Modernizing customer engagement through digital selling
Our client, a large global manufacturer, sells a wide range of materials used in consumer products, medical devices and more. As a top-200 private U.S. business, this company had achieved a great deal of success by driving product innovation founded on scientific excellence.
Although the company’s seasoned team of field sales representatives had historically driven solid performance results, the global health crisis (COVID-19) severely impacted its access to key buyers.
The business was in urgent need of a new approach to selling and hired Prophet to modernize its digital experience and the engagement capabilities of its salesforce.
As Prophet’s team of Marketing & Sales consultants dug into the issues facing this organization, they uncovered that by taking a digital-minded approach, our client could:
- Better reach its core target audiences
- Develop content that was more engaging to its customers
- Leverage engagement data to inform offline sales interactions
- More efficiently orchestrate the sales process
To get started, our team focused on how sales and marketing could partner to improve its digital selling capability through digitally-powered content, stronger messaging effectiveness and the use of data and platforms to improve the sales experience.
Prophet delivered a compelling business case for change and proved the value of evolving its digital selling capacity against a defined set of use cases with pre-post-defined outcomes. The business case was supported by a new operating model which detailed the requirements for developing, maintaining and optimizing the proposed new digital selling capabilities. Our consultants partnered with the client’s marketing, sales and customer experience teams to roll out the new digital selling capability, including new digital tools for frontline sales teams.
Our work for this client extended beyond strategy to provide a detailed, sustainable operating model to deploy and sustain its digital selling transformation. We helped to accelerate this client’s vision, maximize its investment and ease the implementation of its new digital selling capabilities.
Following this project, this manufacturer observed a direct lift in sales, improved customer satisfaction and increased sales associate productivity.