---
title: Case - Piab Lifting Automation Staffing
description: Dedicated temporary reource to guide the sales team into new ways orf working and activation of global campaigns in the Nordics.
image: https://www.expressogroup.com/hubfs/TP-1.jpg
---

# Temporary staffing to guide the sales team towards a new way of working and activate global marketing campaigns in the Nordic region

## Case in brief:

CHALLENGE: Implement a new CRM and new working methods for new customer recruitment in the sales organization  
SOLUTION: A dedicated resource to methodically guide the sales team towards a new way of working and activate global marketing campaigns in the Nordic region  
RESULTS: Support for the Nordic sales organization by changing both ERP and CRM systems, as well as local activation of global, digital campaigns

![PIAB_logo_cmyk_green](https://www.expressogroup.com/hubfs/PIAB_logo_cmyk_green.jpg)

**

*“In a committed and pedagogical way, Expresso supported our Nordic sales organization by changing both the ERP and CRM systems, as well as through local activation of global digital campaigns. *

*The assignment ended with a structured handover to the person we recruited to take over the job as commercial coordinator. I am very pleased with Expresso's input!"*

![1565937169775](https://www.expressogroup.com/hubfs/1565937169775.jpeg)

Anders Knapasjö

VP Sales Nordics | Piab Lifting Automation

## Challenges

- * * No handover
- * * Many systems to get acquainted with
- * * Developing a method for guiding the Nordic sales force towards a new way of working with the CRM in focus

## Expresso's solution

We provided a cost-neutral solution (monthly cost equivalent to one full-time employee on the job) with a junior resource who was curious to learn and confident in leading a team through change.

Keys to success: clear leadership from the Nordic sales manager, and a curiosity to learn and guide change on the part of Expresso's consultant.

## Expresso's delivery

**

#### Marketing with a focus on generating qualified leads

 • Ensure a flow of inquiries from customers by regularly updating the local website and continuously working with SEO • Implement global campaigns locally • Local campaigns for existing customers, based on CRM data • Plan and carry out exhibitions • Translations • Monthyl KPI reporting monthly • Join the sales team • Generate and qualify leads

**

#### Sales support

 • Sales coordination • Ongoing dialogue with prospects • Implement a new CRM system locally, including training of salespeople • Collect routines and contacts from salespeople who leave the organization • Establish new routines with newly recruited salespeople

**

#### Localization

 Support for customizing the channel activation strategy for local activation.

**

#### Aftermarket

 • Support the implementation of a new, global ERP system • Manage incoming orders • Manage outbound shipping

## Background

Driven by the Corona pandemic, Piab Lifting Automation's management team decided in August 2020 that the company would globally accelerate the process of implementing a digital marketing and sales process, with a focus on both recruiting new customers and increasing digital sales to existing ones.

At the same time, a new central ERP system and CRM system would be implemented locally.

For several months there had been a vacancy in the service that previously undertook these tasks The Nordic sales manager therefore contacted Expresso to find a person who could lead the Nordic organization through two completely digital global campaigns, a change of CRM and ERP systems, train sales people in the new tools, and also help with administration.

![tawi](https://www.expressogroup.com/hubfs/tawi.png)

## About Piab Lifting Automation

Founded: 1923, since 2020 part of the Piab Group  
Commercial brands: TAWI and Manut-LM  
Head office: Kungsbacka, Sweden  
Geographical distribution: Global  
Sales 2021: SEK 620 million  
Core business: Development, production and sale of lifting solutions using vacuum technology  
Owner: [Piab Group](https://www.piab.com/) 

[ To Piab's website ](https://www.piab.com/)

[ To TAWI's website ](https://www.tawi.com/)

![PIAB_logo_cmyk_green](https://www.expressogroup.com/hubfs/PIAB_logo_cmyk_green.jpg)

![TAWI smart lifting](https://www.expressogroup.com/hubfs/TAWI%20smart%20lifting.jpg)

## Team Expresso

This project was delivered by Expresso

## Madeleine Kjällgren

Marketing Activation Specialist

![1594469650555](https://www.expressogroup.com/hubfs/1594469650555.jpeg "1594469650555")

## Do you need help with temporary staffing in your marketing department?

[ Get in touch and we'll show you how we can help ](https://www.expressogroup.com/en/contact-us?hsLang=en)