A strong market position constrained by an inefficient sales model
Our client, a legal data & information business, wanted to accelerate growth through better cross-selling.
They had a broad portfolio of content and tools sold in a granular “pick-n-mix" manner, with no structured packages or cross-sell logic in place.
This complexity was overwhelming for sales, resulting in inconsistent product holdings across customers and generally low cross-sell rates.
They had a strong in-going hypothesis that there was significant potential to cross-sell more. The key question was how to make this happen.
Comprehensive sales audit as the catalyst for commercial transformation
Our team used a combination of in-depth market research, historical data analysis, and client workshops to gain a clear picture of customer needs.
Two key findings emerged:
First, we validated the hypothesis that there was significant latent demand to buy more from our client, with high levels of relevance and appeal across the portfolio. Critically, the primary reason customers were not already buying more was simply a lack of awareness. This gave us confidence that a simpler but more effective cross-selling approach could unlock significant growth.
Second, we found that customer needs varied widely across segments. Large law firms were relatively heterogeneous in their needs, requiring broad nationwide content packages. In contrast, small law firms had more niche requirements, focusing on specific states and practice areas. Corporate legal teams were even more diverse in their needs.
Using this insight, we built segment-level solutions: flagship packages for large law firms complemented with a dynamic offer development sales tool for small law firms, and sales playbooks for corporate legal teams.
We meticulously mapped every customer to their target package and price to back-test our solution and serve as a migration plan for sales.
Finally, we conducted briefing sessions with the sales team to ensure they were ready to sell and defend the new approaches, including hands on support with live customer renewals.
A more efficient, value-driven sales model
Following the roll-out of the new packages, tools and playbooks, the business returned to growth after several years of stagnation.
Cross-sell rates were significantly improved, and product holdings were more consistent across customers.
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