Sales Crew
Sales Crew is a Vienna-based Austrian sales promotion agency founded in 1996 that deploys nationwide promoter teams and field staff for PoS sales promotion, below-the-line marketing, guerrilla campaigns, and merchandising on behalf of enterprise consumer-brand clients such as Nespresso, L'Oréal, and Samsung.
- Company typePrivate
- Founded1996
- HeadquartersVienna, Austria
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Sales Crew does
Sales Crew Verkaufsförderung GmbH is a Vienna-based, privately held Austrian sales promotion agency founded in 1996 that delivers below-the-line marketing, PoS sales promotion, merchandising, and guerrilla marketing services to consumer-brand clients across Austria. The agency operates a nationwide network of contracted promoters and field staff, supported by an in-house fleet of 70 branded vehicles, in-house logistics (warehousing, cooling), and integrated mystery-shopping QA through sister company Inkognito. Its core service portfolio comprises four pillars — Sales Promotion (direct selling/consulting at PoS and hotspots), Below-the-Line promotion (samplings, tastings, prize promotions, events, roadshows), Guerilla Marketing (unconventional street-level activations), and PoS-Service (decoration tours, merchandising, store checks, rollouts) — delivered to enterprise clients including Nespresso, L'Oréal, Samsung, JTI, Media Markt, KitchenAid, REWE/JÖ Bonus Club, and Admiral.
The technology layer consists of three proprietary reporting platforms — SAM (universal project reporting), SARA (PoS activity reporting with before/after comparisons and trend analysis), and SPOT (mystery shopping and customer-satisfaction dashboards) — plus a mobile app used by promoters and field staff to log checklists, photos, and qualitative contact data from each deployment. These tools feed client-facing dashboards for real-time campaign visibility. The agency's competitive advantage rests on vertical integration of staffing, logistics, and proprietary reporting combined with multi-decade category-specific promoter training (e.g., Nespresso Coffee Advisors, L'Oréal Beauty Coaches).
Commercially, Sales Crew generates revenue primarily through professional-services fees for promoter deployments (per deployment day or per activity) and project-based campaign fees for below-the-line and guerrilla activations. Long-tenure enterprise contracts (Nespresso 12+ years, L'Oréal 10+ years) provide recurring anchor revenue, while project-based engagements with brands in tobacco, beverages, food, DIY, and gaming supplement with campaign-level billings. The company is privately held with no disclosed funding rounds, is part of the M-Group holding structure, and operates from a registered office in Brunn am Gebirge with its operating site in Vienna's 12th district.
Sales Crew firmographics
Firmographics- Name
- Sales Crew
- Legal name
- Sales Crew Verkaufsförderung GmbH
- Website
- https://salescrew.at
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sales Crew is a Vienna-based Austrian sales promotion agency founded in 1996 that deploys nationwide promoter teams and field staff for PoS sales promotion, below-the-line marketing, guerrilla campaigns, and merchandising on behalf of enterprise consumer-brand clients such as Nespresso, L'Oréal, and Samsung.
- Ownership category
- akta.pro rank
Sales Crew industry classification
Industry- NAICS
- Convention and Trade Show Organizers (561920)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Event Staffing & Brand Ambassadors (BPAFAGAC)
- akta.pro secondary industries
- Brand Ambassadors & Promotional Event Staff (HSACAEAE), Product Demonstrators & Sampling Staff (HSACAEAG), Street Team & Flyer Distribution Staff (HSACAEAF)
Keywords
Where Sales Crew is headquartered
LocationHeadquarters
- HQ city
- Vienna
- HQ country
- Austria
- HQ region
- Europe
Offices2 records
Markets served
Sales Crew business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Sales Promotion Services: Sales Crew provides sales promotion personnel (promoters, brand ambassadors, product consultants) deployed at point-of-sale locations. Revenue is generated through service fees for deploying trained promoters who engage customers, conduct product demonstrations, and drive sales at retail locations. Fees are typically structured per deployment day or per activity, with performance-based bonuses.
