A field sales execution case study for businesses managing reps, territories, promotions, and local account coverage.
18.24%
Year-over-year sales growth
2.1M → 1.2M
Monthly churn reduction
92%
Of Sales Managers reported better daily operations
25% → 46%
Increase in preplanned visits
Shell increased annual sales by 18.24% year over year after using iSteer AI to bring more structure, visibility, and consistency to its field sales execution.
The growth was supported by better territory planning, improved customer visit discipline, faster action on churn, stronger pipeline visibility, and more consistent coaching for frontline sales teams.
Shell's network is larger, but the operating challenge is familiar to businesses managing outside reps across multiple locations.
Shell sells through a large distributed sales network. While the business had capable field sales teams, execution quality varied across regions and territories.
This is a familiar challenge for any business managing outside reps across multiple locations. The questions were simple, but hard to answer consistently:
Without a single execution layer, too much customer knowledge stayed scattered across calls, spreadsheets, notebooks, and individual rep memory.
Shell used iSteer AI Sales Channel, deployed as Pipeline Manager Tool, to digitize and standardize the field sales workflow.
Instead of relying on disconnected systems for visit planning, marketing materials, customer intelligence, pipeline tracking, and coaching, Shell brought the outside sales process into one platform.
For a store group, the same model applies across a network of stores and outside reps: one place to plan territories, track account activity, guide rep conversations, capture customer intelligence, and give Sales Managers visibility into what is happening in the field.
The platform connected everyday sales execution activities into one workflow, helping outside reps and Sales Managers act on the right priorities before performance gaps became month-end misses.
Outside reps planned and logged customer visits inside iSteer AI.
For a multi-store business, this gives leadership visibility into which accounts are being covered, which territories are under-served, and where reps may be spending too much time on the same familiar customers.
Visit preplanning increased from 25% to 46%.
Outside reps had access to relevant marketing materials, product information, and current offers inside the same workflow.
For auto parts store groups, this can help reps walk into every commercial account with the right promotions, product recommendations, and talking points.
iSteer AI helped turn field observations into structured customer intelligence.
Outside reps and Sales Managers could track customer requirements, competitive activity, product feedback, follow-up actions, churn signals, and territory-level risks.
Churn reduced from 2.1M to 1.2M per month.
Outside reps captured opportunities in a common pipeline.
Sales Managers gained visibility into pipeline size, opportunity quality, territory-level gaps, conversion progress, account follow-ups, and sales target achievement.
Sales Managers used the platform to coach reps continuously instead of relying only on periodic reviews.
Coaching could be tied to opportunity quality, pipeline health, visit effectiveness, customer follow-up, territory coverage, and sales execution.
18.24%
Year-over-year sales growth by improving how field sales teams planned, executed, tracked, and followed up on customer opportunities.
| Metric | Impact |
|---|---|
| Sales Growth | 18.24% year-over-year increase |
| Churn Reduction | Reduced from 2.1M to 1.2M per month |
| Sales Manager Productivity | 92% of Sales Managers reported improvement in day-to-day operations |
| Visit Planning Discipline | Preplanned visits increased from 25% to 46% |
Most CRM systems record what happened.
iSteer AI helps sales teams improve what happens next.
By bringing together visit planning, marketing execution, customer intelligence, pipeline management, churn visibility, and digital coaching, Shell created a more consistent field sales operating model.
The result was stronger frontline execution, better manager visibility, and measurable sales growth.
Shell grew annual sales by 18.24% by turning field sales execution into a structured, visible, and coachable process with iSteer AI.
I really vouch for Pipeline Manager tool, which is the heart and soul of our indirect channel business with Shell distributors and designed to streamline the sales process and provide analytics to empower sales professionals. It is also very flexible in terms of customization and integration with other tools and applications, so businesses can tailor it to fit their specific requirements. Kudos to the iSteer team for their relentless support to Shell team during the PMT journey so far.
Overall, we have seen huge progress with the usage of Pipeline Manager, with 7 of our clusters fully using PMT in APAC. PMT helped increase the quality of the pipeline and gave us and the distributors good visibility on pipeline quality, pipeline size by sector, and especially the evolution of the hit rate. By using Pipeline effectively and cleaning our pipelines, we have seen a consistent increase in the hit rate across the board.
For store groups with outside reps, the same model can help improve territory coverage, customer follow-up, promotion execution, and Sales Manager visibility.