B. Ketterer Söhne GmbH & Co. KG


Since 2016, SMARTCRM supports the sales back office and field staff of the B. Ketterer Söhne GmbH & Co. KG. The employees working at the headquarters in Furtwangen, Germany, use the CRM solution in German, their colleagues in the USA and Canada in English.

Till the CRM implementation, all employees used to work with the ERP system. However, a complete all-round view of all customer-related processes was lacking. Thus, it was not possible, for instance, to search for a given contact or in a postal code territory. Addresses of prospective customers were stored locally in Microsoft Outlook by the employee in charge and were therefore not centrally available to all colleagues.


  • Standard interface to Infor COM
  • Manifold analysis options
  • Convenient quotation follow-up

In order to achieve a full overview on all customer information, Ketterer has chosen to implement a CRM solution. SMARTCRM successfully convinced with expert advice and price-performance ratio. In addition, SMARTCRM scored with an implementation close to standard, since the CRM solution could already meet the important company’s requirements.

Project goals

  • Central data storage
  • All-round view of the activities and the communication with one customer
  • Optimal field service connection


CRM with BI functionalities

An additional advantage was the existing standard interface to the Ketterer ERP system, Infor COM, which was quickly and easily set up. Over this interface, the CRM system imports customers, contacts, hierarchies and relationships as well as figures material: quotation items, order backlog items, incoming order items, invoice items and open items. SMARTCRM prepares these data in numerous evaluations on different levels and in different currencies and provides Ketterer these analyses with a single click.

Before the CRM introduction, the employees had to create reports manually in Microsoft Excel and send them to colleagues by e-mail. With SMARTCRM, the analysis options have considerably increased and have become significantly easier. Thus, the sales staff knows which product a customer has purchased and at which price or who belongs to the top customers at all times. Turnover overviews per industry and plus/minus lists allow Ketterer to promptly react to changes.

The sales employees also carry out the annual planning in SMARTCRM by defining the plan values directly in the CRM system. The direct comparison of the target-performance figures forms the optimal basis for targeted sales management.

This also applies to target agreements. Ketterer deposits them in SMARTCRM and therefore ensures the highest level of transparency. Since sales employees always know where they stand at a glance in the CRM system, sudden surprises are excluded.

Optimal visit preparation and follow-up

With SMARTCRM, the field service is ideally prepared for visiting customers or prospective customers: the CRM system guarantees a quick overview on all previous activities such as the complete communication, requests and purchases of customers or arrangements with colleagues.

Even on the go, field service employees are kept informed thanks to mobile CRM. They can access all CRM data on their notebooks and add new information such as visit reports, next appointments and tasks in SMARTCRM. These data are then immediately available to back office colleagues.

Quotation tracking with CRM support

SMARTCRM imports all quotation including items from Infor COM over the interface and documents them in the activity history of the corresponding customer address. This way, quotation shipping is completely traceable. Tasks linked to an activity, including due dates and reminders, support sales staff to catch up on offers.

Satisfied CRM users

Thanks to its user-friendly interface, SMARTCRM has turned into an integral part of sales work at Ketterer that employees no longer want to miss. Therefore, the company is planning to introduce the CRM system in other departments such as purchasing or development, in order to benefit from the use of SMARTCRM company-wide and to optimize cross-departmental communication.

In addition, the implementation of the SMARTCRM.App is envisaged. Using the app, the field service employees can access all important CRM information on their smartphone, consult analyses of the ERP figures or dictate visit reports per voice control.

With the help of SMARTCRM, our new sales employees can gain an overview of top customers, top products, turnover and more within a few hours. After a short introduction, all sales representatives could quickly find their way through the system and arrange the first appointments the day after.

Yvonne Meßmer, Technical Sales and Marketing at B. Ketterer Söhne GmbH & Co. KG


  • SMARTCRM.ProjectsSMARTCRM.Projects


    • Creating quotations in a few clicks and keeping track of all of them for follow-ups?
    • How high are the chances of success?
    • What is the current project forecast?
    • Who plays which role in the project and which arguments could convince the decision-makers?

    With SMARTCRM.Projects, you know exactly in each phase of your sales project you need to start.

  • SMARTCRM.InxmailSMARTCRM.Inxmail


    • By using SMARTCRM and Inxmail professional you automate your mailing processes. Indeed, a central database, extensive selection options, a complete documentation and a professional e-mail marketing solution all meet here.
    • Define your target group at any time, minimize the waste coverage and easily send personalized mailings and newsletter.

    SMARTCRM and Inxmail support you with a wide range of data protection, tracking and double opt-in features for GDPR compliant e-mail marketing.



    SMARTCRM already has an integrated document management system offering you numerous possibilities.

