How we made Mentor Group unmissable to sales, L&D and business audiences through relevance-driven PR

Mentor Group wanted to strengthen its position as a leader in modern, tech-enabled learning and skills development, particularly around sales enablement innovation and their sustainable selling methodology.

With increasing pressure on Chief Revenue Officers, sales leaders and enablement teams to build skills quickly and keep teams performing, Mentor Group needed its insights and product launches to land with the narratives shaping the future of sales. Our relevance-focused PR programme helped the brand cut through the noise, expand its visibility across L&D and sales media and show how its thinking made a difference.

The challenge

Mentor Group operates in a sales training and enablement landscape experiencing rapid shifts. Unpredictable sales pipelines. Tighter client budgets. Fragmented buyer journeys. Despite having standout differentiators – from VR learning environments to new platforms developed by its Mentor Labs – the brand needed stronger visibility and clearer authority in a market where many providers claim innovation.

The core challenge was to make Mentor’s developments meaningful to sales leaders, L&D buyers, and business audiences. With competitors increasingly emphasising digital learning and AI-driven enablement, Mentor required positioning that connected its work to real-world performance problems leaders were trying to solve.

Our relevance‑driven approach

We reframed Mentor Group’s news, research and leadership insights through the lens of urgent sales performance issues including:

Sales pipeline fragility

Theory-based training over-reliance

Under-practised sellers

Using our RelevanceEngine principles – we shaped a PR programme built around what audiences needed to understand, rather than what the brand simply wanted to share.

Impact that mattered

Over 100,000 online coverage views, signalling meaningful audience engagement

29 pieces of coverage in year one, including placements in key titles read by sales leaders, L&D professionals and business-decision makers.

85% of articles associated Mentor Group with ‘Innovation’, positioning Mentor as a modern, forward-thinking L&D leader.

82%+ key message penetration, reinforcing Mentor’s core narrative around skills development and continuous learning.

“Working with Skout has helped us articulate the real impact of our work in a way that genuinely resonates with sales, L&D and business audiences. Their team understood not just what we wanted to say, but why it mattered. They consistently turned complex ideas into stories that elevated our brand, our people, and our solutions.”

James Barton, Chief Solution Officer, Mentor Group