Bettcher needed a better way to manage sales activity across the organization.

Prior to implementing CRM, the team relied heavily on spreadsheets and manual processes to manage opportunities and share information. As the business continued to grow, maintaining visibility across the sales pipeline became increasingly difficult.

As Rick Baxter, Senior CRM Data Analyst, explained:

“Prior to implementing the CRM, our work was extremely spreadsheet heavy and cumbersome to share details across disciplines from Sales to Operations.”

The goal wasn’t simply to replace spreadsheets. Bettcher needed a more structured approach to sales management that could support reporting, forecasting, and long-term growth across multiple business units.

Working alongside Bettcher’s team, we began by evaluating existing processes and identifying opportunities to create greater consistency throughout the organization. The focus was on building a solution around the business while establishing standards that would improve visibility and support better decision-making.

As the solution evolved, Bettcher expanded beyond core business processes and began leveraging additional reporting, dashboards, and analytics capabilities.

“We began with core business processes and functionality, but are now using more advanced reporting, visuals, and data analytics.”

Today, Bettcher operates from a standardized CRM platform that provides greater visibility into the sales pipeline and supports a more consistent approach to managing opportunities.

What began as a CRM initiative ultimately became a foundation for alignment across the organization.

“We are building on a global platform and can speak the same ‘Sales Language’ in our overall sales business processes.”

The impact extends beyond sales teams alone. With greater visibility into pipeline activity and more reliable information available across the business, leaders are able to make more informed decisions and better plan for future growth.

“It allows us to see exactly what’s in the pipeline and which levers to pull to drive sales.”

Just as important as the technology was the partnership behind it.

“They didn’t just build a technical system and leave. They have been available for any and all support needs, questions, concerns, enhancements, etc.”

Highlights

• Standardized sales processes across multiple business units
• Improved visibility into pipeline activity
• Reduced reliance on spreadsheet-driven processes
• Expanded reporting and analytics capabilities
• Created a common sales language across teams