How PagerDuty Increased Digital Room Adoption by 46%

New market dynamic reveals undiagnosed gaps

It’s just a fact: Selling never gets easier. In fact, large buying committees and purchase-shy prospects are only making it harder. Like many organizations, PagerDuty took notice. “One of the biggest challenges our reps face is getting to the right buyer,” began Lisa Brown, senior instructional designer at PagerDuty. “In today’s buying environment, decisions often involve multiple stakeholders across different levels of an organization.”

Recognizing that these new obstacles wouldn’t disappear on their own, PagerDuty’s enablement team set about identifying solutions. In the process, they uncovered two crucial gaps in their enablement strategy—both of which traced back to limitations in their previous enablement solution. 

The first gap they identified was in their data. More specifically, in their ability to glean essential insights from it. Their previous solution offered limited analytics, which were parsed via a third-party tool. It was difficult to create custom views and especially challenging to take action at scale. The team was stuck in a cycle of reactivity—one they couldn’t escape without more robust analytics. “We made the switch to Highspot to move beyond just responding and create a motion that was more proactive,” added Brown. 

With stronger analytics, the team could architect more proactive and strategic programs. Once those were in place, they could address a second gap and help reps engage today’s buyers in a meaningful, personalized manner. “Digital Rooms represented a new way to engage with customers more personally,” contextualized Brown. “But looking at the data from our former platform, over 90% of our current field reps had never touched a Digital Room.” 

Knowing that these gaps wouldn’t resolve themselves either, PagerDuty decided it was time to make a change. Reps needed to reach today’s buyers effectively. The enablement team needed a line of sight into what worked and what didn’t. None of it could be achieved with a disjointed platform. 

Thoughtful rollout drives Digital Room adoption

When PagerDuty’s enablement team implemented Highspot, they had a clear vision: Overcome the cycle of reactivity and create a proactive, insight-informed strategy for engaging modern buyers. The new platform made it possible. Natively built analytics surfaced insights across the full scope of enablement activities. In turn, those insights fed the team’s strategy. “We’re not just filling a library with content and removing what’s outdated,” shared Brown. “We’re looking closely at what the data is telling us, so we can partner with leadership to create more meaningful enablement.” 

And that’s exactly what PagerDuty did. The team’s first initiative was to reimagine buyer engagement. “We’re incorporating Digital Rooms into the deal strategy, especially for complex sales and renewal motions in which relationship building is especially critical,” noted Brown. The team recognized the value of Digital Rooms but needed to ensure reps did as well.

To drive adoption, they designed a workshop to build confidence and buy-in. “The workshop began with an overview of what Digital Rooms are, why they matter, and how they support the buyer journey,” explained Brown. In addition to landing the value, the workshop also offered granular guidance. “We covered best practices and how to use metrics to guide further engagement with customers,” continued Brown. “I walked through a demo and, most importantly, allowed for hands-on practice in a safe, non-customer-facing environment.” 

This strategic approach to driving adoption was a success. Soon after, reps shared over 300 Digital Rooms with prospects and customers and drove a 46% increase in Digital Room adoption—a direct result of the team’s intentional strategy. “The combination of education, practice, and action made our rollout feel approachable and immediately applicable for the field,” enthused Brown. With Highspot, the team built a foundation for the future. And reps feel the difference—since implementing Highspot, recurring usage of the platform has reached 79% and is only rising.

Digital Rooms transform obstacles into opportunities

PagerDuty switched to Highspot to resolve clear gaps in its previous system. Already, its enablement team has achieved that and more: They have achieved a 130% improvement in Sales Play adoption—miles ahead of their previous solution. “Highspot is making it easier for reps to get what they need, when they need it, so that they can focus on building relationships and driving results with their customers,” explained Brown. 

That’s exactly what’s happening. Heightened Digital Room adoption has improved buyer engagement tactics across PagerDuty’s sales force, and it’s changing the way reps go to market. “We see Digital Rooms as a way to gain visibility, create momentum inside the customer’s organization, and drive more strategic engagement with potential customers or existing customers,” added Brown. “We’re using them to open up the buying committee.” 

For PagerDuty, the choice to switch was the right one. In partnership with Highspot, it turned market complexity into a competitive advantage. Now, reps are reaching deeper into accounts, accelerating deal cycles, and winning over even the most hesitant stakeholders.