01 / Company Overview
An industrial distributor scaling consistency across 20+ reps.
Joe Anderson transitioned from the OEM automotive aftermarket side to distribution sales management at Royal Brass & Hose, overseeing 29 representatives. "Distribution was exciting and new. But there was a problem. We had two sales managers covering all of our territory managers and some end user sales reps working under the branches."
Quick Hit
- ProblemJoe needed a CRM to track the team's sales funnel and eliminate spreadsheet dependency.
- SolutionJoe selected Map My Customers, prioritizing rep experience over executive-level dashboards.
- ResultsEliminated spreadsheets and manual data entry. Gained a mobile-first CRM reps actively want to use.
02 / The Challenge
Combatting the lone wolf sales culture.
The team Joe inherited worked in silos. Reps used independent systems, protected their customers, and acted more like customer support than sales reps. Joe had zero visibility into customer data. Account information existed in notebooks, spreadsheets, Post-it notes, or nowhere at all.
Key Challenges
- Reps "owned" their accountsCustomer data locked in individual notebooks and spreadsheets, not shared.
- Manual spreadsheet processesManagers spent hours fixing formulas and data entry mistakes across returned files.
- No customer relationship software"I finally just said, 'I give up. I'm frustrated. I need a CRM.'"
03 / The Solution
Building a real sales process.
"I had experiences with Salesforce and I liked it if I was in my office all the time. But it was not focused on the field rep. Other CRMs are all about executive level insights." Joe determined success required "a tool the sales rep found valuable. If I was the sales rep, I wanted it to be something I'd want to use in the field."
Royal Brass & Hose's Five-Stage Sales Funnel
- 1. LeadLead Finder surfaces net-new prospects by territory.
- 2. Decision maker acknowledges needReps record visit notes and conversations in real time.
- 3. Define solution criteriaAccount history and product attachments tracked per opportunity.
- 4. Evaluate alternatives"The funnel is the rep's GPS. It's telling them where they need to go, where their priorities are."
- 5. Closed won/lost"We run all our funnel audits right through Map My Customers. It's live data and that has saved us so much time."
"I finally just said, 'I give up. I'm frustrated. I need a CRM.' And that's why Map My Customers is so important to me. It had to be a tool the sales rep found valuable."
Joe AndersonDirector of Field Sales, Royal Brass & Hose 
04 / The Results
Moving from execution to strategy.
Map My Customers became integral to new rep onboarding. Joe can demonstrate tiered customers, industry codes, opportunities, margin, product lines, and equipment information instantly. The streamlined data entry process allowed managers to shift toward strategic activities. Joe now asks: "How can we get the stages moving quickly?" and "How can I help move this deal from stage 3 to 4?"
- Eliminated spreadsheets entirelyNo more manual formulas, returned files, or data entry mistakes.
- Reps are sales reps, not customer service"Our reps are no longer mobile customer service people. Where you're going is where the opportunity is."
- Instant new-rep onboardingTerritories, customers, and pipeline stages ready on day one.
