case studies


The brief:
With the telecoms market experiencing rapid growth and increased competition, O2 needed to increase its sales capability whilst ensuring it maintained the highest professional sales standards. Spence Associates was asked to provide a benchmark by which to assess potential new sales recruits and, provide ongoing development input to the broader sales and management team.

Our response:

  • Designed and facilitated Assessment Centres for potential senior sales recruits (including sales managers) to evaluate core sales behaviours and capabilities.
  • Executive coaching for key senior sales personnel to accelerate their growth and impact on the business as it reinvented itself to meet the challenges of a very competitive and dynamic marketplace
  • Strategy facilitation for senior corporate sales management team


  • Prevented a significant number of mis-hirings by rejecting over 80% of candidate pool initially approved for selection.
  • Refined the specification on which to base future appointments, with this knowledge successfully transferred internally.