German specialty chemicals leader CHT Group has adopted SugarCRM‘s platform to transform its global sales operations. This case study is a useful blueprint for the strategic revenue growth insights that will be explored at the upcoming Manufacturing Revenue Growth Summit in Birmingham on 12 November.
The digital transformation initiative demonstrates how manufacturers can break down silos between sales teams and subsidiaries to create a unified revenue engine. This is a common challenge for revenue leaders managing complex technical sales across multiple markets and product lines.
The Challenge: Fragmented Global Sales
CHT Group‘s global network of 27 companies had previously operated with fragmented sales processes, which could make it difficult to capture and share crucial technical sales knowledge.Â
The company has now centralised its opportunity pipeline management. This enables sales directors and account managers to coordinate strategies across regions while maintaining a view of customer relationships at a global level.
“Staying competitive today requires more than efficiency – it takes intelligence,” said Jörg Pfeilmeier, Head of Sales Excellence at CHT Group. “SugarCRM gives us one platform to connect our data and processes so our entire go-to-market team can act quickly and stay aligned. We’re able to respond faster to shifts in the market and what our customers need.”
This move from fragmented data to a single, unified platform has helped CHT to enhance coordination and decision-making on a global scale. The unified CRM approach addresses key pain points for technical sales teams, including the challenge of maintaining comprehensive customer knowledge across complex industrial relationships. CHT’s 360-degree customer view now enables more targeted account management strategies and improved collaboration between business development executives.
“Manufacturers like CHT face intense pressure to deliver more value with greater agility – tighter margins, rising costs, and complex regulations are the norm,” said James Frampton, SugarCRM‘s Chief Revenue Officer. “Sugar helps industrial organisations turn their customer and product data in their ERP systems into a competitive advantage, making it easier to forecast accurately, make faster customer decisions, and drive sales results.”
By standardising sales and marketing operations globally, CHT has created the foundation for improved pipeline conversion and more effective bid and proposal management.
Join Us to Learn More
For sales directors and account managers attending the Birmingham summit, this partnership demonstrates how digital transformation can unlock key accounts and drive measurable revenue growth across diverse industrial markets, providing a compelling reason to join us and learn more.
These themes align directly with the Manufacturing Revenue Growth Summit‘s focus on helping revenue leaders, engineers, and technical sales professionals drive growth in complex manufacturing sales environments.
