Continental Mills Leans on ISM for Results-Driven CRM Business Strategy

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Global Food and Food Service Manufacturer Selects CRM Guru Barton Goldenberg to Guide Best Approach to People, Processes and Technology

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We tapped ISM based on their intimate knowledge of the food service industry including a tremendous understanding of the variety of perspectives and best practices - Greg Sevener, Continental Mills

Seeking to help increase customer knowledge, ISM ( today announced it has been chosen as the CRM business consultancy for Continental Mills, a global food manufacturer. Having already completed a CRM business case and high-level CRM Strategy Roadmap for Continental Mills, ISM, led by CRM guru Barton Goldenberg, will next advise the food service organization on best practices for a successful CRM initiative, including the right mix of people, process and technology.

“Continental Mills realized the opportunity to leverage the power of CRM, particularly for national sales growth and penetration; however, we don’t have the depth of knowledge and expertise to successfully deploy a CRM initiative,” said Greg Sevener, VP, Food Division, Continental Mills. “We tapped ISM based on their intimate knowledge of the food service industry including a tremendous understanding of the variety of perspectives and best practices. Thus far, Barton has helped us formulate our CRM plan of attack and laid-out a high-level CRM Roadmap that gives our organization a clear path forward.”

Leveraging its deep CRM experience in the food/food service industries gained over the past 15 years, including major CRM initiatives for Kraft Foods and PepsiCo, ISM’s CRM Strategy & Implementation Roadmap employs a “Top-Down/ Bottom-Up” approach that blends management vision with prioritized operational needs and consistently delivers highly successful CRM initiatives. ISM’s Roadmap creates CRM strategy and vision, assesses customer-facing business processes, prioritizes CRM business functional requirements, highlights required change management programs, and recommends an appropriate CRM technical environment.

“Best-in-class organizations recognize that CRM and customer-centric initiatives, when not properly implemented, can leave severe and long-lasting scars on their overall business,” said Barton Goldenberg, president, ISM. “Our mission is to help clients capture and sustain lifetime customers through proven, time-tested customer centric business strategies.”

Founded in 1985, ISM has established itself as the premier strategic advisor to organizations planning and implementing CRM and Social CRM initiatives. Companies, non-profits and government agencies receive hands-on guidance from the most experienced CRM and Social CRM team in the world. ISM annually publishes The Guide to Mobile and Social CRM and Top 15 CRM and Real Time CRM software reviews. Barton Goldenberg, founder and president of ISM, is the author of CRM in Real Time (published by Information Today) and CRM Automation (published by Prentice Hall) and is a columnist for a number of publications including CRM Magazine. Our list of clients includes the American Automobile Association (AAA), Amtrak, Johnson Controls, Giorgio Armani, IBM, ExxonMobil, Kraft, Marriott, McGraw Hill, Nike, PepsiCo, Roche, Samsung, Sara Lee, T. Rowe Price, United Way, Xerox, and the US Department of Defense. To learn more, go to or call (301) 656-8448.


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