When Ideal Warehouse Innovations Inc. set out to triple their growth, they knew it would take more than incremental change; it would require a complete transformation of how their team sold, operated, and thought about success.
Together with PRIMA Ressource, Objective Management Group (OMG), and Membrain, the company rebuilt its sales organization on a foundation of data, purpose, and accountability.
Founded in the early 1980s, Ideal Warehouse Innovations began as a manufacturer of loading dock bumpers. Over the decades, the company evolved into a leader in workplace safety, offering innovative solutions that protect people and assets in some of North America’s busiest material handling environments.
From air quality control solutions to intelligent loading dock safety technologies, Ideal Warehouse’s customer base now spans end users, OEM manufacturers, distributors, and partners. With offices in Texas, Ohio, and California in the United States and Ontario, Canada, Ideal Warehouse provides strategic prevention solutions across North America and around the world.
Ideal Warehouse Innovation’s transformation journey began in the partnership of PRIMA Ressource, Objective Management Group (OMG), and Membrain – three organizations working together to align people, process, and technology for sustainable sales performance.
PRIMA Chief Executive Officer Frédéric Lucas started working with Ideal Warehouse in the winter of 2023 to initiate the kind of solutions PRIMA has brought to businesses across a variety of industries.
Using OMG assessments and Membrain’s Elevate coaching platform, PRIMA began analyzing Ideal Warehouse’s sales organization to uncover the root causes of performance challenges.
“We help them understand the full picture of the issues that are going on with their sales team,” OMG CEO Benjamin Tagoe explained.
Through a variety of sales-specific assessments, OMG data not only confirmed the problems Sandro was suspecting but also pointed to why these problems were occurring. This analysis revealed not only individual skill gaps but also operational factors that affected how well the team could sell.
“Selling is very much a team sport,” Sandro said.
Being able to address opportunities for growth and better support the current sales team with the data from OMG, Ideal Warehouse began turning toward possibilities to strategically fill gaps with new hires.
With insight from OMG’s candidate assessments, Ideal Warehouse refined its hiring strategy.
“Hiring salespeople is difficult,” Benjamin said. “They’re fantastic at selling themselves into a job. But with data, you shift from interviews based on vibes to interviews based on competencies.”
Sandro wasn’t a believer in the data until he learned the hard way, likening it to ignoring a navigation app while driving to try for a shortcut but getting stuck in traffic instead.
“I made the mistake of trying to outsmart the system, and it was a painfully expensive lesson,” he said.
Those lessons led to stronger hires and a more data-driven approach to building the team. Sandro cited this achievement as one of the company’s biggest wins over the past two years.
The insights gained from working with PRIMA and OMG heightened the quality of people joining the organization and warranted a method for continuing Ideal Warehouse’s growth.
Once the right people were in place, the next step was to strengthen process and accountability. That’s where Membrain came in.
“Membrain is a growth platform that allows you to build sales processes and methodologies directly into the CRM,” Membrain Chief Revenue Officer Paul Fuller explained. “You can reinforce best practices right where people work.”
For Ideal Warehouse, a platform that incorporated the data from OMG assessments and PRIMA’s PURPOSE sales methodology was transformative.
“Confidence,” Sandro said about the impact on his sales team’s work. “They have direct line of sight to the activities and the feedback mechanisms that indicate they’re moving in the right direction. … I think bottom line, if I had to choose one word, it’d be confidence.”
Membrain also made forecasting and pipeline visibility dramatically easier. A sales rep following the sales process that PRIMA has outlined for Ideal Warehouse in Membrain correlates to their likelihood to succeed.
And perhaps most importantly, it helped embed accountability.
“Accountability isn’t just a buzzword; it’s the fuel that’s driving us forward,” Sandro said. “The most powerful question we ask here at Ideal is, ‘Where are you stuck?’”
The answer to this question is always visible in Membrain, so the team can focus on becoming unstuck and moving forward.
A leading sales transformation consultancy, PRIMA Ressource helps organizations achieve lasting change by combining insight, coaching, and process design.
The industry standard for sales assessments, OMG provides data to help organizations hire, develop, and manage high-performing sales teams with confidence.
Two years into the transformation, Ideal Warehouse Innovations saw profound cultural and operational change.
“The biggest impact … has been cultural,” Sandro said. “Everybody knows precisely their number. They know exactly how they create value for the organization and for their customers and how they provide for themselves in the most optimal ways.”
That culture of accountability didn’t just transform internal performance; it reshaped customer relationships.
With the global economy and tariffs shaking up the industry, Ideal Warehouse is continuing to find ways to “create value, differentiate,” and Sandro said his customers are taking notice of this raised bar.
Frédéric summed up the transformation:
“We don’t do training for the sake of training. We do training to transform. What that means is when we do training, we’re looking for people to do things differently, to put forward the behaviors that are going to bring results.”
We insist on purpose as the foundation for anything that requires the allocation of human energy.
