Situation
Captify, a leading search intelligence company, provides unique insights that help advertisers, agencies, and publishers make informed media and marketing decisions. The end of 3rd party cookies brought them a once-in-a-generation opportunity to become partners of choice for advertisers in this new context.
To meet this unique opportunity, Captify’s client-facing teams needed to evolve. From great customer service and transactional RFPs to engaging upstream and adding value in every client interaction. They needed to ensure that sales teams were able to consistently convey the benefits of their complex technology in a clear and compelling way.
Solution
Captify partnered with True & North to transform their commercial approach from transactional RFP responses to high-value strategic partnerships. The goal was to empower all client-facing teams – from sales and marketing to operations – to become engines for growth.
At the heart of this transformation was Client-centred Thinking – a methodology designed to put the client’s business drivers at the centre of the conversation. To ensure their proposals really stood out, True & North also provided sales teams with Nail the Brief and Business Storytelling workshops, giving them the tools needed to up their game in brief responses.
This programme drove a long-lasting mindset shift, enabling Captify teams to move from transactional to conversational relationships and become solvers for their clients
The results
Direct Revenue Impact
44% of respondents stated the methodology had a direct impact on revenue growth just three months after the workshops.
Universally Adopted
89% of the team reported applying the techniques from the workshop in their day-to-day work in follow up surveys.
Better Client Proposals
3 months after training:
- 80% felt equipped to advise clients across the full Captify portfolio
- 100% said their proposals were more ambitious, going beyond the client’s brief
- 89% stated our programme had helped them better understand clients
Higher-Stakes Conversations
67% of respondents agreed the workshop helped them engage more senior stakeholders
100% of respondents felt more confident managing meetings / calls with their senior stakeholders
Brendan Condon, former Chief Revenue Officer Captify
