{"id":151407,"date":"2025-10-13T12:38:30","date_gmt":"2025-10-13T12:38:30","guid":{"rendered":"https:\/\/www.mauriziolacava.com\/?post_type=projects&p=151407"},"modified":"2025-10-13T15:11:29","modified_gmt":"2025-10-13T15:11:29","slug":"sales-storytelling-ai-workshop-pmi","status":"publish","type":"projects","link":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/","title":{"rendered":"Philip Morris International"},"content":{"rendered":"\n
\n
<\/div><\/div>

Storytelling and Artificial Intelligence for a 2.0 Sales Force:<\/p><\/div><\/div>\n\n\n\n

How PMI\u2019s Sales Team enhanced its communication impact through an audience-centric approach, the power of storytelling and AI support<\/h1><\/div>\n\n\n\n
<\/div>\n<\/div>\n\n\n\n
\n
\n
\n
\n
\"\"<\/figure><\/div>\n<\/div>\n\n\n\n
\n
<\/div>

Philip Morris International partnered with MLC Presentation Design Consulting to design and deliver an experiential workshop for its Sales leadership team.

The custom-designed workshop combined MLC\u2019s signature methodologies, from storytelling to data presentation, and took place over two highly interactive days, featuring real business cases and hands-on use of the Lean Presentation Strategy Canvas.<\/p><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n\n\n\n
\n
\n
\"\"<\/div>
<\/div>

cLIENT BACKGROUND<\/p><\/div><\/div>\n\n\n\n

<\/div>

Philip Morris International (PMI)<\/strong> is one of the world\u2019s leading tobacco and nicotine companies, currently undergoing a profound transformation toward a smoke-free future<\/strong>.
In recent years, the company has invested significantly in innovation, technology and people development<\/strong>, aiming to build a modern, agile and change-driven organization<\/strong>.

Within this transformation journey, the Learning & Development<\/strong> function plays a key role in driving skills growth<\/strong> and promoting new ways of communicating and collaborating<\/strong> across the organization.<\/p><\/div><\/div>\n<\/div>\n\n\n\n

<\/div>\n\n\n\n
\n
\"\"<\/div>
<\/div>

cHALLENGE<\/p><\/div><\/div>\n\n\n\n

<\/div>

The main challenge was to transfer a structured and effective methodology<\/strong> through a live training experience<\/strong>, while keeping engagement levels high and ensuring immediate, measurable results<\/strong>. The objective was to demonstrate through real examples and hands-on practice how storytelling can radically change<\/strong> how the Sales team\u2019s work is perceived and valued within the organization.

This required a paradigm shift<\/strong> from traditional corporate communication toward a truly audience-centric mindset<\/strong>. An additional opportunity lay in introducing artificial intelligence<\/strong> not as a passing trend, but as a practical and concrete tool<\/strong> capable of supporting communication design.

All this took place in a dynamic, fast-paced environment<\/strong>, with an audience that was highly motivated to learn but also managing tight schedules.<\/p><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\"\"<\/div>

EXECUTIVE SUMMARY<\/h4><\/div>


MLC Consulting designed a strategic workshop for Philip Morris International, helping the Sales team enhance its storytelling and communication capabilities. Over two days, through storytelling, prompting, and audience-centric techniques, the team achieved a tangible mindset shift with immediate practical results.<\/p><\/div><\/div>\n\n\n\n

\"\"<\/div>

Challenge<\/h4><\/div>


To improve corporate presentation and communication skills by moving beyond traditional approaches and introducing more innovative, engaging methods.<\/p><\/div><\/div>\n\n\n\n

\"\"<\/div>

Solution<\/h4><\/div>


Using the Lean Presentation Strategy Canvas and generative AI, participants explored new ways of storytelling and brainstorming within a collaborative, strategic learning environment.<\/p><\/div><\/div>\n\n\n\n

\"\"<\/div>

RESULT<\/h4><\/div>


The workshop strengthened participants\u2019 communication and presentation skills, fostering a more effective, innovative and audience-focused approach with tools they could apply right away.<\/p><\/div><\/div>\n\n\n\n

\"\"<\/div>

SERVICES<\/h4><\/div>


#Corporate Training
#Storytelling
#Lean Presentation
#Artificial Intelligence
#Communication Skills
#Presentation Skills<\/p><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n\n\n\n
\n
<\/div>\n\n\n\n
\"\"<\/div>
<\/div>

SOLUTION<\/p><\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
\n
<\/div>

A tailor-made, immersive, and strategic workshop<\/strong> designed by the MLC team<\/strong>.

We integrated storytelling techniques<\/strong> into real corporate contexts, supported by in-depth audience analysis<\/strong> and the identification of key objections<\/strong>, using our Lean Presentation Strategy Canvas<\/strong>.

Through the use of Artificial Intelligence<\/strong>, we explored Prompting Strategy<\/strong> and the potential of generative AI<\/strong> to enhance brainstorming and narrative prototyping phases.

