CUNA Mutual Group - Aligning Marketing and Sales Through Messaging to Create a Common Approach and Collaboration
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Learn how CUNA Mutual Group influenced change throughout all levels and areas of a 75-year-old conservative financial services company. The team made the change sustainable through clear expectations, continuous communications, enhanced processes, strong alignment, courage, vision and commitment.
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CUNA Mutual Group - Aligning Marketing and Sales Through Messaging to Create a Common Approach and Collaboration
- 1. CUNA Mutual Group Proprietary Reproduction, Adaptation or Distribution Prohibited © CUNA Mutual Group 2013 Our Story of Alignment
- 2. 2 We Talked Like That?
- 3. 3 One is the Loneliest Number…
- 4. 4 Turning into Big Blue?
- 5. 5 Why Change? Numbers Don’t Lie… 18,000 >> 6,500 1,500 57%
- 6. 6 51%
- 7. 7 Talk about Change Management?
- 8. 8 PRODUCT & MARKETING SALES Power Positioning Power Messaging Customer Conversations Aligned Stories To Deliver Messages that Matter Skills Training To Deliver Conversations that Win Sales Enablement Corporate Visions and CUNA Mutual Group
- 9. 9 Tech/Tools • SalesForce • Power Messaging Center • Brainshark
- 10. 10 Key Tools/Tech Power Messaging Center
- 11. 11 No Trash Allowed Here!
- 12. 12 Right Skills • Solution Selling Training • Power Messaging Training • Sales Managers Coaching Academy • Power Punch Communication
- 13. 1313 Better Results Power Messaging Learning & Skill Development Managers Go First; then Staff Learn & Practice, Practice, Practice Behavior Change Ongoing Coaching -- Goal is long-term behavior change! $2.2m – Closed $9m – Retained $21m – New
- 14. 14 Bronze Silver Gold Know & Do Diagnose & Coach Situational Coaching • Video Coaching Assessment • Knowledge Assessment • Power Parties • POV Pitch Learning Courses • PM Center Submissions Live Deal Coaching Calls: • Pre-Call Planning • Presentation Feedback • Cross Functional LDC Coaching Academy Proficiency Levels
- 15. 15 Skills – Power Punch
- 16. 16 Change Management Matters! • Connect the Dots Early
- 17. 17 Stories
- 18. 18 New Math (6+1) > 72 x 400
- 19. 19 Take stock & Organize
- 20. 20 Chaos
- 21. 21 The Solution
- 22. 22 Order to Chaos • Insight Brief • Email content/templates • Infographic • Slide Library • Updated web pages
- 23. 23 Lessons Learned: • Same page • Fix the plane mid-flight • Start/Stop/Continue
- 24. 24 Did it Work? Listen to the Sales Guy!
- 25. 25 Three IS NOT A CROWD