Download the Full Case
Organizational Goal
TELUS is one of Canada’s leading telecommunications companies, with a growing global footprint spanning digital health, agriculture, and technology solutions. In an industry defined by rapid disruption, commoditization, and shifting customer expectations, TELUS differentiates itself by investing in its people and positioning its salesforce as trusted advisors to clients.
In an industry facing constant disruption, TELUS recognized that foundational sales skills were no longer enough. The organization aimed to elevate its highest-performing account executives to a mastery level: professionals who could lead with empathy, deeply understand their customers' industries and end customers, align internal stakeholders around complex deals, and drive cross-selling opportunities across TELUS's expanding portfolio. Ultimately, the goal was to position TELUS's salesforce as a competitive differentiator and establish mastery as a badge of excellence within the organization.
Solution
TELUS partnered with Ivey Executive Education to co-design the Sales Mastery Program, a capstone learning experience for top-performing account executives. The program journey included pre-work reflection, two in-person residencies, an intersession application period, and a final "Jedi Council" presentation to senior leaders.
Residency 1 focused on mastering empathy, customer-centric discovery, negotiation simulations, and leadership self-awareness. During the intersession, participants applied their learning to live accounts and mentored colleagues. Residency 2 shifted to digital disruption, strategic account planning, AI-enabled tools, and enterprise adoption strategies.
The program concluded with participants presenting their reflections and demonstrated impact to TELUS leadership, embedding accountability and reinforcing knowledge transfer across the organization.
Impact
The program’s impact is evident in both self-reported outcomes and organizational performance.
In a 6 month post-program evaluation:
Result |
Data Point |
Voice of the Business |
| Skill Application | 96% of participants report applying what they learned | “After the program, I adjusted my territory to focus more deeply on fewer accounts. It helped me be more strategic day-to-day.” — Participant |
| Collaboration and Networking | 95%+ agree they now collaborate more effectively across teams | “Since Mastery, I’ve stayed in touch with my peers and broadened my network for knowledge-sharing and country-wide references in RFPs” — Participant |
| Employee Engagement | 95%+ agree they now engage customers more effectively by focusing on their key business issues | “Understanding my customers’ challenges and opportunities from their perspective resulted in more active listening and more compelling proposals.” — Ursula Stocker, Global L&D Partner |
| Digital Disruption | 95%+ agree they now engage proactively with digital disruption in their customers’ industries | “The use of the AI segment alone made me feel much more confident in my job using the Fuel IX platform. It has been a game changer in my role” — Participant |
| Performance Growth | Participants improved sales target achievement up to +42 percentage points more than non-participants. | “The ROI is unquestionable in its differentiation between a mastery-level individual versus a non-mastery individual.” — Dan Pontefract, TELUS learning leader and program co-designer. |
With mastery now embedded as a badge of excellence within the TELUS Sales Academy, the program not only strengthens TELUS’s position as a Premier Sales Organization but also demonstrates the power of investing in people to drive competitive advantage in a rapidly changing industry.
To learn more about the longstanding learning partnership between Ivey and TELUS, download the full case and enter your information to get in contact with our team.
Full Case Download
Please complete the form below to download a copy of the full case.
