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World-Class Foam Fabricator Supercharges Business Growth with Sugar Sell for Sales Automation
[November 14, 2023]

World-Class Foam Fabricator Supercharges Business Growth with Sugar Sell for Sales Automation


Creative Foam Corporation, a leader in customized engineering solutions for the transportation, healthcare and consumer/industrial markets, is the latest manufacturer that is gaining significant competitive advantage through newfound sales opportunities with SugarCRM, provider of the award-winning AI-driven CRM platform.

For over 50 years, Creative Foam's expertise in automotive foams, nonwovens, adhesives, and healthcare solutions has helped engineers at the world's leading companies continually implement quieter, stronger, lighter, and safer products. The company's exclusive "under-one-roof" capabilities in engineering, design, testing, prototyping, tooling production, along with its expansive North American manufacturing footprint provides an unparalleled value proposition to customers.

Creative Foam implemented Sugar Sell as its manufacturing CRM solution to transition from manual spreadsheets to an all-in-one CRM platform and advanced sales automation solution. Enhanced forecasting and analytics make the hard things easier, enabling the company to maintain a strong sales pipeline, and understand run rates for its engineering and manufacturing programs spanning multi-year roject lifecycles.



In addition, real-time win-loss analysis reports help the company better understand its competitive position in the marketplace as well as help drive improved conversion rates. With a data-driven sales approach, Creative Foam can create repeatable success to fuel business growth and achieve greater efficiency.

The Sugar platform seamlessly pairs with Creative Foam's Plex enterprise resource planning (ERP) platform, providing a single source of truth for all customer data. Deep ERP and CRM data visibility gives Creative Foam the ability to do "whitespace analysis" and discover hidden upsell, cross-sell, link-sell and switch-sell products and services more effectively. By understanding competitive advantages and disadvantages by customer, technology, and process, Creative Foam can make targeted real-time strategy adjustments using focused analytics.


"Sugar Sell gives us the 360-degree view we need to focus on delivering for our customers while keeping a strategic focus on the future of the business and competitive market," said James McAlister, Marketing and Sales Analytics Manager at Creative Foam. "We've tracked metrics year-over-year from implementation to the first quarter of FY24, and we're projecting 30% higher sales. While larger macro economic trends have had an impact here, we do see SugarCRM as a key factor in our success due to increased visibility and focus and a richer understanding of where opportunities are coming in from a customer and location perspective.

"Additionally, our dollar content per vehicle has increased 14%. Our sales pipeline has grown 42% since implementation, and we exceeded sales goal by 44% in FY23," he said.

"The Sugar platform is intuitive and easy to tailor to fit our unique sales and business needs, which has fostered adoption among our account executives," said Douglas Shinkle, Vice President of Sales at Creative Foam. "Those that embrace it, love it, and it's quickly become a tool that's helping to drive business every day."

"Creative Foam's materials provide greater automobile comfort and safety for millions and play a key role in many of today's crucial life-saving medical components. The company knows what it takes to deliver exceptional products. With Sugar, Creative Foam now has a high-definition view of its customers and business operations," said Jason Rushforth, Senior Vice President and General Manager, Americas, SugarCRM. "SugarCRM is an industrial-grade CRM that automates anything, accelerates everything and anticipates what's next. This flexible and powerful platform does the work to power growth for modern marketing, sales and service for manufacturers."

About SugarCRM

SugarCRM is a CRM software that helps marketing, sales, and service teams reach peak efficiency through better automation, data, and intelligence so they can achieve a real-time, reliable view of each customer. Sugar's platform provides leading technology in the sales automation, marketing automation, and customer service fields with one goal in mind: to make the hard things easier.

Thousands of companies in over 120 countries rely on Sugar by letting the platform do the work. Headquartered in the San Francisco Bay Area, Sugar is backed by Accel-KKR.

For more information about SugarCRM, visit: www.sugarcrm.com.


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