ESCO Corporation SalesLogix Case Study

Founded in 1913, ESCO Corporation designs and produces wear products and ground engaging tools.  It is a privately held, global technology leader in the mining, construction, forestry, aerospace, pulp and paper, power generation and chemical processing industries.

The Challenge

ESCO's North American sales and marketing organization was using the DOS-based Action Plus contact manager.  Some sales people also kept customer lists in individual Microsoft Excel spreadsheets. When it came time to do customer mailings, the company had to decipher which of its multiple information sources was the most up-to-date, as Action Plus didn't offer reliable data synchronization.  ESCO's customer information management effort was also plagued by the fact that Action Plus didn't handle accounts - so every time ESCO needed to track a new contact at a customer site, they'd have to create a duplicate customer record to store the contact's information.  ESCO evaluated upgrading to Action Plus's Windows version, but found its data synchronization unreliable and difficult to use.

In addition to consolidating valuable customer information, ESCO sought to automate basic marketing functions such as literature fulfillment, and to provide up-to-date product information to its sales force electronically.  Implementing an easy-to-use sales automation solution would allow ESCO to meet its goal of growing sales by spending more time in front of customers versus dealing with time-consuming sale administration tasks.

The Goals

1.   Track customer data and key business indicators

2.   Automate trade show follow-up and marketing efforts

3.   Synchronize data with conflict resolution

4.   Decrease time salespeople spend on administrative tasks

The SalesLogix Solution

ESCO evaluated ACT, Goldmine and Maximizer contact managers before choosing SalesLogix - a product designed specifically for companies that have run out of steam with contact managers, and are ready to move up to real sales automation.  ESCO chose SalesLogix for these reasons:

A.    Opportunity Management
B.    Customized automated reporting
C.    Automated processes
D.    Robust, reliable and easy-to-use data synchronization

The Results

With 60 of its 200 planned SalesLogix users up and running, ESCO is already enjoying success.  All of ESCO's North American district managers are trained, and the company is more efficiently serving its customers.  "Live" data is now consolidated in SalesLogix.  With accurate dealer lists available to sales reps, customers can quickly be referred to a dealer to purchase ESCO products.  Using SalesLogix, ESCO is able to create demand by effectively targeting customer mailings - saving valuable marketing dollars by ensuring customers receive appropriate information.  ESCO sales reps benefit from accurate customer information, and with SalesLogix's "What's New" feature, sales reps are on top of all the changes at their accounts every time their data is synchronized.  SalesLogix is proving to be a key tool in ESCO's mission to step-up service and further build relationships with customers in order to grow market share.

For More Information

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