Nomadia Day · Nomadia Field Sales · Since 2023
Delpeyrat: "Everything runs in Nomadia Field Sales — target-setting, tracking, analysis, forecasting…"
Everything runs in Nomadia Field Sales: target-setting, tracking, analysis, forecasting…
We no longer need to use multiple tools and switch between them.
Delpeyrat: 4 gastronomy universes, 4 shelf worlds, 1 unified sales force
Before 2023, Delpeyrat operated with an incomplete CRM that did not cover the full sales cycle. As a result, Excel had become the main tool for field reps — with all its well-known limitations:
- Large files sent back and forth by email — no single reference version
- Files cumbersome to handle on a smartphone in the field
- Impossible to keep files up to date between head office and territory managers
- No real-time visibility for the National Sales Director and Regional Managers on field activity
The full interview with Sophie Melloul at Nomadia Day
Delpeyrat belongs to the gastronomy division of the Maïsadour cooperative and represents 25% of its revenue. We operate in food retail with 4 product categories, which correspond to 4 business units within the company: foie gras, duck breast and aiguillettes, smoked salmon and trout, and confits and prepared dishes. In-store, these products are naturally found in different aisles and are subject to very different seasonality patterns — which is no small challenge for the teams.
The field sales force is organised into 4 regional divisions, each comprising 1 Regional Manager and 7 Territory Managers. All TMs cover the full product range and face particularly high demands during the Christmas season, given the festive nature of our portfolio. With a field team of 28 people, you need to be very well organised to cover all stores. Today, we achieve around 80% mass retail coverage. Nomadia Field Sales helps us do this by enabling us to focus on the stores with the best potential.
You have to understand that before Nomadia Field Sales, Delpeyrat had an incomplete CRM. As a result, Excel had become the primary tool for field reps, with files being sent back and forth, difficult to manage and keep up to date. When looking for a solution, the goal was to equip the sales force with a CRM that covers everything — from sales preparation to execution, including target management and materials planning.
Nomadia Field Sales exceeded that requirement by genuinely bringing together all the tools a territory manager needs in the field, as well as those that give Regional Managers — and me as National Sales Director — a consolidated real-time view of activity, especially during the peak seasons that are critical for all our product ranges.
Today, Nomadia Field Sales has become indispensable for everything related to range audits and numeric distribution (ND) analysis. That's the primary use. The great advantage of this tool: Territory Managers can see immediately where they stand on their product range and lost revenue — all measured against their targets. All targets are loaded into Nomadia Field Sales for each of the 4 cycles around which we plan the year.
With this complete, up-to-date view of their activity by store, the TM can approach the category buyer and show them the annual revenue that could be generated by listing this or that product. I can't think of a more compelling argument in-store!
In Nomadia Field Sales, TMs have direct access to sales presentations and sales plans, a revenue and margin simulator, and their individual target agreement. Promotional flyers to be sold are also highlighted on the platform. It enables detailed tracking of ongoing and planned promotions — with an assessment of each promotion for quota tracking per sales rep. Another practical advantage: materials ordering also takes place within the CRM — the TM simply selects the promotion and the store, and the order is sent directly to the relevant partner.
For Regional Managers as well as for me, the fundamental value of Nomadia Field Sales is access to centralised, up-to-date information. This gives us a reliable picture of what is happening in the field every day. For all operational data, we have multiple filtering options — by business unit, by retail chain, by region, by sector, by date — very useful for steering team activity and making well-informed decisions.
With this CRM, we no longer need to use multiple tools and switch between them. Everything runs in Nomadia Field Sales: target-setting, tracking, analysis, forecasting… We can now even run surveys with territory managers thanks to a recently added module. The survey is integrated into the CRM, and TMs respond directly from the store. Summarising the responses takes just one click — a method as fast as it is effective for taking the pulse of a team that spends a lot of time in the field.
Simply this: that it is an absolutely essential tool for any field sales force. More than ever, we need timely information about what is happening in-store, and a genuine connection with our mobile workforce. At the pace and level of responsiveness that today's sales environment demands, it has simply become impossible to work efficiently on Excel alone.
But not all CRMs are equal. Nomadia Field Sales has the great advantage of being genuinely built for field sales teams working in mass retail. You can feel it in the features and tools on offer, in the underlying logic and in the vocabulary used. We have been using it for 2 years now and I believe we are far from having discovered everything — especially as the solution continues to evolve to address new requirements, both for field teams and their managers.
What Nomadia Field Sales gives territory managers in-store
📱 The complete Delpeyrat territory manager dashboard in-storeInstant view of product range and lost revenue vs. targets — the first use case cited by Sophie Melloul
4 cycles per year — every TM knows at any moment exactly where they stand for each of their stores
Quantified argument for the buyer: "Here is the revenue generated by listing this product"
Direct access to all sales documentation from the field
Highlighted sales promotions and tracking of ongoing actions with quota assessment per rep
Select promotion + store → order sent directly to the service partner, without leaving the CRM
What Nomadia Field Sales gives the National Sales Director and Regional Managers
📡 Centralised view and real-time management for Delpeyrat managersA reliable picture of daily field activity — no waiting for weekly reports
By business unit, retail chain, region, sector, date — all views available for precise steering
Ensure territory managers are in the right place at the right time — geographic and temporal oversight
Target-setting, tracking, analysis and forecasting — all in a single tool
Launch surveys directly from the CRM — results compiled with one click, no email, no Excel
Enhanced visibility during strategic periods (Christmas, festive season) — critical for all 4 Delpeyrat product ranges
"At the pace and level of responsiveness that today's sales environment demands, it has simply become impossible to work efficiently on Excel alone. But not all CRMs are equal. Nomadia Field Sales has the great advantage of being genuinely built for field sales teams working in mass retail — you can feel it in the features, in the underlying logic and in the vocabulary used."
2 years of Nomadia Field Sales at Delpeyrat — and far from fully explored
Nomadia Field Sales helps focus visits on the stores with the best potential — a direct lever for retail coverage with just 28 TMs.
The revenue/margin simulator enables the TM to show the buyer exactly what a listing means in concrete terms — the most compelling argument there is.
Targets, tracking, analysis, forecasting, materials ordering, field surveys: the NSD has centralised everything in Nomadia Field Sales — no external tool, no fragmentation.
The CRM genuinely built for mass retail field sales teams — everything in one tool, like Delpeyrat since 2023.
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