A 140-year-old specialty chemicals company on Salesforce — but not optimized for how strategic account teams actually sold. Per Westberg and Evariste Bekangba operationalized account planning inside the system of record, first with a 25-member pilot in Europe, then across APAC.
Perstorp was already on Salesforce — but not optimized for how strategic account teams actually sold. Account plans lived in PowerPoint and Excel, scattered across the org. Goals, SWOT, and the Decision-Making Unit for a strategic account couldn't be assessed in one view.
A 25-member pilot operationalized Per Westberg's and Evariste Bekangba's account-planning playbook inside Salesforce — DMU visualization, consolidated plans with goals and SWOT, integrated with the sales training module. The practice expanded from Europe into APAC.
Perstorp is 140 years old. Specialty chemicals — a business where strategic account relationships span decades and touch decision-making units the size of divisions, not buying committees. The team was already on Salesforce. The system held the opportunities and the contacts. It didn't hold the account plans.
Those lived elsewhere — in PowerPoint decks refreshed quarterly, in Excel grids tracking initiatives and owners, in slide updates that didn't sync back to the records that mattered. For a strategic account team working across goals, SWOT, and decision-making units of real complexity, the gap cost focus. You couldn't open one screen and see where a key account actually stood.
The Sales Enablement function wanted something different: a tool sellers would actually use, integrated with training, integrated with Salesforce, strong enough to hold the complexity of Perstorp's accounts without flattening into a set of boxes to check.
ARPEDIO lived inside Salesforce. DMU visualization, consolidated account plans with goals and SWOT, the account-planning motion embedded in the same workspace where the pipeline already lived. The Sales Enablement function extended it further: ARPEDIO became the reference tool for Account and Opportunity planning modules, with bi-weekly support and e-learning content built around it. Cultivator, the training partner, helped translate the methodology into habits.
"ARPEDIO's platform provided a user-friendly interface for visualizing and working with decision-making units within accounts, creating consolidated account plans with goals and SWOT analysis, and streamlining the entire sales process."
The pilot launched with 25 members. Europe first — close to home, close to the Sales Enablement team steering it. Then APAC: the practice that worked in Malmö translated to sellers in a different geography, a different account base, the same need for strategic focus. Multi-continent operation, not a single-region experiment. Adoption across the pilot materially exceeded Perstorp's previous CRM effort — the clearest signal that the platform was landing with the people who actually had to use it.
"As a Sales Enablement function, ARPEDIO has been invaluable in supporting Account and Opportunity planning and in developing training modules. For sales leaders, it's an invaluable tool for conducting efficient Sales Reviews."
"The ability to visualize relationships and create interactive account plans has enhanced both sales strategies and training modules."
The choice for Perstorp wasn't about migrating off Salesforce — they were already on it. It was about whether strategic account teams could work at depth inside the system, or keep the depth in separate files that nobody refreshed on the same cadence. ARPEDIO brought the account plans, the DMU visualization, the strategic goals into the same screen as the opportunity records.
The practice compounded because the work and the system stopped being two different places. That's what let a 25-person pilot become multi-continent operation — not because the methodology scaled on its own, but because the methodology was finally in a system that could.
A recorded 5–7 minute walkthrough of Account Planning & White Space — no form to fill in.