Case Study: GEA Group Aktiengesellschaft achieves dealer-integrated digital sales — 30% faster quotes and >95% delivery performance with SAP Commerce Cloud

GEA Group Aktiengesellschaft - Customer Case Study

GEA Group Aktiengesellschaft, a global systems supplier for the food, beverage and pharmaceutical industries, faced the challenge of selling highly complex, configurable machines while preserving the role and autonomy of partners/dealers — including independent pricing and GDPR-compliant customer data — across a multi-channel go-to-market. To address this, GEA partnered with SAP Commerce Cloud, using SAP Commerce Cloud CPQ and Dealer CRM alongside SAP Sales Solution Configuration (SSC) and SAP BTP for integration.

Using SAP Commerce Cloud, GEA deployed a Dealer CRM and CPQ with guided selling (SSC) and SAP BTP middleware to integrate dealer-led configuration into an end-to-end sales-to-ERP process while keeping dealer pricing and customer data autonomous. The SAP Commerce Cloud solution went live in December 2022 (~80 users) and delivered measurable impact: 85% of quotations are handled independently by dealers/OEMs, a 30% reduction in offer preparation time, and delivery performance improved to >95%, streamlining lead-to-production and improving dealer and customer satisfaction.

GEA Group Aktiengesellschaft