CRM with a built-in customer database and decision makers: a case study by banchem.sk, a pool chemical manufacturer (Slovakia)

The fall trend is CRM systems with built-in customer databases. I enjoy working with the younger generation: they grew up in the internet age and didn't live in the days when salespeople would go door-to-door and personally persuade customers to buy. They build communications based on their own instincts, and automation is a natural part of their sales management structure.

Case: banchem.sk

A Slovak manufacturer of swimming pool chemicals. We developed a CRM system that includes not only sales management but also a targeted customer base with decision-maker contacts.

Why not a ready-made CRM?

The client initially came to us with the task of building a custom accounting system, without unnecessary features. Standard off-the-shelf solutions were immediately discarded: maintenance was expensive, plus there were regular monthly fees for users and modules that no one used.

The question that changed everything

During every discussion of the CRM structure, the young sales specialist asked the same question: "Who exactly are we going to sell to?" At first, this question distracted from the system's architecture, but it ultimately determined the outcome: a CRM without a lead database is a filing cabinet, not a sales tool. Therefore, the system includes a built-in target database: companies, segments, decision-maker contacts, and contact history—and the funnel is managed from the first email to delivery.

What does business get?

• One screen: who we're selling to, what stage the deal is at, what's next.
• No subscription fees for “places” – our own system.
• AI assistant for emails, proposal preparation, and reminders.