Case Study: J.M. Smucker Company improves buyer experience and shortens sales cycles with Showpad

J.M. Smucker improves sales efficiency with targeted buyer content

J.M. Smucker, maker of iconic brands like Smucker’s, Folgers and Jif, faced a sales enablement problem: its national foodservice reps were struggling to deliver timely, relevant materials to busy buyers. Outdated sell sheets, videos and price lists left reps improvising in short meetings with chefs and operators, putting the buyer experience and follow‑through at risk.

Smucker piloted Showpad Content in 2017 and, after positive feedback, rolled it out to 100+ U.S. and Canada reps by mid‑2018. With iPad access to real‑time, targeted PDFs, videos and other assets, reps gained immediate answers, streamlined follow‑up, shortened selling cycles and boosted engagement—helping the company appear more modern and tech‑savvy to customers.

J.M. Smucker Company

Lynda Bartell

Senior Manager