How Kantar Accelerated Global SaaS Growth Through Commercial Alignment
A traditional consulting organization evolved its SaaS go-to-market motion through sales enablement, funnel governance, CRM adoption, and global engagement programs.
My role
Global Sales Enablement & GTM Transformation Consultant
Result
30% annual revenue growth, 200 sales professionals engaged globally, improved funnel visibility, and platform revenues surpassing $100M.
Company
Kantar (a WPP and Bain Capital company)
Industry
Market Research & Consulting
Category
Scaling
Execution
Situation
Kantar was expanding its SaaS platform business but relied heavily on traditional consultative selling practices. Pipeline visibility, sales enablement, CRM adoption, and GTM consistency varied across regions, making scalable growth difficult.
Shift
- Prioritized target industries and accounts
- Refined value propositions and outreach approaches
- Introduced funnel reporting and performance governance
- Delivered sales enablement based on Winning by Design principles
- Launched global engagement initiatives to drive adoption
- Supported CRM transformation and Salesforce scoping activities
Result
- 30% annual growth achieved
- Platform revenues exceeded $100M
- 200 sales professionals actively participated in enablement programs
- Improved global visibility into pipeline performance
- Increased adoption of scalable SaaS selling practices
Defining moment
To improve adoption without large budgets or dedicated resources, we launched the "Kantar World Cup," a global sales competition that brought together teams from multiple countries. What began as a simple gamification initiative evolved into a highly visible enablement program that united sales teams, encouraged best-practice sharing, and accelerated adoption of new commercial processes across the organization.
