GO Telecom: Rebooting a Brand through Sales Transformation

The case study outlines the steps taken by GO Telecom to navigate a competitive market, revitalize the brand, and strategically position itself for future growth through innovation and customer-centric practices. Putting participants in the shoes of CEO Yahya Al Mansour, the case sets the stage for a vibrant discussion on how to craft a “customer first” approach to drive growth and profitability by a combination of rebranding and digitalization, how to articulate a meaningful unique selling proposition, and how to transform sales by integrating digital technologies such as the Internet of Things and GenAI to build long-term customer relationships.

The case highlights: -The role of corporate branding to restore a company’s reputation -The importance of segmentation as a pillar of marketing, corporate and sales strategy -The role of differentiation in a context of intense competition with incumbent players that have similar value propositions -The true meaning of customer-centricity as applied to culture, tools and processes -The role of digital tools to transform sales strategy and execution