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From traditional sales to a proactive
data-driven commerce process 

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INDUSTRYHouweling_Group_logo_RGB_social-media
Wholesale

CHALLENGE
A central customer view is lacking, resulting in different business units operating separately from each other. This leads to a limited grip on both company growth and internal processes.

RESULT
From reactive to proactive sales. Better collaboration, real-time insights and a future-proof organization.

KEY PRODUCT

HubSpot Enterprise Suite

www.houweling.com →

''We now have even more insight about our commercial processes and can use our group synergy more efficiently and effectively to provide all our customers with all those great products and services we provide and offer!''

1687435133261
Fred van Beek

CCO

Chapter I: About Houwling

About Houweling

Houweling is an international family business that has been providing sustainable packaging and protection solutions to the agricultural, chemical and industrial sectors since 1925. With 100 years of experience and four generations at the helm, the company is on the eve of handing over to the fifth generation.

Houweling specializes in circular packaging, personal protective equipment and crop protection. With a focus on sustainability and innovation, it helps companies operate more efficiently, safely and environmentally friendly.

The challenge

Until recently, Houweling's commercial organization ran primarily on experience and personal networks. Sales and marketing teams worked on their own islands, with no central system to record or share customer information. This sometimes even created internal competition between business units, as they unknowingly worked with the same customers.

Rapid growth through acquisitions made the situation increasingly complex, while existing processes could barely keep up. With the fifth generation in sight, it became clear that Houweling needed to get a better grip on internal processes to ensure the continuity of the family business.

"How do we ensure that we continue to grow without losing our identity as a family business? How do we get a grip on our processes, without losing the personal touch with customers?" - these were the questions at the heart of the search for a solution.

The solution

The choice fell on HubSpot, an integrated CRM platform. Not a quick fix, but a strategic step to make Houweling future-proof. The process began with an extensive discovery phase in which those involved shared their visions and challenges.

The goal was clear: create one central customer view and work from data and insights so that marketing and sales would reinforce each other instead of working alongside each other.

The implementation of HubSpot was done in phases, giving each business unit time to adapt. First, a solid foundation was laid for data and marketing. Then the different units followed one by one, each with their own pipeline and processes in HubSpot. This approach provided flexibility to learn and adapt as needed. Change management played a crucial role in this. Key users were involved from the beginning, extensive training was provided, and the team learned to work with the new tools step by step.

In addition, HubSpot was integrated with the existing ERP system, making customer data available in real time and minimizing manual tasks.

The result

HubSpot's impact was quickly noticeable. Whereas the commercial process had previously been primarily reactive, Houweling now took the initiative. Sales staff had insight into customer data, ongoing projects and potential opportunities at a glance. The result? Proactive follow-up, better collaboration and more cross- and upsell opportunities.

The business units no longer worked alongside each other. Real-time reporting finally gave management the insights needed to make strategic decisions. Time previously lost in internal communication was drastically reduced.

But perhaps the most important result: Houweling not only became more efficient, but also more focused on customer experience. Customers noticed the difference. They received faster responses, better service and a more personal approach.

The future

With the implementation of HubSpot, Houweling has laid a solid foundation for continued growth. The company is ready to take on not only today's challenges, but also the opportunities of tomorrow.

The fifth generation is eager to take over, with a modern and scalable organization behind them. Houweling remains true to its origins as a family business, but now, more than ever, it is ready for the future.

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