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 Company: FedEx Kinko's, Dallas, TX
Entry Submitted By: Weber Associates
Company Description: A unit of express delivery giant FedEx, FedEx Office and Print Services (formerly FedEx Kinko's Office and Print Services) has duplicated its business formula many times. The company operates about 1,960 business service centers in the US and 10 other countries worldwide.
Nomination Category: Marketing Categories
Nomination Sub Category: Best Marketing Team
Nomination Title: FedEx Kinko’s Marketing, in Partnership with the FAE Sales Channel
- Tell the story about what this nominated team achieved since January 1 2007 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
In 2007, FedEx Services Marketing was tasked with developing programs to
improve FAEs’ sales effectiveness.
FedEx Services Marketing accomplished this feat by breaking down the
traditional silos between Marketing and Sales, and forging a strategic
partnership with the FAE (Field Account Executive) Sales Channel. Marketing’s
Maggy Cruz and Kent Melancon worked hand-in-hand with the Vice President of
Sales, Aimee DiCicco, to develop and launch a holistic program – including a
tool, presentation content, and an innovative launch process – that combined
the expertise of both Marketing and Sales.
Cruz and Melancon worked with Weber Associates, a sales effectiveness
consulting firm, to develop the “Sales Presentation Builder” – a software tool
that allows FAEs to assemble customized sales presentations that were tailored
to the unique needs of small & medium businesses in different industries.
Throughout development, Marketing collaborated closely with DiCicco’s sales
team to ensure the tool would actually improve the effectiveness of an FAE who
spends most of his time on-the-road, and that the messages in the presentations
would resonate with actual customers.
But the most critical key was in how Marketing and Sales worked together in
launching the Sales Presentation Builder to the frontline. In a true
partnership, Marketing and Sales worked with Weber Associates to develop an
innovative, 4-week Pilot Program with two teams of FAEs.
During the Pilot Program, Weber Associates rode-along with FAEs and observed
them using the Sales Presentation Builder and delivering presentations to
customers. Each week, Maggy Cruz, Aimee DiCicco, the Pilot Team leaders, and
Weber Associates met to review and discuss sales results, tool usage metrics,
and the sales behaviors that Weber observed.
These cross-functional Steering Committee meetings were crucial for many
reasons:
• Results: They drove focus and adoption of the Sales Presentation
Builder, resulting in a 25% lift in revenue from the Pilot team, and a 97%
increase in customers who move to the next step in the sales process.
• Program Improvements: They resulted in weekly improvements to the tool
and the launch process, making the Program even more effective by the time it
launched to the whole Sales Organization.
• Best Practices: They identified new sales best practices and shared
them across both the Marketing and Sales organizations, improving how both
Sales and Marketing have since launched other initiatives.
• Results-Oriented Collaboration: Most importantly, they brought together
two organizations – Marketing and Sales – and fostered a dialogue between them
that was focused on the best way to support the field and drive results for
FedEx Kinko’s.
Throughout, the program proved to be a success directly because of the
partnership between Marketing and Sales. The innovation of Maggy Cruz, Kent
Melancon, and the Marketing team, the leadership and frontline-focus of Aimee
DiCicco and her sales team, and their joint efforts to break down
organizational silos, led to a successful program that drove business results,
and laid the groundwork for how future programs will be launched at FedEx
Kinko’s.
- List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
- Provide a brief (up to 100 words) biography about the leader(s) of the nominated team:
Maggy Cruz serves as a Sr. Marketing Specialist for FedEx Services. FedEx
Services coordinates sales, marketing, and technology support for the global
FedEx brand and each individual operating company, including FedEx Kinko’s. Ms.
Cruz focuses on developing marketing initiatives to support the FedEx Kinko’s
business-to-business and government sales force.
Aimee DiCicco serves as vice president of sales for FedEx Kinko’s Office and
Print Services. In this role, Ms. DiCicco is responsible for driving revenue
growth within the small to medium businesses, conventions and government print
markets through field and inside sales, along with hiring and developing a
world-class sales organization.
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