Sales Enablement Content for Civica, International Public Software Specialists
Who are Civica?
Civica are a global leader in public sector software. They make software that helps deliver critical services for citizens all around the world.
Over 5,000 public bodies and 100 million citizens use their software every single day. From local government to central government, education to health & care, their product range is expansive.
The team recognised that, as their product range has grown extensively in recent years as a result of acquisition, their sales collateral had become inconsistent in messaging, functionality and style, making it harder for their salespeople to convey the right messages at the right time.
In our early conversations, it was clear that the client needed a trusted partner to handle the writing and design of their new sales content. It needed to resonate with both salespeople and prospects alike, helping to increase sales conversion rates across the board. Thus, this ongoing project was born.
individual assets created
departments engaged (so far!)
equipped sales team
brand consistency
The Challenge
Civica understood just how difficult creating sales enablement tools can be when you’re too close to the subject matter.
They wanted to arm their salespeople with tools that helped them to sell more; tools that were actually used, not stored away in a folder and never opened.
Not only this, but their existing sales content lacked consistency (both in design and in tone of voice). This was a big issue, one that needed to change in order to protect their brand.
Civica recognised that they needed a third-party perspective, and a team of specialists who would challenge them to innovate and push the brand, all while getting their content created on tight deadlines.
Our team at Catalyst understood the assignment, and we quickly got to work, meeting with internal stakeholders, salespeople, and subject matter specialists, ensuring that we had a complete understanding of:
- The content types they were missing
- Key messaging
- Customer pain points
- Brand guidelines
Our Solution
At the start of each project, our sales enablement team consulted with the client’s product team.
We began by building a deep understanding of the product, audience and market, ensuring every asset aligned with the wider brand and commercial objectives.
Once aligned on tone of voice and sales requirements, we moved into delivery, supported by dedicated account managers and clear timelines to keep momentum high.
Over several months, our designers and copywriters produced a wide range of sales enablement assets, with the programme continuing to evolve.
- Product brochures
- Sales presentations
- Website content
- One pagers
- Internal product playbooks
- Reference sheets
- Case studies
- Proposal templates
The Result
A robust suite of sales enablement tools that have strengthened Civica’s commercial approach.
More than 100 individual assets have been created across multiple product areas, engaging nine departments to date.
Every participating sales team is now fully equipped with structured, practical collateral designed to support conversion and reduce friction in the sales process.
Importantly, the programme has established complete brand consistency across all new materials, aligning tone of voice, messaging and visual identity across the organisation.
Need to Improve Your Sales Conversion Rate?
Our sales enablement content specialists are here to help.
We’ll meet with your salespeople, identifying key pain points and marketing messages that work best. We’ll then craft high-quality sales enablement tools that your sales team can use to convert more prospects and drive organisational growth.
Want to learn more about our Sales Enablement solution? Get in touch today.