CASE STUDY
Cape Brewing Company
Crafting better sales decisions
CBC is a modern craft beer brewery dedicated to making the finest beer possible: “Craft beer made in South Africa, for South Africans”. This CBC case study examines how easily a state-of-the-art-brewery adopted a sales tool that is as hardworking as its individuals. The Skynamo Field Sales Management software is used daily to update, track and analyse sales activity nationwide.
Cape Brewing Company is a firm favourite among South African craft beer lovers. They opened their doors to the public on 10 December 2012 and within the first year they drew more than 30 000 visitors to their brewery.
Muller Burger was appointed as the Sales Manager towards the end of 2016 and although Cape Brewing Company were already signed up as Skynamo customers, no one was making use of the app.
“When I started at CBC there was a serious lack of a CRM (Customer Relationship Management) tool, we had no customer data and our stock and price lists were in hard copy. Furthermore, our sales reps were only receiving their sales target results after month-end and as a result, they couldn’t see if they were on track with their targets or not. Consequently, they lost out on commission.”
Muller
Sales Manager
Outcomes
With 13 reps in the field gathering data from over 1 000 companies, Skynamo has given management at Cape Brewing Company insights into their business and sales data, helping them make more informed decisions and move their business forward.
Although the sales reps were a bit weary of Skynamo at first, they quickly realised the app offered many benefits including the ability to capture customer data and assist with route planning, as well as the ability to see live stock levels and pricing.
“The app is a fantastic tool, but two features that have been complete game-changers for us are Skynamo Business Analytics which we use to draw insights and the integration with Pastel (our accounting software) to pull live stock levels, pricing and invoices from the field. The Business Analytics reports give us real-time data on our reps’ KPIs, how many surveys and forms they have completed at customers, the average time our reps are spending at customers, as well as other valuable data. This has helped our company move towards smart data, meaning we can react much faster to information gathered by our sales reps.”