Overview
The State of Sales Productivity document serves as a comprehensive benchmark report, providing actionable insights and key metrics to empower sales teams and leaders. Designed to address industry challenges and trends, the document is a go-to resource for driving productivity and achieving sales excellence.
My contributions spanned the campaign's lifecycle—from pre-launch to post-launch, over an 8-month period.
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Developed the Benchmark Report: I designed the primary benchmark document, a pivotal resource for the campaign, ensuring it resonated with the target audience.
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Collaborated on Promotional Assets: Partnering with the marketing team, I developed all promotional assets, including visuals and content, tailored for each campaign phase.
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Crafted Quick-Read Nuggets: To enhance engagement, I broke down the benchmark document into smaller, easily digestible formats for quick reads.
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Web Page Asset Development: Working alongside a web developer, I designed all assets for the promotional webpage, ensuring a seamless integration of visuals and user experience.
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End-to-End Ownership: I managed the entire design process independently, coordinating with stakeholders to deliver a cohesive and impactful campaign.
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Tools: Adobe Illustrator, Adobe Photoshop & Adobe InDesign
Timeline: 8 months
Role: Design Project Lead
Outcome: This effort resulted in over 250,000+ asset downloads which led to a unique sales pipeline, making the campaign a resounding success.
Take a look at the report
To ensure the State of Sales Productivity report aligned with company guidelines and resonated with the target audience, I collaborated closely with multiple stakeholders, including marketing, content strategists, and leadership teams.
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The process began with a series of discussions to define the tone, style, and overall vision for the document. I presented several design themes, each incorporating options for cover pages, section breaks, and internal layouts. Each design was crafted to reflect the company’s brand identity while enhancing readability and visual appeal.
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Once the theme was finalized, I created over 100 custom icons and visual assets to serve as visual aids throughout the report. To ensure these visuals effectively supported the content, I collaborated with content writers to identify key points and priorities, translating complex ideas into intuitive and engaging graphics.
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Feedback from stakeholders was integral throughout the process, guiding refinements until we arrived at the final design theme. The selected theme, combined with strategic visual elements, effectively balanced professionalism with engaging visuals, setting the stage for a cohesive and impactful benchmark report.
Pre-launch
The pre-launch phase of the campaign included the creation of diverse promotional assets tailored for the NA and EMEA regions. These included visually engaging social media ads, custom email signatures for employees, and email banners designed to generate excitement. Each asset was strategically aligned with the design and messaging of the benchmark report, encouraging clients and prospects to sign up for the report's official launch.
Launch
The launch campaign was strategically divided into three phases to maximize engagement and reach. Each phase was carefully designed to promote the benchmark PDF while maintaining consistent messaging across platforms.
Phase 1 - Launch Ads
For the initial phase, I created targeted launch ads for NA and EMEA regions, highlighting bite-sized information from the PDF. These ads aimed to generate curiosity and drive traffic to the campaign webpage.
Phase 2: Webpage Development
In this phase, I designed the wireframe and prototype for the campaign’s promotional webpage, collaborating with a web designer to ensure seamless execution. The ads directed viewers to this webpage, where they could download the PDF and explore its key takeaways.
Phase 3: Chapter Promotions
The final phase focused on promoting individual chapters of the PDF throughout the year. By breaking the document into thematic pieces, this phase kept the campaign relevant and engaging, extending its impact over time.
