cuna mutual group - aligning marketing and sales through messaging to create a common approach and...
DESCRIPTION
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.TRANSCRIPT
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CUNA Mutual Group Proprietary Reproduction, Adaptation or Distribution Prohibited © CUNA Mutual Group 2013
Our Story of Alignment
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We Talked Like That?
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One is the Loneliest Number…
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Turning into Big Blue?
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Why Change? Numbers Don’t Lie…
18,000 >> 6,500
1,500
57%
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51%
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Talk about Change Management?
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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
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Tech/Tools
• SalesForce • Power Messaging Center • Brainshark
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Key Tools/Tech
Power Messaging Center
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No Trash Allowed Here!
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Right Skills
• Solution Selling Training • Power Messaging Training • Sales Managers Coaching Academy • Power Punch Communication
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Better Results
Power Messaging Learning & Skill Development
Managers Go First; then Staff
Learn & Practice, Practice, Practice
Behav ior Change
Ongoing Coaching
-- Goal is long-term behavior change!
$2.2m – Closed $9m – Retained $21m – New
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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
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Skills – Power Punch
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Change Management Matters!
• Connect the Dots Early
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Stories
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New Math
(6+1) > 72 x 400
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Take stock & Organize
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Chaos
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The Solution
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Order to Chaos
• Insight Brief
• Email content/templates
• Infographic
• Slide Library
• Updated web pages
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Lessons Learned:
• Same page
• Fix the plane mid-flight
• Start/Stop/Continue
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Did it Work? Listen to the Sales Guy!
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Three IS NOT A CROWD