A sales enablement platform that drives operational rigor and empowers sales teams to close deals faster.
When joining Highspot, my role was divided into two core responsibilities. The first one was to be a player, helping to get a new value proposition off the ground known as Engagement. The other one was to manage an existing team of 6 designers. This case study outlines the journey for getting Engagement up and into a closed beta testing state.
// Problem
Today, customer conversations are messy and spread across different products. Sales teams don’t have a clear understanding for how successful their engagements are. They have to go into individual products to get the information needed. A CRM should help to control this but it doesn’t do a good job managing this as well as it should which leaves teams frustrated.
// Opportunity
Currently, there is no product that pulls all the disparate sales data into on centralized experience. This was the calling for Highspot to revolutionize this by building a centralized product UX that bridges Highspot and sales data into one location, surfacing relevant insights that show influenced revenue, which leads to closing deals faster.
// Personas
Highspot’s core personas has been the Sales enablement team, Marketing, BDRs, AEs and others within the sales org, but for Engagement, this was a chance to deepen the reach with the sales team as well as capturing the attention of sales leaders. The two primary personas for this are Account Executives and Sales Leaders.
Account Executive
The AE currently uses Highspot to so for them, this will be an extension to what they’re already doing in the product today.
Common JTBD
Manage, find, and plan for content to be shared with their opportunities
Maintain healthy engagement for accounts and close deals quickly
Have visibility on all the different states and stages of the opportunities they manage
Sales Leaders
Sales Leaders is a new opportunity for Highspot to extend their reach and meet leaders where they are today,.
Common JTBD
Driving a healthy pipeline with their team
Ensuring the team is equipped for any discussion
Reviewing their teams opportunities
Participating in “above the line” conversations
Coach and mentor team
// Engagement
Engagement was a new initiative and the first time bringing ML/AI into the strategy. The new value prop was centered around buyer activity that bridges Highspot and CRM data into a centralized product UX. Through a unified experience, that activity data can illuminate influenced revenue based on their engagement with sales teams and content. In turn, providing sales teams with the right strategies to tell the right stories, at the right time.
// My role
The initial part of my role was to ramp up my understanding of the company, vision, industry, and product. Getting up to speed as quickly as possible, I started throwing together ideas based on what I was learning to develop a stronger perspective along the way through research, design and experimentation.
After getting some high-level directional designs in place, the additional part of my role was to evaluate the next set of hires for Engagement. While moving the discovery forward with the team, I was hiring for two additional designers to join the fun.
Over the course of two months, I hired on a Sr. Product Designer and Mid-level Product Designer. The goal for these two hires was to elevate the Sr. Product Designer to become the design lead for the Engagement team over time.
Directional Sketch UX
// Engagement Designs
// Key outcomes
Over the course of my time with Engagement, we were able to launch a beta program to gather insights on the product viability, value, and opportunities ahead. Along with the program, we were able to pitch and sign deals with customers ahead of the launch of the product.