How Stanley/Stella Cuts Field Sales Admin Time and Boosts Report Quality with Donna
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Overview
The Challenge
Stanley/Stella, a European leader in premium, sustainable blank apparel for B2B customization, operates across 11 European countries and in the US. Its 50 sales reps are organized by region and supported by a team of trade marketeers who also visit customers daily.
Sales reps follow clear account engagement targets and are expected to meet with at least eight customers every week. Each visit requires a follow-up report which took on average 20 minutes to complete, equating to roughly four hours weekly spent on admin rather than customer engagement.
Even with this time investment, only about 60% of visits resulted in a complete report, often containing limited information. Salespeople frequently expressed that using the CRM feels like a burden. This inconsistent usage contributed to gaps in data quality and continuity, making market and account visibility difficult. Managers also struggled to understand what happens during customer meetings, and essential insights rarely made their way back into the organization.
The Solution
Stanley/Stella needed a way to capture field insights and reduce admin time while making CRM usage more natural for reps. The team explored different AI-driven solutions which led them to Donna. Their priority was to find a mobile-first, multimodal solution to act as a companion for sales managers on the road. It needed to be something reps could use throughout the day, allowing them to capture conversations and insights with minimal effort.
Equally important was the need for easy integration with Stanley/Stella’s existing CRM. The team wanted a solution that brought field insights directly into their systems, without adding another layer of admin. Donna met both criteria: a mobile conversational companion designed to boost field productivity, offering integration that ensures insights meet CRM-quality standards without additional effort.
The Impact
Stanley/Stella launched Donna across Spain, Benelux, and later the US, to understand how Donna performs in the field and what she changes day-to-day for sales teams.
Initial reactions were positive, with enthusiasm from users across all regions. The team evaluated Donna on three core criteria including time savings, the quality of visit reports, and user experience. On time savings and reporting quality, the results were indisputable. Donna reduced the time needed to create reports and produced richer, more structured insights than had previously been achieved. Field sales reps quickly embraced Donna and began using her multiple times a day, describing her as their “best friend.”
“With Donna, reporting became faster, and the insights captured from each visit were far more comprehensive and better organized than before.” - Benjamin Gabriel, Digital and AI Transformation Manager, Stanley/Stella
Sales managers finally gained visibility into conversations happening in the field, and data entering the CRM improved in both consistency and depth.
“For the first time our sales managers had a clear window into field conversations, and the quality of information entering the CRM improved in both reliability and detail.” - Benjamin Gabriel, Digital and AI Transformation Manager, Stanley/Stella
“I would recommend Donna to any organization with field sales teams. Her effectiveness in reducing admin and elevating data quality speaks for itself.”- Benjamin Gabriel, Digital and AI Transformation Manager, Stanley/Stella
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“Donna is evolving with us. It’s a true partnership focused on helping our sales reps perform better every day.”
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Manufacturing
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FAQs
Got questions? Donna got answers. Here’s what field sales teams ask most.
What is Donna and how does she help field sales teams?
Donna is a proactive AI assistant for field sales reps delivering hyper-personalized briefings, capturing every detail, and killing the admin time. She helps sales reps save time by preparing meetings, taking notes, updating the CRM, and drafting follow-ups automatically. With Donna, sales teams spend less time on admin and more time selling. Faster execution, stronger CRM adoption, and more wins, without longer hours. Happier, sharper teams start today with Donna.
Does Donna take notes during meetings automatically?
Yes. Donna listens, online and in person, to your meetings or calls, captures key points, and structures them into clean notes. Everything is stored and ready for review, so you can stay focused on the customer instead of typing. If you are not comfortable having a notetaker in your meeting, you can always update Donna afterwards.
Can Donna really update my CRM for me?
Absolutely. Donna automatically updates or creates contacts, opportunities, prepares quotes in your CRM and drafts follow-up mails. All data stays accurate and up to date without manual entry.
What tools and CRMs does Donna integrate with?
Donna integrates with Salesforce, SAP, Microsoft Dynamics 365, Outlook, Google Calendar, and more. Even if your CRM includes custom objects and fields, Donna connects seamlessly to keep everything in sync. Find all integrations here.
How much time can sales reps save by using Donna?
Sales teams typically spend less time on admin by 75%. By automating meeting prep, note-taking, and CRM updates, Donna helps reps reclaim time to focus on customers and close more deals.
Is Donna secure and GDPR-compliant?
Yes. Donna is ISO 27001 certified and fully compliant with GDPR, CCPA, and SOC 2. All data is encrypted in transit and never used to train AI models.
Our CRM is customized. Can Donna handle this?
Yes. Donna works with both standard and custom CRM objects and fields. Whether your setup is simple or highly customized, Donna connects seamlessly and keeps all your data accurate and up to date.
How is Donna different from other AI sales tools?
Donna’s purpose is built for field sales. Unlike generic AI assistants, Donna connects with your CRM, captures meeting notes, and updates contacts and opportunities automatically, even on the go. As Donna is deeply integrated into the day-to-day of field sales teams, she delivers a proactive, voice to voice and hyper-personalized experience.
How long does it take to set up Donna?
Donna connects to your CRM and calendar quickly, with most teams fully onboarded in less than two weeks. Setup requires less than a month, and our team supports every step of the process.