Carl Roth GmbH + Co. KG

Since 2014, SMARTCRM has been supporting the employees of the Carl Roth GmbH + Co. KG in sales, marketing, service and purchasing. The goal of the CRM implementation was a clear and customer-oriented internal and external communication. Furthermore, the CRM system should support the uncovering of sales potentials or their early detection.  


  • Bidirectional standard interface to abas ERP
  • Deposit of sales targets and representation of the current target achievement
  • Standard interface to abas DMS
  • SRM functionalities in the CRM system

In addition to its headquarters, Roth runs a logistics center at Karlsruhe’s Rhine Harbor. This is connected to the SMARTCRM main version as a branch. This way, both locations have access to the current database. The subsidiary in France should be able to access the CRM system as a separate client in a near future. The CRM information that they need for their processes would therefore be available to the local employees.

Project goals

  • Extensive evaluation options of the sold products
  • Transparent, customer-oriented internal communication
  • Uncovering new sales potentials


Standard interfaces to ERP and DMS

Roth’s implemented ERP system is abas ERP. As a long-term cooperation partner of the abas AG, SMARTCRM GmbH offers a preconfigured bidirectional standard interface to the ERP solution, which was adapted for Roth with minimal additional effort. Using this connection, SMARTCRM imports the data of customers, prospective customers and suppliers, products, as well as quotations, order backlog, turnovers, contribution margins, open items, the figures for the purchasing and also tickets.

The CRM system evaluates these data on different levels and provides with a click the analyses up-to-date and at any time.

Another standard interface connects SMARTCRM to the abas DMS of the HABEL GmbH & Co. KG implemented at Roth. This allows the employees to transfer their documents from the CRM solution to the DMS with a click. Vice versa, the DMS research or documents archived in abas DMS can be opened directly from the CRM system.

Support in all sales processes

SMARTCRM supports the sales employees in numerous customer-related processes such as the quotation tracking. The quotation including each items are automatically transferred from abas ERP to SMARTCRM and made centrally available in the corresponding customer file. Roth has defined a release process for quotation writing, so that the employee in charge can release the quotation for sending at the press of a button. The dispatch of documents by e-mail can then be done directly from SMARTCRM.

Thanks to the numerous analyses in the CRM system that are particularly important to the company sales work, the employees can see at a glance which customer has open offers or which products he has previously ordered. When before the CRM implementation time-consuming Excel spreadsheets were created, now the sales employees can visualize the turnover of a customer or compared to the previous year’s value as well. Roth can analyze the cumulated sales figures of purchasing associations or individually take into consideration each corresponding company. This information helps detecting trends, regarding both the purchasing behavior of the customer as well as the success of a product. The employees deposit the discounted prices and the reason of the discount in SMARTCRM. Therefore, the cause why a discount has been agreed remains transparent. Special overviews also show for instance product that are offered under a given margin, as well as the reason why. Using a trend evaluation for customers with declining sales compared to the previous year, employee can take countermeasures early and adjust their sales activities accordingly.

If a customer owns competitive products as well, the customer file in SMARTCRM is linked to the corresponding competitive information. Thus, the sales employees can exhaust untapped potential using the knowledge of which competitors supply a customer.

In addition the CRM solution supports them to implement their target agreements defined by the sales team and stored in SMARTCRM. Colored icons indicate at any time whether they are achieving their targets.

SRM with CRM

SMARTCRM also supports Roth in purchasing. The suppliers are managed and classified in the CRM solution as well as the corresponding communication. SMARTCRM imports orders and invoices from the ERP system via an interface and analyzes them.

SMARTCRM supports sustainably our sales processes and allows us to recognize the cooperation of associations on the market, to detect unused potentials and to shape our internal communication as much transparent and customer-oriented as possible.

Dr. Volker Nagel, Sales manager at Carl Roth 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?
    • What field service tours are planned for next week?

    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.



Roth relies on the interface between SMARTCRM and abas ERP: