Situation
Since 2019, Meta has been on a journey to transform how its Client Partners engage with the world’s most sophisticated brands and agencies. Recognising that the digital landscape was becoming increasingly complex, Meta’s Sales Enablement team identified a need to move beyond transactional product conversations.
The goal was to equip Client Partners with a practical toolkit to understand their clients’ worlds at a deeper level, allowing them to lead with empathy and strategic rigor.
Solution
What began as an initial programme in the EMEA region in 2019 has evolved into a multi-year partnership. Over more than half a decade, the Client-centred Thinking framework has been iterated and scaled to meet the specific needs of diverse regions and specialised internal communities, such as LATAM, Women@Facebook and the Meta Mid-Market Sales teams.
Meta’s client-facing team loves Client-centred Thinking so much, that they now share it with their key agency partners-incl. Publicis, Dentsu IPG and Omnicom- as part of the global Meta Select programme. In a testament to the internal success of the programme, Meta’s client-facing team also shared these client-centric tools with their most important agency partners – including Publicis, Dentsu, IPG, and Omnicom – as a core component of the global Meta Select initiative.
The results
Simplifying Complex Advertising Products
“We learnt how to see some of our more complex products, like conversions-API, from the perspective of the customer. This unlocked powerful questions and a plan for a conversation they’d want to have.”
Client Partner
Meta
Engaging a Senior Sales Audience
“True & North’s workshops are unlike any other. The pragmatic learning opportunities they provide address a range of learners, uniquely also supporting a more senior sales profile.”
Head of Business Sales Learning & Enablement
Meta
Actionable Outputs
“This was more actionable than other Meta training. We brought together theory and practice and we collaborated. I learnt to slow down to reposition myself and our solutions around the client personally and around their problem”
Client Partner
Meta
From Service Providers to Consultative Partners
The Client-centred Thinking workshop has helped 100s of Meta’s global client facing teams elevate the conversations they have with their brands and agencies
Head of Industry META
