Aligning Marketing, Sales, and Service with SAP Hybris at GEA Group

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WMS

Aligning Marketing, Sales, and Service with SAP Hybris at GEA Group

Case study showing how GEA Group unified fragmented CRM processes using SAP Hybris to create a single customer data source for marketing, sales, and service teams.

Published

June 4, 2026

Read time

3 min read

Source

SAP

GEA Group, a global supplier of process technology for food and industrial sectors, replaced multiple CRM systems with SAP Hybris Sales Cloud, Marketing Cloud, and related tools. The project delivered a central, mobile-accessible repository of customer interactions, enabling consistent data across 17,000 employees in multiple countries. Results include faster request handling, improved cross-functional visibility, and stronger compliance with data protection requirements.

Key takeaways

Replaced fragmented CRM landscape with one harmonized system for marketing, sales, and service

Created a single, continuously updated source for all customer data and interactions

Enabled mobile access to customer information online and offline during field visits

Improved response times and customer satisfaction through unified front- and back-office processes

Maintained high data security and seamless integration with existing SAP ERP backend

Market overview

SCR methodology note

Vendor landscape

Leaders

Implementation considerations

Important consideration

Original Source

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