Selmers streamlines sales with SAP Sales Cloud

Sep 26, 2025

sales, marketing and service
discrete manufacturing

By combining a proven sales methodology with SAP Sales Cloud, Selmers streamlined its complex sales process, reduced pressure on engineering, and laid the foundation for data-driven growth. (2 minute read)

Challenge

Selmers faced increasing pressure on its engineering team due to a high volume of custom sales requests and lacked a structured way to qualify opportunities.

Solution

With SAP Sales Cloud, Selmers introduced a standardized, scalable sales process - implemented in just three months with delaware’s best practices.

Results

The company now benefits from a centralized view of customer data, improved internal collaboration, and a scalable foundation to double its revenue in six years.

Challenge

Selmers, a global provider of pipe coating machinery, was dealing with hundreds of technical customer requests each year - each requiring detailed engineering input. This made the sales process time-consuming and unpredictable, put the engineering team under constant pressure, and created a bottleneck for growth.

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High volume of custom sales requests
Engineering team under constant pressure
Lack of early-stage qualification for opportunities
Fragmented customer data across emails and spreadsheets

Solution

To reduce the workload and bring structure to its sales process, Selmers adopted the Shipley method - a proven framework for qualifying and managing complex proposals. This method helps teams decide early whether a sales opportunity is worth pursuing, so only the most promising proposals are fully developed.

Selmers then implemented SAP Sales Cloud V2, embedding the Shipley method directly into the CRM. With delaware’s best practices and Selmer's existing SAP S/4HANA setup, the system was live in just three months. The result: a streamlined, scalable sales process that puts methodology before tooling.

“Everyone already knew how Shipley worked, which made the transition easy,” says Taco Righarts, Proposal Manager at Selmers. “The process is now leading, not the system.”

SAP Sales Cloud V2
SAP S/4HANA integration
Shipley methodology embedded in the CRM
delaware’s best practices for the manufacturing industry

We have bold ambitions: we want to double our revenue within six years. That means getting the foundation right. Thanks to SAP, we’re now ready to grow in a controlled and data-driven way.

Rob Schouten, Managing Director at Selmers

Results

With SAP Sales Cloud in place, Selmers now operates from a single, centralized platform for all customer data and sales communication. Teams have real-time visibility into the status of every opportunity, who’s working on it, and what the customer needs. The handover from sales to operations has become smoother and more transparent, reducing misunderstandings and improving internal collaboration.

The company is also preparing for the next phase of digitalization, including dashboards for sales KPIs, win/loss reporting, and further integration with SAP S/4HANA. By shifting from gut feeling to data-driven decision-making, Selmers is building a scalable sales foundation that supports its long-term ambitions.

Selmers & delaware

Selmers is a Dutch company that designs and delivers advanced machinery for the global pipe coating industry. From its headquarters in IJmuiden, Selmers supports energy infrastructure projects worldwide with both complete production lines and modular solutions tailored to customer needs. To bring structure and scalability to its complex sales process, the company partnered with delaware.