SRW Products

SRW Products sells hardscape solutions and concrete products – such as adhesives, sealers, cleaners, and polymeric sand – to distributors and dealerships that resell to contractors and homeowners. SRW sells new and innovative products, in addition to providing educational materials and expert consultation to assist distributors and dealers in serving their customers.

SRW’s current Salesforce Implementation lacked customization to fit both their Sales and Service Team’s business processes, which led to severe issues with adoption and overspending on unused technology. They were also dealing with significant data quality issues, due to an ERP integration gone wrong. This created high volumes of duplicate and incorrectly structured Accounts and Contacts.The SRW Sales Team did not have a way to easily identify the Accounts and Contacts that represented their Clients and Prospects, nor did they have a way to manage their Sales and Service Workflow.

The SRW Marketing team lacked knowledge of their marketing tool, Pardot, and didn’t hace a strong marketing strategy for Contractors and Homeowners. There was also no clear handoff between Sales and Marketing, which led to a complete halt in Distributor/Dealer Marketing communication.

Solving IT’s managed services offering was used to help SRW prioritize the following initiatives

• Salesforce Account + Contact Data was deduplicated, cleansed, and merged to match the structure in which customer data is captured in SRW’s ERP. Matching and duplicate rules and validation rules were also written to easily identify and/or prevent Sales Reps from creating duplicates in the future.
• Mobile was configured, updated to Lightning, and optimized to reflect the SRW Sales Process in the desktop application.
• CPQ was analyzed to understand quoting requirements and current level of use vs. SRW’s ongoing cost.
• Pardot training and analysis provided to determine the full knowledge gap and recommended use of the tool.
• Web to case was introduced to allow SRW to easily submit Product Issues on their website.

As a result of these changes, Sales and Service Reps can easily identify their Clients (and Prospects), in addition to manage their day to day workflow entirely in Salesforce. Management can easily view and report on Sales Pipeline and Case Workflow, in order to better support SRW team members to increase revenue and customer satisfaction. Sales Reps are now able to effectively plan and manage their days from desktop or mobile devices, including Sales routes, to easily identify customers in the area for upsell opportunities. Marketing has a clear path forward with insights and visibilities into Sales communication. Lastyly, SRW recognized significant cost savings through the decision to take advantage of native Salesforce Quoting rather than CPQ.