A look at the SME process industry reveals that many companies rely on SAP as their ERP system but do not fully leverage its potential in sales, customer service, and marketing. Although workflows within the ERP landscape are seamlessly integrated, sales processes are often still managed via Excel, and customer relationships maintained through Outlook. Some companies already use customer relationship management (CRM) software, but it remains disconnected from their in-house ERP environment.
Non-Integration Has Consequences
The insistence on non-integrated silo solutions has consequences: sales, marketing, and customer service teams must maintain customer data across multiple systems. This wastes valuable time, leads to media discontinuities and typing errors. Customer information becomes unclear, inconsistent, or even inaccurate. In turn, poor data quality hinders professional key account management. Without an integrated CRM, sales and customer service remain reactive instead of proactive.
In addition, customers quickly take notice when processes don’t run seamlessly. Sometimes delivery information is missing. Sometimes responses to inquiries take too long. Sometimes different contacts give conflicting information about product availability. The result is always the same: it reflects badly on the company.
Challenges of Not Having an Integrated SAP CRM Cloud
SAP Sales Cloud: From Data Chaos to Clear Processes
PART supports companies in implementing digital sales and customer relationship management with SAP Sales Cloud – helping them unlock the full potential of their SAP ecosystem.
With the SAP-native, fully integrated CRM system for SMEs, companies can seamlessly integrate their sales, customer service, and marketing into their ERP landscape. This allows them to automate sales processes, improve customer interactions, and make informed, data-driven decisions.
As a practical tool, SAP Sales Cloud brings AI-powered applications and useful automation features: automated ticketing systems and AI-supported service processes enable faster response times in customer service. In sales, AI-driven lead scoring, sales forecasting, and automated recommendations support more effective management. This allows staff in sales, customer service, and marketing to focus more on their core tasks.
Integrated CRM System for SMEs: Benefits at a Glance
Centralized data availability and a unified overview of customers
Better collaboration between sales, marketing, service, and management
Faster response and processing times
Increased sales efficiency and service quality
Enhanced predictability and transparency
Greater sales through strategic lead and opportunity management
But how does this work in practice? Consider the following example: An SME is exhibiting at an industry trade fair. Its marketing team invites a targeted audience to visit the booth via email. A customer can book an appointment directly through a link in the email. All booking details are instantly available not only in the CRM system but also in the responsible employee’s Outlook calendar. The employee automatically knows who they will meet at the fair, has all relevant information at hand, and is fully prepared for the conversation. Afterwards, they record a meeting note on their mobile device – this data is also saved directly in SAP Sales Cloud.
After the trade fair, the employee continues managing the customer contact directly within SAP Sales Cloud – from scheduling a follow-up meeting to creating a quote. Once confirmed, the quote is automatically converted into an order in the ERP system, where it can be further processed. Customer service can see all orders in real time and can fully support customers with product inquiries, delivery questions, or complaints.
Industry Know-How Meets Technological Expertise: PART as SAP Sales Cloud Partner
With PART, companies benefit from a combination of deep industry understanding and advanced technological expertise. PART brings three decades of experience in SAP and ERP, providing a strong foundation for the successful implementation of CRM projects within the SAP ecosystem.
As a long-standing partner of the SME process industry, PART brings in-depth industry know-how and stands for streamlined, efficient solutions. The goal is to deliver solutions that address the daily challenges of the process industry without being overloaded with unnecessary features.
Would you like to get more out of your SAP ecosystem and seamlessly integrate sales, marketing, and customer service via the 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!