01 / Company Overview
13 reps. 7 time zones. 700 clinics each.
"I have 10 reps covering all of Canada. We work in seven time zones, and each rep has roughly 700 clinics they're responsible for. It's tough." As Chief Operations Officer, Kevin Dunbrack faced complex geography challenges. When he joined McCarthy & Sons approximately two years ago, they operated without any CRM system.
Quick Hit
- ProblemKevin recognized CRM value but his new company lacked one, requiring a system his team would actively use.
- SolutionKevin selected Map My Customers after recognizing that rep experience and adoption were critical success factors.
- ResultsAchieved 100% rep adoption while leveraging data to strengthen relationships with both reps and vendors.
02 / The Challenge
The problem.
"When I first joined McCarthy & Sons about two years ago, we didn't have a CRM system at all. So that was the initial problem. We had no reporting, my predecessors were working blind." Based on experience leading sales teams previously, Kevin understood CRM criticality and approached the selection process deliberately.
Key Challenges
- No CRM at allSales activity lived in inboxes and notebooks.
- Two prior CRM rollouts didn't stick"I've found if you make reps use the CRM, they won't. Show them value, and they will."
- Massive geography, 700 clinics per repNo way to prioritize without map context.
03 / The Solution
The solution.
"CRMs are great, but the problem with most of them is they're built for managers down. The focus is on 'what is a manager getting out of this?' We use Map My Customers and it feels like it's built sales rep up." When Kevin asked his reps about implementing a CRM, one rep was already using Map My Customers. "I was on the road with her, she walked me through it, we used it in real time. I thought it was terrific."
Key Improvements
- Map-based account routing"Being able to see their day visually before they go out, 700 clinics, you talk about building a relationship."
- A rep-first CRMNot just a tool for managers. Reps see the value first.
- Coaching conversations with dataKevin sees where reps get stalled and helps them past it.
- Trust through transparency"I want us both to see the value, not for me to be telling you you have to do something."
"CRMs are great, but the problem with most is they're built for managers down. We use Map My Customers and it feels like it's built sales rep up."
Kevin DunbrackChief Operations Officer, McCarthy & Sons 
04 / The Results
The results.
Kevin completed his dual objective: a CRM where reps see the value by using it, and one where leadership can extract data insights. McCarthy & Sons now monitors rep activity across hundreds of independent veterinary clinics. Beyond tracking, their reps build stronger sales relationships: "We have all the information right there. Reps scan their notes and can go in and have better sales discussions."
- 100% rep adoptionEvery rep on the team actively uses the platform.
- Better coaching sessions"I can see specific reps, where they're getting stalled and if they can't get past that consistently. We're really good at focusing on where the problem is."
- Vendor conversations powered by data"I can show potential vendors and current vendors the exposure they're getting. I can show you, on a map, the number of times your product gets talked about and where."
