Affinity Petcare: distributing its sales representatives' workload more effectively
To estimate its sales representatives' workload and distribute it more effectively, Affinity Petcare modeled its organization with Datakiss Territory Planning. The concrete, fully quantified project secured the creation of a 36th territory sales representative position and reshaped the entire territory design.
36
territory sales representatives
+1
territory sales position secured
5
regional sales managers
Contents
Client profile
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“Territory Planning enabled us to present a very concrete, fully quantified project, which allowed us to secure the creation of a 36th territory sales representative position.”
Olivia Walker, Sales Development Officer, Affinity Petcare France
Affinity Petcare at a glance
Affinity Petcare is a European pet food company that describes itself as “the troublemaker of pet food: we do things seriously, without taking ourselves too seriously.”
The testimonial comes from Olivia Walker, Sales Development Officer. The sales force comprises 36 sales representatives, 5 regional sales managers, a National Sales Director and an assistant in charge of sales development.
stat: 36 | territory sales representatives
stat: 5 | regional sales managers
The challenge: estimating workload to distribute it more effectively
Facing increasingly fierce competition and growing ambitions, Affinity Petcare needed a precise estimate of its sales representatives' workload. Two issues were at stake:
- Objectively assessing and distributing the workload, taking all field parameters into account.
- Evolving the structure of the sales force, which then consisted of 35 territory sales representatives.
“The problem we had, and the reason we called on Datakiss, was estimating our sales representatives' workload.”
Olivia Walker, Sales Development Officer, Affinity Petcare France
The Datakiss solution: a few months to build several scenarios
After an initial meeting with Jean-Charles Petithory, the Territory Planning solution was presented to national sales management and to executive management.
- Presentation of the solution to management
- Training and getting started with the tool
- Building several territory design scenarios
- Within a few months, with technical and sales support from Datakiss and its hotline.
- Reshaping the national territory design
“What is really valuable about the Territory Planning solution is how intuitive it is. From the very first training session and the first uses, you quickly find your bearings and become self-sufficient.”
Olivia Walker, Sales Development Officer, Affinity Petcare France
Project benefits
- An additional position secured: a quantified project justified the creation of a 36th territory sales representative role.
- A completely revised territory design, with new assignments and a better distribution of workload.
- A model shared across the group: the solution was presented to the sales management teams in Spain and Italy, and adopted at least in Spain.
The key to success
For Olivia Walker, the project's success comes down to the simplicity of the tool and the responsiveness of the support, which made it possible to move quickly and independently.
“What I particularly appreciated about Datakiss was the support provided by the hotline and by Jean-Charles, who quickly gave us answers that allowed us to move the project forward.”
Olivia Walker, Sales Development Officer, Affinity Petcare France
In summary
“The experience with Datakiss Territory Planning was very enriching and beneficial, professionally as well as for the team and our overall strategy.”
Olivia Walker, Sales Development Officer, Affinity Petcare France
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