With more than 217 million active users, Spotify is the biggest and most popular audio streaming platform around the globe. 10% of their revenue stream — almost 542 million euros in 2018 — is based on selling campaigns and ads in the shape of banners, video and audio. These ads are then being used in sales presentations for new leads.
But creating presentations can become very time-consuming. Definitely when your assets are stored across devices and fragmented among different files and folders.
To facilitate the sales teams better and improve their operational efficiency, we built a global ad library that stores all existing ads. Making it possible to create sales presentations within minutes, instead of searching and designing for hours. By now, our solution saved Spotify already +13.000 man-days.
A consistent and on-brand message is crucial since multiple people are involved in every B2B sales deal. But the more than 200 sales representatives at Spotify all used to have their methods to create presentations. The storage of the different sales ads was fragmented and searching for the right assets was very time-consuming. As a result, manually creating a sales presentation usually took 4 to 8 hours. On top of that, there was no uniformity (in both content and visuals) in the presentations that were being created.
Spotify asked November Five to create a new digital ad library, in order to optimise the sales process and eventually improve the operational efficiency.
We explored different possibilities to store the ads, but also implemented a remarkably efficient process to search the database.
To make this sales tool more powerful, we integrated Salesforce into the ad library. That enabled us to sync information such as advertisers and contact details to the platform. The large number of existing assets made it important to have an extensive search function, and the opportunity to cluster assets per campaign and brand.
To create uniformity, we added the possibility to export straight from the ad library to a powerpoint-file or PDF. That way, every sales representative around the globe would use the right, uniform and Spotify-branded presentation. On top of that, we created attractive and mobile-optimised templates that take both design, structure and text density into account.
Today, the ad library contains more than 150.000 ads, and 14.000 different presentations have been successfully exported. Talking about raising the operational efficiency.