Finally, participants worked on real-life cases<\/strong>, applying the newly acquired techniques to their own presentations and receiving immediate, personalized feedback<\/strong>.<\/p><\/div><\/div>\n\n\n\n

<\/div>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n
<\/div>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n
<\/div>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n
<\/div>\n<\/div>\n\n\n\n
\n
\"\"<\/div>

\u200bThe MLC Approach<\/h3><\/div><\/div>


MLC\u2019s approach combined a structured, replicable methodology<\/strong> with a human and accessible touch<\/strong>. Each phase was designed around the real needs of the sales force<\/strong>, keeping participants at the center of the process.

Storytelling was treated not as a creative exercise but as a strategic lever<\/strong> to communicate the value of the team\u2019s work upwards in the organization<\/strong> with clarity and impact.

As an added value, we also introduced our MLC PowerPoint Add-in<\/strong>, demonstrating how efficiency and effectiveness<\/strong> can go hand in hand.<\/p><\/div><\/div>\n\n\n\n

<\/div>\n\n\n\n
\"\"<\/div>

\u200bThe insight<\/h3><\/div><\/div>


The real breakthrough came from changing perspective<\/strong>: starting not from PowerPoint, but from people.

First came paper, post-its and thought, then digitization and the use of AI tools<\/strong> to enhance, not replace<\/strong>, the human side of creativity.

We showed that a solid storyboard<\/strong>, built on our Canvas framework<\/strong>, is the true heart of any effective presentation. Without a clear and compelling narrative, no slide deck can work miracles.<\/p><\/div><\/div>\n\n\n\n

<\/div>\n\n\n\n
\"\"<\/div>

\u200bThe Process<\/h3><\/div><\/div>


The MLC team worked closely with PMI\u2019s Learning & Development<\/strong> department to analyze the context, customize the content, and create real, high-impact exercises<\/strong>.

During the workshop, participants worked in small groups on real cases, using the Lean Presentation Canvas<\/strong> and digital tools.

They received direct feedback<\/strong> on strategic presentations (budget, training, sales) and generated new ideas and stories to apply immediately<\/strong> in their daily work.<\/p><\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

<\/div>\n\n\n\n
\n
\"\"<\/div>
<\/div>

RESULTS<\/p><\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
<\/div>

Engagement levels were extremely high with active participation, insightful questions and meaningful reflection throughout both days.
A clear mindset shift<\/strong> emerged: managers began designing presentations starting from their audience\u2019s needs<\/strong>, rather than their own content.<\/p><\/div><\/div>\n<\/div>\n\n\n\n

\n
\"\"<\/figure><\/div>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n
\n
\"\"<\/div>
<\/div>

CONCLUSION<\/p><\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
<\/div>

The project with PMI\u2019s Sales team demonstrated how a structured yet experiential approach<\/strong> can generate immediate and lasting impact<\/strong>.
The workshop went beyond communication techniques, triggering a true change in perspective<\/strong>.

This initiative marked the beginning of a broader collaboration<\/strong>, opening new opportunities for learning and development within the organization.
Today, PMI\u2019s Sales force is more aware, confident and effective<\/strong> in communicating the value of its work, ready to share stories that drive engagement and transformation.<\/p><\/div><\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n
\n
<\/div>\n\n\n\n
<\/div>

CLIENT FEEDBACK<\/p><\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
\n
<\/div>

\u201cThe training was extremely concrete and engaging. Participants appreciated the methodology and immediately began applying it. We\u2019ve received very positive feedback. Congratulations to the MLC team.\u201d<\/p><\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

<\/div>\n\n\n\n
\n
\n
\"\"<\/div>
<\/div>

PROJECT OWNER<\/p><\/div><\/div>\n\n\n\n

<\/div><\/div>

Matteo \u2013 Jr Training Project Manager<\/strong>

Reach out to me for a presentation training solution to spread a culture of lean presentation design and data storytelling in your organization.
Boost the effectiveness of business presentations and double the productivity, saving a significant amount of time. <\/p><\/div><\/div>\n\n\n\n

\n
Contact Us<\/a><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
<\/div>\n\n\n\n
\n
\"\"<\/div>
<\/div>

SIMILAR SUCCESS STORIES<\/p><\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
\"\"<\/a><\/figure>\n\n\n\n
<\/div>

Corporate Template Training<\/p><\/div><\/div>\n\n\n\n

\"\"<\/a><\/figure>\n<\/div>\n\n\n\n
\n
\"\"<\/a><\/figure>\n\n\n\n
<\/div>

Storytelling Workshop<\/p><\/div><\/div>\n\n\n\n

\"\"<\/a><\/figure>\n<\/div>\n\n\n\n
\n
\"\"<\/a><\/figure>\n\n\n\n
<\/div>

Strategic Presentation Training<\/p><\/div><\/div>\n\n\n\n

\"\"<\/a><\/figure>\n<\/div>\n\n\n\n
\n
\"\"<\/a><\/figure>\n\n\n\n
<\/div>

Elevating Luxury Brand Communication<\/p><\/div><\/div>\n\n\n\n

\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n
\n
\n
Check all our Success Stories<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n
\n

