The Business Challenge
DFIN’s transformation started with creating a software solution and restructuring as a SaaS Fintech organization. “Early on, we had to make decisions around structural changes on what we were selling, how we were supporting that, and what forward motions would move us toward a software solution,” explains Craig Clay, President of Global Capital Markets, DFIN.
Changing its offerings required updating the messaging around value drivers and differentiators inherent to the new products. In DFIN’s sales model, multiple reps work with each account, so messaging alignment is imperative. The challenge was to align all customer-facing team members around the new sales messaging and value framework.
Deliberation and intention around the change to SaaS proved successful. “All of our clients made the journey with us. The net result is a stronger go-to-market, a larger client base, and, most importantly, alignment around how our clients want to work,” Clay says.
Changing that business mix also meant changing the sales and go-to-market culture. “That’s how we came to know Force Management,” says Clay. “Our company had not been focused on sales training in the past. Most of our folks are very accomplished and successful. Part of our challenge was building the belief that what we are doing is investing in our sales professionals, investing in their skill sets, investing in how they go to market, and most importantly, how they make more money.”