How Marketing & Sales Contribute to Digital Transformation at CenturyLink


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For years Marketing and Sales have been complementary but isolated departments. There was no reason for them to function in any other way. But the world has changed – business has changed. With the rapid evolution of digital technology, business cycles are more complex and buyers are more sophisticated. Organizations who thrive in the world of digitally engaged customers are those that adapt to the buyer’s behavior by marketing, selling, supporting and delivering a great customer experience leveraging digital engagement.

Chris Sikora is Vice President of Marketing for Strategic Enterprise and The Public Sector at CenturyLink. Chris has more than three decades of sales experience in the telecommunications industry. His background in sales uniquely equips him to help with the digital transformation journey the company is making – and it’s not a small undertaking for CenturyLink with 55,000 employees. He’s been working diligently to equip his marketing and sales teams at CenturyLink to use digital tools to be effective at reach, engagement, and building sales pipeline.

CenturyLink is a global telecommunications company and provider of technology solutions with IT, hosting, managed services, connectivity, cloud and security solutions for global enterprise customers. The company has customers in more than 60 countries and has an intense focus on the customer experience. Listen to hear how Chris is equipping his marketing and sales teams to embrace digital tools to reach and engage their customer – and the results they are experiencing.

Learn how #marketing & #sales contribute to #digital transformation at @CenturyLink. Join @BernieBorges, #CMO of Vengreso and Chris Sikora of CenturyLink on this episode of @MMEnginePodcast. 🎧 Listen! #MMEShow #Zubtitlethat @ZubtitlesClick To Tweet

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When The Marketing & Sales Gears Turn In Isolation, We Have A Problem

When Chris took on his current role at CenturyLink, the structure of the business was very traditional. The marketing department did its thing and the sales department did its thing. Chris had spent enough time in a modern sales environment to know that had to change. The reason is that the modern B2B buyer is more educated about products and services they need, so marketing and sales need to work in tandem more than ever to gain the customer’s attention, earn their trust and keep it.

Listen to this episode to hear how Chris is leading the way as the CenturyLink team has changed its approach to both marketing and sales with a digital first mindset and strategy. The integration of social media, LinkedIn, social selling best practices, digital advertising and more are enabling salespeople at CenturyLink to be digital first and produce impressive results (see below).

Sellers Need To Be Teachers And Guides To Customers

The buyers that are considering the products or services you sell know almost as much about them as you do – from internet searches, from your company website, from reviews, blogs, downloadable content, comments from peers, and from friends or associates who may have used your product or service. They don’t need you to “sell” them, they need you to listen and to field their specific questions relating to their needs.

Chris says that one of his biggest goals in leading digital transformation at CenturyLink is to help sellers become teachers and guides to buyers. Sellers have to understand their buyer’s journey and learn to provide resources they need in order to make buying decisions. On this episode, Chris explains the impact of social selling training his teams received from Vengreso to make them more effective at buyer engagement and through a digital first approach.

#Sellers need to be teachers and guides to #customers. Learn how to train your team. Join @BernieBorges, #CMO of Vengreso and Chris Sikora of @CenturyLink on this episode of @MMEnginePodcast. 🎧 Listen! #MMEShow #Zubtitlethat @ZubtitlesClick To Tweet

Do You Know How To Address Customer Problems From A “Digital First” Mindset?

A “digital first” approach to marketing and selling means many things. But primarily it’s about utilizing digital tools and online platforms to engage in a helpful way with the people who are potentially looking to buy your product or service. One of the things Chris’ team learned is the value of well-written profiles on LinkedIn, Twitter, and other digital platforms. The training taught them how to use those platforms to build their personal brands as representatives of the company. This powerful strategy opened the door to greater effectiveness as a sales team. Listen to this episode to hear how Chris’ team is doing it.

RESULT: 83% More Digital Engagement By The Marketing & Sales Teams

As Chris’ team at CenturyLink was trained to work more effectively in the digital realm, they adopted the mindset needed to make an impact. They understand from their own lives as consumers how digital is changing the way people buy – including business customers – and how those changes in buyer behavior apply to reaching and engaging CenturyLink enterprise customers.

Their change in approach has enabled them to connect with prospects and buyers more effectively. Chris shared statistics measured since the Vengreso social selling training was delivered. They’ve experienced a 42% increase in the use of tools among their team, a 50% increase in reach, and an 83% increase in digital engagement. Their approach has changed from random acts of social selling to a regular cadence of digital engagement. And, it’s having an impact on business results.


Image Source: CenturyLink Business

Learn more about how the team at CenturyLink is experiencing digital transformation internally while helping their own customers on their digital transformation journey. On this episode, Chris Sikora explains how their digital first mindset is enabling the marketing and sales team to deliver a great customer experience from prospect to closed-won and beyond.

Discover how CenturyLink achieved 83% more #digital engagement by the #marketing & #sales teams. Join @BernieBorges, #CMO of Vengreso & Chris Sikora of @CenturyLink on this episode of @MMEnginePodcast. 🎧 Listen! #Zubtitlethat @ZubtitlesClick To Tweet

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When the #marketing & #sales gears turn in isolation, you have a problem. Join @BernieBorges, #CMO of Vengreso and Chris Sikora of @CenturyLink on this episode of @MMEnginePodcast. 🎧 Listen! #MMEShow #Zubtitlethat @ZubtitlesClick To Tweet
Do you know how to address #customer problems from a “digital first” mindset? Join @BernieBorges, #CMO of Vengreso and Chris Sikora of @CenturyLink on this episode of @MMEnginePodcast. 🎧 Listen! #MMEShow #Zubtitlethat @ZubtitlesClick To Tweet

10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”

  1. My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.

  2. There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.

  3. I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).

  4. People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!

  5. Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?

    B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer

    Or can you add more keyword phrases than this?

  6. All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
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