How Kurtz Ersa digitalized its sales & laid the foundation for global growth
From Excel sheets to a perfect sales process.
After 12 years of partnership, Rainer Krauss (Global Head of Sales at Ersa) shares how Kurtz Ersa digitalized global sales processes with our CPQ solution and sustainably accelerated business growth.
“The investment was worth it; otherwise, we would not have been able to handle this growth within the company.”
Rainer Krauss, Global Head of Sales, Ersa
Not an isolated case – manufacturers of complex products face numerous challenges
The story of Kurtz Ersa is typical for many machinery and plant manufacturers selling complex products. Manual processes, scattered data, opaque sales workflows, and lack of transparency often lead to errors, inefficiency, and missed revenue opportunities.
These are not just “a few mistakes.”
It’s a growth risk!
Lost orders, weak customer loyalty, and internal friction are only the tip of the iceberg. Inefficient processes slow down scaling, tie up unnecessary resources, and jeopardize long-term success. Those who fail to digitalize now risk losing crucial speed, revenue, and market share.
Missed sales opportunities and stagnant growth
While you are still writing the quote, someone else secures the deal. Competitors move ahead of you. Even though you have the best products, your growth falls short of expectations.
Margins and profitability erode
Cross- and upselling opportunities are missed. Discounts cost money. At the same time, internal costs for sales and quoting are skyrocketing. A manual quoting process costs “real money.”
Knowledge is not transferable and even gets lost
What if your top salesperson leaves today? Can a new salesperson immediately create a quote? This is not just a short-term problem. Your knowledge and business foundation are lost when your experts walk out the door.
Sales works differently in 2025: SAE CPQ
With Configure, Price, Quote (CPQ), you get the three pillars of your success.
Our software digitalizes the entire quoting process, allowing you to configure products according to your customers’ needs, calculate prices, and generate an error-free quote at the push of a button.
Our software digitalizes the entire quoting process, allowing you to configure products according to your customers’ needs, calculate prices, and generate an error-free quote at the push of a button.
Configure
Simple configuration in just a few clicks
- Simple, guided configuration – anyone can create quotes instantlyChatGPT fragen
- Always 100% accurate – only buildable products can be configured
- If desired, products can be configured in 3D (patented add-on)
Price
Automatic price calculation and discount management
- Automated and instant price calculation for the configuration
- Discounts can be predefined or approved via workflows
- Prices can be managed country-specific and kept consistent worldwide
Quote
Quote and contract creation at the push of a button
- One-click quote creation, in your design
- Versions can be created without any problem
- (Order-related) production data is transferred directly to systems such as ERP/SAP
Platform – integration of your systems
A seamless system landscape & single source of truth for your perfect sales process
- Standard interfaces to all common systems such as ERP, CRM, PLM, PIM, CAD/E-CAD enable seamless (bi-directional) data exchange
- The SAE solution is especially powerful in combination with SAP® – our SAE SAP Interface Cockpit (IC) makes data transfer with SAP a breeze
- Existing product data / variant data can also be easily imported into SAE CPQ
But see for yourself how easy SAE CPQ is
Sell your products in just a few minutes.
Configure a product in only a few clicks, the price is calculated automatically, and the quote can then be generated at the push of a button.
Best of all: production data is generated automatically and transferred to the ERP system.
Configure a product in only a few clicks, the price is calculated automatically, and the quote can then be generated at the push of a button.
Best of all: production data is generated automatically and transferred to the ERP system.
Who is SAE CPQ the right solution for?
High product complexity
You have highly complex products and still produce many custom solutions? But you want to standardize more – without disappointing your customers?
You have highly complex products and still produce many custom solutions? But you want to standardize more – without disappointing your customers?
Many manual tasks / processes
Many sales activities are still handled manually. You still rely on Excel and Word for quotes? Your knowledge and data are scattered everywhere?
Many sales activities are still handled manually. You still rely on Excel and Word for quotes? Your knowledge and data are scattered everywhere?
Innovative engineering products
For example, are you in industries such as machinery and plant engineering, automotive, machine tool manufacturing, agricultural or construction machinery? You have the best/most innovative products and want to sell them successfully.
