Closing the Conversion Gap


How do you give your team the ability to create differentiated stories for every customer business problem you solve? Without the skills and the methodology to guide that process, your messages may lack consistency and impact, and—worse—your prospects and customers could end up hearing a different story every time they interact with you.

Not too long ago, Intelsat, a communications satellite services provider, was struggling to implement a marketing methodology they had invested in, and turned to Corporate Visions to try a different approach. Lynette Simmons, a marketing leader at Intelsat, said they experienced a Power Positioning workshop with Corporate Visions, which also included writer certification and wireframe templates.

Today, the company leverages a Conversation Roadmap—a primary deliverable from the Power Positioning engagement—which Intelsat created themselves and refined with a Corporate Visions consultant. The regional team used that roadmap to create multiple assets that were region-specific, while integrated marketing created a range of thought leadership assets.

Below are Simmons’ tips for getting the most out of your Power Positioning messaging engagement:

  • Top-down commitment is critical. Have everyone in the organization work from the same corporate strategy map to foster great alignment.
  • Empower “champions” in your teams. Make them project managers during product launches.
  • Your full content library cannot change overnight. Commit to a “from this day forward” mentality and refresh when opportunities arise.
  • Build leaders in your team to enforce the methodology.
  • Familiarize your creative team with conversation roadmaps and methodology.
  • Shortcuts can work—partner with a great company instead of trying to implement a messaging methodology on your own.

Scaling The Power Positioning Methodology

Kathy Meyer (senior director, sales enablement and tools, information management, Kodak Alaris) experienced a Power Positioning workshop with Corporate Visions in May 2014. For the event, Kodak Alaris brought in four sales VPs and their top selling reps to help craft the message. Within three weeks of the workshop, all messaging assets were delivered. And by October 2014:

  • 47 percent said Power Positioning was the best training they’ve experienced.
  • 53 percent said it was better than most.
  • 100 percent said it would impact their job.
  • 100 percent said they wanted “more training like this.”

What’s more, the company added $1 million in pipeline in the first 90 days after implementation.

To scale the methodology, Kodak trained 14 marketers and taught them how to do the power positioning methodology training. They started simple, using a few internal documents, then went big in 2016, hiring an agency to create all assets.

Tim Riesterer

Tim Riesterer

Chief Strategy Officer

Tim Riesterer has dedicated his career to improving the conversations marketers and salespeople have with prospects and customers. His books, “Customer Message Management”, “Conversations that Win the Complex Sale”, “Three Value Conversations”, and "The Expansion Sale", focus on improving market-ready messages and tools that marketers and salespeople can use to win more deals. As chief strategy and research officer for Corporate Visions, he sets the direction and develops products for this leading marketing and sales messaging, content and training company.