zendesk

CHALLENGE:

Zendesk acquired sales force automation platform Base CRM in Fall 2018 and scheduled a sales kickoff the following January. They needed to get their sales teams excited about selling across the portfolio and enable them to convert existing Zendesk customers. They also needed to power an initial wave of net-new business with an integrated campaign and go-to-market strategy.

SOLUTION:

I led a discovery sprint and oversaw ethnographic research at Zendesk’s flagship trade event, Relate. I captured over a hundred qualitative interviews with product owners, users, Zendesk salespeople, and C-level stakeholders. Insights informed collateral designed to drive sales team excitement at a later Zendesk Sell sales kickoff event. Branded objection-handling battle cards were created to support sales conversion efforts. A refined creative brief teed up a more integrated campaign, followed by a pitch deck with creative assets and concepts for paid social efforts to drive net-new business.

Ethnography / Insights and opportunities / Customer journey mapping / Positioning / Messaging / Concepting