"Our strategy has been to expand our market to become a national company, and to diversify our range" "We required a solution that would enhance the company’s financial analysis capacities; to provide a more powerful program for managing and supporting the sales team and to integrate production cycles into the overall management process." Sage CRM and Sage ERP X3 have enabled the integration of its regional offices with head office and also give travelling salesmen access to real-time sales data when they are out in the field. The company’s salespeople are now fully equipped to carry out their tasks without having to be in the office.

1. Growth and diversification
thanks to Sage ERP X3,
with the services of
Alianza Informática
Sage CRM
Customer Success
“In recent years, our core development
strategy has been to expand beyond
the Valencia market to become a
national company, and to diversify our
range beyond industrial packaging, to
the point that we now have a portfolio of
more than 20 categories of packaging,
which is also targeted at sectors such
as catering, etcetera,” says Oscar
Teruel, Sales Manager of the firm.
This strategy has led Tecnopacking to
annual growth of 30 percent at a time of
recession, reaching a turnover of 18
million euro in 2010, with forecasts of 22
million euro for the current year, 2011.
The organization acquires its material
mainly from Southeast Asia and the
Middle East, and currently has more
than 4,000 customers, most of them
Spanish. Tecnopacking has a team of
30 staff and 9,000 square metres of
storage. Although the majority of the
goods sold by the company come
ready-made, its own manufacturing
continues to account for 20 percent of
its turnover.
“The significant growth of our business
meant that we really needed to make
progress with regard to the
sophistication of our management
systems,” says Oscar Teruel, Sales
Manager of Tecnopacking.
Tecnopacking is a well-known supplier
of containers and packaging for the
domestic market. The company is
located in the town of Onda in Castellón
and also has a base in Galicia. It covers
all of Spain and Portugal, supplying a
unique range of standardized products
for the most diverse sectors.
Additionally, it also manufactures “made
to measure” products for its customers.
The company was founded in 1989 and
initially underwent sustained growth
within what can be expected in a small
family business. It was in 1992 however,
driven by a new management team, that
Tecnopacking began a significant
process of expansion. This was based
on a major sales effort, innovation and a
genuine passion for improving products
and processes.
Customer
Tecnopacking
Industry
Manufacturing
Location
Spain
Solution
Sage CRM and Sage ERP X3
Results
A powerful capability for extraction and
analysis of information helps decision-
making and avoids duplication of tasks
reducing the margin for error. This has
allowed Tecnopacking to dedicate more
time to developing new business lines
and free up resources in order to grow
its business.
Challenge
Tecnopacking required a solution that
would enhance the company’s financial
analysis capacities; to provide a more
powerful program for managing and
supporting the sales team and to
integrate production cycles into the
overall management process.
Solution
Sage CRM and Sage ERP X3 have
enabled the integration of its regional
offices with head office and also give
travelling salesmen access to real-time
sales data when they are out in the field.
The company’s salespeople are now
fully equipped to carry out their tasks
without having to be in the office.
‘In short, we trust Sage
tools to completely
automate our back-
office and to allow us to
free up resources in
order to grow’
Oscar Teruel,
Sales Manager
sagecrm.com

