Commercial reset for a print-led publisher

A specialist B2B publisher had built its business around print advertising and single-title relationships. As advertising budgets shifted towards digital channels, enquiries slowed and the commercial team lacked a consistent, repeatable way to generate new business.

There was no shared record of prospects or conversations, digital products were underused, and the website no longer reflected what the business had to offer. Commercial activity depended on a small number of long-standing contacts rather than a structured pipeline.

We started with the offer rather than the sales activity. The publisher already had digital editions and branded apps for Apple and Android that were not being actively sold, so we brought those into the core proposition alongside print, giving the sales conversation more than one product to work with.

A CRM was introduced so every conversation, follow-up and opportunity had a home, replacing memory and inboxes with a shared pipeline the whole commercial team could see and act on.

The website was refreshed to present the publisher as a modern, multi-platform media business, and outbound new business activity was restarted against a clear six week sales target.