Installment #1 -A++ Telus JN Comments

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School

Algonquin College *

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2283

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Marketing

Date

Feb 20, 2024

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docx

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Uploaded by SuperPantherMaster379

MKT2383 Sales Manage ment Professor’s Name : Jim Neubauer A++ Results, Every Time * TELUS February 9, 2024 By: Ammar Bazaid Abdurahim Ben Zreiba No other names – so they contributed nothing ?? 1

Table of Contents Cover Page ..................................................................................................................... 1 Table of Contents ............................................................................................................. 2 Company Overview .......................................................................................................... 3 Product & Services ....................................................................................................................................... 3 Partners ......................................................................................................................................................... 4 Industry Trends & Key Environment conditions that affect sales ................................................................. 4 Executive Management Team ........................................................................................................................ 5 Competitors .................................................................................................................................................. 5 Key Sales strategy ....................................................................................................................................... 6 Sales Account Management Planning Formula ......................................................................................... 6 Account Segmentation ................................................................................................................................ 7 Individual Sales Quotas .............................................................................................................................. 7 Appendences .............................................................................................................................................. 8 References .................................................................................................................................................... 9 2

Company Overview TELUS is a telecommunications company with a long history. The company's foundations date back to 1999-2000 (Alex, Personal communication, Feb, 6 th 2024), marking an important turning point in the telecom market. The headquarters of TELUS found its home in Vancouver, Canada, becoming a central hub for the company's operations. Over the years, TELUS has consistently expanded its reach and influence, not only geographically but also in terms of the services it provides. The organization was formed through a combination of several organizations, the majority of which are based in Edmonton, Alberta. (Might want to research this a little more) Over the years, TELUS has not only survived the industry's quick transformations, but has thrived, emerging as a key player with a workforce of 108,500 employees ( History, C. 2023, November 26). TELUS) . As TELUS evolved, it embraced the changing landscape of telecommunications, adapting to technological advancements and consumer demands. The company's commitment to innovation became a driving force, leading to the introduction of cutting- edge services, including wireless and wireline voice and data, cloud solutions, and cybersecurity services. The journey of TELUS Corporation is a testament to its ability to navigate the complex and dynamic telecommunications industry. From its early roots in regional telephony to its current position as a national telecommunications leader, TELUS continues to shape the future of connectivity in Canada. With a commitment to customer satisfaction, technological innovation, and strategic partnerships, TELUS is poised to remain a key player in the ever-evolving world of telecommunications. (source) Growth over time? Markets are very different – Alberta, BC and Ontario? What about the rest of Canada? Product & Services TELUS Corporation stands out as a prominent player in the world of telecommunications, known for its diverse and comprehensive range of IT telecommunication services and products. (these al most sound like Alex’s words – I hope they are not) At the heart of TELUS's offerings is a commitment to connectivity, with a primary focus on wireless and wireline voice and data services. This means that TELUS is not just a phone company, it's a provider of essential communication tools for individuals and businesses alike. TELUS expands beyond standard telecommunications services to include marketing, social media, website design, and even human resources (Alex, Personal communication, Feb, 6 th 2024). This expansion shows TELUS' acknowledgment of the changing communication landscape, in which connection goes beyond calls and messages to include a whole portfolio of services that organizations and consumers rely on in today's digital world. All very vague? 3

