Case Study

Optimisation of sales processes for a global packaging distributor

As a global market leader in hybrid packaging, our client decided to increase its sales by utilising the Salesforce and MuleSoft cloud platforms. During implementation and integration, various ERP systems were connected in order to centralise customer management, increase ROI and implement upsell and cross-sell strategies. The aim is to create a standardised sales funnel for international sales processes.

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The Scenario

Arlanis Reply has helped a global leader in the packaging sector with its digital transformation. The company decided to accelerate its business by implementing Salesforce and MuleSoft ESB for API management. This involved designing and implementing connections between all legacy systems in the various branches across Europe.

The biggest challenge was to standardise and homogenise information on customers and products via a single platform. Customer data was spread across different systems and there was no unified product catalogue at company level. There was also a need to reduce manual operations to improve efficiency and increase return on investment (ROI).

The Solution

By implementing Salesforce Sales Cloud, Salesforce Experience Cloud and Marketing Cloud Account Engagement, integrated with MuleSoft, Arlanis Reply has supported the client in developing and implementing a scalable and reliable solution. This solution connects a variety of highly heterogeneous applications and services, including various ERP technologies. This simplified the lead conversion and management of sales opportunities in the existing order management system. Through a model that removes the complexity of legacy systems, the sales team was able to reduce their effort in accessing different applications and minimise data redundancy.

Salesforce Account Engagement is the marketing automation platform that enables marketing and sales teams to create and manage customised lead generation and lead nurturing campaigns to maximise sales productivity in the B2B market.Durch die native Integration mit Salesforce und den damit verbundenen vollständigen Datenabgleich zwischen den beiden Systemen ermöglicht Salesforce Account Engagement den Benutzern:

  • Generating and qualifying high-quality leads

  • The acceleration of the sales pipeline

  • The creation of customised campaigns and content and tracking of campaign progress

  • Automated and centralised management of marketing and GDPR consents

Salesforce Account Engagement thus enabled significant automation of the lead generation and lead nurturing process, all of which are aimed at improving the value creation process with customers and qualified leads.

Die zweite Komponente des Projekts war die MuleSoft Anypoint Platform, die aufgrund der Skalierbarkeit ihrer Komponenten den Kern der Integrationen bildete. Das Integrationsprojekt umfasste sowohl API-basierte als auch ETL-basierte Abläufe, bei denen MuleSoft die Datenorchestrierung und -transformation durchführte und eine heterogene Architektur auf konsistente und kohärente Weise verwaltete, um die Komplexität zu reduzieren, den Entwicklungsaufwand zu verringern, die Markteinführungszeit von Initiativen zu verkürzen und die Umsetzung neuer Geschäftsanforderungen der Kunden zu beschleunigen. MuleSoft beschleunigte die Anwendungsbereitstellung, indem APIs in hoher Geschwindigkeit und Qualität erstellt werden konnten, Daten automatisch umwandelte und automatisierte und konsistente Sicherheit für APIs und Daten gewährleistete, unabhängig von deren Ursprung oder Umgebung, ganzheitlich und in Echtzeit.

Die Implementierung von Salesforce Experience Cloud ermöglicht es dem Endkunden, seine eigenen Daten direkt zu verwalten. Durch den Zugang zur Community kann der Kunde auf Informationen zu seinen Adressen, Kontakten und Produkten in seinem Katalog zugreifen. Neben der Option, auf historische Daten zuzugreifen, kann der Kunde über die Plattform Anfragen zur Änderung seiner Daten stellen, um beispielsweise ein neues Produkt, technische Zeichnungen oder Muster anzufordern. Durch das Überprüfen seines Kaufhistorie kann der Kunde über diese Plattform auch einen neuen Auftrag erteilen.

Salesforce Account Engagement ist die Plattform für Marketing-Automatisierung, die es Marketing- und Vertriebsteams ermöglicht, maßgeschneiderte Kampagnen zur Lead-Generierung und Lead-Pflege zu erstellen und zu verwalten, um die Vertriebsproduktivität im B2B-Markt zu maximieren. Durch die native Integration mit Salesforce und den damit verbundenen vollständigen Datenabgleich zwischen den beiden Systemen ermöglicht Salesforce Account Engagement den Benutzern:

  • das Generieren und Qualifizieren von hochwertigen Leads

  • die Beschleunigung der Vertriebspipeline

  • die Erstellung maßgeschneiderte Kampagnen und Inhalte und Verfolgung des Kampagnenfortschritts

  • die automatisierte und zentralisierte Verwaltung von Marketing- und GDPR-Zustimmungen

Salesforce Account Engagement ermöglichte somit eine erhebliche Automatisierung der Lead-Generierung und des Lead-Nurturing-Prozesses, die allesamt darauf abzielen, den Wertschöpfungsprozess mit Kunden und qualifizierten Leads zu verbessern.

The Advantages

Global integration strategy

The implementation of a scalable and efficient solution has enabled a global integration strategy that supports the alignment of sales processes in all countries in which the company operates.

Optimisation and reduction of manual activities

Optimisation and reduction of manual activities thanks to the centralisation of information and processes in a single platform that enables the management of sales and customer service and facilitates the retrieval of information via KPIs and dashboards.

Increase in ROI

Increase return on investment (ROI) by focusing on opportunity management, both in terms of leads and orders, using a single master data source for customer information and a unified product catalogue.

Improved flexibility and scalability

Improved flexibility and scalability through a model that decouples the complexity of existing systems. This enables sales to simplify access to different applications, reduce data redundancy and implement a standardised data policy.

The Context

A leading packaging company with a strong presence in Europe decided to increase sales efficiency by standardising sales processes worldwide through the introduction of Salesforce and MuleSoft. These two platforms enabled the company to centrally manage data, customer information and key performance indicators (KPIs) coming from different systems within the organisation: MDM, ERP, logistics tools, DWH as well as other legacy systems geographically distributed across the global enterprise environment.

Arlanis Reply

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Arlanis Reply is a consulting company within the Reply Group specialising in Salesforce solutions. As a long-standing Salesforce partner, Arlanis Reply supports its customers in the successful digitalisation and optimisation of business processes. The range of services extends from consulting and implementation to integration into complex system landscapes. With a team of certified Salesforce experts, Arlanis Reply realises innovative solutions in the areas of CRM, customer experience (CX) and marketing automation. The company relies on Salesforce technologies such as the Sales Cloud, Marketing Cloud, Service Cloud and Data Cloud as well as Mulesoft. Customers benefit from the company's extensive expertise in various sectors, including the automotive, finance, telecommunications and manufacturing industries.