Understanding Advocate’s brand

One of our goals with Project Atlantic was to establish a go-to-market strategy giving Advocate a plan to allocate sales and marketing resources to our clients, customers, and markets to drive growth in the most efficient and effective way.

To keep our most important clients and grow our value to them, we’re establishing an “enterprise client” program that will define a different way of doing business, with new governance processes such as strategic account management and planning, the establishment of formal relationship managers, and new features and benefits available to those best clients.

Did you know our estimators receive and respond to more than a hundred opportunities daily? But before our estimators can do their jobs, those inquiries pass through our sales team, consuming a tremendous amount of selling time. To free up our sales team to better focus on their top growth prospects, we’re establishing an inside sales team to more efficiently intake and fulfill inquiries that don’t require the expertise of our top sellers.

These are just two examples of how we are trying to serve our clients and customers better, becoming a more client-centric organization while operating as efficiently as possible.

In future issues, we’ll share more examples of how we’re developing our approach to the market to transform and grow Advocate as a business and subsequently, grow career opportunities for all of our teams.

Doug Coll, Chief Commercial Officer