How Acosta Boosted Quota Attainment by 70%

A New Sales Enablement Organization Finds Its Footing

When Acosta Group piloted Highspot, it was simultaneously piloting enablement as an internal function. “Sales enablement was a new position at Acosta when I came in two years ago,” began Paul Wright, the vice president of sales enablement at Acosta Group. “Prior to that, sellers had been on their own.” The absence of a formal enablement organization gradually became a pressing problem. Marketing lacked visibility into content usage and struggled with oversight, resulting in customers receiving communications with outdated logos and inaccurate information. “Every little micro team had their own SharePoint site,” explained Wright. “There was no version control.”

Lacking insight into content usage and engagement, the newly created enablement team had very little historical data to draw on, meaning they couldn’t identify high-performance assets with any degree of certainty. As they assessed their needs, these insights became a key priority. “We picked Highspot so we could get the advantages of the engagement metrics,” shared Wright. Access to internal usage data would be huge for the team, helping them boost engagement with enablement programs and drive sellers to the content that worked best in the field. 

The team also sought to resolve an equally pressing problem: CRM adoption was incredibly low, which made it difficult to assess pipeline health and opportunity stage. “Sellers were keeping track of their pipeline on notepads, in OneNote, or in other places that were not consolidated,” continued Wright. “We had no visibility whatsoever.” To hold sellers accountable for driving a more robust pipeline, they would need better insight into deal status — something that could only be accomplished if sellers regularly used their CRM. As Acosta Group built an enablement function from the ground up, it chose Highspot to put much-needed data at its fingertips and, in doing so, help the business more rigorously pursue revenue.

Equipping Sellers for Go-To-Market Success

Acosta Group kept sellers in the loop during every stage of the implementation process. With strategic input from across the organization, it designed a Highspot instance that served users the content they needed in a way that made sense to them. “Our team decided to create a service catalog,” explained Wright. “Each service we provide would have its own Play. Instead of a 35-slide capabilities deck, we had a three- to five-slide overview of a particular solution.” Readily available content and guidance enabled sellers to more confidently sell Acosta Group’s suite of services — and do so more efficiently, restoring 15 hours of selling time per week. 

Now, sellers are maximizing their time and using new avenues for personalization to streamline buyer engagement. “We created a Spot where we upload all of our client logos so we know reps are sending ones that are right-sized and correctly formatted,” added Wright. “We created that to make it easy to put Digital Rooms together.” After seeing early success with this approach, the team is incorporating new features like AutoDocs to help sellers personalize the buyer experience at scale. “Right now, we are putting together a pilot program for AutoDocs for our users,” said Wright. “We are truly building that runway while the plane’s going down it.” 

With white-glove engagement capabilities, Acosta Group’s sellers hit the field more effectively. Now, each time sellers send an external share or Digital Room, that activity is automatically related to the relevant opportunity record in the CRM, improving visibility into how outreach influences pipeline. Executive reinforcement has only amplified this impact. “Our vice president of business development is one of our loudest champions,” noted Wright. “He wants all the content that goes to a prospect or a client to come out of Highspot.” As a result, Acosta Group has unified analytics to hold sellers accountable for driving pipeline. “We went from a virtually non-existent Salesforce pipeline to a robust pipeline,” enthused Wright.

Frictionless Sales Help Build a Robust Pipeline

With Highspot, Acosta Group restored lost selling time and enabled sellers to transform those time savings into revenue. Now, sellers have the tools they need to sell with confidence and do so at a pace and level of rigor that would have once felt impossible. “We have improved our quota attainment and win rate, and Highspot has really been a part of that,” praised Wright. Since implementing the platform, quota attainment has risen by 70% and win rate has improved by 50% — achievements driven by the enablement team’s efforts to reimagine how Acosta Group’s sellers go to market. 

New investments in Highspot Copilot will only amplify this impact, helping Acosta Group create an efficient, AI-powered engine for driving reliable revenue growth. “We have all the AI features available in Highspot right now turned on for our users. I’m a firm believer of letting AI do the things it can do so that I can do the things it can’t,” noted Wright. “AI is such a powerful tool that we’re truly as a society just scratching the surface of what it can do.” As Acosta Group’s strategy takes shape, new business outcomes await — achieved with the support of a partner that can evolve alongside it.