CASE STUDY
2x Sales Revenue for Mature Enterprise Sales Organisation
About the Company
StepStone is the world’s 3rd largest job board / online careers site.
#hrtech
In the UK they have a portfolio of +10 sub-brands including cross-sector brands like TotalJobs and Jobsite as well industry niche board like CWJobs, Caterer, CityJobs etc.
Challenges
Standard Job listings and CV Database products becoming commoditized.
Aggressive competition for market-share from both international, i.e. LinkedIn and Indeed as well as local rivals, e.g. CV Library and Reed.
Buying decisions often driven by price “race to the bottom” with pressure to discount.
Average deal size was low, even for large enterprise employers, e.g. <£10K per brand.
Analysis
After running an account analysis with StepStone UK’s leadership team we identified:
Duplication of effort between brand account executives to reach decision makers.
Competition between brands was harming market share, e.g. making it easier for local rivals to claim budget allocation.
Pricing competition was driving down prices with discounts, “robbing Peter to pay Paul”
Action
Redesigned the sales story to show differentiate value compared to competitors by including “challenger sale” style data insights, positioning the Sales and CS delivery teams as trusted consultants.
Simplified buying and decision making process by giving new strategic account executives ability to sell bundled multiple brand solution. Simplified pricing with “unlimited posting” for higher contract sizes.
Built brand trust and credibility by emphasizing the StepStone’s market leading position in UK and in international markets, compared to smaller local rivals. “Trust in bigger and better technology to deliver!”