Industrializing field CRM to save time and steer margin

Distribution of building cladding and smoke extraction solutions
40+ regional branches in France
500-1,000 employees

3,988

Reports generated since rollout - about 500 voice reports per month

+95%

Of reports completed the same day as the customer visit

ERP

Visit objectives and customer revenue available before every meeting

El reto

A demanding network, without a truly operational CRM.

For Stéphane Peloux, Altema’s Sales Director, the challenge was to digitize field teams across an ETI with 40+ branches, in a sector where mobility and commercial responsiveness are critical - using the rollout of a new CRM, led with integrator Scan & Conquest, to structure the sales organization and change how the CRM is fed.

Antes de Trustlead

A real business requirement - sales development, margin steering - but no suitable tool to support it. Field commercial data was scattered across smartphones, Excel files, OneNote notes and Outlook inboxes. Direct consequence: customer capital that was hard to hand over from one rep to another, histories lost with every team change, and no consolidated portfolio view at network level.

Con Trustlead

Puesta en marcha

Rolled out at the same time as the new CRM - not after the fact - with dedicated field enablement: 12 to 13 half-days of on-site presentations in branches. Co-construction: field feedback continuously feeds product evolution. Trustlead was also connected to Altema’s information system to surface BI data straight from the ERP: visit objectives and customer revenue, available before even walking in.

Casos de uso en campo

Voice report dictated right after each customer visit, without going back to the office
Tour tracking by branch, with account segmentation
Pre-visit brief enriched with sales objectives and customer revenue from the ERP
Automatic data consolidation to steer margin at network level

Impacto y resultados

Structured steering

Segmentation, tours and centralized tracking by branch

Industrialized CRM

Field data that can actually be used to steer margin and growth

“I leave the meeting, I press a button, I talk as if I were on the phone with my sales assistant, and in 45 seconds I have a clean, structured report, with the key points, the offer to send and the next actions.”