Case Study: Creative Foam exceeds annual sales goal by 44% with SugarCRM

Creative Foam Exceeds Annual Sales Goal by 44% After Implementing SugarCRM

Creative Foam, a family‑founded manufacturer since 1969 with 12 facilities in the US and Mexico serving automotive OEMs and a healthcare division, faced mounting market challenges — from the 2019 GM strike and COVID‑19 disruptions to rising material costs and a shift toward electric vehicles. The company’s sales process relied on disparate Excel spreadsheets, which created data accuracy, version control, and pipeline‑visibility problems that hindered real‑time KPI tracking and strategic decision‑making.

Creative Foam implemented SugarCRM’s Sugar Sell with a five‑month soft rollout, mandated quoting and opportunity tracking through the CRM, and achieved 100% adoption. The solution improved accountability and cross‑department visibility, helped quantify market position (pipeline split ~55% ICE / 45% EV), and drove measurable gains: exceeded annual sales goals by 44%, monetary value per vehicle +14%, total hit rate +13%, controlled hit rate +9%, pipeline +42%, and tier business growth of over 40%.

Creative Foam

James McAlister

Marketing and Sales Analytics Manager