How a Global Food Manufacturer Boosted B2B Service with Agentforce

How a Global Food Manufacturer Boosted B2B Service with Agentforce

Customer expectations move fast — and this global multinational frozen food company knew its legacy ways of supporting farmers, distributors, and foodservice partners couldn’t keep up. They partnered with A5 to reimagine their Agentforce B2B Service Transformation through a unified, AI-driven Salesforce platform.

A5 implemented Agentforce as the digital front door for B2B Service — offering an always-on channel to access up-to-date product knowledge, log service tickets, and receive instant, context-aware support. Together with Salesforce Data Cloud for unified datasets and Data Libraries for governed knowledge, the company established a scalable, data-driven service framework that transformed transformed B2B service operations for partners and distributors across the globe.

The Challenges

Outdated Processes, Fragmented Data

As operations scaled, service and field teams struggled with inefficiencies that slowed down partner support and eroded trust:

  • Inefficient B2B Service Channels
    Distributor and operator questions piled up in slow email chains or generic inboxes, creating backlogs and inconsistent service — a challenge addressed by the Agentforce B2B Service Transformation platform.

     

  • Limited Self-Service for Farmers and Partners
    Growers needed quick answers about planting schedules, payments, and field data — but manual processes left them waiting. Field reps spent hours preparing instead of focusing on advisory. By enabling AI-powered self-service for B2B customers, the company reduced delays and improved partner satisfaction.

     

  • Fragmented Product Knowledge
    Allergen details, specifications, and technical documents were scattered across repositories. Partners often accessed outdated versions, creating errors and compliance risks. he use of Data Libraries linked to Salesforce Data Cloud ensured all product content was current, consistent, and role-based.

     

  • No Unified Customer View
    Without a single source of truth, service teams lacked visibility into customer history, preferences, and prior interactions — making personalized, proactive support impossible. The Agentforce B2B Service Transformation created a unified customer view that empowered teams to deliver predictive, context-aware support.

The Solution

Agentforce — Smarter AI Platform, Enhanced Efficiency

Agentforce — Smarter AI Platform, Enhanced Efficiency

Working closely with the company, A5 delivered a Salesforce-powered B2B service transformation: 

  • Agentforce as Digital Front Door
    Customers accessed an authenticated self-service portal for B2B service with secure case creation, real-time case tracking, and AI-powered knowledge recommendations. Role-based access ensured distributors, wholesalers, and operators saw tailored content.

     

  • Data Cloud for a Single Source of Truth
    Datasets from the product knowledge database were unified in Salesforce Data Cloud, creating persistent records for customers and products. This powered predictive, context-rich responses supporting AI-driven B2B service operations. 

     

  • Data Libraries for Governed Knowledge
    Product collateral, allergen info, and technical specs were centralized in Salesforce Data Libraries. Assets were metadata-tagged and linked to product records, ensuring only the latest, approved versions were surfaced to customers and service agents.

     

Together, these components established a scalable digital service framework for B2B partners — enabling predictive support, automated product recommendations, and proactive outreach, while reducing overhead and strengthening long-term B2B relationships.

The Results

Faster Answers, Happier Partners

Faster Answers, Happier Partners

The Agentforce B2B Service Transformation delivered immediate and measurable impact:

  • 100% data consistency for product specifications and allergen details, eliminating errors from outdated collateral.
  • Increased self-service adoption, as customers relied on the portal to find answers and submit cases without agent intervention.
  • Time savings for service teams, who gained enriched data from Agentforce interactions, enabling personalized responses and proactive engagement.
  • Field reps saved 15+ hours a month by eliminating manual prep work.
  • Distributors, Wholesalers, Retailers and Food Operators in all regions now receive the same quality of support as large multi-national clients.

“ Agentforce, implemented with A5’s guidance across our Salesforce Clouds, has allowed us to maintain operational excellence while expanding our partner and supplier network — a true mark of enterprise readiness. ”

— Field Manager

Why It Worked

A5 didn’t just deliver a platform — they applied their proven 5A AI Readiness Framework to guide the transformation:

  • Audit: Identify and map key pain points.

     

  • Advise: Prioritize quick wins with AgentIQ built on Agentforce.

     

  • Align: Ensure every enhancement matched business goals.

     

  • Attain: Roll out step-by-step for adoption and scalability.

     

  • Assist: Train teams, refine processes, and optimize continuously.

     

This structured, phased approach ensured adoption, minimized disruption, and delivered fast time-to-value for AI-driven B2B service operations.

What’s Next?

With a solid digital foundation in place, the company is expanding the model to procurement and supply chain teams. The next step? Moving into predictive B2B support and proactive engagement — where AI doesn’t replace people, but empowers them to focus on high-value work.

 Think your B2B service or field operations could use a tune-up? A5’s team can help you find the right starting point — no jargon, just results.

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Satch Patel, Executive Vice President, MD, UK & EMEA

Satch brings 25+yrs of enterprise global solution experience having contributed to the growth of some of the worlds largest marquee software and hardware giants in the industry from Oracle Corporation, Sun Microsystems, Cisco/EMC, to Apttus & Salesforce.
 
