FOUNDED 
2008
SIZE 
150,000 Employees
LOCATION 
Leuven, Belgium

A mobile app boosts productivity and offers sales reps more time for selling.

When a company has $43.6 billion in annual revenue, even the slightest inefficiency in sales processes can pose a significant financial shortfall. That’s the situation multinational beverage giant AB InBev faced several years ago, before the launch of its Field Sales Execution app with Salesforce App Cloud.

"This was the first time I’ve seen so much positive feedback from our sales guys. They love the new tool, and we continue to enhance it with even more features.”

- Vital Potlatov, Senior Business Technologist

“Sales reps were unhappy. They couldn’t calculate their bonuses. They couldn’t measure their success. There was simply no business efficiency with their systems. The business demanded a mobile solution.”

- Vital Potlatov, Senior Business Technologist

The
business
challenge

The business challenge

AB InBev grew into the world’s largest brewer and third-largest consumer packaged goods company through mergers and acquisitions, which left the company with a siloed and fragmented IT landscape. Sales representatives, in particular, were impacted by having to use old and heavy systems that increased their time spent on administrative tasks, putting a drag on their sales productivity.

 

“Sales reps were unhappy,” said Vital Potlatov, Senior Business Technologist with AB InBev. “They couldn’t calculate their bonuses. They couldn’t measure their success. There was simply no business efficiency with their systems. The business demanded a mobile solution.”

THE SOLUTION  

The
solution

The solution

In 2014, the IT team at AB InBev selected Salesforce for its CRM platform. To create a mobile sales solution that would work with the Salesforce back end, Potlatov and his teammates began consulting with sales teams in a variety of countries in order to understand their processes and requirements. After a year in process standardization across many countries and development of the solution, the mobile app went live, followed by further fast rollouts every 120 days.
THE BUSINESS CHALLENGE  

Featured App: Field Sales Execution

By automating so many administrative tasks that previously had to be done by hand, the Field Sales Execution mobile app frees AB InBev sales reps to spend more time to engage with customers. The app also enhances strategic capabilities by increasing promotional efficiencies. By December 2016, the app will be rolled out in 10 countries.
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