Apptio Uses Highspot to Align Its Go-to-Market

High-growth SaaS company implements Highspot to unify its GTM and sales enablement efforts to create company-wide cohesion.

Challenge: Inconsistent Content, Buyer Message, and Sales Performance

Apptio builds SaaS applications that help IT and finance leaders manage, plan, and optimise technology investments. The company grew its business by empowering sales territories to operate as “franchises” so regional sales teams could develop individual approaches in order to maximise the local market opportunity within their regions.

This “franchise” approach, while instrumental to driving Apptio’s market expansion and growth, also resulted in inconsistency of sales methods and a lot of improvised, widely dispersed sales content. Apptio’s marketing and sales teams had no ability to ensure customer messaging was accurate, consistent, current, and — most importantly — effective.

Apptio’s complex product-market dynamic, featuring multiple products, multiple buyer personas, and multiple customer segments, compounded these issues. It was difficult for sales reps to know what content to use for any given customer conversation, let alone find the most current and up-to-date versions of content using internal file shares.

As a result, content was either highly customised by each rep for every sales engagement or, on the other extreme, stored on rep’s local drives and not regularly updated.

As Apptio’s growth accelerated, company leadership recognised the need to scale in a more programmatic and predictable way. They were looking for:

  • A consistent experience across all of sales and marketing touch points
  • A unified location where customer-facing roles could find all authoritative, relevant, and up-to-date content
  • Powerful search functions that surfaced relevant content based on buyer scenario and opportunity profile
  • The ability for sales presentations to be automatically created based on the opportunity profile
  • A scalable, easy-to-integrate tool that played well with other tech investments
  • Improved content ownership that would allow publishers to easily merchandise their content in multiple areas depending on the audience they are trying to reach

Industry:

Technology

Employees:

900+

It became clear to us that we really needed to improve the way we were supporting our sales reps and sales leaders. When we looked at Highspot, we were blown away by the intuitive way reps could discover content using Spots instead of folders. Highspot's powerful and accurate search was another major selling point, because we knew from past experiences that if search doesn't work, reps won't use it.
Sean GoldieDirector of Sales Enablement, Apptio

Solution: Highspot Intelligently Surfaces Relevant Content

Even though there was more than a year left on Apptio’s existing contract with the competitive solution, they made the decision to bring in a new solution as soon as possible. They chose Highspot due to its intuitive interface, powerful search capability, and proven record of sales adoption.

In addition to Highspot’s sales use cases, Highspot’s Spot architecture provided the Apptio team with a better way to organise and manage content. Furthermore, Highspot delivered easy integration with Apptio’s other technological investments, including Salesforce, Allego, Outreach, and SharePoint.

Another major selling point for the Apptio team was Highspot’s SmartPage™ technology. These dynamic, interactive pages would allow Apptio to create relevant sales guidance and be able to evolve and adapt guidance over time without extensive overhead. Highspot SmartPages™ addressed a major gap in previous solutions with core sales enablement scenarios like sales plays, sales communication, and sales training.

It's not enough for reps to be able to find content. In order to truly enable sellers and other customer-facing roles, we have to be able to provide guidance around how to effectively use content. Highspot's SmartPages™ give us a huge advantage by being able to create guidance on the fly without having to have any technical expertise.
Adriane MaronSales Enablement Manager - Communications & Content Strategy, Apptio

Results: Integrated, Scalable, and Intuitive Sales Enablement

One major concern for the Apptio team in bringing in Highspot was how much time would be lost to teaching the sales teams a new system. In just a few weeks, the Highspot professional services team had configured Highspot and the Apptio enablement team was ready to roll it out to their sellers.

Highspot’s powerful search, intuitive interface, and integration with existing systems like Outlook, Salesforce, and Outreach helped drive rapid and consistent adoption by Apptio sellers and other customer-facing roles.

Highspot also gave the Apptio product marketing and sales enablement teams an early win at their sales kickoff event, which took place only weeks into their rollout. Apptio was on a tight deadline to introduce new sales plays to the field — a combined effort between the enablement and product marketing teams. With Highspot SmartPages™, the teams were able to collaborate and build dynamic and interactive plays that included sales guidance alongside sales content. Using Highspot, they demoed the new sales plays on stage at the sales kickoff and used them to conduct interactive role playing sessions with the sellers to orient them with the new plays.

When we look at sales enablement success, we look at time to first and second deals, and we look at what assets in Highspot are resulting in the most successful sales engagements. With Highspot, we know that good reps are using it much more than reps that aren't succeeding, and that helps us know where to focus.
Sean GoldieDirector of Sales Enablement, Apptio

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