Clarifying a Wild West of New Services


The Business Objective

A Fortune 500 industrial automation company wants to sell more service contracts.


Lack of Formal Sales Guidance

With no preexisting online training for this sector, employees had no formal sense of how Services fit with other offerings.

Informal Infighting

With Services product managers promoting their own products at the expense of other company products, employees had little informal sense of how the Services fit together and alongside other offerings.

Habit to Break

Sales people, confused and unaccustomed to selling Services, continued to pursue shorter-term, smaller-payoff parts and replacement sales.


Formal Guidance

While the lack of accessible training bred confusion, the choice to create formal, multi-language, globally accessible online learning can now be the basis of a shared understanding. That’s an automatic win for eLearning, so long as it’s concise, correct, and usable.

Think Like an End-User

The habit of stakeholders viewing each service in a vacuum lead to an overestimation of the distinctness of individual services, and an overestimation of how many individual topics (and therefore, individual eLearning modules) were needed to cover the Services business. By changing our POV, we were able to breakdown information based on synergy for the client’s end user rather than by the client’s own business units. Seven broad business-unit-specific groups became three customer-centric divisions, and the clients expected 30+ individual lessons became six.

Start Where They Are

To change the longstanding sales preference for the short-term payoff, we designed a seventh module to meet learners at their current bias and lead them through the needed change in mindset to prepare for all Service selling.

Making Good Better

The Business Objective

A Water Industry Solutions Provider Wants to On-Board Smarter Sales People


Complex Partner Network

The chain of command and purchases is a complicated web in an industry often building large, political boundary-crossing, publicly funded projects. Our client’s arrow-crossed passages of PowerPoint slides contained the connections, but wasn’t communicating them.

Long Intro Run Time

The first project draft came through with 45 minutes of audio. A maximum of 30 minutes is generally recommended for a single online lesson. The risk is that any excess is material that the learner will have increasing difficulty assimilating.

Competing Industry Timelines

The client created two timelines to illustrate related parts of the industry’s sales and delivery process. One timeline was the loose basis for the organization of the process-related material in the module, but that progression of slides ended up taking its own course such that we essentially had three competing timelines for how the Water Wastewater Industry operates.


Communication and Instructional Design

We centralized many pages of linear explication into a single interactive map. Clicking a single entity now launches an explanation of its position in the matrix, and then returns the user to the familiar big picture: a visually simplified network of visually represented and titled industry players.

Break it Up

The content followed two main trains of thought: industry entities and industry process. By breaking these topics into two separate eLearning lessons and cross-linking the two, we simplified the individual messages and made them more user-friendly.

Unify Information

We designed a single timeline with visual communication techniques to keep it simple and complete. We display it to the learner, then the lesson proceeds from point to point along that timeline, and ends with the learning interacting with it to reinforce recall.