Spotify
Enabling more Impactful Relationships to drive long-term growth
Spotify partnered with Continua Coaching to help Client Sales Leaders across EMEA strengthen engagement with their top target clients. The aim was to move beyond transactional relationships and build deeper, more strategic partnerships that would support long-term commercial growth.
Discover
Working alongside Spotify’s commercial leadership and talentdevelopment teams, through a series of interviews, Continua identified the key obstaclesand opportunities to achieving the programme goal.
Define
The Discovery work uncovered a need to prioritise stakeholder engagement and to create time and space to develop their ‘how’. In partnership with the talent development team, the following learning objectives were identified:
Four core themes shaped the programme
- A deeper awareness and understanding of clients: their role, motivations and influences
- Exploring Spotify’s value from the client’s perspective
- Building the mindset and behaviours to adopt and embed these new behavior
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Develop
Continua designed a practical group coaching programme supporting 40 Sales Directors across 10 European markets. The programme combined virtual working sessions, individual reflection exercises, and breakout discussions using live customer objectives. Sessions focused on stakeholder understanding, strategic conversations, and targeted relationship planning.
Deliver
The sessions were designed as interactive working sessions with key frameworks underpinning each session to provoke fresh thinking and actions in real-time, generating road maps tethered to commercial priorities. Teams benefitted from peer to peer learning across markets and developed practical strategies that were distributed to teams between sessions.
Impact
The programme received highly positive feedback through Spotify's internal evaluation process, with participants highlighting the strategic relevance and practical nature of the sessions, and leaders reported increased confidence engaging senior stakeholders, stronger strategic thinking, and improved alignment between Spotify's value proposition and client priorities.
