TESY: Having the opportunity to efficiently manage sales and marketing allows us to work more closely together
TESY, the largest Bulgarian producer of electric water heaters and heating appliances shares how Salesforce products help them better manage their sales and marketing
TESY is the largest Bulgarian producer of electric water heaters, heating appliances, and indirectly heated water tanks. It is also part of the Ficosota holding, a global manufacturer of home and personal care products.
A family-owned business, the company was established by the Kyurkchievi brothers back in 1990 and 25 years later pioneered the "smart" water heater with Internet control.
Today, TESY has a team of more than 900 people and annual revenue of €86M for 2021. The organization also doubled its production capacity with the opening of a new factory in 2016 and has become Europe's 3rd largest manufacturer of electric water heaters (1.2 million per year).
TESY has five factories – three in Shumen and two in Smyadovo. It has subsidiary companies in Romania, Greece, Spain, and Russia, and sells its products in over 55 countries – across Europe, South America, Africa, Asia, and the Middle East.
Challenges
“How can technology help us? It all starts with having a dream first. Then, we could think about what are the main steps to get us there and what our processes should look like. Once, we had a clear process in mind, we could explore different technologies to help us realize it in the most efficient possible way,” says Emmanuel Totev, TESY’s chief commercial officer.
Before jumping into software solutions, for TESY it was very important to define what exactly the company needs. Two main areas turned out to be of the highest importance.
On the side of marketing operations, the team needed a better way to manage the field work of its distributors and merchants - from planning of customer visits through in-store activities to the delivery of various campaigns.
The other critical area for the company was the sales pipeline management - the business opportunities that lie ahead for the acquisition of potential customers and upselling of existing ones. All this had to be structured on different levels - by country, by region, and organization-wide.
This Tesy realized with the support of Next Consult - a proven consulting and integration partner with solid experience and a deep understanding of business management, process optimization, and IT.
Solution
Looking at different tools, TESY realized they needed software, which is open and supportive and that won’t hinder its merchants and marketing, and that will provide an environment in which they could work every day and get all the help they need.
Salesforce allows TESY to efficiently manage sales and marketing processes so that the company is able to work more closely together.
The company's partnership with Next Consult helped them select the best solution based on these needs and business objectives. Furthermore, Next Consult's expertise in blueprint writing and business process optimization played an important role in the following implementation of the software.
“People frequently rush to purchase the software and try to adapt to the default setup or configuration. The best strategy, however, is for the leadership team to first clearly understand the organization, its goals, and the processes involved before deciding how to use the program,”
Chief Commercial Officer at TESY
Future plans
“We are making a radical organizational change through the integration of our business processes. We are several organizations in one – two manufacturing and one commercial. We want to be able to work effectively together - as one company,” Totev emphasizes.
TESY now plans to further accelerate its growth and increase production capacity by launching new product lines.
