Case Study: Koelnmesse achieves control of global leads and streamlined exhibitor onboarding with SAP Commerce Cloud

Koelnmesse Taking Control of Leads and Opportunities Globally and Identifying New Business Models

Koelnmesse, one of the world’s top ten trade fair organizers, faced cumbersome, manual exhibitor registration and slow lead-and-opportunity management that could take several days and consumed high internal effort. To digitize the sales cycle and improve international partner collaboration, Koelnmesse adopted cloud solutions from SAP, notably SAP Commerce Cloud alongside SAP Sales Cloud and SAP Marketing Cloud.

Using SAP Commerce Cloud, Koelnmesse launched a service store with pre-filled exhibitor master data that feeds directly into SAP Sales Cloud dashboards and workflows, automating lead transfer, opportunity creation, and partner onboarding. The SAP Commerce Cloud–driven solution cut processing time from several days to hours, saved roughly 300 lists weekly in partner communications, reduced errors, smoothed international cooperation, and supports a 74% exhibitor return rate — delivering clear efficiency and revenue-enablement gains.

Koelnmesse

Stefan Kranefeld

Vice President of Sales