“Data-Driven Decisions, Right Tools for Faster Execution, Equals Growth”

Novabiz > Chemicals Manufacturing > “Data-Driven Decisions, Right Tools for Faster Execution, Equals Growth”

“Data-Driven Decisions, Right Tools for Faster Execution, Equals Growth”

Customer & Engagement Brief

Established in 1939, customer is a prominent player in the specialty chemicals market across India and the Asia-Pacific region. As a limited company, they operate multiple manufacturing plants situated in Karnataka and Maharashtra. Customer is a subsidiary of a large conglomerate with diverse holdings including NGOs, educational institutions, biorefineries, and agricultural research companies.
Specialities: Sugar, Bulk Organic Chemicals, Speciality Chemicals, Wax, Organic fertilizers, and Renewable energy.
Automated and Optimized Sales Process by harnessing the power of Salesforce Sales Cloud, Digitized Dealer/Distributor relationship, and empowered leadership team with Real-time Data-driven decision making

Chemicals Manufacturing
INR 500+ crores
Mumbai, India
Products used
Sales Cloud, Experience Cloud and Tableau


  • Using a homegrown CRM with basic functionality.
    Lacking scalability & adaptability to evolving business needs and system integrations (SAP ERP).
  • High volume of sales enquiries. Existing CRM wasn’t intuitive enough to raise alerts on enquiries pending to be addressed & tracking statuses was difficult.
  • Approvals were handled over emails, led to delay
  • Customer data was fragmented across different tools including Excel, personal diaries, homegrown CRM, creating inefficiencies in data management.
  • Sales campaigns and ROIs are manually run and tracked on excel
  • Costing sheets, Products, Pricing were manually filled, leading to high volume of errors at Quoting & Invoicing.
  • Minimal visibility, lack of reporting tools, delayed
    actions, business analytics missing
  • Lack of insights into the forecasting for production planning and procurements
  • Dealer and Distributor management were manual and consuming lot of time & resources


  • Implemented Salesforce Sales Cloud following Industry best practices and guided selling methodologies
  • Customized Sales processes for Long-term and
    Short-term Sales Cycles based on varying products
  • Standardized Product Master & Price Book
  • Optimised quoting and discounting process, quote
    version management and built an approval mechanism
  • Migrated old data and established new data-strategies
  • Integrated Sales Cloud with SAP ERP for Invoicing and Order processing
  • Built Reports and Dashboards for Sales Team, Managers and Leadership in line with their KPIs/ KRAs
  • Built customized Partner Portal to manage
    Dealer/Distributor relationships, with relevant reports and dashboards for Partners
  • Built advanced reports and dashboards on Tableau for leadership to track overall business performance


  • Standardized Sales Process for faster execution
  • Enabled Sales Team to Work-on-the-Go with Salesforce Mobile App (see Dealer Relationships, track past and take new Orders, dispatch status, open invoices etc.)
  • Streamlined data-flow between SF CRM & SAP ERP
  • Improved control and monitoring on business activities
  • Clear visibility of overall business performance via
    Tableau Dashboards for; Finance Dashboards, Sales Dashboards, Production Planning, Product Performance, YoY, QoQ, MoM comparison
  • Faster order execution
  • Digitized Dealer & Distributor Management: Custom built process for new enquiry submission & Order Management, Invoice & payment processing, Schemes & Promotions, Reports & Dashboards; monthly account statements, invoice ageing, pending payments, commissions, product sales by region

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