Adonica Thomas, MS, CPTD
Veeam Positioning and Messaging Certification Program
The Veeam Positioning and Messaging Certification Program was an Executive-sponsored program created to ensure all Veeam sellers could tell the new “Veeam Story” and explain how to use this story to drive business-focused customer conversations around Veeam’s technology platform
Why?
Launch a new corporate story
-
Veeam released new messaging to align to its updated platform with the goal of helping drive business growth into the Enterprise
-
Sales teams needed to learn the new corporate messaging
-
Most importantly, they needed to learn to use the corporate message – including positioning the platform in customer conversations to get the attention of the business decision-makers
Desired Impact
Support the shift to the Enterprise
-
This program helped sellers develop strategies for using Veeam's new messaging and positioning to expand their account contacts from only technical contacts (IT admins, backup admins) to business decision-makers, including VP and C-Suite contacts.
-
Enterprise and commercial sellers experienced a quick impact in driving conversations higher in their accounts
-
For example, the Enterprise sales teams for Wal-Mart and Verizon provided feedback that this program immediately helped them articulate Veeam's message and vision in a clearer way. As a result, they were able to get executives at the decision-making table and expand Veeam's footprint in these accounts
Certification Program Overview
The VPMC certification program had three steps to help sellers learn and apply the new Veeam messaging and positioning story. This process included a review of the messaging handbook, attending a half-day workshop, passing a scored role play with a certified messaging coach and real-world application coaching with their sales manager.
