While Adstream had a successful decades-long history in providing content delivery and traffic management services, leadership wanted to serve customers with a powerful, digital solution to better meet the market’s changing needs
KEY SOLUTIONS
- Sales Process + Methodology
- Differentiated Value Messaging
- Change Management
HERE IS HOW MEREO HELPED ELEVATE ADSTREAM’S SELLING AND MESSAGING TO REPOSITION THE COMPANY FROM THE INSIDE-OUT.
THE CHALLENGE
Global companies often suffer from a “we are all things to all customers” syndrome that winds up serving no one. And Adstream recognized the fragmentation from years of growth and change. Adstream leadership not only wanted to reposition the brand to uplift the digital asset management (DAM) solution offering alongside well-established content delivery and traffic management services — they also wanted to move away from a regional approach to sales and embrace a united global model centered on value selling.
Likewise, they saw value in data-based decisions. Yet, their current lagging indicator tracking was offering little actionable insight to prospects and customers’ needs and trends — and salespeople performance.
Sales teams across geographies were speaking different languages and telling disparate stories to customers. Few prospects and customers understood that the company offered more than service delivery and in fact could support them with solutions.
So how could we help Adstream better position itself internally — to better serve its customers externally?
KEY INSIGHTS
Adstream’s long history of serving both corporate and advertising agency brands meant they had a deep understanding of their customer. Together, with Miller Heiman/Korn Ferry, we knew we could leverage that customer understanding for each unique target buyer to create messaging that spoke to their needs and urgency. Likewise, Adstream leadership across geographies intimately knew their sales teams, which we tapped into to develop sales methodology and frameworks to unify the organization.
As discovered from experience, change within a large organization does not happen without leadership investment. So we also wanted to bring in the key executives across geographies to encourage this value selling transformation from the inside-out.
While we tell you a little more about the solution and results we tapped into to support Adstream, tell us a little more about yourself! Download the full client value story here.