With its selection made, a Sage Accpac solution implemented by Aaromba Technologies, the winery had it up and running in 20 days.

Parker said the off-the-shelf software opened instantaneous communication between sales, marketing and executives while minimizing hardcopy reports.

"We wanted an off-the-shelf CRM solution that needed minimal customization and would allow immediate communication from the management and marketing team direct to the sales staff," he said.

Sirromet supplied sales staff with tablet PCs which, together with the CRM application provides faster online ordering via distributors' portals, synchronization between departments and allows a key performance indicator to be created for individual sales representatives.

Gary Anderson, Sirromet marketing manager, said the system delivers daily marketing intelligence. "We will also use it to schedule marketing events such as wine tastings, scrutinizing campaigns for effectiveness and even in automating our tasting reports - something the marketing department simply could not do previously," he said.