Selligent Case Study

About Selligent

Selligent Marketing Cloud is a marketing automation platform that enables B2C brands to engage consumers across all critical channels. Built for the relationship marketer, Selligent Marketing Cloud is the only marketing cloud built on single code base, featuring artificial intelligence and a Customer Data Platform with a universal consumer profile at the core of every action.

Today, more than 700 brands across retail, travel, automotive, publishing, and financial services rely on the Selligent Marketing Cloud platform to execute their marketing, including Asda, InterContinental Hotels Group, and ING. With 10 offices across the United States and Europe and more than 50 agency partners, Selligent Marketing Cloud serves clients in over 30 countries and provides the kind of personal and local service that brands expect and  deserve.

Target Audience

The sales team focused intently on winning the mindshare of the CMO and digital marketers in the organization.

Why Focus On Digital Selling?

  • David vs. Goliath. They complete in a space with Oracle, Adobe and IBM, and need to
    build extra value with their prospective customers.
  • They have a very finite TAM (Total Addressable Market) of approximately 5,000 global
    accounts that meet their ICP. This leaves them “in a knife fight” on every deal.
  • They invested heavily in an inside sales model (as per their competition), and needed to
    differentiate themselves outside of feature, function and price.

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How Was Success Measured?

Program success was evaluated through Sales for Life’s measurement framework, grounded on the Kirkpatrick Evaluation Model, as the industry best-practice. While much of social selling enablement is focused strictly on training, Sales for Life’s model is built around knowledge transfer and application. This is ultimately tied to sales results and ROI. It was through this approach that Selligent was able to correlate actual sales results through application of learning.

Level 5
ROI Capture

Level 4
Sales Impact

Can ROI be measured?

Can sales impact be realized?

You Capture

Level 3
BEHAVIOR CHANGE

Level 2
KNOWLEDGE TRANSFER

Level 1
Satisfaction

Has behavior changed as a result?

Has knowledge transfer occurred?

Are learners satisfied with the content?

Sales for Life Creates

Digital Sales Mastery® Certification Process

Every seller was responsible for creating a qualified opportunity, documented in a case study and video format, and presented to sales leadership for approval. Our results-based certification process was taken one step further at Selligent, by introducing a “Top 3 Pitch” competition with significant rewards.

1st prize = box seats at a Dallas Cowboys game.
2nd prize = mentoring dinner with the CEO
3rd prize = steak knives

This rallied the sellers, and unified the sales teams (with inter-continental competition amongst the Americas and EMEA teams).

What Change Management Occurred?

  • Best-in-class leadership accountability pre, during and post certification, led to a corporate-wide adoption of Social Selling in all sales functions (SDR, AE, CSM, Marketing). Frontline sales managers became certified at coaching Social Selling in their 1-on-1’s with sellers.
  • Created +40 net new opportunities in Americas and EMEA (AVG opportunity > $100,000 USD), with global leading retailers.
  • Mastered the relationship mapping of their existing 300 Americas and 900 EMEA customers using the “Sphere of Influence”, which led to nearly all of their +40 net new opportunities.

What’s Next?

Happy with the results, Selligent Marketing Cloud is now entering a reinforcement phase with Sales for Life and expanding Social Selling Mastery to other sales divisions. With behavior change as the core driving principle, Sales for Life continues to support all sales professionals to ensure they’re ahead of the learning curves.