Manupackaging’s CRM Transformation with Salesforce

Initial Challenges: Managing Excel Spreadsheets and Information Flow

According to Gábor Somogyi, Commercial Director at Manupackaging Hungary, the company was initially reliant on Excel spreadsheets, which grew increasingly unmanageable as the business expanded. Somogyi explains, “Everything was fine, but as we grew, the spreadsheets became larger and harder to handle. Additionally, information was getting lost between teams, departments, and colleagues.”

The Search for an Efficient CRM Solution

Manupackaging sought a CRM system that could replace the manual processes and numerous Excel sheets while making data easier to manage, more transparent, and reportable. After 3-4 years of research and testing, the team decided on Salesforce. “When we saw the Salesforce demo, I immediately thought, ‘Wow! This is it,'” Somogyi recalls.

Why They Chose Salesforce Over Other Solutions

The company needed a CRM system that didn’t require excessive manual work. Somogyi recalls, “When we asked if something could be done with Excel exports, we were told that it was possible, but we quickly ruled that out.” Salesforce stood out by offering a solution that could be customized, providing professional advice and support throughout the process. “The Attention team didn’t suggest exporting or importing data into Excel. Instead, they demonstrated how everything could be accessed directly within the system,” Somogyi explains.

Salesforce’s Impact on Manupackaging

Today, Salesforce supports not only the sales team but also the marketing department. “Primarily, it’s designed to support sales—field representatives, myself, and the CEO,” says Somogyi. It’s also used by procurement, where communication about business opportunities happens directly in the system. “The system enables us to track everything, from business meetings to opportunity creation and follow-ups. We can create and send proposals, track tasks, and monitor each step in the process.”

From a marketing perspective, Salesforce helps to better segment customers and target the right audience for newsletters or bulk offers. The transition from the old system has made problem-solving more efficient, with clearer insights and greater control over the sales process. Somogyi notes, “The positive side is that I can now read every report from every business meeting, which gives me better insights and allows me to provide guidance on projects.”

Improved Efficiency and KPI Analysis

A significant improvement is the time saved in KPI analysis. What used to take a full Monday morning is now instantly available on the Salesforce dashboard, showing real-time updates and detailed reports on sales activities, broken down by representative.

Mobile Functionality: Enhancing Sales Productivity

Manupackaging also prioritized mobile functionality, ensuring that salespeople could access all information on-the-go. “In today’s world, it’s not about writing notes and waiting until you get back to the office,” says Somogyi. “Salespeople can record everything during meetings, and even refine the data on their way back to the car. They have immediate access to detailed customer information, including invoices, margins, and open debts.”

Conclusion: A Seamless Integration with Salesforce

Looking back, Somogyi says there’s not much he would change. He firmly believes that if something doesn’t work, the problem isn’t with the system but with local implementation. “The CRM is only as good as the data input,” he explains, comparing Salesforce to a personal assistant that manages tasks and keeps everything organized for the salesperson. The key is ensuring that salespeople see it as an advantage, not just an additional administrative burden.

In retrospect, Somogyi acknowledges that there were a few initial challenges, but the benefits now far outweigh them. “The daily operations have become simpler and more transparent, and while I can’t quantify the monetary impact, it’s priceless,” he concludes. “If I had to implement a CRM system again, without a second thought, it would be Salesforce, and almost certainly with Attention.”