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Knowledge – Product, line of business, market trends and competition, buying behaviors, market insights References – case studies, reference materials, create reference clients, reference relationships, champions Sales Engagement – periodic emails / webcast, centralized portal, proactive communication, honest, candid dialogue, shared goals and alignment The Optum team compiled the analysis and agreed to re-assess on a yearly basis.
Based on the analysis, Karen and her team were able to transform Optum’s marketing efforts to focus on the evolution of provider marketing.
A Thought Leadership and Content Director was identified, as well as another new position called a Sales Liaison.
In this new role, the Sales Liaison is a marketing position that is entrenched within the sales team.
The Sales Liaison is essentially an extension of the sales team, someone who hears what is truly happening in the field and can report back on sales needs and help shape content that meets a sales person’s objectives.Top Offers reinvents CPA proposing the best offers on the market and overtaking a vast market share.We have gained a solid experience in research and development for the best interrelation of our affiliates and advertisers.Karen’s mission was to transform relationships with clients and build trusted relationships with internal business partners.To do so, she needed to get a wide buy-in on her new content-led strategy.
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Before making the switch to a content-led strategy, Karen’s team at Optum graded themselves on the following categories: Marketing activities – events, collateral, marketing mix, client intimacy Measurement – ad-hoc reports, defined process, automated systems, business outcomes.