Through strategic CRM implementation and streamlined processes, The Quality Group accelerated its B2B expansion, enhanced customer experiences, and solidified its position in the competitive retail and gym sectors.
THE CLIENT
Since 2021, The Quality Group GmbH, based in Germany, has been home to the leading fitness food and supplement brands ESN and More Nutrition.
Initially established as a D2C-focused company, the business expanded its strategy in 2023 to include B2B distribution. This shift aims to strengthen brand positioning in specialized retail and gyms across Germany and the Netherlands.
Industry: Health & lifestyle
2 Country
THE PROJECT
Peak & Peak is a strategic advisor and partner for The Quality Group, delivering a strong foundation through best practices and implementation in several releases.
While the focus of the first projects was on delivering the CRM for sales processes it is now enhanced to cover The Quality Groups B2B service processes and cross-department collaboration. Use cases entail:
CRM foundation for lead, account & contact management
Strategic management of field sales with client classification, substitution management, activity definition, promotion planning and KPI performance insights through Reporting & Analytics
Field execution in retail and sports business units with a streamlined user experience for efficient yet effective visit execution
B2B service and sales support processes for a better customer experience by reducing data silos
Order integration for the CRM to act as the source of truth
THE CHALLENGES
A fresh B2B Sales team needed a strong CRM solution to support the strategic growth goals of the company
Refined sales processes were almost non existent - guidance was needed
Data silos and multiple data sources as well as a lack of harmonized and high-quality data
incomplete customer and limited real-time insights
Various communication channels
inconsistent workflows across regions
A fast and big impact into the market was needed in order to stay ahead of the competition
Business units retail and sports (supplement stores, gyms, etc.) plus 2 countries - Germany and Netherlands - had to be implemented simultaneously
- B2B Strategy Owner @ The Quality Group
THE SOLUTION
CRM Foundation: Developed for lead, account, and contact management, laying the groundwork for structured sales operations.
Field Sales Enablement: Implemented tools for client classification, substitution management, activity planning, promotion management, and performance tracking via analytics.
Efficient Execution: Delivered streamlined user experiences for field sales teams, enabling effective execution across retail and sports business units.
B2B Service Processes: Enhanced customer service by breaking down data silos and integrating order management into the CRM for a unified view.
Cross-Country Deployment: Successfully launched the solution across Germany and the Netherlands simultaneously, tailored to the nuances of each market.
EFFECTIVITY
SCALABILITY
EXPERIENCE
360° VIEW
THE IMPACT
The Quality Group gained a robust CRM platform as the source of truth that enabled a structured and data-driven approach to sales and service.
Over 1,500 client accounts were efficiently managed, boosting team productivity and strategic execution.
Standardise sales processes through systematic guidance
Guided and informative selling through filed sales application
The new processes accelerated market penetration, with over 200 retail stores and gyms onboarded in Germany and the Netherlands.
Strategic field execution positioned the brand ahead of competitors in both key markets.
Integrated cross-departmental workflows fostered seamless coordination across retail and sports business units.
Simultaneous implementation across two countries aligned teams and strategies, improving operational efficiency.
Cross-Department collaboration on a single platform
Consolidated data provided a comprehensive 360° view of customers, empowering the team with actionable insights for personalized engagement.
Streamlined workflows reduced response times by 25% and improved customer satisfaction.
Optimized order and service management elevated partner experiences, driving long-term loyalty.
MEASURED SUCCESS
INSIGHTS
Consumer Goods Cloud: Retail Execution
Command center: Market & customer analysis
360° customer view: Deep customer insight and transparency for enhanced Sales control and customer management.
Run Rate Business: Overview and planning of existing customer relationships
collaboration: direct flow of information and better coordination - all in one tool.
Reports & KPIs: Field & product analysis as a base for decision-making.
360° store view: Visit- & product information for e. g. the latest information from the POS, efficient control of promotions and less administrative effort.
collaboration: Management and coordination of the field service
Efficient route planning: Customer analysis & decision basis
Retail Execution Mobile App
360° store view: Visit- & product information e. g. all information about associated products, past transactions and customer history on the market.
Mobile App available
