23. November 2018

The Best of Consulting Award at Wirtschaftswoche was presented to maihiro in recognition of its CRM project for Trelleborg Sealing Solutions

Cross-border transparency through the worldwide rollout of SAP Sales Cloud: the CRM specialist wins the award in the “IT Management” competition category

This year WirtschaftsWoche recognized Germany’s best management consultancies for the ninth time in the Best of Consulting and Best of Consulting (Small- and Medium-Sized Businesses) categories. A scientific advisory board and a jury determined which projects that were submitted as contest entries were the most successful. The 2018 award in the “IT Management” category went to maihiro GmbH. It took first place with its CRM project “FASTERGrowth” for Trelleborg Sealing Solutions, one of the world’s leading providers of sealing solutions. The award ceremony took place on November 20 in Düsseldorf.

Trelleborg Sealing Solutions (TSS) has long dreamed of creating a global product and customer database that its 1,500 employees could all use worldwide. After testing several initiatives with purchased on-premises CRM systems and later its own developments, the developer, manufacturer, and supplier of precision seals, bearings, and polymer mouldings found the right solution with the SAP Sales Cloud. The decision was made after a proof of concept was demonstrated by maihiro GmbH, a specialist that has won multiple awards (including SAP Gold Partner and MEE Regional Partner of the Year 2018) for CRM processes. The company is known throughout the industry thanks to its numerous reference customers in the B2B industry sector.

Trelleborg Sealing Solutions employs over 5,800 people in 28 production facilities worldwide and nine research and development centers in Europe, America, and Asia. Although the former on-premises CRM system was used globally, it was unable to harmonize or standardize sales processes at the company. Although they work together globally, the individual divisions have no common base system for exchanging information about global customers. Different applications were used to generate offers, meaning that on the whole there was no cross-border transparency.

Sales processes have been harmonized worldwide

After TSS’s own developments brought no improvement, the decision was made in favor of a cloud-based standard software solution that would be rolled out worldwide. Thanks to the SAP Sales Cloud solution introduced by maihiro, Trelleborg Sealing Solutions is able to harmonize its sales processes worldwide, closely integrate presales and marketing into lead management, and promote cross-departmental cooperation. The result is a significantly better understanding of customer needs. maihiro combined the sales cloud at TSS with existing solutions, including a pricing tool. This enables the implementation of uniform offer processes, including the setting of prices in a single system. An external workflow tool for easy customer creation and modification has also been integrated.

Over 50 non-SAP ERP systems have been integrated

The biggest challenge facing the project was to integrate more than 50 non-SAP ERP systems, including solutions such as AS 400 and J.D. Edwards, with different release levels into the Sales and Service Cloud. Topics such as a non-harmonized master data structures (product and customer data), no central user management, and no clear data ownership had to be resolved in the course of the project.

CRM strategy as “mindset” for customer-oriented thinking

As a result of the rollout, almost 1,500 employees now have access to the SAP Sales Cloud as a global product and customer database. maihiro not only acted as a CRM implementation partner for TSS, but it also developed a CRM strategy together with the customer. This not only benefits sales, but it also establishes a “mindset” that prioritizes customer-oriented thinking across departments throughout the entire company. As part of an ongoing IT strategy, a data model was also developed that is compatible with the future SAP S/4HANA system. In addition, TSS process specifics were adapted to be compliant with the standardized SAP Sales Cloud model, including through the use of maihiro’s own add-ons, such as maiConnect groupware integration.

The systematic lead management that has been implemented via the Sales Cloud solution now ensures more conversions as part of our worldwide sales efforts. For the first time, we can evaluate lead sources for strategic marketing planning, and we can determine the number of leads per source as a concrete KPI. We can also measure the proportion of leads that are converted into prospects, opportunities, and offers in greater detail.

Florian BischofManager of CRM Systems/Project Manager for CRM Implementation at TSS