Selling to Telcos in the Age of Digital Transformation

By CCgroup

A playbook for vendors in a changing sales and marketing environment

Telecoms operators of all stripes are driving mass scale digital transformation. These are uncharted waters, with the ‘hoped for’ destination, a leaner, more agile and customer-centric organisation, better able to profit from digital services.

Telcos are leaning on the vendor community to help them transform. However, vendors are finding engaging with telcos increasingly difficult and complex. Operator organisations are in near-constant flux, their purchasing processes are changing, and many telcos are frustrated by the failure of vendors to demonstrate they can meet their evolving needs.

Vendors face a difficult sales and marketing journey, having to inspire dozens of influencers over increasingly long purchasing cycles. If they fail to do this, they are likely to end up with nothing in return for their investment. And with the number of decision makers expected to rise in seven out of 10 operators, this is a challenge that must be met head on.

This white paper outlines what vendors must do to evolve their sales and marketing strategies to capitalise on the opportunity presented by telco digital transformation.