Putting Media Training Into Action
/20/
Media Interviews
/8/
Tier-1
/12/
Broadcast/Podcast
/100M+/
Total Impressions
Situation
Salesloft, a revenue tech company that achieved unicorn status in 2021, sought to elevate its media presence from trade coverage to top-tier business press and broadcast media as it approached its next phase of growth. They enlisted Matter to enhance their media relations efforts and mobilize their capable spokespeople amid a couple key challenges: 1) A major product launch and acquisition moved Salesloft from the sales engagement category to a category creator for revenue orchestration platforms. 2) A bench of knowledgeable executives wanted to up-level their media skills for high-stakes media opportunities. Salesloft sought a firm with robust media relations expertise and a comprehensive media training program that could prepare their spokespeople with best practices for media engagement and message delivery.
Strategy
Matter and Salesloft hit the ground running, working together to develop a compelling story that would resonate with the media. The Matter team knew that developing a strong bench of spokespeople would elevate Salesloft's media journey, so the comms team could feel confident that executives were well equipped to amplify the brand’s message. We leveraged our strong media training offering to ensure they were prepared to engage with Tier 1 media about the company POV on the market and their business trajectory. Matter developed individualized media training materials for 10 members of their senior leadership team, including the CEO, CFO, CRO and CPO. Each training was personalized around an executive’s upcoming media appearance – focusing on either traditional editorial, broadcast, or podcast interviews.
Results
This prep work paid off. Salesloft has had the opportunity to spread the word about the groundbreaking moves the company has made to become the leader in revenue orchestration and power durable revenue growth for the world’s most demanding companies. Its executives have participated in more than 19 unique opportunities since the start of the engagement, including over 12 broadcast/podcast appearances May 2023 – June 2024. This allowed Salesloft to take control of the ongoing discussion about what the future of sales will hold. Matter has been successful in securing a steady drum beat of interviews in both trade and national publications including Nasdaq Listings', Nasdaq Floor Talks, Forbes, Inc., The Wall Street Journal , CNBC, Diginomica, Revenue Driven CMO Podcast, DataFramed Podcast, and more. Of the 19 interviews, 95% converted to coverage.