How Kravet Turned a Week of Analysis Into an Hour
Kravet, a to-the-trade design house with close to 40 showrooms across the US and Canada, has used Maptive for nearly a decade to support its showroom and sales-territory planning.
For any sales manager that has a geographically based sales structure, the tool is a no-brainer.
Chris Guercio · Manager of Business Analysis and Operations, KravetWork that once took a sales executive about a week now comes back in roughly an hour, and leadership weighs the results alongside its own research before making a call. Chris Guercio, Kravet’s operations manager, who runs the analysis in Maptive, points to the executive time it saves and a decade of decisions that have held.
Key outcomes
- Analyses that used to take about a week of a sales executive’s time now come back in roughly an hour.
- Sales leadership treats Maptive’s output as one input into decisions it researches and makes on its own judgment.
- Maptive holds Kravet’s entire customer base, well into five figures, in one place rather than a sample.
- Kravet has relied on Maptive for close to a decade, after choosing it during a free trial.
- In that time, leadership has not had to reverse a decision the maps helped inform.
Tools Behind the Results
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Kravet’s Sales and Showroom Footprint
Kravet sells high-end fabric, furniture, carpet, wallpaper, and drapery to licensed interior designers, a trade-only model the company has operated for more than 100 years. The showroom network spans the US and Canada alongside a traveling road sales force that covers assigned territories. Those designers buy on behalf of their own clients, so showroom convenience figures directly in where they place orders.
In a business built this way, showroom placement and territory planning are recurring revenue questions, and the people who answer them are sales leaders who know their markets. Maptive supports the analysis behind those calls.
Showroom placement and territory boundaries are revenue decisions the Kravet sales organization revisits throughout the year.
The Cost of Analyzing Markets by Hand
Before Maptive, preparing one of these decisions meant days of manual work, a cycle Guercio puts at about a week of a sales executive’s time. The slowness was costly because the underlying calls are consequential. A showroom lease commits the company for years once signed, and a territory change affects which accounts a rep covers the day it takes effect.
Leadership already does substantial research before any of this reaches Guercio, so the analysis comes at the end of a longer process, and a week of turnaround slowed a decision that was otherwise ready to move. The requests also cluster. Guercio can go three months without one, then field five in a month as year-end sales reviews approach and managers prepare for the year ahead, so each one has to come back fast enough to inform the review that asked for it.
Sales executives tell Guercio that the finished analysis saved them “a week’s worth of diving into the weeds.”
Maptive’s Role in Kravet’s Decisions
Kravet runs Maptive through a single operations owner. Guercio prepares the analysis, and sales leadership reviews the results and applies its own market knowledge before deciding. The reps stay focused on selling, and the data stays with the person who knows it best.
The details of that analysis stay in-house. What can be shared is the result, and that result comes from a combination of the tools Kravet uses within Maptive. Guercio shares finished output with leadership through controlled access, so the people making the decision can review what they need without working in Maptive themselves.
The value is in speed and confidence rather than in any one feature. Leadership gets a fast, quantified read to set against its own research, and it gets that read in time to act on it.
“It’s a very intuitive tool, all of the functions within it are very clearly depicted.”
Account Scale and a Decade of Use
A combination of Maptive’s tools handles Kravet’s full account base on a single web-based map, a volume well into five figures, and returns the analysis quickly enough to keep pace with leadership’s questions. That scale lets Guercio answer at the level the sales organization needs rather than working from a sample.
Kravet originally chose Maptive during a free trial, and Maptive has covered every request the sales team has made since. The output feeds leadership’s year-end territory reviews, and those reviews have supported onboarding new sellers in markets the data showed growing, decisions leadership reached with Maptive as one input among several.
The clearest long-run evidence is the absence of complaints. When a Maptive-informed decision works out, nobody returns to question it, and Guercio refreshes the analysis against current sales data whenever leadership wants an updated view, so the calls stay checkable long after they are made. Against the executive time it saves, the licensing cost is the only line item, and Guercio calls it fair.
In close to a decade of Maptive-informed decisions, Guercio cannot point to one leadership later had to reverse.
Kravet’s decade with Maptive shows a repeatable pattern for any company whose revenue is organized by geography. One operations owner turns sales leadership’s questions into fast, quantified answers, leadership weighs those answers against its own research, and work that once took a week is ready in about an hour. Maptive informs the decision without replacing the judgment behind it.
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