National Foodservice Distributor
Salesforce as the sales layer over an existing ERP
This national foodservice distributor moved its sales team out of an ERP into Salesforce, with two-way ERP sync, analytics and marketing automation.
This national foodservice distributor moved its sales team out of an ERP into Salesforce, with two-way ERP sync, analytics and marketing automation.
A national foodservice distributor ran its entire sales process inside an ERP with limited CRM capability, leaving pipeline and customer communication history scattered and reps without a view of the accounts they owned. We made Salesforce the sales operating layer above the ERP with a two-way integration spanning roughly 24 objects, added four CRM Analytics dashboard suites for customer health and white space, and brought in Einstein Activity Capture and Account Engagement. Reps now work account history, pricing and email activity from one screen, with white-space and health analytics guiding where to sell next.
The sales team worked inside the company's ERP, a system with limited CRM capability. Customer interactions, pipeline and communication history were scattered or entirely invisible, and reps had no centralized view of the accounts they owned. Earlier attempts to connect the ERP to a CRM had proven complex and costly, leaving sales without the visibility to act on margin, pricing or account health.
We made Salesforce the sales operating layer over the ERP, syncing core sales objects out and roughly two dozen ERP objects back, including vendor costs, customer pricing, and purchase and sales orders. The ERP remained the source of truth for bids and orders while Salesforce became where reps work. CRM Analytics surfaced customer health, product performance and white space; Einstein Activity Capture brought email history into the platform; and Account Engagement powered segmentation and campaigns.
Reps now work account history, pricing and email activity from a single screen. White-space and health analytics guide where to sell next, backed by four CRM Analytics dashboard suites and roughly 24 unified ERP objects.
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