Case Study: Cumberland Packaging grows its customer tail by 50% with Advantive’s Abaca CRM module

Cumberland Packaging grows its sales tail by 50% with Advantive

Cumberland Packaging, a customer-focused sheet plant, sought to better manage its long tail of smaller, profitable clients that its external sales team lacked the time to address systematically. They partnered with vendor Advantive and utilized the CRM module within the Abaca business system to capture this opportunity without increasing costs.

Advantive's integrated CRM solution enabled Cumberland Packaging to implement disciplined workflows for proactively chasing quotes and managing customer follow-ups. This process, driven largely by one part-time internal salesperson, resulted in a 50% growth in sales from their tail of smaller customers. The vendor's system provided the detailed support needed to manage immense complexity and ensure no client was overlooked.

Cumberland Packaging