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 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.
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.
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.
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.