three Phase Approach to Using Data from Contracts to Help Improve Retention Confidential 2015 Pramata Corp.17 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. 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. 19. A Single Version of the Truth Across the Company Confidential 2015 Pramata Corp.19 Sales Operations USER COMMUNITIES Operations Legal Finance Sales
  20. 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. 21. Two Companies, One Team Confidential 2015 Pramata Corp.21 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. 22. THANK YOU! John Serdinsky John.Serdinsky@CenturyLink.com Praful Saklani praful@pramata.com

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.

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