Okay, I was wrong. I admit it. When Fred told me about the new e-distribution model, I was skeptical and hesitant to change a business model that had been successful over the past 25 years. I realized that today, over 50% of leads come from online channels. We needed to expand our digital presence to improve our reputation both nationally and internationally. Thanks to the internet, over 30% of our turnover is made outside of Belgium. Our sales have been accelerated by over 20% compared to previous years. Today, I drive my business based on 2 main dashboards. The first is the Marketing Performance Dashboard: It allows me to figure out the cost to acquire a new customer and the best channels to use. I monitor the number of leads generated by marketing efforts, as well as the customer acquisition cost and its lifetime value for each marketing campaign. I’m able to make better marketing decisions now.
The second dashboard is the Distributor's Performance Dashboard. It gives me a clear view on how each distributor is performing in both commercial and operational areas. I can monitor their leads, conversion rates, turnover, and satisfaction levels without having to do any paperwork.
With this new system, I can finally concentrate on the core of my business, which is creating, producing, and distributing pools, without worrying about the small details.
I am incredibly optimistic about the future.
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