40% account growth & double pipeline over a 2+ year partnership

Client issue

Building predictable growth in a changing market

AND Digital had undergone major restructuring and needed to stabilise revenue while improving sales discipline, account growth and forecasting quality. Even with a strong and differentiated proposition, they weren’t seeing revenue growth.

SBR worked with AND on a set of sales effectiveness priorities: pipeline management & growth, a sales methodology, with clearer roles and expectations. The leadership team wanted stronger data visibility and commercial rigour, as well as improved competency frameworks, better coaching pathways, and more reliable performance data.

The return on investment

Commercial performance with sustainable revenue growth

With an average growth rate of 40% across their top 12 accounts, Digital became much more stable. The number of new opportunities doubled, deal creation increased by 100%, and 3-month forecast accuracy improved by 6%. Client services improved, with increased adoption of account development processes and frameworks contributing to churn reducing to a year-to-date average of 18% versus 21% previously. The programme also showed signs of immediate deal-level application. AND leaders described improved qualification, stronger pipeline quality, and two major wins in one week after applying SBR’s frameworks in client conversations.

From strategy to execution

Embedding a shared way of selling

SBR & AND co-created a series of sales frameworks, processes, toolkits, playbooks & training.  Instead of a generic enablement programme, the work connected diagnostics, role clarity, incentives, methodology, and coaching into one sales transformation intervention. AND had a completely transformed commercial system and a shared language for how opportunities, accounts and forecasting should be managed.

One use case of SBR’s account management framework saw AND Digital’s top 12 managed accounts grow by 40% on average versus 1% elsewhere.

“Over two years, we’ve collaborated with SBR and delivered sales transformation, which has seen us change from being gut-oriented to data-driven.

It’s incredible to see the ‘night and day’ effect this has had on our teams, ways of working and sales culture.

Today we work more joined up and with discipline throughout the sales lifecycle. We’ve also developed a culture in which we can continually land new parts of our evolving proposition and deliver them to our global markets at speed.

The result is not only better financial results, but also happier more motivated and connected sales teams.”

Antonia Walt
Chief of Client Experience