DIGITAL FACTORY
PARTNERS
Coca-Cola European Partners
32
As the one of the most recognisable brands in the world , Coca-Cola is at an advantage : all of its potential customers are familiar with its products . The sales team does not have to educate buyers about the product and instead , they ’ re challenged to connect emotionally with prospects and deliver an exceptional buyer experience .
To build this emotional connection and establish salespeople as trusted partners , the sales enablement team for Coca-Cola European Partners needed a way to make messaging more consistent , give marketing better visibility and cut down on rogue sales decks .
Misalignment between sales and marketing meant salespeople had less customer face time because they were scrambling to find content . Coca-Cola ’ s European Partners ’ Brussels team now uses Showpad to improve alignment between sales and marketing so its salespeople can focus on what ’ s most important : building relationships with customers .
“ Showpad created efficiency - not just in our people but in our overall performance ,” confirms Coca-Cola ’ s European Field Sales Enablement Manager Gregory capidis . “ Today , Coca-Cola European Partners ’ sales team of nearly 400 people is equipped with Showpad . They speak about Showpad like it ’ s their Bible because they have all the information they need to conduct a sales conversation .”
MAY 2020