How Vodafone Business Improved Buyer Engagement by 8%

Expansive Portfolio Creates Go-To-Market Complexity

What makes Vodafone Business an industry leader is precisely what makes selling its solutions complex: Its offerings are many, varied, and comprehensive. Building fluency with products across its portfolio isn’t easy, especially as that portfolio only continues to grow. To help reps navigate an abundance of high-value offerings, the team at Vodafone Business sought new ways to build and reinforce product knowledge. 

However, transferring knowledge was particularly difficult when tool limitations meant product information and resources were hard to surface. The difficulty of finding essential knowledge grew increasingly apparent, and access to key resources became a major limiting factor to seller success. Challenges aside, the teams had big plans to maximize every seller’s potential — and the potential of Vodafone Business’s entire sales force. “One of the critical elements is to ensure the largest share of account managers can offer the whole portfolio we have,” added Canzian. To bring their vision to life, the team knew a single source of truth was essential. The search for a unified enablement platform ultimately led the team at Vodafone Business to Highspot.

Unified Platform Creates New Confidence

The team at Vodafone Business saw they would need to accomplish a two-fold task: infusing new knowledge and new confidence into their sales force. “Go-to-market is mainly tasked with creating the opportunities for account managers to open new conversations with their customers with the knowledge and confidence that they need to be effective,” shared Canzian. 

A unified platform was key to this effort. The team embraced strict governance policies and intentional Spot architecture, which resulted in a well-organized, intuitive environment for essential information. Rather than relying on memory, outdated materials, or tribal knowledge, sellers now know where to surface the information they needed, the moment they needed it. As more and more sellers became aware of the value that could be found in the platform, engagement steadily rose. Sales Play adoption, for instance, increased by 14%, with over half of Vodafone Business’s sales force regularly leveraging contextual guidance to inform their go-to-market approach. 

A platform for content, guidance, and learning experiences is introducing newfound consistency. More than that, they are empowering sellers to take offerings to market more effectively — an impact amplified by the team’s adoption of Digital Rooms. “Through Highspot, we are defining a digital sales journey with Digital Rooms in order to be effective and differentiated from our competitors in the way we engage with customers,” shared Canzian. With differentiated buying experiences delivered by more confident, knowledgeable sellers, Vodafone Business is seeing the impact on leading indicators like engagement, including an 8% increase in buyer engagement since leveraging the platform. As adoption continues to rise, so too will the impact on key outcomes.

Engaged Users Drive Significant Returns

Vodafone Business has checked the box on both confidence and knowledge. With product information always at their fingertips — and a differentiated approach for bringing those materials to buyers — Vodafone Business has seen content usability rise by 68% as sellers engage with content more than ever. The most engaged sellers have built new fluency and are now able to confidently sell across Vodafone’s portfolio. Plus, with content, guidance, and learning at their fingertips, these sellers are driving incredible impact.

As it stands, the team at Vodafone Business has achieved their initial goal: Sellers approach buyers and customers with new confidence and knowledge. That said, the work isn’t done. In partnership with Highspot, the team continues to build incredible momentum and intends to drive even greater returns from their enablement investments. “We joke that Highspot is value achieved for less than one cappuccino per day,” concluded Canzian.