Case Study: Heineken achieves higher CRM adoption and increased sales with Galigeo

Heineken Boosting CRM adoption with location intelligence

Heineken faced low CRM adoption and inefficient field-sales processes: travelling salespeople managed more than 1,000 contacts each, needed to spot new pub and restaurant leads, and optimise routes, yet often regarded CRM as a policing tool. Galigeo was brought in to add location intelligence to Heineken’s CRM via Galigeo for Salesforce (SaaS) to make client data more accessible and user-friendly for CHR (cafés, hotels, restaurants) managers and sales teams.

Galigeo implemented mapped views and mobile routing inside Salesforce so reps could identify and prioritize high‑potential accounts (narrowing targets to ~200 for campaigns), record meetings, and optimise routes. The result: CRM adoption rose from 45% to 75%, average spend per account increased by 12%, visits rose by 20%, and Heineken gained better-targeted sales, improved loyalty and easier territory and performance management thanks to Galigeo.

Heineken