Nortel – motivating indirect sales channels

Nortel asked Scaramanga to …

… Raise awareness of its full product and service portfolio within the BT sales channel (its primary route to the UK business market) and end business customers.

Despite having a strong Internet and data portfolio, Nortel Networks was still primarily known for its voice products, particularly within the sales channels. It also had a low profile amongst end customers. This was borne out by the research programme that initiated the appointment of Scaramanga.

We put our thinking hats on …

We designed a communications plan to communicate the breadth of Nortel Networks’ offering to the BT channel and to prospective customers. The aim of the plan was to position Nortel Networks as the unique provider of future-proofed voice, data and Internet solutions.

We created a campaign to end business users, employing a wide range of media including direct marketing, microsites, and telemarketing. The BT channel campaign comprised a briefing pack, extranet, sales presentations and seminars.

And delivered these results …

Both aspects of the campaign very well received. Feedback from BT was that the portfolio was better understood and that they were equipped to recommend Nortel to customers. The end customer campaign delivered a general response significantly greater than expected.

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