Overview
- Industry: Manufacturing
- Challenge: Outdated and inconsistent content creating poor buyer experience
- Solution: Mediafly-powered sales application for centralized, real-time content access
- Global expansion to Latin America, EMEA, and APAC
- Rollout Phase 1: 125 users in North America
- Rollout Phase 2: over 1000 users worldwide
Challenge
Givaudan, the world’s leading manufacturer of flavors and fragrances, sought to transform the buyer-seller dynamic to deliver a more differentiating customer experience. Although the flavor industry has traditionally been highly technical and fact-based, Givaudan’s Flavors division wanted to shift toward a more emotionally based, buyer-centric selling approach.
Achieving this was difficult because sales and marketing content lived across multiple platforms and was often not readily available. Sales reps did not know where to find the right materials and frequently resorted to outdated or inaccurate content, which resulted in a poor buyer experience.
Solution
Givaudan deployed a new sales application powered by the Mediafly Platform to ensure sellers could easily access the most recent and relevant sales materials in real time with buyers. Consolidating all sales-ready content into one place, accessible both online and offline, allowed sellers to spend less time searching for materials and more time engaging meaningfully with customers.
Presenting directly from the platform gave sellers greater control and flexibility to customize presentations with marketing-approved content. It also provided marketing teams with analytics that revealed which materials were effective and which needed improvement.
Outcome
Immediately after launching the sales enablement solution, the marketing team became more accountable for the content they produced. With increased visibility into how materials were being used, marketing began creating more impactful content that resonated with buyers.
Sales teams used the new materials to shape more relevant conversations, tell a stronger business story, and deliver more personal and meaningful interactions. Onboarding improved significantly because new employees could more easily learn the product lines and navigate available content.
Based on the overwhelming success of the initial North American launch to 125 users, Givaudan expanded adoption globally across Latin America, EMEA, and APAC, reaching more than 1000 users.