Centralization Fostered Collaboration, Consistency, and Differentiation
Implementing Highspot provided Baker Tilly with a multifaceted tool that met a number of business needs. With a centralized ability to find the right content, reps could provide a more consistent and seamless experience to buyers. “It enabled us to put a lasso around that content chaos,” explained Hensler. “No longer did we have practitioners or salespeople saving things to their desktops where it would quickly become outdated.”
With Pitch capabilities, the team also helped sellers better engage buyers with an experience that is differentiated from competitors in the digital sales landscape. “We had difficulty differentiating ourselves in the market among the barrage of emails, so the opportunity to create a video email and introduce yourself to a prospect, or even reintroduce yourself to a client, was game-changing,” said Hensler. As a result, Baker Tilly has achieved 95% Pitch adoption.
Additionally, Highspot served as a bridge between sales and marketing. In particular, access to actionable insights helped improve collaboration between the teams. “Marketing owned the lion’s share of the content, but we created a process of what needed to be done by whom and when. That just created a nice collective, collaborative environment,” said Bortz.
Beyond enhancing collaboration, these insights helped improve the team’s ability to make strategic decisions to evolve enablement programs alongside the needs of the business. “When you get these Analytics back, you can look at a particular page a customer might have spent a little extra time on and gain a little insight into the added value you can bring,” described Hensler. “We often send three or four different options for customers to consider, and it’s handy when we can understand how they engaged and what we might follow up with. That’s how Highspot has helped us really start to navigate in this whole sales enablement process.”