Surya Panicker
Table of Content
At a Glance
| Company | Cremica Food Industries Ltd. |
| Industry | FMCG – Packaged Foods |
| Region | India |
| Primary Goal | Streamline field execution and boost sales productivity |
| Key Challenges | Lack of visibility, inconsistent SOP adherence, delayed issue resolution |
| Solution Deployed | BeatRoute CRM SFA App, Goal-driven Workflows, Learning Module, Power BI & HRMS Integration |
| Key Results | 30% increase in sales productivity, faster issue resolution, improved SOP compliance |
The Challenge
Managing a large and diverse distribution network across multiple channels brought forth operational inefficiencies for Cremica. The lack of real-time insights and inconsistent sales rep adherence to processes was affecting their ability to scale effectively.
Key Issues:
- Limited visibility into field operations across both retail and HoReCa channels
- Inconsistent SOP adherence by sales representatives
- Delayed detection and resolution of daily operational issues
- Slow corrective action cycles, leading to missed revenue opportunities
- Lack of a goal-driven framework for field teams, affecting productivity
The Solution
Cremica partnered with BeatRoute to bring structure, visibility, and agility to their route-to-market operations through a fully customized implementation.
What Changed:
- Mapped end-to-end sales SOPs into BeatRoute’s CRM SFA app to create a unified view across the field and territory management hierarchy
- Deployed goal-driven workflows with KPI scorecards to monitor execution and outcomes
- Integrated a digital learning module to upskill sales reps on the go and ensure consistent brand messaging during customer interactions
- Enabled Order Maximization workflows to guide reps toward optimized sales outcomes during each visit
- Connected Power BI and HRMS systems for deeper sales and people analytics, aiding smarter business decisions
The Outcome
Within just a few months of implementation, Cremica saw tangible improvements across people, process, and performance:
- 30% increase in sales productivity per sales rep
- 35% faster precise actions in response to field challenges
- Higher adherence to sales SOPs, resulting in more consistent execution
- Positioned for scalable growth across multiple territories with real-time insights
Customer Testimonial
“Really easy to operate and increase scope of market for business with incremental regular release cycles.”
— Rakesh Dadhwal, Cremica
