Unzer faced a classic but highly complex challenge: an outdated CRM platform, two CRM systems running in parallel, organizational structures and customer portfolios inherited through multiple acquisitions, and increasing pressure from investors all made a fundamental redesign of the CRM landscape essential. At the same time, the demands of Marketing, Sales, Key Account Management, and SME Marketing continued to grow.
The existing systems could no longer support these requirements. Customers were contacted multiple times, cross-selling opportunities were missed, and end-to-end transparency in sales management was lacking. More than ten key stakeholders had different expectations, perspectives, and priorities, making it impossible to reach a sustainable, future-oriented decision without first establishing a common foundation.
Starting from the needs of the commercial organization, a structured CRM selection and decision-making process was designed. Through collaborative workshops and targeted one-on-one interviews, requirements were captured in detail, conflicting priorities were made transparent, and consolidated into a shared set of objectives. On this basis, twelve potential CRM solutions were systematically evaluated against clearly defined success and risk criteria, always with a strong focus on practical implementation and organizational fit.
Alongside the system evaluation, existing sales processes were mapped, pain points across the different business areas were analyzed, and translated into a robust target operating model. Through structured facilitation and a transparent decision-making approach, all relevant stakeholders were actively involved and aligned behind the outcome.
The result was a clear CRM recommendation that not only met the technological requirements but also laid the foundation for a consistent, customer-centric sales organization. At the same time, the project created a shared understanding of processes, roles, and governance, an important step toward building a learning organization with lasting change capability.
