learn4sales: our digital mooc for b2b teams
TRANSCRIPT
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Learn4Sales is a global commercial certification programme.
It aims to provide our Sales Network with the knowledge to sell more and increase our
sales opportunities funnel.
The programme focuses primarily on our digital portfolio: our Network, Digital Services
and New Business Models.
3 Source: AT Kearney
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July 2015 New courses:
Portuguese launch
English launch
3rd edition:
22.000 registrations
Scope, structure
and competence
definition Content
development
Platform development
Experts recruitment
2014 2015 May 2015
Business
Models
Financial
Services
2nd exam:
2.700
certificates
Q2 2014
Q4 2014
Global launch
5.000 registrations
Cloud IoE Security
March 2015
October 2015
November 2015
Q3 2014
1st exam: 950
certificates
2nd edition:
13.000 registrations
New courses
underway
3rd edition in
progress
Q1 2016
Competences
launched since
March 2015
Enrollments to date
Courses concluded
Certifications
awarded*
Cloud
7,009
3,574
1,357
Internet of
Everything
4,982
2,106
513
Security
4,041
1,561
403
Financial
Services
1,115
243
74
Business
Models
Videos 27 20 41 81 29
Flipbooks 27 6 9 38 27
Infographics 18 23 3 2 3
3,885
1,505
340
* Results for 2 editions: certification exams will be taking place in mid-February and March
Learning materials produced
First results (2 editions launched in 15 countries; 1 concluded)
Company employees involved in content development
36 32 37 13 26 Subject-matter experts
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Learn4Sales targets the entire B2B team:
• Sales Executives
• Presales Engineers
• Project Managers
• Service Managers
• Product Marketing
• Management Controllers
• B2B Communications
• B2B Networks
• B2B IT
Over 10,000 employees Approximately 150
certifications
Approximately 500
certifications
Over 1,000 certifications
Over 2,000
certifications
Over 1,000 certifications
Approximately 150
certifications
Approximately
250 certifications
Approximately 500
certifications
Over 2,000
certifications
Approximately 500
certifications
Approximately 150
certifications
Approximately
250 certifications
Over 1,000 certifications
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Learn4sales will cover our Partners, Sales
Channels and all collaborating companies
that help us expand our business.
We aim to certify over 20,000
people world-wide
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Learn4Sales comprises 5 Competences with 3 depth levels each, plus 1 Competence, Financial
Services, that covers only the Proficiency level, adding up to 16 Challenges.
We will extend the programme with new Competences as our market evolves.
Do I understand the market? Do I
understand our technology? Am I
able to convert it into a client
opportunity?
The certified student should be able
to:
• Maintain a 1-hour conversation
with a client on the subject matter
• Read and understand technical,
academic and business
publications on the subject
• Detect an opportunity and offer a
solution from our standard
portfolio
Do I understand my clients’
value chain, and how they can
benefit from Telefónica
services?
The certified student should be
able to:
• Detect a complex client
opportunity and prepare a
proposal integrating different
services
• Design an effective sales pitch
• Understand Telefónica’s
profitability and margins
How can we win a Big Deal?
What are the risks
associated to an
outsourcing project?
The certified student should be
able to:
• Present a Big Deal
business case
• Analyse a client’s TCO
• Negotiate a SLA bearing
in mind Telefónica’s
capabilities as well as
client commitments
Secto
r
appro
ach
Dig
ital so
luti
ons
Buildin
g
blo
cks
Hori
zonta
l
tools
Curriculum
Learn4Sales
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Launched
In progress
Planned for 2016
Com
pete
nces
• 5 courses launched (4 of them in 3 languages)
• New levels being developed in 2016
• New competence being developed: Public Administration
Difficulty levels
Curriculum
Learn4Sales
Launched
In progress
Planned for 2016
New competence: Public Administration
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Objective
Cloud Computing is a huge shift in the
consumption model: the service is located in
the “cloud” and customers pay for what they
use rather that investing in infrastructure.