2. ‘We need the system to
give relevant
information to the sales
team in an easy-to-
access way, so that they
feel fully equipped in
carrying out their tasks’
Oscar Teruel,
Sales Manager
The installation of Sage CRM and its
integration with the ERP was seen as
one of the critical points for the success
of the project. “The sales section
represents half of the workforce,”
explains the Tecnopacking spokesman.
“Our wide range of packaging solutions,
which is continuously evolving, prevents
our salesmen from becoming
specialized in a particular product line,
so we need the system to give them
relevant information in an easy-to
access way, so that they feel fully
equipped in carrying out their tasks.
Another factor to consider is the
significant volume of information that
each individual seller handles, and
whose introduction into Sage CRM will
have to be channelled in such a way
that it can be used throughout the
organization.
Optimization of processes and
decision-making
With this challenge in mind, one of the
priorities in the deployment of Sage
CRM will be “to guarantee a good
user-experience in the sales area,
providing easy access to and handling
of information, as well as actually
compiling this information”, explains
Antonio García, General Director of
Alianza Informática. Its own sales team
and a number of sales representatives
from Tecnopacking will be able to
access the system via the internet,
specifically through netbooks, using a
dashboard designed especially for
them. Another step in the
implementation will be to redefine the
criteria for customer segmentation and
annotation, in order to facilitate any
promotional campaign.
“One of the priorities in the deployment
of Sage CRM will be to guarantee a
good user-experience in the sales area,
providing easy access to and handling
of information.”
As regards Sage ERP X3, one of the
priorities in its deployment will be to
give Tecnopacking more powerful
capabilities for extraction and analysis
of information, to help decision-making.
“We want to improve analytical
accounting, cost and profit analysis and
functionality for exporting information,”
says Oscar Teruel.
Growth requires more professional
management solutions
Prior to acquiring the Sage platform,
Tecnopacking already had an ERP
management system, with which it had
substantially improved its sales
management and established solid
operational efficiencies. “In recent years
however, the significant growth of our
business and products required us to
make progress in terms of more
professional management solutions”,
says Oscar Teruel, Sales Manager of the
company.
Tecnopacking wanted to: to improve its
financial analysis capacities; acquire a
more powerful program for managing
and supporting the sales team; and
integrate the production cycles into the
overall management process, given that
right now they are managed in isolation.
The company began the search for a
new management system at the end of
2010 and, in March 2011, eventually
acquired the Sage ERPX3 and Sage
CRM solutions, to be deployed with the
support of Alianza Informática, an IT
services company and well-known
distributor of Sage in the region.
The installation project began in April
2011 and both solutions should be fully
operational before the end of the year,
with 12 users of the ERP solution and
25 users of the CRM application
between salespersons and
representatives.
“We had very specific requirements and
after reviewing a significant number of
solutions, we found that Sage’s tools
fulfilled them the best,” explains Oscar
Teruel. Sage ERP X3 and CRM
functionality covered 100 percent of its
needs. Moreover, it being a web
solution, it would enable the integration
of the regional offices with head office
and would also enable access for
travelling salesmen.
The good relationship with Alianza
Informática was also decisive in the
choice.
“We are aware that the success of a
technology project depends largely on
the ability and commitment of the
integrator,” says Oscar Teruel. “The
close attention that Alianza Informática
afforded us and the ease with which
they offered solutions to our specific
needs in the pre-sales stage, gave us a
lot of confidence.”
Sage CRM
Customer Success
sagecrm.com

3. “In short, we trust Sage tools to
completely automate our back-office
and to allow us to free up resources in
order to grow”, says Teruel. This makes
a resource like this system a real value
differentiator.
“Finding a family business with such a
clear insight into the value of new
technologies is very rare,” says Antonio
García of Alianza Informática. “We are
very excited about the project and
convinced that it will be a success, not
only because of the quality of the
solution provided, but also because it
has the full support of the entire
organization”.
“We expect Sage solutions to automate
our back-office operations and to free
up resources so we can continue
expanding.”
The company also expects to achieve
significant benefits with the automation
of processes such as treasury
management and invoicing, avoiding
duplication of tasks and reducing the
margin for error.
The deployment of Sage ERP X3 will
also be key in the area of purchasing.
“With this solution, we aim to facilitate
planning, decentralize the decision-
making process and reduce staff’s
day-to-day overhead, so that they can
devote more time to developing new
business lines, while also giving the tool
a system of alerts” says
Tecknopacking’s Sales Manager.
Optimizing warehouse management by
automating stock control is another of
the firm’s goals, and one of the areas
where they expect to gain significant
benefits. Another is the integration of
production. Thanks to its web
capabilities, Sage ERP will allow the
Galicia branch full management
independence.
The new ERP will also integrate quality
assurance, whereas currently it is done
in isolation, and will improve traceability.
Its ‘process planner’ was a welcome
discovery for Tecnopacking, and the
company intends to use it to redefine
roles and responsibilities of employees.
Teruel explains, “we’re all equally
important, it would be great to be a little
freer, making us more agile.”
Sage CRM
Customer Success
sagecrm.com

4. About Sage CRM
Over 15,000 small and medium sized companies across the globe use Sage CRM every day to accelerate sales, drive business productivity and make every
customer interaction count. It is used by enterprising, growing companies seeking new ways to interact with customers, leverage the power of social media
and take advantage of the latest mobile developments to further grow their business. When combined with Sage ERP, our customers enjoy better business
insight, increased efficiencies and productivity, and gain a single, customer-centric view across their entire business. So whether you’re just starting out or
have already grown to several hundred employees, Sage CRM can help accelerate your business success.
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