Introduction

A global leader in the food and beverage industry needed to redefine its go-to-market (GTM) strategy. The main goals were to increase market share, improve sales processes, and achieve distribution savings. By using Salesforce, the company aimed to optimize its Direct Store Delivery (DSD) system. This change would drive productivity across its sales teams and enhance front office operations. To achieve these objectives, a leading global consulting firm partnered with the company to design and implement a comprehensive GTM strategy that would impact its entire sales function.

Challenge

The company’s existing sales and distribution system lacked efficiency and scalability. Fragmented processes, slow in-store execution, and inadequate data analytics hindered operations and affected competitiveness. As a result, the company needed a solution that could optimize sales productivity, streamline retail execution, and provide real-time insights into operations.

Solution

1. Strategy & Vision
   The consulting firm began with a 3-week blueprint phase. During this phase, they defined the strategic fit for DSD technology transformation. They carefully mapped out key program decisions—including strategy, processes, and IT framework—to ensure alignment with the company’s broader business goals.
2. Design & Pilot
   Next, the consulting firm collaborated closely with the client. They used Salesforce’s global templates and agile methodologies to launch a pilot program in key regions such as Mexico, Brazil, and CASA. The team customized the solution for each region to meet local market needs. This pilot focused on streamlining retail execution and improving in-store efficiency through the Salesforce-powered system.
3. Launch & Refine
   The transformation continued with developing a mobile front end for MC1. Within 6 months, the minimum viable product (MVP) was released, which significantly decreased average visit time. Additionally, Salesforce CRM and Business Analytics Platform (BAP) were integrated to support the transformation. This integration allowed sales representatives to access real-time data and make informed decisions on the go.
4. Optimize & Scale
   The solution was then scaled across the region, extending its reach to over 15 countries in LATAM. With a focus on developing advanced capabilities in agile program increments, the company began to see savings from more efficient processes and optimized resources.

Results

The Salesforce-powered solution delivered significant improvements across the organization:

• 4% increase in incremental revenue through optimized credit management.
• 120 minutes saved daily for sales representatives, allowing them to focus on more valuable activities.
• Over 7.8 million customer visits recorded on the platform to date, demonstrating wide adoption and success.

Impact Metrics:

• Customer Experience: 5/5
• Employee Engagement: 5/5
• Productivity: 5/5
• Growth: 4/5

Conclusion

This case study highlights how leveraging Salesforce’s powerful suite of tools can transform sales operations and drive business growth. By implementing a comprehensive cloud-based solution across key regions, the company achieved impressive productivity gains while aligning its sales processes with its new go-to-market strategy. With a clear focus on agile development and localization, the company rapidly scaled and optimized its front office. As a result, it made significant strides toward achieving its global business objectives.