The Ketterer brewery relies on CRM

SMARTCRM supports sales processes of the family-owned brewery

M. Ketterer GmbH & Co. KG:

  • Brewery and mineral springs

Requirements and project goals:

  • Compliance with the requirements of the GDPR
  • Complete communication history
  • Analysis options
  • Planning in the CRM system

SMARTCRM and Ketterer:

  • CRM replacement
  • 15 users
  • Used in sales, marketing, service and purchasing
  • Modules: Basis, Sales, Planning, Exchange.Sync, Offline, App
  • Interface to the ERP System GRS.BRAU

From now on, our CRM solution will support the processes of the family-owned brewery M. Ketterer GmbH & Co. KG. The brewery from Hornberg in the Black Forest embodies the CRM philosophy in all company-wide processes, since they have been relying on a CRM system for quite some time. Due to the new requirements of the General Data Protection Regulation, a change of the CRM system became necessary. The brewery has chosen SMARTCRM since our CRM system offers extensive functionalities for processing personal data in compliance with data protection regulations.

An important goal of the CRM application at Ketterer is the complete documentation of the entire communication with customers and suppliers. This way, not only address and contact data are stored in the corresponding electronic file but also all activities such as phone calls or e-mails are documented.

SMARTCRM took over numerous data such as customers, contacts, activities, projects and documents from the previous CRM system at once. While doing so, individual requirements of the company such as block indicators were taken into consideration.

In addition to SMARTCRM, Ketterer uses the ERP system GRS.BRAU. In a near future, our CRM solution will import customers, contacts, products, open items and invoice items over an interface. SMARTCRM provides many BI-like capabilities that allow employees to evaluate the data at different levels at any time. The planning at customer and article group levels taking into account seasonal curves is also done in the CRM solution. At the push of a button, SMARTCRM compares these budget figures with the current actual figures.

All important CRM information is available to the field service staff even when visiting a customer. The SMARTCRM.App indeed provides these data on the smartphones of the employees. If there is no Internet connection, then all CRM data are callable offline per notebook.

Even the purchasing department relies on the support of SMARTCRM and will store all supplier information as well as their communication in the CRM system.

The Customer

In 1877, Michael Ketterer established in Hornberg, Germany, the family-own brewery M. Ketterer GmbH & Co. KG. Today, 30 employees and 3 trainees work at the mid-sized brewery. The sales territory encompasses about 60 kilometers around the Hornberger brewery. The family-owned business has a passion for brewing national and international award-winning beers. Ketterer beers are regularly awarded at national and international competitions.

Since 2013, the family-owned business has been bearer of the Slow Brewing Quality Label (Slow-Brewing-Gütesiegel), the most consistent quality seal on the international beer market. And since 2005, the company has been selling the rare mineral water Hornberger Lebensquell, which springs up from a hand-made tunnel in the middle of the Black Forest.

The 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.