Michelin Is a €20.47 billion global tire manufacturing leader.
LOCATION: Greenville, South Carolina & Clermont-Ferrand, France
INDUSTRY: Tire Manufacturing
MEREO SERVICES ENGAGED
- 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)
- 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.”
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