A leading Kiwi manufacturer specialising in creating orthopedic instrument solutions for implant companies and orthopedic surgeons worldwide.

Challenge: implement sales processes and technology

Enable sales, marketing, and manufacturing to stay connected, streamline processes, and improve productivity.

With a complex range of products and customers, the organisation required everyone — from sales, customer service, manufacturing, marketing, legal, and management — a better way to manage the external interactions and relationships that drive success. Sales and marketing process built into a CRM tool would enable them to store customer and prospect contact information, identify sales opportunities, record service issues, enable marketing campaigns, and manage product orders and delivery timeframes all in one central location — and make information about every customer interaction available to anyone in the organisation who might need it.

Approach: strategy first

The Orchestrate (formerly RDG) team started with an on-site visit to evaluate the organisation’s extremely complex and highly customised products, customer segments, systems, and tools. The team did a detailed analysis of problematic blocks to the process, mapping the internal and external customer journey for each product category and identified milestones in the process. Customised fields used by a number of parent and child fields were also identified. Once the analysis was complete, the team documented our findings and recommendations. A second on-site visit enabled us to review the findings, make changes together and agree on the scope of the build project phase.

The team built out the new, scalable lead management process, followed by a CRM build to support and implement the process. Once the system was developed, extensive training provide and the lead process put in place, the Orchestrate team started building out the dashboards and reports necessary for the executive team.

Outcome: improved productivity, transparency and repeatable process

With visibility and easy access to data, it’s now easier for stakeholders across the organisation to collaborate and productivity has increased. Everyone can now see how customers have been communicated with, what they’ve bought, when they last purchased, what they paid, and so much more. CRM is assisting the organisation to drive business growth, and it is especially beneficial to the sales and marketing functions, who often need to find ways to do more with less.

The improved visibility and transparency across the executive team has improved decision making and made it easier to forecast future results.