Challenge
TELUS, one of Canada's leading telecommunication companies, engaged Executive Conversation to deliver a breakout session for its Energy Sector team at their annual sales conference. A number of Canadian Oil & Gas firms are now owned by foreign entities; a key objective of the session was to increase the team’s strategic insight into global energy market drivers to position TELUS solutions from a customer needs and challenges perspective, rather than with a product focus. Additional objectives included achieving customer growth targets by expanding distribution channels; addressing key market segments with new service offerings; and better understanding the decision-making process at the executive level within the Oil & Gas industry.
Solution
Executive Conversation’s Client Services practice created a custom, Executive-Led Curriculum session designed to highlight TELUS’ strategic solutions in the Energy Sector. Led by a Consulting Executive with extensive experience as Oil & Gas industry executive, the highly interactive session modeled a buyer’s side perspective for how to position the business value of specific TELUS applications to deliver non-price based differentiation in the competitive marketplace. The TELUS’ team first gained an understanding of industry market trends, issues and challenges. Participants then worked through strategies and approaches to help Energy Sector companies reduce production risks, hasten time to revenue, lower operating costs and, ultimately, establish positions of thought leadership in the market.
Results
The well attended session increased facility in communicating executive-level customer relevance and helped align TELUS’ sales and marketing teams by promoting understanding of available sales tools and how to better leverage industry partners.