Masco: Igniting a Culture of Transparency & Performance
"We wanted to transform how we communicate with our customers, with Wall Street and with each other. Mandel and SCIPAB upped our game and got us there."
– Keith Allman, CEO of Masco Corporation.
Download the case study to learn how Mandel Communications partnered with Keith Allman to enable positive change and transformational leadership.
BMC serves tens of thousands of IT organizations around the world, from small and mid-market businesses to the Global 100. One hundred percent of the Forbes Global 100 and 82% of Fortune 500 companies rely on BMC Software for IT management solutions.
The BMC Software Executive Briefing Program was awarded Briefing Program of the Year in 2012 (for the third time), as well as awarded “World Class” for the 11th consecutive year by the Association of Briefing Program Managers.
Key subject matter expert presenters needed to be more polished and effective in their communications. “They were the face of BMC and they needed to be able to comfortably and confidently articulate our solutions," says Karen Bintz, Senior Director, Customer Experience.
“We don’t get a second chance to make a first impression. Our discussion leaders have one chance to get technical topics across to both technical and non-technical buyers.”
At her first ABPM conference, Karen reached out to some of the biggest players in the industry to see how they were addressing this challenge in their programs. “I heard over and over about Mandel. So I talked with them. They asked if they could come out and spend a half day with us understanding BMC. They listened to us and customized a program to exactly fit our needs.”
“Talking about the customer before we talk about ourselves was a mindset change. Our SMEs use the Mandel Blueprint® framework, so there’s consistency in the presentations. And, that makes it easier for the customer to follow. The biggest impact that we’ve seen is in the increased confidence level of our customers and prospects in BMC solutions. It’s the discussion leaders that move that needle during the briefing day.”
Watch this video to learn more about how Mandel partnered with BMC to develop its Briefing Program.
Founded in 1995, Brocade is an industry leader in providing reliable, high-performance network solutions that help the world’s leading organizations transition smoothly to a virtualized world. Brocade combines a proven track record of expertise, innovation, and new technology development with open standards leadership and strategic partnerships with the world’s leading IT companies.
The company had two conference rooms and no strategic briefing program or processes. “Our goal was to build a branded venue and deliver customer experiences that would be highly valued by the sales organization to influence and drive business,” says Michelle Limbocker, Director. “We had a diverse group of presenters from global backgrounds who lacked confidence in presenting to customers.”
The CEO issued a directive: “If you’re not comfortable speaking with customers, you’d better get comfortable. EBC stands for EveryBody Closes!”
Even as she was interviewing for the position to build and lead this new briefing program, Michelle realized she would need to implement a training program. “I’d partnered with Mandel in the past three briefing programs I built. It moved the needle in up-leveling people’s skills—and there was a direct correlation to our briefing results.”
Michelle championed the training across the business, helping her counterparts in other departments see the value in raising the customer communication skills of their people. She began hosting Mandel training programs in the EBC.
“Sales sees the value in the training because it influences so many customer touch points outside the EBC, as well. When the Mandel methodology is used company-wide, it helps our discussion leaders to be more comfortable presenting in the EBC. That helps our customers better hear our message and impacts business results across the board.”
IBM, a Fortune 20 company, is a leader in almost every market in which it competes. Its information technology, business services, and software units are now among the largest in the world, serving customers globally across most industries.
The IBM Software Group Briefing Centers rely on the exceptional technical talent found in their Development Labs. These innovators have one-of-a-kind technical subject matter expertise. But, it’s not always matched with the skills necessary to communicate that knowledge to Line of Business buyers who want to understand the business value of the solutions.
“We needed our SMEs to feel comfortable stepping away from the computer, leaving the slides behind, using a whiteboard, and having a conversation with our customers,” says Karen Fonseca, Worldwide Software Group Executive Briefing Centers Business Unit Leader.
“Mandel met with us and listened to our vision for our discussion leaders. They really took time to understand our briefing business. They talked with us not just about training our discussion leaders, but also about recruiting, retaining, and rewarding them. They helped us think about it more as a strategy—not just about getting a guy out of the lab to speak.”
“It’s really turned up the listening and customization in our briefings. We have a higher level of consistency in message and delivery. Our SMEs are thinking and speaking more broadly and helping customers understand ‘why should I care’. And we have a common framework for coaching them, even on the prep calls. They’re doing a much better job of listening to our clients.”