Salesforce Consumer Goods Cloud: Agromousquetaires digitises its field sales force

Why choose Salesforce Consumer Goods Cloud?

Selecting the right technology was essential to meet the company’s operational and customer service goals.

Addressing complex sales organisation needs

The project targeted a wide internal audience. As Sébastien Pitaud explains:

“We needed to streamline communication between our sales reps, sales managers, telesales agents and marketing teams. The field insights gathered daily are essential for other departments.”

Before the rollout, not all teams had tools — and when they did, the tools weren’t standardised.

Unifying practices across the country

The project also aimed to streamline how sales operations were managed nationwide.

Here’s what the company wanted to achieve with a unified system:

• Align commercial practices
• Connect data between the field and headquarters
• Support retail partners from factory to shelf
• Elevate the visibility of private labels

A solution built for consumer goods and beyond

Agromousquetaires needed a tool tailored to their industry and their diverse user profiles.

A long-standing partnership with Salesforce

Salesforce has been a strategic partner of Agromousquetaires since 2010.
Valère Brunaud explains: “It’s more than a CRM — it’s a central platform for sales, service, and marketing.”

Two user levels for full coverage

The Consumer Goods Cloud offers dual access depending on user needs.

This includes:

• Back office: key Account Managers, marketing, sales ops
• Frontline app: mobile solution for field sales reps

Note
This continuity with previous Salesforce tools ensured smooth integration and adoption across departments.

Scaling the Project for Impact

Once the solution was deployed, Agromousquetaires could start leveraging real-time field insights.

From field insights to actionable data

Data collected on the ground feeds into centralised dashboards.

This enables teams to:

• Track performance
• Identify trends and market shifts
• Adjust strategy in near real time

Features supporting retail execution

The mobile app also helps reps with daily in-store tasks.

Key features include:

• Diagnostics and merchandising checks
• Shelf space and product availability audits
• In-store surveys

Good to know
Offline features such as order entry, promotions, and photo capture allow reps to work even without network access.

Sticking to standards: a scalable MVP approach

To go live quickly without compromising quality, Agromousquetaires chose a Minimum Viable Product strategy.
The team rolled out a first version in under four months, then used feedback loops to refine the solution.

This agile approach offered two key benefits:

• Quicker user onboarding
• New ideas and upgrades driven by real business needs

Key lessons for a successful rollout

Beyond technology, success also relies on the right partners, user involvement, and thoughtful planning.

Choose your partner carefully

The experience and sector knowledge of the implementation partner can make or break the project.

Here’s what to look for:

• Proven expertise in Salesforce Consumer Goods Cloud
• Deep understanding of your business challenges

Equip and engage your teams

Tech is only part of the equation. People matter too.

“This is a business project, not just an IT one” insists Sébastien Pitaud.

Go for connected devices over offline tablets — they offer smoother performance in the field.