Meet Cenversa

Cenversa is an Australian-owned pet care group dedicated to enriching people’s lives by supporting the wellness of animals and pets. Through a group of businesses — including veterinary wholesale distribution, proprietary brands, equipment supply, and 15 veterinary hospitals — Cenversa provides end-to-end support to thousands of veterinarians, pet retail specialists, and animal health professionals nationwide.

Working in harmony with its business partners, Cenversa delivers the products and services that keep animals healthy and local communities strong — while championing a more sustainable, independent pet care industry.

The challenge

With a 15-person sales team and one-to-one frontline support, Cenversa offers a highly personalized experience to veterinary and pet retail partners. But legacy systems and disconnected workflows made it harder to operate efficiently and consistently.

The company’s previous CRM, Salesforce, didn’t align with how Cenversa’s teams worked. It was rigid, difficult to use, and lacked the flexibility to support a territory-based, relationship-driven model. Reps defaulted to spreadsheets, gut feel, and manual workarounds — relying on outdated reports to manage performance and prepare for visits.

"Our old CRM was expensive and underused," says COO James Arnold. "It wasn’t delivering value. The data wasn’t accurate, and it forced our team to work outside the system just to do their jobs."

The solution

Why monday CRM?

With Salesforce falling short, Cenversa sought a CRM that was easy to use, flexible, and aligned with its consultative, territory-based model. What set monday.com apart wasn’t just the technology — it was the shared values and partnership approach.

"From day one, monday.com felt like a team that genuinely cared about our success," says Arnold. "They understood our values, our service model, and our vision for what a modern CRM should do."

The platform’s flexibility let Cenversa build the CRM around how their teams actually work. With customizable account structures, territory-level workflows, and embedded Power BI dashboards, reps gained a single source of truth for customer data and performance — enabling faster access to information and more consistent support in the field.

Driving rollout through enablement and super users

Cenversa introduced monday CRM in phases, empowering local champions like Queensland State Sales Manager Simone Fitzsimon to lead adoption.

Fitzsimon played a key role in training and coaching her team — drawing on decades of experience to help reps build confidence, streamline workflows, and get value from the platform.

“We’ve done the heavy lifting — now it’s about unlocking the full value of monday CRM,” says Fitzsimon. “Our reps know where they’ve been, what’s next, and how they’re tracking — which means more confident visits and stronger conversations.”

The Melbourne team even self-onboarded — a testament to monday.com’s intuitive design. Today, adoption continues to grow across teams and workflows.

Improving service through better visibility

Cenversa has also strengthened collaboration between sales and support. Previously, if a clinic called with a query, customer service had to chase reps for updates. Now, that information lives in monday CRM — visible in real time and attached to each account.

“It’s a small shift with a huge payoff,” says Arnold. “Everyone knows what’s going on — no chasing, no guesswork. It streamlined our service and saved hours of back-and-forth.”

Enabling faster, more strategic decisions

monday CRM has also helped leadership make faster, better-informed decisions. With real-time sales and territory data, managers no longer wait weeks for updates or rely on gut feel.

“Getting answers from the field used to take weeks,” says Arnold. “Now we have the insights in minutes — and that speed lets us make smarter decisions and move the whole business forward.”

With fewer bottlenecks and more transparency, Cenversa has improved cross-functional planning and alignment.

The impact

Cenversa’s transformation has been both operational and cultural.

With monday CRM at the center, the business replaced fragmented systems with a flexible, territory-driven platform. Reps now spend less time chasing data and more time delivering value — saving over 3,500 hours of manual work annually by eliminating repetitive tasks such as data re-entry, manual reporting, internal follow-ups, and unnecessary meetings.

Territory planning is sharper, customer engagement is more consistent, and field visits are better informed. Reps can access pipeline data, track follow-ups, and spot trends — all in one place.

Support staff are more connected too. With full context at their fingertips, they can respond faster and deliver the high-touch service Cenversa is known for.

For leadership, monday CRM enables faster, more confident decisions — replacing manual updates with real-time insights.

Most importantly, adoption has sparked new habits. Teams are working with more structure, consistency, and shared accountability.

“We just weren’t getting value from our old CRM. With monday.com, it's a thousand times better. Our sales teams are more informed, more consistent, and far more connected,” says Arnold.