Field Focus Newsletter: Turning Noise into Action

A weekly digest that curates top priorities for 600+ sales teammates, boosting click‑throughs by 38 % and cutting redundant posts in half.

Year
2024

Company
MillerKnoll

Overview

Sales team and associates felt overwhelmed by dozens of intranet posts yet still missed key launches. We needed a single source that highlighted actionable news on regular basis.

Objectives

  • Consolidate weekly comms into one email.

  • Increase engagement on priority posts.

  • Reinforce evergreen resources instead of duplicating content.

My Role & Process

  1. Editorial Calendar: Aligned with sales, product, and leadership.

  2. Modular Layout: Headline + 50‑word blurb + CTA button for each item.

  3. Continuous Iteration: Seek feedback to continue to make improvements

  4. Bring in Team: Delegate curation and creation to other team for efficient creation each week

“Curating is as strategic as creating. Field Focus proved that focus—not volume—drives action.”

Results

Significant decrease in communication ‘noise’ complaints

4 of 5 associates polled see Field Focus as a valuable resource

38% increase in click through rate in comparison to old newsletter

"We were able to meet the request from the field for help identifying what news and information is priority through this work."

— Director Dealer Experience