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Hose reel atached to aviation ground support equipment

Case Study: Reelcraft

Sales Pipeline Visibility Solution for a Global Manufacturer

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Reelcraft is a leading manufacturer of hose reels, cord reels and cable reels for industrial or commercial use.

Salesforce Products
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Sales Process
Sales Productivity
Sales Operations


The client’s former sales executive who oversaw Salesforce implementation had recently left the company. The Director of Technical Sales & Service needed better visibility into pipeline (total amount and # of opportunities) for the company as a whole, as well as a breakdown by rep.

Sales Reps were using some out-of-the-box dashboards, but the data shown on these dashboards was not entirely clear or helpful to the sales reps.


Developed an intuitive, actionable view into Sales data with the creation of two new Sales dashboards:

  • Sales Leadership Dashboard
  • Sales Rep Dashboard

Improved Sales visibility (Opportunities, Target Accounts, Pipeline Trends, etc.) for both Leadership and Sales Reps, creating charts for:


  • Closed Won this Month
  • Closed Won Last Month
  • Opportunity Pipeline Trends
  • Closed Opportunity Trends
  • Top 10 Open Opportunities
  • Closed Won by Rep Last Month
  • Win/Loss Ratio by Rep
  • and more