CASE STUDY

Afiniti

Empowering deeper account relationships to effect impactful business change

ABOUT AFINITI

Afiniti is a specialist business change consultancy, partnering with organisations to deliver tailored change programmes, specifically focusing on people to embed new ways of working, increase adoption and embed change. Afiniti brings change management, communications, learning, project management and creative expertise during times of business transformation, mergers and acquisitions, operational change, and process improvements. They work across a number of B2B sectors, including transport, oil and gas, energy and utilities, pharmaceuticals, logistics and construction.

BUSINESS CHALLENGE

Afiniti’s specialist teams of consultants often work across highly-regulated and asset-intensive industries where safety and compliance are critical, meaning their depth of knowledge and experience is paramount. They work in partnership with their clients as trusted advisors, truly understanding their business to deliver sustainable change in behaviours, mind-sets and working practices.

The tailored nature of the work Afiniti undertake ensures that every client and project is personalised, throughout the planning and discovery work, to strategy development and programme delivery. Having an in-depth understanding of the business, the people, stakeholders and culture, and the way the organisation operates is crucial to delivering success for Afiniti.

With a busy team of Consultants, Account Managers and wider virtual working team delivering year-on-year growth for Afiniti, their working model has been developed around account development to grow deeper relationships with their base. The importance of having a full, shared line-of-sight of their prospect and customer accounts with structure and discipline within their CRM is clear.

SOLUTION - OrgChartPlus

Afiniti worked with SalesMethods to implement and rollout Plan2Prosper and OrgChartPlus to embed and add structure to their account development and deepen their account relationships.

Their industry-specific business development planning focuses on new and dormant accounts and is often mirrored to changes within those industries, when they go through more buoyant periods. Building out targeted data for demand generation programmes is a key part of the Sales and Marketing engine, ensuring campaigns designed around the specific sector focus are as relevant as possible for the audience.

OrgChartPlus allows the full team to work on a collaborative org chart for any given account – from the base level foundation of understanding the often complex multi-functional organisational structure and key target stakeholders, to the continued development of the visual map as the relationship grows. Managing Consultants are able to keep a big picture focus and have a full visual map of the account and its’ relationships.

SOLUTION - Plan2Prosper

With existing customers and larger accounts, using a living, breathing account plan and an out-of-the-box structure and methodology with Plan2Prosper has given Afiniti the discipline and rigour they were seeking. Their overall account strategy is easily chunked up, the areas of focus are defined and both team and individual actions and activities are tracked and assigned – enabling the wider team to have visibility and manage their own tasks. It’s also key for the team to build trust with the accounts they’re working in, so having optimal visibility for the full team has been vital.

TESTIMONIAL

“Account development outside of Salesforce isn’t fully effective and sustainable – with SalesMethods tools, we’ve got clear structure to understand our opportunities and grow our accounts - everything is linked and measurable. It makes a real difference using tools that have been designed with sales expertise.”

Lorna Tarrant
Partner
HIGHLIGHTS

Rewarding account growth

To support Afiniti’s work on relationship management and reputation, the native Salesforce tools have enabled Afiniti to grow one account in recent years from 1 initial project to now a large account for the consultancy, with over 10 live projects.

Relationship map success

The ability to understand the landscape of the relationship, build up and manage the working relationship in a visual way, has been a core part of the account success.

Shared team visibility

It's key for the team to build trust with the accounts they’re working in, so having optimal visibility for the full team has been vital.

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