- Reporting & Analytics Services: Sales Crew provides specialized online reporting tools (SAM, SARA, SPOT) for tracking and analyzing promotional activities, POS performance, and mystery shopping results. Clients receive dashboards with real-time updates on deployment progress, sales figures, and qualitative contact metrics.
- Below the Line & Guerilla Marketing: Below-the-line services including sampling, flyer distribution, street promotion, event promotion, roadshows, and guerrilla marketing campaigns. Revenue is project-based, typically scoped per campaign or activation, including concept development, personnel deployment, logistics, and reporting.
- PoS Services & Field Sales: Point-of-sale services including merchandising, decoration tours, display setup, shelf restocking, store checks, placement optimization, and product introductions. Revenue is generated through field service deployment fees, often structured per store visit or per activity completed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Nespresso Coffee Advisor (Salzburg) - approximate hourly rate |
| Other | Monthly | Nespresso Coffee Advisor (Upper Austria) - approximate hourly rate |
| Other | Pay-as-you-go | Mystery Shopper (Inkognito) - per test payment |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Sales Crew product offering
Product offeringCore offering
Sales Crew is a full-service sales promotion agency that deploys trained promoters, brand ambassadors, and field service staff at retail point-of-sale locations across Austria to drive product sales, conduct sampling and demonstrations, perform merchandising and decoration tours, and execute below-the-line and guerrilla marketing campaigns for enterprise brand clients. Services are bundled with concept development, staffing, logistics, an in-house fleet of 70 branded vehicles, and real-time reporting through three proprietary tools (SAM, SARA, SPOT). Quality assurance is integrated via sister company Inkognito Mystery Shopping.
Product overview
Sales Crew is a Full-Service Sales Promotion agency offering four core service areas: Sales Promotion (direct product sales and consulting at PoS), Below the Line Promotion (samplings, events, roadshows), Guerilla Marketing (unconventional awareness campaigns), and PoS-Service (merchandising, decoration tours, store optimization). The portfolio is supported by three proprietary reporting tools: SAM for universal project reporting, SARA for specialized PoS activity analysis, and SPOT for mystery shopping and customer feedback surveys. Mystery Shopping is delivered through the sister company Inkognito.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Up to 1,500 stores visited and optimized in 10 days by 30 POS professionals
- +4 more outcomes
Companies that use Sales Crew
Customer profileNamed customers20 records
Ideal customer profiles1 record
Sales Crew technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sales Crew partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- M-Group (M-Group.at)coreSales Crew Verkaufsförderung GmbH operates as part of the M-Group alongside sister companies Merchandizing and Inkognito Mystery Shopping. The M-Group logo appears on the Sales Crew website alongside its own logo, indicating a shared corporate identity and potentially coordinated service offerings across the group.
- Inkognito Mystery ShoppingcoreInkognito is Sales Crew's sister company and Austria's leading mystery shopping provider. Sales Crew uses Inkognito for internal quality assurance — mystery shopping conducted by Inkognito tests Sales Crew's own promoters. Inkognito also recruits mystery shoppers who are directed to apply through Sales Crew's website. Additionally, Inkognito recruits mystery shoppers for Sales Crew's own mystery shopping operations.
- MerchandizingcoreSister company within M-Group, operating alongside Sales Crew and Inkognito Mystery Shopping. Referenced as part of the M-Group logo and corporate identity.
- MerchandizeminorProduction partner for advertising materials, POS displays, and promotional items. Merchandize provides quick and reliable production of marketing materials for Sales Crew's promotional campaigns, enabling an 'all-in-one' package offering to clients.
- Rita bringt'sminorFresh organic food delivery service by bicycle, listed as a partner on Sales Crew's team page. Likely provides employee benefits (catering).
Scale indicators7 records
Recent moves1 record
Expansion highlights5 records
Sales Crew competitors and assessment
Company assessmentDirect peers
- Marcapo: German retail and field marketing agency providing POS, sales promotion and below-the-line services for brand owners across DACH — directly comparable services, target customers and delivery model to Sales Crew.
