An explainer library that stopped sales making slides

The challenge

Ledgerline sells reconciliation software to finance teams. The product is genuinely complicated and genuinely good, which is the hardest combination to market.

Their sales team had solved the problem themselves. Nine different decks, each built by a different rep, each explaining the product slightly differently. One of them was accurate.

Marketing knew about it and could not fix it, because building explainer content in-house meant a motion designer they did not have.

The approach

We did not start with video. We started by sitting in on four sales calls and writing down every question that came up more than once. Fourteen questions.

That list became the library. One explainer per question, ninety seconds each, each one answering the question directly rather than touring the product.

The rigs mattered commercially. We built the motion in reusable components — the same UI kit, the same transitions, the same lower thirds — so explainer eleven cost a fraction of explainer one. That is the only way fourteen pieces in six weeks is possible without cutting quality.

Outcome

Sales stopped making decks, which was the metric Devan cared about. Time to first demo dropped 41% over the following quarter, though we would flag that Ledgerline also changed their pricing page in the same window, so the explainers are not the sole cause.

What we would do differently

We built all fourteen before testing any. Two of them answer questions that turned out to be rare, and one needed rewriting after a product change six weeks later. Shipping in batches of four would have caught both.