Sonoma Partners Microsoft CRM and Salesforce Blog

How Mark Anthony Brands Revitalized Sales Culture with CRM and Mobility

Meet MABI

Mark Anthony Brands (MABI), the United States division of Mark Anthony Group (MAG), imports and distributes fine wine, premium beer, and specialty beverages. Due to alcohol distribution regulations, MABI can’t sell directly into accounts (e.g. bars/restaurants/stores). Instead, they rely on a network of distributors to facilitate these transactions. Field sales representatives (FSR) coordinate these operations and are crucial to how MABI does business. Overtime, business practices grew inconsistent and their sales tools outdated. The FSRs needed a mobile application to enhance the way they did business.

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Time for a Change

Prior to this project, sales processes varied from region to region and from FSR to FSR. Practices for collecting/storing account information were piloted by single regions or teams, only to be abandoned shortly thereafter.

Their Leadership team aimed to provide the FSRs with a better means of doing their jobs, in order to secure better data and reporting capabilities. This shift in process would not only revitalize their sales culture but also spur enthusiasm from the FSRs by providing them with a new and unique means to reach their sales goals.

Objectives

The use cases for this project revolved around the tasks of the FSRs, which included:

  • Maintaining relationships with the account (bar/restaurant)
  • Quality assurance and evaluation of distributor performance via site surveys
  • Up-selling/cross-selling Mark Anthony Brands products

The plan?  A two-phased program including a Mobile Test Drive and mobile app development.

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Post-Launch Life

The new mobile application – named, Mability (MABI + Mobility) – completely transformed the way the FSR team functions. With the new mobile CRM tool, they have better access to customer information in the field and an easier method for entering that transactional and account information. FSRs work more consistently than before with an implemented and defined sales process. Bonus: Mability features cross-device flexibility, providing endless opportunity taking the application to a tablet, an iPad, and beyond.

If you’d like to read more about the project, check out their customer success story here.

If you’d like to learn more about Sonoma Partners’ mobile applications, visit here.

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Topics: CRM for Manufacturing Enterprise Mobility Microsoft Dynamics CRM Online