Selling advertising in a virtual world

Ensuring a cohesive approach across distributed global teams

Situation

WeTransfer is a global creative icon, but its sales teams faced a perception barrier. In a high-speed digital market, they were often viewed as a utility for moving files rather than a high-impact advertising destination. To grow, they needed to move beyond selling space and start selling the creative experience. This required a new level of confidence, especially when building these relationships through a screen.

Solution

True & North provided a practical framework to help WeTransfer’s teams tell their story and articulate their unique value to clients in a compelling way. This was delivered through a two-tiered approach focused on high-stakes communication in a remote-first world:
1.
Business Storytelling: Every member of WeTransfer’s global sales team took part in a series of our Business Storytelling Workshops. These sessions moved beyond theory, focusing on building authentic, on-brand, and value-driven pitches that resonate in a virtual environment. The programme culminated in filmed, peer-reviewed pitches, allowing every team member to refine exactly how they show up on screen.
2.
Nail the Brief: To bridge the gap between commercial goals and creative execution, we provided a select group of the commercial and editorial teams with our ‘Nail the Brief’ workshop. Working on live content briefs, teams applied new techniques to unpack complex requirements and unearth deep insights, paving the way for the kind of game-changing activations that define a premium media partner.

The results

Stronger Brief Responses

“Working with True & North strengthened our understanding of client’s perspectives and needs, and allowed us to tackle briefs in a way that minimised marketing jargon and pinpointed the human aspect at the core.”

Outperformed the Market

“The sessions contributed to us outperforming the market and continued to add value many months later.”

Dan Gee
Head of EMEA, Sales and Brand Partnerships, WeTransfer

Over-delivered on Commercial Objectives

During an unprecedented global downturn, the WeTransfer sales team over-delivered against their commercial objectives.

Performance and Confidence

During an unprecedented global downturn, the WeTransfer sales team reported a lift in performance and confidence.

True and North delivered a tailored programme of workshops that strengthened our pitches and fostered greater cohesion within a distributed global team. The sessions contributed to us outperforming the market and continue to add value many months later.

Head of EMEA, Sales and Brand Partnerships, WeTransfer

publicis groupe inverted

Other relevant case studies

CAPTIFY, Delivering a Value-Selling Transformation

CAPTIFY, Delivering a Value-Selling Transformation

BBC, Scaling global collaboration to increase brief win rates

BBC, Scaling global collaboration to increase brief win rates

SENSAT, Sales transformation at a leading AI SaaS platform

SENSAT, Sales transformation at a leading AI SaaS platform

True and North
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