Bespoke Collection endeavors to deliver highly personalized customer experiences through a curated selection of premium wine, membership, and art offerings that make the most of their three unique brands: Blackbird Vineyards, Ma(i)sonry Napa Valley, and Recuerdo Wines. “Bespoke, in essence, is about tailored scenarios,” says Paul Leary, President and Partner.

Just as creating the right blend of wines can be rewarding, so is creating the right experiences for clients, which requires the right connections between customers, vendors, and employees. That’s why Bespoke and Salesforce are a perfect pairing. 

"With Data.com and Salesforce working together, we can quickly understand who our leads are and how we can interact with them." Bespoke has been able to isolate groups of decision makers within various Bay Area companies — in order to drive traffic to Ma(i)sonry Napa Valley (Bespoke's retail business), and to encourage corporate gifting. 

“Sales Cloud helps us know exactly who’s joining us at Ma(i)sonry Napa Valley each day, and whether to say ‘welcome’ or ‘welcome back.’ And if they’ve bought from us previously, we can see if it was online or in one of our retail stores," adds Leary. 

In a B2B scenario, Bespoke wants to augment how wine is distributed to retail businesses. "Data.com allows us to reach out to different businesses and understand how they might have an interest in our product," Leary says. Because all of the information is within the system, Bespoke can efficiently scout potential clients and add them as leads, without spending on advertising or brokered lists. "That's priceless."

By investing in social technology, Bespoke has added more one-to-one, interest-driven content to their local clients and prospects for more predictive and tailored experiences. In doing so, their business has been able to increase customer retention and satisfaction, referrals, and order value. 

1. What made you decide to start/make the jump to your company today?

A desire and an opportunity to establish a new type of premium goods and services company that does not just focus on wine, but rather a broad selection of products and services that cross industries.

2. How do you balance the multiple hats that you are required to wear?

Always focus on your customers and your employees/team. What are their needs and desires and what will inspire them to want to be connected to the brand(s)? They are the simple keys to your success. Everything else is just white noise.

3. What are the top three company priorities that you focus on?

A clear company culture that defines our values; how to create and retain client and sales partner loyalty; building brands that are inspiring to all involved.

4. How do you prioritize initiatives? Walk us through how you determine where you invest time, people, and dollars.

Clear ROI metrics. If we cannot measure its potential for success, we cannot do it. Additionally, what initiatives can we do by brand and channel that our competition is currently not spending time on? Go into the blue oceans…

5. Walk us through the characteristics that you look for when hiring top talent.

Strong judgment, empathetic listener, innovative mindset, personifier of brand culture.

6. What are the keys to your company’s successful growth?

"Thanking" our clients and trade partners, in a Bespoke way, for their loyalty consistently—if we do not, someone else will. A dedicated team that lives by our brand values creed. Being easy to work with—make our relationships simple.

7. What is the one piece of advice that you want to share with executives of other small businesses?

As we all know, there is no silver bullet for business success. It's a combination of laser-like focus on revenue growth and reducing the all-important OpEx as a percentage of revenue metric. That is my favorite metric as it defines efficiency. Also, make sure everyone knows their exact contribution to the P&L down to the line item level. Micromanagement of KPI’s is critical.