LGG Industrial, a distributor of fluid handling, material conveyance and sealing solutions, has overhauled its sales operations, logging a growth in its pipeline opportunties.

With a highly technical, field-based sales force managing thousands of complex industrial accounts, LGG needed a technology solution which wasn’t hampered by an antiquated CRM system. After adopting a new software in SugarCRM, LGG’s sales team — which previously relied on personal devices and spreadsheets to track deals — is now able to view the sales pipeline, log activities, manage accounts and relationships and collaborate.

The result, according to SugarCRM, has been:

• a 4x growth in pipeline opportunities;
• more than 3,000 new contacts captured, that were previously lost in spreadsheets and mobile phones;
• an uptick in user adoption from under 20% to 80%; and
• A more streamlined sales process: A 12-step sales cycle was streamlined into four stages.

“With Sugar, we didn’t just get new software — we got a partner who helped us move fast and see results and understood how to get us to value quickly,” said Tim Billingsley, Vice President of Revenue Operations at LGG Industrial. “Sugar gave us the flexibility without the bloat, and the integration options without the cost or complexity.”

Don’t miss our MDM Podcast episode featuring LGG Industrial CEO Jeff Crane on the company’s recent investments and strategies.

More than 80% of CRM activity now happens on mobile, with field reps using voice-to-text to log notes, update deals and prep between customer site visits.

LGG Industrial plans to expand its use of Sugar to include Sugar Serve, which provides sales and support teams with a view of customers’ order history and open service cases, according to a Sept. 10 news release.

“Now, when a seller walks into a customer meeting, they’re not caught off guard by an open support issue. They can see it all in Sugar,” Billingsley said. “It’s transforming our customer conversations and ultimately, our customer relationships.”