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by Tim Hughes | @Timothy_Hughes | LinkedIn

It’s two years since Adam and I started Digital Leadership Associates (DLA) and everyday we are achieving our purpose, which is to change the world.

I was very lucky to work on a sales transformation at my last company where we took 2,000 sales people and 2,000 pre-sales (Sales Consultants) across Europe through a digital transformation and sales transformation. As a business we had seen massive, and I don’t use that word lightly, massive changes in the sales process. As a traditional “On Premise” software company we had to to pivot the business to being a SaaS/Cloud company. We saw sales cycles drop from 18 months to 8 weeks (the shortest sales cycles in Public Sector!). And new empowered buyer…I recall somebody from the Human Resources (HR) team coming back into the office and saying “that was a tough meeting, the client knew more than I did.” No shit Sherlock!

A great experience to draw upon when we set up DLA.

So what have we achieved?

I’m pleased to say that every client is using social to sell and Adam and I have been lucky that we are able to work with clients that want to make a difference in the world, and they do.

Some highlights:-

  1. Client that made 150% uplift in 2 months.
  2. SAP that are public saying that have created €1 Billion in pipeline
  3. Salesperson that got a $1 Million deal at only our second session.Anybody that tells you social selling takes a long time, does not what they are talking about!
  4. Loads of meetings with CEOs of companies through using social.
  5. Sale of two $300,000 all terrain vehicles and $1.4 Million of pipeline through one of our North American reseller clients.
  6. A client saving £45-60k in recruitment fees within two days of starting a project with us

Not bad considering 3 years ago the cold calling gurus said there was no ROI in social selling. These are the sort of figures that most companies would love to have.

What Does This Mean? – Increased Revenue – Less Cost

We are seeing companies increasing revenues by 20 – 30%, that is new / incremental revenue. Not to be sneezed at considering many marketers are saying to us “nothing works anymore”.

Our programs also mean less cost. We are seeing Marketers spending money on Advertising, Email Marketing, Corporate Marketing, Influencer Marketing, SEO, PPC and our social program means you can reduce your reliance on paid media and reduce your budget. Where we are working with the CMO of a business, rather than the Sales Director, we are seeing budget being moved from Advertising, Email Marketing, Corporate Marketing, Influencer Marketing, SEO, PPC to social.

Social is Self Financing

Based on the ROI above you can see that after running the initial pilot for social, the revenue it generates can then be invested, creating more revenue. Certainly the innovative and entrepreneurial companies we work with see this too.

What Lessons Are There in All of This?

At my previous company we tried webinars, nothing happened. We have also been called into sort social selling programs where people have tried to do it with webinars. Surely a digital program needs a digital response? I hear you ask. No!

Further from the point. We have all sat through webinars and not been interested and read the paper, eaten our lunch, caught up with email, catch up on sleep. That’s the problem. webinars don’t active all the people and that’s why we don’t use them.

DLA provide a process that we have now proven out at both large and small companies. It gives our clients with repeatability and they can be sure of the output. Not something you can do remotely.

Proud of Our Clients

I’m very proud of our clients, I’m also very proud of our team. A bunch of committed and dedicated people and you can see that from the innovative way they use social. I’m also very proud to say that every single one of our clients has seen a return on their investment and a positive ROI.

Social selling for many has now become business as usual, but the best is yet to come.

The Future

On the 3rd of October 2018, Adam, Hugo and I publish the book “Smarketing: How to Achieve Competitive Advantage through Blended Sales and Marketing,” available on Amazon here.

This book is based on two years of research.  In the book we publish the future state operating model for sales and marketing. When Matt and I wrote “Social Selling – Influencing Buyers and Changemakers” (available on Amazon here) it was the first book on social selling.  We wanted to change the narrative on social selling and we did.

The book, Smarketing is the future of sales and marketing.

Exciting times.

So …

If you would like to work for us, send me a note with your LinkedIn profile, I don’t need a CV, your LinkedIn profile will say it all.

Want to be a reseller, get in touch, we are looking for resellers, world-wide to join us on our journey.

Be a client, if you would like more revenue at less cost (and who wouldn’t) then give us a call my mobile is 00 44 7823 534 557 if you are outside the UK or 07823-534557 if you are in the UK. Or contact me on social or email me at

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