One of the world's most popular audio streaming subscription services with more than 602 million users. This socially relevant brand seeks to unlock the potential of human creativity enabled by its top down ‘entrepreneurial’ business culture.
At the start of 2019 EMEA ad revenue achieved from the new ‘Spotify Podcast Ads’ product was on an upward trajectory. It had been a hard but successful year powered by 2020 stretch targets. Monthly active users were growing, podcast titles and consumption rates were on the rise.
Then Covid hit and the world changed - but ambitions and targets held firm. The ad sales teams needed to adapt fast and navigate through unchartered conditions to deliver business goals. No easy feat. Discover how Spotify empowered 100 key EMEA ad revenue generators.
We began working with Spotify in 2014. In 2020 we were invited to partner with the EMEA sales & enablement team and together we co-designed a solution that would rapidly empower those responsible for revenue generation through targeted development, adaptation and upskilling.
Using our Less Friction, More FlowSM process of collaborative discovery, radically honest and purposeful conversations we arrived at awareness, understanding and clarity - enabling us to deliver a tailored 3 pillar programme, aimed at 100 delegates across 3 levels (Account Directors, Client Success Managers/ Strategists/Creative Solutions, Sales Planners) and 6 EMEA markets (Italy, Spain, France, Germany, Netherlands and UK). With engaging delegate workshop content, an online ‘on-boarding’ document, and space for challenge and collboration designed to speed the pace of transformation, and improve key ‘human skills'.
The pressurepoint programme empowered 100 of Spotify's key EMEA ad revenue generators, giving them the skills and confidence to perform better in the face of extreme challenge and uncertainty.
1. EMEA exceeded targets in the subsequent quarters significantly contributing to global revenue YOY growth of 9%
2. 90% attendance – an indicator of engagement and word of mouth recommendation
3. 4/5 rating met or exceeded for each workshop with good anecdotal feedback
During workshop sessions, group breakouts and in post programme evaluation, Spotify's team shared that they'd appreciated the intentional decision to steer away from a UK/USA centric approach, and valued the close collaboration with internal partners.
This progressed to developing key personnel across EMEA for a further 3 years ranging from account management to the heads of sales.