- BrandLoyalty: Dutch-headquartered loyalty and promotional campaign agency with strong FMCG and retail presence across Europe — operates comparable below-the-line, sampling and brand activation campaigns for blue-chip consumer brands.
- Field Force (CTR Group): Germany-based sales promotion and field-marketing agency executing nationwide promoter deployments, mystery shopping and POS services — overlapping services and target buyers with Sales Crew.
- Gekart AG: German field marketing and POS service provider (part of WPP) running nationwide promoter, merchandising and sales-promotion deployments for FMCG and electronics clients — comparable scale, model and customer profile to Sales Crew.
Broad incumbents
- Serviceplan Group: Europe's largest independent agency group, headquartered in Munich, offering brand communication, retail and shopper marketing — overlaps with Sales Crew on retail activation work for DACH-based brands.
- Publicis Groupe: Global advertising and marketing services holding whose agencies (e.g., Publicis Commerce, Leo Burnett) deliver field marketing, POS activation and brand experience work — competes with Sales Crew at the top end of multinational briefs.
- Interpublic Group (IPG): Global advertising holding with shopper marketing and experiential units (e.g., Mosaic, Momentum) that deliver large-scale retail activation and brand ambassador programs — comparable buyer base to Sales Crew's enterprise clients.
- WPP: Global marketing services group whose agencies (including Gekart and VMLY&R) operate large-scale field marketing, retail activation and shopper marketing practices in DACH — competes with Sales Crew on enterprise POS and below-the-line briefs.
- Ströer (Ströer Sales & Services): German listed media and out-of-home group with a sales-promotion and field-marketing services arm that deploys large-scale promoter teams for retail and FMCG clients — comparable national-scale field operations to Sales Crew.
Emerging players
- Plan.Net (Serviceplan) / Promotional Partners DACH: Smaller DACH-focused digital-and-field marketing specialists offering integrated campaign execution (concept, staffing, reporting) for mid-sized brand owners — partial overlap with Sales Crew on below-the-line and event-driven GTM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Sales Crew social profiles
Digital presenceSales Crew financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sales Crew leadership team
Management profileNumber of profiles
Profiles15 records
Sales Crew funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sales Crew M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sales Crew
What does Sales Crew do?
Sales Crew is a full-service sales promotion agency that deploys trained promoters, brand ambassadors, and field service staff at retail point-of-sale locations across Austria to drive product sales, conduct sampling and demonstrations, perform merchandising and decoration tours, and execute below-the-line and guerrilla marketing campaigns for enterprise brand clients. Services are bundled with concept development, staffing, logistics, an in-house fleet of 70 branded vehicles, and real-time reporting through three proprietary tools (SAM, SARA, SPOT). Quality assurance is integrated via sister company Inkognito Mystery Shopping.
Is Sales Crew a public or private company?
Sales Crew is a private company. It is currently operating.
When was Sales Crew founded?
Sales Crew was founded in 1996. It employs 11 to 50 people.
Where is Sales Crew based?
Sales Crew is headquartered in Vienna, Austria, in the Europe region.
How does Sales Crew make money?
Four revenue lines are on record. Sales Promotion Services are the primary driver. The others are reporting & Analytics Services, below the Line & Guerilla Marketing and poS Services & Field Sales.
Who are Sales Crew's main competitors?
Direct peers on record are Marcapo, BrandLoyalty, Field Force (CTR Group) and Gekart AG. Broad incumbents are Serviceplan Group, Publicis Groupe, Interpublic Group (IPG), WPP and Ströer (Ströer Sales & Services). Plan.Net (Serviceplan) / Promotional Partners DACH is listed as an emerging player.
Does Sales Crew have an API?
No public API is recorded for Sales Crew.
What industry is Sales Crew in?
Its primary akta.pro industry code is BPAFAGAC, Event Staffing & Brand Ambassadors, with a secondary code of HSACAEAE, Brand Ambassadors & Promotional Event Staff. Its NAICS code is 561920 and its SIC code is 7311.