Tackling the Challenge of Customised Content

The Twilio Independent Software Vendor (ISV) Sales team in the Asia-Pacific region faced a pressing challenge: they lacked adaptable, customised content for their speaking engagements across diverse markets.

Our team was tasked with creating a versatile presentation deck tailored for events throughout the year. The goal? To spotlight industry trends while focusing on two critical verticals in the communications technology resale market—telecom and technology.

Collaboration, Research and Visual Design Come Together

We began by working closely with Twilio’s subject matter experts to align on key objectives and priorities. This collaboration was followed by in-depth desktop research into telecom and technology industry trends across APAC, ensuring the content was both impactful and highly relevant.

The report produced during the research stage backed the PaperplaneCo team in creating a story around current trends, and gave the Twilio Sales team data to work with, in their own independent Sales initiatives. The desktop research report covered corporate spend in telco, consumer behaviour and trends in technology and telco, 

Drawing inspiration from the theme of construction, we developed a unique visual concept that unified the presentation. Alongside this, we crafted a cohesive narrative and talk track to elevate the impact of the deck at events. The result? A visually engaging and strategically versatile presentation that Sales teams successfully deployed across the region.

Designed for Flexibility and Thought Leadership

The deck was designed not just as a one-off tool but as a strategic complement to Twilio’s internal pitch deck, which delved deeper into specific solutions for interested prospects. Fully customisable, it features a series of slides with research tailored to multiple key APAC markets. This flexibility empowers Sales leaders and representatives to adapt the presentation to resonate with regional priorities and audiences.

“The value to person first should be crystal clear on what business problem they’re trying to solve. I’m not the kind of person that will ever be like, “Let me just see a generic demo.” That gives me no value. It has to be specific as to my specific pain points. I still have that frustration with Salesforce. They’ll come in and do these like very high level generic demos. If we’re just going to talk about somebody that makes corkscrews over in Africa, vou’re wasting my time.”

– Irina Emmerich, VP RevOps, Central Square

Inspired by a qualitative interview that we conducted for the Persona Studies project, we created a series of interactive presentations that was designed in a Choose-Your-Own-Adventure style that would jump to relevant solutions depending on the persona’s pain point.

The sales presentation followed a classic storyline that:

• Established the Setting
• Introduced a Complication
• Offered a Resolution
• Explained the Solution
• Provided the Proof

As a result, the interactive presentation significantly improved the sales team’s ability to present solutions to prospects, resulting in increased conversion rates and reduced sales cycle times. The sales team was now able to tell the Xactly story in a more personalised and engaging way, enhancing the overall customer experience.

RI&O

ICM

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