Sonoma Partners Microsoft CRM and Salesforce Blog

Eat, Drink, and Deploy: CRM for Food and Beverage Manufacturers

Sonoma Partners is no stranger to the food and beverage industry. Even the name Sonoma Partners is inspired by the wine producing region of Northern California!

Our experience in deploying CRM for manufacturers in the food and beverage industry ranges from breweries to hard lemonade. We’ve written summaries on a few of our F&B projects to highlight what we’ve learned along the way about successful CRM implementations for food and beverage manufacturers:

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New Belgium Brewing Company
Craft brewery located in Fort Collins, Colorado.

When we first started working with New Belgium, they had a CRM system up and running; however, the employees underutilized the system and the data had long grown stale. This ineffective system failed to provide their sales team with a productive tool in the field. In order to provide optimal service to their customers, we built them a touch-based mobile app to access CRM account information wherever, whenever.

“This new application that Sonoma Partners has designed for us has really taken things to the next level for us, in terms of being able to do everything on-the-go. It is a very valuable tool from both a time-saving perspective and the ability to have information at your fingertips with the swipe or click of a button.” – Matt Furlong, Sales Project Manager, New Belgium

With their new application Rangerland, sales reps can manage appointments, conduct surveys, take notes, and even view sales histories using CRM data on-the-go. While on site, sales reps can easily pull up client information to display past transactional information to help the customer repeat orders andlook up previous records. Since deployment, data entry time has dropped by 5 minutes per sales call, giving sales reps more time to sell, meet with clients, and distribute product.

“Working with New Belgium taught us the value of an on-the-go application for food and beverage manufacturers. Their sales reps are constantly in the field, meeting with the locations that sell their product. Having access to critical customer data while in the field along with a simple way to communicate any issues back to the home office has proven instrumental for their team’s efficiency.” – Kristie Reid, VP of Consulting, Sonoma Partners

Mark Anthony Brands
U.S. division of Mark Anthony Group, leading distributor of wine, beer, and beverages in Canada. Flagship product: Mike’s Hard Lemonade.

Mark Anthony Brands (MABI) leadership team wanted to provide their sales reps with a more productive method of doing their jobs. Depending on the sales rep and their region, the mechanisms for collecting and storing account information varied. Without a single procedure in place, th quality of the data and data collection suffered. Further, without a defined method for data collection, leadership struggled to track customer engagement and transactions. The outdated procedures and lackluster tools caused the sales team’s morale to suffer.

Sonoma Partners conducted a Mobility Test Drive with the MABI salespeople to learn how they operated in their day-to-day jobs. Based on ride along observations, we created an optimized mobile application that satisfied their unique requirements. Ultimately, the mobile app revitalized the sales team by providing them with a tool to better access customer information in the field.

“The Mobility Test Drive was key for us to get an inside look into how the sales reps operated and to allow us to customize an application accordingly. For an industry that demands detail-oriented focus and customer experience consistency to survive, a customized application that fits into the daily lives of sales reps can be essential for productivity.” – Aaron Robinson, Principal Consultant, Sonoma Partners

Brooklyn Brewery
Based in Brooklyn, distributes beer to over 25 states and 17 countries.

Like most breweries, Brooklyn Brewery’s sales reps maintain relationships with their customers (restaurants, bars, stores, etc.). Mostly, this work involves monitoring product quality, building relationships with buyers, and conducting surveys. Previously, Brooklyn Brewery sales reps lacked an outlined process or set of procedures to ensure client interactions were consistent in the field. Without a centralized system to track procedure or historical performance data, leadership struggled to make key business decisions.

“CRM has brought a ton of focus into what we’re doing. A brewery of our size has a lot of brands and items we are trying to sell. That can be a big headache. CRM helps our sellers focus on what they need to do from day to day.” – Greg Donheiser, Sales Analyst, Brooklyn Brewery

With Microsoft Dynamics CRM, Brooklyn Brewery provides their sellers with better support and record keeping that improves both efficiency and process, resulting in faster and more strategic sales. A new Sales Call Template built into CRM provides a survey and list of to-do's for reps to follow each time they visit with customers.

“The responsibilities for sales reps at food and beverage manufacturers can manage hundreds of accounts at a time. CRM can allow this industry to better compete by providing client-specific experiences with data available at their fingertips.” – Tom Demana, Consultant, Sonoma Partners

You can read more customer success stories on our website here.

Looking to take your sales organization to the next level with CRM? Contact us.

Topics: CRM for Manufacturing