Revamped Positioning Increases ASV and Sales from Target Persona Industries

About the company

Workzone is a top-rated project management platform that helps companies, universities, hospitals, and marketing agencies execute large volumes of mission-critical work. Through a combination of technology and user coaching, Workzone enables Marketing, Creative, and Operations teams to plan, manage, and execute high volumes of multi-step, multi-stakeholder projects. Founded in 2002, Workzone counts industry leaders across Higher Education, Healthcare, Marketing Agencies, Financial Services, Retail, and consumer Goods as customers, with the longest-tenured customer spanning 21 years.

Overview

Project Management Software is one of the most competitive SaaS markets, with more than 1,000 tools from task to enterprise solutions available. As one of the first tools on the market, Workzone had an advantage for many years. But as competition grew and more and more stakeholders got involved with deals, the team needed to find a way to stand out from the crowd. 

Goals

• Stand out against competition to increase win rates 
• Target accounts with large ASV
• Drive sales from target industries to decrease churn

The strategy focused on:

• Multi-channel lead generation within target industries
• Deeper sales discovery
• Customized pitch focusing on our main differentiation: customer support
• Solution-based sales, focusing not just on product features
• Professional proposals and presentations 
• High-touch and thoughtful communication 
• Gaining buy in from multiple stakeholders 

---

Rick Mosenkis
Founder & Former CEO, Workzone

"I had the pleasure of working with Diana during her time as Head of Sales and Marketing at Workzone, and she brought a remarkable range of skills to our team. Diana was multi-talented, with deep experience across a wide variety of marketing channels, strong creative and design skills, and an ability to communicate clearly and effectively.  

​...When she agreed to step in as interim Head of Sales, she demonstrated impressive sales acumen and a keen understanding of how to position our product effectively in the marketplace. Thanks to her leadership, we were able to close several major sales that would have otherwise been out of reach."
Read more

---

Outcomes

1. Deep discovery & collaboration with product development led to the sale of Workzone's largest customer to date; ~70% larger than the next largest account. 

2. Solution-based selling showcased the difference in working with high-touch human support and helped win a large agency who evaluated all top competitors. 

3. Customized sales support materials helped Workzone stand out, and provided ways to engage multiple stakeholders throughout the process. 

4. Email, calling, and social lead generation programs; increasing opportunities within ICP by 2X.

Previously, proposals were only used a few times per year for large formal RFPs. Using a software to allow sales team members to quickly create proposals in under 5 minutes allowed for professional level follow-up. 

Slide decks were personalized to the industry, the company, and the specific needs of the client.

In addition:

• A discovery talk track and question tree training sessions helped the team learn how to understand customer needs.
  
• ​The software was customized for large account demos. 
• Email nurturing templates helped sales reps quickly send out impactful communication throughout the sales process.

View More Case Studies