How Boss Paints Went From No Data to Real Insight and Field Sales Teams Getting Their Time Back

The Challenge

Belgian paint producer and retailer Boss Paints had almost no reliable data coming from the field. Field sales reps weren’t required to log their activities, so the CRM never became a natural part of their daily workflow. Instead, individuals relied on personal notebooks combined with phone calls and emails to share updates with colleagues. Information moved from one field sales rep to another, and very little made it into the CRM. Any data that did, often suffered in terms of quality and consistency, because the organization lacked tools that made capturing information easy and intuitive.

The missing data created major blind spots. It became almost impossible to analyze what reps were doing day-to-day or understand how customer relationships evolved. Coaching the sales team was equally difficult. Without this visibility, management was unable to guide the field sales team, and new team members had limited insight into field conversations.

The Solution

Boss Paints knew that capturing richer information was key to boosting field sales effectiveness. To help achieve this, the team needed to set a new standard, clarify requirements, and implement the right system to help transform their operations. 

Donna was chosen to help Boss Paints achieve its goals. Once introduced, the team could analyze the CRM data and use those insights to guide both sales coaches and sales reps. Newer team members or those who have questions about their performance now receive more targeted support. Managers accompany them in the field, armed with concrete information to teach them new skills based on what happens in customer meetings.

Boss Paints described the onboarding and rollout experience with Donna like “co-working”, a true collaboration working side-by-side to roll-out the solution. 

‍“The onboarding with Donna felt like true co-working. We tested with key users, and the Donna team supported us every step of the way.” - Pieter Vanlancker, Business Process owner ‘Market to Order’, Boss Paints Belgium

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The Impact

Reactions from the field were positive from the start. Although some senior reps were hesitant, they quickly recognized the benefits of using time in the car to capture notes and opportunities. Donna ensures that when they return home, they are finished for the day, a shift that represents a major win.

“Some senior reps were initially a bit hesitant, but now they’re genuinely positive. They use their time in the car to capture their notes, when they return home, they are finished for the day, a shift that represents a major win.” - Pieter Vanlancker, Business Process owner ‘Market to Order’, Boss Paints Belgium

In addition, every test user now records a sales note for every visit. More opportunities are captured, tasks are followed closely, and CRM usage has increased significantly. Instead of storing everything in personal notebooks, reps enter information directly into the CRM, giving the business new visibility. The amount of measurable data has grown from virtually nothing to a fully traceable, day-to-day view of customer interactions.

“In terms of measurable CRM data, we had almost nothing before — so the difference now is immense.” - Pieter Vanlancker, Boss Paints Belgium

This new level of data completeness is reshaping how reps prepare for meetings. They use CRM insights for pre-meeting briefings, drawing inspiration from historical interactions and patterns across accounts. Managers have greater visibility into field activity, from the volume of visits to the quality of captured information. The next step is deeper data analysis to identify key learnings and prepare the broader sales team for future adoption.

“Donna isn’t something we’re testing in isolation. She’s evolving with us. It’s a true partnership focused on helping our sales reps perform better every day.” - Pieter van Lanker, Boss Paints Belgium