J.M. Smucker produces some of most iconic food and beverage brands in the U.S. including Smucker’s, Folgers, Crisco, and Jif.
Yet surprisingly, the company’s national sales team was not happy with how they were communicating important brand messages to its buyers in the field.
As a result, the buyer experience was under serious threat. Sales reps had problems with content — sell sheets, videos, and price lists — that were frequently out-of-date. When in the field talking with chefs at national restaurant chains, independent operators and caterers, sales reps knew that their time with key stakeholders was short. If they didn’t have the most relevant documents, customers lost interest. If the chefs had questions they didn’t anticipate, sales reps had to improvise without immediate follow-through.
"It helps the company look modern and tech-savvy to our customers,” said Lynda Bartell, Senior Manager at JM Smucker. “And Showpad is more than a site to host for sales content. It also holds information on all our sales initiatives. That makes it a vital business tool."