CenturyLink, Inc., is an American multinational communications company headquartered in Monroe, Louisiana (not far from the Duck Dynasty boys). It provides communications and data services to residential, business, governmental and wholesale customers. The company operates as a local exchange carrier and Internet service provider in U.S. markets and is the third-largest telecommunications company in the United States in terms of lines served, behind AT&T and Verizon.

The specific need here arose due to the acquisition and merger of the Savvis business. Once again, with a complex, high value service offering, the messages being delivered by the sales force were inconsistent and often ineffective. Whiteboard Strategies Ltd were tasked to build a Whiteboard proposition around an ideal customer conversation.