Clextral: choosing Synolia x SugarCRM to support its leadership in extrusion

Extrusion, expertise and excellence are the watchwords at Clextral. This twin-screw extrusion leader manufactures food production lines, safety pumps and drying technologies. The company grows through technological innovation and international expansion: it operates on every continent and sells its production lines in around a hundred countries. So when the time came to structure its sales organization and make it easier to share information across departments, Clextral went looking for a CRM. The winning duo: Synolia x SugarCRM. Here is a look back at this precision project.

Extrusion, expertise and excellence, all the way to sales management

Since it was founded in 1956, Clextral has used twin-screw extrusion technology to serve industries across many sectors: food, animal feed and green industries (paper, bioplastics…). Innovation and international expansion drive its growth. But as the company expanded worldwide, a sales organization built on Excel files reached its limits.

Customer information was not always formalized, and it was not shared between teams, or even between colleagues on the same team… On top of that, the customer data held in the ERP was complex and hard for the sales team to access.

Management then saw the need for a tool to optimize sales processes and align sales and marketing strategy with the reality on the ground.

Alain Martinez, Project Manager and CRM Administrator, was tasked with identifying a CRM solution that could support Clextral’s business and performance goals.

The Clextral brief

A CRM to support Clextral’s business and performance goals.

Synolia x SugarCRM

The SugarCRM solution and Synolia’s support offering were a perfect match for the CRM project manager’s expectations. SugarCRM’s ergonomics, ease of use and user-friendly interface won over Clextral’s teams. The customization options to tailor the solution to their needs sealed the deal.

A CRM project involving the sales, marketing and customer service teams

The SugarCRM project was completed in three months. It started with a series of workshops with the business teams to understand their needs and identify the processes to set up in the tool. The teams were then mobilized to gather and organize existing data, scattered across several tools and several people. This groundwork was essential to lay the foundations of the CRM.

Next, the teams had to take on the challenge of change by making the tool their own. To support this, Synolia ran training sessions for key users, who in turn trained the end users. Clextral also rolled out a communication plan around the tool’s launch and best practices.

The benefits

Since the SugarCRM project went live, the business teams have had full visibility of their installed base of machines. Information is no longer siloed, and every department works from the same complete, up-to-date customer data.

For the sales team, managing quotes and orders is now much easier. As for the marketing team, it can run its email campaigns (thanks to the MailChimp integration) on a reliable customer database.

All in all, the teams have given positive feedback on the tool, especially its ease of use and how it can be customized to their needs. We wish them a long journey with SugarCRM toward their growth and performance goals!