Tracey Fanelli, Senior Vice President, Marketing and Communications, Wells Fargo

1. 1

2. 2

3. 3

4. We need to be customer-focused!
4

5. Lesson #1
Look deeper than the initial request
5

6. How we started
§ Started small with one topic area
§ Pilot training
§ Tailor materials
§ Train again
§ Message again
6

7. Lesson #2
Test, refine and test again
7

8. Lesson #3
Find your advocates
8

9. Launch
9

10. Be ready!
10

11. Lesson # 4
Money talks
11

12. Why should marketers care?
12

13. 57%
13

14. Customers’ progress through the purchase
decision before engaging sales
Customers are choosing to
delay commercial
conversations with suppliers
57%
complete
Customer due Customer’s first serious
diligence begins engagement with sales Purchase
Source: 2011 Corporate Executive Board Customer
Purchase Research Survey; CEB Research (n=1399)
14

15. 15

16. Lesson #4
Marketing owns the message
16

17. "…the goal of collaboration is not
collaboration, it’s better
results!”
− Morten Hansen, management
professor at University of
California, Berkeley and at
INSEAD, France
17

18. 18