We caught up with Max Excell, Sales Director for Identity and Fraud at GBG, to discuss how his team transformed their proposal process, tightened consistency and accelerated deal cycles using trumpet’s Digital Sales Rooms. Max shares the challenges they faced, why they chose trumpet and the impact it has had across their new business motion.

About GBG

GBG is a global leader in identity verification, fraud prevention and location intelligence. Max Excell, Sales Director for Identity and Fraud in EMEA, leads a team responsible for selling complex, high value technology that helps organisations verify identities, prevent fraud and stay compliant across global markets.

What challenges was GBG facing before using trumpet?

Before adopting trumpet, GBG’s proposal process relied on a mix of tools, which made it harder to maintain consistency and efficiency across the team.

Max explains:

“Our team were using Excel, Word, PowerPoint, PDFs and long emails. We were doing our best with the tools, but everything lived in different places. .”

Reps had their own preferred ways of presenting proposals,, which naturally meant:

• It was difficult to maintain a unified look and feel
•  Information could end up spread across several attachments
• Prospects sometimes had to navigate different document types
• Leadership had to spend extra time checking details, especially on larger  opportunities

How did GBG discover trumpet?

GBG came across trumpet when they themselves received a proposal inside a Pod.

“We received a proposal and thought, wow, what a cool way to receive a proposal. It was in our branding and felt very personalised.”

This sparked an internal conversation about how GBG could present itself more professionally and consistently to prospects.

The team explored several tools, including content platforms with digital sales room add-ons, but none matched the level of personalisation and structure offered by trumpet.

During the trial period, adoption was instant. It became very sticky amongst the sales team. They did not want to move away from it.

How does trumpet help GBG speed up tactical deals?

For GBG’s smaller, fast-moving deals, proposal creation could  take hours. Reps needed to rewrite content, find attachments, format documents and send multiple emails.

With trumpet, these deals now move significantly faster. The team can duplicate a Template, personalise it, add pricing and send a complete Pod in around fifteen minutes. This “rinse and repeat” approach maintains professionalism without slowing reps down.

“Some proposals used to take hours to write manually. Now we turn them around in fifteen minutes. It’s a lot more efficient.”

This has transformed GBG’s ability to handle fast moving opportunities at scale.

How does trumpet help GBG simplify complex solutions and personalise the buyer experience?

GBG provides sophisticated identity and fraud technology, which naturally requires clear explanation to help prospects understand how each solution fits their needs.  

Trumpet supports this by giving reps a structured, interactive Workspace where everything sits in one place. Reps can embed product explanations, attach documents, add pricing quotes, upload videos, record walkthroughs and guide prospects step by step.

This turns detailed information into a guided, intuitive experience. Personalised video notes help communicate value clearly, while Templates ensure every Pod is polished and consistent with GBG’s brand.

“As our solutions are highly advanced, trumpet helps us present them clearly and give customers a straightforward, engaging experience.”

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How did trumpet improve consistency across GBG’s sales process?

Trumpet brought all proposal materials into one unified structure, making it easier for the team to present information in a consistent, polished way.

Max describes the improvement:

“The level of professionalism of the proposals has really stepped up.. That’s exactly what I wanted - everyone working to the same high standard.”

Now GBG delivers:

• A clean, consistent and on brand buying experience
• Proposals that follow a clear structure across the team
• Defined sections for pricing, collateral and timelines
• A modern, branded experience that reflects GBG’s strengths as a tech business

Prospects have noticed the difference.

“We’ve had countless emails saying they love the experience. It really reinforces that we’re a tech business presenting ourselves the way a tech business should.”

How does trumpet help GBG manage complex multi stakeholder deals?

Enterprise identity and fraud projects often involve multiple  regions, departments and technical teams . Coordinating this level of detail can naturally lead to long email threads and repeated requests when using traditional communication methods.

Trumpet brings everything together in one shared space.

Max explains:

“We created one Pod where all the information sits in a single space. Previously, customers sometimes had to ask  for the same information again because it was spread across different emails..”

The team now uses:

• Tabs and Widgets for product and technical content
• Proposal modules for clear, transparent pricing
• Document sections for security and compliance files
• Video walkthroughs and voice notes to improve  clarity

They also benefit from engagement insights:

“We can now see which deals are heating up and where to focus . That level of  visibility just wasn’t possible before.”

While GBG plans to expand its multi-threading approach over time, trumpet already provides a wealth of clarity into buyer engagement and activity.

How does trumpet give GBG stronger leadership oversight?

As a senior leader, Max uses trumpet Pods to maintain visibility and ensure proposal quality. He can review Pods, coach reps and refine messaging quickly. Templates ensure everything going out remains consistent and on brand.

This reduces risk, improves deal quality and keeps the team aligned.

“I can coach better because I can see everything. Nothing goes out without me understanding how it looks.”

Max also uses insights to help reps focus on opportunities showing real intent.

How is GBG using branded Templates inside trumpet?

When GBG launched its refreshed brand refresh, trumpet made it easy for enablement to update everything instantly.

Max explains:

“We had a  brand refresh. Enablement created a Pod Template aligned to our brand colours, fonts and all the new collateral. It kept everything consistent.”

Templates allow the team to:

• Maintain brand standards
• Reduce manual editing
• Keep all content up to date
• Ensure consistent quality across every rep

How does trumpet support handovers to Customer Success?

Even though GBG currently uses trumpet primarily for new business, it also provides valuable  context for the Customer Service teams during handover.

“It is a great resource  for CS to look over. They can easily understand the ‘why change’, ‘why us’ and the background behind each deal.”

This removes the need for long summaries, manual context sharing and scattered documentation.

What is trumpet?

Trumpet is an intelligent Digital Sales Room platform that gives revenue teams one centralised, interactive and trackable space for every buyer touchpoint. Sales teams can share proposals, Mutual Action Plans, videos, documents, forms, chat and e-signatures in one branded workspace that replaces scattered email threads and fragmented tools.

Final thoughts

GBG set out to bring greater consistency, speed and clarity to their proposal process. By moving to trumpet’s Digital Sales Rooms, they’ve created a cleaner, more efficient and more unified approach that reflects the professionalism expected from a global tech leader.

Proposals now follow a consistent structure across the team , buyer engagement is easier to understand, and the organisation has clearer visibility into deal momentum.

For Max and the Identity and Fraud team, trumpet has become more than a proposal tool. It is now a core part of their selling workflow, helping them present advanced solutions clearly, support rep development and deliver a buyer experience that feels modern and aligned to their brand.

FAQs

How does trumpet help companies like GBG create consistent, high quality proposals?

Trumpet gives teams a single branded template and structured workspace so every proposal follows the same format, tone and quality. For GBG, this removed the risk of inconsistent documents being sent out and ensured every buyer received a polished, professional experience.

Can trumpet support teams selling complex technology?

Yes, trumpet is designed to simplify complex products by organising videos, technical documents, pricing, walkthroughs and compliance material in one interactive space. GBG found this especially valuable because their solutions are sophisticated and often involve multiple stakeholders across regions.

How does trumpet help sales leaders maintain visibility and control across their pipeline?

Sales leaders can see every Pod their team sends, how it looks and how buyers interact with it. For GBG, this meant Max could quickly coach reps, refine proposals and identify which deals showed genuine engagement through insights such as opens, time viewed and activity signals.

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