Focus-On CRM
A unified, industry-specific CRM that connects multi-company sales, engineering, and operations into a single, controlled revenue and execution system.
Partnership Goal
→ Design and build a highly customized CRM platform enabling Samson, Krohne, and Focus-On teams to collaborate on complex industrial IoT valve sales through a shared, structured, and secure workflow.
Service
Custom Web Application
Overview
Focus-On CRM is a custom-built, enterprise CRM platform developed for a joint venture between Samson and Krohne to support the sales and delivery of a next-generation industrial IoT valve.
The platform unifies sales, engineering, commercial, quality, and marketing teams from three organizations into a single system while enforcing strict role-based access, data ownership, and process control.
Scope:
Challenge
Samson, Krohne, and Focus-On operated with independent sales and marketing teams, each using different systems and processes. There was no shared, structured platform to manage leads, RFQs, quotations, and orders for a highly technical joint-venture product, resulting in fragmented ownership and limited traceability.
No common CRM across three collaborating companies
Complex role structures with overlapping responsibilities
Highly technical RFQs requiring parallel commercial and technical inputs
Spreadsheet-driven quotation logic that was error-prone and unscalable
Manual revision handling for technical and commercial quotes
Limited visibility into RFQ, quote, and order status across stakeholders
No unified document system for marketing and quality assets
Solution
We designed a centralized, role-driven CRM specifically for complex industrial sales and engineering workflows. The system enforces process discipline while enabling controlled collaboration across companies, teams, and functions. Every stage, from lead creation to order fulfillment, is structured, traceable, and auditable.
• A single CRM platform shared by Samson, Krohne, and Focus-On • Centralized lead intake with Focus-On ownership and processing • Structured lead qualification and RFQ conversion workflow • RFQ module with separate technical and commercial ownership • Controlled access ensuring only relevant stakeholders can edit RFQs • Advanced quotation engine replicating and extending complex Excel-based calculation logic • Automated generation of technical and commercial quotes • Versioned revision management for both technical and commercial changes • Order management system with full lifecycle tracking • Centralized document repository for marketing and quality teams • Event, workshop, and webinar integration for customer engagement
Process
Team
- 1 Product Manager
- 2 Backend Engineers
- 1 Frontend Engineer
- 1 UX Designer
Technology Stack
Frontend
Backend
Core Systems
Deep Domain Study
Studied industrial valve sales and engineering workflows with all three companies.
Joint Stakeholder Workshops
Conducted workshops with Samson, Krohne, and Focus-On stakeholders.
Process Modeling
Mapped RFQ, quotation, revision, and order lifecycles in detail.
UX for Data Density
Designed for technical accuracy and dense information display.
Iterative Validation
Validated against real quotation and order scenarios.
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Outcome
1. Unified multi-company collaboration
Sales, engineering, and commercial teams across three organizations now operate on a single, structured platform with clear ownership and access control.
2. Elimination of spreadsheet-driven quoting
Complex quotation logic was centralized, automated, and made fully traceable and auditable.
3. Faster and more accurate RFQ processing
Parallel technical and commercial workflows reduced turnaround time, rework, and calculation errors.
4. End-to-end traceability from lead to installation
Every lead, RFQ, quote, revision, and order is tracked through a controlled lifecycle.
5. Scalable foundation for future product lines
The CRM architecture supports additional products, workflows, and partner integrations.
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