MAGE Roof & Building Components GmbH

Since 2015, SMARTCRM supports the sales processes in the field service and back office at MAGE Roof & Building Components GmbH. In Germany, about 30 sales employees work in compact sales teams. Each of them consist in back office and field service collaborators. MAGE has decided to implement a CRM solution to guarantee a smooth communication within the teams and between the departments. In the CRM system, all relevant information should be documented and analyzed. In addition, the CRM implementation should serve the backup of more uniform and more traceable sales processes. Then, the structuring of activities and consistent customer segmentation with reproducible potential form the basis of sales success for MAGE.


  • Interface to proALPHA
  • Extensive up-to-date analyses
  • Tour planning and documentation

Due to poor network coverage in some parts of Germany, MAGE has consciously decided against a cloud solution. Instead, the field service employees can access SMARTCRM on their notebooks offline. Moreover, SMARTCRM impressed with modular, flexible design as well as the possibility of an independent administration by MAGE.

Project goals

  • Transparent information management and structured sales processes
  • Optimal communication between field service and back office
  • Complete quotation tracking
  • Overview of competitors/competitive products

ERP connection to proALPHA

Besides SMARTCRM, MAGE uses the ERP solution proALPHA. Both systems are connected over an interface specifically designed for the company’s requirements, so that business particularities such as the special price search can be also represented. SMARTCRM imports  quotations, open items, special prices and the forecast from proALPHA. When before analyses were sent per e-mail in form of Excel spreadsheets to the field service staff, now they are available in SMARTCRM at the press of a button. Thus, the employees can keep track of the sales figures in their sales territories for example at any time. Changes are detected early thanks to the target/actual comparisons, year-on-year comparisons as well as trend changes. This way the sales activities can be aligned accordingly. Analyses of the product groups were created via external Access databases before the CRM implementation. Today, they are available directly in SMARTCRM up to the product level allowing cross selling potential to be identified and exploited more quickly. The processing of certain customer sales figures based on filter criteria such as the classification was not possible without the CRM solution.

Complete quotation tracking

The quotations are transferred from proALPHA and archived in the respective customer file. A corresponding project file provides all contacts, quotations as well as the complete communication related to this project to all employees in the CRM system at a glance. When launching SMARTCRM, they see diverse individual overviews, including a list of all follow-up offers. This is how a complete quotation tracking is guaranteed.

Planning, managing and documenting tours

SMARTCRM supports the field employees in planning sales tours. MAGE allocates the addresses to given tours in the CRM system using the features. When planning a new tour, all allocated addresses are displayed to the field employee. This way, he can select which customers he would like to visit on this day in a targeted manner. The addresses can be visualized on a Bing Map at the press of a button and the route adjusted accordingly. Following subsequent return to SMARTCRM, appointments and activities for later visit documentation can be automatically generated if required. Due to diverse overviews, the survey of the already driven routes and the upcoming tours remains preserved.

The competition at a glance

If a customers use competitive products, the company documents this in SMARTCRM and opposes its own products. This is how the CRM system supports the sales staff in finding the appropriate argumentation for a change. A traffic light graphic in the address file shows which products have already been presented to a customer and whether interest was awaken. An overview of the product with the corresponding color markings for each status or competitive product is displayed by SMARTCRM in the address file on a separate tab.

The right target groups for your marketing actions

The marketing staff benefits from the use of SMARTCRM. MAGE can select the right target group for every marketing action using the features assigned to addresses and contacts, for instance for sending product documentation and samples. The management, documentation and evaluation of temporary customer surveys take place in the CRM system as well.

Conclusion and outlook

SMARTCRM has become the most important sales tool for MAGE, since it allows each sales employee to independently get a complete overview of their area of responsibility and to ensure a professional exchange of information. Customer care has been precisely structured by MAGE and there is a clear determination of back office and field service responsibilities. The company is also very satisfied with the care provided by the SMARTCRM GmbH and the telephone hotline support.

The SMARTCRM installation at MAGE should be extended in the future. Thus, the company plans for instance to simplify the creation of visit reports for the field employees using questionnaires.

Our sales processes have become significantly more transparent with SMARTCRM, which has improved both sales control and the restructuring of sales processes. With SMARTCRM’s possible classifications, we can focus our sales work on the right projects.

Renate Pfitzmann, Internal sales team at MAGE Roof & Building Components GmbH

Implemented modules

  • 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.


Connection to ERP System

MAGE relies on the interface between SMARTCRM and proALPHA: