Ambitious growth targets of a plant engineering group put the sales and marketing concept for its spare parts, wear parts and modernization business to the test. The task was to analyze the marketing and sales processes and introduce optimization measures. The focus of this project was the technically mature CRM system.

Initial situation

• The CRM system was very well developed. Detailed reports from the ERP system were used for sales controlling.
• However, service offers with a low volume were not tracked. The inventory of open and expired offers in this category amounted to several million euros.
• ERP and CRM data was not used for proactive cross-selling or upselling.

Measures / sub-projects

Generate new business from ERP data

• Pattern recognition from historical order data in ERP and installed base data in CRM
• Automatically generate new sales opportunities
  Simple examples: recurring requests for quotations, missing requests or services after a warranty phase
• Identified leads are forwarded to the correct sales employees via marketing automation or processed with automated campaigns.

Automatic offer tracking retrieves lost offers