Case Study: Structuring the Sales Effort of a Training Organization
In short: A Quebec leadership training organization had a motivated team but a scattered sales effort. SPAK set up a weekly follow-up ritual and campaigns targeted by customer segment. Within weeks, the team regained a shared view of its priorities and rigorous follow-up on its commitments.
The challenge
The organization offers public seminars and custom training for companies, associations and professional orders. Several people contributed to sales, without a shared view of priorities or follow-up on commitments.
Our approach
A short weekly ritual. Every Monday, the team spends 45 minutes on one main goal and on the commitments each person made the week before.
A simple tracking board. Only two streams (public seminars and custom training), so everyone sees what matters at a glance.
Campaigns by segment. Separate prospecting campaigns for each audience: association executives, municipal-sector graduates, presidents and CEOs, HR vice-presidents and webinar participants.
Results
The Monday ritual has become the backbone of the sales effort: everyone knows what they need to do during the week and reports back the following week. The segment campaigns feed both public seminar registrations and requests for custom training, with clear tracking of each stream.
Key takeaways
A simple, regular ritual builds sales discipline without weighing down the team.
Fewer indicators, well tracked, beat a complete dashboard no one looks at.
Each customer segment has its own message and its own timing.
SPAK helps companies win clients in Quebec and Canada: market validation, B2B prospecting and sales structuring. Book a free consultation.
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