The Challenge
Overcoming Training and Learning Challenges through Revenue Enablement Transformation
Jostens, founded in 1897 by Otto Josten, has become synonymous with class rings, yearbooks, graduation caps and gowns, diplomas, and other recognition products. In 2016, Jostens faced significant challenges in organising seller training, learning, and development processes. The absence of a streamlined system led to scattered content across shared platforms, hindering practical training and onboarding.
“I have been a part of Jostens for over 35 years, beginning as a salesperson and eventually progressing into management positions. In 2016, I took on the responsibility of revenue enablement to address a gap in our enablement organisation. At that time, we didn’t have an enablement system and relied on outdated information and procedures.” Mark Bussell, Senior Director of Revenue Enablement at Jostens, has been at the helm of this evolution, witnessing and spearheading the company’s journey. As part of this evolution, Jostens embarked on a digital transformation journey to optimise operations and foster revenue growth.
The company relied on outdated systems like shared Dropbox or SharePoint for information dissemination and training materials. Mark identified the critical need to evolve their approach, transforming scattered information into an organised, accessible, impactful enablement strategy.
Recognising the need for a robust partner, Jostens turned to Seismic to enhance its training and onboarding processes. Initially focusing on content management with Seismic’s platform, they transitioned to viewing learning as a year-round process. This shift allowed them to establish an ecosystem that integrated seamlessly into daily field operations.
Mark Bussell
Senior Director of Revenue Enablement
The Solution
Transforming Jostens’ Sales Ecosystem into ‘The Hub’
Jostens conceptualised a centralised hub, offering sales teams easy access to marketing collateral, talk tracks, practise, and learning resources. The goal was to empower representatives by providing them with a one-stop destination for essential resources, enhancing efficiency and performance.
“We asked ourselves, how do you create a process that sticks and becomes part of the daily habits and activity within the field? The hub was where somebody would go daily and find training, customer-facing content, and approved marketing collateral to share on social media, all simultaneously in a central place,” said Bussell.
Jostens began its transformational journey with Seismic Learning, gradually evolving to embrace Seismic Content capabilities. Seismic acted as a unifying force, integrating various standalone platforms, including Salesforce, to create ‘The Hub.’ This centralisation streamlined access to marketing collateral, talk tracks, practise materials, and learning resources, revolutionising how Jostens engaged with its representatives and consumers.
As the enablement headcount expanded, Mark turned to Seismic to centralise operations for the team and support enablement efficiency and ROI, doing for enablement what they had done for their sellers. “Seismic’s Enablement Planner has given us a centralised content planning, scheduling, and tracking hub. It’s like having a unified vision board for our team, streamlining our processes, and providing a shared perspective, which has been incredibly efficient and effective,” says Bussell.
Mark Bussell
Senior Director of Revenue Enablement
Creating Memorable Customer Experiences with Digital Sales Rooms
As Josten’s matured in their enablement journey, they turned to content delivery methods with Seismic facilitated by Digital Sales Rooms (DSRs), acting as microsites that enabled personalised and precise content delivery to customers.
“Digital Sales Rooms have transformed our sales approach, extending our selling window and offering a personalised, interactive experience for our customers, revolutionising how we engage and deliver value,” said Bussell.
The strategic use of DSRs empowers the sales team to have more meaningful and tailored interactions with potential buyers. Jostens’ adoption of Digital Sales Rooms underscores their commitment to leveraging innovative digital tools to enhance customer engagement, drive sales effectiveness, and provide personalised experiences to their consumers to continue to stand out from the competition.
The Results
Consolidating the Tech Stack and Driving $2.6M Seller Efficiency Savings
By unifying disparate systems, streamlining content delivery, and fostering a culture of change and learning, Jostens has set a trajectory for continued success and adaptability in an evolving marketplace. Mark emphasises enablement planning, securing stakeholder buy-in, and prioritising the end-user experience as key drivers for revenue enablement success. With the Seismic platform, Josten’s team of 500 sellers saves over 33,000 working hours yearly, translating to $2.6M in efficiency savings.
“Through our strategic shift towards aligning activities and resources with revenue performance, we’ve witnessed tangible outcomes: expanded sales, increased representative capacity, and enhanced customer engagement. Seller engagement is a pivotal measure of success, showing the irresistible appeal of our centralised enablement hub with Seismic,” said Bussell.
Seismic has transformed how Jostens operates and cultivated a culture of adaptability, learning, and unified operations, making it a cornerstone in the company’s pursuit of efficiency and revenue growth.
