Primar Ibérica

The Challenge

Customer management at Primar Ibérica, as their Operations Director Roberto Rubio explains, “was quite scattered” before implementing a more integrated and efficient solution.

Primar Ibérica is a company that imports top international brands and specializes in distribution to retail, wholesalers, horeca, vending, and impulse channels. Nearly 40 years of business activity underscore its strength in the consumer goods market.

At Primar, Roberto Rubio explains, “there were people with extensive market knowledge, but it wasn’t unified. The sales department needed to take a step forward, establish a structured methodology, and have a single repository for that knowledge. Because, in the end, it is of great value to the company.” There was even a CRM in place, but it wasn’t being used.

The Solution

Primar’s executive committee placed great importance on ease of use and adoption when choosing a new CRM. “And above all, the team that would come behind to help us implement it,” notes Roberto Rubio.

Thanks to our solution, they were able to make their extensive experience and knowledge accessible to the entire sales team, providing access to all opportunities, contacts, customer profiles, and sales actions—all at a glance. “This helps salespeople be much more efficient and productive. And with the Analytics Pro functionality, the executive committee gets very clear and specific data to quickly and clearly see what is happening in each sector, with each salesperson, and with each client, allowing us to make very reliable and rapid decisions.”

The Result 

“The benefits we were looking for arrived very quickly,” Roberto Rubio tells us.

“In the first year, we already had about 1,400 new accounts, 1,769 new contacts, around 814 new business opportunities, and the salespeople were handling almost 1,800 to 2,000 activities.” Customer profiles were more complete, even with new information. And, thanks to filters, they had new ways to organize and access this information.

He also highlights the speed of adoption and wide acceptance within the sales team, achieving a 95% adoption rate in less than a year.

“Because it’s a very easy, very usable tool. And it’s easy to implement. You don’t have to spend a lot of time on complex things”.

In summary, Primar Ibérica sought a solution to help their sales team take a step forward in improving their activity, and thanks to our solution, they have successfully achieved this.