Reaches Modern Buyers by Breaking Down Silos
With Todd Hanna — Global Digital Solutions Manager
75%
Increase in content utilization
90%
Consolidation of Content Repositories with Seismic (from 10 to 1)
Challenge
Centralize customer data and improve communication across global teams.
Solution
A modern approach to sales enablement to help sellers provide a seamless customer experience.
HEADQUARTERS
Clermont-Ferrand, France
INDUSTRY
Manufacturing & CPG
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Michelin is a global leader in tire manufacturing, founded in 1889 and based in France. The company produces high-performance tires for cars, motorcycles, trucks, aircraft, and more. Known for its innovation, Michelin focuses on sustainability, developing eco-friendly products and digital mobility solutions. In addition to its tire business, Michelin publishes the Michelin Guide, renowned for rating top restaurants worldwide. Operating in over 170 countries with 125,000 employees, Michelin continues to drive advancements in transportation and mobility.
The Challenge
Michelin is one of the largest tire manufacturers in the world, renowned for its commitment to innovation and customer service. To enhance their global sales efforts and better serve the needs of modern buyers, Michelin introduced a new sales enablement strategy. Todd Hanna, Global Digital Solutions Manager for Michelin, led the initiative to unify and streamline content management and sales collaboration through their CRM program, Engage.
However, the organization struggled to align marketing and sales teams, who were working in silos, with inconsistent communication and fragmented content management. The challenge was difficult given Michelin’s ten regional operating units, each operating under different processes and systems.
Michelin needed to provide their team with a platform to break down these silos and create a unified, seamless customer experience across their globally distributed teams. This would enable Michelin to modernize its approach to sales enablement, positioning sellers to engage effectively with contemporary buyers.
“Seismic is helping our commercial sales teams become more modern. And our use of segmented offers, the process around finding the right offers, sharing the content in a more modern way.”
Todd Hanna
Global Digital Solutions Manager
The Solution
Organizing Content Effectively
Seismic allowed Michelin to consolidate its ten disparate content repositories into one centralized system, making it easier for marketing and sales teams to find and use the right content. Seismic’s platform ensured that all teams had access to the same up-to-date materials, providing consistent messaging to buyers, regardless of their region. Sales teams could easily search and retrieve content from the centralized hub, improving efficiency and ensuring they had the most relevant materials at their fingertips when engaging with buyers.
By centralizing content, Michelin’s sales teams could tailor materials to the specific needs of their buyers, offering personalized solutions to modern customers who demand relevance and value in every interaction.
Breaking Down Silos Between Sales and Marketing
Seismic helped Michelin improve collaboration between marketing and sales, two teams that had historically operated in silos. Seismic acted as a unifying platform, where marketing and sales could access the same data and content. This improved alignment and allowed both teams to collaborate effectively in serving the needs of modern buyers. With a single platform for content management and customer data, communication between Michelin’s global marketing and sales teams became more streamlined, allowing for quicker, more effective responses to customer needs.
Seismic integrated seamlessly with Michelin’s CRM, ensuring customer data, insights, and content were all available in one place. This enabled Michelin’s sellers to deliver relevant content based on real-time customer information, improving the ability to engage with buyers in a personalized and timely manner. Michelin utilized Seismic’s predictive analytics to segment customers and provide tailored offers based on buyer behavior. This data-driven approach helped sellers engage more effectively with modern buyers, offering the right content at the right time.
LiveSend and Digital Sales Rooms for Modern Buyer Engagement
Michelin leveraged Seismic’s LiveSend and Digital Sales Rooms (DSRs) to engage modern buyers in a more personalized and interactive way.
Using LiveSend, Michelin’s sellers could share personalized content with buyers in real time, receiving instant notifications when buyers opened and interacted with the content. This allowed sellers to follow up when buyers were most engaged, increasing the chances of successful conversions.
Seismic’s Digital Sales Rooms provided a personalized, centralized space where buyers could access all relevant materials. This modern approach to sales interactions allowed Michelin to offer buyers a seamless, user-friendly experience, meeting the expectations of today’s digitally savvy customers.
The Results
Modernized Sales Enablement
By using Seismic, Michelin successfully modernized its approach to sales enablement, allowing sellers to engage effectively with today’s buyers:
- 75% Increase in Content Utilization: Michelin improved content utilization by 75%, ensuring that the right materials were being used to engage with customers.
- Improved Buyer Engagement: Seismic’s LiveSend and Digital Sales Rooms helped Michelin’s sellers connect with buyers in a more interactive and personalized way, increasing engagement and satisfaction.
- Greater Sales and Marketing Alignment: By breaking down silos and improving collaboration across regions, Michelin ensured that its global and regional teams were aligned, offering a unified experience to buyers worldwide.
Seismic helped Michelin break down silos across its globally distributed teams, enabling them to deliver a modern, personalized buyer experience. By centralizing content, improving collaboration, and leveraging real-time engagement tools like LiveSend and Digital Sales Rooms, Michelin empowered its sellers to meet the demands of today’s buyers, ensuring that they were equipped with the right tools and data to succeed in an increasingly digital world. Michelin continues to drive advancements in sustainable mobility.
