Industry: Digital Marketing Technology

Revenue: Publicly Traded

Location: Seattle Washington

The client of an industry leading provider of online advertising and managing digital marketing campaigns, needed to rapidly assess its current sales processes and determine how best to make improvements to meet mission critical sales objectives.

Secondly, it needed to have a clearly defined set of value propositions that would help form the basis for effective marketing and sales efforts. Lastly, a scalable sales process needed to be implemented to build for future growth opportunities.

The Business Situation
Market shifts, primarily due to internet growth, caused a rise in opportunities. The client is part of a larger publicly traded marketing leading on-line advertiser. Sales were predominately driven by one East coast and one West coast sales leader among a team of fifteen. Neither had a sales process that could be replicate, and revenues were at significant risk should either sales professional leave the firm. Strategic team members were added to the sales organization, yet there was no process in place that could be replicated and scaled to seize & capture market share. In addition, the market perception given from the product development, sales, and marketing teams varied greatly without a unified message.

The OneAccord Solution
OneAccord delivered our Revenue Review services that assess an organization’s strategy, structure, process, tools, people, and culture as it relates to revenue generation. Specifically, OneAccord examined our client’s direct sales channel along with its extensive account management team and developed a list of findings and recommendations for improving revenue generation at our client company. OneAccord presented the findings and recommendations, along with a clear action plan for results, to our client company in the form of a comprehensive analysis document.

OneAccord also conducted a series of value proposition workshops and talked with sales and marketing personnel to develop a detailed list of product and services value propositions. OneAccord documented these in a Field Guide to be made available to staff for use in training and in-the-field sales.

Engagement Highlights
• Rapid and effective assessment of revenue generation
• Repeatable sales process developed to meet ever-increasing opportunities.
• Sales Training system to train and develop new sales team
• Clear value propositions

Results
OneAccord was able to discover areas where significant improvement could be made in our client company sales process and proposed solutions that would reduce the sales process time, quicken contract negotiation, and create greater synergy between outside sales staff and inside account management teams. In addition, we uncovered areas where sales skills training could add significant value to the organization. When implemented, these suggestions improved direct sales, making our client less reliant of a few “personalities” in its sales process, and provided greater opportunities for increased market share and revenue generation.

The OneAccord Partner continued the engagement with the client company in a Senior Executive leadership role.