Sage CRM success story - Tecnopacking

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Growth and diversification thanks to Sage ERP X3, with the services of Alianza Informática Customer Tecnopacking Industry Manufacturing Location Spain Solution Sage CRM and Sage ERP X3

“The significant growth of our business meant that we really needed to make progress with regard to the sophistication of our management systems,” says Oscar Teruel, Sales Manager of Tecnopacking.

Tecnopacking is a well-known supplier of containers and packaging for the domestic market. The company is located in the town of Onda in Castellón and also has a base in Galicia. It covers all of Spain and Portugal, supplying a unique range of standardized products for the most diverse sectors.

Additionally, it also manufactures “made to measure” products for its customers.

The company was founded in 1989 and initially underwent sustained growth within what can be expected in a small family business. It was in 1992 however, driven by a new management team, that Tecnopacking began a significant process of expansion. This was based on a major sales effort, innovation and a genuine passion for improving products and processes.

‘In short, we trust Sage tools to completely automate our backoffice and to allow us to free up resources in order to grow’ Oscar Teruel, Sales Manager

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Challenge Tecnopacking required a solution that would enhance the company’s financial analysis capacities; to provide a more powerful program for managing and supporting the sales team and to integrate production cycles into the overall management process.

Solution Sage CRM and Sage ERP X3 have enabled the integration of its regional offices with head office and also give travelling salesmen access to real-time sales data when they are out in the field.

The company’s salespeople are now fully equipped to carry out their tasks without having to be in the office.

“In recent years, our core development strategy has been to expand beyond the Valencia market to become a national company, and to diversify our range beyond industrial packaging, to the point that we now have a portfolio of more than 20 categories of packaging, which is also targeted at sectors such as catering, etcetera,” says Oscar Teruel, Sales Manager of the firm.

This strategy has led Tecnopacking to annual growth of 30 percent at a time of recession, reaching a turnover of 18 million euro in 2010, with forecasts of 22 million euro for the current year, 2011.

The organization acquires its material mainly from Southeast Asia and the Middle East, and currently has more than 4,000 customers, most of them Spanish. Tecnopacking has a team of 30 staff and 9,000 square metres of storage. Although the majority of the goods sold by the company come ready-made, its own manufacturing continues to account for 20 percent of its turnover.

Results A powerful capability for extraction and analysis of information helps decisionmaking and avoids duplication of tasks reducing the margin for error. This has allowed Tecnopacking to dedicate more time to developing new business lines and free up resources in order to grow its business.

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‘We need the system to give relevant information to the sales team in an easy-toaccess way, so that they feel fully equipped in carrying out their tasks’ Oscar Teruel, Sales Manager

Growth requires more professional management solutions Prior to acquiring the Sage platform, Tecnopacking already had an ERP management system, with which it had substantially improved its sales management and established solid operational efficiencies. “In recent years however, the significant growth of our business and products required us to make progress in terms of more professional management solutions”, says Oscar Teruel, Sales Manager of the company.

The installation of Sage CRM and its integration with the ERP was seen as one of the critical points for the success of the project. “The sales section represents half of the workforce,” explains the Tecnopacking spokesman.

“Our wide range of packaging solutions, which is continuously evolving, prevents our salesmen from becoming specialized in a particular product line, so we need the system to give them relevant information in an easy-to access way, so that they feel fully equipped in carrying out their tasks.

Tecnopacking wanted to: to improve its financial analysis capacities; acquire a more powerful program for managing and supporting the sales team; and integrate the production cycles into the overall management process, given that right now they are managed in isolation.

Another factor to consider is the significant volume of information that each individual seller handles, and whose introduction into Sage CRM will have to be channelled in such a way that it can be used throughout the organization.

The company began the search for a new management system at the end of 2010 and, in March 2011, eventually acquired the Sage ERPX3 and Sage CRM solutions, to be deployed with the support of Alianza Informática, an IT services company and well-known distributor of Sage in the region.

Optimization of processes and decision-making With this challenge in mind, one of the priorities in the deployment of Sage CRM will be “to guarantee a good user-experience in the sales area, providing easy access to and handling of information, as well as actually compiling this information”, explains Antonio García, General Director of Alianza Informática. Its own sales team and a number of sales representatives from Tecnopacking will be able to access the system via the internet, specifically through netbooks, using a dashboard designed especially for them. Another step in the implementation will be to redefine the criteria for customer segmentation and annotation, in order to facilitate any promotional campaign.

The installation project began in April 2011 and both solutions should be fully operational before the end of the year, with 12 users of the ERP solution and 25 users of the CRM application between salespersons and representatives.

“We had very specific requirements and after reviewing a significant number of solutions, we found that Sage’s tools fulfilled them the best,” explains Oscar Teruel. Sage ERP X3 and CRM functionality covered 100 percent of its needs. Moreover, it being a web solution, it would enable the integration of the regional offices with head office and would also enable access for travelling salesmen.

The good relationship with Alianza Informática was also decisive in the choice.

“We are aware that the success of a technology project depends largely on the ability and commitment of the integrator,” says Oscar Teruel. “The close attention that Alianza Informática afforded us and the ease with which they offered solutions to our specific needs in the pre-sales stage, gave us a lot of confidence.”

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“One of the priorities in the deployment of Sage CRM will be to guarantee a good user-experience in the sales area, providing easy access to and handling of information.”

As regards Sage ERP X3, one of the priorities in its deployment will be to give Tecnopacking more powerful capabilities for extraction and analysis of information, to help decision-making.

“We want to improve analytical accounting, cost and profit analysis and functionality for exporting information,” says Oscar Teruel.

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The company also expects to achieve significant benefits with the automation of processes such as treasury management and invoicing, avoiding duplication of tasks and reducing the margin for error.

“In short, we trust Sage tools to completely automate our back-office and to allow us to free up resources in order to grow”, says Teruel. This makes a resource like this system a real value differentiator.

The deployment of Sage ERP X3 will also be key in the area of purchasing.

“With this solution, we aim to facilitate planning, decentralize the decisionmaking process and reduce staff’s day-to-day overhead, so that they can devote more time to developing new business lines, while also giving the tool a system of alerts” says Tecknopacking’s Sales Manager.

“Finding a family business with such a clear insight into the value of new technologies is very rare,” says Antonio García of Alianza Informática. “We are very excited about the project and convinced that it will be a success, not only because of the quality of the solution provided, but also because it has the full support of the entire organization”.

Optimizing warehouse management by automating stock control is another of the firm’s goals, and one of the areas where they expect to gain significant benefits. Another is the integration of production. Thanks to its web capabilities, Sage ERP will allow the Galicia branch full management independence.

“We expect Sage solutions to automate our back-office operations and to free up resources so we can continue expanding.”

The new ERP will also integrate quality assurance, whereas currently it is done in isolation, and will improve traceability.

Its ‘process planner’ was a welcome discovery for Tecnopacking, and the company intends to use it to redefine roles and responsibilities of employees.

Teruel explains, “we’re all equally important, it would be great to be a little freer, making us more agile.”

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About Sage CRM Over 15,000 small and medium sized companies across the globe use Sage CRM every day to accelerate sales, drive business productivity and make every customer interaction count. It is used by enterprising, growing companies seeking new ways to interact with customers, leverage the power of social media and take advantage of the latest mobile developments to further grow their business. When combined with Sage ERP, our customers enjoy better business insight, increased efficiencies and productivity, and gain a single, customer-centric view across their entire business. So whether you’re just starting out or have already grown to several hundred employees, Sage CRM can help accelerate your business success.

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