Inside Sales Grows 11x at H.B. Fuller by Using Playbooks

The Background

H.B. Fuller is an adhesives company that makes globally recognized brands like Gorilla Glue.
When Robert Blackstone joined the H.B. Fuller team as Global Process Manager for inside sales, the team was two people managing a $10M book of business.

The Problem

Bandwidth only allowed 20% of smaller accounts to hear from reps quarterly, leaving a lot of money on the table. Inside sales was bogged down by inefficient technology—logging a single task in Salesforce required 15 clicks.

The Objective

Robert’s first priority was to establish a quarterly cadence with customers, a standardized process that could accelerate rep efficiency and be measured, and automate time consuming tasks.

The Solution

Using Playbooks, H.B. Fuller was able to automate and streamline its process. Each of their customers is tagged as a tier 1, 2, or 3 account. Depending on the tier, the customer receives a different level of interaction.

Not only does Playbooks tell reps who to contact, but it helps them reach out and seamlessly records that action back to CRM. Robert can now manage his business by the numbers and ensure that none of his team’s accounts are falling through the cracks.