INDUSTRY: TECHNOLOGY

Selling complex software solutions isn’t a one-touch transaction. It takes multiple touches along a journey, from initial exploratory calls to demos and trials to proofs of concept. Software vendors like Creactives aim to optimise this process, reducing lead-to-win time, addressing objections proactively, and ultimately, accelerating revenue growth.

Creactives is a global procurement and supply chain software company. Its AI-powered solutions help enterprises build a trusted data foundation through the creation of a Digital Twin of Master and Spend Data.

The Challenges

Following a transformation in its commercial operations, Creactives adopted the MEDDIC sales qualification framework with the help of a specialised sales training partner. While the methodology helped reshape their sales approach, it quickly became clear that internal systems and processes weren’t fully aligned to support the new model.

Creactives needed to:

  • Ensure that consistent and complete data was captured from all prospect and customer conversations, to help feed the MEDDIC methodology
  • Share knowledge between Reps to help handle objections, speed up lead qualification and deal progression
  • Give Managers better visibility into deal health, and help identify areas for sales coaching

They sought a solution that could automatically capture, structure, and surface insights from every sales interaction, but without adding more admin burden to the team.

The Solution

Creactives implemented Vinton to automatically capture sales conversations via video calls, phone calls, in-person meetings, or voice notes. Every conversation became a rich source of data, fuelling better decisions, faster execution, and a stronger adherence to Creactives’ MEDDIC-based methodology.

The Results

Insights Aligned with MEDDIC

Every interaction is now analysed through the lens of MEDDIC, giving reps tailored coaching and managers immediate visibility into risks, gaps, and progress.

Improved Sales Execution

Since deploying Vinton, Creactives has achieved a 20% improvement in forecast accuracy and 25% increase in deal velocity, from first meeting to close.

75% Reduction in Post-Meeting Admin

With automatic summaries and insights, next step tasks and follow-up emails, Reps can focus on what matters: advancing deals and engaging more prospects.

A Foundation for the Future

By enriching Salesforce with high-quality, contextual data, Creactives is laying the groundwork for advanced AI-driven support in the future.

“With complex sales cycles and multiple stakeholders involved, staying on top of every customer conversation is critical for our success. Since introducing Vinton, we’ve reduced meeting follow-up and admin time by over 75%, with automatic recording, transcription, and tailored summaries and insights for all conversations.

The insights are aligned with our MEDDIC sales methodology, which has been invaluable. Managers have better visibility into deal risks, whilst helping our reps receive targeted, MEDDIC-focused coaching. We’ve seen improvements not only in efficiency but also in sales execution, with a 20% improvement in forecast accuracy and a 25% increase in deal velocity – from initial meeting to deal closure.

The Vinton team delivered an exceptional onboarding experience, helping us realise success quickly, and their ongoing support has been excellent.”

Stefano Sollazzo, Head of Marketing, Creactives

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