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When we talk with competitor partners such as Languagenut or Carousel Learning, they talk very differently - in places - about how their businesses operate. How can we learn from them?
Paul

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Are the comms that onboard new users delivering on best practice? Ditto encouraging service use and preparing the way for renewals?
Paul

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In terms of a 'digital-first business' are the activities - and results - of our Sales and Marketing functions in line with industry expectations/best practice? Is each function focused on what is does best for the overall results?
Paul

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We have to be sure that we can safely talk about 'Digital' as a whole in some contexts, but in others, subject-specific or product-specific factors would lead the conversation about what's not selling and why. Caution around when we generalise.
Paul

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Robust research into why our digital is not selling in line with market?

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In international at least we have not harnessed the things which digital can do to enhance learning. We have just created flat content and relied on the platform functionality to provide the innovation. The challenge is how to create great digital content without it costing too much. Iterative is the way to go (so that we add content to products which are selling and responding well rather than huge investment up front) and we may need to think about how we plan for that financially and in terms of human resource.

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All schools want digital. Our recent Cambridge adoption research told us this unequivocally. Wherever schools are on the digital journey now, they are all moving towards more digital implementation and not less. I think we need to approach customers on different stages of the journey slightly differently - ie have a solution for those who are very digitally mature and be ready to guide / accompany those who are less so.

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We need our walk-through videos and messaging around Boost to be more teacher-focused, ie how might a teacher use it in a real situation. All the videos I have seen are walk-throughs of what is in Boost and what it can do but from a very internal, factual point of view, rather than how a teacher could engage with it and use it. This approach, if we were all clear on this, we would be able to sell it to others better. (CT)

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Clarity over the 'fixes and updates' pathway and activity. What is going to be done and when? The Access Co-ordinator issue, for example.
Paul

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Yes, to some extent, but the service-level pedagogy is what sells to the individual customer. What's delivering for A-level Business could be different to what's driving KS3 Geography.
Paul

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What do we need as individuals - and functional teams - to have confidence in supporting and delivering higher sales projections for digital?
Paul

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This remains the largest digital line in the 5YP. but we aren't in the right place to hit the trajectory that we need to meet those projections. Dedicated thinking required about the offer and the messaging.

Analysis: https://hachette-my.sharepoint.com/:f:/g/personal/paul_cherry_hoddereducation_co_uk/Eno8NoUNGuFNjg-Ih76Nq5oBGtfPo-IcHApZ5QKnjkEvUw?e=LuyjkV
Paul

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We need to be clear over the short-, medium- and long-term. What actions will impact the 2023 performance and the 2024 Budget?

And what's 'Nice to do' versus 'Must do' in terms of impact?
Paul

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Ways to improve purchasing from ecommerce site(s) to limit requirements for sales intervention

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Ways to improve purchasing from ecommerce site(s) to limit requirements for sales intervention

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Does this work for specific titles/types of digital? Learn from the direct sales we already have. Clear in Assessment but less transparency in other areas (i.e Shine 2/3rds sales team, 1/3 marketing sale). How do we focus efforts across teams?

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Speed / efficiency / success of sales appts

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Speed / efficiency / success of sales appts

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How long is the conversion from trial to sale? How many appts are converting to a sale v those that don't. What is working? Are we using Saas techniques etc or reliant on traditional sales approaches to sell? How can we speed up and improve conversion rate? What info do we need from schools upfront?

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Proactive selling to new schools/markets

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Proactive selling to new schools/markets

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Alongside  up and cross selling. Do sales teams have the right info? See points on CVP etc. More creative use of data/ finding the gaps /opportunity

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More strategic approach; more tangible impact data. Digital only? Our full service? Agree approach

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How can we create a sales pipeline through the agile product development cycle, ensuring we convert those who participate in product research and testing become customers at the end of the process
Sean

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Where can we raise our profile? Social Media channels, events, organisations, bodies and influencers
Sean

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What types of schools and colleges buy digital? What types of teachers in what subjects are advocates of digital teaching and learning?
Sean

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What are we actually selling? Great content? an adjunct to print? a better way to teach and learn?  a digital classroom future? We need a Hodder story and position on our digital offer
Sean

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We know we need analytics but currently our insight is anecdotal / limited and that again makes marketing and sales focus too vague. We need to marry up with transaction data / insights

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Videos, walkthroughs etc are good but the 'at a glance' text is harder to convey and not everyone loves to watch videos. How do we showcase content more effectively

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Digital as a bolt on to the print means we don't always have a solution to a customer need in the digital element - it can be seen as 'lots of stuff' and therefore the CVP is challenging. And / or the perceived purpose of the digital is as a support / nice to have rather than part of the core offer. This is changing for Boost but needs a focus?