Donna Helps DPG Media Capture 2× More Insights and Drive Better Sales Outcomes

The Challenge

DPG Media, a leading international media group, takes pride in its human-driven sales culture. Account managers spend a lot of time with customers, understanding their needs and identifying pains to build long-term relationships. But despite the quality of conversations, insights didn’t make their way into the CRM (Salesforce) in a consistent or complete way. Field sales teams were slowed by manual updates and for many reps, Salesforce felt like a tool built for management. Critical insights from customer visits were missing or only logged later.

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These inefficiencies contributed to missing context and uneven opportunity management across the team. Customer activity and pain points were not consistently  captured, restricting visibility for reps and managers. In addition, leadership lacked reliable data to coach teams or make decisions. The result was a fragmented view of the customer. All leading to poor conversation quality in their CRM and untimely follow-ups that slowed deal progression, wasted selling time, and hindered CRM adoption.

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The Solution

DPG Media began speaking with Donna alongside other players in the market, to understand how to capture complete insights from the teams without burdening the busy field sales team. They also wanted to track insights and link them to their sales funnel management, to see if conversations were actually leading to new opportunities and sales. Ultimately, the goal was to help account managers perform at a higher level.

The team chose Donna for multiple reasons. The value was clear and built around the realities of field sales teams. Although DPG Media explored many tools, they found very few built for field sales teams, while Donna’s ability to capture conversations in real time for account managers was a standout USP. DPG Media saw that rather than simply acting as another note-taker, Donna could support account managers when they were losing productive time: in the car and between customer visits. In these moments, she could prepare account managers before meetings, capture conversations immediately afterwards, and log information without forcing new behaviour. 

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‍“Donna fits perfectly into our sales methodology. She’s smooth, proactive and adds value for every account manager. And the more you use Donna, the more you get out of it.” - Bill Van Thillo, Director Automated Sales NL, DPG Media

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The first discussions between DPG and the Donna team took place in April with setup in May, and by June they were running their first pilot. Integration was simple, thanks to Donna’s existing Salesforce connection. Within days, Donna was fully operational, requiring no heavy lift. The onboarding was smooth and intuitive, enabling DPG to quickly roll out Donna across its sales teams. Account managers simply talked to Donna via phone or voice note immediately after meetings. Donna captured data in a structured way, updated Salesforce, triggered follow-up tasks, and even drafted post-meeting emails. Functionality like pre-meeting briefings, real-time debrief calls, and complete CRM logging transformed how account managers worked, turning downtime while driving into productive admin time.

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The Impact

Early adopters embraced the tool immediately, especially those interested in AI and automation. Others were more cautious, unsure what the new solution would add. As soon as they saw how little effort Donna required and how much admin work disappeared, resistance faded.

“We’ve seen a significant increase in the number of opportunities entered into our CRM, largely because Donna actively asks, ‘Should I log an opportunity for you?’ or ‘Did you spot an opportunity?’ That makes a real difference.” - Bill Van Thillo, Director Automated Sales NL, DPG Media

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Time efficiency improved quickly. Account managers saved around 90 minutes per week as they used Donna during previously unproductive moments like time in the car. DPG saw a 175% increase in the average visit report score, and more follow-up meetings scheduled, leading to more deals and revenue. Ultimately, this drove higher CRM adoption and full visibility to fuel strategy. 

The quality of visit reports has more than doubled. Conversations are now captured in full, giving management a clear view of field progress. The number of logged opportunities has risen thanks to Donna's prompts. Reduced repetitive admin has given reps back more time to sit with customers, which strengthens the sales cycle and customer relationships.

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“How we measure our visit reports, and the quality and quantity of the data we capture from customer conversations, has more than doubled.”- Bill Van Thillo, Director Automated Sales NL, DPG Media

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For sales management, Donna is proving to be far more than a simple meeting-capture tool. She offers insight into actual field activity, highlighted coaching opportunities and supported continuous improvement. Leadership now has real data on customer needs, pipeline development, and rep performance data grounded in the conversations that drive their business.
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The DPG team recognizes that AI and data capture are evolving rapidly, giving them a clearer view of their customers and what they need. They see Donna as an important enabler in that shift, helping them understand how their market is changing and how customer expectations are shifting. This clarity together with Donna’s capabilities allows them to identify where they can add value and support customers throughout their full journey.

As a highly data-driven organization, making the right data available at the right time and place is crucial to success. It's how DPG supports its media users and advertisers. The group is excited for a future with Donna aligning with this ambition, offering the ability to capture information on the go and become a full AI assistant that every account manager can rely on.

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“Donna captures everything, and I’m confident she’ll activate that data even more in the future. I would recommend her to all types of account managers, not just those on the road.” - Bill Van Thillo, Director Automated Sales NL, DPG Media

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