Modern D365 CRM for Acromag:

A Defense Manufacturer

"




Acromag is a leading U.S.-based manufacturer renowned for its high-quality digital and analog I/O equipment, which is integral to various sectors, including defense, aerospace, original equipment manufacturing (OEM), automotive, and power. With a robust presence in these industries, Acromag’s operations rely heavily on a network of distribution partners to drive sales. While this approach has allowed the company to scale across multiple markets, it has also presented significant challenges in managing a sales force that is not directly employed by the company.

Compounding these challenges, Acromag struggled with a lack of internal technical expertise and the absence of a well-defined IT strategy to support and optimize the performance of its distributed sales team. The company recognized the need for a more structured and integrated approach to managing its sales force, as well as a clearer IT vision to enable effective communication, coordination, and sales tracking across its distribution channels.


Challenge

 No customer analytics or engagement system – Tools were lacking to monitor end-customer interactions and sales

 No data visibility to outside sales reps – Distributors were locked out of internal systems, and lacking in real-time data.

 Sales Managers were tied to their desks – all data tools required a laptop or computer connected to their VPN, which was unreliable.

 Internal staff were bogged down with keeping track of simple follow-ups and tasks on paper and in notebooks.

Solution

 Implemented and trained staff on a cloud-based CRM system.  Integrated CRM with ERP to provide streamlined metrics at the Account level.

 Created distributor-facing portal, integrated with their CRM system, with push alerts and mobile interface.  Created a Vendor Scorecard system for better visibility and engagement.

 Implemented Resco Mobile Toolkit for mobile CRM access, and OneDrive For Business for mobile file access.

 Created Monday Morning Quarterback (MMQB) system to integrate with CRM and allow for automated email-based reports.

Outcome


 Client now has a central 360 view of the end-customer, including opportunities, visits, distributor interactions, and sales metrics.

 Distributors had real-time access to their leads and follow-ups collected through the client’s marketing efforts.  Scorecards enable candid discussions on vendor performance and support.

 Sales Managers can now work from anywhere, providing them with less “desk work” when they return from lengthy road trips.

 Centralized follow-ups in the system, allowing for just-in-time notifications for individual reps.  Reduced training time by creating simply follow-up mechanics within CRM.