Key results
reduction in quote-to-order cycle time by giving reps real-time access to pricing history, margin guidance, and opportunity insights.
low-performing SKUs delisted after identifying that they contributed just 2% of revenue but made up 11% of inventory holding cost across 4 regions.
in new cross-sell revenue unlocked using product-pairing analytics and identifying single-category customers across business lines.
forecast accuracy achieved (vs. 61% earlier) through AI-powered SKU-level sales forecasting and backtest validation.
About the Client
A North America-based packaging distributor operating through a network of acquired regional brands, serving industries such as chemicals, personal care, food & beverage, and life sciences.
Key Challenges
Disparate reporting across acquired entities, making it difficult to roll up performance or track KPIs consistently.
No visibility into sales rep performance, margin erosion, or deal conversion rates.
Stagnant and aging inventory across locations without alerts or ownership clarity.
Underutilized CRM and no systematic way to track pipeline health, lead conversion, or opportunity realization.
Our Approach
Unified Data Architecture on AWS
- Integrated data from ERP (sales, finance), CRM (Pipedrive), and Excel-based trackers via AWS Glue and Python.
- Created staging, curated, and analytical layers on Amazon Redshift, powered by data from Amazon S3.
- Established governance: master product hierarchy, customer mapping, and sales rep alignment across 10+ entities.
Executive & Financial Intelligence
- Designed KPI dashboards for Revenue, EBITDA, Margin, DSO, DPO, AR/AP aging, and Open Pipeline.
- Enabled MTD, YTD, and LTM comparisons with dynamic slicing by entity, region, and division.
- Built Division Scorecards to track trends in pricing, order flow, and cost across business units.
Sales Rep Enablement & Performance Analytics
- Created Seller Scorecards evaluating reps across new business, churn, margin lift, and cross-sell metrics.
- Automated Budget Alert Reports to flag reps falling behind targets on MTD/YTD metrics.
- Implemented Sales Rep PY Waterfall and Customer Waterfall views to diagnose performance variance vs. prior year.
Customer & Product Insights
- Used Cross-Selling Dashboards to perform product pairing and white space analysis.
- Built Customer Opportunity Reports to flag accounts at risk based on frequency and order volume change.
- Created Customer Pricing Dashboards for tracking SKU-level pricing consistency and margin flags by rep/customer.
Implemented Solution
Sales Intelligence Hub
- Deployed Executive Daily Sales, Sales Detail Reports, and Sales Rep Customer Dashboards.
- Enabled Customer Details Reports with MOM/YOY variance vs. Budget and PY, filterable by customer, zip, and sales rep.
- Created External Customer Dashboards for reps to use during account reviews with sales history and trend data.
Inventory & Vendor Visibility
- Built the Inventory Tool to display item-level value, inventory age, on-hand/on-order, and buyer/vendor insights.
- Designed vendor-specific dashboards with spend trend, payable aging, and AP drill-downs.
- Included SKU Mapping Dashboards to flag unmapped SKUs and clean up the product hierarchy.
Margin & Pricing Controls
- Introduced Margin Alert Reports to identify underperforming customers and SKUs below target margin %.
- Developed Price Summary Reports and Product Line Dashboards to track pricing consistency, margin % and $ by customer.
- Embedded filters for core vs. non-core SKUs and tracked margin variance across time and volume tiers.
CRM & Opportunity Insights
- Integrated Pipedrive data to create Pipedrive Health Dashboards, tracking deal aging, stale stages, and completion %.
- Tracked Pipedrive User Adoption with dashboard views, logins, and engagement analytics to drive sales tech adoption.
- Built Lead Funnels, New Customer Details Reports, and Reactivated Business Reports to quantify campaign success and rep impact.
Account & Receivables Intelligence
- Built the MLA Dashboard to monitor multi-location customer health across plants and receivables.
- Integrated open invoice and AR bucket data by account for customer-level financial monitoring.
- Enabled drill-down to invoice ID and sales rep to connect collection efforts with seller performance.
Technologies Used