RESOURCES & METHODOLOGIES<\/h3><\/div><\/div><\/div>\n<\/div>\n\n\n\n
\n
\n
<\/div>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n
<\/div>

Lean Presentation Strategy Canvas<\/p><\/div><\/div>\n\n\n\n

<\/div>

The Lean Presentation Strategy Canvas allows you to control every aspect of your presentation and its communication structure.<\/p><\/div><\/div>\n\n\n\n

\n
Download<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n
\n
\"\"<\/figure><\/div>\n\n\n\n
<\/div>

MLC PowerPoint Add-in<\/p><\/div><\/div>\n\n\n\n

<\/div>

MLC Add-in \u2014 your solution to automate recurring and time-consuming tasks, elevating efficiency in presentations.<\/p><\/div><\/div>\n\n\n\n

\n
Learn more<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n
\n
\"\"<\/figure><\/div>\n\n\n\n
<\/div>

MLC Presentation Design Trainings<\/p><\/div><\/div>\n\n\n\n

<\/div>

Leverage our decade of global expertise to craft presentations that deliver results.

<\/p><\/div><\/div>\n\n\n\n

\n
See more<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n
\n
\n
Contact Us<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
<\/div>\n","protected":false},"excerpt":{"rendered":"

How PMI\u2019s Sales Team enhanced its communication impact through an audience-centric approach, the power of storytelling and AI support<\/p>\n","protected":false},"featured_media":151415,"menu_order":0,"template":"no-elementor-template.php","class_list":["post-151407","projects","type-projects","status-publish","has-post-thumbnail","entry"],"acf":[],"yoast_head":"\nPhilip Morris International - MLC Presentation Design Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Philip Morris International\" \/>\n<meta property=\"og:description\" content=\"How PMI\u2019s Sales Team enhanced its communication impact through an audience-centric approach, the power of storytelling and AI support\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/\" \/>\n<meta property=\"og:site_name\" content=\"MLC Presentation Design Consulting\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leanpresentationdesign\/\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-13T15:11:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@maurizio_lacava\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"11 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Philip Morris International - MLC Presentation Design Consulting","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/","og_locale":"en_US","og_type":"article","og_title":"Philip Morris International","og_description":"How PMI\u2019s Sales Team enhanced its communication impact through an audience-centric approach, the power of storytelling and AI support","og_url":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/","og_site_name":"MLC Presentation Design Consulting","article_publisher":"https:\/\/www.facebook.com\/leanpresentationdesign\/","article_modified_time":"2025-10-13T15:11:29+00:00","og_image":[{"width":800,"height":450,"url":"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp","type":"image\/webp"}],"twitter_card":"summary_large_image","twitter_site":"@maurizio_lacava","twitter_misc":{"Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/","url":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/","name":"Philip Morris International - MLC Presentation Design Consulting","isPartOf":{"@id":"https:\/\/www.mauriziolacava.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/#primaryimage"},"image":{"@id":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/#primaryimage"},"thumbnailUrl":"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp","datePublished":"2025-10-13T12:38:30+00:00","dateModified":"2025-10-13T15:11:29+00:00","breadcrumb":{"@id":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/#primaryimage","url":"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp","contentUrl":"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp","width":800,"height":450},{"@type":"BreadcrumbList","@id":"https:\/\/www.mauriziolacava.com\/en\/projects\/sales-storytelling-ai-workshop-pmi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mauriziolacava.com\/en\/"},{"@type":"ListItem","position":2,"name":"Philip Morris International"}]},{"@type":"WebSite","@id":"https:\/\/www.mauriziolacava.com\/en\/#website","url":"https:\/\/www.mauriziolacava.com\/en\/","name":"MLC Presentation Design Consulting","description":"Lean Presentation Design services","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.mauriziolacava.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"uagb_featured_image_src":{"full":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp",800,450,false],"thumbnail":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover-150x150.webp",150,150,true],"medium":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover-300x169.webp",300,169,true],"medium_large":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover-768x432.webp",768,432,true],"large":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp",800,450,false],"1536x1536":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp",800,450,false],"2048x2048":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover.webp",800,450,false],"blog_sidebar_thumb":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover-180x60.webp",180,60,true],"blog_sidebar_thumb_big":["https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2025\/10\/CASE-STUDY-Philip-Morris_Cover-180x135.webp",180,135,true]},"uagb_author_info":{"display_name":"Anna Magmel","author_link":"https:\/\/www.mauriziolacava.com\/en\/author\/"},"uagb_comment_info":0,"uagb_excerpt":"How PMI\u2019s Sales Team enhanced its communication impact through an audience-centric approach, the power of storytelling and AI support","_links":{"self":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/projects\/151407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/projects"}],"about":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/types\/projects"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/media\/151415"}],"wp:attachment":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/media?parent=151407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}