Clients Overview
Glen Appliances Pvt. Ltd. is a premier Indian home appliance manufacturer with a nationwide presence across urban and rural markets. With a robust distribution network comprising 3,500+ distributors and 45,000+ retailers, Glen is known for delivering quality, innovation, and trust to Indian households. Managing such an expansive field sales network posed growing challenges in terms of visibility, efficiency, and scalability.
Project Objectives
Glen Appliances approached us with a clear set of objectives:
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Digitize and streamline the field sales operation across 15,000+ pin codes.
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Implement real-time lead management with instant assignment.
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Enable daily activity tracking for 500+ sales personnel, including attendance, visits, and order capture.
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Automate tour planning and expense management, reducing paperwork and delays.
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Facilitate real-time data capture for both primary and secondary sales.
- Offer centralized visibility and control over the sales lifecycle from lead to closure.
Business Challenges
Before implementation, Glen Appliances was grappling with several operational inefficiencies that limited sales performance and channel visibility:
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Delayed Lead Closures: Leads generated through various channels took 2–3 days to be assigned manually, often delayed due to miscommunication, regional language barriers, and lack of pin-code-based routing.
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No Real-Time Tracking: Glen’s 500+ field sales team operated without centralized monitoring of their attendance, visits, orders, or coverage — resulting in low accountability and inconsistent performance data.
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Manual Expense Management: Sales teams submitted physical documents for DA, travel, and lodging claims, causing delays in reimbursements and a lack of transparency.
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Disconnected Channel Network: With over 3,500 distributors and 45,000 retailers, there was no digital mapping or geo-tagging, making it difficult to track coverage, performance, and area saturation.
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Unstructured Tour Planning: Sales tours were loosely planned and approvals were informal, leading to inconsistent territory coverage and reporting.
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Lack of Order Visibility: No real-time updates on primary and secondary order placements led to inventory planning issues and missed sales opportunities.
Execution Challenges
While Glen’s vision was clear, implementing such a large-scale Sales Force Automation (SFA) system across a distributed ecosystem came with its own set of unique challenges:
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Onboarding & Training 500+ Field Users: We had to ensure a seamless adoption of the mobile app by users with varying degrees of tech literacy, across different regions and languages.
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Geo-Tagging at Scale: Geo-mapping over 45,000 retailers and 3,500 distributors required meticulous planning, data validation, and integration of third-party mapping services.
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Custom Logic for Local DA Calculations: Implementing dynamic Daily Allowance rules (fixed, KM-based, and city-based) that varied by zone required a highly customized logic layer.
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Tour & Expense Approval Workflows: Designing an approval-based, policy-driven tour and expense module that matched Glen’s internal finance workflow needed close collaboration with multiple departments.
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Lead Management API Integration: Capturing leads automatically from Glen’s website, call centers, and other systems — and assigning them instantly to the right field rep — required building a robust, secure, and scalable lead API and assignment engine.
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Real-Time Performance Tracking: Enabling live dashboards for visits, orders, attendance, lead status, and expenses meant syncing thousands of daily records without performance lag.
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Language Localization: Ensuring multilingual communication — particularly for field agents from rural zones — required implementing region-specific language labels and logic.
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Backend Scalability & Reporting: Handling 15,000+ daily visit logs, 100+ daily tours, and real-time order/lead updates required backend optimization and intelligent data caching to ensure smooth report generation.
Solution Implementation
We implemented SalesLeader, a comprehensive and customizable Sales Force Automation (SFA) platform, designed to bring structure, speed, and accountability to Glen’s sales operations.
Key features deployed included:
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Real-time lead management with automatic pin-code based routing and multilingual support, enabling faster and accurate field assignments.
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A mobile-first interface for the field team with:
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Attendance tracking via GPS and geo-fencing
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Visit marking with location tagging and image uploads
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Order placement (primary & secondary) via a stable, e-commerce-style engine
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Daily tour planning, approvals, and real-time reporting
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Digital expense management with in-app claim submission, proof attachments, and approval workflows
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Integrated Target & Achievement Module to track dealer-level and team-level performance.
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Web backend for supervisors and MIS teams offering:
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Master data management
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Team performance dashboards
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Auto-generated reports and scheduled email dispatches
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Connection with all stakeholders – from central contact centers and brand galleries to field executives and accounts teams – ensuring a single source of truth.
Impact & Results
The deployment of SalesLeader brought transformational results to Glen’s sales operations:
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Lead closure time was slashed from 2–3 days to just 4–5 hours, driving faster decision-making and significantly higher conversions.
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Over ₹10 crore in incremental sales was achieved within the first few months of implementation.
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The field force, now empowered with real-time tools, performed more than 1,500 distributor/retailer visits daily and executed 100+ sales tours each day with complete traceability.
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Geo-tagging of 45,000+ retailers and 3,500+ distributors provided unmatched visibility and control over the channel ecosystem.
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Expense reporting became entirely digital and real-time, eliminating manual paperwork and speeding up reimbursements.
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Real-time tracking of primary and secondary orders allowed for more accurate forecasting and smoother supply chain alignment.
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Automated attendance and local DA calculation enabled HR and finance departments to process claims and incentives faster and more accurately.
