Messer Cutting Systems GmbH / Castolin Europe GmbH

Since 2003, Castolin has been using the CRM system SMARTCRM at its German subsidiary. The European locations are gradually connected to the CRM software. So SMARTCRM was installed in the respective language version in Austria, Switzerland, the Benelux countries, the United Kingdom, France, Poland, Spain, Sweden and the Czech Republic. Since 2004, The Messer Cutting Systems GmbH has been also working with SMARTCRM. All installations are supported by system administrators from the Messer Information Services GmbH.


  • Interface to Baan ERP system
  • Creation and tracking of offers and contracts
  • Evaluations of sales figures, turnover figures and sales targets
  • Transparent database and complete activity history
  • Multilanguage capability

Transparent Information

Castolin and Messer Cutting Systems introduced the CRM software with the goal, among others, to optimize sales management. A major role was played by the connectivity of the field service staff as well as the centralized quotation preparation. SMARTCRM convinced with its offline capability thanks to which the employees can see and edit all data on their notebooks. In addition, one of the company’s wishes was to have a transparent and centralized database accessible to all sales employees at any time. This was allowed by using an interface between CRM and ERP systems.

Project goals

  • Optimization of the sales management
  • Transparent, central database
  • Connection of the field service employees
  • Central quotation preparation



As the locations of Castolin in Germany and in the United Kingdom decided to implement the Baan ERP system – now part of Infor –, SMARTCRM GmbH configured an interface between SMARTCRM and Baan. Today, all companies that have received a SMARTCRM installation have also implemented Baan. So the interface can be used at each site with little effort and the central data management is guaranteed. SMARTCRM imports over the interface address and product data as well as figures. On the other hand, the CRM system transfers address information and orders to Baan ERP. Additionally, all old data from different previously used systems (i.e. AS/400, Super Office, Microsoft Access) were once imported.

Quotation preparation and tracking

SMARTCRM supports the European companies of the Castolin group as a central sales management tool. So the staff uses the CRM software to prepare, for instance, quotations, orders as well as costs estimations directly from SMARTCRM. Since templates were stored in the CRM system, the documents always correspond to the respective corporate design. SMARTCRM fills the system not only with the associated recipient’s data but also provides, thanks to product text modules in multiple languages, the preparation of professional quotations or orders in the local language. The pricing, which is transferred from Baan ERP, guarantees the automatic use of the correct product prices. Give the employees a product and its desired amount, and you see on its own tab at once all important price and product information, e.g., discount, additional charges as well as the current price of the metal used to produce the product. After the creation of a quotation or an offer, SMARTCRM sends automatically a task to the field staff in order to ensure its follow-up. The quotation can at the press of a button be generated in PDF format and sent directly  to the customer per e-mail. Since each process of a project, from the initial request to completion, is represented on a different tab, the employees can see at a glance the progress and the current status of the project.

Figures and Goals always in sight

SMARTCRM imports all important figures, e.g., sales revenue, contribution margin or open item, via an ERP interface and provides the employees with many daily analyses. In addition, SMARTCRM displays by which sales representative and customers the demonstration material is and to which value.  So they never lose track and SMARTCRM offers the management a funded basis for planning and decision-making. The sales staff defines also their targets in SMARTCRM. The CRM software shows them the current state of target achievement as well as lists of your customers with positive and negative sales revenues. For an optimal overview, the targets of sold products per product group are automatically displayed in SMARTCRM every month.


SMARTCRM facilitates sustained sales management for the companies of the Messer Group. Using the interface to Baan ERP, extensive analyses and the representation of the sales targets allow a daily overview at the press of a button and warn early on when the course differs from the intended target. The field staff is kept informed thanks to their notebooks on all figures and customer activities and whilst on the go easily create quotations or visit reports. Due to the multilanguage capability of SMARTCRM, Castolin can use the CRM software in many locations outside Germany. Further installations abroad will follow.

SMARTCRM facilitates us with the management of sales processes, since we can accurately track quotations, customer activities, sales figures and sales goals in the CRM system. The automatic transfer of orders in the ERP system increases significantly the efficiency of the processes.

Dr. Frank Vogt, CRM Application Manager at Messer Information Services 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.