A COMPANY THAT SWITCHES TO A GO-TO-MARKET ACTIVATION CANNOT SUCCEED A MULTIDISCIPLINARY AND MOTIVATED SALES FORCE.

Case: Networking & Market activation


The focus of the sales force is changing due to the increasing role of technology and centralization of activities. The field of external sales must actively seek customer contact. The scope of sales has shifted to creating and activating networks. Towards the market, but also internally within the organization, where the variety of disciplines and specialties offers ample room for more synergy.

The pressure on efficiency is also increasing within the banking industry. More and more customer contact is driven by the Internet and direct channels. The counter and the advisor are replaced by internet and apps. It is a challenge for the external sales force to deliver added value and make a difference in this environment.

In addition, customers of the bank have become used to arranging matters themselves, which means that the value of investing in advice cannot always be properly estimated. Also, the transparency of the internet sharpens the balance between brand loyalty and price.

 

Activate a blended learning program that professionalises the bank’s network activities and stimulates internal collaboration when working the market

Pawlik has set up and supervised an activation program for a major Dutch bank, whereby local teams started to work together strategically within their market. The goal: switching from opportunity to realization. Hereby, a strategic and systematic approach makes the difference. The program optimizes conversion and accelerates results.

Daring to leave the beaten track was a big challenge. Creativity, fun, new tools, new working methods and sharpness brought new solutions. A new online learning experience was deployed with the help of Pawlik’s creative practice activation.

 

Impact after 12 months

 

‘Within ING, Pawlik’s activation program is the perfect example of ‘new learning’, of blended learning. It is a good mix of a modern online learning experience but also responding to real signals from practice’.

 

Willy Kool – Organisation & Change, ING Netherlands

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