The Aim

Intel’s Sales and Marketing Group in the US operated through a team of business development managers, multiple partner organisations and almost 3,000 partner sellers. In a highly competitive market, many of the sales teams had become immersed in a price-driven sales process. The aim of the sales programme was to embed a common customer-centric sales process across the sales organisation to protect margins and grow revenues by selling on value rather than price.

The Solution

A comprehensive tailored programme based on Imparta’s Creating Client Value (CCV) methodology was developed for Intel’s Sales Organisation. The programme was tailored to Intel’s language and market context, as well as to the different sales roles, from strategic customer management to the online sales centres. Intel-specific online simulations were developed, along with tailored role-plays and case studies.

The core CCV programme was taught to over 2,500 salespeople. The methodology was also introduced to Intel’s marketing teams, product teams, technical sales roles and even the recruitment team to ensure a common methodology, understanding and sense of purpose.

A key success factor was the involvement and participation of the senior management team in the design, delivery and embedding of the programme. Managers were coached in the methodology and coaching skills, and leaders communicated its importance and embraced the need to change. Additional sales skills programmes on strategic account management, commercial acumen and negotiation were also introduced. Each of these programmes was closely aligned to the core CCV methodology.

We are talking more broadly across each and every enterprise with multiple sets of decision makers, and what CCV has really done is to illuminate how you have those different conversations, how you focus on the key pain points for each of these constituents in the decision-making cycle and how tune your value proposition to each of the individuals in that cycle. Manager, Americas Marketing Group


The Results

  • 30% 

    Market share up

  • $200m 

    Yearly increase in sales

  • $0.5bn 

    Upside over 2.5 years