How does a company post double-digit growth in a market that’s already saturated? For Valspar, the answer was by tapping the Salesforce Platform to offer customers new levels of service and responsiveness. For more than 200 years, Valspar paint has been chosen for everything from Lindbergh’s airplane to John Deere tractors to Budweiser cans. But the company only recently began marketing in earnest to consumers and painting professionals. “It takes more than putting a high quality product on the shelf to win customers these days,” explains Anne Quirk, Global IT Manager, Sales and Customer Experience. “We’re using technologies that have revolutionized other industries — like Salesforce — to connect with consumers and painting professionals in exciting new ways.” Valspar kicked off their customer company transformation by moving various global divisions onto Sales Cloud, and have begun using Service Cloud for customer relationship management. The company now has more comprehensive sales funnel forecasting and business insights, and 360-degree customer views across brands and geographies. Salesforce Marketing Cloud helps Valspar listen to conversations on social networks about their brand and their competition. And Salesforce Chatter helps everyone from sales reps to call center employees share information and collaborate to help customers.
The Salesforce mobile app has given Valspar new levels of agility and made it easier than ever for field sales to connect with customers. A team of 700+ reps — who work with retail stores to ensure that inventory is properly stocked and salespeople are properly trained — use Salesforce to access account information, keep a record of every interaction, and share success stories and pictures via Chatter. “We want to enable Sales Reps to log tickets for customer issues and work with the customer service team to find solutions while on the road,” says Tom Grooms, CIO. Salesforce is used to help service consumer paint channel partners such as Ace, B&Q, and Lowe’s. This includes task actions such as tracking daily activities like team meetings, face-to-face meetings with customers, and store audits. Valspar’s business-to-business sales reps also use Salesforce to maintain information on their retail, distributor, and industrial accounts and enter activities and call reports. Quirk adds, “Salesforce helps our reps manage every aspect of their business, so they can spend less time at their desks and more time with customers. They love it.”