Navigating sales transformation in times of change

International News Network Euronews was in a state of rapid evolution. With the launch of specialised verticals and a dedicated events division, their commercial offering had been radically transformed.

This created a significant challenge. The global sales team of 60 needed to move beyond their legacy narrative to master a broader, more complex suite of products.

While core consultative behaviours from previous True & North partnerships remained, the team needed a unified way to tell the new Euronews story. As a result, their goal was to bridge the gap between internal messages and external needs, ensuring every proposal reflected the brand’s new era.

Working with senior Euronews stakeholders, True & North delivered a two-day sales simulator where teams competed to deliver the perfect pitch in response to real client briefs.

The team learned a step-by-step framework to move beyond slide-sharing and toward insight-led proposals, underpinned by our Nail the Brief methodology.

To ensure the new thinking translated into confidence, this was followed by Pitch Practice coaching. Every participant recorded themselves delivering their refined Euronews story. These videos were then audited by our specialists, who provided individual feedback. This coaching loop ensured that the New Euronews story wasn’t just understood, but it was also delivered authentically and confidently by every team member.