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    Dairy Cooperative | Multi-Year Partnership

    Pharma Excipient Unit of Top-Five Global Dairy Cooperative: End-to-End Salesforce Transformation

    Transforming sales, marketing, service, and distributor engagement for a €12 billion Netherlands-headquartered dairy cooperative — powering their ingredients and nutrition divisions with Pardot, Sales Cloud, CPQ, Service Cloud, Community Cloud, SAP integration, and Einstein AI.

    €12B

    Revenue Scale

    7+

    Salesforce Products Deployed

    4.9/5

    Customer Satisfaction Rating

    SAP

    Bi-directional Integration

    Client Overview

    One of the world's top five dairy cooperatives, headquartered in the Netherlands, with a €12 billion revenue footprint spanning dairy, nutrition, and ingredients divisions. Salesforce sits at the centre of their strategy to digitise sales, marketing, service, and distributor engagement across global operations.

    Key Business Characteristics:

    • Leading dairy cooperative with global ingredients and nutrition divisions
    • Complex B2B and B2B2C distribution model with distributor and customer networks
    • Disconnected sales and marketing teams requiring unified automation
    • Person-centric sales processes with disparate legacy systems
    • Manual reporting with high people-dependency, lacking predictive analytics

    Challenges

    Ineffective Lead & Opportunity Management

    Disconnected sales and marketing teams with person-centric, siloed sales processes across disparate systems.

    Limited Customer & Distributor Engagement

    Interactions relied on telephone and email with no central portal for self-service or real-time collaboration.

    Disparate Data & Reporting Gaps

    Manual coordination for consolidated reports, high people-dependency, and complete lack of predictive analytics capabilities.

    Salesforce Ecosystem Deployed

    Pardot (B2BMA)
    Marketing Cloud
    Sales Cloud
    CPQ
    Service Cloud
    Partner Community
    Customer Community
    Einstein AI
    SAP Integration
    Lightning Platform

    Salesforce Solutions Implemented

    Marketing Automation (Pardot)

    • Customer journey planning for 1:1 relationships at scale
    • Integration with GoToWebinar and Webex
    • Social asset management through Pardot connectors
    • B2BMA and Einstein Campaign Insights for audience discovery
    • Marketing ROI improvement and sales-marketing alignment

    Sales Cloud & CPQ

    • End-to-end sales process automation
    • Lead management and account planning
    • Quote management using Salesforce CPQ
    • Legal sales process automation
    • New product development opportunity tracking
    • Lightning migration from Classic

    Service Cloud

    • Tech sales support ticket management
    • Customer case management lifecycle
    • Quality assurance case management for internal teams and distributors
    • Pricing support case management

    Partner Community Portal

    • Product catalog and configuration for distributors
    • Lead routing, account plans, opportunities, and pipeline management
    • Certificate of analysis, sales orders, contracts, invoices, and delivery details
    • Distributor performance management

    Customer Community Portal

    • Certificate of analysis downloads against orders
    • Customer support engagement — invoices, delivery, quality issues
    • Centralised and updated FAQs
    • Case management from community with guided workflows

    SAP Bi-directional Integration

    • Customer and product master data management
    • SAP → Salesforce: Contracts, invoices, orders, delivery & supply chain info
    • Salesforce → SAP: Compliance management, winning quotes and proposals
    • Unified real-time data exchange for improved customer engagement

    Custom Apps & Project Management

    • Nutrition project management application
    • New Product Development (NPD) project management
    • Application project management
    • Sample management integrated with core systems

    Einstein AI & Intelligence

    • Einstein Discovery for AI-powered proactive customer engagement
    • Einstein Predictive Builder for actionable insights
    • Automated workflows reducing mundane data entry
    • Smarter decision-making and improved team productivity

    Marketing Cloud

    • Omni-channel customer engagement across email, SMS, and digital touchpoints
    • Personalised journey orchestration for dairy, nutrition, and ingredients customers
    • Dynamic content and segmentation based on product interest and buying behaviour
    • Marketing Cloud Connect integration with Sales Cloud for unified customer data
    • Campaign performance analytics and ROI reporting aligned to sales pipeline

    Ongoing Admin & Adoption Support

    • User ticket management and issue resolution for change requests, issues, and training needs
    • Report and dashboard creation, profile updates, page layout changes, and workflow enhancements
    • Data management — loading, cleansing, and quality assurance
    • User lifecycle management — creation, deletion, and role management
    • Regular adoption reviews and org health checks

    Customer Feedback

    4.9/5

    "Overall very satisfied. Make sure you invest in setting up the appropriate comms channels in advance and also have internal SF knowledge available for the best outcomes."

    — Salesforce Admin, via Salesforce Partner Community Survey

    5.0/5

    "We have seen incredible progression in our community initiative, both partners & customer community. Very happy with the services of the lead developer & the team supporting him."

    — Salesforce Admin, via Salesforce Partner Community Survey

    Results & Impact

    • Unified Sales & Marketing: Pardot and Sales Cloud alignment eliminated silos and enabled end-to-end lead-to-revenue automation
    • Self-Service Partner & Customer Portals: Distributor and customer communities enabled scalable engagement without manual intervention
    • SAP-Salesforce Unification: Bi-directional integration for contracts, invoices, orders, and supply chain data in real-time
    • AI-Powered Productivity: Einstein Discovery and Predictive Builder enabling proactive customer engagement and faster decision-making
    • Custom App Ecosystem: Nutrition, NPD, and application project management apps integrated with core platforms
    • 5.0/5 Customer Satisfaction: Consistently top-rated across Salesforce Partner Community satisfaction surveys

    Questions buyers ask about this engagement

    How do you run a seven-product Salesforce estate without it becoming unmanageable?

    Each product was introduced in its own phase against a shared data model and integration layer, with one release process and one admin governance model. The programme grew by phase rather than by parallel projects, which is why later additions did not destabilise earlier ones.

    What does bi-directional SAP integration actually cover?

    Contracts, invoices, orders and supply-chain data move both ways, so commercial teams quote and service customers against real order and credit positions, and Salesforce activity updates the systems finance relies on.

    How is adoption sustained after go-live in a multi-country business?

    Ongoing admin and adoption support handles releases, enhancements and user questions, with local champions per market. Satisfaction is measured through the Salesforce Partner Community survey rather than self-reported.

    Would this suit a food or agri co-operative of a different size?

    The building blocks — partner and customer portals, sales and marketing alignment, ERP integration and custom apps for NPD or nutrition — are configured to scale down as easily as up. Smaller businesses typically start with one portal and one cloud.

    Planning something similar? Start with our Salesforce implementation partner overview.

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