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 Business Services

 

Looking for best practices, strategies and analytical insights to help you make business decisions? You’ve come to the right place! CTAM continues to strive towards creating a national cable presence and drive awareness within the vertical and enterprise SMB market segments through CTAM-member projects, articles and reports to help you grow your business services. 

CTAM BSC Meetings CTAM BSC Webcast Series | BSC White PapersCTAM HIMSS Analytics Healthcare Training  CTAM CHIME Healthcare IT Focus Groups   |  Growth Drivers for Cable’s Business Services | 

Next CTAM Business Services Council meeting will take place on Nov. 8 in Philadelphia.​


   
Ken Kraft  
Ken Kraft
Business Services Council Co-Chair
SVP, Marketing & Sales Operations
Cox Communications
Alexandra Sewell 
Alexandra Sewell
Business Services Council Co-Chair
Vice President, Enterprise Marketing
Comcast Business
   
 

CTAM Business Services Council Kick-off Meeting

April 4, 2018

Key Take-Aways: The Enterprise Market


  • Cable is a broadband business with residential broadband, business services, and wireless as the key drivers of future growth.
     
  • While cable has done well in the SMB space, growth is tapping out with medium businesses and enterprise, as the next growth opportunities.
     
  • The value proposition of superior local assets and national service is a unique attribute for cable that telcos can’t do.
     
  • Enterprise customers are more demanding, requiring solutions with partners, such as cloud providers and IT companies, so it’s critical for cable to partner in order to create national coverage and enhance their product suite.
     
  • About 20% of wireless customers are on business accounts, so wireless could be an important tool to add to enterprise products over the next several years.
     
  • When selling to enterprise customers, there is a huge fundamental shift in the sales DNA approach. You can no longer work in silos, as it’s necessary to integrate your sales and customer services teams, as well as subject matter experts in order to enhance the client engagement and expected demands.
     
  • CIO’s worry about creating the right customer experience to deliver a really good brand experience.
     
  • While it’s more difficult for marketers, it’s critical with enterprise customers to translate technology and service features into benefits for their business that help companies serve their customers better and drive more revenue.
     
  • Quick service restaurant app experiences, stadiums, and smart cities are exciting enterprise, vertical opportunities for cable currently and in the future.

Harvard Business School Case Study – Selling to Enterprise Customers

Ken Kraft  
Das Narayandas 
Edsel Bryant Ford Professor of Business Administration 
Harvard Business School



Executive Perspectives: The New National Landscape of Cable Business Services

Ken Kraft  
Denice Hasty
SVP, Marketing and Customer Experience, Marketing
Comcast
Alexandra Sewell 
Ken Kraft
SVP, Marketing and Sales Operations
Cox Business
Ken Kraft  
Moderator: Stewart Schley
Principal
Stewart Schley Content, LLC​


Enterprise: The Next Opportunity for Cable

Ken Kraft  
Spencer Kurn 
Partner 
New Street Research
 

Digital Marketing Trends – Cablebusinessconnect.com

Ken Kraft  
Chris Dittmore 
Vice President 
Goodway Group
 

 


2017 BSC Meeting Recaps are located here


CTAM BSC Webcast Series

CTAM BSC Webcast Series: MSO SMB Best Practices

This three-part webcast series focuses on innovation and go-to-market opportunities in the SMB space. Through the sharing of MSO best practices from topics such as onboarding SMBs to direct mail strategies, this series will help optimize market share in this important business vertical.

 

CTAM MSO SMB Best Practices Webcast – Part 1 (Direct Mail and Onboarding)
April 18, 2018

Presenters:

Ken Kraft 
Vi Tran
Senior Marketing Manager, 
Direct Response
Charter Communications (Spectrum)

Alexandra Sewell 
Kay Carter
Senior Manager Segment Marketing
Cox Business

 
​View the Webcast Recording

​View the Presentation



 

CTAM K-12 E-Rate Webcast Training Series

Fall 2017

This three-part webcast series is designed for business services marketing, training and sales teams focused on K12 education and eRate programs.
 
  • Session One: Navigating Well in Education: Market Structure, Trends & Drivers of K12
  • Session Two: Selling Well in Education: The Sales Cycle, Talking Points, Mapping Accounts, Follow Through K12
  • Session Three: Funding, Budgets & Grants​
View the Webcast Recording for Session 1
View the Webcast Recording for Session 2
View the Webcast Recording for Session 3
 

View Earlier CTAM BSC Webcasts:
 

Business Services White Papers

Education at the Speed of Fiber

2Q 2018

Across the U.S., cable companies are helping educators modernize the digital learning experience – megabit-by-megabit.​

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White Paper: Cable’s K-12 Education Efforts



Cable’s Rising Fiber Capabilities Transform Business Communications

1Q 2018

Hundreds of thousands of route miles and a diverse array of empowered customers are signs of a transformation in the way U.S. businesses connect.



White Paper: Cable’s Fiber-Forward March

 

CTAM HIMSS Analytics Healthcare Training

 
In CTAM’s continuing effort to elevate awareness of cable as a viable telecommunications partner with the C-Level Healthcare decision makers, Business Services healthcare leaders from Comcast, Cox, Spectrum and Time Warner Cable met in Philadelphia for the CTAM – HIMSS Analytics Healthcare Training session, hosted by John Hoyt, Executive Vice President, Organizational Services, HIMSS Analytics.
 
This training seminar focused on patient engagement and population health/population management, highlights of the impact of the HIMSS Informatics Nurse Survey and 26th Annual Leadership Survey, as well as new IT initiatives in healthcare, including M Health / Telehealth, and Cyber security.
 
 
 
 
 

Tapping into the Mind of Healthcare IT Decision-Makers

 
CHIME Online CIO Focus Groups 
CTAM-sponsored two CHIME Online CIO focus groups bringing together hospital/healthcare system CIOs for virtual discussions on their current and future telecommunications needs helping cable business services teams gain insights into their views, perceptions, and future buying decisions around the cable industry’s offerings .
 

Topics included:

 
  • Technology challenges being faced today
  • Types of high bandwidth and/or data-intensive applications being used
  • Cable offerings such as network connectivity, video, voice, Wi-Fi
  • New area/initiatives for the future
 
MSO member companies can click here to access key take-aways from the CTAM CHIME Online CIO Focus Group.
 
 

Growth Drivers for Cable’s Business Services 

 
 
CHIME Online CIO Focus Groups 
CTAM HIMSS Healthcare Survey 2015
Measuring the impact of continued marketing efforts to the broader hospital marketplace and the impact of the campaigns to increase attention for Cable’s commercial capabilities with the healthcare C-level decision-makers.

View full study results here.
 
 

 
  

An industry initiative, led by CTAM, to emphasize cable’s capabilities for providing superior service, and crafting custom solutions that benefit U.S. businesses.


 
 

Please feel free to contact research@ctam.com with any questions.

 
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