Seasonal Impact makes better business decisions with Salesforce


Discover the five factors that are giving Seasonal Impact its competitive edge.

In these rapidly changing and unpredictable times, organizations need to be agile and responsive. But to ensure they’re heading in the right direction, they need access to data that will support business decisions.

Canadian landscapers Seasonal Impact has overcome this issue with an integrated platform for CRM and marketing. With centralized data providing powerful insights, the company can pivot to grow faster and stronger.

Seasonal Impact is a commercial landscaping company with offices in Edmonton and Calgary. Founded in 2010, it has three main divisions – property maintenance, landscape development, and vegetation control. Its core values are teamwork, engagement, service, and growth.

The company is in the fourth year of a 10-year plan, which it aims to grow to up to five times its current size. This will be achieved by taking a partnership approach with its customers and focusing on winning and keeping long-term contracts.

To deliver on this goal, Seasonal Impact needs visibility of the entire sales process. Although the company had a basic CRM system, the solution was no longer meeting the company’s needs, as it didn’t provide the functionality it required. As a result, the company struggled to maintain reliable records and ensure that lead follow-ups happened in a timely manner.

Seasonal Impact turned this around in 2019 with Salesforce. With centralized, digitized customer information and insights, Seasonal Impact has the data it needs to make decisions that fuel sustainable growth. 
"Salesforce is key to our partnership approach. By focusing on the customer and streamlining our processes, we’ll be able to achieve sustainable growth in line with our 10-year plan."
Keegan Andreas
Executive Vice President

1. Improved visibility of customer information.

Consistent and speedy responses to customer enquiries are a must for sales teams to reach their targets. But this requires clear visibility of customer details, opportunities, and quotes.

To ensure sales teams, estimators, and account managers can provide the highest service levels to customers, Seasonal Impact has an integrated business platform. With opportunity tracking and forecasting, the company can always be prepared, ensuring it has the right resources available. Plus, with emails linked to opportunities, everyone can see past conversations. “Sales Cloud makes it super simple to update customer information, prevent duplicates, and prioritize actions when we’re busy,” says Isaiah Owen, Sales Business Development. “We used to feel inundated and easily forget follow-ups, but we’re no longer losing data and follow-up rates have climbed to over 90%.”

2. Increased automation, standardization, and collaboration.

It’s hard to scale up a business with multiple systems and disparate data. To collaborate across the business, teams need access to the same information - and if they don’t, it can lead to inefficiencies. For example, Seasonal Impact used to have a communication issue between account managers and the estimating team. When looking to upsell new services, account managers struggled to get information to the estimating team in a timely manner, causing delays to quotes. So, they built an app on a platform that integrates seamlessly with its CRM system.

Using the app, account managers can input their upsell ideas as they peruse a property, and the information is transferred directly to the estimating team. Thanks to the new process, Seasonal Impact has reduced timeframes by more than 50%. “With standardization, automation, and integration, we can ensure the whole company is following best practices,” confirms Keegan Andreas, Executive Vice President at Seasonal Impact.

To further optimize efficiency, the company is testing an integrated mapping solution that will help simplify route planning for account managers and maintenance teams as they travel between customer sites. Seasonal Impact also plans to integrate its finance systems with the business platform to provide a 360 view of customer information.

3. KPIs that enable data-driven decisions.

As a fast-moving company, Seasonal Impact is constantly questioning what’s working and what’s not. To stay agile and make the right decisions, it needs the right data.

From recurring revenue to win rates, Seasonal Impact now captures and tracks KPIs in intuitive dashboards to help it measure the effect of any changes it makes. For example, by introducing lead qualification to check whether the team has the capacity to take on a contract, rather than quoting for every lead, the company has not only reduced the workload for an overwhelmed estimating team, but also improved close rates by 40% at its Calgary branch. This has led to an increase in revenue of CA$1.2 million!

“Before Salesforce, we didn’t know what was working or why, but now we can delve deeper,” explains Andreas. “This visibility will be key to our growth as we expand the business.”

4. Regular surveys to show customers they matter.

Customers want to know that they matter. To demonstrate its customer-focus, Seasonal Impact has introduced quarterly customer surveys.

“We used to just get a feeling if a customer was unhappy,” says Andreas. “But now we have survey responses to go on, we can respond appropriately - and as a result, customer satisfaction scores have gone up to 88%.”

5. Enhanced customer communications with targeted marketing.

Customers are short on time, and communications must be targeted to get their attention. Seasonal Impact’s new marketing team is using an integrated marketing automation solution to save time for itself and its customers. Using the solution, the team is sending out bulk emails that target customers with offers related to services that are missing from their contracts to help increase recurring revenues. It’s also sending out a monthly newsletter, which has helped create more leads.

“With integrated marketing, we have the extra edge, as we know what our customers are interested in based on the content that we’re putting out,” explains Owen. “Depending on the open and click-through rates, we can send highly targeted, relevant emails, which makes us more professional and efficient. We’re introducing lead scoring next to help prioritize sales activities and estimates.”

With these five elements for success, Seasonal Impact is building and keeping long-term customer relationships. “Salesforce is key to our partnership approach,” confirms Andreas. “By focusing on the customer and streamlining our processes, we’ll be able to achieve sustainable growth in line with our 10-year plan.”



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