Situation
A subsidiary of Sony Music, The Orchard specialises in distribution and media for independent artists and labels worldwide. In 2020, it launched the North American advertising business and more recently has set its sights on ambitious international expansion.
The sales team was already experienced and proactive in their approach, but the business recognized a critical need to transition from transactional sales to generating more, larger, long-term strategic client relationships and partnerships to achieve their growth goals.
Solution
The Orchard invited True & North to deliver a Client-Centred Thinking workshop at their L.A offsite to give the team a fresh perspective and equip them to have better, more value-driven conversations.
By taking full ownership of these new tools, the team began to prioritise deeper client research and empathy-led consultation, transforming how they approached global business development. This strategic shift was put to the test immediately, helping them secure big new clients, including two major projects from the U.S.’s largest wireless carrier, a prospect the team had been proactively pursuing for three years.
The Orchard has now cemented this more flexible, experimental mindset across the business. This move hasn’t just unlocked previously untapped revenue streams; it has instilled a profound sense of momentum and confidence, empowering the team to lead conversations that prioritise value and partnership over a simple transaction.
The results
High-Value Wins
Within just four months, the team secured two new projects and a major new client from a Tier-1 prospect that they had been pursuing for over three years.
Exceptional ROI
The revenue gains from these new partnerships far exceeded the initial investment in the training.
Elevated Sales Capability
The team reported a 20.8% increase in confidence regarding their ability to grow revenue through new services and strategic partnerships.
Eric Tjahyadi, VP Global Ad Sales & Partnerships SONY MUSIC, THE ORCHARD
