InCube · Implementation Engineer · 2020–2024
Sales-force automation and route optimization for ~40 distributors
Implemented Sonic, InCube's own sales-force automation platform, and Roadnet route optimization for around 40 distributors, replacing spreadsheets and legacy tools with automated daily operations and optimized routes.
~40
distributors set up across both solutions
- team
- Implementation engineers
- what i owned
- Setup, data mapping and integration for each client, plus my own routing middleware
- timeline
- 2020–2024
- Sonic
- Roadnet
- .NET
- C#
- SQL Server
- T-SQL
- REST APIs
how it fits together
01
Client data
Outlets, products, territories, vehicles
02 · built this
Integration and routing middleware
Mapping, syncs and my Roadnet middleware
03
Roadnet
Route optimization and van loading
04
Sonic
Sales-force automation for reps and drivers
05
BI dashboards
Full visibility for management
Problem
Distributors across Saudi Arabia ran big field operations: sales reps visiting outlets every day and vans delivering orders. Most planned it all in spreadsheets, and some were on other solutions they needed to migrate away from. Routes overlapped, vans drove further than they had to, and management had little visibility into what was happening in the field.
What the solutions do
Sonic, InCube’s own sales-force automation platform: sales, returns and orders, warehouse and vehicle stock, and a driver app for the people in the field.
Roadnet route optimization: route optimization, visit sequencing, territory balancing, van loading, delivery time windows and service times.
What I did
For each client, I took both solutions from setup to go-live:
- Setup and configuration of Sonic and Roadnet around the client’s own operation.
- Data mapping and migration from spreadsheets or the client’s previous solution.
- Integrations between the client’s systems, Sonic and Roadnet.
- Routing middleware: my own layer on top of Roadnet, so other developers could integrate with it easily.
Result
Around 40 distributors moved to automated sales operations and optimized routing. Vans drove far fewer kilometres, territory planning cut down overlapping visits, and management gained full visibility through BI dashboards.
Key decisions
Fix the territories before the routes
Balancing territories first meant reps stopped overlapping on the same outlets, so the optimized routes covered more ground with far less driving.
Make routing easy for everyone else
I built my own middleware on top of Roadnet so other developers could integrate with it easily, instead of every project starting from scratch.
before
- Routes and visits planned in spreadsheets or a patchwork of other tools
- Reps overlapping on the same outlets
- Little visibility into what happened in the field
after
- Sales, returns, orders and stock in one automated platform
- Optimized routes with visit sequencing, time windows and van loading
- Far fewer kilometres and overlapping visits
- Full visibility through BI dashboards
Client names are withheld to respect confidentiality.
Got something that needs to move?
Hiring, collaborating, or just curious, I'd love to hear from you.