Strategic sales project with miro: market leader meets student perspective

Can a company that is already the market leader learn from students? Quite a lot - if it has the ambition to continuously develop itself further.

In the Strategic Sales Management module of the Master's degree program Marketing / Sales / Media (MVM)  of the THI Business School, students worked with the collaboration tool provider miro on a practical project that sought new impetus for strategic development in sales. The project was supervised by lecturer Petra Scherer.

Miro is internationally established as a leading tool for digital whiteboards. However, it was precisely this position that motivated the company to critically reflect on existing processes and remain open to new perspectives.

The students first drew up a detailed performance profile analysis in order to compare competitors in terms of functionality, usability and positioning. Building on this, they analysed the customer journey, differentiating between new and existing customers, and developed specific recommendations for action for various personas.

The project concluded with a presentation of the results - in the heart of Munich, right in front of the miro team.

Special thanks go to Philip Simon for his close collaboration and his willingness to combine academia and practice on an equal footing. The project shows how valuable the dialogue between innovative companies and application-oriented teaching can be.

We would also like to express our sincere thanks to Petra Scherer, who for many years supervised the strategic sales projects of the MVM students with great passion and commitment.