About City Larder
City Larder is a food manufacturing company based in Victoria, Australia, specializing in premium artisanal products like pâtés, terrines, and smallgoods. Selling nationally across Australia and managing a large, diverse customer base—including retailers, grocers, butchers, delicatessens, and bakeries—City Larder needed a smart, flexible system to manage their field sales activities and delivery operations as they prepared for future growth.
Ne zaman Heath Shirtcliffe joined City Larder nine months ago as a sales manager, he brought deep experience in business systems optimization. One of his big jobs was getting the CRM and systems ready to scale—so he started looking for a mapping tool that would play nicely with HubSpot. After digging into the options, Mapsly quickly stood out as the best fit.
Full Customer Visualization at a Glance
From the start, Mapsly became a daily tool for Heath. With such a large, dispersed customer base, visualizing customers and prospects on a live map became critical. Heath and his team use Mapsly to filter customer categories—whether it’s all the bakeries in a region or the wine distributors in a specific area. With just a few clicks, they can see exactly where potential leads and existing customers are clustered, broken down by lifecycle stage, retail group, and food service group.
As City Larder rolls out new products, especially those aimed at niche customer types, the team relies on Mapsly’s visual layers. For example, launching a new sliced meat product aimed at delicatessens meant they could instantly identify every relevant customer within the right area, plan their visits efficiently, and build targeted marketing lists without guesswork.
“When we launched a new product targeting delicatessens, I could identify every customer in that category within 10 minutes—what used to take hours.”
Daily Prospecting Made Easy
One of the most transformative features for City Larder has been Mapsly’s prospecting functionality. If Heath is targeting a wine region, he can simply hover over that area, search for “wineries” or “distilleries,” and export all the relevant results directly into HubSpot—no spreadsheets, no manual data entry. These leads instantly sync with active lists and workflows inside HubSpot, meaning they’re ready for targeted outreach within minutes.
“We can hover over an area, search for wineries, and export leads directly into HubSpot with one click. It’s unbelievably handy.”
This is a far cry from older methods, where gathering new leads for campaigns or new product launches meant long hours of manual list-building and CRM updates. Now, what used to take days happens in minutes.
Optimized Territory Management for Future Growth
Managing territories for the growing field sales team is another area where Mapsly has become indispensable. Victoria has been divided into four major zones, each carefully balanced not just by the number of customers but also by their turnover volume. This ensures that when new reps join, they receive a fair and manageable territory. New customers added via HubSpot forms are automatically routed to the right territory based on location, and workflows built around these territories allow for seamless assignment and follow-up.
“As we add new reps, we can easily assign them fair, optimized territories without manual rework.”
Previously, setting up territories—or even deciding which rep should handle a new customer—would have involved messy spreadsheets, manual calculations, and hours of back-and-forth. Today, it’s a streamlined, live process managed through Mapsly and HubSpot together.
Routing and Delivery Planning on the Horizon
While initially used mainly for prospecting and sales mapping, City Larder is now gearing up to bring delivery routing into Mapsly as well. Until now, they relied on an external, disconnected software system for delivery management—a system that was clunky, lacked HubSpot integration, and created frustration among drivers and admin staff alike.
Mapsly’s routing engine is already being tailored to City Larder’s specific needs. The Mapsly team also helped implement a working hours constraint into the routing engine—ensuring that deliveries are automatically scheduled within each customer’s business hours, avoiding missed deliveries.
This hands-on flexibility, combined with real-time syncing into HubSpot’s activity feed, means that soon drivers will be able to log delivery notes, capture temperatures, box counts, and even customer signatures directly into the CRM during their route.
“We want everything live—no double-handling of information. Mapsly will let our drivers and admin team see the same up-to-date information instantly.”
While Heath admits they are still just scratching the surface of Mapsly’s full potential, the gains so far have been undeniable. Whether it’s saving days of work during new product launches, reducing admin hours through automation, or setting the foundation for a streamlined delivery operation, Mapsly has quickly become an essential part of City Larder’s operations.
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