How CRIF Increased Buyer Engagement by 100%

Silos Inhibit Seamless Go-to-Market Execution

CRIF offers a number of services to customers, the bulk of which — identity, credit risk, and fraud management — deal with fraught, emotionally charged moments in its customers’ lives. Accordingly, customer-centric service is a core pillar for CRIF, a key differentiator that helps it excel in a competitive environment. “We are in a very dynamic market and want to make sure that we always address the right needs our customers have,” explained Kerstin Valet, regional director of marketing and communications at CRIF. To stay one step ahead of its competitors, CRIF provides prospects with personalized buying journeys that reinforce CRIF’s unique value as a trusted partner for their most stressful moments. “We don’t have potential products, so we need to present them even more emotionally and underline the added value compared to other industries,” added Valet. Doing so was easier said than done — to support its personalization efforts, CRIF needed to align its go-to-market teams to a shared goal. 

Breaking through cross-functional silos was essential for CRIF to continue providing the differentiated, value-first experiences that kept them competitive. “It’s imperative that product and marketing provide a common set of knowledge and documents to train new and existing people even faster,” shared Valet. “We needed to break down silos to improve collaboration with sales, marketing, and product.” Efforts to unite disconnected go-to-market teams coincided with an upcoming corporate brand relaunch, a massive undertaking that would be key to clarifying — and securing — CRIF’s position as a market leader. As CRIF explored its options, Highspot emerged as the solution to help it lead with value and land differentiation with individual customers and within its competitive marketplace.

End-to-End System of Record Amplifies Cross-Functional Impact

After implementing Highspot, CRIF noticed a difference in how sales, product, and marketing interacted. As cross-functional teams worked from a shared environment, platform adoption rose by 17%. “We were able to break down silos because sales, product, and marketing all worked in the same tool, which we also integrated into the CRM,” noted Valet. With native analytics and an integrated CRM, CRIF gained full visibility into engagement data, helping its teams better understand how both customers and sellers used their content — key insight that helps the team make decisions that improve efficiency. “We just had a new corporate identity relaunch, and every piece of collateral had to be changed,” explained Valet. “We had already introduced Highspot, so we had a look at what’s currently in use. We saved a lot of money because we didn’t have to update unused collateral.”

Meanwhile, CRIF found that a unified platform made it easy for sellers to access content, such as the Plays it created to guide sellers through every selling scenario. “Everything in the Plays is up to date, structured according to the sales stage and the industry of our client,” added Valet. “Plays make it easy for sellers to know what to use and when.” As sellers realized their value, Play adoption steadily rose by 35% — equipping more and more sellers to land value with every customer. 

Standardized content and messaging isn’t just driving consistency — it’s also infusing deals with newfound personalization, an impact Digital Rooms have only amplified. “The financial services industry is highly competitive,” added Valet. “We have to be different. We have to provide something on top. Digital Rooms are a vehicle to create stronger customer relationships, which then hopefully makes the difference to decide on us and not our competitors.” Internal and external engagement data has broken down silos and aligned teams to a standardized, value-first approach — helping CRIF achieve success in a competitive market.

Data Empowers New Competitive Approach

CRIF’s implementation of Highspot came at the perfect time. By realigning teams and simplifying the content lift ahead of its relaunch, CRIF streamlined the roll out of its new corporate identity — all while saving key resources that could then be invested elsewhere. It’s just one instance of how CRIF is harnessing Highspot’s system of record to integrate data more substantively into its sales strategy. 

For CRIF, enablement technology and the data it provides were key to securing its position in a competitive market. Now, its go-to-market teams have rallied around a shared vision for the future and are charting a new course forward to achieve it together. Already, their efforts are coming to fruition: With sales, product, and marketing operating in newfound harmony, buyer engagement has increased by 100%. Through the combined effort of teams across its go-to-market motion, CRIF is confident that it has enabled its teams to provide personalized, differentiated experiences that can be heard over the noise. “By leveraging tools like Highspot, we have the possibility to approach our clients in a more advanced and professional way,” enthused Valet.