Leading John Deere Construction Equipment Dealer Boosts Participation Rates by Solving Dirty Data Problem
Yellowhouse Machinery can now quickly identify high-value customers and prospects, enabling reps to take action 7× faster than before BiltData.

At a Glance

Yellowhouse Machinery, a leading John Deere construction equipment dealer with 11 stores in Oklahoma and Texas, aimed to achieve market leadership over major competitors like Caterpillar and Komatsu. However, the sales team faced significant hurdles, including limited access to customer and market intelligence. This was exacerbated by data silos across different systems (DBS, RMS, CRM, ERP) and inconsistencies in data quality, making it difficult for sales reps to know where to focus their time and challenging for them to create a strategy to hit their goals. 

To address these challenges, Yellowhouse Machinery implemented BiltData to cleanse dirty data and unify data-sets transforming siloed information into actionable intelligence using data visualization and visual analytics. Through a combination of AI, data science, integrations, and impact scoring, BiltData revealed the most profitable customers, the most promising prospects, and untapped territories.

Spoiler Alert:

A unified dataset with scoring technology identified the most profitable customers and new buyers in Yellowhouse’s territory increasing their participation rate and market share. BiltData’s initial analysis showed that 19% of Yellowhouse’s customers generated 76% of the revenue. Their top 11% of customers generated 52% of revenue. Additional analysis uncovered that 33% of buyers own 71% of the assets in the Yellowhouse market. This revelation minimized chasing low-value opportunities, saving sales reps’ time and helped the entire organization refocus their efforts on the accounts with the most potential for growth.

Challenge:

The sales team struggled to effectively create and implement strategic sales plans due to several key challenges:

• Lack of a Unified View: Data was siloed across disparate systems (DBS, RMS, CRM, ERP), preventing a comprehensive understanding of customers, transactions, and prospects.
• Incomplete and Inconsistent Data: Dirty data and inconsistencies across systems made it difficult to identify and target high-potential opportunities.
• Limited Market Insights: Without a clear understanding of market trends and competitor activities, sales reps lacked the context needed for value-added selling.
• Time Consuming and Difficult Processes: With having to learn multiple platforms and the clunky data, the sales reps took more time to process the incoming information than to act upon it and increase participation percentages. 

Past Success Driven By Informal Interactions: 

The sales team’s past successes were largely driven by informal interactions and tribal knowledge, relying on casual, unstructured communication and personal relationships rather than formal, data-driven processes. Reps often drove around, looking for equipment on the side of the road to identify potential customers, and relied on word-of-mouth or individual experiences to guide their efforts. While this approach had worked to some extent, it lacked consistency, scalability, and efficiency, making it unsustainable for long-term growth.

“When I was a sales rep, success was determined by how long we were willing to be on the road and how many dinners with our families we were willing to miss.” 

-Cody Woolly, Regional Sales Manager

Results:

BiltData provided Yellowhouse Machinery with several key advantages, significantly improving the efficiency and effectiveness of their sales team. The results of this transformation were clear:

1. Improved Customer Insights and Planning: Customers were scored by BiltData and segmented into five categories (best, future best, loyalists, testers, new) to clearly show opportunities and risks. This led to increased confidence in sales targets, enhanced market intelligence, and more focused capital allocation. Yellowhouse Machinery is expected to exceed its 2025 market share goals as a result.
2. Prospect Scoring: BiltData uses prospect scoring with data visualizations to help sales reps quickly identify top prospects from multiple market intelligence sources. This identifies the buyers the reps should focus on nurturing to give Yellowhouse Machinery the best possible chance of increasing market share.
3. Broader Reach: Yellowhouse was able to contact individuals and businesses they had never made contact with before. By leveraging BiltData’s data integrations and intelligence, sales reps gained access to previously untapped prospects, allowing them to expand their reach and grow their customer base.
4. Time Savings: BiltData streamlined customer outreach planning, reducing the process to three clicks for insights—5–10× faster than before. Sales reps no longer needed to sift through multiple systems, enabling them to quickly prioritize high-value prospects and focus on strategic sales activities, resulting in a higher ROI on time invested.
5. Faster Onboarding for New Sales Reps: The clear, organized data enabled new hires to quickly identify key customers, understand market trends, and make informed decisions, reducing reliance on tribal knowledge and inefficient training. This accelerated ramp-up time boosted team productivity.
6. Experienced Sales Reps’ Appreciation: Sales reps with over 20 years of experience valued BiltData’s ease of use and data insights, wishing they had such tools earlier. The system helped them refine strategies, improve customer interactions, and enhance sales performance.
7. More Valuable One-on-One Meetings: Sales managers found one-on-one meetings more productive with access to comprehensive sales performance and customer data. This enabled more meaningful discussions focused on actionable insights, enhancing coaching and promoting a data-driven, results-oriented culture.
8. Targeted Territory Planning: Previously, a one-size-fits-all strategy was applied across all stores and territories. BiltData enabled the creation of customized plans by identifying the highest-potential prospects most likely to convert, ensuring a more targeted and effective approach.
9. Clear Visibility of Progress Toward Goals: Performance metrics provided sales reps with real-time insights into their progress, helping them stay focused, adjust strategies, and stay on track to meet or exceed their targets.

Conclusion:

The implementation of BiltData’s solution transformed Yellowhouse Machinery’s sales operations, driving measurable improvements across several areas. By breaking down data silos and providing a unified platform, BiltData enabled sales reps to make more informed decisions, expand their customer reach, and streamline daily tasks. The platform reduced inefficiencies, unlocked new opportunities, and fostered stronger sales practices, resulting in improved individual performance and increased team participation. This strategic approach helped Yellowhouse drive significant growth and gain a competitive edge in the marketplace.