From Disconnected Platforms to a Connected Commercial Engine

How SyncOrigins delivered a fully integrated SAP CX suite — Marketing Cloud, Sales Cloud, and CPI — for a European B2B electronics distributor operating across multiple markets.

• Industry: B2B Electronics Distribution
• Region: Europe
• Service Area: Data & AI Integration across SAP CX landscape

Delivery Highlights

• Approximately 260 person-days of effort delivered
• Integration across 5 SAP CX layers, including Commerce, Marketing, Sales, Integration, and Data platforms
• Execution completed in 8 agile sprints (two-week cadence)
• Delivered on planned budget and schedule, ensuring predictable execution and governance

Estimated Business Impact*

The integration program delivered measurable improvements across sales efficiency, marketing effectiveness, and operational productivity:

• 65% reduction in manual effort in lead qualification and routing, driven by automation of scoring and workflow orchestration across systems
• 3.2x ROI on integration investment projected over a 24-month post-delivery period, reflecting sustained value from unified CX operations
• 40% uplift in lead conversion rates enabled by automated lead grading and improved pipeline prioritization compared to manual processes
• 2.8x improvement in campaign performance, achieved through RFM-based segmentation versus traditional broadcast marketing approaches

Client Context

Our client is a specialist B2B electronics and industrial components distributor operating across multiple European markets. They serve engineers, procurement teams and technical buyers with a broad catalogue of electronic components, test and measurement equipment and industrial automation products.

By the time SyncOrigins engaged, the client had already executed a significant digital transformation — deploying SAP Commerce Cloud for their B2B webshop, SAP Marketing Cloud for segmentation and campaign execution, and SAP Cloud for Customer (C4C) for sales and service operations. The platform foundation was in place. What was missing was the connective tissue between them.

The Challenge

Three live SAP CX platforms were running independently. The client needed them to operate as a single, connected commercial engine. The specific problems were:

• Customer identity was fragmented across five distinct origin states — Hybris consumer, ERP contact, ERP person, C4C business partner, and standalone Marketing Cloud contact — making single-customer-view reporting and accurate segmentation unreliable
• Marketing Cloud segmentation could not align with C4C account hierarchies or ERP commercial reality, meaning campaigns were based on incomplete data
• Service and sales workflows in C4C were running on out-of-the-box configuration only and could not represent the client's actual triage, complaint and quotation processes
• Marketing permission management needed to be auditable to GDPR Article 7 (conditions for consent) and Article 21 (right to object) — it was not
• Lead capture from the webshop and from sales agents was happening, but qualification, grading and routing into the C4C sales pipeline was largely manual

Our Approach

SyncOrigins was engaged in a partner-alongside model — working with the client's internal team rather than replacing them. The internal team retained platform continuity. SyncOrigins brought the architectural direction and SAP CX suite expertise needed to move the platforms from three working tools into a coherent, integrated lead-to-cash capability.

The brief was deliberately constrained: maximize out-of-the-box capability across SAP Marketing Cloud, C4C and CPI before resorting to bespoke build. Where SDK-level extension was unavoidable, design and deliver it in a way the internal team could maintain without engineering dependency.

Delivery ran on a two-week sprint cadence across eight sprints — approximately 14 weeks — coordinating five parallel work streams across SAP Marketing Cloud, C4C, CPI, ECC and BW/BI.

Scope by Platform

What We Built

1. Resolved Single Customer View

Five identity origin states were reconciled into a single resolved contact view in SAP Marketing Cloud. Resolution rules were deterministic and repayable — not a one-off batch reconciliation — because all five sources continued to produce new records throughout the programme.

2. Customer Cockpit — 360 View in C4C

The largest single deliverable (90 person-days). Sales and service agents now open a customer record in C4C and see a consolidated view combining commerce behavior from the webshop, segmentation and engagement signal from Marketing Cloud, order and financial history from ERP, and case history from C4C itself.

3. RFM-Driven Segmentation and Re-engagement

A custom RFM scoring model was implemented in SAP Marketing Cloud. The marketing team can now segment on RFM score movement — identifying customers whose engagement is declining before they churn — and trigger automated re-engagement campaigns against that signal.

4. Automated Lead Capture and Grading

Inbound leads from the webshop and from sales agents are now automatically graded and routed into the C4C sales pipeline. What was a largely manual qualification process became a structured, workload-aware workflow.

5. Audit-Ready Consent Management

Marketing permission management was re-engineered to GDPR Article 7 and Article 21 requirements. Consent state is now synchronized across all three systems holding customer data within a defined SLA, with every propagation event individually auditable.

6. Sales-to-Marketing Intelligence Loop

Sales agents capture commercial intelligence in C4C — brand interests, product category preferences, project pipeline detail — and that signal flows via CPI into SAP Marketing Cloud for segmentation. Sales and marketing now share a live view of customer intent.

Outcomes