How Arkema Increased Adoption by 10%

Seeking a Strategic Solution to Address Inconsistencies

Without the support of a robust enablement platform, Arkema had no way of ensuring the accuracy and quality of its content, let alone determining which assets sellers used and when. Moreover, it had no assurance that its content was impactful and drove desired outcomes. The absence of an enablement solution for content management reverberated throughout the organization, making it difficult to align sellers and impossible to evaluate content impact. 

Noticing this, Arkema saw an opportunity to evolve its content management processes and, in doing so, gain the valuable metrics it needed to make strategic, data-backed decisions. “As a marketing manager, I understood the importance of having efficient tools to support our sales and marketing efforts,” said Lenel Brown, marketing communications manager, consumer and construction at Arkema. 

As Arkema’s teams sought an enablement partner, they discovered Highspot and quickly realized the platform was uniquely positioned to resolve painful gaps in their content and analytics strategies. “Highspot provides a centralized hub for storing, organizing, and managing internal and external content, ensuring everyone has access to the latest and most effective resources,” noted Brown. “With Highspot being a single source of truth, there’s no need for multiple versions of the same content or time wasted searching for materials.” By choosing a unified enablement solution to address its content inconsistencies, Arkema gained not only a partner in content management but also in analytics and insights.

Cultivating Cohesion With Newfound Visibility

Arkema first harnessed Highspot to reimagine its content strategy, quickly achieving 73% content findability. Its content gaps resolved, Arkema began funneling content into Highspot, using its buyer engagement capabilities to deliver consistent, effective buyer experiences at scale. “I use Pitches as a natural part of my sales process interactions,” explained Dan Gorecki, territory sales manager at Arkema. “I try to really customize to my client, to that person. I really try to share what that person is going to benefit from.” With content accessibility at an all-time high and buyer engagement made simple, Arkema’s sales teams found consistency in their regional and global sales motions. 

Soon, Highspot was a must-have for sellers. “I utilize the app almost daily, for my use and also for the creation of new Pitches, new sharing,” shared Gorecki. “These products are not static; they continue to evolve. Highspot continues to be a very dynamic tool for me.” With its sellers living in the platform — having gained a 10% increase in recurring usage — Arkema could better visualize the scope of seller behavior from action to impact. This helped the team gain strategic insights to inform decisions. 

Highspot’s native analytics quickly became a beloved asset for Arkema’s teams, aligning their marketing content and sales activities to a unified, data-backed strategy. “With real-time analytics and insight into content engagement and performance, I can track which content assets are used most frequently and how they’re performing,” said Brown. “By leveraging these insights, our marketing teams can make data-driven decisions, focus on high performing content, and allocate shared capacity more effectively.” With this newfound visibility, Arkema’s leaders could take strategic steps to cultivate consistency, driving not just sales effectiveness but also the organizational cohesion that first inspired their partnership with Highspot. 

Strategic Partnership Uplevels Existing Processes

After implementing Highspot, Arkema saw immediate returns. With a simplified content management strategy and clear content governance, Arkema decreased time spent searching for content and streamlined workflows. The implementation of buyer engagement capabilities also drove sellers’ confidence in the platform, making it easy for them to surface the sales assets and strategies proven to drive success. “Highspot really gives me the tools to sell and to represent my products in the best possible light and allows me to compete every day in this arena,” highlighted Gorecki.

With sellers embracing Highspot at ever increasing rates — today, 79% of its sellers are active users — Arkema’s partnership with Highspot has only deepened. The platform has been instrumental in driving strategic alignment across the organization’s complex regional and global sales motions. “Highspot has proven highly effective in optimizing capacity and improving overall efficiency within our teams,” noted Brown. As the partnership continues to evolve, Arkema is excited to harness this alignment and consistency to drive tangible impact.