Reaches Modern Buyers by Breaking Down Silos
With Todd Hanna — Global Digital Solutions Manager
75%
90%
Consolidation of Content Repositories with Seismic (from 10 to 1)
Challenge
Solution
A modern approach to sales enablement to help sellers provide a seamless customer experience.
Headquarters
Clermont-Ferrand, France
Industry
Manufacturing & CPG
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The Challenge
However, the organisation struggled to align marketing and sales teams, who were working in silos, with inconsistent communication and fragmented content management. The challenge was difficult given Michelin’s ten regional operating units, each operating under different processes and systems.
Michelin needed to provide their team with a platform to break down these silos and create a unified, seamless customer experience across their globally distributed teams. This would enable Michelin to modernise its approach to sales enablement, positioning sellers to engage effectively with contemporary buyers.
“Seismic is helping our commercial sales teams become more modern. And our use of segmented offers, the process around finding the right offers, sharing the content in a more modern way.”
Todd Hanna
Global Digital Solutions Manager
The Solution
Organising Content Effectively
Seismic allowed Michelin to consolidate its ten disparate content repositories into one centralised system, making it easier for marketing and sales teams to find and use the right content. Seismic’s platform ensured that all teams had access to the same up-to-date materials, providing consistent messaging to buyers, regardless of their region. Sales teams could easily search and retrieve content from the centralised hub, improving efficiency and ensuring they had the most relevant materials at their fingertips when engaging with buyers.
By centralising content, Michelin’s sales teams could tailor materials to the specific needs of their buyers, offering personalised solutions to modern customers who demand relevance and value in every interaction.
Breaking Down Silos Between Sales and Marketing
Seismic helped Michelin improve collaboration between marketing and sales, two teams that had historically operated in silos. Seismic acted as a unifying platform, where marketing and sales could access the same data and content. This improved alignment and allowed both teams to collaborate effectively in serving the needs of modern buyers. With a single platform for content management and customer data, communication between Michelin’s global marketing and sales teams became more streamlined, allowing for quicker, more effective responses to customer needs.
Seismic integrated seamlessly with Michelin’s CRM, ensuring customer data, insights, and content were all available in one place. This enabled Michelin’s sellers to deliver relevant content based on real-time customer information, improving the ability to engage with buyers in a personalised and timely manner. Michelin utilised Seismic’s predictive analytics to segment customers and provide tailored offers based on buyer behaviour. This data-driven approach helped sellers engage more effectively with modern buyers, offering the right content at the right time.
LiveSend and Digital Sales Rooms for Modern Buyer Engagement
Michelin leveraged Seismic’s LiveSend and Digital Sales Rooms (DSRs) to engage modern buyers in a more personalised and interactive way.
Using LiveSend, Michelin’s sellers could share personalised content with buyers in real time, receiving instant notifications when buyers opened and interacted with the content. This allowed sellers to follow up when buyers were most engaged, increasing the chances of successful conversions.
Seismic’s Digital Sales Rooms provided a personalised, centralised space where buyers could access all relevant materials. This modern approach to sales interactions allowed Michelin to offer buyers a seamless, user-friendly experience, meeting the expectations of today’s digitally savvy customers.
The Results
Modernised Sales Enablement
By using Seismic, Michelin successfully modernised its approach to sales enablement, allowing sellers to engage effectively with today’s buyers:
- 75% Increase in Content Utilisation: Michelin improved content utilisation by 75%, ensuring that the right materials were being used to engage with customers.
- Improved Buyer Engagement: Seismic’s LiveSend and Digital Sales Rooms helped Michelin’s sellers connect with buyers in a more interactive and personalised way, increasing engagement and satisfaction.
- Greater Sales and Marketing Alignment: By breaking down silos and improving collaboration across regions, Michelin ensured that its global and regional teams were aligned, offering a unified experience to buyers worldwide.
Seismic helped Michelin break down silos across its globally distributed teams, enabling them to deliver a modern, personalised buyer experience. By centralising content, improving collaboration, and leveraging real-time engagement tools like LiveSend and Digital Sales Rooms, Michelin empowered its sellers to meet the demands of today’s buyers, ensuring that they were equipped with the right tools and data to succeed in an increasingly digital world. Michelin continues to drive advancements in sustainable mobility.
