AI-powered platform transforms sales operations and delivers field-ready mobile experience

LGG Industrial, a leading distributor of fluid handling, material conveyance, and sealing solutions for industrial customers throughout North America, has overhauled its sales operations using SugarCRM — growing pipeline substantially and transforming how its field teams work.

LGG Industrial’s transformation with SugarCRM has delivered immediate and measurable benefits:

• 3.7x growth in pipeline opportunities;
• 3,000+ new contacts captured, that were previously lost in spreadsheets and mobile phones;
• Uptick in user adoption from under 20% to 80%; and,
• New streamlined sales process and account hierarchy in place in under six months, reimagining a 12-step sales cycle into four streamlined stages.

“With Sugar, we didn't just get new software — we got a partner who helped us move fast and see results and understood how to get us to value quickly,” said Tim Billingsley, Vice President of Revenue Operations at LGG Industrial. “Sugar gave us the flexibility without the bloat, and the integration options without the cost or complexity.”

With a highly technical, field-based sales force managing thousands of complex industrial accounts, LGG Industrial needed a sales automation platform that matched the speed and mobility of its team.

Before Sugar – hampered by an antiquated CRM system – its sales teams relied on personal devices, spreadsheets, and sticky notes to track deals. Now, every team member uses SugarCRM to view pipeline, log activities, manage accounts and relationships, and collaborate — all in one place. More than 80% of CRM activity now happens on mobile, with field reps using voice-to-text to log notes, update deals, and prep between customer site visits.

“No matter whether they’re in downtown Toronto or in the West Texas oilfields, our reps are getting the job done with Sugar,” said Billingsley.

LGG Industrial is planning to expand its use of Sugar to include Sugar Serve, giving sales and support teams a shared view of every customer’s journey — from order history to open service cases. “Now, when a seller walks into a customer meeting, they’re not caught off guard by an open support issue. They can see it all in Sugar,” said Billingsley. “It’s transforming our customer conversations and ultimately, our customer relationships.”

“Imagine waking up to an almost four times bigger sales pipeline and 3,000 new contacts ready for a sales conversation?” said James Frampton, SugarCRM Chief Revenue Officer. “That’s the kind of transformation we’re delivering for customers like LGG Industrial.”

About SugarCRM

SugarCRM software solutions help sales teams reach their highest potential. Designed to cut through complexity, prioritize opportunities, and increase upsell using the resources they already have, SugarCRM is ideal for complex, relationship-driven industries – such as manufacturing, wholesale and distribution – looking to accelerate growth and drive smarter decision-making.

Thousands of companies in over 120 countries rely on SugarCRM to engage with clarity, sell with consistency and close with confidence. Headquartered in Denver, SugarCRM is backed by Accel-KKR.

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

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“Imagine waking up to an almost four times bigger sales pipeline and 3,000 new contacts ready for a sales conversation? That’s the kind of transformation we’re delivering for customers like LGG Industrial." - James Frampton, SugarCRM Chief Revenue Officer