Case Study: Coaching Client Services To Upsell With Data
Situation
A Client Services team within an Ad Tech company was struggling to have conversations with clients across mostly Pharma and CPG clients that were proactive versus reactive. My goal was to upskill the team to use campaign data to their advantage when engaging with clients. The goal was to bring incremental dollars in through data driven conversations.
Action
DSI held a 2-day workshop to train the team on 1. how to use data to handle objections and 2. how to upsell for more media dollars within the quarter. DSI partnered with leadership to also initiate a prize for the most upsells in quarter as encouragement. Topics that were coached were how to find the relevant industry benchmark through the company’s internal data, how to find pockets of strong performance that mattered to each vertical, and how to showcase those benchmarks and ROI values to the client to support an in-period top of investment into their ad campaigns with the Ad Tech company.
Takeaway
Through discovery discussions with each function, it became clear that more dollars could be brought in through the Account Managers or Client Services team based on prior experience using data to upsell top clients.
Results
The first 2 quarters after the workshop resulted in +50% incremental deal volume and +10-20% incremental revenue.
The results surprised the Executive Leadership Team as we leveraged the same people, the same data, the same tools, and yet achieved a different outcome.