For example, are you in industries such as machinery and plant engineering, automotive, machine tool manufacturing, agricultural or construction machinery? You have the best/most innovative products and want to sell them successfully.
Hungry for success and global growth
You want to scale and lay the foundation for global growth – also for the next generation. Are you looking for the decisive competitive advantage?
You want to scale and lay the foundation for global growth – also for the next generation. Are you looking for the decisive competitive advantage?
Why is SAE the right partner?
We ❤️ Engineering!
At SAE, we have only one goal: to create the perfect sales process and the foundation for our customers’ growth.
SAE was founded by an engineer to perfect the sales of complex engineering products.
All our know-how from more than 25 years is built into our software – for your success!
SAE was founded by an engineer to perfect the sales of complex engineering products.
All our know-how from more than 25 years is built into our software – for your success!
"For every machine builder, this is a fundamental software. Without it, I don’t believe they will survive beyond 2030."
Rainer Krauss
Global Head of Sales, Ersa
Global Head of Sales, Ersa
Not only Kurtz Ersa trusts us …
leading brands scale with SAE
What sets SAE apart?
The path to your CPQ system in just 5 simple steps
Wondering what getting started with CPQ looks like? We have made the process as simple as possible for you.
From the first contact to a fully functional system – we support you every step of the way.
From the first contact to a fully functional system – we support you every step of the way.
Step 1
Initial consultation
Let's discuss your individual requirements and challenges in a non-binding conversation.
Together, we will analyze your current situation and show you what a customized CPQ solution for your company could look like.
This is the perfect start and the basis for the subsequent project.
Together, we will analyze your current situation and show you what a customized CPQ solution for your company could look like.
This is the perfect start and the basis for the subsequent project.
Create a solution concept
Based on the findings from the initial consultation, we develop a detailed solution concept.
We define the architecture, functions, and project plan so that you know exactly what to expect.
You receive a quote and a clear roadmap that transparently outlines all the necessary steps.
We define the architecture, functions, and project plan so that you know exactly what to expect.
You receive a quote and a clear roadmap that transparently outlines all the necessary steps.
Step 2
Step 3
Implement first product line in CPQ
Now we put the results of the analyses into practice and, for example, map out an initial product line together with you in our CPQ.
Your systems, such as ERP, CRM, etc., can also be connected at this stage. We have done this hundreds of times and are happy to support you.
All functionality from our CPQ is now available for this product line and can be used immediately.
Your feedback from this phase is crucial for creating the complete rollout plan and optimally adapting SAE CPQ to your requirements.
Your systems, such as ERP, CRM, etc., can also be connected at this stage. We have done this hundreds of times and are happy to support you.
All functionality from our CPQ is now available for this product line and can be used immediately.
Your feedback from this phase is crucial for creating the complete rollout plan and optimally adapting SAE CPQ to your requirements.
Roll-out
With the go-live of the first product line, the course has been set. You have already learned how to set up and operate the system.
Together, we will create a rollout and training plan that will enable you to integrate additional product lines independently, step by step.
From now on, you will have full control over your CPQ system. Our software is designed to make this easy.
Together, we will create a rollout and training plan that will enable you to integrate additional product lines independently, step by step.
From now on, you will have full control over your CPQ system. Our software is designed to make this easy.
Step 4
Step 5
Support and Empowerment
We won't leave you on your own. We are happy to assist you with the training courses you conduct for your employees.
In addition, comprehensive courses and resources are available to you, allowing you and your team to learn independently and deepen your knowledge at any time.
Because our goal is to empower you to realize the full potential of your new solution.
In addition, comprehensive courses and resources are available to you, allowing you and your team to learn independently and deepen your knowledge at any time.
Because our goal is to empower you to realize the full potential of your new solution.
Are you ready for a completely new way of sales?
Start today!
Lastenheftvorlage für die Auswahl einer CPQ Software
Book your free initial consultation now!
The problem is clear: manual processes slow down your growth and cost valuable time.
Don’t miss the chance to digitalize your sales strategy. We offer a platform that eliminates complexity and equips your team with the tools to generate more revenue.