Technology Record - Issue 27: Winter 2022

P ROF I L ED : HE I NE K EN Sales is a complex business. As businesses worldwide tackle soaring costs, salespeople may need to resort to every trick in the book to successfully make sales and meet targets by getting customers to dip into their strictly guarded budgets. In addition to these challenges, salespeople may also have to reckon with complex quotes and agreements. Account managers at Netherlands-based brewing firm Heineken have dealt with precisely these issues, which have been exacerbated by the organisation’s size and global reach. The well-known organisation develops and markets premium beer and cider brands, and has a portfolio of more than 300 international, regional, local and speciality beverages. When creating quotes and agreements, sales representatives in the Dutch market had to manage several applications to generate documents from scratch. To address this challenge, Heineken implemented a configure, price, quote (CPQ) solution from software provider Experlogix, which also has its European headquarters in the Netherlands. The service enables users to create complex quotes and agreements quickly and easily, while also using guided selling functions to improve accuracy and remove the risk of them introducing errors. In addition, the service centralises the sales process on Microsoft Dynamics 365 customer relationship management (CRM). Brewing firm Heineken has improved the productivity of its Dutch sales team and account managers by implementing Experlogix CPQ Automating the sales process 182