Momar, Inc.
momar.comMomar arms a direct sales force with a route-level ordering app
A mobile-first sales platform across nine product divisions — SDS lookup, customer history, and one-tap reorder for the rep on the road.
Vision
Equip a senior, dispersed, direct sales force with the one tool they need on the road — and remove every reason for them to ever fight with software again.
Impact
A mobile-first ordering and customer-history platform spanning nine product divisions, lifting orders per rep 28% and halving the time it takes a new rep to reach quota.
Key services
- Custom Software
- Experience Strategy & Design
- Cloud & Platform Engineering
- Data & AI
Customer results
- +28%
- Orders per rep
- 50%
- Faster ramp to quota
- 9
- Product divisions on one app
The challenge
The whole company depends on what happens in the cab of a truck
Momar's business model is straightforward and unforgiving. Senior sales representatives drive routes across the United States — and, increasingly, internationally — calling on industrial accounts. Each rep is responsible for the relationship, the diagnosis, the recommendation, and the order. Most of them have been doing it for years. They know their customers, they know the products, and they know exactly how much friction they will tolerate from internal tooling. Approximately none.
Until recently, the tooling reflected that. A patchwork of catalogs, paper SDS sheets, voicemail orders, and an internal portal that mostly worked when reps were home but rarely on the road. The problem wasn't that reps couldn't do their jobs — they could, and they did. The problem was that everything that could have been automatic was happening manually, and every minute spent re-keying an order was a minute not spent with a customer.
Our approach
Design for the road, not the desk
Most field-sales tooling fails in the same way: it's designed by people who sit at desks, for people who don't. We started by spending two weeks on the road with reps — six markets, six profiles, ranging from a 30-year veteran with a long-tenured account list to a six-month new hire still memorizing his catalog. The list of what mattered turned out to be short and emphatic: faster to open, faster to find the customer's last order, faster to scan an SDS, faster to file the order before the next stop. Nothing exotic. Just less friction at every step.
The internal alignment that came out of that discovery was as important as the product decisions. The platform had a single product owner with route experience, a single design lead, and a strict rule that no feature would ship that hadn't been used by a real rep on a real call.
“It's the first piece of internal software I've ever opened twice in the same day on purpose.”
What we built
The route in one app
We shipped the platform in three phases, each addressing a moment in the rep's day: before the visit, during the visit, and after the visit.
Before the visit
When a rep opens the app at the start of the day, they see a planned route, the day's accounts in order, and a per-account briefing built from the customer's recent order history, open service tickets, and any flagged compliance or safety notes. The route can be reordered with a drag; new prospects can be slotted in. The app caches everything for offline use because a meaningful share of accounts are in places without coverage.
During the visit
Inside the customer's facility, the rep can pull up the account's last twelve months of orders, scan any product label to access its current SDS, and walk through a guided recommendation flow for cross-sells across Momar's nine divisions. The order itself can be placed in under 30 seconds for a routine reorder, with the rep approving any deviation from the standing schedule. Custom blends and quoted items get routed to the appropriate division behind the scenes; the rep never has to remember which one.
After the visit
The follow-up is the part most sales tools forget. The app captures the rep's notes in voice or text, sets the next callback automatically based on the account's pattern, and routes any service issues to the right operations team without the rep playing email tag. Compliance — including SDS distribution to the customer's safety officer — happens as a side effect of the visit, not as a Sunday-night chore.
Customer impact
Quieter routes, bigger books
Twelve months in, orders per rep are up 28%. New reps are reaching quota in half the time — a function of the in-app account briefing, which gives a new rep something approaching institutional memory on day one. Service issues that used to bounce between sales and ops are closed inside a week 78% of the time. And the catalog-wide cross-sell rate across divisions, which had stalled for years, started moving the moment the recommendation flow gave reps a reason to ask.
Most importantly, the reps' own NPS for internal tooling — historically a difficult conversation — moved into territory the company hadn't seen in years.
What’s next
What's next
With the rep-facing platform in place, the next phase brings the same approach to customer-side decision-makers: a self-service portal for routine reorders, a maintenance-scheduling layer that integrates with customer ERPs, and a predictive layer that surfaces accounts at risk before the rep notices. Every addition keeps the route at the center of the design.