Revamping Sales in Just One Month – Interton & Attention CRM Case Study

How a Market Leader Elevated Its Sales Processes in 30 Days

Interton Group is a Hungarian audiovisual technology company with over 30 years of experience. They specialize in designing, implementing, and maintaining integrated audiovisual, IT, and control systems across sectors such as education, healthcare, government, business, and entertainment.

The company is known for innovative solutions in digital signage, interactive installations, and immersive experiences, including holographic displays. Headquartered in Budapest, Interton Group operates through multiple specialized divisions and has completed hundreds of projects, earning national and international recognition. Their commitment to quality is reflected in certifications and a portfolio of patents.

Organizational restructuring, brand refreshes, and international expansion accompanied this growth. Yet, the new strategy highlighted a clear need: the sales team required a modern, transparent, and motivating system.

The solution? A tailored CRM implementation that transformed Interton’s sales operations in just one month.

Starting Point: Strengths and Challenges

Interton already had a solid professional standing, a significant client base, and experienced salespeople. The challenge wasn’t finding prospects but managing processes efficiently:

• Multiple simultaneous proposals for the same client.
• Manual tracking of proposals and returning customers.
• Commission allocation and approval processes required excessive administration.
• Existing systems did not adequately support project-based operations.

Management realized that taking the company to the next level meant also upgrading the sales organization with data-driven, motivating, and scalable processes.

The New Strategy: Proactive Sales and Clear Processes

A key aspect of the transformation was separating the CEO and sales director roles. Sales received its own strategic focus, centered on:

• Building a new team with a proactive approach.
• Increasing hit rates and implementing a motivational system.
• Establishing a fully new project database and CRM system.

Attention’s consulting team supported this process with a CRM solution tailored specifically to Interton’s needs.

Key Requirements for the CRM System

The requirements were not purely technological—the goal was to align leadership and sales priorities:

• Pipeline transparency: Track proposal stages and winning probabilities.
• Reduced administration: Less time on paperwork, more time with clients.
• Project-based management: Handle multiple participants, proposals, and even currencies per client.
• Motivational support: Automatic commission calculation based on probabilities.
• Mobile approvals: Salespeople could work from anywhere.
• Marketing integration: Build a client database for future campaigns.

Redefining Core Processes

With the new CRM, Interton’s sales process became much clearer:

• Lead capture: Simple, fast, even via an internal web form.
• Mobile approvals: No more delays.
• Opportunity creation: Assign probabilities and commissions.
• Proposal management: Handle parallel proposals, clone versions easily.
• Project mindset: Processes remain clear even with multiple subcontractors.
• Reports and dashboards: Pipeline view for managers, daily task lists for salespeople.

Early Results

The impact was visible shortly after implementation:

• A complete client database, including companies, transactions, and contacts.
• Faster proposal delivery with no lost or forgotten clients.
• A mobile-friendly system supporting daily sales activities.
• Accurate forecasts and a transparent pipeline for management.
• Measurable efficiency increase of 2–4%, ensuring rapid ROI.

Key Takeaway: A CRM is Only as Effective as Its Leadership

Interton’s case highlights that CRM alone is not a magic solution. Success depends on clarifying processes, assigning responsibilities, and motivating the sales team.

As Sándor Vecseri, Interton’s Sales Director, put it:
“A CRM is only as valuable as the way it’s managed.”

Interton’s story demonstrates that when strategy, organization, and technology evolve together, impressive results can be achieved in just one month.