Callico Distributors Achieves Data-Driven Growth With White Cup CRM and BI

Before discovering White Cup BI, the company had to hire data analysts to produce meaningful reports from its ERP system. This approach worked, but it cost several hundreds of dollars per hour and could take two weeks or longer to obtain data. They needed real-time access that would help them identify their best opportunities for growth, set more meaningful sales goals and monitor key performance indicators.

“We didn’t have any executive reports. We were just blind in a lot of ways. And then it was so tough to get a report once we decided something might be worth looking into. I think we just didn’t do it in a lot of cases.”

Since implementing White Cup BI over a decade ago, the company has increased profitability using data to make more strategic, growth-driven decisions. Callico has also invested in White Cup CRM to set smarter sales forecasts, improve customer engagement and monitor sales performance. Here’s a closer look at what they’ve achieved.

Identifying the Best Growth Opportunities

Before White Cup, Callico relied heavily on traditional methods of gathering data. Salespeople covering large territories had to return to the office to access and run reports, leading to outdated and often irrelevant data. Without a centralized system, the team couldn’t easily see which accounts were most profitable, which products had the highest demand, and which customers may be at risk of churn based on a lack of recent orders.

Now, team members across the organization have access to the data they need to answer these key questions. Within seconds, the sales team can pull up a customer scorecard showing purchasing history, open orders, late shipments and invoices so they can have more informed conversations. They can see which accounts are most profitable and which ones they need to re-engage.

The accounting team can readily see which accounts need attention and budget more effectively. The operations team more accurately forecasts demand based on historical trends, and the executive team sees the company’s performance at a glance.

“Building customer reports or trending reports is very straightforward,” Callahan said. “Being able to drill down into data, having it be dynamic, solved a lot of problems. And our team can get this data anywhere.”

Improving Collaboration Between Sales and Marketing

The disconnect between the sales, marketing and operations teams and silos of data meant there was limited visibility into sales performance and targets. Callico had Salesforce, but the sales team found the CRM software too complex and difficult to use.

The team wasn’t able to share data between Salesforce and Callico’s ERP system. To address this, the company was considering investing $60,000 for a custom-developed integration between the two platforms.

White Cup BI gave Callico the reporting they needed to see product lines’ performance and deals associated with different contacts and accounts. The fact that White Cup CRM could integrate directly with their ERP and display all the business intelligence they’d come to rely on in the CRM software made the decision an easy one.

Callico is now using White Cup CRM and BI to set sales forecasts, show sales performance and execute marketing campaigns with prebuilt email templates and automation.

They can also monitor the performance of every campaign and immediately see the impact the team’s efforts have on sales.

“We’re going from a totally siloed solution to being able to have visibility between these pillars of the business and being able to plan and react to what’s happening in each one of them,” Callahan said. “We use insights that we get from White Cup BI to create opportunities or leads within the CRM, launch marketing campaigns, and feed the data directly to sales.”

Callico is also in the early stages of using White Cup’s eCommerce integration to glean insights from customer activity on the company’s website, such as which products customers research most often.

Increasing Visibility Into Key Performance Indicators

Before using White Cup BI, Callico lacked a good way to see the company’s overall performance at a glance. If they wanted to look at year-over-year performance, they had to spend hours compiling data from their ERP. If they wanted insight into their top-performing products, they had to hire an analyst.

Now the company can see year-over-year performance, top accounts and products, total sales, and other KPIs in a single executive dashboard within White Cup BI.

The sales team can see a snapshot of a customer’s purchasing history, orders, and more whether they’re in the office or on the road checking their mobile phone. They are able to quickly and easily summarize sales calls and visits within the system and set up automated reminders and emails to follow up.

The company hopes to expand its use of the White Cup Suite to help improve its eCommerce experience, optimize pricing and more.

“What’s great about White Cup is that it doesn’t require a large team of analysts to operate, yet it still delivers incredible insights that are crucial to our success,” Callahan said.