ADI Global Distribution Helps Improve Sales Effectiveness with Conexiom

The Challenge

By 2019, ADI's inside sales team was caught in a losing battle between serving customers and processing orders. With more than 100,000 customers across North America and EMEA sending purchase orders by email, the volume of manual data entry was overwhelming — even with a team of 600+ ISRs. Emailed purchase orders sat unprocessed in inboxes while customers waited. The ISR team could only be reactive.

5 Mins

The time one ISR spent rekeying a single emailed order into SAP or Adonis before any verification.

600+	ISRs constantly facing an unending data entry backlog despite a large, skilled team

Manual entry created a second problem too: delayed order acknowledgments. Customers couldn't get confirmation until orders were keyed in, and orders couldn't be keyed in until an ISR was free. The bottleneck ran the entire length of the fulfillment chain.

The Solution

ADI chose Conexiom to eliminate manual order entry entirely. Conexiom extracts and transforms unstructured data (like an emailed purchase order) into structured data added to SAP and Adonis within minutes of receipt, with full accuracy. ISRs no longer 
tracked down unprocessed orders. Instead, they focused on solving customer problems and building the deeper relationships that drive revenue.

ADI also shifted how it measured the ISR team away from orders processed per day, toward growth and customer engagement signaling that Conexiom had changed the nature of the job itself.

"A big reason why we chose Conexiom was that it did not require any change in behavior from our customers. That was very attractive to us. Our goal was to make this seamless for our customers so they're not even aware it's happening."
~ Joe Loucks, VP of Global Sales Operations & Enablement

The Results

Following the North America rollout, ADI expanded Conexiom to 1,200 customers across 14 countries in EMEA (the Netherlands, Belgium, Denmark, Sweden, South Africa, the UK, Ireland, France, Czech Republic, Slovakia, and Poland) driven by the platform's quick time-to-value.

Getting 600+ ISRs across two continents to adopt a new way of working required deliberate change management.

ADI's approach:

• Leadership commitment: endorsed at every sales meeting, review, and town hall

• Manager training: prepared for the people management side of the transition

• Staff videos: introduced the platform and addressed unspoken concerns

• Sales skill program: helped ISRs grow in confidence as their role evolved

Business Outcomes

1,700 orders/day are now processed through Conexiom (1,000 in North America, 700 in EMEA). What previously took five minutes per order is now fully touchless.

Process standardization was an unexpected additional win. A "day-in-the-life" exercise during implementation revealed that some ISRs had been deviating from agreed entry procedures, creating inconsistent data and customer experiences. Conexiom eliminated 
the variability entirely. Every order now follows the same standardized path.

"Customers are beginning to see our sales teams in a different light. They are noticing the more attentive approach and dedicated time we are now able to give to them. We have more time to understand their business needs and help them successfully design and procure the right solutions for each job or installation. We're able to serve as true, indispensable partners to them."
~ Roger Boulton, Country Leader UK

Bonus Outcome

Consistent data, every time Conexiom's automation enforces a standardized process for every order removing the inconsistency that manual entry introduced across a 600-person team.