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Which product or services are most important? Where is the emphasis consumer or business? TELUS goes above and beyond to offer a suite of services tailored to make their operations smoother and more effective. (all generic comments) TELUS provides advanced office communication services, ensuring that your team (definitely Alex’s words) can collaborate seamlessly and stay connected. They understand the importance of keeping your valuable data safe, so they offer cybersecurity solutions to protect against digital threats. For businesses that need a secure and accessible space for their data, TELUS provides cloud services, making it easy to store and manage information. But TELUS doesn't stop there, they recognize the modern needs of businesses in the digital age. Whether you need assistance with marketing to reach your audience, a professional and engaging website design, or even support with HR services, TELUS has comprehensive solutions to help your business thrive. What makes TELUS unique is their commitment to building strong partnerships with industry leaders like Microsoft, Google, and Cisco. By incorporating top-notch products seamlessly into their offerings and delivering them under the trusted TELUS brand, businesses can trust that they are getting reliable, high-quality solutions. In essence, TELUS is not just a service provider; it's a strategic partner dedicated to supporting and empowering businesses in their journey towards success. (not a single source so really is plagiarism) Partners TELUS's success is largely due to its strategic relationships. TELUS has formed partnerships with over 150 partners worldwide, including major companies such as Microsoft, Google, and Cisco, to improve its capabilities (Alex, Personal communication, Feb 6 th , 2024). TELUS adopts a unique approach by white-labeling products from these partners, integrating them seamlessly into its portfolio, and offering them to customers under the trusted TELUS brand (Alex, Personal communication, Feb 6 th , 2024). This strategy not only enhances the company's service offerings but also underscores its commitment to delivering high-quality, reliable solutions. Ok (what percentage of products are white labeled versus their own – clearly white label normally has lower margins) Industry Trends & Key Environment Conditions That Affect Sales To fully comprehend TELUS' influence, it is critical to recognize the variety of markets it serves as well as the diversified client base. Ok TELUS has categorized its markets based on organizational size and workforce, ranging from small firms with one employee to large corporations with over 1,000 employees (Alex, Personal communication, Feb, 6 th 2024). There is an entire consumer segment as well – so it n eeds to be mentioned even if it not the focus of the report … What are the various sizes of each – which segment does your Sales Manager focus on – how large is it? The subject matter includes small and medium-sized markets, mid-market commercial enterprises, mid-market large organizations, the enterprise space, and the public sector in Canada (Alex, Personal communication, Feb, 6 th 2024). TELUS ensures that its connectivity solutions connect with a diverse consumer base by adapting its products and services to each segment's specific needs. (source) 4

The sales of TELUS are influenced by various factors in the world around us . One important factor is the economic situation, like when times are tough, and interest rates increase, it can affect how people and businesses spend money on telecommunication services. Ok – but I would suggest most influences are from Canada – especially economy. Another thing that impacts TELUS is the rise of new technologies, especially in artificial intelligence. Ok This changes how they offer their services, like introducing AI products (Alex, Personal communication, Feb, 6 th 2024). A big change that everyone noticed was because of the COVID-19 pandemic. (not a sentence) Before, people used to have meetings in person, but now everything has shifted online, affecting how TELUS interacts with its customers. So, the environment around us, including economic conditions, technological changes, and unexpected events like the pandemic, can all have an impact on how TELUS sells its services. So if Alex reads this first part – is he happy will how you have captured his comments? Executive Management Team TELUS's corporate structure is organized to ensure effective collaboration between various units. The structure includes a President overseeing different units, Senior Vice Presidents, Vice Presidents for the West, Central, and East of Canada, Directors reporting to the VPs, Managers overseeing specific teams, and Sales Representatives at the forefront. Ok TELUS uses a Tall Sales Organization structure, (ok) which means it has a vertical structure with multiple (many) layers of management. This structure allows for clear lines of authority and responsibility, creating a more organized and controlled environment. In terms of organizational concepts, TELUS emphasizes Specialization (ok) , meaning that individuals within the organization focus on specific tasks, becoming experts in those areas. This specialization leads to better overall performance for the entire company. Additionally, TELUS leans towards a certain degree of Centralization, where important decisions and tasks are made at higher levels of management. This helps in maintaining control and ensuring that key decisions align with the overall strategic direction of the company. Overall, TELUS's organizational structure is designed to enhance expertise in specific tasks and maintain a centralized approach to decision making. (no references to best p ractices – class notes or sourcing) What kind of structure ? Geographic or Market or Product? (See Appendix A: Visual representation of TELUS Corporation's Corporate Structure) (See Appendix B: Visual representation of TELUS Corporation's Corporate Structure) Competitors TELUS faces competition from other companies in the telecommunications field, with two notable rivals being Rogers Communications and Bell Canada. Rogers Communications is a major player in the Canadian telecommunications industry, offering a range of services, including wireless 5

communications, cable television, and internet connectivity. Bell Canada is another competitor, leading telecommunications company providing various services such as wireless and broadband internet, television, and digital media. The competitive landscape challenges TELUS to continuously innovate and enhance its services to maintain and expand its market share. Each of these competitors brings its strengths and unique offerings to the table, creating a dynamic environment where TELUS must stay innovative and customer-focused to remain a key player in the highly competitive telecommunications industry. (all generic information – is this ChatGPT) ??? Key Sales Strategies TELUS uses a multifaceted sales strategy, putting a lot of focus on cross selling its suite of services to various corporate divisions . TELUS strives to provide a range of organizational needs using its varied portfolio, which includes outsourced solutions, international sales, TELUS Health, and IT services. With this approach, Telus can efficiently meet the unique needs of its customers by offering them all- inclusive solutions. Additionally, TELUS stresses the value of keeping in touch with clients on a quarterly basis through business reviews. These evaluations provide an opportunity to evaluate the clients' continuing needs, respond to any issues, and look into potential new service or upgrade options. The sales staff also prioritizes local coverage , with each representative in charge of overseeing a sizable clientele within designated geographical areas. Such as Ottawa . This localized approach ensures personalized support and enhances customer satisfaction. (Which products and areas and strategies does your Sales Manager focus on ??) TELUS ensures a unified and integrated approach to client engagement through the close alignment of its sales strategy with corporate marketing efforts. To create campaigns and tactics that support sales efforts, the marketing team is essential. Ok The marketing team plays a pivotal role in setting up campaigns and strategies that complement the sales efforts. For instance, if the marketing team targets retail customers with a specific product offering, they collaborate with the sales team to identify potential leads and opportunities. Relevant prospects can be efficiently prioritized and pursued by the sales team by importing customer lists and marked opportunities into the CRM system (Alex, Personal communication, Feb 6 th , 2024). TELUS can effectively employ its marketing operations to generate client acquisition and revenue growth due to the effective collaboration between sales and marketing. 6

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Sales Account Management (SAM) Planning Formula For TELUS, quarterly Sales account management (SAM) planning ensures ongoing alignment with company goals and priorities through an organized, adaptive process. For the next ninety days, the sales team identifies top accounts and possibilities by doing a thorough assessment of all its customers during these planning sessions. Effective effort prioritization requires examining important criteria including sales targets, present performance , and territory planning. TELUS may effectively manage resources and increase sales effectiveness by concentrating on the most promising accounts and prospects. In order to facilitate smooth coordination between sales, marketing, and other departments and promote group success, SAM planning also acts as a platform for cross-functional collaboration. (who’s words are these?) no source – than Plaguarism ? (Any information from class notes on special treatment – who gets it and what is it) Account Segmentation TELUS segments its customer based on the size of the business. This includes small and medium- sized enterprises with a workforce of 1-100, mid-sized commercial spaces with 500 to 1000 employees across all industries, mid-sized large organizations with 500 to 1000 employees, enterprise spaces with more than 1000 employees, and public sector spaces catering to government agencies such as the National Defence and other governmental organizations (Alex, Personal communication, Feb 6 th , 2024). Ok – there is also a consumer segment in BC and Alberta? Which base is your client focused on ? TELUS divides its customer base systematically, mostly according to revenue contribution and account size. Governmental organizations are divided into distinct categories to suit their distinct demands and specifications. Enterprise-level clients like McDonald's, which are considered key accounts, are given preferential treatment due to their potential for revenue generation and strategic significance. To guarantee a high degree of service and support, this entails designating specialized account managers and extra assistance from customer success managers. TELUS may enhance long- term customer happiness and loyalty by giving priority to important accounts and offering customized solutions. (sou r ce) Individual Sales Quotas TELUS use a cascade technique to establish team goals and personal sales targets (Alex, Personal communication, Feb, 6 th 2024), guaranteeing consistency with the overall objectives of the firm. Sales 7

