Case Stories

Read How Dagbladet Børsen Reversed Their Sales Curve in a Challenging Market

Customer Insights Uncovers Potential and Opportunities

STARTING POINT

Aim to be the best in sales, prioritize customer needs, and act professionally
Subscription & Advertising sales in need of transformation for pipeline and digital revenue
Well-documented and analyzed department with structured sales processes and value propositions

CHALLENGE

Google and Facebook erode ad revenue, and a full order book demands other actions
Wide variance in performance levels, activity, and outcomes
Significant reservations about adopting new practices across admin., marketing, products, pricing, etc.

PROCESS

Deep dive into strategy, analysis, segmentation, KPI’s, NPS, advertising, pitch, onboarding, toolbox, etc.
In-depth interviews with leadership, support, communications, journalists, and more
16 days of live observation of 4 managers and 12 sales reps, followed by client interviews
Consolidation and reporting of all collected data to leadership and three departments

RESULTS

Insights consolidated from an ‘outside-in’ perspective, revealing true buying motivations, underlying causes of cancellation rates, collaboration barriers, cultural challenges
Actions with timelines, including qualitative segmentation, restructuring, shorter sales cycles, reduced churn, and new KPIs
Mapping of repeatable success formulas for Advertising & Subscription sales and a detailed transformation roadmap ‘As-Is’ and ‘To-Be’ for leadership and the two departments

TIPPING POINTS

Leadership’s courage to be observed ‘live’
Genuine curiosity about potential improvements, both internally and externally
Rigorous coordination of ‘real-time’ customer visits

FINAL DELIVERABLES

Large upsell potential (SoW) identified, and strengths confirmed
Quick wins identified, such as team composition, metrics, pricing, and discounts
Data, facts, and guidance on ‘how’ Børsen can reverse its sales curve

'Thank you so much for a job well done. As Bjarne (Corydon) said, ‘You often get too little or the wrong outcome from projects like this, but that was definitely not the case here.’ I agree. The sales team responded positively afterwards, which is a great credit to you, as they were initially very skeptical.'

Mette Overbeck CCO - Brands

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