Why Read This
How do you leverage a treasure trove of end customer data when it suddenly comes available? Sybron Dental, a dental supplies company, faced this scenario when it struck a deal with its distributors to make end user sales data available directly to the company. This created the ideal opportunity to implement customer relationship management (CRM) and use it to leverage information about customer usage patterns, boosting the productivity of a 75-person sales organization. Sybron implemented a traditional CRM application on laptops and also deployed a mobile solution providing access via smartphones and tablets. The result? Customer information is now more centralized and accurate, so the ramp-up time for a new salesperson taking over a territory has been reduced; the sales rep now has visibility into customer transactions that previously only their distribution partners had; and the company is seeing increased revenues from sales personnel who actively use the CRM system.