BSN Sports is the biggest distributor of sports equipment and team uniforms in the United States. Offering a wide variety of sports apparel from leading sportswear brands such as Nike, Under Armour, New Balance, and more. BSN Sports is acknowledged as the Best Supply Network in Sports.
Key Information
distributor
presence
and several markets
salespeople
Watch our interview with BSN Sports to discover how they leveraged no-code and AI for success
Charting a Course for Growth with No-Code
BSN Sports, throughout 50 years of being a leader in the sports equipment and apparel industry, has accumulated numerous homegrown systems to handle various business problems. This patchwork of solutions had become inefficient. To regain control and keep up with growing competition, BSN Sports needed a robust, unified CRM solution.
The search for the right system was driven by two primary goals: digitizing processes and increasing efficiency, particularly in sales. BSN Sports selected Creatio's no-code platform for its flexibility, customization options, and user-friendly design. This decision would prove transformative, bringing much-needed visibility and efficiency to their sales operations.
Key Deliverables
Enhanced Visibility and Analytics
Streamlined Operations
Rapid Implementation and Customization
Improved Lead Management and Customer Service
Automated Sales Operations
Boosted competitive advantage through an enhanced sales culture
The implementation of Creatio at BSN Sports catalyzed a profound shift in the company's sales culture. For decades, BSN Sports had relied on its strong reputation and established customer base, with sales primarily driven by inbound requests. However, as the market became more competitive, the company recognized the need for a more proactive and structured approach to sales.
Creatio became the cornerstone of this sales transformation, enabling BSN Sports to introduce and reinforce key sales concepts that were previously underdeveloped in their organization. Sales representatives, once reactive, were now empowered with tools to proactively identify and nurture opportunities.
The platform facilitated a more collaborative environment, with shared dashboards enabling better communication between team members and management. This led to targeted coaching and support, driving individual performance improvements. The new data-driven approach allowed sales reps to tailor their offerings based on customer insights, resulting in larger deal sizes and more effective cross-selling.
We've been able to move our sales book size in the last five years, about 50 to 60% larger per sales pro, and we expect that to continue as we drive more digital enhancements for Creatio in the future.
Key Pillars of BSN Sports' Sales Transformation
Performance: Sales reps could visualize their pipeline, set targets, and prioritize activities effectively, leading to increased sales
Collaborative Environment: Shared dashboards facilitated better communication between team members and management, enabling targeted coaching and support.
Data-Driven Approach: Customer insights help sales reps tailor their approach and offer more relevant solutions.
Cross-Departmental Alignment: Marketing efforts aligned more closely with sales initiatives, while customer service improved with a clearer view of the customer journey.
As BSN Sports continues to evolve its sales culture, the platform's flexibility allows the company to continuously refine its sales processes, adapting to new market challenges and opportunities. What began as a tool for sales management has become a catalyst for a company-wide shift towards a more proactive, data-driven, and customer-centric approach to business.
2,000 salespeople, 3 Creatio admins, 100% adoption rate
BSN Sports has not only empowered its sales operations but also digitalized its entire workforce. At the core of this transformation lies an efficiently managed platform, where a massive organization with over 2,000 salespeople operate under the guidance of just three Creatio administrators. This remarkable efficiency is enabled by Creatio’s composable architecture, which allows for modular development and easy maintenance without reliance on heavy IT resources.
The composable nature of Creatio has also fostered a culture of continuous improvement within BSN Sports. Business users actively contribute to the evolution of their tools, suggesting and implementing changes based on their day-to-day experiences. This democratization of development has accelerated innovation while ensuring that new features align closely with real business needs.
Perhaps the most striking testament to the success of this approach is the platform's 100% adoption rate among the sales team. This high adoption rate isn’t the result of pressure but rather the creation of a system that genuinely enhances the sales team's daily operations, making their work easier and more efficient.
People laugh when we say our adoption is 100%. It’s not because we force them into it. To do the job, they need Creatio.
Unlocked insights with seamless integration
The adaptability of Creatio's platform was also evident in its seamless connection with BSN Sports' existing systems, including its ERP. This flexibility enabled the creation of end-to-end processes across multiple departments, such as sales, customer service, marketing, and operations. The result was a new level of collaboration and efficiency that permeated the organization.
The company achieved a 360-degree view of customer interactions and business processes, facilitating seamless information flow between departments. Automation significantly reduced manual work, empowering employees to focus on higher-value activities and boosting overall productivity.
Higher conversion and efficiency with an automated approach to lead and order management
BSN Sports has harnessed the power of Creatio's automation capabilities to revolutionize several key processes, significantly enhancing its operational efficiency. At the heart of this transformation is their revamped lead management system. With Creatio, when a potential customer shows interest, the lead is instantly routed to an appropriate sales representative. This immediate action ensures that no opportunity slips through the cracks, enabling BSN Sports to capitalize on every potential sale with unprecedented speed and efficiency.
Similarly, order management has been transformed through intelligent automation. Once a time-consuming process requiring constant manual checks, it now benefits from Creatio's ability to act as a vigilant guardian of order statuses, automatically flagging changes or issues. Salespeople no longer need to manually monitor each order. Instead, they receive prompt notifications about any alterations, allowing them to address concerns or opportunities swiftly during the fulfillment process.
From concept to reality in 4-week deployment
The no-code platform’s ease of use and rapid development capabilities empower BSN Sports to quickly create and deploy innovative tools that address diverse business needs. By eliminating the complexities of traditional development cycles, the company can swiftly prototype, test, and implement solutions in a fraction of the time, ensuring they stay ahead in a competitive landscape.
One of many examples is their new forecasting system, which transitioned from concept to reality in just four weeks. This agile development enabled BSN Sports to implement a sophisticated forecasting tool, providing detailed projections by account and product type.
In my experience in sales operations, when you have an idea for a new initiative, it typically requires assembling an agile team and initiating a sprint. Often, it takes 8 to 9 weeks just to get started. Here, in just four weeks, we’re already 85% done. It’s incredible!
The production timeline demonstrated the remarkable efficiency of the no-code approach. This rapid progression from idea to implementation stood in stark contrast to traditional development cycles, which typically required multiple months of planning, resource allocation, and development sprints before seeing tangible results. What traditionally would have taken months of development and significant IT resources, BSN Sports accomplished in just four weeks with Creatio.
Future of Innovation
In essence, the strategic integration of Creatio with BSN Sports' existing systems did more than just solve the immediate challenge of connecting their CRM with their ERP. It laid the foundation for ongoing digital innovation and operational excellence. BSN Sports now benefits from a fully integrated, easily configurable system that supports their growth and adapts to their evolving needs across all departments. This transformation has positioned BSN Sports at the forefront of their industry, ready to meet the challenges of an ever-changing market with agility and confidence.