quotas are derived from market groups (marketing or eexternal) and are distributed from vice presidents to the sales force . Because (never start with ) these accounts have a higher potential for revenue, representatives who handle larger enterprise accounts typically have fewer clients but carry heavier quotas, so your vice president will be given a quota by the business then from there the team will take a look, OK we have X number of reps in the mid-market commercial space we have X number of sales wraps that are in the mid-market large versus enterprise, so naturally a sales Rep that has enterprise customers instead of having 60 accounts he will have 15 accounts for example his account will generate a higher level of revenue so they'll carry a heavier sales quota than the mid-market commercial rap but the mid-market commercial rap covering 60 accounts with this much smaller target so we prioritizing the bigger accounts where their account team has less to focus on but they have to generate more revenue because the account is that much larger (Alex, Personal communication, Feb, 6 th 2024). (Paraph rase – don’t copy …. ) Reps in charge of mid-market commercial accounts, on the other hand, have less goals but a wider clientele. With this strategy, TELUS can guarantee appropriate coverage and emphasis that are in line with revenue potential and market dynamics, fostering long-term growth and profitability among its wide range of customers. Have you identified anything to do with best practices from class? Have you identified any GAPs in the Org structure, SAM, quot a setting? . Append i en ces Appendix A: Visual representation of TELUS Corporation's Corporate Structure (But what does it tell the client – is it good or bad … what type of structure is it?) 8

Appendix B: Visual representation of TELUS Corporation's Corporate Structure (ok – what doe s it mean) Reference 9

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Bell | wireless, internet and TV service provider in Canada . (n.d.). www.bell.ca . https://www.bell.ca/? EXT=BRAND_PDL_Google_kwid=p64757849716&gad_source=1&gclid=CjwKCAiAt5euBhB 9EiwAdkXWOz7qXxq0VkTIskUWN8DADRyilVD4PdVntuM0QK-MFIS8WQz4- eHHExoCnyoQAvD_BwE&gclsrc=aw.ds Brightspace: Sales management . (2024, February 7). Week 3 Sales Organization Structure Slides. (only source for best practices) Encyclopedia of the Great Plains | TELUS . (n.d.). http://plainshumanities.unl.edu/encyclopedia/doc/egp.ind.057 History, C. (2023, November 26). Telus . CompaniesHistory.com - the Largest Companies and Brands in the World. https://www.companieshistory.com/telus/ Our social impact | TELUS International . (n.d.). https://www.telusinternational.com/about/social-impact? linkname=social_impact&linktype=mainnav Rogers Communications Inc. (n.d.). Smartphone plans – cell phone plans with unlimited data - Rogers . https://www.rogers.com/plans? ecid=PS_R0264_R_WIR_Jan_24_AO4_O1FT1F&ecid=PS_R0050_R_WIR_Apr_20_ALW_R5 SJQC&s_kwcid=AL!5244!3!687280183394!e!!g!! rogers&gad_source=1&gclid=CjwKCAiAt5euBhB9EiwAdkXWO6rb9tBpatUhDij4E5dFX6rKv UBCskX4YU6S5W4pLPQuxVcUecfvhhoCOwkQAvD_BwE&gclsrc=aw.ds TELUS_2022_Annual_MD_A_and_Financial_Statements/ PDF/2022 https://assets.ctfassets.net/fltupc9ltp8m/1CIgaW9fenpofQR324R0pQ/2ed588f9435d08c5369 44a948b6a5cb9/TELUS_2022_Annual_MD_A_and_Financial_Statements__EN_02092023.pdf Telus. (n.d.). Telus - Org Chart, teams, culture & jobs | The Org . THE ORG. https://theorg.com/org/telus Wikiwand - Telus Corporation . (n.d.). Wikiwand. https://www.wikiwand.com/en/Telus_Corporation LinkedIn Login, Sign in | LinkedIn . (n.d.). LinkedIn. https://www.linkedin.com/company/telus/life/workattelus/ 10

Installment #1 -A++ Telus JN Comments

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