Satch has helped many blue chip organisations realise their vision to modernize their systems from the front office to back office revenue operations to meet the demands of today’s radically transforming and digitally-driven business models, having worked with the likes of Linklaters, CliffordChance, Barclays, RELX Group, Microfocus, Novartis, Siemens, PayPal, Vista Equity Group Companies, London Stock Exchange, TPICAP and Princes Trust.
 
With his leadership approach, experience and passion for helping companies drive transformative change, Satch has a deep expertise in many industries, technologies and best practices across the lead to revenue lifecycle and how driving such digital transformation(s) can improve business growth and increase operational efficiencies  as well as preparing businesses for M&A activities.

Brion Schweers, Board Observer

Brion Schweers is a Senior Vice President of Product Management at Salesforce, currently managing the Revenue Cloud Solution Excellence team. During the past 30 years, Brion has assisted enterprises around the world in transforming their business by focusing on their Product-to-Cash processes. Prior to joining Salesforce Brion was VP & GM, CPQ at Apttus, VP, Sales & Success at A5 Consulting, served on the OAUG ConfigSIG Board and spent 15 years at Oracle in various roles related to their CX and CPQ products. Brion is also the executive Sponsor of Vetforce – Carolinas and is actively involved in the Salesforce Military program where he mentors Veterans and their spouses with actionable, personalized career advice.

Joseph Truhe, Board Member

Joseph Truhe has over 20 years of investing experience. Prior to joining Jefferson Capital in 2013 Joseph was a Portfolio Manager with Whitney Bank in New Orleans, Louisiana, where he oversaw the company’s Trust accounts and served as the Energy sector analyst for the Hancock Horizon Funds. Prior to Whitney, Joseph worked as an analyst and member of the investment committee at HFR Asset Management, a multi-billion dollar hedge fund platform in Chicago, Illinois. There, Joseph reviewed and maintained investment discretion over the firm’s Event Driven and Asia-focused hedge fund allocations. He was also responsible for the expansion of the firm’s Asia-focused fund offerings.  Joseph holds a BA in Economics from Yale University.

Steve Swartzman, Board Member

Steve Swartzman is a Principal and co-founder of CPC. Previously, as a co-founder of C3 Capital, he helped originate and manage over 35 investments, including national brands such as American Apparel, Traeger Grills, and Grunt Style. Steve’s chief focus remains consumer brands and e-commerce enablement businesses, and he currently serves on the boards of Grunt Style, Accel Clinical Research, Spoke Custom Products, Warne Scope Mounts, and New World Natural Brands.

Prior to C3, Steve structured and managed subordinated debt investments at KC Venture Group, and he spent 7 years as a Vice President with Citibank in New York, managing client relationships for emerging markets clients and structuring over $1 billion in complex trade financings. He is a past President of the Midwest chapter of the Small Business Investment Alliance, and he serves on the board of the International Center for Music at Park University in Kansas City.

Steve received a MBA from Columbia Business School and an AB in History and Literature from Harvard College.

He resides in Kansas City, where he was raised, with his wife Evelina and two sons, Harrison and Zandy. When he’s not working, his favorite activities are fishing, golfing, and eating.

Charles Scripps, Board Member

Chad has over ten years of experience investing in dynamic, growing businesses in diverse industries and geographies. His private equity experience includes HIG Capital, which has over $12B in capital under management, and AEA Investors, which manages over $3B of invested and committed capital. While at HIG and AEA, Chad led diligence, structuring, and financial analysis of potential and existing investments, and completed transactions in the industrial products and consumer services industries. Chad also has experience investing in the public equity markets, most notably as a Managing Director at Fox Point Capital, a $1B fund seeded by Julian Robertson of Tiger Management. He invested across a number of industries, including industrials, financials, technology, and consumer products, and led Fox Point’s international research. Prior to focusing his career on investing, Chad was a management consultant at McKinsey and Company, solving strategic problems for the world’s leading companies. Chad earned an MBA with Honors in Finance from the Wharton School at the University of Pennsylvania and a BS with Distinction in Chemical Engineering from the University of Wisconsin-Madison.

Lester F. Alexander II, Board Member

Les Alexander is a partner with Jefferson Capital Partners where he provides mezzanine and equity capital for growth and buyout transactions. Mr. Alexander is a member of the firm’s investment committee and serves on the board of directors of several portfolio companies where he is actively involved in strategic planning and corporate governance. Prior to joining Jefferson Capital, he worked at Advantage Capital Partners where he completed several portfolio company investments and served on the investment committee. Before becoming a private equity investor, Mr. Alexander served as president of Ferrara Fire Apparatus, Inc., a leading fire truck and emergency vehicle manufacturer. At Ferrara, he was responsible for managing a workforce of 450 employees producing over 300 vehicles annually for its domestic and international customers. As an investment banker for 15 years with such firms as Howard Weil, Southcoast Capital, and J.C. Bradford & Co., Mr. Alexander completed over 50 public offerings of debt and equity securities, private placements, and merger and acquisition transactions totaling more than $7 billion for public and private companies in a variety of industries. Mr. Alexander is an adjunct professor at Tulane University and Loyola University where he teaches graduate and undergraduate classes in investment banking, private equity & venture capital, advanced financial management, investments, and entrepreneurship. He is also the board president for Benjamin Franklin High School, a public charter school in New Orleans. Mr. Alexander is the former Chairman Finance of the Association for Corporate Growth (ACG) and served on the global Board of Directors. He is a founder of the Louisiana chapter of ACG and was a recipient of the ACG global Meritorious Service Award and the Louisiana chapter’s Outstanding Service Award. Mr. Alexander received his bachelor of science in Commerce from the University of Virginia in 1989 and his MBA from the University of North Carolina in 1993.

