The Syllabus:
The marketing team from Tata Consultancy Services (TCS) Communications, Media and Information Services (CMI) sector wanted to empower its sales team to thrive in the transition from a face-to-face sales process. Historically, CMI conducted all its pitches in person, so the team was tasked with combining virtual and physical engagements to alleviate remote/digital fatigue for clients and the sales team.
Lesson Plan:
Instead of handing its sales team content assets and tools, the marketing team helped educate the sales team by:
- Hosting weekly knowledge sharing sessions and distribution account-specific bulletins to help sales identify opportunities with key accounts;
- Providing PDFs that summarized key milestones and achievements for each account along with video messages from senior execs for sales to distribute to their target accounts;
- Video case studies; and
- Coordinating webinars and speaker slots for key accounts.
Report Card:
- Improved customer satisfaction
- Landed the biggest deal in department history
- Exceeded its marketing-influenced sales pipeline goal
- Improved customer advocacy levels
Report Card:
- Improved customer satisfaction
- Landed the biggest deal in department history
- Exceeded its marketing-influenced sales pipeline goal
- Improved customer advocacy levels
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