Cutter & Buck is a premium sportswear company based in Seattle. They have evolved from a niche-specialty brand to a global lifestyle brand worth almost $120 million in the past 20 years. The company also provides comfortable clothing for employees and event promotion. Cutter & Buck products are available worldwide in golf pro shops, sports fan shops, resorts, specialty retailers, and through premium promotional product distributors.
The company started out as an apparel brand targeting retail stores and pro-shops. It wasn’t until the late 90’s that the company got involved in the corporate promotion business, which is currently their most profitable division.
The company’s sales team is divided into two channels: the corporate promotion channel and OMNI channel. The corporate promotion channel is made up of 53 sales reps, 90% of which are internal. While the OMNI channel has 42 reps, 80% of them being independent reps.
At first, the corporate sales team mainly consisted of independent sales reps who only were paid by commission. However, the company decided to switch its sales structure to an employee salary-based model.This made reps more accountable for their work, and allowed managers to request more specific tasks from them, like keeping up with a minimum number of weekly meetings.
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Cutter & Buck reps in the corporate division run their sales through distributors. They work with a network of more than 25,000 distributors across the United States, who also sell their competitors’ products. That’s why it’s crucial for the team’s success that reps are trusted partners to distributors. Brad Moxley, the Business Development Manager of the division, needed to make sure that every rep on his sales team was having enough face-to-face meetings with distributors to build trust and rapport.
Read on to discover how Cutter & Buck increased annual revenue 22% by almost doubling their weekly meetings with Badger Maps!
The strategy of the corporate division required Cutter & Buck reps to be constantly in the field, touching base with customers. The team’s goal was to have 20 new in-person visits a week per rep. Brad was on the hunt for a tool that let him track the activity of each sales rep on the field to make sure they were meeting that goal.
He needed a software to collect data and see the performance of his reps in the field. The team had no CRM and they were considering whether they should buy one or build their own. Without any insights into the activity in the field Brad had no clue how his reps were performing. Luckily, his problem was solved when an internal rep introduced him to Badger Maps.
After only 6 months of having implemented Badger, the corporate promotion division reps increased their weekly meetings from 12 to 20. Due to the team’s incredible success, the company decided to extend the use of Badger Maps across the other divisions.
At the beginning, some independent reps on Brad’s team were reluctant to use Badger. They saw it as a way for Brad to control them. However, soon after they started using it, they loved it. They especially liked the route optimization functionality. The app helped reps cut down their drive time and reduce their costs. This was especially important for independent reps, since they’re responsible for their own gas expenses.
Badger gives Cutter & Buck the power to improve their efficiency by allowing reps to visualize leads in their territory. Reps are doing more visits because they can clearly visualize prospects and customers in their area. Brad says that before Badger Maps, reps would drive for 7 hours in a day to multiple cities and only visit 3 or 4 customers, when they could have stayed in one city and visit 12+ customers. With Badger, Cutter & Buck are now able to filter their opportunities based on their location and tackle every prospect and customer in their territory. Map-based visualization made it easy for Brad’s team to spot untapped leads in the area, helping them maximize their productivity.
Since face-to-face meetings drive sales for the team, they are a core metric for the business. Thanks to the check-in feature, Brad now gets measurable results on activity in the field. Badger Maps allows Brad to stay connected to his team’s activity in the field with a clear view of their territories. He can also filter his automated monthly reports to see the face-to-face meetings of his team. This data enables him to evaluate how each member of his team is performing and to take action on these results.
Badger Maps empowers reps to measure and leverage their sales results. Reps can compare the number of visits per customer with the revenue they generate. Cutter & Buck reps can now follow up with the best customers, make better informed decisions, and maximize their efforts.
Today, Brad’s territory distribution is fully optimized. He can split up territories based on the information his reps collect from the field, leading to an efficient coverage strategy. He now has accurate information to assign the right number of reps to each area.
Badger makes communication between Cutter & Buck’s managers and reps better than ever before. Management’s insight into each rep’s field activity makes coaching more effective and streamlined. Alignment between managers and field reps resulted in an increase in sales revenue. Badger Maps has enabled Brad and his team to hit their goal of 20 weekly in-person visits per rep.
After implementing Badger Maps, Cutter & Buck was able to measure individual rep performance and increase the number of face-to-face meetings. The result? Cutter & Buck saw a 22% boost in annual revenue!