The Wine Group’s biggest challenge before Salesforce was the inefficient handling of data. The business ran on spreadsheets and McInnes spent every Sunday exporting leads from the website and compiling lists of customers for sales reps to call during the week ahead. The call lists were central to the business’ sales strategy and had to be ready at the start of each Monday. If they weren’t, reps would be unable to start work and would have difficulty reaching their weekly targets.
“It’s hard to explain the pressure I used to feel on Sundays. The files we had were so large they would often freeze up and I’d end up pulling all nighters to have everything ready for Monday morning,” said McInnes. “It was a very inefficient way of operating.”
The Wine Group turned to Salesforce to streamline its ways of working and establish a 360 degree view of customers. In the past, customer lists typically included just names, numbers, and addresses and sales reps used a separate system to look up past orders. Now, all of this information has been centralised in Salesforce and sales reps can easily see customers’ preferred wines and purchasing patterns.
McInnes also no longer needs to prepare lists; leads are dynamically allocated to sales reps in Sales Cloud and reps are able to follow up with each one more efficiently to reach approximately 20% more leads per day. Management also has daily reporting on how many calls reps are making and trends in answer rates and conversion. This allows them to identify right away where reps may need extra support and also helps them ensure the team reaches as many leads as possible.
All of these improvements helped drive immediate results with The Wine Group experiencing a 20 percent increase in sales in the first month of using Salesforce and a 118 percent increase in sales one year later. The Wine Group has also expanded its sales team from 20 to 70 employees.
Remarkably, most of this growth has come during COVID-19 and the business has not missed a beat. Using Salesforce, The Wine Group set up employees to work from home in just one day and has subsequently onboarded two to three new employees remotely a week.
“We would never have been able to scale the way we have without Salesforce. It’s enabled epic growth and made a massive difference to me personally as it’s given me my Sundays back,” said McInnes.