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Customer project

Digital CPQ Preparation with App for Standardised
Customer Capture and Faster Quoting

The app creates a central building block for the digitalised, CPQ-adjacent sales process. Complex customer requirements are captured in a standardised, mandatory-field-driven and internationally scalable way –
as the connecting element between the customer conversation, CRM and subsequent quoting logic.

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Business Activity

The company is an internationally operating technology partner and solution provider for the processing and packaging of food, medical and pharmaceutical products, as well as consumer and industrial goods. Headquartered in Europe, it has been active in the market for more than 60 years and operates more than 80 locations in over 160 countries worldwide.

"With this solution we have taken a decisive step away from paper-based and inconsistent sales processes. Particularly valuable for us is that customer requirements can now be captured in a structured, complete and significantly more efficient way. This reduces rework, speeds up handover to the CRM and creates the foundation for an end-to-end digital quoting process."

Digitalization Project Lead

The Project in Detail

Application

An app was developed for the company to digitally capture customer requirements, structuring and standardising the pre-sales process of a CPQ solution. The app acts as the digital front end for recording complex customer requirements, maps them into a unified schema and automatically transfers the base data into the CRM. Depending on the module and implementation stage, the data is subsequently handed over to a connected calculation and quoting system for costing and quote generation.

As of the November 2025 project status, 109 users were already live, with around 50 more in planning and more than 350 users envisaged in the long term. At the same time, 10 subsidiaries were live, 2 more in planning, and all approximately 80 subsidiaries forming the long-term target picture.

Starting point

Before the project, the sales capture and quoting process was heavily shaped by paper, Excel, PDFs and locally divergent workflows. Each subsidiary operated differently, causing media breaks, manual rework effort and inconsistent data quality. Changes to process lines or machine configurations required new paper forms, which were not always fully available during a customer visit. Specialists did not always have all relevant documents to hand, leading to follow-up queries, delays and a less-than-modern impression with customers.

Added to this was a heterogeneous system landscape: across more than 80 subsidiaries, different CRM structures are in use, while the bridge from the CRM to the calculation and quoting system existed only partially or not at all. Customer data therefore had to be captured, supplemented, scanned or maintained multiple times. Between the customer visit and a dispatchable quote, unnecessarily long lead times were the result.

  • Paper-, Excel- and PDF-driven capture during customer visits
  • Locally divergent workflows across subsidiaries
  • Missing or incomplete forms for new machine or process variants
  • Heterogeneous CRM landscape across more than 80 subsidiaries
  • Only partial bridge from the CRM to the calculation system
  • Repeated capture, scanning and manual maintenance of customer data
  • Long lead times between customer visit and completed quote
Solution

With the new solution, the previously manual capture process was transferred into a standardised, digital framework. Instead of unstructured notes or individual Excel spreadsheets, the sales teams now work with a unified schema of standard fields, mandatory information and context-dependent rules. Around 150 base fields are captured in a structured way and transferred automatically to the CRM. From there – depending on the implementation stage of the respective module – the data is forwarded to the connected calculation and quoting system, where it is enriched for the actual quote calculation.

A key feature is the dynamic, mandatory-field-driven data capture. Depending on segment, application code, customer item and process requirements, only the fields relevant to the specific use case are displayed. Up to five customer items per form can be pre-configured, search criteria configured flexibly, and content copied to further pages to significantly speed up the capture of similar items.

The core solution components:

  • Unified schema with standard and mandatory fields
  • Dynamic, context-dependent display of relevant fields
  • ~150 structured base fields with automated CRM transfer
  • Prospective handover to the calculation and quoting system
  • Pre-configurable customer items (up to five per form)
  • Flexible search criteria and copyable content for similar items
  • Consolidation of product, packaging and packaging material specifications
  • Summary on the completion page, PDF/Excel export
  • Automatic opportunity synchronisation and internal and external forwarding
  • Prioritisation of the core machine and process areas (approximately 70% of market volume)
Benefits

With the solution, the company was able to make the pre-sales process for quoting significantly more structured, faster and more reliable. Instead of paper stacks, Excel lists and repeated manual rework, a digital capture logic is now in place that guides users through the relevant mandatory fields and substantially improves the data foundation for the CRM and quoting process.

