Why Aligning Marketing and Sales Will Help You Deliver Better Subscriber Experiences

Is offering “blazing fast speeds” your edge? That advantage fades quickly when everyone offers fast speeds at low prices. Growing competition and service commoditization are powerful forces that every broadband service provider (BSP) must face today. To win—and retain—loyal subscribers, broadband service providers (BSPs) must shift from delivering basic connectivity to providing exceptional, personalized experiences. That shift starts with aligning your sales and marketing teams.
 

When go-to-market (GTM) teams operate in sync, BSPs launch faster, grow average revenue per user (ARPU), and build stronger subscriber relationships. That’s why we’re evolving this newsletter into the Marketing and Sales Beacon—your resource for strategies and success stories that will help you become a Broadband Experience Provider (BXP).

Real-World Success: How BSPs Are Aligning for Impact

By focusing on subscriber needs and working cross-functionally, you can launch faster, build stronger relationships, and unlock new revenue opportunities. In this issue, we highlight BSPs that are aligning their marketing and sales around the subscriber experience to drive measurable results:

• Smithville used subscriber insights to refine their GTM strategy to fold in SmartLife solutions, reducing churn by more than 10 percent, and boosting Net Promoter Score℠ (NPS®) by nearly 19 percent. Their data-driven approach also blocked more than 86,000 threats in one month with ProtectIQ®.
  
  
• Kinetic Business, Highline, and Jade demonstrate the power of GTM alignment. Kinetic launched SmartBiz in 18 states in six months. Highline grew ARPU by 15 percent and achieved NPS in the 90s by segmenting audiences for SmartHome™ bundles. Jade empowered frontline staff as brand ambassadors—driving 27 percent year-over-year growth.
  
  
• SCTelcom embraced a cultural shift. Marketing and sales worked in lockstep to launch SmartBiz with take rates up to 100 percent and ARPU increases as high as 80 percent. Community-tailored offerings like SmartHome and SmartTown helped elevate their brand across all segments.
  
   

Your Roadmap to Alignment: 3 Ways To Accelerate Your Transition to BXP

Strengthening the relationship between marketing and sales presents an opportunity to elevate your brand, foster deeper subscriber connections, and differentiate yourself in a crowded market. To support this shift, here are three things you can do right now to accelerate your transition from BSP to BXP:

1. Let data lead your GTM strategy. Subscriber insights help you personalize campaigns, boost adoption, and drive loyalty.
   
   
2. Align sales and marketing. When teams share goals, messaging, and tools, they create consistent, impactful subscriber experiences.
   
   
3. Partner with Calix Success. Our experts help you scale fast with Smart Start, Market Activation, and the Broadband Platform.
   
    

Calix Can Help You Turn Alignment Into Action

From strategy to execution, Calix provides the platform, services, and expertise to help BSPs of any size scale successfully. Whether you're launching SmartBiz, refining SmartHome campaigns, or rolling out SmartTown, we’re here to support your transformation into a BXP.
 

With our Broadband Platform, integrated SmartLife managed services, and proven enablement programs, we’re helping BSPs become Broadband Experience Providers—ready to grow, retain, and lead in an increasingly competitive landscape.
 

Let us know how Calix can help you drive transformation in your business. Please email me at pam.ferguson@calix.com or connect with me on LinkedIn.
 

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.