Plastic Bank, while successfully articulating social and environmental benefits to customers, were challenged to effectively communicate and quantify the compelling business value of its Social Recycling programs, leading to stalled opportunities and quota shortfall.
Partnering with Genius Drive helped implement the persona-based value messaging, content, capability / maturity and business value modeling needed to drive a successful shift in marketing and selling, leading to significant new pipeline opportunities, a reduction in stalled deals and improvement in deal sizes.
CHALLENGES
- Difficulty articulating the business reasons to engage - focusing more on environmental / social impact approach
- Difficultly communicating and quantifying the business value of proposed services
- Not leveraging business value to improve the urgency of engaging with Plastic Bank, leading to more stalled opportunities and smaller deal sizes
RESULTS
- Created value messaging and positioning, training and empowering sellers to leverage this content with new opportunities
- Developed a business value quantification model and presentation, as well as an interactive assessment tool
- Leveraged the value storytelling and tools for outreach, to generate 93 incremental business opportunities in just 3 months, $40M in additional pipeline
- Used the value messaging and business value quantification to improve deal size by 54%
