Case Study


Executive Summary

Generali Investments Europe – the asset management company of Generali Group – has more than 431 billion euros of assets under management*. In order to build and improve upon, already strong, company growth, Generali Investments set out three principal objectives for their sales and marketing teams: 

  • Develop advanced sales and marketing skills to become more client centric: providing solutions – not products – and be the trusted advisor to our clients
  • Adopt a unified approach to clients (internal and external)
  • Create a shared culture and environment for high performance

Over the course of 2015 and 2016, Positive Change Partners worked with Generali to co-create and deliver an intensive programme of 60+ hours to their sales and marketing, client management and leadership teams across Europe. 

Participants have reported stronger relationships, greater efficiency in meetings and tangible sales results, as well as, optimism that the shared approach will continue to benefit the teams and their internal and external clients.

Andrea Favaloro, Global Head of Sales and Marketing, spearheaded the training programme and summarised, “Together we worked with the teams to identify the specific skills that required improvement and created a programme to equip everyone with the practical methods and commercial tools that would form a shared approach to clients.”

*Source: Generali Investments Europe. Data as of December 31st, 2015.

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Following a preliminary needs analysis, the 'Selling and Marketing Value' programme was created by PCP and the client to meet specific business (and development) needs including creating a shared vision, developing a high-performance climate and improving profit-related behaviours that positively impact the bottom-line.

All PCP programmes are designed specifically to: be relevant and practical; give the participants both the theoretical understanding and the opportunities to practice and apply tools and skills; hold the participants accountable for application of lessons in the workplace. 

This programme included a substantial amount of practice and development of advanced sales skills including how to prepare and structure dialogue with clients for maximum results.

Participants have reported stronger relationshipsgreater efficiency in meetings and tangible sales results, as well as, optimism that the shared approach will continue to benefit the teams and their internal and external clients.

Further to the two groups in Milan and Paris, Generali Investments, PCP and i2i hosted a Business Development Conference for leaders so that they understood the tools and methods used by their teams and agreed upon how best to coach and support their teams in continuing to develop their skills and approach after the programme had ended.


Vanina Kureta, who operates in Investment Funds Sales in Germany and Austria, said:

“To apply the learning, I chose to focus on some key elements that I considered extremely important and then tested them in the field. Starting from allocating more time to preparation and the structure of meetings and continuing to apply the questioning techniques. I also allocated more time to further building important relationships within the company.

“We have benefited greatly as our relationships with customers are more open and so importantly we can understand their future investments.”
Roberta Seno, Co-Head Sales & Distribution Italy Generali Investments Europe

“My advice is to always seek living consciously and assess whether you are focusing on the right topics, the right skills and understand your current level of performance. If you do this prior to such training you will know what you need to focus on during and after the training.”
Michael Steiner

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