A regional beverage distributor
The Challenge
Territory reps were finding out about new bars and restaurants weeks after they opened — usually when a competing distributor had already placed the first order. Their lead list came from a quarterly third-party scrape that was stale on arrival, full of duplicates, and missing the exact license type that signaled buying intent. Reps wasted hours every week qualifying dead addresses instead of working live accounts.
The Solution
They wired New Venue Data webhooks into their CRM, filtering for new SRX, COP, and BEV filings across their five-county territory. Every day-of-filing event now creates a pre-qualified lead routed to the right rep by county, with normalized business name, mapped address, and license type already attached. No more manual scrubbing — the signal arrives the morning a license is filed.
The Results
- 3.2x more net-new accounts opened per rep per quarter
- First-contact-to-competitor lead time cut from ~21 days to under 48 hours
- ~9 hours/week of manual list cleanup eliminated per rep
- Won 41% of newly-licensed venues in territory, up from an estimated 12%
“We used to chase openings. Now the openings show up in our CRM before anyone else even knows the place exists. The first call wins, and we are almost always the first call.”
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