How 3 Broadband Providers Are Succeeding by Aligning Sales and Marketing

Successful broadband service providers (BSPs) know that aligning sales and marketing isn’t just about driving revenue—it’s a key differentiator in delivering an exceptional subscriber experience. When teams collaborate around a shared understanding of subscriber needs, they can personalize interactions, anticipate expectations, and build stronger relationships.

By fostering a sales-oriented culture and leveraging data-driven insights, BSPs ensure every subscriber-facing employee can confidently communicate (and sell) new value propositions. The result is faster time to market, better engagement, higher average revenue per user (ARPU), and greater subscriber satisfaction.

Here’s how three BSPs are putting this strategy into action.

Kinetic Business transformed the small business connectivity experience, launching SmartBiz™ across 18 states in just six months—a process that typically takes years. With expert guidance from Calix Success and the Smart Start for SmartBiz program, they aligned sales and marketing, fast-tracked deployment, and ensured a seamless rollout. A strategic SmartBiz trial, targeted training, and customized sales enablement materials empowered their teams to drive adoption from day one. Now, Kinetic small business customers have access to reliable Wi-Fi, advanced network management, robust security, and 24/7 local support—all in a single, powerful solution.
Highline aligned sales and marketing to deliver impressive results—boosting ARPU by 15 percent and achieving Net Promoter Scores (NPS®) in the 90s. Using Calix Engagement Cloud, they identified key subscriber segments—gamers, streamers, and remote workers—across six states and developed SmartHome™ managed service bundles tailored to each group’s unique needs. With these offerings in place, their marketing team delivered personalized offers and targeted messaging, ensuring the right services reached the right subscribers. Backed by Calix Success, Highline refined its strategy, increased conversions, and elevated the subscriber experience, all while driving revenue growth.
Jade Communications has turned every employee into a brand ambassador—creating amazing subscriber experiences and contributing to 27 percent year-on-year growth and reduced churn. Equipped with real-time subscriber insights through Calix Cloud, Jade customer service representatives (CSRs) went from an untapped resource to a powerful sales engine. Now these frontline employees proactively engage with customers and introduce relevant services while resolving issues efficiently. Smart BSPs like Jade are making a cultural shift—mobilizing their entire workforce as a sales and marketing asset to meet subscriber needs while creating revenue-generating, market-differentiating opportunities.

Let’s Build Your Future—Together

Sales and marketing alignment isn’t just a best practice; it’s a growth accelerator. Using data as your guide, sales and marketing can work in lockstep to lead your BSP organization to improve subscriber engagement and differentiate on outstanding broadband experiences.

Discover how Calix can help align your organization as part of your GTM transformation strategy. Schedule a consult today.