Case Study: Cree, Inc. achieves rapid sales enablement—turning reps into subject-matter experts and centralizing sales content with SAP Sales Cloud

Cree Uses Enablement to Turn Sales Reps Into Subject Matter Experts

Cree, a global leader in LEDs and semiconductor lighting solutions, faced a complex, indirect sales environment that required its reps to be subject matter experts. Rapid growth, monthly product launches and about 2,000 pieces of collateral left sales teams relying on disparate and insecure sources (email, the public website, and phone calls), making knowledge sharing inefficient across a 150-person internal force, 700 external agents and multiple distributor partners.

Cree deployed CallidusCloud Sales Enablement and marketing automation, launching a secure, searchable portal called CreeLink integrated with Salesforce and single sign-on to centralize content, training and co-branded materials while providing usage analytics. Adoption hit 90% of internal reps in one month and 65% of external reps in three months, with 15,000 logins, 200,000 hits and 215,000 downloads, yielding streamlined lead nurturing, measurable ROI and stronger seller expertise.

Cree, Inc.

Carrie Martinelli

Manager, Marketing Communications