Transforming Sales and Marketing for GSG
Business Challenge
Graphic Solutions Group (GSG) faced three key challenges when it came to their sales and marketing software.
Disconnected Software Platforms:
GSG utilized multiple disconnected software platforms, including Constant Contact for marketing automation and a separate phone system. This fragmentation, coupled with the lack of integration with their ERP system, resulted in inefficiencies, as sales reps and account managers had to switch between different systems to access customer information. The absence of a unified platform hindered their ability to provide seamless customer service and reduced overall productivity.
Missing Customer Data for Informed Marketing:
The lack of integration between their marketing automation platform and ERP system meant that GSG could not sync crucial customer data. This gap prevented them from retrieving insights on customer order histories and buying habits. Consequently, GSG struggled to market the right products to the right customers, missing opportunities for targeted campaigns and ultimately impacting sales performance.
Lack of Data-Driven Decision-Making:
Without access to comprehensive data analytics, GSG found it challenging to evaluate the success of their marketing campaigns and sales efforts. The absence of data-driven decision-making limited their ability to understand customer behaviors and preferences, making it difficult to refine marketing strategies and optimize sales performance. This deficiency also hindered their capacity to develop targeted, personalized messaging based on historical customer interactions.
The Solution
To tackle the challenges of disconnected software platforms, missing customer data, and the lack of data-driven decision-making, Graphic Solutions Group (GSG) turned to WPCRM as their comprehensive CRM solution.
Data-Driven Marketing Strategies:
WPCRM’s integrated marketing capabilities replaced GSG’s previous solution, empowering the marketing team to effectively profile customers based on their buying patterns, ERP-extracted demographic information, and advanced business intelligence metrics. This integration not only provides a holistic view of customer data but also facilitates more informed marketing strategies and targeted campaigns.
All-in-One Tool for Sales Reps:
With WPCRM’s extensive suite of over 100 integrations, GSG can seamlessly connect their phone system, ERP, and other essential tools, creating a centralized hub for the sales team. This integration brings critical data on customer buying habits and purchase history directly into the CRM. Sales reps can record customer notes alongside this information, equipping the marketing team with valuable insights for crafting personalized messaging. As a result, sales reps and account managers can access all relevant information in one place, enhancing productivity and customer service.
Actionable Analytics Drives Decision-Making:
Furthermore, WPCRM equips GSG with robust analytic tools that promote data-driven decision-making. Both managers and sales reps gain a comprehensive overview of sales performance while being able to drill down into specific accounts for deeper insights. This capability enables them to evaluate the effectiveness of their marketing campaigns and refine their sales strategies accordingly.
Results
Since implementing WPCRM, Graphic Solutions Group (GSG) has seen a remarkable transformation in its communication effectiveness and overall sales processes. The rate of customers opting out of email communications has diminished significantly, dropping from approximately 10% prior to WPCRM to virtually nothing (<0.5%). Mark Granberry, President of GSG, noted, “We are delighted with WPCRM’s marketing features. The ability to pull a list of customers who have purchased specific product lines and immediately send them information is priceless. Now our sales teams know exactly what our marketing team is sending to our customers.”
The partnership between GSG and WPCRM has flourished over the past ten years continually evolving to meet the company’s needs. Rebecca Rickman, Director of Marketing, commented, “Any time we needed something customized, like integration into our phone system or marketing platform, WebPresented has worked with us to keep everything flowing seamlessly and efficiently.”
Moreover, Rebecca emphasizes that WPCRM is designed specifically for the distribution industry, addressing unique challenges that generic CRMs fail to solve. She stated, “WebPresented understands the distribution side of business, and a one-size-fits-all CRM doesn’t work for everybody.” This tailored approach has empowered GSG’s sales teams to operate more effectively, leveraging data-driven insights to enhance their strategies and ultimately drive growth.
Overall, the adoption of WPCRM has fundamentally transformed how Graphic Solutions Group operates, bridging the gap between sales and marketing while providing a centralized hub for customer insights. This strategic partnership has not only enhanced communication and collaboration across teams but also empowered GSG’s sales reps with the tools and information needed to make informed, data-driven decisions. With a significant reduction in customer opt-out rates and a robust system tailored for the unique needs of the distribution industry, GSG is well-positioned for continued growth and success in the competitive marketplace. As they look to the future, GSG remains confident that their ongoing partnership with WPCRM will drive even greater efficiencies and customer engagement.
WPCRM has massively improved how we communicate with our customers. We are now confident that every customer communication is on the mark.
Mark Granberry
President
Graphic Solutions Group (GSG) is a regional distributor of Graphics and Sign Supplies, based in Dallas, TX. GSG’s brand is synonymous with cutting-edge and what’s “cool” in the screen and sign industry, so its Marketing Communications need to reinforce that top-notch corporate identity. GSG relies heavily on email communications to keep customers and prospects informed of promotions, events, seminars, product information, and pricing changes.
About WPCRM
WPCRM is a new generation of CRM- designed by salespeople for salespeople. The application is highly intuitive, user-friendly, and fully integrated into distributors’ backend ERP systems. The tool reaches far beyond traditional CRM, to areas such as Quoting, Mobile Order Entry, Business Intelligence (BI), Artificial Intelligence (AI), and Predictive Analytics. WPCRM, WebPresented’s Sales Enablement tool, helps organizations and individuals create value using smart technology solutions that marry with business processes.