Distribution · Merchant services and field sales

From fragmented prospecting to a measurable commercial engine

SumUp

SumUp’s commercial team needed higher-quality enrichment, automated competitive intelligence, and direct CRM delivery, without every question routing through an analyst bottleneck.

60%owner enrichment rate, up from 40% with prior tools

Why this matters for manufacturing & distribution

Wholesale and field sales teams face the same pattern: territory books, competitor footprints, and account context scattered across maps, spreadsheets, and one-off tools. Structify Industrial exists to collapse that distance for operators who cannot afford a slow loop from signal to action.

For most revenue teams, getting an answer to a business question follows the same painful path: submit a request to an analyst, wait for a data pull, align on conclusions. By the time an insight surfaces, the moment to act has passed. SumUp’s commercial team had the data; what it needed was speed and structure without a human router on every question.

Results at a glance

0160%Owner enrichment rate, up from 40% with prior tools
0275%Reduction in reporting time for the commercial operations team
031,500+Qualified competitor leads delivered for conquest targeting

“Structify is the pathway to actionable insights at scale. My sales managers are able to see results in a way they’ve never been able to see them before, and they’re adopting it without being pushed to.”

David Strauss

SVP of Sales | SumUp

Before Structify Industrial

Lead sourcing and enrichment were fragmented

The team used multiple tools and manual processes to find and evaluate leads. Enrichment rates for owner names were materially lower than today, and owner contact, critical for gatekeeper bypass in field sales, was often missing. Every dataset required manual stitching before it could be used.

“We had too many manual, fragmented ways of finding and evaluating leads. Structify helped us move toward a more scalable, structured workflow.”

Alex Rawal

Head of Growth Marketing | SumUp

Competitive intelligence was manual and stale

Sales reps manually checked competitor sites for pricing. Findings lived in static internal docs that went stale quickly, without a systematic way to identify which businesses used which point-of-sale systems.

Systems were disconnected

Core systems were not tightly integrated for sales workflows. Lead delivery relied on CSV uploads. Analytics requests bottlenecked through a small team already facing a significant dashboard backlog.

With Structify Industrial

Higher-quality enrichment from better sources

Government and registry-style sources helped raise owner enrichment rates while delivering richer business profiles, including signals that help qualify leads before delivery into CRM.

Automated competitive intelligence

Systematic connectors and website analysis replaced manual website checks, surfacing competitor footprint signals at a scale manual workflows could not sustain.

Direct CRM delivery and lead tracking

Leads landed in Salesforce with source-attribution tagging, replacing manual CSV uploads. Notifications helped the team act when new leads were ready, closing the loop on performance by source.

Field sales territory planning

Enriched records with operational details like business hours helped operations plot territory routes based on when businesses were actually open, reducing wasted motion in the field.

Ad hoc reporting and analytics

Commercial operations cut time spent on reporting dramatically, moving from reactive, multi-system wrangling to on-demand answers that freed the team for higher-value analysis.

“I love the tool. Honestly, I can't think of another tool that's had a greater impact on my day to day in my time in this role.”

Jaycob Brophy

Revenue Operations Team Lead | SumUp

Impact

Prospecting moved from stitched exports and opaque handoffs to integrated sourcing, enrichment, CRM delivery, and measurable outcomes, so leadership could evaluate what to scale with confidence.