At least it is if the performance of Horizon North – a supplier of modular construction solutions to Canada’s industrial, residential, and commercial sectors – is anything to go by. Since foundation in 2006, the Calgary business has increased annual revenue from CAN$50 million to $400 million. Now, with Salesforce at its side, Horizon North is aiming to hit revenues of circa $700 million by 2022.
“With Salesforce, we can focus more on building stronger customer relationships and less on managing internal processes,“ said Director of Sales Operations & Strategy, Joel Kuntz, who oversaw Horizon North’s adoption of Salesforce in just three months in 2016.
“With Salesforce, we can get – and stay - close to our customers and be more predictive about their needs.”
Today, the sales cycle at Horizon North starts even before a tender has been issued. “We have loaded our proprietary market intelligence data into Salesforce using custom objects, which allows us to be much more proactive about pitching for new business with our customers and even help them develop their RFPs,” explained Joel. “We go in armed with very valuable information and are seen as the experts.”
And Horizon North is constantly building on this good information. Every time it wins or loses a deal, it logs the key influencing factors in Sales Cloud as well as the pain points that the customer wanted to address.
Without Salesforce, such a deal would have been much harder to seal, especially in light of the particularly long sales cycles typical in this sector. “With Sales Cloud, we could track every stage of the opportunity while Chatter made it easy for all our stakeholders to collaborate on the deal. This was a big benefit as there were so many moving parts,” explained Joel. “In the bad old days, we would have lost that work. We just wouldn’t have had the right governance or visibility across the sales process.”
“Management by measurement is our culture. If you use a CRM platform just to provide monthly reports, you are missing a lot of value,” said Joel. “With Salesforce, the right person can tap into the right information at the right time, and make smarter business decisions.”
Greater visibility is also helping to energize the 45 sales professionals that use Sales Cloud on a daily basis. “We used to have everyone on a salary but now have a commissions system where teams are paid on performance. They are motivated, and we are attracting the right talent,” said Joel.
“The web is our primary channel for selling residential houses,” said Joel. “We were getting over 100 ‘hot leads’ a day from people checking out our residential products – all of these would have been considered leads before, but we can now focus in on the stronger opportunities that have a greater chance of closing.”
For Horizon North, better prospect and customer engagement will be key to its future success. “We used to be very inward focused,” said Joel. “With Salesforce, we can get – and stay - close to our customers and be more predictive about their needs.”