  • Significantly fewer media breaks between customer visit, CRM and quoting
  • Standardised capture instead of paper- and Excel-based workarounds
  • Higher data quality through mandatory fields and validation logic
  • Fewer follow-up queries and coordination loops between sales and specialist departments
  • Faster transfer of structured base data into the CRM
  • Better scalability across subsidiaries and process modules
  • More professional appearance during customer visits through digital, guided capture
  • Prospective end-to-end handover to the calculation system as a CPQ/quoting process
Business Impact

The economic leverage of the solution lies primarily in the drastic reduction of manual post-processing and in the improved completeness of the captured information. Previously, 4 to 5 hours of rework were frequently required per order – for example for scanning, retyping, opportunity creation, data preparation and internal coordination. In standardised cases, this effort can be reduced with the app to just a few minutes for review and further processing.

0-0hPrevious post-processing effort per sales order – now reduced to just a few minutes
0Users live; 50 more in planning, more than 350 envisaged long-term
0/0Subsidiaries live; all 80 subsidiaries form the long-term target picture
Further benefits
Massive reduction in manual post-processing effort per sales order
Significantly faster conversion of customer visits into CRM and quoting processes
Lower error rate through validated and mandatory-field-driven data capture
Less rework through more complete information on first submission
Higher productivity in sales and in the involved specialist departments
Better international scalability through standardisation across subsidiaries

In addition, a clear scaling effect arises from the international rollout: as of the documented project status, 109 users were already live, around 50 more in planning and more than 350 envisaged long-term. The benefit therefore grows not only per order, but also across the breadth of the organisation.

Strategic Value

With this solution, the company has not merely introduced a standalone sales app – it has created a central building block for the digitalisation of the CPQ-adjacent sales process. The strategic value lies in the fact that customer data capture is no longer local, paper-based and heterogeneous, but is instead transferred into a standardised, internationally scalable model.

Especially in an organisation with many subsidiaries, different CRM contexts and complex process lines, this is a significant lever: the solution creates a shared data foundation, relieves specialists, improves professionalism in the customer dialogue and prepares information so that it can be systematically processed further in the CRM and calculation system. In this way, the app becomes the connecting element between the sales conversation, the CRM and the subsequent quoting logic.

At the same time, the solution is not conceived as a static standalone product, but as a further expandable platform: a PDF generator, deeper integration with Marketing Automation, additional sales and service use cases, extended database search, as well as Speech2Structure and further AI capabilities are already laid out as development directions.

Business Impact

The economic leverage of the solution lies primarily in the drastic reduction of manual post-processing and in the improved completeness of the captured information. Previously, 4 to 5 hours of rework were frequently required per order – for example for scanning, retyping, opportunity creation, data preparation and internal coordination. In standardised cases, this effort can be reduced with the app to just a few minutes for review and further processing.

0-0hPrevious post-processing effort per sales order – now reduced to just a few minutes
0Users live; 50 more in planning, more than 350 envisaged long-term
0/0Subsidiaries live; all 80 subsidiaries form the long-term target picture
Further benefits
Massive reduction in manual post-processing effort per sales order
Significantly faster conversion of customer visits into CRM and quoting processes
Lower error rate through validated and mandatory-field-driven data capture
Less rework through more complete information on first submission
Higher productivity in sales and in the involved specialist departments
Better international scalability through standardisation across subsidiaries

In addition, a clear scaling effect arises from the international rollout: as of the documented project status, 109 users were already live, around 50 more in planning and more than 350 envisaged long-term. The benefit therefore grows not only per order, but also across the breadth of the organisation.

Strategic Value

With this solution, the company has not merely introduced a standalone sales app – it has created a central building block for the digitalisation of the CPQ-adjacent sales process. The strategic value lies in the fact that customer data capture is no longer local, paper-based and heterogeneous, but is instead transferred into a standardised, internationally scalable model.

Especially in an organisation with many subsidiaries, different CRM contexts and complex process lines, this is a significant lever: the solution creates a shared data foundation, relieves specialists, improves professionalism in the customer dialogue and prepares information so that it can be systematically processed further in the CRM and calculation system. In this way, the app becomes the connecting element between the sales conversation, the CRM and the subsequent quoting logic.

At the same time, the solution is not conceived as a static standalone product, but as a further expandable platform: a PDF generator, deeper integration with Marketing Automation, additional sales and service use cases, extended database search, as well as Speech2Structure and further AI capabilities are already laid out as development directions.