Sales, marketing, and customer service can only perform as well as the company’s digital infrastructure allows. In the SME process industry, a recurring challenge emerges at a critical point: these departments often work in isolated customer relationship management (CRM) systems, heavily reliant on administrative coordination and manual input. The result? Truly efficient customer management becomes nearly impossible.
CRM-System: SMEs Are Lagging Behind
Everyday practice reveals a familiar scenario: in the food retail sector, for example, field sales teams often rely on a CRM system that isn’t integrated with the company’s ERP environment. During on-site visits to retailers, they lack access to real-time data on prices, delivery schedules, or product availability. To give customers a definitive answer, they have to manually request the information – wasting time and risking errors.
Another common example: manufacturers of organic products, cosmetics, or chemical goods often operate with separate systems for production and sales. As a result, the sales team isn’t automatically informed about when specific batches are scheduled for production. When customers ask, they can’t respond immediately and must instead follow up manually – slowing down the sales process and leaving a less-than-professional impression. In both cases, the lack of integration between CRM and ERP systems leads to far too many manual processes.
Fragmented Systems und Data Chaos
Data chaos, fragmented systems, and inefficient workflows inevitably result in missed sales opportunities and slow response times. When sales teams are tied up manually entering or retrieving data, it not only heightens the risk of errors and miscommunication – it also wastes valuable time.
The sales process is significantly slowed down, and the lack of integration between CRM and ERP also makes it difficult to create forecasts and reports. What's more, providing information late or incorrectly doesn’t reflect well on the company in the eyes of the customer.
SAP Sales Cloud Reduces Manual Effort and Increases Efficiency
So what’s the solution? By implementing a CRM system fully integrated into the ERP environment, SMEs in the process industry can relieve their sales, marketing, and customer service teams of manual and administrative tasks – while simultaneously boosting customer satisfaction.
With SAP Sales Cloud, PART supports SMEs in doing exactly that: the CRM system, designed for small and medium-sized companies, integrates seamlessly into the SAP landscape. This enables SMEs to lay a technological foundation for streamlined and efficient processes across departments. PART is an experienced partner to the process industry with over 30 years of SAP and ERP expertise – combining deep industry insight with the highest level of technological competence.
CRM System for SMEs: A Central Database for Everyone
With SAP Sales Cloud, all participants have access to a central data source that is always up to date. This means that field sales teams no longer need to manually gather information, but can provide accurate answers immediately. Artificial intelligence (AI) and targeted automation serve as practical tools that support day-to-day sales operations.
In practice, this might look as follows: a sales representative in the back office receives a new lead but is unfamiliar with the company. Using SAP Sales Cloud, they check the customer database and find AI-generated insights: What does the company do? Who are its main competitors? What challenges is it currently facing? Within moments, they are fully informed about the new lead and have valuable information at their fingertips to use when getting in touch with the customer.
SAP Sales Cloud: The benefits at a glance
Improved Sales Efficiency – Happier Customers
Consider the following example: In preparation for an industry trade fair, the marketing team of an SME sends out an email campaign inviting customers to visit their booth. Several customers book appointments. All booking details are then instantly available in the CRM system and synced with the responsible employee’s Outlook calendar. The employee knows exactly whom they’ll meet and when, and is fully prepared for each conversation. After the meetings, they take notes on their mobile device – which are instantly stored in the SAP Sales Cloud.
After the trade fair, the process continues as the employee manages their customer contacts directly from the CRM system – scheduling follow-up meetings, generating quotes, and more. Customer service can see all orders in real time and can fully support customers with product inquiries, delivery questions, or complaints.
With SAP Sales Cloud, SMEs not only relieve their employees of manual and administrative tasks; they also boost efficiency in sales, customer service, and marketing while simultaneously ensuring greater customer satisfaction.
Would you like to make your sales processes smarter and seamlessly integrate sales, marketing, and customer service via SAP Sales Cloud? Discover more in this solution brief.
Do you have any questions or would you like a personal consultation? Feel free to arrange a no obligation appointment – we look forward to hearing from you!