Ortlinghaus-Werke GmbH

The challenge at Ortlinghaus resulted in merging two independent SAP installations into a central CRM system. The CRM solution should make current data available more transparently, so that Ortlinghaus can manage its sales activities and projects across all locations. In addition, all worldwide sales figures must be summarized in the CRM system in order to be analyzed.


  • Project oriented approach
  • Complex sales analysis in various currencies
  • Bi-directional interface between SMARTCRM and SAP
  • Globally networked sales organization

Two bidirectional interfaces between SMARTCRM and the two SAP systems were necessary to provide up-to-date information in all systems. SMARTCRM imports among others from SAP the address and product data, quotations and orders, project data, phases and tasks, sales revenues, incoming orders and order backlog. “Through the data flow, we keep a complete overview of all activities, projects and sales figures with our customers, no matter which reselling company cares for the customers.” says Margit Willam, CRM project manager at Ortlinghaus GmbH in Switzerland. In certain cases, an export to SAP is also necessary, for example, when the address information are needed to write a quotation in SAP.

Project goals

  • Data consolidation of merging two independent SAP systems in SMARTCRM
  • Transparent and current data at any time
  • Analysis of all worldwide sales figures in the CRM system
  • Cross-location management of sales activities and projects

The fact that the corporate group is present worldwide is reflected among others in the branched infrastructure. SMARTCRM server installations can be found in Wermelskirchen (Germany), Gams (Switzerland), Shanghai (China) and the United Kingdom. The sales organizations in France, India and Russia work online with SMARTCRM. The systems replicate daily their data and ensure that all locations work with the current information. The field service in Germany has even the customer data available offline on their notebooks and can modify the information without any connection into the corporate net. The field service can daily update their local data by proceeding to a synchronization with the server installation in the company.

Exhaustive information and direct communication build the basis for successful sales and development projects. Ortlinghaus bundles all projects in the CRM system so that all employees have access to the project data. “In our regular project meetings, we talk about the status of the ongoing project. The basis for this is the project task list in SMARTCRM. Background data on the project are available immediately. Thus, we can clarify the current status of the project directly during the meeting”, describes Margit Willam the project oriented approach. The project list is also the basis for task planning and repartition, to transfer the tasks to less busy employees. This is possible since each project task is automatically linked to a project or a project step in SMARTCRM.

The international character of the company becomes challenging mainly with the sales planning and the sales analysis. “SMARTCRM combines sales figures from both our SAP systems and prepares them for various evaluations. With just a double-click, we have all the current figures on the display. It is that easy.” says satisfied Thomas Germann, CEO of Ortlinghaus GmbH. The employees analyze at the press of a button for instance the sales revenues over 48 months, sales figures depending on the country, sales revenues for spare part groups or components, complete overview of all invoices for a given period of time, order backlog per distribution channel. The integrated drill-down function allows the employees to evaluate the sales figures up to the invoice position level. The statistics can be further restricted using additional filters, for example depending on the industry, the spare part type or distribution channel. In addition, SMARTCRM displays a revenue / target comparison in the local currency of the branches, including Euro, Swiss Francs, US Dollars, British Pounds or the Indian Rupees. Thus, each subsidiary has its figures at any time in plain view and can react as soon as they do not meet the expectations.


Ortlinghaus uses 90 SMARTCRM licenses in field service and back office. The installation covers the following functions: central address, contact and document management, activities, tasks planning and scheduling, project management including all phases, documents and tasks, detailed sales analyses and planning as well as target agreements with early warning system. “Since we have been working with SMARTCRM, the communication between field service and back office is significantly more transparent. Engineering and sales work hand in hand thanks to project related tasks and a central knowledge basis. With SMARTCRM, we have optimized our internal processes and made them more efficient”, underlines Margit Willam.

The key advantage of SMARTCRM is the analysis strength. We especially benefit from the numbers and project data in the system. We immediately see whether the sales revenue meets our expectations or whether projects get out of hand. SMARTCRM provides consolidated and focused information at any time.

Margit Willam, CRM project manager at Ortlinghaus-Werke GmbH in Switzerland

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?
    • 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.


Connection to the ERP system

Ortlinghaus relies on the interface between SMARTCRM and SAP: