Elematic partners with Ceili to elevate sales, marketing, and customer experience and build scalable processes on Salesforce
Elematic Oyj is a global leader in precast concrete technology. With over 65 years of experience, the company designs, manufactures, and supplies high-quality machinery, equipment, automation solutions, software, and services for the precast concrete industry. Elematic’s solutions cover the entire precast concrete production process, from design and manufacturing to delivery and installation, enabling customers to increase productivity, sustainability, and profitability.
Elematic’s technology has enabled hundreds of thousands of building projects in over 100 countries, with customers on all continents. Today, Elematic employs well over 300 professionals worldwide. To enable globally scalable sales and marketing processes and exceed customer expectations, Elematic chose the Salesforce environment, and Ceili was selected to implement and develop it with Elematic.
In summary, Elematic’s wishes for the new CRM system were:
- Supports sales and marketing, and develops customer experience
- Provides a 360-degree view of customer relationships
- Offers clear segmentation capabilities
- Includes a user-friendly and intuitive interface
What did Elematic’s Salesforce implementation project include and how was it carried out?
The implementation of the new CRM system (Salesforce) was planned to be done in phases. First, the main priorities were defined and primarily only the most essential functionalities were implemented in Salesforce. This way the system could be taken into use as quickly as possible. From the very beginning, it was clear for everyone that the system would be further developed after the initial rollout.
The implementation project included the deployment of Sales Cloud (the sales tool), Experience Cloud (the agent portal), and Marketing Cloud Account Engagement (the marketing tool). On the integration side, an integration was built between the website platform WordPress and the marketing platform Account Engagement. With WordPress integration Form submissions would flow directly into Salesforce.
What processes and use cases will Elematic utilize these Clouds for?
- Sales Cloud (Sales):
- Enabling a 360-degree customer view.
- Managing both project sales and service sales on the same platform. Elematic’s offers, for example, maintenance consulting and spare parts, handled by different sales teams, who need to be aware of each other’s open, upcoming, and completed deliveries.
- Supporting the customer throughout the sales process and in decision-making.
- Collecting and centralizing market and competitor insights.
- In addition to the sales pipeline, a gate model for sales was modeled and implemented in Salesforce. In the gate model, the progress of a sales opportunity is assessed at predetermined points/checkpoints.
- Experience Cloud (Agent Portal):
- Centralized communication with sales agents worldwide through the agent portal.
- Agents can also, for example, register new leads through the portal to Elematic, enabling two-way communication.
- Marketing Cloud Account Engagement (Marketing):
- Elematic’s aims with Account Engagement: moving from one off campaigns and newsletters to always-on lead generation and nurturing:
- Generate leads:capture website leads and send them instantly to sales with scoring and qualification.
- Deliver content and nurture leads: share gated materials and automatically follow up with downloaders.
- Accelerate sales pipeline: qualify leads faster and give sales teams clear insights into prospect activity.
- Manage data & consents globally: ensure GDPR compliance and provide shared tools for marketing teams in different countries.
- Scale campaigns efficiently: use templates and automation to roll out campaigns quickly across markets
- Automate event marketing: manage registrations, reminders, and follow-up at scale for trade fairs and company events.
- Elematic’s aims with Account Engagement: moving from one off campaigns and newsletters to always-on lead generation and nurturing:
What were the most significant benefits of the Salesforce implementation from the perspective of different roles?
- Sales and Agent Sales:
- Centralized and shared communication with agents. For example, lead-related discussions take place in the Lead record’s Chatter in Salesforce instead of separate emails or other communication platforms.
- By unifying project and service sales on one platform, Elematic gains a complete 360-degree view of each customer which enables seamless collaboration between teams, better decision-making, and consistent customer support throughout the lifecycle. Centralizing data, insights, and a structured gate model in Salesforce not only improves transparency and forecasting accuracy but also strengthens sales predictability and long-term revenue growth.
- Customer Experience:
- Improved visibility and information sharing between project sales and service sales (customer 360 view), enabling Elematic to better exceed customer expectations.
- Marketing:
- With Account Engagement, Elematic can move from one-off campaigns to a continuous, data-driven marketing approach that captures, qualifies, and nurtures leads automatically across all markets and business units. This always-on model accelerates the sales pipeline, ensures compliance, and enables scalable, consistent customer engagement worldwide.
How did the collaboration with Ceili go?
“Our previous CRM system no longer met our needs in terms of sales functions, so we set out to find a new system. It was clear from the beginning that the choice would be made between the so-called big players. After reference visits, the choice was made in favor of Salesforce. Salesforce’s versatile features enable us to support both our solution and service businesses. Getting a 360-degree view of the customer and the ability to follow the entire sales path were particularly important to us. Salesforce also enabled us to implement a new, globally uniform sales process. We chose Ceili as our partner because of the good feedback we received from other customers. The cooperation with Ceili has gone well and they implemented our Salesforce solution professionally and on schedule. Post-project work requests have also been handled quickly. It is a pleasure to work with Ceili’s experts.”
“In this project, the phased implementation worked well. It was clearly communicated to all parties right from the start. So, it was clear to everyone that version one would be delivered first, after which development would continue actively based on the next priorities. In other words, there was no attempt to get everything done at once, but instead the focus was placed on the essential aspects in a structured way.”
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