01 / Company Overview
A well-established pet food brand.
FirstMate is an established pet food brand led by General Manager Matthew Wilson, a seasoned industry veteran with 19 years of experience. The organization manages integrated sales and marketing efforts with emphasis on customer support, education, and service.
Quick Hit
- ProblemTime-consuming call logs, inefficient territory planning, and low morale from excessive admin work.
- SolutionA mobile-first CRM with route optimization, visit tracking, and pre-visit store performance visibility.
- ResultsReps visit 1-2 more stores daily, morale is up, and leadership has real-time visibility.
02 / The Challenge
Scaling field sales operations efficiently.
FirstMate's sales team consists of 20 field reps covering core territories. Representatives visit stores five days weekly, targeting eight quality visits per day, focusing on retailer education, product placement, and promotional execution. Before MMC, they relied on Microsoft Access, Word files, and email-based visit reports.
Key Challenges
- Time-consuming and inconsistent call logsReps lacked a fast way to capture visit notes between stops.
- Inefficient territory planningRoutes were drawn by feel, not data, and travel time ate into selling time.
- Limited store-performance visibility pre-visitReps walked in cold instead of informed.
- Low morale from excessive admin workEnd-of-week paperwork was the most-disliked part of the job.
03 / The Solution
Implementing Map My Customers.
After hearing about Map My Customers through a podcast and conversations with industry peers, FirstMate decided to implement MMC.
Key Improvements
- Mobile-first platform built for the fieldDesigned for in-truck logging and one-tap activity capture.
- Offline route planning and visit schedulingDrive routes optimized before reps leave the office.
- Pre-visit store performance signalsReps walk in informed, every time.
- User-friendly designAdoption stuck because the interface didn't fight the rep.
"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."
Matthew WilsonGeneral Manager, Sales & Marketing at FirstMate 
04 / The Results
Measurable improvements in sales performance & morale.
Since adopting MMC, FirstMate has seen significant improvements in their field sales operations.
- 1-2 more store visits per dayReps now visit 1-2 more stores per day.
- Time savedLess time on reports, more time on strategy and customer engagement.
- Better in-store trainingReps easily schedule "lunch and learns," boosting retailer knowledge.
- Higher moraleFewer admin tasks raised job satisfaction and productivity.
