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Author's profile photo Michael Mankowski

The Fishbowl is too Small for this Goldfish

What does it take to drive consistent double-digit growth?


Ask Goldfish ICT and they will tell you that great people, best-practices, and powerful tools are the keys to driving steady 30% annual growth.


Goldfish is a consulting firm based in Waardenburg, Netherlands and focuses on the European food and pharmaceutical industry.  As both an SAP customer and partner, the company helps their customers optimize processes and IT infrastructure.  Goldfish likes to think of themselves as a company that “adds flavor to food and pharmaceuticals.”

Over the past few years, Goldfish has grown their business from €2 million to €12 million.  Many companies would be satisfied with growth of this magnitude, but not Goldfish.   How does a company of this size take it to the next level?   The company made a bet on the cloud and started a division focused on helping clients leverage the benefits of the cloud.    But, with growth comes complexity and they found themselves questioning how they would manage that complexity and drive sales effectiveness.  The answer was surprisingly simple: collaboration, process, and cloud.

When you are growing, every opportunity counts, and Goldfish knew that they needed to make sure that none slipped through the cracks.  They recognized that in order to equip their sales people to handle an increasing volume of business, they had to eliminate Excel and provide tools that made their sales reps more effective.  A more formalized, rigorous sales process that included cross-company collaboration was a must.  So after looking at their options, they
settled on a cloud CRM strategy, and selected SAP Sales OnDemand.

“Goldfish is betting our business on the Cloud and SAP.  Sales OnDemand has enabled us to quickly scale the business without the huge
investments in IT. “

– Marcel Pothof, Director of Foods & Agro, Goldfish ICT Services B.V

Their decision paid almost immediate dividends.  By selecting a subscription-based solution, they were able to preserve their working capital
for investment in other parts of the business. After the implementation that required very little IT support, Goldfish rolled the software out to their
sales force in September.  Their sales teams were quick to adopt the new technology, and are already experiencing several benefits:

  • Improved Collaboration – there is greater teamwork and sharing of information in context, with one central view of customers and prospects
  • More Productive Customer Meetings – sales people now get real-time customer insight before visiting a customer, so they are more informed and better prepared to help the customer
  • Greater Pipeline Visibility – every lead and opportunity is tracked, so pipeline velocity can be managed and nothing falls through the cracks
  • More Opportunities – Goldfish is now able to identify the best market and business development opportunities and pursue them effectively     

“Collaborating across the company allows us to share information on any account in real time, kind of like an internal social network.  We can quickly
strategize on account plans and, at the same time, keep everyone in the loop on every activity.”

– Ksenia de Jong, Business Development
Manager, Goldfish ICT Services B.V

So, what does the future hold for Goldfish?  Expansion and continued aggressive growth.  They plan to continue investing in their cloud business and focusing on profitability by helping their employees to be as effective as possible.  The company is thinking outside the box expanding CRM to project leaders in an effort to foster ongoing customer-centric collaboration and repeat business.   At Goldfish, it is clear that every employee has a stake in customer success.

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