How L&W Gaming Boosted Buyer Engagement by 47%

Previous Platform Fails to Standardize Global Sales Performance

With more than 6,000 sellers operating across its global market, L&W Gaming’s enablement team struggled to govern the wealth of critical content tailored to its expanding teams, international regions, and markets. Up against such a high content volume — and operating in a heavily regulated industry that demands precise documentation — the team knew spring cleaning was in order. “We had too many places where you could find content,” explained Conrad Walsh, director of global product marketing at L&W Gaming. “We were spending so much of our day trying to chase something that shouldn’t be hard to find.”

The struggle with content chaos highlighted an overarching theme: L&W Gaming’s portfolio was simply too large to manage without the right enablement support. Adding to the challenge, L&W Gaming aims to send its many product lines into new markets and new regions. For reps old and new, the content and competence required to approach this ever-changing portfolio of products, markets, and regions was overwhelming.

To help sellers familiarize themselves with this wealth of context, the team sought to help sellers quickly and easily surface content. But that was only an early goal — although the team’s first priority was content governance, their long-term goal was to standardize execution across every team, region, and market. “Part of what I’m still on the journey of trying to bring about is how to operationalize our go-to-market approach,” added Walsh. As L&W Gaming’s enablement team put pen to paper and began designing a global go-to-market strategy that would push the envelope on new market and region expansion, they saw that switching to Highspot would be a key lever to do so. 

Effectively Expanding into New Markets and Regions

As Walsh and his team set out to standardize go-to-market execution, they quickly realized the value of a unified platform. “Just the amount of time we’re saving in having a one-stop shop has been really cool to see,” enthused Walsh. Having Highspot as its single source of truth offered immediate time savings — a benefit Walsh sought to expand beyond North America. “It would make a ton of sense for us to be able to drive consistency across each market using the same tool,” explained Walsh. “So, we’ve recently built out different Spots for each region.” 

With 87% of sellers around the world regularly operating within tailor-made and region-specific Spots, Walsh and his team harnessed that high adoption rate to support and shape their expansion efforts. For each new product or internal event that launched, a Sales Play would immediately follow, polished and ready to go. It’s a win-win for L&W Gaming and its sellers, with the standardized know, say, show, do format easing the pain of taking products to each market or region — and igniting greater go-to-market alignment. As sellers recognize the value of the contextual guidance Plays provide, engagement is only increasing, with 21% more sellers adopting Plays. ”It’s brought a lot of energy and excitement to what we’re trying to do and is creating a repeatable playbook for launching products,” added Walsh. 

Launching new products, expanding into new global markets, and approaching new regions are all common occurrences for the constantly innovating teams at L&W Gaming. By providing easy-to-find product content and Plays offering contextual guidance on how to take that knowledge to each unique sales environment, it has introduced newfound rigor to its process — and is already seeing the returns.

Sparking Success Across Global Markets and Regions

By creating Spots customized to each region, L&W Gaming ensured the same message was being spread globally and in a way that resonated well with regional audiences. With strict governance policies giving time back to sellers worldwide and Plays providing a single standard for behavior in the field, L&W Gaming’s investment has paid off in the form of a 47% increase in buyer engagement. Now better equipped to move the needle on its long-term goals, L&W Gaming is seeing its go-to-market strategy evolve and strengthen, even as it reaches new markets and regions.

To amplify that impact, Walsh and his team are laying down the foundation for an enablement-powered sales readiness program. “Looking ahead into this year and beyond, we’ve really started to see an opportunity with training,” added Walsh. “Now that we’ve built all these Spots for the different regions globally, we want to build on that foundation.” Cultivating consistent execution — especially across a global team of 6,000 and growing — is a never-ending process, but it’s one the team is excited to embark upon with Highspot.