Dialogue sales team wins at the ALF Awards

Dialogue was thrilled to take home the trophy for Sales Team of the Year at the ALF Awards 2023. The ALF Awards showcase the best teams in the UK sales and marketing industry, with an expert judging panel comprised of key industry leaders choosing the winners.

2022 was an exciting year for Dialogue’s sales team. Thanks to their hard work and dedication, we delivered year-on-year growth with some impressive stats. Against a backdrop of UK advertising spend on magazine advertising falling 13%, Dialogue’s advertising revenue grew 11.9%. An increased focus on monetising content through branded content totalled 26% of our total revenue, and the team achieved 100% client retention across our products.

Find out more about branded content with our definitive guide.

The team also successfully navigated the change that came when Dialogue’s parent company sold the main business, but chose to keep Dialogue as a separate entity. By extracting from our former owners, we had to introduce an entirely new CRM system, transfer thousands of customer contacts, get to grips with a new finance system and launch a new ad design process. 

All these new elements required the sales team to undergo 84 hours of training – which they did on top of their usual day jobs to ensure no loss of service. And the new specialist designer allows us to provide a free design service to our advertisers, with excellent feedback: many appreciate the improvements we bring to their campaigns.

The sales team have embraced this new era with innovations in the way they work and a new attitude to selling, focusing on how Dialogue can help customers solve their marketing challenges, understanding the reasoning behind their business and providing a personal service to each client. This new problem-solving approach has been important for giving confidence to customers in a tough market.

Here’s more about how we monetise content for brands.

Most of the revenue the sales team generates is within our membership titles, which are still predominantly in print. Increasing print costs and challenges make the world of print more difficult than ever, which means ad revenue is vital to support the print products for our clients and ensure their investment is worthwhile. We ensure that print advertising is still valued by offering customers comprehensive packages including digital space, branded content, a bespoke design service and placement within exceptional quality magazines.

On the ALF Award win, Commercial Director Isobel Robson commented: “It was fantastic to be in a room with the very best talent in sales and marketing. We were so delighted to receive the prestigious Sales Team of the Year Award – the team have worked so incredibly hard for our clients and Dialogue and are thrilled to be recognised at such a high level. Celebrations all round!”

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