How Meesenburg modernised its sales and used AI to uncover hidden revenue potential

Too many products, not enough oversight

Family-run wholesaler Meesenburg carries more than 200,000 products. Around 450 employees work in field and inside sales across 34 locations. Because these structures grew organically, collaboration is more fragmented than centralised.

At a mid-sized company this size, experience alone is no longer enough to keep track of everything.

Where are cross-selling opportunities? Which customers are buying less and at risk of churning? Until now, the only answers came from manual analysis pulled from the SAP system — and that ate into time better spent on customer conversations. 

To stay competitive, Meesenburg set out to modernise its sales organization. The wholesaler needed a solution that:

• gives a clear overview of all sales activity

• flags cross-selling opportunities and churn risks early, every day

• drives a measurable increase in revenue

Meesenburg chose Plato to chart a new course for wholesale distribution.

SAP data turned into clear recommendations

Plato turns the data in Meesenburg’s SAP system into concrete recommendations for sales, in real time.

The platform brings together Meesenburg’s customer data, product data, and sales activity. AI analyzes this data and picks up on the signals that matter for the wholesaler's revenue:

• Churn risk: Plato flags when a customer is buying less and at risk of leaving.

• Cross-selling potential: Plato alerts sales when certain products match a customer's buying pattern.

To increase transparency and collaboration across the sales team, Plato simplifies the relevant processes:

Field reps use Plato to prepare for customer visits with automation and summarize them by voice. Inside sales then builds a quote directly on the platform and can send it to the customer before the field rep has even left for the next appointment.

Sales leadership gets visibility into ongoing processes and results. They can support individual reps where needed and track performance at both the regional and global level.

€117 million in revenue potential uncovered

With Plato, Meesenburg’s sales team now has a clear view of performance, opportunities, and risks. The team works more seamlessly and transparently together.

In its first six months with Plato, Meesenburg achieved:

• €117 million in identified revenue potential

• Double-digit revenue growth since introducing Plato

• More than 5 hours saved per employee, per week

Inside and field sales reps now put that time back into nurturing customer relationships, meaning more quality throughout the sales process.