Nudge-tech case study: IPG (Sales Reps)

Packaging industry leader Intertape Polymer Group^® (IPG^®) made a significant investment in its sales playbook. In order to ensure reps consistently leverage the playbook, IPG uses q.MINDshare as a weekly reinforcement strategy. This keeps best practices and important product knowledge top-of-mind with sales teams. Prior to Q, rep’s baseline understanding of products and playbook strategy was less than 60%. Now, by engaging in weekly reinforcement with Q, it’s 96 percent.

Each quarter, marketing partners with sales enablement to stage and deliver a weekly review session to North American sales reps and managers. These 5-minute reviews are delivered every Wednesday and include tips, videos and interactive questions. Sometimes questions focus on proper use of the sales playbook (built using SAVO). Other times, Q quizzes sales staff on specific product knowledge, markets, important changes and use cases.

Each mini-test includes links to relevant playbook resources to continuously remind reps of the tools they can use on sales calls. Incorrect responses create a “teachable moment” where Q provides an explanation so reps learn the correct answer in context. More importantly, Q adapts future review sessions to the needs of each individual rep until they master each concept. Each time a question is properly answered, the improvement in learning retention is recorded, giving IPG management feedback on mastery of the material and providing insights into coaching opportunities in areas most at risk.

IPG successfully interweaves sales enablement with Q’s learning reinforcement and change management capabilities. With a better understanding of the resources available on SAVO and how to leverage them, and with greater product knowledge, IPG’s sales reps are more effective in moving customers and channel partners through buying cycles. Furthermore, marketing’s investment in the playbook is easier to justify since sales teams are actually using the system effectively.