Torani started in 1925 as a small family operation run by an Italian-American couple with a handful of recipes for flavored Italian soda syrup. They sold the first bottles of Torani syrup to stores near their home in the North Beach neighborhood of San Francisco. Now, almost 100 years later, Torani is an internationally distributed company that boasts a product range of over 200 flavors of syrups, sauces, and more. Customers can find its iconic red-yellow-and-blue label on the shelves of coffee shops, restaurants, and kitchen counters worldwide.
Despite incredible growth, Torani remains ambitious. Its next step is to expand to new markets and distribution channels, with the intention of doubling revenue by 2025. To reach this goal, Torani plans to elevate marketing campaigns and sales strategy and increase customer engagement worldwide.
With Sales Cloud, Torani can manage all U.S. deals with less than 40 sales reps. It started off by integrating Salesforce into Outlook to manage contacts, but the company now uses Sales Cloud to oversee opportunity management, pipeline management, and reports and dashboards. After implementing Chatter to cover internal correspondence, Salesforce now facilitates employee collaboration as well.
Salesforce keeps a record of every customer communication and interaction, so Torani has a 360-degree view of every customer and every case. “I’m happy to say, now everybody can see information about different accounts and how they’re doing,” said Mwila-Jonath. With visibility into the company and its customers, Torani can keep track of its customer relationships as it explores new sales opportunities and marketing strategies.
Salesforce also facilitates collaboration within Torani. Mwila-Jonath explains, “Collaboration has gotten a lot better than it was, and not just within the sales department. Anyone who is connected to Chatter can see what’s going on if there’s a campaign. There’s been a noticeable increase in productivity and engagement because our team members are more aware of what’s going on, because they’re able to share what they know and contribute to different projects.”
Torani’s other big growth goal is increasing customer engagement with direct consumers. The vast majority of Torani’s sales comes from big retail customers, importers, and national accounts, who then distribute products to individual buyers. “Even if the consumer or the cafe operators are not buying directly from us, we want to be able to have a relationship with them, because ultimately, they’re the ones who are consuming the product we make,” said Mwila-Jonath. To that end, Torani engages with fans on social media by showcasing recipes using Torani products. “It’s all about customer experience. It’s about how Torani loves consumers, and consumers love Torani.”
Using Social Studio, Torani can build relationships directly with its community of consumers by engaging with them in personal and creative ways. With Pardot, Torani creates personalized, targeted email campaigns that generate marketing-qualified leads (MQLs), which are automatically assigned to regional sales reps to continue their success with distributors.