Your Playbook for Go-To-Market Success: Proven Ways Any Broadband Business Can Win

In today’s broadband market, speed and price are no longer enough to win (and keep) subscribers. Broadband service providers (BSPs) are facing the perfect storm—competing not only with each other, but with tech giants, wireless disruptors, and deep-pocketed new entrants. Surviving and thriving in this environment requires more than fast service. It demands a fundamental transformation in how BSPs go to market (GTM)— from positioning their brand to personalizing offers for every home and business. 

That’s precisely why leading BSPs are partnering with Calix to overhaul their sales and marketing strategies and redefine subscriber value, evolving themselves into broadband experience providers (BXPs). Here are three steps you can take to evolve your GTM strategy and drive long-term growth:

1. Reimagine Your Sales and Marketing Strategy by Leaning Into Data-Driven Insights

In this hyper-competitive environment, BSPs have no choice but to rethink their GTM approach. Shifting from selling speeds to selling experiences calls for radically transforming traditional sales and marketing strategies. From creating new subscriber journeys—based on data, not assumptions—to identifying untapped demand for new services, it all starts with in-depth subscriber insights.
 

At Calix Success, we often start with a zip code analysis to identify a BXP’s key subscriber segments—families, work-from-homers, streamers—to inform the development of tailored SmartLife™ service packages. We layer on top of those demographic and psychographic segments projections of service uptake and expected revenues to model financial outcomes and make the business case, demonstrating clear subscriber value, growth potential, and community impact. Mapping value-added services to these segments is clear when we follow the data. By helping BXPs better understand their subscribers, identify new opportunities, build business models, and measure return on investment (ROI), their GTM transformation is set up for success.

2. Create Your GTM Playbook by Leveraging Award-Winning Resources

Investing in the Calix Broadband Platform lays the foundation for transitioning to an experience provider.  Leveraging the full suite of Calix tools and resources, your GTM transformation will take flight—accelerating planning, execution, and time to value.

• Calix Success is your go-to strategic partner for your GTM transformation, from data and insights analysis to planning differentiated value propositions and sharing best practices—ensuring your success.
  
  
• Smart Start for Managed Services fast-tracks new service launches, helping BXPs cut time to market and costs by over 50 percent. Whether you’re deploying ProtectIQ® cybersecurity, Arlo Secure, or Calix SmartTown® community-wide Wi-Fi, Smart Start gets you there within months or even weeks.
  
  
• The Calix Market Activation program provides practical marketing tools, including the Electronic Content Builder (ECB) with customizable, agency-quality creative assets.
   

SCTelcom redefined their GTM in partnership with Calix, embracing experience-based marketing across their residential, community and business segments. Their SmartBiz™ launch exemplifies the power of creating exceptional subscriber experiences that foster loyalty and growth. Targeting underserved SMBs with a secure, scalable productivity offering, SCTelcom achieved 75 to 100 percent take rates and 30 to 80 percent ARPU growth per subscriber. With a Net Promoter Score™ (NPS®) of 79 and customer satisfaction (CSAT) ratings in the 90s, SCTelcom is proving they can solve real-world challenges for subscribers. Their transformation is building stronger subscriber relationships, building their brand, and creating new revenue streams.

3. Measure and Optimize Your GTM Strategy To Drive Long-Term Loyalty

Reimagining your GTM strategy will help you compete smarter, which is a necessity in the face of heightened competition and ever-changing subscriber expectations. Identifying key performance indicators (KPIs) and baseline measurements allows for both benchmarking and continuous improvement. Successful BXPs agree on KPIs to track from the beginning of their GTM transformation—things like market expansion, adoption rates, increased ARPU, churn, etc.—all of which have measurable outcomes. However, subscriber loyalty and Net Promoter Score is the metric that shines a light on the true effectiveness of your subscriber-first approach.
 

While the industry average NPS hovers around 16, Calix-partnered BXPs see dramatically higher scores. Calix Business Insights provides subscriber loyalty analysis to help BXPs track customer sentiment using NPS, revealing how value-based offers and service enhancements impact satisfaction and retention. In fact, those with multiple engagements with Calix Success see an average 45 percent improvement in their NPS.

Trust Calix Success With Your Future Success

With decades of broadband GTM expertise, Calix is uniquely positioned to help you navigate your transformation to Broadband Experience Provider. We combine best-in-class technology, value-added services, award-winning marketing, and industry-leading best practices to create the most effective GTM for your business. Our proven playbook, tried and tested with hundreds of BXPs, will set you on the path for long-term success.   
 

Explore how Calix Success can support your GTM transformation. Schedule a consult today.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.