CEDX
Food & beverage · United States
Cedar Foods
Cedar connected campaigns to CRM to orders so marketing and ops stop arguing about whose number is real.
Wholesale foodservice · national
- Industry
- Food & beverage
- Region
- United States
- Footprint
- Wholesale foodservice · national
- Products live
- CRM, Campaigns, Orders, Shipping, Journeys
- Primary metric
- 3× campaign-to-order
- Scenario type
- Illustrative reference
Executive summary
At a glance
- National wholesale foodservice with campaigns disconnected from order entry.
- Pilot: two regions Campaigns + CRM + Orders + Shipping.
- Target: campaign-to-order conversion and no retyped leads.
Onboarding a rep used to take weeks. Now they ship in days on the same product the page demos.
The challenge
What was broken
Campaign tools never talked to order entry. Reps retyped every qualified lead.
Ops asked sales for spreadsheets before every ship week.
Marketing claimed pipeline; sales claimed noise.
The change
What CEDX replaced
Campaigns and Journeys feed CRM; CRM writes Orders and Shipping.
One customer graph from ad click to dock door.
Shared dashboards end the “whose number” argument.
Outcomes
What changed on the floor
Results used as pilot targets - the shape of success, not vanity dashboards.
- Campaign-to-order conversion tripled on pilot regions.
- Ops stopped asking sales for spreadsheets.
- New reps use the live product from day one.
Team impact
Who feels the change
Sales director
Pipeline and campaigns agree.
Marketing
Measures pipeline contribution, not vanity.
Ops
Ships from the same order sales entered.
Why an estate
Why not another point tool
One customer graph
Sales, service, and finance stop arguing about whose record is authoritative.
One login
Operators do not maintain six passwords and six partial truths.
Live product demos
What you evaluate on the website is the build you implement.
Wave-ready architecture
Start with one motion; add products without a second platform.
Rollout
How they got live
Typical shape - your pilot may compress or expand by product footprint.
Sprint 1
CRM baseline
Accounts, contacts, territories.
Sprint 2
Campaigns + Journeys
Two flagship programs.
Sprint 3
Orders + Shipping
Ops on the same record.
Sprint 4+
National scale
Regions in waves.
Risks
What this design avoids
- Shadow spreadsheets reappear when systems disagree — the estate is designed so the live number is the board number.
- Tool sprawl after the pilot — success criteria and hypercare keep the team on one stack.
- Training debt — enablement uses the live product, not a parallel slide deck of screenshots.
Your next 90 days
Playbook you can copy
Same skeleton Harbor, Northline, and Atlas-shaped programs use.
Days 1–14
Estate map
Sponsor, operators, systems list, retire list, pilot metrics.
Days 15–45
Pilot live
One pod or region on production-shaped config.
Days 46–75
Expand wave
Second region or adjacent product family.
Days 76–90
Hypercare exit
Metrics review, owner map, BAU support path.
In the room
Software that respects the people running it
Cedar Foods runs day-to-day work in CEDX - the same apps you can open from every product page.
FAQ
About this scenario
Is this a named public case study?
It is an illustrative composite on live demo tenants. Named case studies publish with customer approval.
Can we pilot the same products?
Yes. Products in this scenario: CRM, Campaigns, Orders, Shipping, Journeys.
Who implements?
CEDX, a consulting partner, or both - decided in the estate map.
Architecture notes
What sits under the pilot
Identity
One login for operators in scope. Entitlements follow the product graph.
Data
Customer graph ownership is written in the estate map before imports.
Integrations
Prefer estate events and first-party connectors over brittle nightly CSV.
Commercial shape
How programs are usually bought
Pilot SKU
Products in the first motion, seats for the pod, success metrics, hypercare window.
Expansion
Wave-two products and regions after metrics clear - written in the original map when possible.
Related scenarios
More operators on the estate
Harbor Retail Group
Harbor put POS, CRM, inventory, and desk on one login so store close and support share the same customer.
B2B servicesNorthline Systems
Northline collapsed six tools into one estate so new reps quote, sign, and bill on the same customer graph.
LogisticsAtlas Cold Logistics
Atlas put field jobs, parts, and contact-center voice on one desk record across three provinces.
Map a food & beverage program like Cedar Foods
Thirty minutes. Products, retire list, and pilot metrics - before anyone configures.