How a global snack manufacturer optimizes foodservice operations through data management
Learn how a global snack leader uses TELUS Sales Enablement to optimize foodservice operations, improve sales performance and unlock revenue opportunities.
Key takeaways:
Unified foodservice data: Consolidating disparate data feeds into a single CRM eliminated data management silos and provided a 360-degree view of foodservice operations.
Maximizing sales performance: Automated, AI-powered insights enabled field teams to prioritize high-value customer engagement and improve overall sales performance.
Unlocking revenue opportunities: Real-time visibility into operator data and auto-shipments allowed the manufacturer to capture previously hidden revenue opportunities.
Industry-specific sales strategies: TELUS Sales Enablement provided off-the-shelf readiness, reducing the need for costly custom development.
Agile enterprise scaling: A scalable platform architecture ensured that successful sales strategies could be deployed rapidly across global business units and diverse market segments.
Executive Summary
For a global snack manufacturer, data fragmentation was a primary barrier to growth. Explore how they leveraged TELUS Sales Enablement to unify disparate data feeds, empowering their food service field teams to identify revenue opportunities and execute sophisticated sales strategies with precision. By moving from manual processes to automated, AI-driven insights, this industry leader has transformed its away-from-home sales performance and established a scalable foundation for global success.
Learn how Kerry Foodservice fuels growth with integrated solutions
See how Kerry Foodservice successfully unified their trade and sales tools to drive efficiency. Watch the webinar to learn how they closed the gap between strategy and execution.
Software used: TELUS Sales Enablement
Key capabilities delivered:
Enhanced sales performance delivery: Our customer consistently now sees improved sales performance, better customer relationship management and increased revenue opportunity realization across their foodservice operations.
Greater operational efficiency: A unified data management platform and automated insights helped our customer reduce manual processes, enabling their sales teams to focus on high-value customer engagement activities that drive sales performance.
Strategic decision-making advancement: Comprehensive analytics and reporting capabilities now enable data-driven sales strategies that create sustainable competitive advantages in their foodservice operations.
One of the things that TELUS does is help bring our different data feeds together, creating one line of sight into exactly what our teams are doing every day, and how they can execute against our customers' plans.
Senior Director
Field Sales, global snack manufacturer
About the global snack manufacturer
Our customer is a leading multinational snacks manufacturing company with a diverse portfolio of well-known products, breakfast and specialty foods brands. Their operations include an extensive foodservice line of business that represents one of the most complex environments in the industry. They needed a sophisticated sales enablement solution that could manage diverse customer relationships and unlock revenue opportunities across global markets.
The challenge: data management in complex foodservice operations
Before discovering TELUS Sales Enablement, our customer faced significant obstacles that directly impacted sales performance and limited revenue opportunities. Their complex foodservice operations and data ecosystem created three critical data management challenges:
Data fragmentation: Information and data typically came from multiple sources, making it difficult to create a unified view of foodservice operations or implement effective sales strategies.
Gaps in sales execution alignment: Without consolidated data management, it was challenging to drive alignment around customer groups and initiatives, which hampered their ability to measure sales performance and see results.
Lack of visibility limited revenue opportunities: Critical operator data, including auto shipments from partners, was never available to the field sales team, limiting their ability to follow up and drive execution that could unlock revenue opportunities.
Fragmented data from multiple sources hinders our ability to align sales efforts with customer goals. This lack of cohesion makes it difficult to track initiatives, manage team performance, and visualize clear results across the foodservice space.
Senior Director
The solution: advanced foodservice sales enablement software for enhanced data management
Our customer selected TELUS Sales Enablement to solve their data integration and visibility challenges for its comprehensive CRM capabilities and foodservice-specific expertise. Our partnership with this global snack manufacturer has continued for over a decade, beginning with our acquisition company Blacksmith. This longevity is built on a deep understanding of their business, continuous product innovation and a collaborative history.
Industry-specific expertise in CPG operations
TELUS' intimate knowledge of the marketplace and CPG industry provided off-the-shelf relationship management solutions that fit perfectly with their foodservice operational matrix.
Critical unified data management for sales performance
In an indirect sales environment, the customer needed the ability to track activities and measure sales performance. TELUS Sales Enablement helps identify effective sales strategies and scale successful approaches to maximize revenue opportunities.
Streamlined implementation experience
TELUS' retail and foodservice expertise helped streamline the adoption process, enabling the snack manufacturer to onboard our solution without extensive custom development work.
