Building Dealer Network Management in SAP for a Heavy Equipment Manufacturer

"We had been flying blind in APAC for years. Celumai built us a system where we can see the whole market, not just what dealers choose to tell us."

— VP Asia-Pacific Sales, Heavy Equipment Manufacturer

Dealers managed their own customer relationships with no data sharing obligation. The manufacturer had no view of end-customer demand, could not accurately forecast production, and discovered territory conflicts only after deals had been lost. An estimated $4.2M in annual revenue was lost to undetected conflicts.

We built a dealer portal integrated with SAP CRM that allowed dealers to register opportunities, share pipeline data, and access product availability in real time. Territory management rules were encoded in SAP, with conflict detection alerting both the manufacturer and the dealer before conflicts escalated. A live dealer performance dashboard replaced the quarterly Excel reports.

Territory conflict rate dropped by 87% in the first year. Manufacturer pipeline visibility increased from 12% to 78% of total market opportunity. Production forecasting accuracy improved by 34% based on real demand data.

Is this familiar?

SAP challenges in Manufacturing — what we see most often

Businesses in Manufacturing running SAP often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. SAP is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in SAP implementations and rescues for Manufacturing businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.