Situation
As the agency model evolves, leading media investment company GroupM recognised that growth was no longer just about media billings or staff plans. It’s about the value of the solutions provided. In this environment defined by complex data and new technology, they believed that human connection remains the most critical factor.
In 2022, they asked us to help them solve for the following challenge: “How can we empower our people to feel comfortable and confident in sales, when sales feels ‘icky’ to them?”
Solution
To empower their teams across New York, Chicago, Atlanta, Los Angeles, and Toronto, GroupM partnered with True & North to embed Client-centred Thinking with their accounts teams. Using techniques from Human-centred Innovation, the programme helped them build an approach to sales that delivered results and felt right for their culture.
To ensure long-term impact, we designed and implemented an Ambassador programme, to coach and support senior leaders in embedding learnings and driving behaviour change within their teams..
The results
76% of learners
Strongly Agree the workshop will have a positive impact on the way they work.
“The workshop had a nice flow and built on so the learnings were cemented.” Toronto learner
Tangible & Applicable
99% of learners will use the techniques from the workshop in their work.
“I will immediately apply this to my day to day.” New York learner
Making Sales Not “Icky”
“I learned how to skip the hard sell and understand client needs.” LA learner
“Engaging, balanced, not ‘salesy’.” Toronto delegate
L&D Director MINDSHARE
