Case Study: SIG (Europe's leading specialist building-products distributor) smashes sales targets by maximising middle performers with Cloudapps' SuMo Sales Academy

Smash Your Sales Target By Maximising Your Middle Performers

SIG, a leading European distributor of specialist building products with just over 9,000 employees and led in this project by National Sales Director Richard Vidler, needed a way to make Salesforce genuinely useful across its large, mixed sales force. SIG’s challenge was to standardize a sales journey, measure and convert opportunities, understand lost deals, and change behaviour—particularly to lift its “middle performers”—so CRM adoption would drive real commercial value. Cloudapps was engaged to support this transformation using the SuMo Sales Academy approach alongside Salesforce.

Cloudapps implemented SuMo analytics and a structured sales-academy program integrated with Salesforce to benchmark behaviours, identify top performers, and model coaching for the rest of the team. The Cloudapps solution drove higher Salesforce adoption across around 1,000 customer-facing staff (and 400 external sales reps), increased opportunities, improved quotation management, and produced spikes in close and activity rates, while enabling targeted coaching that measurably raised the performance of middle performers and created stronger team collaboration.

SIG

Richard Vidler

Nationl Sales Director