Using Consumer Goods Cloud, Balaji Wafers has streamlined the end-to-end process of managing and auditing distributors and retailers. All interactions with channel partners are now captured on the Salesforce mobile app.
“Earlier, we didn’t know why some distributors were taking longer than others to be onboarded,” recounts Virani. “Now, we can track the entire process - from when a distributor inquiry is received on our website, to when it’s assigned to a sales rep, to all the back-and-forth communication after that, leading up to distributor onboarding. Bottlenecks are instantly spotted and fixed. As a result, distributor onboarding time has reduced by 50%.”
Field sales have also improved. Using Salesforce Maps, the company can identify the GPS locations of all retail stores in an area, and plan the distributor’s sales territory accordingly, re-carving it when new stores come up.
“Using Salesforce Maps has helped us improve the accuracy of mapping our dealer and retailer locations by 80%,” says Virani. Sales supervisors also use Salesforce Maps to coordinate field teams, optimise route plans, and schedule visits to the right channel partners at the right time.
“With smarter field planning, our reps are more productive,” says Virani. “The number of visits to partners has increased by 30% per rep per week.”
At the partner site, reps know exactly what needs to be done using the Salesforce Retail Execution App. All tasks and data around retail audits and surveys can be managed on-the-go. It’s a far cry from the days when audit findings had to be captured on paper, and manually uploaded to spreadsheets.
“Today, field reps have all the data and tools they need at their fingertips, even before reaching a distributor warehouse or retail store,” says Virani. “As a result, audits are faster and smoother.”
Audits have also become more objective and checklist-based. So, the data is easier to compile and analyse.