How Culligan Quench reduced sales cycle time by 40%

One thing to know about workplace water cooler provider Culligan Quench: It moves fast. In just the last five years, the organization has seen more change than most do in a decade—a merger, two rebrands, and a stretch of hypergrowth. Through it all, the support of one high-impact team and the right go-to-market platform ensured Culligan Quench emerged stronger on the other side. Now, its reps successfully sell machines to buyers in every industry and in every corner of North America.

Transforming change into growth

Change is a way of life at Culligan Quench. The organization moves fast, executing high-stakes initiatives successfully and simultaneously. “At Culligan Quench, we like to have lots of key initiatives happening at the exact same time,” joked Megan Backus, director of marcomm and sales enablement at Culligan Quench.

Fresh from a merger, the newly united Culligan Quench brought its teams together under one brand. “We did a rebrand about a year after merging with our oldest competitor,” began Backus. Soon after, the organization entered a period of hypergrowth, and a new initiative came into focus. “We hired 50 reps in a three-month period,” explained Backus. “The biggest challenge we had was onboarding. How quickly could we get them talking about our machines, understanding our sales process, and understanding our customers?”

The breadth of Culligan Quench’s product line and customer base only added to the challenge. “From a new hire perspective, it’s intimidating,” empathized Backus. “We have over 50 products and a very wide customer base. It’s any workplace that needs water—spoiler alert, that’s all of them.”

As Culligan Quench navigated these initiatives, it turned to Highspot. With a unified, AI-powered platform, reps could surface product specifications and industry talk tracks in seconds. New hires answered their questions quickly. Tenured reps stayed sharp, even as their workflows evolved. Through all of this change, the organization had one constant: Highspot.

Empowering new and tenured reps

When implementing Highspot, Culligan Quench aimed to create a source of truth reps actually used. “We’re organized in a way that makes sense from a sales perspective,” shared Backus. “We have machines that feature touchless dispensing. For reps, it makes sense to have a touchless dispensing Spot, not a Spot for each machine.”

As the organization evolved, this foundation served it well: Through the merger, reps were informed and up to date. “Everything looks different,” continued Backus. “We’re talking about ourselves differently. But we had a really quick adoption. A lot of that stems from the fact that Highspot’s not going anywhere.” So much had changed. Culligan Quench’s products—and the platform its reps used to sell them—hadn’t.

When Culligan Quench hit hypergrowth, Highspot was essential. As new hires entered the organization, Nexus, Highspot’s AI and analytics engine, enabled them to ramp independently. “When reps need to answer a question, they go to Highspot,” noted Backus. “One of our favorite features is using the search bar to ask questions, which empowers reps to find answers themselves.”

Instant Answers drove independent knowledge acquisition and contributed to a 30% reduction in ramp time. Soon, the cohort of new hires were driving new impact. “Given how wide of a customer base we have and how many products we sell, it’s impressive that, in six months, new hires are using this next-level tool to sell over 54 machines to every industry,” enthused Backus.

Engaging better and winning faster

Through every evolution, Culligan Quench had a consistent source of truth, and the most engaged reps have proven just how valuable it is. “Our consistent quota beaters are also super users in Highspot,” explained Backus. “When I proposed switching to Highspot, I said it would set us apart from our competitors. This proves it. Reps are using the tool and winning with it.”

Over the years, this partnership has paid dividends. With Digital Rooms, Culligan Quench’s reps stand out from the competition, resulting in a 10% increase in buyer engagement. “We use Digital Rooms with C-level executives at international organizations,” concluded Backus. “They’re saying: ‘This Digital Room is incredible. I’ve never seen something like it.” That ‘wow’ factor is moving meganthe needle: Sales cycle time has reduced by 40%, as these strong, differentiated experiences build confidence and drive decisions.