Improving Digital Customer Experience for B2B Companies with SAP Sales Cloud Solution
In the ever-evolving landscape of B2B distribution, salesmen engaging in meaningful discussions with channel partners despite limited time availability presents a formidable challenge.
In this blog, we present a case study of a prominent distribution company with an extensive network of over 8,000 channel partners. This distribution company has effectively overcome the obstacles arising from data unavailability, data accuracy, and system silos to improve salesman productivity.
This blog elaborates on how SAP Sales Cloud empowered this company to enhance their digital customer experience, bolster sales efficiency, and drive sustainable growth.
1. Key Challenges Before Implementation of SAP Sales Cloud
Before the implementation of SAP Sales Cloud, the following were the key challenges faced by the sales team:-
- Lack of Stock Visibility: Sales representatives operated without a comprehensive, real-time view of stock availability. This limitation hindered their ability to give channel partners accurate information regarding order fulfillment.
- Mobility Constraints: The lack of mobility access prevented sales representatives from providing immediate sales quotations during partner visits.
- Fragmented Transactional Data: Critical lead-to-cash cycle transactions were scattered across multiple applications. This fragmentation resulted in a lack of transparency into essential account receivable details and credit limits during partner interactions.
2. Implementing the Solution to Enhance End-to-End Sales Process
The solution combines SAP Sales Cloud with the existing SAP S/4HANA system. It enhanced the overall functional efficiency of the business operations, ultimately leading to heightened productivity and more informed decision-making. The following are the highlights of the implemented solution:-
- Improved End-to-End Process: The Lead-to-Cash process is streamlined and made more effective with the integration of front-office and back-office operations.
- Complete Customer Insights: SAP Sales Cloud now provides a complete view of customer details, helping the sales reps better understand customer needs.
- Partner Dashboard: Sales reps can access a partner dashboard to see sales history, trends, and outstanding amounts, which helps with financial management during partner visits.
- Stock Reporting: Sales executives can check material stock availability across all branches and request stock transfers when needed to fulfill orders.
- Analytics: The leaders and other teams can access reports that provide insights into sales team performance and guide decision-making.
3. SAP CX Post Implementation Improvements & Benefits
The following are the most noticeable improvements and benefits that underscore the transformative impact of this implementation while streamlining critical business processes:-
- Enhanced Efficiency: Real-time stock reports and partner information have boosted order fulfillment and delivery efficiency by an impressive 50%.
- Heightened Productivity: With the ability to access real-time information via the mobile app while in the field, productivity has increased by ~30%
- Performance Tracking: Interactive dashboards and reports clearly show sales team performance and partner preferences, facilitating informed decision-making and improving operational effectiveness.
4. Challenges Faced While Implementing SAP CX
The implementation of SAP Sales Cloud was not without challenges.-
- Streamlining Supply Chain Process: Before implementing Sales Cloud, it’s crucial to streamline supply chain processes. Identifying and mapping data flow between C4C and existing ERP systems has proven to be a challenge.
- Change Management: Introducing a new system might face resistance due to people’s comfort with existing processes and tools. Effective change management strategies are essential to overcome this resistance and ensure a smooth transition.
- Data Cleansing Activities: Initiating data cleansing activities early in the process is critical. This ensures seamless data transfer from old systems to the new Sales Cloud solution.
