The Situation
The client is an Asian automotive OEM that runs fleet sales through 14 National Sales Companies (NSCs) across Europe, supported by a central European organisation. Each market had grown its own fleet sales approach, with its own processes, operating model and tools.
An earlier CRM had not been adopted well, so fleet sales still ran on local systems and workarounds. Customer and pipeline data sat in separate systems, which left leadership with little visibility into fleet performance across Europe. As fleet and B2B customers became more important to the growth ambitions, the organisation needed one scalable CRM foundation that the markets would actually use. Getting there meant aligning a complex group of stakeholders: central, local, commercial and IT.
Key Challenges
- Different fleet sales processes in each market, making standardisation difficult
- Different operating models across markets, making one solution hard to design
- Poor adoption of the first CRM, which damaged trust in a new initiative
- Limited data insights because systems were siloed
- A complex stakeholder landscape across central and market organisations
What We Did
Automotive Transitions was asked to develop the B2B CRM strategy for the fleet sales organisation and to secure its delivery.
We worked closely with European fleet leadership, NSC representatives and IT and technology partners. Together we:
- Assessed current fleet sales processes, operating models and systems across all 14 markets
- Identified what could be harmonised and what needed room for local variation
- Defined the B2B CRM strategy and a target process model for fleet sales
- Analysed why the first CRM was poorly adopted and built those lessons into the new approach
- Set up governance and decision-making structures across central and local stakeholders
- Provided delivery oversight and advisory to keep implementation aligned with the strategy
How We Delivered
- A harmonised core process with controlled local flexibility, rather than forcing one model on every market
- Adoption built in from the start, with markets involved early as co-owners of the solution
- Multi-market workshops to align on processes and requirements
- Clear governance to manage a complex stakeholder landscape
- Connecting business and IT, turning commercial needs into delivery requirements
- Hands-on oversight throughout delivery, not only a strategy handover
