Engagement Highlights
– Integrated five different sales teams into a single, high-performing sales organization
– Shifted from a product-driven to a value-driven selling approach to differentiate from competitors, increase cross-selling across product lines and deepen account value
– Achieved a record setting growth year despite a global pandemic and exceeded annual plan by over 9%
The Opportunity
Ascend Learning needed a more unified sales motion to bring five teams together and compete more effectively in a mature market with many established alternatives. At the same time, the business was navigating the headwinds of a global pandemic and needed a better way to connect its offerings to buyer goals.
As a $150M revenue organization serving first responders, public safety professionals, personal trainers, nurses, and other healthcare professionals, Ascend Learning faced strong competition from major publishers and other providers. Its leadership team wanted to move beyond product-driven conversations and improve buyer discovery, cross-selling, and account expansion by aligning value positioning across sales, marketing, and customer service.
The Solution
Winalytics partnered with Ascend Learning to build a more buyer-focused sales approach around value discovery.
– Identified core sources of buyer value across curriculum offerings.
– Developed discovery questions tied to specific buyer goals.
– Trained teams to lead conversations with instructional and curriculum goals.
– Aligned marketing, sales, and customer service around supporting content.
The Results
– 5 sales teams integrated into one higher-performing sales organization.
– 9% above annual plan during a record-setting sales year.
– 1 stronger value-based approach supported cross-selling and account expansion.
