Dstny customer case

Presentation of the interlocutor

Nicolas Daubricourt is Sales and Marketing Director at Dstny France.

His career is characterized by a rapid rise to management positions, having started managing at the age of 28 in various companies.

His professional career is marked by varied experiences, including a visit to the French embassy in Sweden and various consulting firms. Nicolas has also played a key role in supporting start-ups in their efforts to accelerate commercial performance.

Before the COVID pandemic, he lived in the United States where he helped French companies to establish themselves on the American market and, conversely, American companies to enter the French market.

Among his areas of expertise are commercial acceleration as well as the organization and reorganization of sales teams in order to meet the specific needs of the company.

Dstny overview

Dstny offers a complete offer in the world of telecommunications, describing itself as a 360 environment. Historically focused on direct sales with a strong focus on cyber and cloud solutions, the company has evolved to also offer tailor-made infrastructure to its customers.

At the same time, for indirect sales, Dstny acts as What operator, managing all telecom services, from fiber to mobile, to unified communications (an emerging trend). This concept allows customers to integrate all their work environments via a single means of communication, facilitating interconnection with tools like Teams and offering unified contact management for optimized presence and communication.

The objective is to achieve excellence in customer relationships within this ecosystem.

The context of Dstny at the time of launching the mission

Dstny, following an acceleration plan born from the merger between its two historical branches, direct sales and indirect sales, identified the need for create a Sales Ops division.

The establishment of this division was considered essential by Nicolas Daubricourt, based on his previous experience in similar roles in other companies. To do this, he turned to Akimbo, a trusted partner with whom he had already collaborated. Akimbo's support to Dstny's Sales Ops division “fully met expectations”, covering crucial aspects such as CRM, increasing the skills of the Sales Operations Manager, and strengthening the Sales Machine, including the selection of tools and the training of SDRs to optimize their performance.

How the Dstny sales team works

The Dstny sales team is structured into several specialized divisions. En direct sale, the “hunters” and “breeders” divisions focus respectively on acquiring new customers and maintaining existing relationships. En indirect sale, Account Manager partners manage a network of resellers, helping them boost their sales and supporting them in complex transactions. These managers are divided according to geography and their level of experience.

A specific division, located in Nantes, is dedicated to the onboarding of Dstny's new partners. This division trains partners on business tools, billing processes, and first sales, in addition to developing their skills on telecom products. This training is essential because the partners come from a variety of backgrounds, including office automation and reselling Microsoft products. The objective is to maximize their performance and their integration within the Dstny ecosystem.

The support chosen

The collaboration between Dstny and Akimbo developed in three distinct phases. Initially, Dstny received personalized support from Akimbo, focusing on a close consulting. This first step involved weekly collaboration with Akimbo trainers, who advised on the choice of CRM, sales machine tools, and SDR training.

The second phase focused exclusively on Sales Operations Manager training by Dstny, with support in the form of coaching and continuous support by Akimbo, allowing regular exchanges to define objectives and areas for improvement.

The third part, initiated in January 2024, combines the two previous approaches, integrating both consulting and coaching by Akimbo. This phase aims to challenge Dstny on the performance of the Sales Machine, SDR, CRM, and to optimize these aspects thanks to Akimbo's expertise.

Thus, the relationship between Dstny and Akimbo evolved from consultant to coach, culminating in a collaboration that encompasses both advice and support to improve Dstny's business operations.

The effects of support

The support provided by Akimbo has produced significant effects on Dstny, noticeable through three major aspects. First, setting up a CRM, normally a process of one and a half to two years due to unforeseen challenges, was “completed in just six months thanks to the expertise of Akimbo.” Ce Time saver considerable was crucial for the company.

Akimbo also brought a”valuable external perspective”, making it possible to identify elements that Dstny could have overlooked. The support has extended to the optimization of marketing process flows on HubSpot, facilitating the implementation of effective practices.

Finally, the impact of support is measurable, particularly in”marketing performance analysis“. Before Akimbo, Dstny did not measure the quality of its landing pages, the click rate, or other key indicators. Thanks to advice from Akimbo and the use of HubSpot, the company can now assess these parameters, allowing for more accurate reporting to the board of directors. This ability to quantify marketing actions supports the demand for varied budgets, underlining the importance of supporting Akimbo in the continuous improvement of Dstny's commercial operations.