Manufacturing is undergoing a transformation that some refer to as the fourth industrial revolution (or 4IR). Manufacturers say 4IR is about gaining insights to help improve productivity, deliver greater value to customers and remain competitive.

The transformation starts with optimizing existing business processes, but ultimately ambitions will be rooted in winning new business – increasing sales and growing market share. But as consumers demand personalized customer experiences and services, this is driving a shift away from production-centric thinking to a strategy that is more customer-centric. And only the companies that can adapt will continue to thrive.

Many manufacturers are looking at CRM technology as an enabler to this shift, improving the effectiveness of sales, marketing and customer service teams, driving greater operational efficiency and increasing collaboration throughout the entire organization.


From customers and channels insight, to effective account management, to delivering marketing ROI, the benefits of CRM for your sales and marketing teams are plentiful.

With Workbooks CRM, sales teams have easy access to information, deep customer insights and the tools to close deals quickly and efficiently. They get real-time data to drive quick decision-making. Offering a single 360-degree view of your target market and the key segments, what they have, what they want, when and how they want it, across all your distribution channels, it helps you improve cross-sell and up-sell while generating more leads.

Your can market and sell smarter, using all digital and traditional channels. You can manage your distribution channels more effectively, whether you are selling your products direct, via resellers and distributors or online. You can analyze your sales performance by country, channel, sales rep, product line etc. and take appropriate actions. Your sales teams can quickly determine the right solution for customers and easily produce quotes. You can then process and track the status of orders, invoices and payments – all from within CRM – giving you a view of the entire ‘lead-to-cash’ process.

CRM for manufacturing whitepaper

How CRM can help your Manufacturing organisation adapt to the changes?

Benefits of Integrating CRM and ERP

Why integrating CRM and ERP can benefit your business?



Enterprise Resource Planning (ERP) systems do a great job of managing the order-to-invoice process, including manufacturing, bill of materials, stock control, invoicing and accounting, but ERP systems are often poor at supporting the sales and marketing processes within a business, so a best-of-breed approach is often the most successful.

Being able to market to your clients effectively requires you to have transaction data in your ERP and CRM systems, and integration allows you to exploit your existing customer knowledge to full effect. Profiling your existing customers by industry, purchase history and historic revenues, allows your sales and marketing teams to target existing clients for upselling and cross-selling opportunities more effectively. It becomes easy to promote new products to your customers if your marketing team can identify all the clients that bought previous products.

Linking systems together allows a flow of data that can be turned into insights and acted upon quickly.


Most manufacturers understand how important their service department is in driving the right customer experience, but many are still using spreadsheets or paper-based systems to track customer information, including purchase history and service requests. Many still have engineers printing out service tickets to take on customer visits. Now is time to adapt service models to keep up with customers’ needs and expectations… and to push it one step further and make ‘customer service” one of your competitive advantage.

With Workbooks CRM, you can achieve service