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.
- 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