A Recent Case Study – Global Market Leading IT Company

Executive Presence and Value Proposition Development

Situation

A market leading IT company needed to increase the impact of their service sales division on clients, channels and their own product sales team in both APAC and the US markets.  The service value proposition was inconsistent and unclear.  Team members, although experienced were expected to have more conversations at the ‘C – Suite’. Communication skills amongst the team needed to be less technical, more succinct and more compelling.  Off the shelf training had made llttle or no difference in the effectiveness of the service sales account managers to create a strong message and commanding executive presence.

Objectives

The objectives of the program included:

• Improving Confidence and value messaging in any presentation or conversation

• How to engage and make a positive impact on client executives and internal management.

• How to deliver a more compelling and convincing value proposition for clients and internally to product sales and business operations teams.

• Adapting the message and the delivery to different audiences i.e. engineering, sales and senior management.

• Influencing other stakeholders to articulate and evangelise the value proposition on their behalf.

By the end of the executive presence program participants should know how to:

• Look and sound more confident

• Be seen as more succinct and engaging

• Clearly articulate the key issues to business executives and management in terms of the big picture.

Action 

Our aim was to achieve the objectives through a combination of collaborative facilitation and personal coaching.  Our actions included:

• Conducting extensive due diligence and by understanding the service, product, competitor activity and the service sales environment

• Creating original content in collaboration with the client based on our expansive understanding of service sales, instructional design and the needs.

• Develop a clear and compelling, spoken value proposition using CMCGlobal’s unique 330Pitch process.

• Training and coaching participants over a period of 3 months.  The program was designed to build in a logical way over this period so that the participants were able to grow and evolve while taking on the skills.

• Delivering to a wider audience of key executives in the company a live review of the newly acquired skills through role play and presentations. 

Results

The program was an unprecedented success.  During the review process all the executives involved were impressed by the demonstrable change in the team.  There has been clear success in procuring more constructive meetings internally and with clients and achieving business stretch targets.  This is what the client had to say:

“This coaching is proving to be a critical part of our success. In the recent annual performance reviews of the Services team every person said that the CMCGlobal coaching modules were the best thing they had done in the year. The services team members are becoming great communicators through the training and all the participants felt that they learned important life skills along the way. For the last 18 months CMCGlobal has had a huge impact on my team in terms of helping to get a consistent message delivered with passion. I'd recommend them highly.”

Senior Director, Service Sales Operations  US

Global Market Leading IT company.

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