Within the world of bakery and oven equipment there are complexities at every turn. From quality manufacturing, which consumers expect to be speedy and completed yesterday, to the distribution and delivery where temperature, safety and quality are crucial, customers can be demanding and hard to please.
No one knows this better than CS Aerotherm. Their problem was that coordinating all sales and marketing activities with existing customer needs was proving to be daunting. The sales and marketing teams need to be successful at not only courting potential customers for months on end, but be ready to upsell and cross-sell to current customers, too. Managing customers from all across the globe, documenting their specific needs and generating an output that the manufacturing team had to refer to was rather challenging. Without a proper digital system, things were being lost in emails, paper trails, spreadsheets and undocumented phone calls. Each team member was working on a different doc or spreadsheet. Customer conversations were shared through email without a finger on the most recent updates. Many people knew things, but this was not shared. If someone went on holiday, then that silo of information was lost to the others. All this was resulting in revenue loss, chaotic relationships between departments and lost customers. Their processes had to change for the company to achieve its growth vision.