CRM monday.com
Wholesale & distribution

Brasserie Mira: monday.com x Make for selling beer to grocery chains

Founded in 2016 in Nouvelle-Aquitaine, Brasserie Mira specializes in brewing craft beer, in bottles and cans. The company mainly sells to large grocery retailers and is growing fast in this channel. To support that growth, it built a field sales team able to handle the grocery chains’ framework agreements. And Eric Conté, Brasserie Mira’s Sales Director, called on Synolia x monday.com to implement a CRM tool that could adapt to grocery retail sales and support sustained growth.


brasserie-mira-galet

The Brasserie Mira project is…

  • An ambitious sales strategy aimed at winning over the central purchasing offices of major grocery retailers
  • A CRM project integrated with the company’s ERP to steer sales activity and support its ambitions
“Our goal, with the help of a CRM, is to grow revenue tenfold within five years.”
Eric Conté, Sales Director, Brasserie Mira

The challenge

Deploy a CRM tool to get a clear view of the customer portfolio and of progress toward sales targets. And, given the company’s growth and its expanding sales team, the tool had to make information sharing and collaboration easier.

“Today, beyond its product, a company’s value lies in keeping its customer portfolio and distribution network up to date.”
Eric Conté, Sales Director, Brasserie Mira

Our answer?

monday.com, for its ease of use and scalability! The monday sales CRM product quickly meets the company’s current needs and can easily adapt as the business grows.

“The monday.com CRM is more powerful than what we actually need. But over the next five or ten years, it will support our development and even help us grow.”
Eric Conté, Sales Director, Brasserie Mira

Project phases:

Consulting and requirements specification • Integration of monday.com with the company’s ERP via the Make data integration solution • Design of boards and automations • Deployment support • Training

“Sébastien, the project manager at Synolia, really listened to how we work and what we needed. Then we shaped our way of working into the CRM.”
Eric Conté, Sales Director, Brasserie Mira

 

Project specifics:

  • Rollout of five boards for management, with all account, contact, order, order line, and product line data.
  • Rollout of a board for sales managers, with access to customer accounts, detailed orders, scheduled appointments, and the relationship history for their portfolio/territory.
  • Rollout of a map view by territory to locate accounts geographically by type: point of sale, central purchasing office, cash and carry, on-premise (cafés, hotels, restaurants).
  • Dashboards for sales activity reporting, with the main performance tracking KPIs.

 

CRM dashboards

Our Digital eXperience Platform approach for Brasserie Mira

Today, monday sales CRM is connected to the company’s ERP. Using the Make data integration solution, our teams automated the sync between monday.com and the ERP to streamline information flows between the two systems. As a result, in the monday.com CRM, sales management works with data consolidated with the source of customer information and billing.

 

The results

Today, Brasserie Mira’s entire sales force uses monday.com. Sales teams get instant access to sales data. For example, with 2,500 customers, 10 field sales reps, and more than 40 SKUs, monday.com shows precisely and immediately which SKUs are in which points of sale. A clear advantage in terms of professionalism and efficiency.

Collaboration is easier too, since all up-to-date information and documents are centralized and available to employees on desktop and mobile.

Part of the tool is also open to the marketing and communications teams (sales plans, prices, product visuals…) to make cross-department collaboration easier.

“We’re even thinking about translating our sales targets into beer volumes shared with our head brewer. With visibility on each product’s targets, he’ll be able to plan production, raw material purchases… And all thanks to the CRM.”
Eric Conté, Sales Director, Brasserie Mira
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