Vermeiren turns an unused CRM into its sales cockpit
From an unused CRM to the sales cockpit
Key results
- Adopted the CRM sales managers use to run their teams
- Targets per rep and product line in the CRM, not in Excel
- Journeys segmented campaigns and events, for the first time
The client
Vermeiren is a Belgian manufacturer of manual and electric wheelchairs and other mobility aids. It sells internationally through independent specialist shops.
The challenge
The company had bought Salesforce for sales, service and manufacturing. Only service roughly worked. Marketing was never onboarded. Sales saw the CRM as an admin tool, with a poor setup and poor data, so almost nobody used it.
Targets per rep and per product line lived in Excel. Marketing licences bought years earlier had never been implemented. Management faced a simple question: invest in Salesforce, or drop it.
What we did
Quick wins first. We fixed the setup and improved the user experience, so sales reps had a reason to open the CRM again.
A sales reporting layer. We built full sales reporting and dashboards for managers.
Targets in the CRM. Yearly and monthly targets per rep and product line moved from Excel into Salesforce, next to the actual sales.
Marketing from scratch. We rolled out Marketing Cloud Next with advanced segmentation, journeys, tailored emails and landing pages for events.
The result
The CRM is now the tool sales managers use to run their teams. Targets per rep and product line live in Salesforce instead of Excel. Marketing runs segmented campaigns and event journeys for the first time.
