Case Studies
Transforming a Sales Culture: Caterpillar
Changing how global sales teams manage customer relationships.
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Transforming a Sales Culture: Caterpillar
Caterpillar Inc. is the the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines, and diesel-electric locomotives. The brand represents products and services for customers working in Construction, Resource, and Energy & Transportation industries. The enterprise relies on a distribution network of more than 220 dealers in over 180 countries.
Caterpillar has regionally-based teams that work directly with dealers to implement corporate strategies that help them improve their operations and grow their business.
Opportunity
Customer relationship management (CRM) is a critical part of customer success and sales strategies. Typically, the enterprise has been focused on CRM as a technology rather than a process or culture.
In 2015, regionally-based teams started to refresh their own CRM strategies. The centralized team that supports all of the regional teams grew concerned by these duplicative efforts. They realized that it was time for one global CRM strategy.
Solution
Thoughtform helped to secure alignment across internal teams to develop a comprehensive, global CRM strategy that could be used to transform the sales culture worldwide.
After the strategy was set, Thoughtform created a suite of highly visual implementation tools that help enterprise reps explain the new strategy and the importance of CRM to the distribution network. These tools were also used to help determine which areas of CRM to focus on and how to take action with CRM improvement plans.
Download NowOur Approach
Developed a framework for building a CRM strategy that resonates with dealers.
Thoughtform helped Caterpillar outline a structure of elements that, once completed, would become a strategy for improving CRM practices at dealerships worldwide. ThoughtForm facilitated a four-day, in-person workshop that assembled regional teams in one location for the first time, all to work on completing the framework.
Aligned with the enterprise strategy to form an integrated approach to CRM.
New Caterpillar participants were invited and asked to share an update on their teams’ efforts that impact CRM. Participants quickly learned that there were two CRM strategies in the works at Caterpillar—the one developed with Thoughtform for Cat dealers and another one that started internally, and focused on the Caterpillar enterprise as a whole.
Visualized the strategy and created a toolkit that could be applied across communications.
Thoughtform developed a fundamental visual model that defines the Key Areas of the strategy. It provides a quick overview of the activities involved in CRM and conveys how information sharing across each dealership is critical to successful CRM. The model is used in a variety of communication materials, while elements of the model are also used to discuss nuances within each Key Area.
I think the customers see that we're better aligned internally...they certainly appreciate that we understand their business better.
Adam Elphinstone, Product Support Sales Manager, William Adams, Australia (Cat dealer)