Case Study: Implementation of a Sales Enablement Platform at a B2C E-Commerce Company

Initial Situation & Objectives

A rapidly growing B2C e-commerce company with a strong online presence across the DACH region approached us to optimize its sales performance and customer lifecycle management. The company had recently expanded its product portfolio and scaled its marketing efforts but faced increasing complexity in sales operations, customer segmentation, and conversion tracking.

Despite a robust order volume, sales processes were fragmented, CRM usage was inconsistent, and data-driven decision-making was limited. The goal was to implement a scalable, cloud-based sales platform that would streamline lead management, enable personalized customer engagement, and provide transparency across the entire sales funnel. The solution needed to integrate seamlessly with existing systems (ERP, webshop, and marketing automation tools) and be adaptable to future international expansion.

Analysis & Methodology

We initiated the project with a comprehensive analysis of the company's current sales processes, systems architecture, and organizational readiness for digital transformation. Key areas of focus included:

• Mapping of the existing customer journey, including touchpoints, conversion rates, and churn indicators

• Evaluation of the current tech stack and data flows across departments (Sales, Marketing, Customer Service)

• Identification of operational bottlenecks, redundancies, and missed cross- and upselling opportunities

• Stakeholder interviews to understand user needs, pain points, and desired future capabilities

In parallel, we defined strategic and operational requirements for the new sales platform. This included user roles and permissions, integration interfaces, localization needs, reporting and analytics functions, and scalability for additional markets.

A shortlist of leading SaaS-based CRM and sales enablement platforms was created. Each was evaluated based on technical compatibility, licensing models, modularity, implementation effort, and vendor support.

Recommendations & Action Plan

Based on the analysis, we developed a comprehensive rollout strategy structured into four key workstreams:

1. Platform Selection & Implementation

• Recommendation of a cloud-native CRM & sales automation platform (Salesforce Commerce Cloud)

• Phased implementation plan including sandbox testing, data migration, and user training

• Integration roadmap with webshop, ERP, and customer support systems

2. Sales Process Redesign

• Standardization and automation of the lead-to-order process

• Implementation of dynamic customer segmentation and behavior-based scoring

• Setup of personalized campaign triggers and follow-up mechanisms

3. Data & Performance Management

• Development of a unified sales dashboard with real-time KPIs (conversion rates, AOV, CAC, LTV)

• Establishment of regular performance reviews and pipeline health checks

• Setup of A/B testing infrastructure for continuous sales optimization

4. Change Management & Enablement

• Change communication strategy and onboarding sessions for key stakeholders

• “Train-the-trainer” program for internal champions

• Documentation of best practices and creation of a sales playbook

Results & Impact

Within four months of implementation, the company reported a measurable uplift in sales efficiency and conversion rates:

• +18% increase in average conversion rate across key product categories

• +12% reduction in customer acquisition costs through improved targeting and segmentation

• 360° customer view enabled improved personalization and retention strategies

• Unified dashboards facilitated real-time decision-making and improved forecasting accuracy

The project laid the foundation for a scalable sales infrastructure, enabling the company to enter new markets faster, manage customer relationships more effectively, and drive sustainable revenue growth.