Author: Hazel Johnson

Case Study: Sloemotion Distillery

Yorkshire-based distillery Sloemotion Distillery needed to organise a mass of data or risk missing out on advanced marketing opportunities.

Read on to learn how KulaHub’s CRM solution and consultancy helped Sloemotion cleanse its data and improve its sales operations.


From the Hedgerows of Yorkshire


Sloemotion Distillery is a Yorkshire-based business that produces a range of delicious gins and other artisan spirits using botanicals and berries foraged from local hedgerows.

It was founded in 2002 by Joff Curtoys, with his brother joining soon after, and today it employs 20 people and offers a range of complementary spirits and other products.

About 50% of the company’s sales are to retail outlets, including around 500 farm shops and several major supermarkets.

The rest of its customer base is evenly split between bars and restaurants and direct-to-consumer sales.

However, Sloemotion’s B2B customers usually deal with hundreds of other suppliers and rarely have automated stock systems.

This means the sales team has to generate demand and encourage customers to reorder—a time-consuming task when you don’t have a suitable data management system to help.

As the company continued to grow, it became clear that it needed to find a more efficient way to organise its data and streamline its processes.

Sloemotion Distillery’s Data Challenge


Sloemotion’s B2B customers deal with hundreds of other suppliers and rarely have automated stock systems.

This means that the sales team has to generate demand and encourage customers to reorder.

As the business grew, its management found that the business software packages they had been relying on to organise sales data were ineffective for a large sales team.

The company faced several challenges, including:


Difficulties Managing Data

Sloemotion Distillery had 15 years of data and around 70,000 records.

This data should have been valuable; however, it was collected and stored on different departments’ systems.

The company was using spreadsheets, email calendars and accounting software, which aren’t designed to manage and utilise data.

Data managed in this way is time-consuming to use and its value is low.

There is often duplication of records, too. This is not only frustrating for the business but also for customers, who may be contacted multiple times by the same company.


No Oversight of Activities

Sloemotion has 7 sales people—a large team for a business of this size.

Tracking sales using unsuitable business software packages made it challenging to monitor the teams’ activities.

Managers wanted to see which team members were performing well and gain a clear overview of operations to judge business efficiency.


Missing Data Marketing Opportunities

Sloemotion wanted to understand critical sales factors such as customer tiers, sales patterns and buyer habits. To do this their data needed to be managed better.

Joff’s team knew it was missing an opportunity to use data to inform sales strategies and drive targeted marketing campaigns.

An urgent need for a more efficient data management system arose in early 2020. The pandemic meant that most bars and restaurants had closed their doors, and a large portion of Sloemotion’s customer base became dormant.

The company needed to make up for this loss by focusing their efforts on their retail clients.


Luckily, by this point the company already had KulaHub on board.


Recommended Data Experts


The Sloemotion team realised they had to start using data effectively—or risk dropping behind their competitors.

By early 2019, Joff was seeking a CRM solution and a fellow business owner recommended KulaHub.

Let’s look at how KulaHub has helped Sloemotion so far.


Data Consultancy

First, Sloemotion needed to rationalise its data. KulaHub audited and cleansed all records. This involved:

  • Transferring all data from the accounting software and spreadsheets to a central CRM.
  • Cleansing 70,000 records to focus on 1,000 businesses that were regularly buying.
  • Tagging up the data, allowing it to be searched and segmented instantly.

Now Sloemotion’s customer records are managed seamlessly. New contacts are added to a single CRM record the moment they get in touch, and their information can easily be recalled at the click of a button.


Training and Support

Getting started with a CRM with multiple capabilities could have been a steep learning curve for Sloemotion. KulaHub ensured their client hit the ground running by:

  • Hosting a two-day training course.
  • Teaching data management practices, including cleaning and processing data and how to tidy information in legacy systems.
  • Providing daily technical and operational support to ensure smooth set-up and operations.
  • Offering advice on how to get the best out of the CRM and marketing functions.

Sloemotion has opted for the full-year support package, so they’ll have KulaHub’s approachable support staff at the end of the phone whenever they need them.


Advanced Marketing Capabilities

Today, Sloemotion’s sales operations are more efficient and able to take advantage of data marketing techniques.

  • Alerts inform the sales team if a customer hasn’t bought stock recently.
  • A suite of customer management tools ensures that pipelines are managed between salespeople.
  • Customer orders are processed through KulaHub, increasing efficiency and ensuring sales data is recorded accurately.
  • Market segmentation allows customer groups to be identified by factors such as order history, type of business and average spend.
  • In turn, this enables highly targeted email campaigns.

Targeted email campaigns played a vital role in Sloemotion’s Christmas sales strategy. It identified 100 businesses that were likely to be low on stock in the run-up to the festive season. These businesses were approached with a special offer to help drive sales.


Efficient, Effective Sales

KulaHub has given Sloemotion control over its data and supercharged its sales team’s efficiency and effectiveness.

It’s still early days, and Sloemotion will spend 2021 exploring more of KulaHub’s capabilities—such as the CRM’s integrated dashboard, which will help management report on critical information like progress on targets, priority tasks and alerts to new enquiries.

KulaHub will also provide third-party integrations to automate more functions within the CRM and make management of Sloemotion’s online shop easier. These include:

  • Connecting the website’s online store with the Shopify ecommerce platform.
  • Linking the payment system to Xero accounting platform.


“I can heartily recommend KulaHub. Organising our database and switching to a CRM was a daunting task, but with their support it was seamless.