Patrick F. Healy, Board Member

Based in Kansas City, Mr. Healy is a co-founder of C3 Capital. He has been an active private equity investor since 1985 and was a co-founder of C3 Holdings in 1994. Prior to this time, he sponsored and structured equity investments in real estate. He gained extensive workout and restructuring experience as chair of the creditor’s committee of a $1 billion bankruptcy and from being called upon to rescue a publicly-traded company from a major fraud. Mr. Healy was a senior tax partner at Mayer Hoffman McCann, a regional CPA firm, for eleven years. He received a Bachelor of Science in Accounting from the University of Kansas.

Chris Waters, VP of Strategic Sales

As Vice President of Strategic Sales, Chris guides and influences all strategic sales activities at A5 , starting in presales activities, successful sales methodology, sales process, and continued revenue generation and expansion opportunities. Furthermore, he will provide oversight in strategic sales function for the company and develop strategic sales plans that will promote growth in sales and customer satisfaction. Chris has proven his commitment to sales leadership and organizational success through field leadership as National Sales Manager at Deluxe Corporation, Field Sales Manager within the Social / Analytics Cloud at Oracle, US Regional Manager for CPQ Major Accounts at Oracle and now as Vice President on Sr. Leadership Team at A5.

Keith Fox, GM Salesforce Canada

Keith Fox is a software and consulting veteran for the past 34 years. Keith started his career at EDS which was followed by 4-year stint offshore in Bermuda. Keith then returned to Canada where he held a number of progressive sales and technical positions with software companies such as Sybase, BEA, and Oracle. After his stint with Oracle, Keith founded Cloudware Connections, a premier Salesforce consulting partner. 11 years down the line, Cloudware was acquired by A5, and Keith joined as GM for Canada.

Tarun Sharma, Vice President Delivery

Tarun Sharma is Vice President Delivery at A5 and is responsible for customer success, project operations, recruitment, resource utilization, and sales operations functions for Oracle practice. As a business and technology leader Tarun helps businesses develop solution strategies to streamline the sales process and improve customer relations to drive revenues, profits, and build brand loyalty. Tarun has led customers through digital transformation journeys. He has commanded strategic and tactical initiatives to shorten sales cycles, increase deal values and productivity, improve brand awareness and help organizations become easier to do business with. He has helped customers modernize their sales enablement tools and present a single source of information to support an omni-channel sales approach. This includes global roll-out for multiple business units included multi-currency and multi-language. Tarun graduated from Texas A&M University with a Master’s degree in Industrial Engineering.

Adam Rosenfield, VP of Salesforce Practice

As Vice President of A5’s consulting practice – Adam is responsible for both strategic alliances with partners and expanded sales growth through the entire portfolio of A5 services. With over 20 years of Sr. level management consulting expertise – Adam has worn multiple hats in his career including practice development, sales, and client advisory. He has sold & delivered countless enterprise transformational initiatives creating a measurable competitive advantage for his customers. In addition to various technical software certifications, Adam holds an undergraduate and master’s degree in Accounting & Information Technology from the University of Texas at Austin and resides in El Paso Texas with his wife and 3 children.

PJ Alfrejd, CFO

As the CFO, PJ is responsible for all things financial at A5. With over 20 years of experience in financial leadership positions, PJ has worn all the hats required of a growing tech business. His extensive knowledge of the consulting industry, experience with M&A, and strength in operational finance is another catalyst to take A5 to the next level in its growth trajectory. PJ is a CPA with a BS in Accounting from the University of Illinois, Urbana-Champaign, and has held various finance leadership positions at Exodus/Savvis (acquired by Centurylink), Neohapsis (acquired by Cisco), and mFoundry (acquired by FIS).

Vinay Kruttiventi, President & CEO / Chairman of the Board

As the CEO of A5, Vinay plays an active role in all aspects of day-to-day business operations. He is also actively involved in establishing a strategy and vision for the company. As a true customer advocate with Salesforce and Oracle product development, Vinay is actively engaged in various industry user/special interest groups. Since founding the company in 2004, Vinay has grown the business into a leading Salesforce, and Oracle partner focused on multi-cloud transformations.

Vinay has successfully implemented and architected CPQ solutions and multi-cloud complex transformation projects for various Fortune 500 companies since 1996. He has a strong authority over industry, process, and technology in Configure-Price-Quote and ERP applications. Vinay graduated from Osmania University with a Bachelor of Engineering degree and JNTU (Jawaharlal Nehru Technical University) with a Master in Technology degree.