The Challenge
With a sales force this large and so widely spread, a win in one region can easily stay local. Danfoss needed a way to consistently capture success cases and showcase won projects - the strategy, the objections overcome, the approach that worked - and to get that knowledge in front of sales teams and customers to showcase possible application solutions and problem-solving capabilities. On top of that, messaging needed to remain consistent across different markets and applications, and newer sales team members needed a practical way to learn from more experienced colleagues without always having a mentor on hand.
The Solution
Fresh's relationship with Danfoss goes back 17 years, beginning with VACON before its acquisition by Danfoss. The work has since evolved into an ongoing sales enablement partnership for the DLS business.
The core of the work is to write up sales wins as content the global team can learn from - not a record for the archive, but material designed to help the next salesperson close their next deal. Each success story highlights the details that matter for replication: what the customer's problem was, how the team positioned the solution, which objections arose, and what ultimately won the business. We also cover application spotlights across different industries, so teams can quickly find an example close to what they're currently selling.
Alongside this, Fresh supports Danfoss's events with sales presentation scripts and speaker notes, helping presenters convey technical content clearly and confidently to their peers. We also manage a steady flow of internal news and updates - product and service launches, digital service developments, team achievements, partnership announcements and regional milestones - keeping the wider organisation up to date on what's happening across the business.
Beyond the internal work, Fresh also produces external case studies for Danfoss, providing the business with polished, customer-facing proof points it can use with prospects, alongside internal material built purely to help the sales team win.
The Results
- 17 years of continuous partnership, spanning the VACON acquisition and Danfoss's ongoing expansion
- A steady pipeline of sales enablement content keeping regions aligned on what's working
- Improved knowledge sharing between experienced and newer sales team members
- Stronger, more consistent messaging across diverse markets and applications
- Increased sales team confidence in solution selling, backed by real examples of what's worked elsewhere
- Around 520 pieces of content delivered over the course of the partnership
The Impact
After 17 years, the partnership continues to grow rather than plateau. The content Fresh produces helps the DLS business ensure a win in one part of the world doesn't stay siloed there - it becomes something the whole organisation can build on. As Danfoss expands its digital services portfolio, Fresh's role is expanding with it.
