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This playful paraphrase of ‘The road to hell is paved with good intentions’ is less noncommittal than you might think. A mistake of one minute when determining your GPS location and you’re one town too far; the same amount of chili instead of sugar in your recipe and everybody will be running towards the tap…

Wrong assumptions and faulty targets in sales and marketing lead to ‘collateral damage’ – unwanted damaging effects. Your people get discouraged or wrongly overconfident. And that’s how you lose the battle.

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What was part of the first real digitalization for entrepreneurs? Probably Word, Excel and PowerPoint, the much-used tools in the first versions of Microsoft’s Office. Everyone has made that first step. But what about the next steps?

Today, digitizing also means migrating to the cloud. But how do you take that double leap as an enterprise with paper administration: a leap towards being digital and in the cloud? And does good old Microsoft still play a role in this digitizing wave?

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The first step is always the hardest. Admitting you need rest, admitting your partner was right, realizing you can’t go on like this…

The first step was also hard on 40 CEOs and marketing managers of big companies in fast-moving consumer goods. We already welcomed 20 big shots at our annual FMCG365 event last year. And we did it again this year. Because they want to improve their planning and reporting. Or better said: because they admit the planning of their field activities and the reporting can improve.

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Do these things sound familiar to you?

Time-consuming accountancy?
Working with a tangle of Excel files?
Endless printing and scanning activities?
Time-consuming manual entries?

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Everyone is looking for digital accountancy. That is the evident and at the same time educational conclusion of the breakfast session Avento organized on September 24^th. From small SMEs to the branch of a multinational – among the attendees were quite the opposites.

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The best way to mess up a store visit is undoubtedly to forget the name of your contact. Not knowing the product range or the planogram come in second and third. You’re working blind, you can’t even install a display. Even worse: you’re about as useful as a one-legged man in an ass kicking contest and it takes a lot of time to recover from such a bad impression.

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Where shall we go? – Wohin geht die Reise? – Dove ti porta il viaggio?
This old game doesn’t even suffice for our comparison as it is limited to Europe alone. We’d better use Risk, with its world map and gradual conquests. Avento has conquered many continents with its CRM apps, FMCG365, Industry365 and Textile365. As such, we have completed 4 out of 6 possible challenges in Risk.

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The quote “Time is money” is attributed to 18^th century American scientist Benjamin Franklin, the first man to describe electricity. That was a long time ago. These days, the title of this article is every bit as true. Time spent with clients with the greatest potential equals considerably higher profits. With these words, we have elegantly introduced the dilemma of Customer Relations Management (CRM). There are too many potentially interesting clients and not enough people to serve them all quickly and well.

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A field worker starts his day and takes with him: directions and a road map, a clipboard, a pen and a tape measure (Stanley or another brand, 2 meters is enough). Before the smartphone, this wouldn’t sound so outdated. You can even see them today: representatives with a clipboard between the shop racks. Making notes. But when they’re counting SKUs or get out their tape measure, they avoid being watched. They might not be aware of the fact that they look a bit like walking anachronisms.

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Avento is successfully playing the French market. The specialist in mobile customer relationship management (CRM) and digital transformation is getting more than one foothold. Three French companies – two multinationals in paint and wine and one national player in the agricultural business – are collaborating with Avento to support their representatives and field workers with our mobile CRM app FMCG365. This news also reached Made in Mechelen.

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