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Sinclair Broadcasting / Point Sales Tool

Reimagined a broken B2B sales experience for a 100-150 person sales team, from a napkin sketch to a shipped web platform that transformed how local businesses bought digital advertising.

Overview

Point was a custom web-based sales platform built for Sinclair Broadcasting's inside sales team. Before it existed, sales reps were leading prospective customers through a vague, unbranded conversation with little to show them. There was no clear picture of what they would actually be buying, no visual proof of the product, and no consistent sales story.

I was brought in to design the product from the ground up. The result was a platform that auto-populated personalized prospect presentations in moments, pulling in each business's vertical, known data, and imagery to generate sample ads, websites, and videos specific to their industry. Customers could immediately see exactly what they were getting. Sales reps had a credible, visual story to tell.

Impact at a glance:

Served a sales team of 100-150 reps across Sinclair's broadcast markets
Eliminated ambiguity from the sales conversation, so customers saw their product before signing
Integrated into Sinclair's local TV station websites, anchoring the experience in brands customers already trusted
Transformed perception of the product from unknown to credible, effectively overnight at launch

The Challenge

Sales reps relied on PDFs, miscellaneous landing pages, and other ad hoc solutions. Customers struggled to understand the bundled offering. Reps spent hours preparing custom pitches. The sales process was difficult to close because a concise overview of the tools was not available...

We needed a single, interactive tool that simplified the pitch, showed value clearly, and reduced friction in closing deals.

The concept started on a chunk of notepaper. From that sketch came a defined product vision, a research plan, and eventually a platform used by hundreds of sales reps daily.

My Approach

Research & Discovery

Interviewed stakeholders across sales, creative, and development teams.
Shadowed sales reps and management during client pitches to map pain points.
Spoke with small business owners to uncover needs and decision drivers.
Scanned competitors and adjacent industries for inspiration.

Defining Strategy

Mapped key journeys: pitching, customizing, and tracking campaigns.
Prioritized MVP features: proposal builder, previews, dashboards, and exports.

Wireframes and Prototypes

Sketched early flows and wireframes to explore layout options.
Built prototypes to validate navigation with reps.
Iterated on user feedback, simplifying steps, clarifying language, and focusing visuals on customer value.

Visual Design

Developed a clean, modular design system aligned with Sinclair’s brand.
Designed high-fidelity previews of videos, microsites, advertisements, and dashboards... with industry specific dynamic content.
Created KPI dashboards that made campaign ROI easy to digest.

Implementation & Launch

Partnered closely with engineering during build, providing specs and design reviews.
Piloted with a small group of sales reps, then expanded company-wide.
Led live training sessions, built cheat sheets, and created walkthrough videos.
Established feedback loops and prioritized iterative improvements post-launch.

Iterative improvements to the project

Following the initial launch, I continued evolving Point through a series of targeted enhancements and feature additions focused on efficiency, training, and customer trust. Each iteration came directly from observing how real users, both sales reps and customers, interacted with the system in practice.

Customer Communications
Post-launch, I focused on improving how Point kept customers engaged after the sales meeting. I introduced automated follow-up emails for leads that didn’t convert right away. Personalized, branded messages that reminded them of the offer and linked back to their sales demo so they could revisit it anytime.

I also redesigned the purchase confirmation email, turning it into a station-branded summary of each customer’s full marketing package, from video and web deliverables to ad placements. These updates strengthened trust, clarified deliverables, and extended the Point experience beyond the tool itself, keeping communication clear and professional at every touchpoint.

Speaker Notes for Sales Teams
Another key enhancement was the addition of Speaker Notes, an internal-only feature designed to support sales reps during customer calls. Each screen in the tool included context-specific tips, talking points, and questions to help guide conversations and build confidence. These notes acted as a built-in training layer, giving reps quick access to product facts, cautions, and best practices without leaving the presentation. The result was more consistent messaging, smoother calls, and stronger alignment across the sales team.

Sales Rep Dashboard
To streamline sales preparation, I designed a Sales Rep Dashboard that centralized customer data and demo setup. Reps could quickly pull business details from customer websites, enter key info (name, phone, address, business type, partner station), and generate a ready-to-use sales demo in Point. The dashboard also included end-of-call interaction tracking, letting reps log outcomes and notes directly in the system. This data locked each lead to a rep for a defined period, preventing overlap, while maintaining a lifetime history of all calls and customer activity. With regional pricing built in, reps could instantly reference the correct package costs for their market, cutting prep time dramatically and helping them focus on what mattered most: closing the sale.

Integration with local partnered television news stations
One of the most impactful enhancements was a deep integration with our partner TV news stations. I built a system that generated custom URLs hosted on Sinclair’s local station websites — for example, directing Seattle customers to a branded KOMO News page. This allowed sales reps to open calls with, “Hi, I’m calling in partnership with KOMO News,” immediately establishing credibility and familiarity. Customers were then guided to the trusted station’s site, entered a unique 4-digit code provided by the rep, and launched a shared, interactive demo of their marketing package. This integration replaced our lesser-known product name with the strength of each local station’s brand, building instant trust and dramatically improving engagement and close rates across markets nationwide.

Impact & Results

Results after launch:

Proposal creation time: cut from hours → under 2 minutes
Close rate: increased by an average of 7 percentage points across sales teams
Adoption: 95% of reps onboarded in first 3 months. 100% adoption company wide 6 months after launch.
Client retention: +15% YoY.

Reps reported greater confidence in client sales meetings. Customers said they finally understood what they were buying and felt empowered by the dashboard to see results in real time.

Lessons learned

A polished pitch tool is only half the battle, training & adoption are just as critical.
Early prototypes + live shadowing the sales team gave my design process valuable insights
Building visible, trustworthy previews of customer deliverables boosted buy-in from skeptical SMB owners.

The lesson I carry from Point: brand context is a design decision. Launching the sales experience inside trusted local TV station websites changed everything overnight. The product hadn't changed. The context had.