Case Study · HubSpot

JUMAG has increased its sales leads from about 20 to 70 per month

JUMAG consolidates sales, marketing, and service into a HubSpot CRM. The result: 1,500 contacts in twelve months, and 70 sales leads per month instead of 20.

Industry: Industrial, mechanical engineering, steam generation
Challenge: A patchwork of systems built up over time, Microsoft Business Central, SAP, and Excel spreadsheets, with no central view of customers and sales.
Results: With the HubSpot CRM, JUMAG reaches 1,500 qualified contacts in twelve months and increases sales leads from around 20 to 70 per month. The team now creates 35 new deals per month, up from 11 before. The response time to first contact drops by 75 percent.
Hubs used: Marketing Hub Starter · Sales Hub Professional · Service Hub Enterprise · Content Hub Professional · Data Hub Starter
Website: jumag.com

Key Metrics

1.500 qualifizierte Kontakte in zwölf Monaten
70 Sales Leads pro Monat, zuvor rund 20
−75 % Reaktionszeit bis zur ersten Kontaktaufnahme

The Customer

About JUMAG

JUMAG Dampferzeuger GmbH has been building compact steam generators for over 40 years and employs around 100 people. Customers come from food production, pharma, chemicals, textiles, and healthcare across German-speaking Europe, complemented by the Schneider-Kessel Berlin by JUMAG brand for custom solutions.

With a portfolio of standard systems, custom solutions, rental equipment, and service, the commercial processes increasingly ran through systems that each mapped sales individually.

“Working with Mark Lotse exceeded our expectations. Implementing HubSpot and the campaigns we developed together took our lead generation to a whole new level.”

- Andreas Kohl, Managing Director, JUMAG Dampferzeuger GmbH

The Challenge

JUMAG managed its business processes using a patchwork of systems consisting of Microsoft Business Central, SAP, and individual Excel spreadsheets. A centralized CRM platform was missing.
As a result, customer history was tied to individual systems and individual employees. Inquiries came in through various channels, follow-ups were tracked in each person’s calendar, and the status of a sales transaction could only be determined by asking. This made it impossible to gain a reliable overview of the pipeline.

For a company with multiple product lines, a rental business, and ongoing service operations, this comes at a double cost: time spent on day-to-day operations and knowledge that is lost with every change in the team.

The Solution

The goal was a centralized HubSpot CRM that maps the entire purchasing process: from the initial inquiry through a transparent sales pipeline to a foundation for predictable growth.

Mark Lotse started with the processes. Together with JUMAG, we analyzed the sales organization from an external perspective and strategically realigned it. The technology followed the process decisions.

Change management determines the outcome

Intensive training and ongoing enablement ensured that the team adopted and continued to apply the data-driven approach in their day-to-day work. Since then, responsibilities, phases, and exit criteria have been clearly defined for each deal and visible to all stakeholders.

A Platform for Marketing, Sales, and Service

The expansion goes beyond the CRM. Five hubs operate on the same data set. Marketing can see which campaign triggers a deal, Sales is aware of every open service case, and Service works with the complete customer history.

The Result

JUMAG generated 1,500 qualified leads in twelve months and increased sales leads from around 20 to 70 per month. The number of new deals per month rose from 11 to 35, and the response time until initial contact decreased by 75 percent.

Behind these metrics lies a cultural shift. Cross-departmental collaboration is transparent, decisions are based on data, and new colleagues find the sales process already mapped out in the system.

11 -> 35 NEW DEALS PER MONTH
20 -> 70 SALES LEADS PER MONTH

Why this matters for similar B2B companies.

Many established industrial companies recognize JUMAG's starting position: an ERP for order processing, Excel for everything in between, and a fragmented view of customers and sales.

What matters here is the structure of the business, not the size of the company. As soon as multiple product lines, a dealer or partner network, a rental business, or ongoing service come together, customer touchpoints arise in many places at once. Every department works with its own data. A shared platform turns that into one consistent picture.

A central CRM creates the foundation that sales, marketing, service, and later AI-driven processes build on. The real challenge lies in the process and the team. The technology follows from that.

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