Case Study: MIAG achieves streamlined supplier financing and global sales visibility with SugarCRM

MIAG Profits by Linking CRM to Supply Chain Finance

MIAG, a wholly owned subsidiary of METRO AG, provides supply chain financing to METRO suppliers across 18 countries and manages roughly €45 billion in annual payments. Economic uncertainty and a complex dual sales process (banks and suppliers) had left sales reps using individual Excel spreadsheets, resulting in poor cross‑country visibility, inconsistent pricing approvals, and difficulty tracking supplier and bank interactions.

MIAG implemented on‑premises Sugar Enterprise with solution partner Aoba (live November 2010) and later customized workflows and approvals. The CRM centralized supplier data, automated pricing approvals and bank notifications, enabled targeted email campaigns and disciplined opportunity management, and delivered improved tracking, faster issue resolution and stronger margin protection across its 18 sales lines.

MIAG

Jimmy Wong

Division Manager/Strategic Marketing