THE CHALLENGE
A large portfolio, a large salesforce, and no tool connecting them
Proximus offers a broad range of telephony, internet, television, and ICT services. With thousands of products and a large sales organization, the company was constantly looking for better ways to connect sales, marketing, and customers.
“We have a lot of products in our portfolio. We have a lot of salespeople, and we’re always looking for tools to enhance the interactions between sales, marketing, and our customers to generate leads and revenue,” says Peter Lakay, Marketing Manager at Proximus.
Without a centralized platform, content was difficult to share, hard to track, and disconnected from the selling process.
THE SOLUTION
A fresh start — not a copy-paste
Rather than migrating old libraries into a new tool, Proximus made a deliberate choice to start from scratch with Showpad. Every piece of content was evaluated, updated, and redesigned before going live.
“We didn’t want to simply copy all our libraries into Showpad,” says Lakay. “Starting fresh has allowed us to ensure that the content we have now is up-to-date. From a layout point of view, it’s very fresh, unique, and coherent. This is one of the main accomplishments we’ve achieved so far.”
The approach ensured the salesforce launched with a clean, current, and visually consistent content library — rather than inheriting the same problems on a new platform.
“The tool itself is very user-friendly and intuitive. It’s helping us boost interactions, generate more leads, and gives more insights on marketing collateral.”
Peter Lakay
Marketing Manager at Proximus
THE IMPACT
More efficiency, more effectiveness, and visibility into what works
The results showed up on two levels. Efficiency improved across both marketing and sales — content is now easier to share and more effectively converted into sales conversations. And effectiveness increased because sellers can now see what happens after a meeting: whether content was viewed, what was shared, and how buyers engaged.
“After their meetings, sales can see what happens, whether the visit was successful, and what content was shared with the customer,” says Lakay. “For us, it’s also very interesting to see what collateral is being used and where we should invest more time in development.”
The platform has also given Proximus’s marketing team a direct feedback loop — something they lacked before — to make smarter decisions about where to focus content development.