“We’ve had to focus hard on our retail customers due to lockdown and KulaHub’s capabilities have come into their own here, helping us to gain new customers and improve our management of existing ones.

“Recently one of our team moved on to another business. The company was looking for a CRM and my former colleague recommended KulaHub—that’s how satisfied our entire team is with the system!”

Joff Curtoys, Sales Director and Founder, Sloemotion Distillery.


KulaHub CRM enables you to discover opportunities, engage with customers, track performance and generate more sales.

If you’d like to learn more about how KulaHub can help you develop a data-driven sales process, contact Andrew Booth on [email protected] or call 0800 049 6044.

Make 2021 Your Data-Driven Sales Year

B2B sales leaders are constantly being reminded how data will transform their sales.

And these benefits are set to become even more pronounced thanks to the global pandemic.

A recent BBC news article stated that the UK economy could take up to three years to return to pre-Covid levels. 

Others predict that the country will experience several waves of company insolvencies as government support schemes end and businesses default on debts.

Face-to-face marketing channels have become less effective due to lockdown restrictions and there is now a greater need for proactive sales strategies that take you directly to the customer.

With the Christmas break now upon us, it’s a good time to look ahead to the new year and consider how you will put data at the heart of your sales process and get your business on a strong footing for 2021.

Here are three ways data will give your sales team the edge.


#1 Find Your Dream Customers


Most companies don’t need your product or service.

So you shouldn’t waste time marketing to them.

But that’s what most sales teams do, they spray and they pray, hoping to stumble on promising leads. The law of averages means most teams will make a few sales this way but it’s painful and ineffective.

Data-driven sales teams are more intentional.

They know what their ideal customer looks like and they use data to build a target list of similar prospects.

The power of data to build target customer segments is incredible. There are hundreds of filters that help you find your target customer.

At KulaHub we provide unrivalled insight on UK companies, data such as:

  • Estimated turnover, employee numbers and profit (even for micro-entities that don’t report these figures);
  • Detailed financial health data; 
  • Specific SIC codes provide detailed insight into the prospect’s industry; and
  • Location and key personnel.


#2 Get Your Message Right


In sales, product-customer-fit is vital.

Your product needs to meet the needs of the customer perfectly. So a buying decision becomes a no-brainer.

Like buying a cold drink on a baking hot beach.

Unfortunately, getting product-customer-fit right is normally more complicated than selling a cold drink on a summer day.

You need to clearly show your prospect why your product is the perfect solution to their problem.

Most businesses don’t personalise their marketing messages. They blast out the same message to vastly different customer types.

Data enables you to create messages for different customer segments and even individual customers. 

Let’s take a look.  


Company A is a manufacturer selling widgets to construction firms; they contact every construction firm telling them how great their widget is, what it does and how much it costs. They make some sales but are mostly ignored.

Company B sells a similar widget to the same audience – they have a very different approach to sales; they break their target market into six very distinct types, this is one example:

  • Construction firms with a turnover of over £10m (they tend to work on projects that need the widgets);
  • Are a financially secure (company B wants long term clients);
  • Have growing revenues (they find that growing companies tend to be more open to innovations like the new widget); and
  • Work primarily on road maintenance and building projects (these companies have a strong need for the widget).


Company B targets the above client type with very specific messaging, explaining:

  • How the widget supports large projects; 
  • The value the widget brings to road projects; and 
  • The high level of innovation and how it helps them grow.

Unsurprisingly, Company B is much more successful than Company A. They have created a marketing message that speaks directly to a smaller group of companies they know are a perfect fit for their project.


#3 Sell When There is a Burning Need


The first company to get in touch when a prospect needs to buy has a huge advantage. 

The right data gives you a stream of these opportunities every day.

Consider a company that has just experienced a large bad debt when a client goes into administration. They’re probably going to be interested in managing that risk in the future, credit insurers and data providers are two businesses that offer highly relevant services.

If a credit insurance company can hit at just the right time when a prospect has experienced a bad loss they have a much higher chance of making a sale.

Many triggers can give you an edge:

  • New companies setting up;
  • A new director; 
  • An improvement or decline in financial performance; 
  • Opening of a new location.

The list goes on. 


The Time is Now


It may seem an unlikely time to invest in new capabilities, however data will enable your business to survive 2021’s challenging economic conditions and come out stronger.

Of course, data offers benefits above and beyond surviving the recession.

Many companies will want to grow their business, while others will be seeking a competitive advantage to boost recovery.

Investing in data will enable this, providing sales teams with better leads, more effective marketing, the ability to visualise sales figures and the knowledge to continuously improve their processes in the future.


Master Your Data


Understanding that data can help grow your business or get it through challenging periods is one thing – but knowing where to start is less clear.

Sales leaders often don’t know where to start with data. To many it feels like an intangible asset that can only be mastered by those with a degree in computer science or with vast resources.

However, implementing a data-driven sales culture is more straightforward than you’d think and, with the right help, is quick to implement.

This is where businesses like KulaHub come in.

We help sales teams achieve more by arming them with easy to use marketing tools and data. 

We can help you to understand how data can increase your sales and grow your business. We’ll get you set up with the systems you need and provide you with close technical support throughout the system’s lifetime. 

Do this now and by the end of January you could have everything in place ready for the year ahead.

KulaHub CRM enables you to discover opportunities, engage with customers, track performance and generate more sales.


If you’d like to learn more about how KulaHub can help you develop a data-driven sales process, contact Andrew Booth on [email protected] or call 0800 049 6044.