Manufacturing Case Study: Wilsonart
Improving Sales Productivity and Enhancing Customer Relationships: How a global leader in Engineered Surfaces modernized its Sales, Service and Marketing operations.
Business Challenge:
Wilsonart International, a global leader in Engineered Surfaces ran its sales operations supported by a cloud based system that was plagued with low user adoption, disparate processes across different Wilsonart brands, lack of visibility into global sales pipeline and lack of data driven decision making capabilities.
Wilsonart launched the salesforce deployment initiative to replace the legacy CRM software to:
- Provide a better user experience on desktop and mobile from a functionality and performance perspective.
- Harmonize and improve processes globally including lead, opportunity, project estimation, display unit placements and samples management.
- Provide accurate and timely forecast and other performance related information via dashboards.
- Rationalize data management globally and integrate Salesforce with boundary applications.
- Support distribution centers with up to information on orders, and take customer orders.
- Marketing Cloud implementation integrated with the sales process is to enable personalized, data-driven campaigns that generate, score, and nurture leads efficiently—ultimately driving higher conversion rates and aligning marketing efforts with sales outcomes.
Solutions:
- Global deployment of Salesforce sales cloud spanning US, Canada and EU with UK planned in the next phase.
- Multi-lingual implementation supporting English, French and German languages.
- Implementation of Service Cloud for distribution centers integrating with telephony.
- Marketing cloud implementation with salesforce connector for targeted marketing campaign management, lead nurturing, lead scoring.
Results:
- Fully integrated, global CRM implementation powered by Salesforce.
- Sales adoption improved by 80%.
- Global dashboards available for sales team and leadership to review sales performance.
- Improved customer service and order entry process.
