Referentiecase Reliance - Het sales playbook voor 80% conversie
80% conversion rate with this playbook
Reliance quickly grew into a group of 9 MSPs. But commercially, it remained fragmented. From a piecemeal approach to a unified strategy. With the NextGen Security Playbook, the conversion rate rose to 80% and ARR grew.
Business challenge
The business challenge was clear: recurring revenue had to be generated within six months of selecting a new security platform. But there was no clear strategy, and how could the desired ARR be achieved in such a short timeframe? That’s why the Next Gen Security Playbook was developed in collaboration with StoryYo.
“In the MSP world, margins are tighter, so we had to figure out how to offer our services more efficiently.” — Dave Tol, Chief Revenue Officer - Reliance
messaging
Answering the most important questions on colleagues' minds through an internal video newsletter
customize
Conveying a highly personal message in a scalable way How can you do that effectively?
adoption
Getting multiple teams aligned on internal and external messaging
Problem
Within the group, everyone worked in their own way. Different teams, different stories, different approaches. The challenge wasn’t in the plan, but in its adoption. How do you ensure that multiple organizations understand and believe in the same story and convey it to customers in the same way?
Solution
StoryYo was brought in to design the playbook with the goal of selling more quickly and effectively to existing customers who already had a security stack in place. The role of thought leadership played a key role by approaching sales from a different perspective. The challenge, therefore, lay not only in developing that commercial playbook , but also in recognizing that it all starts with a solid internal adoption plan.
- Sales playbook you’reA sales playbook for the NextGen security campaign, supported by video.
- Adoption PlanThrough interactive sessions, a pub quiz, and more than 15 colleagues who made videos to show their commitment.
- Sales PlanA video pitch that salespeople have used to send over 100 personalized videos.
Benefits
Impact
Video proved to be a powerful tool for bringing abstract plans to life. Instead of just documents or presentations, colleagues and clients were presented with a clear and relatable story. This fostered greater engagement within the organization and made it easier for account managers to convey the story to clients.
The combination of the playbook and the use of video ensured that the campaign was adopted more quickly within the organization. Teams gained a better understanding of the objective, how they could contribute, and how they could get customers on board with the new proposition. Video played a key role in this by making the vision and approach visible and easy to understand. The first wave of the campaign also yielded immediate results. While it was initially estimated that three or four out of ten customers would sign up, 80% of the customers approached ultimately accepted the proposition.
playbook
A playbook that helps the organization sell in a predictable and results-driven way
adoption
A widely embraced vision that assigns a key role to video in both internal and external communications
conversion
An 80% sales conversion rate over a 6-month period in three phases
Lessons learned
The most important lesson from this process is that a business plan only works when people understand and believe in it. Thought leadership and a good video marketing strategy help make complex changes visible and relatable. Especially in organizations with multiple teams and companies, this accelerates adoption and ensures that everyone is telling the same story. When strategy, playbook, and video come together, they create a powerful combination that not only provides direction but also drives action.