Case Study: How CRM Fragmentation and Sales Funnel Misalignment Cost a Manufacturer Valuable Insights
Background: A Major Manufacturer with a Disconnected Sales Network
A manufacturer with a widespread sales network relied on multiple independent rep firms, each managing sales through its own CRM and processes. With no integration between systems, sales data remained fragmented, limiting visibility and efficiency.
The Problem: Poor Visibility, Lost Customer Data, and Inefficiency
• No clear visibility into the overall sales funnel
• Slow and inconsistent data flow
• No standardized sales process across rep firms
• Lost customer relationships as rep firms owned key client interactions
The Manufacturer’s Failed Hybrid Approach
The manufacturer attempted to add an inside sales team alongside the rep firms, but this created new issues:
• Duplicate efforts between inside sales and rep firms
• Commission disputes over deal ownership
• Continued CRM fragmentation and lack of real-time visibility
What Should Have Been Done Differently?
Instead of a fragmented hybrid model, the manufacturer should have built a dedicated inside sales team with:
• Former rep firm salespeople bringing their industry connections in-house
• A single, centralized CRM system for full sales visibility
• Direct customer relationships to ensure long-term loyalty
• Aligned incentives to eliminate conflicts over commissions
Key Takeaway
Rep firm reliance left the manufacturer blind to its own sales funnel. A transition to inside sales would have provided control, efficiency, and better business insights.
Next Steps: Take Control of Your Sales Data
If your sales data is scattered across multiple rep firms and disconnected CRMs, you’re making decisions in the dark. The good news? There’s a better way.
✅ Gain full visibility into your sales funnel
✅ Build stronger, direct customer relationships
✅ Eliminate CRM inefficiencies and lost opportunities
📩 Let’s talk about how to streamline your sales process and transition to a more data-driven, efficient strategy. Message me on LinkedIn or email me to schedule a free consultation.
