How Emergenetics Drove 110% Enterprise Growth: From Transactional to Consultative Selling

Emergenetics had a great product. Clients loved it. Workshops were consistently praised as some of the most engaging experiences people had ever been through.

And yet the sales team was leaving money on the table.

The problem was not the product. It was the sales approach. Reps were waiting for inbound interest, sending proposals after a single call, and never digging deep enough to show prospects what Emergenetics was actually worth to their business.

Over a three-year engagement, Pitch Lab helped Emergenetics fix that. The result was the highest revenue in the company's 30-year history.

The Power of Emergenetics

Founded in 1991, Emergenetics International helps organizations understand how their people think and behave at work. Their proprietary personality assessment measures four thinking attributes and three behavioral attributes, giving teams a practical framework for better communication, collaboration, and performance.

With certified associates in over 45 countries and materials in multiple languages, Emergenetics has worked with thousands of organizations worldwide. Their workshops are widely regarded as some of the best in the industry.

The challenge was getting prospects to see them as a strategic business investment, not just a fun team-building day.

Their Challenge: Break Free from the "Nice-to-Have" Perception

Emergenetics' reputation was strong. But reputation alone was not building the pipeline they needed.

🚩 Reps were order takers, not sellers. Most deals started with a prospect who had already experienced Emergenetics and wanted to bring it to their team. Reps responded to demand. They rarely created it.

🚩 The sales process was a single phone call and a proposal. There was no formal discovery. No process for uncovering what a prospect actually needed. Conversations stayed shallow and proposals landed without context.

🚩 Emergenetics was being sold as a nice-to-have. Without a way to quantify business impact, reps could not position the solution as a strategic investment. It kept getting perceived as a fun workshop rather than something that drives real ROI.

🚩 There was no infrastructure to support growth. No lead scoring, no playbook, no framework for guiding conversations beyond basic logistics. Every rep was figuring it out on their own.

🚩 Existing clients were underserved. Reps had no systematic way to identify expansion opportunities inside accounts. Single-department workshops that could have grown into company-wide programs were staying small. 

Mindshift: Evolve from Order-Takers to Strategic Sales Consultants

The engagement focused on two things: helping reps sell more effectively and helping them grow the clients they already had.

Phase 1: Build a Real Sales Foundation

Pitch Lab developed a value-based sales approach that gave reps a way to quantify Emergenetics' impact in business terms. Instead of describing what the workshops were, reps learned to uncover what the prospect was struggling with: communication breakdowns, retention problems, low productivity, and connect Emergenetics directly to those outcomes.

We also built a discovery process that used Emergenetics' own personality assessment tools. Reps could tailor their communication style and presentations to how each prospect actually thinks. That became a differentiator all on its own.

Phase 2: Grow the Clients You Already Have

Pitch Lab implemented a systematic account development program that helped reps spot expansion opportunities inside existing clients. Instead of delivering a workshop and moving on, reps learned how to identify internal champions and earn warm introductions to other parts of the organization. Single-department wins started turning into company-wide partnerships.

Phase 3: Fractional Sales Leadership

Every week, Jay worked one-on-one with reps through coaching sessions and live call ride-alongs. Real deals, real feedback, in real time. Monthly team training sessions brought the full group together to work through specific skills using role-play and actual examples from the pipeline.

The goal here was not just to teach a new methodology. It was to make reps genuinely comfortable using it.

The Results: Record-Breaking Growth and Retention

Pitch Lab’s three-year engagement with Emergenetics delivered transformative results:

✅ 110% growth in enterprise clients in one year. The team went from 9 to 19 enterprise accounts, each with 5,000 or more employees. Average deal sizes grew and existing accounts expanded.

✅ Client retention jumped from 48% to 74%, a 53% improvement. Clients stayed longer and bought more. The land-and-expand strategy was working.

✅ The highest revenue in Emergenetics' 30-year history. Not a record for one quarter. A record for the entire life of the company. 

Meeting of the Minds: Emergenetics Team Testimonials

“Jay was an invaluable partner to Emergenetics, serving as a concept builder, trainer, coach and thought partner. His impact on our organization was transformative. Under his guidance, our global sales team achieved record-breaking revenue twice in the past five years and a post-pandemic recovery of more than 110%.

He leaves every person and organization better than he found them. His contributions to our collective success have been invaluable, and his impact continues to resonate and will for years to come.”

— Kerry Anderson, Vice President of Client Experience

"Jay is THE best! His sense of humor + efficient and effective approach made such an impact on me. The frameworks, playbooks and customized resources that Jay introduced have become the heartbeat of our sales strategy, improving my client interactions and driving significant growth in our deal sizes."

— Adrienne N., Senior Client Strategist and Sales Team Lead

"Working with Jay has been transformative for my sales career. His training didn't just teach me sales techniques - he helped me develop skills I'll carry with me for life. His coaching helped me shift from just going through the motions to truly feeling comfortable and natural being consultative with my clients."

— Abigail H., Client Strategist

Think Big: Key Takeaways for B2B CEOs

✅ A great product is not a sales strategy. If your reps are waiting for warm inbound leads to close themselves, you are leaving money on the table. A repeatable sales process changes that.

✅ Quantify your value or someone else will define it for you. When reps can tie your solution to real business outcomes, "nice-to-have" becomes "must-have." That shift changes the entire sales conversation.

✅ Your existing clients are your biggest growth opportunity. A structured approach to account expansion, with real champions inside the organization, can turn a single workshop into a company-wide partnership.

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