Kellie Glenister - Kerr

Abstract: Kerr connected their CRM to Badger Maps and saw measurable improvements in sales efficiency. CRM usage increased 50%, prospect meetings increased 57%, targeted meeting close rate increased 90%, and sales efficiency increased over 100% 

Kerr Dental, the Dental Division of Danaher Corporation (DHR), is a Fortune 500 medical device supplier. Kerr has been using Badger Maps to drive sales operations strategy for over 3 years. Hundreds of reps on their field sales team increase customer interactions, uncover the best opportunities in an area, and improve CRM adoption with Badger.

Before Badger, Kerr was faced with a daily problem. They had a CRM, Microsoft Dynamics, with a massive amount of data - but no way to make it a usable resource for reps in the field. Alternative solutions, like Microsoft Streets & Trips, didn't allow them to interpret data in a business sense.

Kerr found Badger while looking for a solution. It was a perfect match. Badger integrates with Microsoft Dynamics and has an easy-to-use interface that makes capturing field data second nature for reps.

CRM data is valuable. It’s the main connection between the sales team and the customer. Before adopting Badger as their primary sales application, Kerr sales reps didn’t have a good way to access and interact with their CRM data in the field. Reps needed to be able to see where different types of customers and prospects were in relation to where they were going to be. They also needed the information to sync live with the CRM, not just show “snapshots” of account data. Badger gave them all of this information in a way that was understandable while they were on the move.

Increased CRM usage among reps resulted in more market data being collected and shared company-wide. Reps recorded every piece of data using Badger’s check-in feature. Those check-ins were sent back to the CRM. This connects reps in the field with managers looking at the big picture, providing a clear view of what works and what doesn’t. This satisfied a key goal for Kerr’s Sales Operations team, as well as provide valuable research for the Marketing Department.

Kerr could now segment their customer data to maximize rep productivity. Mobilizing the Microsoft Dynamics CRM allowed Kerr reps to filter clients by size, revenue, and category – giving reps a complete view of their territory.

Scheduled meetings with new prospects jumped 57% once Kerr started using Badger. This was an important win for the sales team, prospect appointments are a major performance driver for reps and a core metric of the business. Reps were getting more meetings because every important prospect was shown near their routine appointments. Reps no longer had to dig through spreadsheets to find customers, they were displayed on their device effortlessly. Whenever a meeting was cancelled or rescheduled the sales team had an immediate backup plan. Making it easier to access important data is the best way to make sure it’s utilized effectively.

Badger gives reps real-time insight into their territory directly through their iPad, iPhone, or Android device. They could now see sales data, activity history, and the significance of nearby accounts while out in the field. Kerr found that Badger is the perfect fit for the situations they face in the field. Optimized and organized navigation between customer meetings tied everything together.

Kerr needed a way to organize their customer list in a way that could be efficiently utilized by their sales reps. A rep in the field without access to customer data doesn’t have a complete picture of their territory. Kerr maintains a strong focus on the efficiency of their field operations team, which made adopting Badger as their sales solution a priority.

Kerr uses the greater business intelligence Badger provides to empower their sales team. Sales reps with an active understanding of their customers are much more efficient than they would be otherwise.

Kerr sells a wide range of products to different customer types. Badger enabled the sales team to create routes targeting market segments with specific product categories. New sales opportunities, like cross-selling and up-selling, became more apparent. Badger visualizes customer demand by product category, identifying customers that are likely to buy related product. This gives Kerr a clear picture of the potential revenue of each product category, optimizing sales operations from the ground up.

The total quality of appointments improved as well. Having access to their CRM while out in the field gives Kerr reps accurate customer information right when they need it. They can find a customer’s phone number, email address, and details all in the same app. Organizing customers by their needs better qualified and focused each meeting, resulting in more deals closed in less time.

Kerr streamlined their entire sales process by connecting their CRM with Badger Maps. Reps are able to reach customers, manage their day, and record their data through the same application. Kerr reps maximize their efficiency by using Badger to show the best ROI for their time. Sales Reps at Kerr know more about their customers, get more meetings, and close more business because they’ve implemented Badger Maps.