Matt Collins, Chief Marketing Officer at Calix, shares excellent insights about company growth as Calix transitioned from being a hardware system for communication providers to a cloud software platform providing cutting edge technology for their subscriber premises. Giving insight into all the components of the growth strategy that helped Calix become a key player in their industry, Matt also shares his experience and thoughts on the importance of the right message and how to communicate with an audience more clearly, with compelling benefits, in a way that is visually enticing.
Key takeaways:
- There are three broad ways Calix can grow as a result of its new technology: internationally, new product markets, expanding the customer set
- Using the SPIN (situation, problem, implication, need) methodology to create the right messaging is crucial to build engagement with an audience.
- How educating and enabling both account managers and customers on some aspect of the new Calix technology has positively impacted the account management function at Calix
- How they increased response rates and lead conversions by moving away from aggressive selling
- Sales and marketing alignment focus on discussing the accounts that sales want help in reaching, reviewing campaigns, making sure who is targeting what accounts, and monitoring what the potential issues are.
Matt’s insights were very helpful in understanding how marketing strategies for growth, including the importance of the message and alignment with sales, can improve performance. Read the full interview with more details regarding the foundations of marketing, compelling benefits-based offers and attention to visual presentations as well as leveraging RFID data hereOpens a new window .