Simplifying Complexity for  Success: Enhancing Performance Through Sales Enablement

Context

ATIVA is a high-technical company that has the majority of its clients in the technical field. However, not all clients or stakeholders may have the same level of technical expertise. And complex technical jargon and terminology can lead to misunderstandings or misinterpretations, causing complications and slowing the decision-making processes.

We also wanted to expand to other markets and use other marketing channels for the broad public. High-tech companies that can communicate technical information in a simplified manner are often perceived as more approachable, trustworthy, and customer-focused.

Action Plan & My Role

Creating a strategy to improve sales performance for the first time in the company by simplifying complex information.

  1. Developed simplified and easily understandable marketing assets, such as explainer videos, infographics, and simplified product guides, that address customer concerns and explain complex concepts for a portfolio of 23 products across 6 distinct market segments.

  2. Organized bi-annual sales training on effectively communicating the value proposition of complex products or services.

  3. Ensured messaging alignment emphasizing the tangible benefits and value of the product or service, using language that resonates with the target audience.

  4. Released monthly internal newsletters to communicate updates and ensure all the stakeholders were on the same page.

Sales one-pagers

Left: Division of segments, regions, and goals amongst sales managers.
Right: Most common questions for technical-commercial approach.

Institutional presentations

Left: Unique value propositions distinguishing the company from its competitors.
Right: Interface map of the company's flagship product to simplify understanding of its technology.

Presentation featuring some of the projects in the energy sector: Streetlight Luminaire Remote Management and Remote Measurement via 3G in Substations.
Designed illustrations and summarized the benefits and functionalities in collaboration with the Engineering Team.

  • Infographic explaining the evolution from M2M to IoT technologies;

  • Email launching a new line of products detailing their functionalities. Crafted to enhance client engagement and sales outreach in the Sanitation segment. Conducted professional product photography and designed illustrations for a relevant project.

Organized bi-annual sales training, including venue rental, portfolio workbook, and presentation design.

Results

  • Shortened sales cycle by 30% due to its straightforward approach and alignment in 6 months.

  • More opportunities and invitations to speak at congresses and trade technological events, such as Smart Grid Brasil, which usually takes place in Sao Paulo and contains 580+ national and international speakers, 50+ supporting entities, and 100+ sponsoring companies.

  • Increased website traffic and click-through rates from email marketing campaigns by 42%, providing the sales team with more leads and higher sales conversions.

  • After participating in the organized sales training sessions, sales representatives reported an increase in confidence level and a rise in motivation to achieve sales targets.

Other projects

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