The customer
The company is a leader in the manufacture and sale of dosing equipment for industrial fluids.
With an extensive product portfolio and a team of industry experts, it offers reliable, high quality solutions to its customers in a variety of industries.
Their experience and knowledge of the market allows them to provide value-added services and technical advice to meet the specific needs of each client.
The challenge
The main problem faced by the company’s marketing team was the lack of collaboration and involvement of the sales team in content creation.
The marketing team was very efficient in distributing content through digital channels such as Paid Media, Blog, Email Marketing and Social Media.
However, the content that was being generated dealt with industrial topics with very specific technical specifications, which required the constant contribution of the sales team to provide their knowledge and experience in the field.
The sales team, on the other hand, faced the challenge of finding the incentive to collaborate on content creation.
Variable compensation based on sales figures, which is the biggest incentive for most sales teams, did not provide enough motivation to devote additional time and effort to content creation.
This led to questions such as “Why am I going to work more if I will get paid the same at the end of the month?”
Lack of collaboration of the sales team in the creation of content represented a major challenge for the company as it limited the quality and effectiveness of the content generated, which in turn negatively affected sales figures and the achievement of the company’s objectives.
The solution
The problem was clear, we needed to motivate the sales team so that they would not become a bottleneck in reviewing the content generated by marketing, otherwise we would not be able to generate enough pieces and therefore it would be impossible to stick to the marketing plan.
After a joint brainstorming session with the two teams, it occurred to us that we could try to gamify the collaboration process through a contest.
In this way, all those involved could perceive that their work is not only important for the company, but also rewarded.
- Main objective: To foster collaboration and commitment.
- Players: Sales team.
- Rules: Point system.
- Tools: Internal Newsletter with ActiveCampaign.
Reward
- First Prize: A trip for 2 people to a destination in Europe.
- Second Prize: A weekend for 2 people in Spain
- Third place: A dinner for 2 people at a restaurant.
Basically, it consists of a monthly e-mail with information on how the ranking is doing and a series of collaboration challenges for which the commercial team can receive points.
The most important thing is that a responsible person has to be assigned, in this case the “content manager” who is in charge of compiling all these points and creating the informative newsletter, so that at the end of the year the prizes can be distributed.
Results
- Sales force participation increased by 70%.
- They are now able to triple the volume of content each month.
- Generate better and more specialized content.
- 60 eyes see more than 10 and the website is much improved.
- They managed to have a 100% clean database.
