Baumit Group

Baumit Group is an international manufacturer of building materials, operating through a broad network of country organizations across Europe. With multiple local entities, established commercial practices, and different levels of process maturity, the company required a CRM approach that could support both group-wide alignment and the practical realities of local market operations.

Salesforce was positioned not only as a tool for sales support but as an important enabler of process consistency, visibility, and future scalability.

For Baumit, the objective was not to solve CRM challenges in a single market.

The ambition was to define a reusable global model that could serve as the foundation for a multi-country rollout.

This required a structured approach: one that would establish a clear target state, validate it in practice, and prove that the model could be successfully deployed beyond a purely conceptual design phase.

Baumit’s transformation required addressing several key challenges that shaped the overall approach and solution design:

• Designing a global CRM template applicable across multiple countries

• Aligning three core components: Consumer Goods Cloud, CPQ, and ERP integration

• Supporting two distinct B2B sales models (distributors and construction projects)

• Balancing global standardization with local market specifics

• Reducing rollout complexity, risk, and long-term governance effort

Designing a Global CRM Model Across Markets

Baumit faced a structural challenge common to many international organizations: how to create a unified CRM template that drives standardization across countries without ignoring important local business specifics.

Across markets, differences in sales processes, customer structures, data practices, and commercial operations increased the risk of fragmentation. Without a clear global model, each country’s rollout could easily become a separate design exercise, leading to inconsistent processes, longer delivery cycles, higher implementation effort, and growing governance complexity over time.

Aligning Core Systems and Capabilities

The complexity was further increased by the need to align multiple core components within the Salesforce ecosystem. The future model needed to consistently cover sales processes in Consumer Goods Cloud, quotation and opportunity management through CPQ, as well as integration with the ERP system.

Defining a scalable approach across these interconnected layers was critical for ensuring both consistency and long-term maintainability.

Managing Dual Sales Models

At the same time, Baumit operates in a B2B environment with two distinct sales approaches: working with retail partners and distributors on one side and engaging directly with construction projects and job sites on the other.

Each of these models brings its own processes, stakeholders, and opportunity management logic, adding another layer of complexity to the overall design.

Creating a Scalable and Low-Risk Rollout Approach

The organisation, therefore, needed more than a local implementation plan. It needed a validated global template that could define how Salesforce should support core business processes across the group, while also creating a practical framework for future localization where justified.

Baumit also wanted to reduce decision-making risk before scaling further. Rather than moving directly into a broad rollout, the business first needed a Proof of Concept that would make the future-state solution tangible, help stakeholders align around a common model, and confirm that the proposed design was both usable and scalable in practice.

The engagement was structured in three key phases: design a global CRM template, validate it through a Proof of Concept, and execute the initial country rollout.

Kameleon designed and delivered a phased engagement model aligned with Baumit’s transformation goals and the realities of a multi-country CRM program.

The approach combined collaborative design, practical validation, and early rollout execution. This ensured that the solution was not only strategically sound but also deployable in real operating environments.

Phase 1: Global Template Design

The engagement began with a structured assessment of Baumit’s existing Salesforce landscape and supporting business processes. Through a Salesforce Reality Check, the Kameleon team evaluated the current system setup, usage patterns, and overall alignment with business needs. This analysis provided a clear understanding of the current state and identified opportunities to define an optimized, future-ready global model.

Based on these insights, we decided to move forward with designing a new global CRM template to serve as the foundation for future rollouts. 

Salesforce Blueprint

To design this model, Baumit engaged Kameleon through its Salesforce Blueprint service, an intensive discovery and design approach built around onsite workshops with an international working group of stakeholders from management, IT, and sales. The sessions focused on gathering inputs, aligning perspectives, and establishing a shared understanding of how Salesforce should support Baumit’s business across markets.

Building on the insights gathered during the discovery workshops, the team first defined the target architecture, aligning business requirements with Salesforce capabilities and establishing how the platform should be structured to support core processes. This was followed by the solutioning phase, in which end-to-end process flows were designed to clearly define how key activities should start, progress, and be completed within the system.

