Activator — Repositioning for Growth Across the Buyer Journey

“We needed to quickly update our positioning strategy based on a new product launch. We also needed this strategy to be implemented consistently across marketing, demand gen, sales, and service. Winalytics brought considerable expertise to build and then operationalize playbooks to personalize the buyer journey across all of our market-facing teams.”

Engagement Highlights

– Developed a new positioning strategy to support an elevated product shift focused on customer data platforms and multi-channel marketing.

– Developed sales, demand generation, and account management playbooks to help each revenue team put the new positioning strategy into practice

– Implemented a multifaceted skills development strategy, including team learning sessions, paired or small group skills coaching, and sales manager coaching

– Use the skills development strategy to upskill the existing sales team, onboard new sales team members, and upskill service team members.

– Average contract values on Activator’s most popular product rose by 24% in less than 12 months, and new sales revenue increased 75% over the same period.

The Opportunity

Activator needed to reposition its business beyond standalone equity solutions and equip revenue teams to sell a broader, more strategic offering. The shift required new value messaging, buyer-specific versions, and team-wide reskilling across functions.

After years of growth driven by equity solutions, Activator faced stalled and declining revenue as competition increased. Leadership expanded the offering into customer data platforms and customer journey marketing to address disconnected dealership data and systems. That shift created new demands across the business: sales teams had to move from transactional selling to value-based conversations, and the company needed messaging tailored to different automotive buyers across sales, service, and marketing functions.

The Solution

Activator built a value-based growth system across marketing, sales, and service.

– Built positioning around revenue, service growth, and marketing efficiency.

– Created playbooks for prospecting, sales, demand generation, and account management.

– Embedded workflows in HubSpot using BREs and Mutual Success Plans.

– Trained teams through coaching, onboarding, and manager enablement sessions.

The Results

– 24% increase in average contract value on the core product.

– 75% growth in new sales revenue during the engagement period.

– 3 newly hired sellers held top quarterly leaderboard positions.