In a competitive global manufacturing landscape, companies produce well and also reach their customers, partners, and distributors efficiently. For QualiChem, a leading global manufacturer of advanced metalworking fluids, the challenge was making their field operations and sales strategy smarter, sharper, and proactively responsive. Here’s how Maplytics came in.
What does QualiChem do?
QualiChem manufactures some of the most advanced metalworking fluids globally. Their portfolio includes water-dilutable coolants, straight oils, metal-forming fluids, cleaners, rust & corrosion inhibitors. They operate manufacturing facilities in the United States, Germany, and Malaysia, and are committed to quality and zero-discharge environmental standards.
Operating globally means handling multiple regions, distributors, prospects, customer facilities, and intricate logistics. QualiChem recognized a need to bring clarity and location intelligence into their planning and execution of sales and field operations.
The Business Challenge
Before Maplytics, QualiChem faced several operational hurdles:
- They needed a precise way to map and visualize customers, distributors, prospects, and partner companies spread across multiple regions.
- They wished to link together and visualize related companies, such as customers that have multiple facilities or subsidiaries across the globe, to understand opportunities and relationships better.
- They wanted to identify nearby prospects and existing clients through proximity-based searches. For instance: “Given my sales appointment at 10:00 am tomorrow, what other facilities are nearby?” This kind of insight helps maximize sales efficiency and minimize wasted travel.
- Efficient route planning for their sales representatives was also crucial: they needed to increase customer visits, minimize travel time, and improve productivity in the field.
In short, QualiChem had the right manufacturing strength, the global footprint, and the product lineup. They needed additional help with an integrated, location-aware workflow for their sales and field teams. The gap between having data in a CRM and being able to act on it, spatially and operationally, was significant.
How did Maplytics help?
Maplytics is a certified geo-mapping and location intelligence solution for Microsoft Dynamics 365, Power Apps, Power Pages, and Dataverse. It enabled QualiChem to transform its sales workflows by embedding spatial and route intelligence directly into its CRM and field operations. Key capabilities delivered:
Proximity Search for Smarter Outreach:
QualiChem used Maplytics’ radius/proximity search feature to locate customers, distributors, and prospects within a specified distance of any point. This meant that sales teams could plan visit schedules by looking around any appointment and picking up nearby opportunities – improving daily productivity and reducing travel waste.
Optimized Route Planning for Field Efficiency:
With route optimization and turn-by-turn navigation, integrated with platforms like Google Maps, Waze, and Apple Maps, QualiChem’s sales and service teams could map efficient multi-stop routes, receive real-time traffic updates, and reroute dynamically. That boosted the number of meaningful interactions each day and reduced time spent in transit.
Advanced Data Visualization for Strategic Decisions:
Mapping customers, prospects, distributors, and partner locations on interactive maps gave QualiChem an instant visual of market coverage, regional demand trends, sales performance, and potential gaps. With this insight, strategic decisions on resource allocation and distributor coverage became more data-driven.
Seamless Integration into Microsoft Dynamics 365:
Because Maplytics works inside the CRM environment, QualiChem did not need to switch tools or export data separately. The spatial intelligence was embedded in their everyday workflow, enabling field teams and the back office to operate with the same view.
The Transformation & Results
The deployment of Maplytics allowed QualiChem to bridge the gap between CRM data and location-driven action. The transformation can be summarised as follows:
- Field teams with mobile devices could see all clients, distributors, and prospects on a single map, at a glance. This improved awareness, coordination, and decision-making in the field.
- The ability to plot nearby prospects automatically led to higher utilization of field time, shorter travel distances, and better customer coverage.
- Route optimization meant sales calls could be scheduled more logically, with less downtime, and improved efficiency meant more face-to-face time with clients or prospects.
- Strategic dashboards and heat maps allowed management to spot underserved regions, overlapping territories, or high-potential zones, enabling better resource deployment and strategic focus.
- Ultimately, the company’s sales and distribution efforts became more targeted, efficient, and scalable.
Key Takeaways for Organizations Looking to Replicate This
Any company with field teams, multiple territories, customers/distributors spread out geographically, and a CRM system can benefit from what QualiChem did. Here are the lessons:
- Visualize your field: Don’t rely purely on lists or tables. Bring customers/distributors/prospects onto a map. When you see the location, patterns become clear: clusters, gaps, redundancies.
- Enable proximity-based planning: If your field teams are on the road, allow them to find next-best visit opportunities near their current appointment. This brings more efficiency to each travel window.
- Route optimization: Travel time brings travel cost. Multi-stop routing, real-time traffic updates, and dynamic rerouting all add up to more time with customers and less time wasted.
- Use data visualization for strategy: Heat-maps, density maps, and territory visualizations enable leadership to identify underserved areas or high-potential regions.
- Make it part of your CRM/workflow: The spatial strategy should not be an add-on or separate tool. Integrate it so that the field teams use it as part of their day-to-day process.
- Scale globally: Whether your business is local, national, or global, geography matters more as you expand. The larger the footprint, the more benefit you get from location intelligence.
- Monitor adoption and value: To make the solution worthwhile, ensure field teams adopt the spatial tools and leadership uses the visual/graphical data for decisions. The human element of change management is key.
What’s More?
The QualiChem success story with Maplytics is a textbook example of how location intelligence can change the game for field sales, distribution, and geographic market coverage. In an era where data is abundant, the differentiator becomes how you act on it.
To get more acquainted and experience Maplytics & MapCopilot first-hand, one can write to crm@inogic.com.
We can arrange a personalized free demo for your requirements. You can also enjoy a 15-day free trial in your environment.
For applied knowledge, visit our Website or Microsoft AppSource. One can hop onto the detailed Blogs, Client Testimonials, Success Stories, Industry Applications, and Video Library for a quick query resolution. Technical docs for the working of Maplytics are also available for reference.
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