Sales Excellence in a fast changing marketplace

About company

Alken-Maes is one of the leading Belgian breweries in Europe. The company has merged two small breweries, Maes located at Kontich-Waarloos and Cristal-Alken located at Alken and is now part of the Heineken Group.
It’s headquaters is located in Mechelen with breweries in Alken, Kobbegem and Opwijk.
It has a wide portfolio of beers, including Pils, Blond, Brown, Abbey and special beers.

Business challenge

Alken-Maes asked Brightfox to assist in implementing a platform where they could align the on-trade (pubs) and off-trade (wholesale) market business with each other. As one of the leading Belgian brewers it faces a fast changing marketplace where prices are under constant pressure. The need for a business platform which gives them an overall overview of all interactions with their customer was key. Establishing a sales tool which keeps track of both markets provides Alken-Maes with a tool which is able to report solid and consistent figures about their market share.

Approach & Services

Brightfox acted as a ‘liaison’ to bridge business with the IT department (SFDC development was executed by a third party supplier). Brightfox captured business requirements and designed the business processes for the following domains: Sales Cloud, Servicemax & Marketing Automation.
Brightfox was responsible for the following:

  • Business analysis – capturing business requirements during workshops
  • Design of Sales cloud, Marketing and ServiceMax processes
  • Implementation business rules and customized workflows
  • Setup of dashboard and reports to support the Sales team / Management
  • Training of the end users

Product solutions

  • Sales Cloud Enterprise
  • ServiceMax (Field Service Management)


Want to see how we can help your business grow?