LGG Industrial’s sales reps spend most of their time on the road. With SugarCRM, 80% of their CRM use now happens in the field – logging calls by voice, updating deals between visits, and keeping track of customers. In just months, the team captured thousands of new contacts, grew pipeline fourfold, and made CRM part of their daily routine.
That matters for LGG Industrial, which supplies gaskets, hoses, and sealing products to heavy industry across North America. Their business depends on managing complex customer accounts in sectors like oil and gas, chemicals, and manufacturing.
Old system reps didn’t use
“Our old CRM didn’t bring people any value since its functions were so limited,” said Tim Billingsley, VP of Revenue Operations at LGG Industrial.
With the CRM not supporting them, less than 20% of reps even used it. Instead, they turned to phones or spreadsheets to keep track of customer activity. That meant deals slipped through the cracks, contacts got lost, and managers were left in the dark.
New process built for the field
LGG Industrial needed a CRM their reps would actually use. They chose Sugar because it was easy get started, flexible enough to match how the team worked, and practical to maintain with a small operations staff. Most of all, Sugar would make life easier for sellers in the field.
“With a set-up designed to support them, reps started using Sugar to prep, update, and manage accounts and opportunities – right from the field,” said Billingsley.
Sales pipeline grows fast
Here’s what changed in just a few months:
- 4x pipeline growth. More chances to win deals.
- 3,000+ new contacts captured. More chances to grow accounts.
- 80%+ adoption by field reps. Real data leaders can coach from.
- Simpler four-stage sales process. Faster cycles for reps.
“Now our CRM doesn’t just tell our reps where they’ve been – it tells them where they’re going,” said Billingsley.
