COMPANY OVERVIEW
Postmedia Solutions is one of Canada’s largest media organizations, operating a national portfolio of digital, print, and mobile brands. With more than 250 sales professionals across the country, Postmedia recognized the need to modernize its sales organization to keep pace with a rapidly evolving media and advertising landscape.
To support long-term growth, Postmedia sought a partner that could help strengthen sales leadership, standardize execution, and introduce modern sales tools and practices that would improve performance, accountability, and visibility across the organization.
Who we worked with: SVP of Sales
Company Website: https://www.postmediasolutions.com/en-ca/
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COMPANY GOALS
Postmedia’s objective was to transform its sales culture and leadership approach. The organization aimed to equip sales leaders and representatives with modern selling techniques, consistent processes, and the right technology foundation to drive sustainable revenue growth.
A critical component of this initiative was replacing an underutilized legacy CRM with HubSpot to enable better adoption, data integrity, and pipeline visibility. Postmedia partnered with TeamRevenue as its transformation agent, beginning with a comprehensive Statement of Work that established clear expectations, outcomes, and a phased execution plan.
CHALLENGES & OBSERVATIONS
Through early discovery, several challenges were identified that were limiting sales effectiveness at scale:
- Leadership Gaps: Sales leaders lacked a consistent framework for managing and coaching their teams, which resulted in uneven performance and limited accountability.
- Unstructured Sales Processes: Sales activities and expectations varied across the entire sales organization, resulting in inefficiencies and a lack of clarity regarding execution standards.
- Reactive Growth Model: Revenue growth was largely driven by existing customers, with new business development treated as an afterthought rather than a defined, repeatable sales function.
- Poor CRM Adoption: The existing CRM system suffered from poor adoption and inconsistent data, limiting visibility into pipeline health and forecasting accuracy.
- Skill Development Needs: Both leaders and sellers required support in modern prospecting, pipeline management, and deal execution.
- Cultural Shift Required: The organization needed to move from traditional, reactive selling toward a more proactive, digital-first sales approach.
Initial Statement of Work
The engagement began with a clearly defined Statement of Work that aligned leadership, execution, and technology initiatives:
- Discovery & Assessment: A comprehensive review of Postmedia’s entire sales organization, including strategy, customer acquisition, processes, and team dynamics
- Leadership Coaching & Enablement: Targeted coaching and advisory support designed to strengthen leadership effectiveness and consistency
- Sales Playbook Development: Creation of standardized sales playbooks supported by eLearning modules and certification paths
- HubSpot CRM Implementation: A phased CRM rollout beginning with a pilot team and scaling across the entire sales organization
TeamRevenue’s Approach
- TeamRevenue conducted an in-depth assessment of Postmedia’s sales organization by interviewing key stakeholders, reviewing existing processes, and identifying gaps across leadership capability, sales execution, and technology usage.
Based on the findings, TeamRevenue delivered a hands-on leadership enablement program that included:
- Direct advisory support for sales leaders focused on real-world management and coaching challenges
- A structured accountability framework to support planning, forecasting, and performance reviews
- Training on conducting effective and challenging performance conversations
To modernize and standardize sales execution, TeamRevenue designed and delivered:
- Updated sales playbooks outlining modern selling, prospecting, and customer engagement practices
- Interactive eLearning modules and certification paths supported by digital resources such as videos and guides
- A phased HubSpot CRM implementation, starting with a pilot group and expanding across the national sales team
Throughout the engagement, TeamRevenue provided continuous support through:
- Regular feedback surveys to refine training content and delivery
- Ongoing coaching and mentoring to reinforce adoption and sustain new behaviors
GROWTH IMPACT & OUTCOMES
The transformation initiative at Postmedia resulted in meaningful and measurable improvements across leadership, execution, and revenue performance:
- Enhanced Leadership Performance: Sales leaders reported greater confidence and consistency in managing their teams, with strong feedback on the practical, hands-on nature of the coaching and enablement.
- 50% Increase in Sales Productivity: Standardized sales processes and tools created efficiency and momentum, driving an increase in proactive selling activity and sustained pipeline growth.
- Improved Technology Adoption: CRM adoption increased significantly, with 89% of salespeople becoming highly proficient and actively using HubSpot in their day-to-day workflows. This led to stronger data quality and more accurate forecasting. The successful transition from the legacy CRM to HubSpot was a critical driver of this improvement.
- Revenue Impact: The organization successfully shifted to a modern, digital-first sales approach. Postmedia’s Digital Acquisition team generated $10 million in net-new sales within the first 30 months.
TeamRevenue provided us with the support, tools, and training we needed to transform our sales culture. The leadership coaching and sales enablement programs have not only improved our team’s performance but also created a culture of accountability and continuous improvement.
Mary Ann Lavelee, COO, Postmedia Solutions
The Outcome
By aligning leadership development, sales execution, and technology, TeamRevenue helped Postmedia Solutions build a scalable and modern sales organization. With stronger leadership capability, consistent execution standards, and a solid CRM foundation, Postmedia is well-positioned to continue growing in an increasingly competitive media environment.
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