Selling advertising in a virtual world

How can you stay ahead of the competition in a virtual environment?


What we did

Delivered Business Storytelling Workshops to both US and EMEA sales teams, culminating in individual pitches to camera.
Ran a Nail The Brief workshop for Editors, Strategists and Senior sellers, providing a repeatable framework to unpack briefs and generate best in class ideas.
Embedded change through follow on coaching.

Results

During an unprecedented global downturn, the WeTransfer sales team over-delivered against their commercial objectives, and also reported a lift in performance and confidence.

Situation

An advertising platform like no other, WeTransfer provides the only full-screen advertising canvas in the digital world, and has established itself as a leading marketing destination for the global creative digital community. So it’s no wonder the world’s leading advertisers have followed.

When the Covid pandemic presented the challenges of selling effectively in the virtual world and adapting to a risk averse market with budgetary constraints, WeTransfer wanted to equip its sales and brand partnerships team with a repeatable and consistent approach to responding to and winning briefs.

Action

True & North provided a practical framework to create and deliver authentic, on-brand and value-driven pitches that worked especially well in the virtual world.

Every member of WeTransfer’s global sales team took part in a series of our Business Storytelling Workshops, culminating in filmed and peer review pitches.

We also provided a select group of the commercial and editorial team with our Nail the Brief Framework . During a series of virtual workshops, teams worked on live content briefs as they learnt new techniques to unpack briefs to a clear challenge, and develop related insights before generating and selecting game-changing ideas and activations.

True and North delivered a tailored programme of workshops that strengthened our pitches and fostered greater cohesion within a distributed global team. The sessions contributed to us outperforming the market and continue to add value many months later.

Dan Gee

Head of EMEA, Sales and Brand Partnerships, WeTransfer
Working with True & North was of huge value to our editorial team. It strengthened the team’s understanding of client perspectives and needs, and also allowed us to tackle briefs in a way that minimised marketing jargon and pinpointed the human aspect at the core. We have adapted our way of working due to these learnings and will continue to use these methods in the future.

Holly Fraser

Editor-in-chief, WePresent


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