From Blind Spots to Full Visibility: HTC Foods’ Field Sales Transformation
How a Brisbane-based seafood distributor brought accountability and data-driven decision-making to its field sales team.
HTC Foods is a Brisbane-based seafood distribution company operating across Queensland. With a field sales team visiting restaurants and food businesses to sell recurring seafood supply contracts, the effectiveness of their reps in the field is everything. But without any system to track, manage or measure that activity, leadership was essentially operating blind.
The Challenge
Before adopting Ecanvasser, HTC Foods had no visibility into what their field sales reps were doing day to day. Territory coverage across Queensland was described internally as “a mess”, with reps overlapping across regions and no territories assigned.
Key challenges included:
- No visibility on rep activity: Management had no way of knowing how many calls reps were making, which accounts they were visiting, or what was happening in the field on any given day.
- Accountability gaps: Without any tracking system, it was impossible to hold reps accountable or understand whether targets and visit cadences were being met.
- Overlapping territories: Reps were crisscrossing each other across Brisbane, Gold Coast, Sunshine Coast, and Toowoomba, wasting time and creating confusion.
- No capture of field intelligence: Valuable information from pricing conversations, sales opportunities, and product discussions was never recorded - meaning it was lost the moment a rep left a customer.
- No data for leadership decisions: Without structured field data, the leadership team had no reliable basis for making informed strategic or operational decisions.
Our Solution
Ecanvasser was implemented to bring structure, visibility, and accountability to HTC Foods’ field operations. The platform was tailored to their B2B model with reps visiting restaurants, cafés, and food businesses to pitch and log recurring seafood supply contracts.
Key aspects of the solution included:
- Real-time rep tracking: Management can now see exactly where reps are in the field, how many calls they’re making, and their activity as it happens - replacing guesswork with live data.
- Call notes and outcome logging: Reps log call notes directly in the app, capturing pricing conversations, sales opportunities, and product discussions that previously went unrecorded.
- Territory management: Territories across Queensland’s regions were clearly mapped and assigned, eliminating the rep overlap that had made coverage inefficient and accountability unclear.
- Customised for B2B: The platform was configured specifically for HTC Foods’ business model, with commercial accounts mapped as pins and reps set up to visit and log against food businesses rather than residential addresses.
- Simple onboarding and flexible setup: The system was up and running quickly, with dedicated support ensuring the transition was seamless and the software tailored to suit their specific needs from day one.
Sales rep tracking software
Complete oversight into field activity without needing to chase reps for follow-ups. Boost accountability, identify issues, and make data-driven decisions that fuel profitable growth.
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The Outcome
The implementation of Ecanvasser has delivered meaningful improvements across visibility, accountability, and decision-making at HTC Foods:
- Full field visibility: Leadership can now see exactly what the sales team is doing in the field - calls made, accounts visited, and outcomes logged - removing the blind spots that previously existed.
- Actionable field intelligence: With call notes capturing pricing, opportunities, and product discussions, the leadership team can now make informed decisions based on real data from the field rather than gut feel.
- Improved rep accountability: The visibility Ecanvasser provides has replaced guesswork around rep activity and created a culture of accountability across the field team.
- Tailored to the business: The flexibility of the platform allowed HTC Foods to configure the software specifically for their B2B model, making it immediately relevant and useful from day one.
- Seamless setup and adoption: A smooth onboarding experience with dedicated support meant minimal disruption, with the team operational quickly and the software shaped to suit their exact needs.
What was once an operation running on instinct has been transformed into a structured, data-driven field sales function - giving both reps and leadership the tools they need to make every visit count.
The system set up was simple and support provided by Aoife was excellent making the entire set up seamless. We have been able to tailor the software to suit our needs which has been very beneficial to our business.
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