Campagnolo

Campagnolo, a premium Italian brand for designing, manufacturing, and distributing premium components for racing and gravel bicycles, has chosen Salesforce, the world’s number one CRM platform, to enhance its business processes and drive its growth.

In this transformative journey, the primary need was to guide the company towards adopting advanced digital tools, starting with a CRM solution that could be tailored to the diverse needs of various business functions—sales, service, and marketing—fostering a data-driven approach across all areas.

Given the unique nature of Campagnolo’s industry, it was crucial to co-design the sales processes within the CRM, balancing sector-specific nuances with best practices drawn from more innovative industries like fashion. This collaborative co-design process enabled the development of clear business process guidelines, ensuring seamless integration and alignment across all stakeholders involved.

On this CRM adoption journey Campagnolo entrusted Amplize, who, as a trusted digital advisor, recommended the best developments and configurations to address the initial challenge of expanding and profiling the existing customer database.

The project roadmap aims to guide Campagnolo towards a deeper, data-driven approach to customer understanding and profiling.

Starting with Salesforce Marketing Cloud, the focus is on user profiling and enriching the database by managing lead generation from various marketing initiatives: new product launches, contests and challenges, landing pages, and dedicated pages.

With Salesforce Service Cloud, customer service is optimised, enabling greater efficiency and multi-channel support. Salesforce Sales Cloud centralises all customer information into a single view, making the entire sales cycle more efficient.

The implementation roadmap culminates in the integration of Salesforce Commerce Cloud, completing the management of DEMs in sync with the customer journey, both on the public site and ecommerce platform.

The Salesforce clouds were integrated with Campagnolo’s ERP system and website, leveraging the Azure hub for seamless data flow.

Throughout the process, Amplize supported the client not just in the implementation phase but also in the post-go-live phase, focusing on changing the behavior of internal stakeholders to ensure the technology effectively enabled new business processes.

By adopting its unique cross-functional and business-centric approach, Amplize tailored the project to Campagnolo’s specific needs, developing a digital solution that delivers value across all levels of the organization.

“By choosing Amplize as a partner, we have built together a path for adopting the platform. The project began over two years ago and continues to evolve. The turning point for Campagnolo was the shift from a fragmented technological approach (comprising disparate tools, applications, and third-party solutions) to unified system that centralises all operations and fosters synergy across key business areas (Marketing, Sales, and Service). The most significant results achieved so far include an accurate knowledge and profiling of our end customers, allowing us to anticipate their needs, offer products better aligned with their purchasing behaviors, and simultaneously enhance the quality of our customer service.”

Nicola Baggio, Chief Sales & Marketing Officer at Campagnolo