How Trend Media Transformed Sales in a Disrupted Market
Trend Media is a leading digital advertising and design firm in the Caribbean. With solutions spanning six media networks and multiple mobile apps, Trend Media helps iconic brands drive growth with data-backed campaigns and scalable digital solutions. As Trend grew, it faced new challenges: shifting client expectations and severe economic instability in the Haitian market. The question was clear: How could Trend Media evolve its commercial model to drive value in unpredictable markets?
Results at a glance
- 15% growth in TV revenue
- 400% growth in average contract length
- 100% increase in average deal size across key accounts
The Challenge
Since 2021, Haiti has experienced severe unrest, including economic collapse and an unprecedented humanitarian crisis. As of January 2025, more than one million people have been displaced. This instability has had a profound impact on businesses in the region.
Trend Media, grappling with shifting buyer expectations and unpredictable markets, also faced internal challenges. A historic reliance on product- and price-driven selling, coupled with sales process and forecasting inefficiencies, was eroding margins and limiting growth. Sellers also lacked a standardized process to engage clients in meaningful conversations about business impact. Pipeline visibility was poor, and successes were difficult to replicate.
Trend Media needed to rethink its sales approach to deliver measurable value in even the most challenging markets.
Business issues
- Increase market share by trading product-driven selling for a value-based approach
- Grow the business in the face of severe market disruption
- Improve pipeline visibility by solving sales process and forecasting inefficiencies
Adopting a value-based approach changed how we sell, how clients see us, and ultimately, how we grow.
The Solution
Under the leadership of Kishner Cowell, Trend Media launched a sweeping sales transformation to rebuild its commercial model around customer value, empowering sellers to engage as strategic partners across every stage of the buyer journey.
1. Process Optimization
The company redesigned its sales process to align with how clients actually buy. Forecasting procedures were restructured to spotlight high-value opportunities, improving visibility and efficiency.
2. ValueSelling Framework® Implementation
Trend Media adopted the ValueSelling Framework across all sales teams, giving sellers a clear consultative structure to uncover critical business issues and align advertising strategies to tangible business impact.
3. Upskilling the Team
Sales professionals were trained in financial acumen and advanced questioning, enabling them to quantify business impact, improve discovery and prioritize strategic accounts over short-term wins.
The Results
Trend Media’s value-based transformation is changing how advertising is perceived in the Caribbean. No longer seen as a tactical expense, digital media is now viewed by clients as a revenue-generating lever. This mindset shift—driven by consultative engagement and a clear connection to business outcomes—has led to long-term growth and stronger partnerships across key sectors, such as automotive, banking and pharmaceuticals. Trend Media shows what resilient, high-performance sales looks like in the Caribbean media landscape.
These efforts paid off:
- 15% YoY increase in TV revenue
- 400% increase in average contract length
- 100% growth in deal size across major accounts
- In Haiti, secured one of the region’s largest advertising campaigns, exceeding 4x the typical contract value
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