HAHN+KOLB: How the Tool Wholesaler Increases ROI from SAP Sales Cloud with snapADDY Solutions
Caroline Kuntz, Customer Manager at HAHN+KOLB Werkzeuge GmbH, understands the challenges of modern sales firsthand. She has been responsible for customer management and sales control at HAHN+KOLB for nine years. One of her biggest issues was the quality of data in the CRM system: incomplete contact details, such as missing job titles and departments, or manual data maintenance processes that consumed valuable time. However, since the implementation of snapADDY DataQuality, she has been able to realize her vision of comprehensive customer management even more effectively.
The Sales Strategy Killer: Incomplete and Inaccurate CRM Data
HAHN+KOLB is an internationally active tool wholesaler and service provider based in Ludwigsburg and part of the Würth Group. With nearly 500 employees in Germany — around 350 of them in sales and marketing — the company thrives on direct customer contact, generating a flood of relevant data every day. But this was precisely where the problem lay:
- Some companies in the CRM system had no specific contacts listed.
- Existing contact data was incomplete: job titles and departments were missing, and email addresses were outdated.
- Strategic sales management could not fully unfold its potential.
The Solution: Automated Data Enrichment with DataQuality
The solution came unexpectedly: A call from snapADDY introduced HAHN+KOLB to the snapADDY DataQuality software. The idea of bringing order to the data chaos through automated collection and enrichment sounded promising. But would the big promises be fulfilled?
How exactly does DataQuality work?
snapADDY DataQuality automates CRM data maintenance on multiple levels. The solution captures and analyzes incoming emails—fully compliant with data protection regulations—and automatically detects whether new contacts need to be added or existing ones need updating. Using intelligent algorithms, the tool enriches missing information such as department, job title, and email address—sourced, for example, from email signatures. At the same time, it pulls basic master data from public sources like LinkedIn, company directories, and commercial registers. Web forms can also be integrated as data sources.
By integrating with existing CRM systems like SAP Sales Cloud, the process runs seamlessly in the background. Additionally, DataQuality automatically detects duplicates, ensuring a clean data foundation. This not only saves time but also significantly increases the efficiency of sales and marketing activities.
After initial discussions with their IT department, it quickly became clear: integrating the tool with SAP Sales Cloud was feasible. The implementation process required fine-tuning, particularly to optimize matching criteria for automatically assigning data to contacts and companies. "We were demanding and wanted a 100% solution," says Caroline Kuntz. "So, we developed a set of rules to determine when a data record is considered new and when existing records should be overwritten or just supplemented," she explains.
“This allows us to optimize all data records in no time. The speed we achieve with this is incredible — DataQuality suggests data optimizations, we do a quick review, and that’s it!”
Caroline Kuntz, Customer Manager at HAHN+KOLB Werkzeuge GmbH
Fabian Streicher, Senior Consultant for System Integration at snapADDY, was responsible for the technical implementation and integration. "We were able to massively develop our technology based on HAHN+KOLB's requirements, which now benefits other customers as well," recalls the integration specialist. "Working with Caroline Kuntz was a pleasure, and we all grew from the challenge."
With this solid setup, Caroline Kuntz and her team implemented a solution-oriented data strategy that quickly made every new and existing data record "sales-ready":
- Automated Enrichment: Missing job titles, departments, and email addresses are automatically researched and added.
- Centralized Maintenance: Instead of involving sales staff in manual data entry, two employees in the back office handle the process while still managing other internal tasks.
- Increased Visibility: Marketing, sales, and consulting teams can work more efficiently because relevant contact information is clearly recorded and easily accessible.
Measurable Success Through More Complete Customer Data
Thanks to careful planning and a strategic data concept, the project quickly delivered impressive results and a high return on investment:
- Significantly more new contacts were recorded per month and account on average.
- The number of correct job title and department details increased significantly.
- The number of updated and added email addresses rose sharply, making many existing contacts reachable again.
Even after more than a year of using DataQuality, the positive data growth remains strong — snapADDY's technology and the well-thought-out data concept ensure sustainable data hygiene and optimal customer management at HAHN+KOLB.
“You really notice the effect when, for some reason, CRM data isn't processed with DataQuality for a day. Then, sales immediately ask why contacts aren't available or completed yet. Otherwise, they hardly notice that the system is working in the background for them — which is actually the best part about it.”
Caroline Kuntz, Customer Manager at HAHN+KOLB Werkzeuge GmbH
Integration with VisitReport: Even More Efficiency at Trade Shows
After the success of DataQuality, HAHN+KOLB took the next step by using another snapADDY product. The company recently started using VisitReport at trade show booths — a specialized tool for digital event reporting, including a badge/business card scanner.
This enables seamless digital data collection: "The team at the trade show booth loved it right away because it’s so intuitive. I didn’t have to conduct extensive training — everyone just started using it," says Caroline Kuntz. The collected trade show contacts are then processed through DataQuality to quickly complete and correct any missing or incorrect lead data. This allows targeted sales activities to begin even before the booth is dismantled.
Investing in Clean Data — Better Sooner Than Later
By combining DataQuality and VisitReport, HAHN+KOLB has made a significant efficiency leap in sales operations:
- The sales team saves valuable time on data maintenance.
- Marketing can target up-to-date contacts more effectively.
- Data quality is higher than ever before.
“In the end, it's a win for everyone. And most importantly: snapADDY delivered everything they initially promised! I can only recommend that every company invest in clean data sooner rather than later and collaborate with snapADDY to achieve it.”
Caroline Kuntz, Customer Manager at HAHN+KOLB Werkzeuge GmbH