We often wonder whether digital investments will deliver quantifiable results. Countless organizations invest in social media without a clear understanding of what will constitute success. They proceed anyway, largely because small experiments carry low risk and it feels like the popular thing to do.
Martin Gagnon, SVP at National Bank of Canada, reports that we can do better than ticking the social media box. Looking beyond the superficial applications of social platforms, NBC recently transformed its wholesale sales function using digital tools. The LinkedIn Sales Navigator featured heavily in the solution, along with implementation support and coaching from ServoAnnex. (Disclosure: I am aware of this great work because I serve on the ServoAnnex advisory board.)
The digital initiative generated impressive results:
- 400% ROI within the first 10 months
- NBC sales reps using the LinkedIn Sales Navigator increased their prospecting activity and doubled the size of their networks
- The digital curriculum facilitated touch points with 500 investment advisors who now see NBC as a digital leader
The following summary provides greater detail into how NBC implemented the solution, changed its culture and drove results.
