CASE STUDY
Sales & GTM Kick-Off +
30-Day Execution Challenge
Outcomes achieved:
$9M AUD
New pipeline in 30 business days
AI
Increased adoption and seller productivity
GTM
Whole-business alignment
Re-engaged
Mid-year conference continuation
THE CHALLENGE:
Redefining Sales and GTM Enablement for Portwest
Portwest is one of the world's leading manufacturers and distributors of workwear, PPE and safety equipment. Operating in a highly competitive, price-sensitive market, the sales and GTM team needed the strategy and skills to proactively create new growth opportunities and execute consistently.
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Portwest had invested in capability building before, but with limited success. As their Commercial Director noted, previous enablement felt recycled: content that could have been delivered to anyone, with their logo placed on top. It had not delivered the commercial impact they needed.
This engagement was built from the ground up to be different.
THE APPROACH:
Our Signature Process in Action
A Diagnostic Process (Not Just a Briefing Call)
The engagement began with a structured diagnostic shared directly with the sales and GTM team, gathering their insights into growth opportunities, challenges and confidence gaps from the ground up.
That was followed by multiple sessions with Portwest's commercial leadership to understand business objectives and growth metrics, and to agree on the capability needed to get there.
We also conducted independent research into Portwest's market and competitive context. By the time the team came together, every element of the content had been calibrated to their reality.
The Annual Sales Kick-Off
The programme was designed for the full GTM team: sales, leadership, marketing and customer support, all working from the same frameworks and the same commercial focus.
Content was grounded in real-world case studies, live commercial examples and proven frameworks, giving it a currency that previous enablement had lacked. Portwest's Commercial Director noted the energy and variety in the room, and that everyone left with something they could apply immediately.
Two areas stood out in particular for Portwest: AI tools for sellers and high-performance habits. On AI, the focus was on removing the overwhelm around where to start and providing practical applications. For habits, the focus was on realistic consistent habits that can be executed amongst the busyness of the day.
The 30-Day Execution Challenge
A post-workshop challenge that generates $9M in new pipeline requires considerable architecture. Our challenge framework built every foundation the team needed to execute, with consideration given to commercial objectives, current bandwidth, commissions, strategic priorities, accountability and reinforcement.
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At the halfway mark, a live working session kept the team on track, surfacing what was gaining traction, learning from each other, addressing obstacles early and maintaining the discipline that many programmes lose in the middle weeks.
Continuity reinforcement was built in by design, not an afterthought.
The Results
$9M AUD in new pipeline within 30 business days.
This was a direct commercial result of a team executing a clear framework with focus and accountability.
Real behavioural change.
The shift their Commercial Director highlighted went beyond pipeline: new habits, sharper discipline and ways of thinking that held well beyond the conference.
AI adoption moved from uncertain to applied.
The sales and GTM team left with a highly practical approach they could consistently execute to deliver results.
A repeat engagement for their mid-year conference.
Portwest re-engaged Abbie White for their mid-year conference to continue building on that foundation.
IN THEIR WORDS:
"Across the board, the sentiment was that this was the best sales enablement we have had delivered at Portwest."
"From the outset, Sales Redefined brought something that felt new and relevant. The content was not recycled theory or generic sales enablement. It was practical, current and grounded in real-world case studies, with consistent references back to industry figureheads, contemporary authors and live commercial examples.
It was clear they understand the realities of modern sales environments, not just the theory behind them.
What really sets them apart is what happened after the conference. CEO Abbie White continued to work closely with the team, supporting them as they applied what they learned and helping embed new ways of thinking and working.
The enablement did not end when the conference did. It translated into real behavioural change and improved discipline. I would have no hesitation recommending Abbie and Sales Redefined to any organisation looking to elevate their sales capability."
BEN | COMMERCIAL DIRECTOR, PORTWEST
Are you up for the 30-Day Challenge?
The 30-Day Execution Challenge is available as a post-keynote or workshop component.​
Every engagement starts with discovery. Get in touch to explore what that looks like for your team.