Effective sales forecasting and performance evaluation are key components for any sales-oriented organization. AIS was able to successfully aid The Charmer Sunbelt Group (CSG) in the development of Goal Model, a web-based application that would help effectively facilitate the sales management process among the groups many distributors and brokerage houses. Read on to learn more about how we were able to create an application that provided deeper sales insight for better accountability and, as a result, competitive edge.
Background
CSG is one of the nation’s leading distributors of fine wines, spirits, beer and other beverages. A group of privately held companies, CSG operates local distributor and/or brokerage houses in 15 markets: Alabama, Arizona, Colorado, Connecticut, Delaware, Florida, Maryland, Mississippi, New Jersey, New York (Metro and Upstate), Pennsylvania, South Carolina, Virginia and the District of Columbia. Together, these companies employ more than 7,000 associates who bring to market some of the most important and well-known consumer brands in the world. CSG is a family-owned business that proudly serves as the critical link between wine and spirit suppliers, and the retail outlets where alcoholic beverage brands are legally and responsibly sold and enjoyed.
Challenge
Since the 1930’s The Charmer Sunbelt Group has grown significantly, expanding its reach through strategic partnerships in different states. Part of Charmer Sunbelt’s competitive strategy includes proactive and forward-thinking technology, especially when it comes to supporting sales. CSG determined that a significant competitive advantage would be gained by modernizing sales forecasting and planning processes for their geographically distributed network of sales teams. Becoming more sophisticated about sales activity earlier on in the sales cycle would allow them to set goals with suppliers while also creating a more insightful level of accountability for the performance of their sales representatives.
Solution
Charmer Sunbelt brought in AIS to help build a Business Intelligence (BI) solution that would provide sales funnel activity insight to their suppliers as well as help plan their own sales goals. AIS developed a web-based application called Goal Model where Charmer Sunbelt sales management can set periodic goals for their sales associates. On the back-end, sales and other sales activity originating in
SAP and surfaced from a SQL Server Analysis cube are tracked every night. SQL Server Reporting Services generates reports which are delivered to the sales management via subscriptions, allowing them to manage their day-to-day sales strategy. Their initial solution utilized a spreadsheet to set goals, which limited the ability to set more complex goals and made tracking achievement burdensome.
Results
Internally, the Goal Model BI application has been well-received. “AIS has delivered several versions of the application successfully. The newest version of Goal Model has markedly improved application stability while reducing support costs. Everyone involved has embraced the new system.” said Michael Berger, Executive Director, IT Planning, Service & Development at Charmer Sunbelt. Because of Goal Model, Charmer Sunbelt is able to holistically see, plan and act on all sales activities faster and more efficiently. They’re also able to provide the sophisticated activity insight to suppliers, improving goal-planning for both supplier and distributor alike.
Business and Technical Achievements
The Goal Model application has yielded the following for CSG:
- Enhanced sales management, strategy and tracking
- Improved application stability
- Cost reductions
Additionally, the publication has seen the following technological advances:
- More robust reporting via SQL Server Reporting Services
- SQL Server Analysis Cube for back-end tracking
- Enhanced business intelligence
Technology
- ASP.NET
- MVC3
- HTML5
- SQL Server
- SQL Server Reporting Services
- SQL Server Analysis Server