For Vendor Strategy Professionals

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	March 26, 2009 Case Study: Telstra's Telecom Marketing Excellence by Mike Cansfield with Ellen Daley, Madiha Ashour

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Executive Summary

Telcos today don't just compete with other operators; they also compete with premier brands such as Apple, Sony, and Microsoft. To be successful, they need to be top-notch marketers, yet traditionally, telcos are poor at this. Telstra, the Australian incumbent, is the exception to this rule. Over the past three years, it has systematically implemented a market-based management (MBM) approach to marketing. MBM places customers at the heart of the business and makes the company sell services to meet their needs rather than just technology or products. MBM requires an intimate understanding of customer needs, investment in IT and process rationalization, investment in people to deliver good service, and the vision to integrate marketing into the business. The results so far have been impressive. The four lessons vendor strategists can take away are: 1) make marketing strategic; 2) use MBM to create real customer focus; 3) expect to invest to deliver on this vision; and 4) tackle the program in steps.

TABLE OF CONTENTS

• Situation: The Communications Sector Is Poor At Marketing
• Best Practice: Telstra And Market-Based Management
• Best Practice Results: The Proof Is In The Numbers

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• Four Lessons Vendor Strategists Can Learn From Telstra
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