The formula for success for screws

SPAX International


SPAX is increasingly exposed to strong competition. Retailers are also gaining great influence on prices, marketing and production through direct contact with end customers. Production has also come under high pressure due to the unknown demand, which is exacerbated by rising production costs.

Due to the existence of substitute products, brand perception has also become a challenge. Due to the change in media consumption, end consumer marketing must also adapt to the new requirements.


With the CRM project, SPAX is responding to the challenges of a heterogeneous IT infrastructure, different regional processes and new work requirements for the workforce. For example, employees need greater process reliability and security in sales to be able to respond better to regional conditions and the requirements of DIY stores, specialist dealers and industrial customers. This has an impact on production and product management. After all, they also have to plan for the long term to counter cost pressure.


The aim of the Dynamics 365 project was to create a Minimum Viable Product (MVP) as a first step, which enables a standardised view of both the customer base and the sales processes. More than 35 users from the internal sales team were selected for the MVP.

The processes were standardised, harmonised and digitalised. SPAX did not have a digital lead process before the project. A standardised new customer process was created and mapped in Dynamics 365 Sales. If a concrete sales approach is made, Dynamics 365 also provides support here. As each department previously used its quotation processes and documents, the main focus was on standardising the quotation process.

To enable the utilisation of the product master and production, integration into the ERP system was carried out. A price and availability query was integrated for this purpose. This enables targeted customer support. SPAX thus sustainably optimises the sales process, from the quotation to the order to the dispatch of the goods.


SPAX benefits from the introduction of Dynamics 365 Sales and its integration into its IT landscape. The basis for this is above all the partnership-based cooperation between SPAX and adesso. The automation of the digital processes is based on their standardisation. This shortens throughput times and contributes to smooth processes.

By establishing an end-to-end sales process, from new customers to the dispatch of goods, collaboration between individual departments and teams has been strengthened. SPAX's customers also benefit from more reliable orders and supply chains. Duplication of work has been reduced and delivery quality improved. Among other things, SPAX achieves a more reliable delivery rate, reduces distribution costs and increases data quality. This is the basis for the further digitalisation of marketing, sales and service.

Examples include the optimisation of quotation preparation and the introduction of a new customer process. Standardisation and automation reduce the risk in sales. By using a 360-degree customer view, SPAX has optimised its sales management.

SPAX International GmbH & Co KG, based in Ennepetal, South Westphalia, has been continuously setting standards in fastening technology for more than 50 years. Since the market launch of the now internationally recognised and appreciated SPAX screw in 1967, the company has stood for innovation and the highest quality in screw production. The main customers for SPAX products include DIY enthusiasts who purchase them from specialist retailers and DIY stores, as well as the construction and furniture industries worldwide. SPAX is part of ALTENLOH, BRINCK & CO (ABC) GmbH & Co KG, which was founded in 1823. With the "WE CARE" sustainability programme launched in 2022, SPAX is making a valuable contribution towards climate neutrality and the preservation of the planet.

Do you have any questions?

There is no website or brochure which can replace a personal meeting to talk about your goals and topics. We are looking forward to an appointment on site.


Save this page. Remove this page.