Coordinating Telecommunications Business Proficiency
Chief Tech-Head at Pelatro. Stoked to help over 40 Telcos/Banks offer the best dang contextual marketing experience to their Billion plus customers.
The B2B telecom industry is a chaotic jungle, a symphony of diverse services with intricate business structures and multifaceted client relationships. To truly blend in with diverse enterprise clients like BP, Tesla, and Cisco, CVM providers need to break free from conventional approaches, crafting a platform that doesn't just manage data but orchestrates personalized experiences.
This article dives deep into the nitty-gritty of this ever-evolving space, laying out a tactical roadmap for CVM providers to arm telcos with stupendously intelligent, specialization-driven solutions.
Mastering the Maze: Cracking the B2B Telco Code
Modern telcos offering a blend of mobility and non-mobility services face a unique conundrum. Product hierarchies, from individual mobile plans to group-use Wi-Fi routers, cry out for a flexible data model. Client organizations with their department-level and location-level roll-ups demand a granular understanding of visibility patterns. A New York City admin's view on services and costs differs dramatically from a London-based financial bigwig’s. Nailing these organizational discrepancies is crucial.
The telco's internal structure mirrors this complexity. Sales teams are typically organized by sector, product, company size or location. A CVM solution must accommodate these variations to allow for smooth team collaboration and targeted marketing efforts. The telco’s marketing structure may also follow its own hierarchy, depending on the product, and these must be modeled appropriately.
Building the Base: A Solid Data and Profile Structure
A comprehensive data and profile structure is the foundation of a boss CVM. It should follow these principles:
• Hierarchical Representation: Model client organizations as hierarchical structures, capturing company, location, department, and individual levels.
• Relationship Mapping: Define and chart relationships between entities, capturing relationship types for nuanced analysis.
• Service and Product Integration: Integrate telco’s service portfolio, linking services to specific client segments. Account for group-use products and their unique consumption patterns.
• Interaction and Engagement Tracking: Capture all interactions, associating them with the relevant organizational entities.
• Flexible Segmentation and Profiling: Enable segmentation based on industry, size, location, service usage, and key decision-maker influence. Create dynamic profiles that flex with data.
• Product Catalogue Hierarchy: Account for the different product catalogs that the telco may have and the varying marketing hierarchies within product groups.
The Magic of Specialization: Supercharged Sales Optimization
A secret weapon lies in recognizing and capitalizing on sales team specialization. The CVM platform should be crafted to recognize the intricate relationships between the complex players on either side of the B2B relationship and strike the right balance between relationship-driven marketing and machine learning-assisted marketing. A winning strategy involves:
- Recognizing data on product expertise, sector focus, regional proficiency, and enterprise size specialization.
- Unveiling hidden strengths through historical data analysis.
- Recommending the "right person" to offer the "right product" to the "right corporation" in the "right region" at the "right time".
It's crucial for telcos to move beyond the "one business, one marketer" philosophy and drive collaboration-focused sales strategies where specialists sell products of their strength to an organization in a sector of their strength.
Symphony of Success: The Perfect Triad of Rules, Relations, and Machine Learning
In telecom B2B marketing, achieving true hyper-personalization demands a harmonious integration of rule-based, relationship-based, and machine learning techniques. A finely-tuned CVM platform should include:
• Rule-Based Marketing: Automate targeted campaigns using predefined rules.
• Machine Learning Capabilities: Boost upselling and cross-selling efforts, suggest offers, identify high-potential audiences, and conduct look-alike modeling by unearthing patterns in customer behavior.
• KDM-Centric Tools: Enable detailed profiling and personalized outreach to key decision-makers within client organizations.
• KPI Visualization and Analysis: Offer robust dashboards that allow users to view, filter, and drill down into performance metrics across segments.
• Team Structuring By Gross Spreads: Allow telecom providers to organize teams based on factors like sector, product, company size, or geography.
Each technique plays a unique role:
• Rule-based systems offer efficiency by automatically responding to known events.
• Relation-based approaches focus on human connection, such as a Verizon account manager reaching out to a newly appointed VP at UPS with personalized insights.
• Machine learning brings foresight, like predicting bandwidth surges during peak seasons and enabling proactive network adjustments.
The recipe for success? Use rule-based triggers for automation, relational touchpoints for strategic engagement, and machine learning for insightful, data-driven action.
The Eternal Marketing Machine: Always On Enterprise Marketing
In the dynamic B2B telecom landscape, hyper-personalization for customers like UPS (served by telcos like AT&T, Verizon, Sprint, etc.) moves past traditional account management. It's about creating an "always on" intelligence ecosystem, mirroring retail's real-time relevance. By continuously monitoring macroeconomic shifts, telcos can anticipate evolving logistical needs.
Crucially, tracking personnel changes like a new KDM on the enterprise side enables immediate and personalized outreach, fostering stronger relationships. Awareness of sector-specific new service launches allows telcos to proactively offer tailored connectivity solutions, ensuring seamless integration. This means using data-driven insights to anticipate needs, not just react to them, crafting bespoke communication and offerings that resonate deeply with corporate customers' operational and strategic imperatives within their respective sectors and regions.
Implementing a Strategic CVM Framework
To effectively cater to the B2B telco market, CVM providers must adopt a strategic framework that encompasses data integration, personalized communication, ABM support, sales enablement, continuous optimization, adaptable architecture, and integration with diverse organizational structures.
By embracing a holistic, data-driven approach and understanding and leveraging sales teams' specializations, enterprise CVM providers can empower telcos to navigate the complexities of B2B marketing, forge strong client relationships, and drive sustainable growth.
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- To effectively combat the chaotic jungle of the B2B telecom industry, Pramod Konandur Prabhakar, as Chief Tech-Head at Pelatro, aims to equip banks and telcos with a CVM platform that not only manages data but also orchestrates personalized experiences.
- In order to recognize data on product expertise, sector focus, regional proficiency, and enterprise size specialization, a crucial step in the Magic of Specialization drive for sales optimization, Pramod seeks to integrate technologies that can unearth hidden strengths through historical data analysis.
- As the B2B telecom sector evolves, Pramod envisions a future where hyper-personalization is the norm, and telcos such as AT&T and Verizon, with the help of CVM providers like Pelatro, develop an "always on" intelligence ecosystem, fostering stronger relationships with key decision-makers (KDMs) by continuously monitoring macroeconomic shifts, personnel changes, and sector-specific new service launches.
