Success Story: MACO experience with digital sales management

How MACO and SYBIT use SAP Sales Cloud V2 to turn sales complexity into a competitive advantage 

At first glance, window and door fittings may not seem like a digital business model. At MACO, however, the reality has long been different. The Austrian manufacturer not only develops and produces fittings for windows, doors and sliding elements, but also supports its customers with digital services, configurators, machine interfaces and data-driven applications. With around 2,600 employees, 16 sales subsidiaries and a presence in more than 40 markets, MACO is one of the world‘s leading providers in its industry. As the business became more international, one central challenge grew with it: how can transparency and control be created across markets, products and customers when each sales organisation has its own requirements and complexity continues to increase? For MACO, the answer was clear: growth, internationalisation and the increasing digitalisation of the industry require a shared data foundation and standardised sales processes - without sacrificing the specific characteristics of the business model. 

The challenge: Creating the right view of data 

MACO has a highly complex product portfolio. This level of granularity is essential for production. For sales, however, it creates a problem: the data exists, but is often not available at the level at which sales decisions are made. One example: while production systems manage individual components, hinges, rails or screws, sales needs a view of product groups, market potential and business opportunities. Until now, this was not available. The key open question for sales was therefore: which additional potential can still be developed with a customer? At the same time, different markets worked with different approaches and data structures. For an internationally active organisation, it became increasingly important to establish a common language for products, customers and sales opportunities. 

From a CRM system to a central sales platform 

MACO and SYBIT deliberately rejected this either-or choice. Together, they developed a new data and sales platform that combines the best of both worlds: around 90 per cent of requirements were implemented consistently using standard processes. The remaining 10 per cent were added selectively where they deliver immediate business value and make a real difference in day-to-day sales. The technological foundation is a modern SAP landscape built around SAP Sales Cloud V2 and SAP Business AI Platform (formerly SAP BTP). Together, these solutions form the basis for a new, active working platform for sales. Information is no longer merely captured; it is used purposefully to identify potential, support decisions and steer sales activities. 
 

Today, the new platform supports sales with, among other things:

• mobile use by field sales teams 
• close Outlook integration 
• a central hub for sales-relevant data 
• greater transparency around customer potential 
• the integration of different data sources 
• consistent sales management across national and organisational boundaries

The result is a scalable sales platform that enables standardisation while retaining enough flexibility to reflect the specific requirements of an internationally active market leader.