How FirstMate Boosted Field Sales Efficiency and Team Morale with Map My Customers

Company Overview

FirstMate is a well-established pet food brand, known for its robust sales and marketing organization. Under the leadership of General Manager Matthew Wilson, a seasoned industry veteran with 19 years of experience, the team effectively manages both sales and marketing efforts. They ensure seamless communication between sales, marketing and product development, while maintaining a hands-on approach that prioritizes top-tier customer support, education, and service.

Mapmycustomers A Game Changer For Field Sales

The Challenge: Scaling Field Sales Operations Efficiently

FirstMate’s sales team consists of 20 field representatives who cover core territories. They visit stores five days a week, with a goal of making eight quality visits per day. Their primary focus is on retailer education, in-store product placement, and promotional execution.

Before implementing Map My Customers (MMC), FirstMate relied on a cumbersome system involving Microsoft Access, Word files, and email-based visit reports to track sales team activities. As the company grew, these methods became inefficient, adding administrative burdens on sales reps and limiting their ability to focus on relationship-building and sales execution.

Key Challenges:

Time-consuming and inconsistent call logs
Inefficient territory planning and visit scheduling
Limited visibility into store performance before sales visits
Reduced morale due to excessive administrative work

The Solution: Implementing Map My Customers

After hearing about Map My Customers through a podcast and engaging in conversations with industry peers, FirstMate decided to implement MMC.

Primary reasons for adoption:

Mobile-first platform for reps constantly on the move
Efficient route planning and visit tracking
Ability to pre-check store performance before visits
User-friendly design

“Map My Customers has been a game-changer for our business. It’s helped us streamline our operations, empower our team, and deliver a better experience to our customers. We couldn’t be happier with the results.”

Matthew Wilson

General Manager, Sales & Marketing at FirstMate

Results: Measurable Improvements in Sales Performance & Morale

Since adopting MMC, FirstMate has seen significant improvements in their field sales operations:

Increased Store Visits: Reps now visit 1–2 more stores per day.
Time Savings: Less time on reports, more time on strategy and customer engagement.
Improved Training: Reps easily schedule aisle trainings and “lunch and learns,” boosting retailer knowledge.
Higher Morale: Fewer admin tasks have raised job satisfaction and productivity.

Key Features that Made a Difference

Automated Visit Logging & Call Reports: Eliminated the need for reps to manually track visits, streamlining documentation.

Route Optimization: Helped reps maximize their daily visits without unnecessary travel time.

Account Insights: Allowed sales reps to review store performance metrics before visits, enabling more productive conversations.

Collaboration & Visibility: Managers can track rep activities and support them in real time.

Final Thoughts: A Game-Changer for Field Sales

FirstMate’s leadership sees Map My Customers as a long-term solution for their field sales operations. The platform has not only increased efficiency but has also enhanced team morale by giving reps the tools they need to succeed.

“Our sales reps want to feel valued as sales professionals, not as administrators bogged down by paperwork. MMC has given them back their time, improved their focus, and ultimately made them happier in their roles. That happiness translates into better sales conversations and stronger retailer relationships.”

– Matthew Wilson | General Manager, Sales & Marketing at FirstMate

With continued advancements in reporting and analytics, FirstMate is confident that MMC will remain a crucial part of their sales strategy, helping them scale efficiently while maintaining the high-touch approach that sets them apart in the pet food industry.