The secret sauce has been TELUS' understanding of the marketplace. They're very entrenched in the industry. Being able to have off-the-shelf relationship management in the matrix that we're in was key for us.
Senior Director
Field Sales, global snack manufacturer
Key implementation features: transforming sales strategies through data management
For a company of this scale in the foodservice industry, transformation is a major undertaking and data fragmentation can create major operational inefficiencies. TELUS Sales Enablement's core value proposition of unified data management directly addressed their most pressing challenges:
AI-powered sales recommendations for enhanced sales performance: Data-driven insights enable their field teams to make smarter real-time decisions about product placement and sales strategies, driving improved sales performance and identifying new revenue opportunities.
Comprehensive CRM integration for complete customer visibility: TELUS Sales Enablement's robust integration capabilities brought together their disparate customer touchpoints into a unified platform. This comprehensive view enables their sales representatives to access complete customer histories, track engagement patterns and identify cross-selling opportunities that were previously invisible across fragmented systems.
Scalable platform architecture for enterprise growth: The solution's flexible framework accommodated their complex organizational structure without requiring extensive customization. Built-in configurability allowed the platform to adapt to their specific workflows and reporting requirements while maintaining the ability to scale across multiple business units and geographic markets.
As travel partners on a road trip, we and TELUS each see different parts of the path. By combining our perspectives, we navigate the road faster and safer, accelerating our journey toward our organization's goals.
Senior Director
Field Sales, global snack manufacturer
The results: enhanced sales performance and revenue opportunities through advanced data management
Since implementing TELUS Sales Enablement, their team has achieved measurable improvements across their foodservice operations, sales performance and data management capabilities.
Unified data management visibility: All different data feeds now come together in one system, providing a single line of sight into daily team activities and customer plan execution across foodservice operations.
Enhanced operator execution unlocking revenue opportunities: Access to previously unavailable auto shipment data allows their sales team to follow up on products and drive sales stickiness.
Accelerated sales enablement deployment: TELUS Sales Enablement was rapidly implemented and deployed to their sales organization without extensive custom development.
In conjunction with TELUS, we were able to work through our business use case and bring that data into the CRM. Now the sales team gets monthly visibility into what products are being auto-shipped to their customers, enabling easy follow-up.
CRM Manager
global snack manufacturer
Why TELUS is the clear choice for foodservice sales enablement solutions
TELUS Sales Enablement solutions deliver unparalleled value for CPG companies seeking to transform their foodservice operations, drive sales performance and unlock revenue opportunities through industry-specific expertise and comprehensive data management capabilities.
Competitive advantages in foodservice sales enablement
TELUS brings extensive experience for an away-from-home sales enablement solution, with off-the-shelf platforms designed specifically for complex foodservice operations.
Unified data management excellence for enhanced sales performance
Our data management platform seamlessly integrates multiple data sources, providing comprehensive visibility into sales performance, customer operations and revenue opportunities.
Rapid implementation of sales strategies
Our industry-specific expertise helps accelerate the deployment of sales enablement solutions without extensive custom development, so you can deliver sales performance improvements and competitive advantages faster.
Partnership-focused approach to sales performance optimization
TELUS operates as a strategic partner, providing ongoing support, collaborative development and continuous innovation to ensure long-term sales performance success and opportunities to maximize revenue.
Learn how Kerry Foodservice fuels growth with integrated solutions
See how Kerry Foodservice successfully unified their trade and sales tools to drive efficiency. Watch the webinar to learn how they closed the gap between strategy and execution.
FAQ
How does unified data management help CPG companies identify new revenue opportunities?
Unified data management helps CPG companies identify new revenue opportunities by consolidating fragmented data sources, such as auto-shipment feeds and partner data, into a single platform, providing the visibility needed to track product movement and execute follow-up sales strategies with precision.
How do sales enablement solutions improve sales performance in foodservice operations?
Sales enablement solutions improve sales performance in foodservice operations by providing field teams with a single line of sight into daily activities and customer plans, replacing manual processes with AI-powered recommendations that allow reps to prioritize high-value engagement and drive sales stickiness.
Why is industry-specific expertise critical for data management in the CPG industry?
Industry-specific expertise is critical for data management in the CPG industry because the foodservice market operates within a complex matrix of indirect relationships and diverse customer groups that generic CRM platforms cannot handle without extensive and costly custom development.
