“The sales tool POP developed is the most interactive, most digital, probably coolest sales material that the sales team have ever had.” Nick Elliot, Marketing Manager Coloplast “It’s a completely different way of working, but it’s intuitive, so the sales team can concentrate on the message that they want to convey to the customer without distraction.”
Against the backdrop of the Covid pandemic affecting businesses across the world, Coloplast the world’s leading supplier of intimate healthcare products, needed to act quickly to digitally transform their entire customer-facing sales process and materials.
With the suspension of face-to-face meetings due to lockdown restrictions, coupled with traditional paper-based marketing and sales materials, Coloplast’s sales teams were being presented with significant challenges in meeting the needs of their customers. With just three months to go until their largest UK National Sales Meeting Coloplast embarked on a global rollout of Showpad’s sales enablement platform to support their teams in the field to continue to connect with their customers remotely.
Nick Elliot and Clare Dawson from Coloplast’s UK Marketing team came to POP – a Showpad Gold Partner – with the brief of developing a remarkable sales experience to sit within their Showpad platform. It had to meet their ambitious digital transformation goals, help them clearly stand apart from their competitors and provide their sales team and customers with an intuitive sales experience.
POP’s first step was to work with the Coloplast team to ensure that the experience was designed with their end-users in mind – their customers, and the sales teams.
“We didn’t do anything digital in sales before Coronavirus. POP explained what the terminology meant and held our hand through the process, which is what we needed, especially with such a tight timeframe as well.” said Nick.
“POP challenged us and guided us on the best way forward. It took me a while to get away from an analogue printed page mindset. POP’s knowledge of the user interface was invaluable .” Clare added
Mapping out a simple but intuitive customer journey for a digital experience was key to building a successful tool and adapting existing content for an interactive digital experience. To encourage early buy-in and adoption from the sales team a pilot of the tool was created for them to explore and acted as a teaser for the exciting new direction that the sales materials were taking.
With Nick, Clare and the POP team an intuitive, immersive and engaging digital sales tool was created that has “blown away” Coloplast’s sales team and allowed sales conversations to continue through these difficult times as well as providing the flexibility to be of equal use when face-to-face meetings are possible again.
We were thrilled to be one of only 3 companies Shortlisted for the B2B Marketing Martech Awards 2021 – Best Use of Martech in Sales Enablement category. Despite not taking home the gold, we couldn’t have been happier with the feedback.
“We feel like winners with the great Showpad experience you created for us!” said Clare
“It has made life so much easier, especially in the virtual world! The app allows me to access and browse all the sales materials I need in one place so that I can easily show or send it to my customers and colleagues. The app is easy to navigate, looks really professional and allows me to deliver sales material in an effective way.”
Katie Bell, Senior Territory Manager
“POP created such a clear and engaging sales tool for me and my customers.
It differentiates me from the competition, injects added value and creates empathy”
Carol Liburd, Senior Territory Manager