    This allows you to trigger different processes to edit, produce or manage documents directly from the CRM workflow.

    In addition, SMARTCRM can also be connected to third party document management systems.



    • All important data in one system?
    • A centralized access for all colleagues?
    • Connecting ERP and CRM hassle-free?
    • Best with a ready-to-use interface, which can be quickly and easily set up as a standard solution?

    With SMARTCRM.ERP, all customer-related ERP information can be found directly in SMARTCRM. 

  • SMARTCRM.Exchange.SyncSMARTCRM.Exchange.Sync


    • Keeping track – not only of your own e-mails, activities and appointments but also of those of your team colleagues?
    • Gathering all information centrally in the CRM
    • And this, without having to worry about how the data end up there?

    Central instead of local: so easily SMARTCRM cares for the synchronization of your communication and contact data between the CRM solution and Outlook through Exchange Sync.



    • Accessing customer information over the browser?
    • Calling online the current statistics figures?
    • Creating appointments and tasks over the Web and sending them directly to the colleagues?

    SMARTCRM.Web is your practical CRM on the go.



      • Checking the current sales development before the annual evaluation meeting?
      • And comparing the sales trend of the top customers in your territory?
      • Which products they have not been using can you offer them?
      • Where can you see potential which are not yet used?

      SMARTCRM.Sales shows you the answers since this is the CRM with your figures.

    • SMARTCRM.PlanningSMARTCRM.Planning


      • Annual planning based on territories? Key accounts? Or individual customers?
      • And even considering the seasonal curves?
      • Should there be plan deviations, how quickly can you react and adjust the projected figures?

      SMARTCRM.Planning offers you the long-term vision without losing sight of the latest developments.



    • A colleague is sick? What has been discussed with the customer?
    • Has the quotation already been sent? Should you do a follow up?
    • When is the next agreed visit?

    SMARTCRM.Basis can tell you: what, when, with whom and with what result – centrally available in the CRM system for all employees and traceable even years after.



      • On your way back from a customer? The most important agreements immediately into the CRM?
      • And at the same time send a task to a colleague because of the offer?
      • Does he have time to clarify the details tomorrow?
      • And the whole thing using any mobile device, whether Android or iOS?

      SMARTCRM.App is your practical CRM on the go. Access important CRM data online at any time.

    • SMARTCRM.OfflineSMARTCRM.Offline


      • On the go and all CRM data accessible ?
      • Discussing the open quotations while at a customer site?
      • Writing a service report right after a maintenance appointment?
      • And all this without internet connection?

      With SMARTCRM.Offline, you always have your CRM with you – wherever you are.

  • SMARTCRM.TargetsSMARTCRM.Targets


    • Targets defined – and now?
    • How close are you to your target agreements?
    • How close is your team? And the whole company?
    • Are there any indications that you cannot achieve your goals? How can you react?

    With SMARTCRM.Targets, you keep the target in mind.



    • On the road and time for a spontaneous visit? A prospective customer with an open quotation perhaps? Who is currently nearby?
    • Back to the customers with declining purchasing volumes after three months? How do you get there? Look at the trip on a map?
    • And how do you integrate new customers into existing sales tours?

    SMARTCRM shows you the direct path to customers.

  • SMARTCRM.TourPlanningSMARTCRM.TourPlanning


    • Is the next weekly planning for the sales or service staff pending?
    • Which customers should be visited on the tour?
    • Which appointments have been already made?
    • To which tour can you combine them with?

    Schedule your tours with SMARTCRM at the blink of an eye: save time with visit suggestions, calendar entries and predefined visit reports.



    • Finding real solutions quickly when a customer calls?
    • Creating service cases and directly informing the relevant colleagues?
    • Coordinating and monitoring service appointments?
    • Early detection that several customers have already reported the same error?

    With SMARTCRM.Ticket, complaints become an opportunity to whip up enthusiasm in your customers.

  • SMARTCRM.MachinesSMARTCRM.Machines


    • Which machines has the customer in use?
    • When does the warranty expire and how long is the service contract?
    • When is the next maintenance work?
    • And at the customers’ premises? All urgently needed device information at hand?
    • Directly organizing a spare part delivery?
    • Creating the maintenance report immediately after the repair?

    SMARTCRM.Machines is our support for your service department.

  • SMARTCRM.CompetitionSMARTCRM.Competition


    • How is your market situation? Who are your direct competitors?
    • Which customers work with the competitor?
    • Which competitive products are in use?
    • What are the strengths of your products compared to the competition?

    With SMARTCRM.Competition, you keep an eye on your competitors and always find the right arguments for successful sales work.



Ketterer relies on the interface between SMARTCRM and Infor COM: