Michelin

Michelin Is a €20.47 billion global tire manufacturing leader.

LOCATION: Greenville, South Carolina & Clermont-Ferrand, France
INDUSTRY: Tire Manufacturing
PUBLIC: MGDDY

MEREO SERVICES ENGAGED

SOLUTION
MANAGEMENT

SALES
ENABLEMENT

SOLUTION
MARKETING

Challenges

Had identified who to sell to with more than 40 commercial audience segments but lacked the specific differentiated value messaging to help sellers effectively engage with the different audiences — including a number of new personas that were not historically comfort zones for the sellers
Inconsistent value-based selling best practices across an international organization facing an unprecedented global disruption while also accustomed to product-pitching
Struggled to align sales and marketing teams around consistent solution messaging (e.g., personas, pains, differentiation)

Results

Engaged internal experts and leaders to help craft the sales assets, which influenced instant buy-in and promotion of the tools across teams — thereby accelerating change management
Empowered sales teams with a number of foundational Power Play™ Sheets that detailed differentiated value messaging for different audience segments, which triggered value-based selling practices and enhanced buyer engagement
Bridged collaborations and messaging elements between the sales and marketing teams for a consistent commercial presence
Enabled Michelin Maestro sales teams with personas and corresponding Power Play™ Sheets for their niche enterprise software audiences

“Thanks to Mereo, for the first time in my many years with Michelin, we powered genuine collaboration between marketing and sales teams in the go-to-market motion. Sales leaders and sales professionals engaged with buyers in compelling conversations that fueled market share gains while also instilling consistency in the messaging those sales teams employed.”

CELINE MESSIHA
North American Marketing & Sales Engagement Manager