Driving commercial excellence in manufacturing demands data-driven decision-making, and many industry leaders are leveraging the power of Sales Cloud and an effective data and analytics strategy to empower their field sales teams and streamline operations.
Solenis, a global leader in specialty chemicals, recognized the need for such capabilities to gain a competitive edge in their market. By harnessing Salesforce CRM Analytics (CRMA), they aimed to transition from manual, time-consuming processes to a more efficient and strategic approach to sales excellence.
Moving from spreadsheets to predictive insights and actions
Solenis needed a way to accurately measure the success of their newly implemented Commercial Excellence Playbook and get better visibility into sales team performance, so they could assess the effectiveness of their go-to-market strategies and coach the team on growth areas.
Larry Anker, Director of Commercial Excellence at Solenis, and his team had been spending significant time manually pulling data and compiling performance metrics. He said, “It was like thirteen Excel spreadsheets we had to download on Sunday, for every district, compile it, then calculate little gold stars and paste it onto a PowerPoint slide for our Monday call each month.”
To overcome these inefficiencies and get better sales performance insights, Solenis partnered with Atrium to create a Commercial Excellence Scorecard. The scorecard helped the Solenis team measure performance across key areas, including Account Management, Pipeline, Value Advantage, and TREK data.
This proved particularly valuable in their North American Water/Paper Growth businesses, where it standardized sales processes and uncovered patterns of success.
Thanks to Atrium, what we built with this scorecard is available in real time. Anybody, from our CEO to field sales reps, can assess how well we’re hitting our commercial excellence metrics.
Another key element of the solution was a machine learning-powered Opportunity Scoring Predictive Model. This model provided deep insights into which opportunities were most likely to close, allowing the sales team to focus their efforts on the highest-scoring prospects.
In addition to the data science and analytics work, Atrium’s business change enablement and Elevate managed services teams ensured a smooth transition, providing the Solenis team with the training and support they needed to adopt these new tools and maintain momentum.
Want even more insight into driving commercial excellence?
In a recent webinar, Larry highlighted the critical role of the Commercial Excellence Scorecard in providing real-time visibility into key metrics. Watch the full conversation to learn more about Solenis’s journey and how they’re using CRMA and predictive analytics to address disconnected processes, complex sales cycles, and siloed data.
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