FrieslandCampina reduces release cycles for new sales aids by 60% and closes the marketing loop

FrieslandCampina was able to reduce release cycles for new sales aids by 60%. They successfully measured customer perception and the overall usage of the content in each market, content category and sales rep group, as well as for distributors vs. internal sales reps and pitching vs. training. Now, communication and exchanges between affiliates and global marketing are faster and more efficient, enabling the organization to react quickly to changing market sentiments by pushing new content and interactive material, adapting prices and calculations, releasing promotions and, most importantly, receiving instant feedback on customer interactions.

Distributor buy-in for the initiative was achieved on a cost-sharing basis in regards to devices and platform costs, as it is possible to manage multiple brands on the same devices within the same platform.

FrieslandCampina is one of the top five dairy corporations, with over €11.4 billion in annual revenue and presence in 28 countries throughout Europe, the Middle East, Africa, and Asia.

As content is created centrally and then adapted by the countries, receiving feedback on how the content was being used proved challenging. Content localization was also time-consuming, as the material had to be printed and distributed later. Additionally, from a global perspective, it was impossible to track samples, calculate spending per customer and get overall analytics on sales reps’ performance. Since there are also joint ventures with local distributors in place in some markets, the goal was to streamline product presentation centrally and be able to guide interactions between sales or distributor reps and customers.

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