The objective of the Blueprint phase was to define the scope and structure of the global template: what it should include, which processes it should cover, and how it should support core sales activities. A key focus was on identifying the common foundation across countries, distilling shared process logic and requirements, and separating them from local specifics.

The result was a practical global template blueprint that provided clarity on structure, priorities, and a consistent foundation for scalable rollout.

Phase 2: Proof of Concept (PoC)

Following the Blueprint phase, Kameleon and Baumit translated the defined processes and system design into a functional Proof of Concept within a dedicated Salesforce environment.

The PoC was built around a representative, common use case, enabling the team to simulate how the global template would operate in practice. This step allowed stakeholders to move from concept to experience, reviewing and testing the proposed model directly in the system, rather than through abstract discussions. It provided a clear, tangible view of how Salesforce would support key business processes across markets.

Building on the PoC, a second round of workshops was conducted to refine the solution, align on details, and verify all defined elements ahead of the rollout phase.

As a result, within just three months, by the end of August 2025, Baumit and Kameleon defined a structured and validated global CRM template, providing a strong, ready-to-use foundation for future rollout.

Phase 3: Initial Country Rollout

Following successful validation of the PoC, the global template moved from design into execution.

Based on the defined global model, Baumit established a structured rollout approach, with the global template designed for adaptability, enabling consistent use across markets with controlled adjustments, rather than redesign for each country.

Each country rollout begins with local discovery sessions led by Kameleon, aimed at understanding specific market processes, requirements, and nuances. These insights are then used to extend the global template with targeted local adaptations, followed by full implementation and deployment in each market. This ensures that every rollout reflects both global standards and local business realities.

The global template has already been successfully rolled out to two countries, demonstrating that the foundation created during the PoC phase is operationally viable and scalable. 

This phase was particularly important because it proved that the template could function beyond workshop settings and prototype validation. It also significantly improved predictability for future deployments and reduced the effort required to expand the solution across additional markets.

With 19 countries still ahead in the rollout journey, the project has become the foundation for a broader international CRM transformation program.

Training

Following each local rollout, the Kameleon team conducts onsite training sessions for end users, ensuring a smooth transition to the new system.

These sessions are designed not only to demonstrate how Salesforce works, but to help users understand the value it brings to their daily activities.

The goal is to enable teams to quickly adopt the new solution, feel confident in using it, and recognize how it can improve their efficiency, simplify processes, and support better day-to-day performance.

The engagement delivered far more than a prototype. It established a practical and validated global CRM foundation that Baumit is already using as the basis for international rollout.

Key results we achieved

Global CRM template established

Baumit defined a common Salesforce template that provides a shared structural and process foundation for multiple country organizations.

Future-state solution validated through PoC

The Proof of Concept enabled stakeholders to validate the design early, confirm usability, and reduce uncertainty before scaling further.

Two-country rollout completed

The template has already been successfully rolled out to two countries, proving that the model works in real delivery conditions.

Scalable rollout model created

With a reusable global template in place, Baumit now has a stronger foundation for rolling out to the remaining 19 countries in a more controlled and efficient way.

Improved governance and consistency

The project created a clearer direction for how Salesforce should evolve across the group, reducing the risk of fragmented local solutions and strengthening long-term governance.

As a result, Baumit moved from an initial design challenge to a validated and already operational global CRM model, with tangible rollout progress and a clear path toward further international expansion.

Rather than approaching CRM implementation as a series of independent country rollouts, Baumit established a global framework for deploying Salesforce across markets, one that balances shared business processes with the flexibility required to address local specifics.

This approach brings significant long-term value.

A clearly defined global template improves consistency in process design, data structure, and platform governance, while reducing delivery risk and accelerating future rollout preparation. At the same time, it provides a controlled way to adapt the solution to local market needs without compromising the overall system integrity.

Most importantly, the project demonstrates how Salesforce implementation can be successfully scaled across multiple countries by combining a strong global foundation with a structured approach to localization.

With two countries already live and 19 more ahead, Baumit now has a proven model for expanding Salesforce in a consistent, repeatable, and strategically aligned way across its international organization.