The cloud has boosted agility and business
innovation.
Internet presence, e-commerce, virtualisation
of infrastructure, new models of software
sales are now a reality rather than a trend.
Key topics:
• Cloud market, topology and trends
• DataCenter Services, IaaS, SaaS,
Architecture Orchestration models and
associated SLAs
• Players, Partners, Solutions and their fit
with clients’ value chain
José Cerdán Acens CEO
Juan Manuel Moreno Cloud Global Director
Objective
Internet of Everything refers to the
ecosystem of products and solutions
developed to create a connected world.
Moving up the value chain of M2M
technology we offer a myriad of solutions
that meet the diverse needs of our clients.
Key topics:
• The M2M ecosystem: technologies,
players and trends
• M2M network topology, “last meter” trends,
“smart grids” and “smart meetering”.
• Industry sectors with M2M–based value
chains
Álvaro García Abarrio Global Director,
Digital Sales Specialist
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Objective
The integration of technologies in the business
world has allowed the development of a wealth
of tools and applications to improve efficiency
and productivity.
This evolution has also brought security risks
which companies need to protect their
systems and devices from.
Key topics:
• Information Security market
• Hacking techniques and Defense
Architectures
• Telefónica’s value proposition:
Cybersecurity, MDM, SOCs, Network
Encrypting, etc.
Chema Alonso Eleven Paths CEO
Objective
New ways of making business have
emerged with the Digital Era we now live in.
The traditional buy-and-sell model has been
supplanted by innovative business models
in which risks, success and value creation
are shared with partners and even the
customer.
Key topics:
• Basic concepts of Finance and Sales
Management
• Value chain and Critical Customer
Processes
• Shared Value Creation
• Digital Business Models
Deborah Waldmann Head of Learn4sales
Daniel Jiménez B2B Sales and Markets Development
Global Director
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Objective
An approach to Financial Services from the
consumer and corporate client viewpoints,
Telefónica’s strategy to tackle both and an
overview of the key players in the market.
Key topics:
• Banking of the future 2020: multichannel
• The evolution of payment mechanisms
• Network Processing
• Mobile banking & Internet banking
• Financial Services for Telefónica
companies
Pablo González de Santiago Financial Services Global
Director
Álvaro Jiménez Mogollón Head of Sales Latam Financial
Institutions
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Objective
The Telecom industry faces huge challenges.
Networks continually evolve increasing
capacity and virtualisation levels. Fibre optic,
WiFi, 4G, the battle of the operating systems,
VoLTE, Ethernet, CPEaaService, UCaaS,
service management and monitoring,
“enabling the Cloud”, ubiquitous mobile
connectivity and spectrum regulation add
even more challenges to the battlefield.
Key topics:
• Regulation and spectrum management
• Advanced mobile networks: 4G and its
ecosystem
• WiFi, UCC and their business models
• IPV6 and its challenges
• …and much more!
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Our programme is crowdsourced
from a team of over 150
Telefónica experts from different
areas of the business, countries
and group companies.
Our aim is to make the wealth of
knowledge we already have in-
house available to all.
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Learn4Sales runs on Telefónica Educación Digital’s
Wemooc platform, the learning technology currently
used by cutting edge universities world-wide
Learn4Sales was developed jointly by several Telefónica group companies
Learn4sales is a MOOC platform (Massive Open Online Courses). It is an innovative concept
with the latest trends on online training.
Multimedia content...
...in a flexible learning environment
Videos Case
Studies
P2P
Activities
Infographics
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Certification exams for each
competence and depth level will take
place in formal sittings 3 times a year, in
every country Telefónica operates.
The exams’ high degree of difficulty will
demand dedication and study rigour.
Students are also required to accomplish
practical projects and case studies in
order to achieve the certification.
Approved students will receive a virtual
certificate endorsed by Universitas
Telefónica, which will be valid for 18
months.
