How Kopinor is putting data to work for members

Kopinor licences the use of copyright protected works on behalf of authors and publishers. The organisation manages agreements and reimbursements between 22 members organisations including 5 publishers’ associations and 17 authors’ associations.

With effective use of data and business analytics, Kopinor is making processes run smoothly for its members.

Meet Tom….

Tom Karlsen is System Administrator at Kopinor.

In addition to managing and maintaining systems, he also looks for new ways to improve data quality and workflows. He wants to help colleagues effectively serve Kopinor members.

We asked him what he’s been working on and why business analytics is important to Kopinor.

Here’s what he said:

Millions of records captured in CRM and ERP systems

Data is the foundation for much of what we do.

Our ERP and CRM systems capture millions of values about copyright holders, licenses, agreements, collections, payments, rights, obligations, and other details.

These systems help us effectively manage agreements and reimbursements between 22 members organisations including 5 publishers’ associations and 17 authors’ associations. Last year, we distributed NOK 280 million to Norwegian and foreign rightsholders.

I’m part of the team that’s responsible for system optimisation and data management. We ‘re continually examining data capture and information flows and asking ourselves:

  • How can we make processes more effective?
  • What data and insights do we need in order to best serve our members?
  • How can we access information in the best way?

There’s a long list of projects we are currently working on.

Issues with system upgrades

We’ve made some significant changes during the past 6 months because we ran into issues when we upgraded software. This got to be a real headache.

We had 12 smaller components working together to input or exchange data with SuperOffice CRM and our ERP system. The set-up was too complex with too many moving pieces.

To solve this issue, we eliminated extra components and added input fields directly within SuperOffice. Then we looked for a clever way to extract data from our systems and organize it for different goals, roles or tasks.

We  chose Business Analyze and introduced it to users. Business Analyze extracts relevant data and sorts or filters it into lists and reports. The results are displayed on dashboards.

In some cases, we also embedded dashboard reports back into SuperOffice. What better way is there to access information and keep on top of things when you already use SuperOffice?

More efficient with business analytics

Business analytics help us work effectively. We distribute relevant insight to different parts of the organisation in seconds. Without analytics we couldn’t serve our members as quickly.

Our leaders use Business Analyze to monitor key targets and guide overall business management. We used to have 30% response rate when we sent members one specific type of mail request, for example, but we now we have 80%.

Our consultants use Business Analyze dashboards as part of their daily work. They see important information about member agreements and can answer questions fast,  without running long queries or searching through databases.

We have dashboards for:

  1. Control purposes
    For example to ensure accurate reimbursement or invoicing according to agreement terms. We run queries directly to Visma ERP.
  2. Workflow efficiency
    We use dynamic work lists so people know what stage a task is in and what is on their ‘to-do-list’.
  3. Goal tracking
    We measure goals including how many mail responses we receive back (return rate).


This ‘self-service’ dashboard is set-up so users can quickly answer questions about members, processes and renumeration without having to login to different systems or understand how they work.

Business Analyze has made a big difference. We rely on it to tell us the status of almost anything! As long as we have the data, it tells us the answer.


About Kopinor
Kopinor licences the use of copyright protected works on behalf of authors and publishers.

Industry: Information Sector
IT Systems: SuperOffice CRM, Visma Business ERP, Emarketeer, Business Analyze
IT Partner: Ganske Enkelt

Danfoss Semco optimizes processes with global ‘Sales Pipeline Project’

This article is based on the presentation held by Lars Sørensen, Management Consultant at BestAnswers ApS, at SuperOffice CRM Dagen 2018. Updated March 2019.

Lars Sørensen (pictured) is project leader for the ‘My Sales Pipeline’ project.

The project at-a-glance

Company: Danfoss Semco – part of the Danfoss Group, a family owned global company, with more than 24,000 employees worldwide.

Business: The sale, development, production and service of certified fixed fire-fighting systems under the brand SEM-SAFE®.

Project: Company-wide project ‘My Sales Pipeline’ to optimize sales revenues and processes

Involved: More than 20 people at headquarters and 4 regional offices.

Software tools: SuperOffice CRM, Navision ERP, Business Analyze

Lars Sørensen is project leader. He was involved in rolling out the project in Danfoss when he was Business Excellence Manager.  Now, the program, involving sales leaders, managers and sales support people worldwide, is also implemented at Danfoss Semco.

The project involves refining internal processes, optimizing use of SuperOffice CRM, and rolling out Business Analyze for analytics and sales reporting.

Better insight into sales

The ‘My Pipeline’ project is part of the broader company-wide strategy to optimize sales and customer experience. During fact-based coaching sessions, the pipeline and/or single opportunities are discussed in detail based on data from CRM and ERP systems.

Better insight into the development of the sales pipeline – several quarters ahead – reduces the chance of unwanted surprises and enables the company to act pro-actively.

– Danfoss Semco is well aware of how important pipeline management is for steering the company, but having an accurate view of past and future pipeline developments is easier in theory than practice, says Sørensen.

– Sales teams have different needs and ways of working with CRM systems. Everything needs to be aligned.

– By defining this as a global project, sales optimization and customer experience stay in focus; even when, understandably, there are many other activities that require people’s attention.

Leaders have a dedicated forum to discuss what’s working and what isn’t on a high level.

Danfoss Semco uses Business Analyze to help them analyze data from their CRM system, improve reporting and monitor key metrics.

– Business Analyze has proved to be a good tool allowing upper management, sales, finance and production insight into future sales projects.

Lars describes important aspects of the project:

Measure KPIs

– We set sales targets and measure progress for all different units, segments, time periods, divisions etc.

– Individual and team targets are connected to the broader company goals. This builds a mutual understanding about the business and its culture, and the importance of each person.

– Sales performance, hit rates, sales cycles time and other metrics are visible on dashboards.

Focus on pipeline quality

– If data isn’t accurate, a ‘full’ pipeline creates a false feeling of safety. We therefore look at issues such as: overdue opportunities, old opportunities without any activities or stage changes, and ‘stuck’ opportunities, in order to have a healthy, reliable forecast.

– We have a set of dashboard reports that address each of these topics. Each report ensures relevant opportunities are analyzed and either rejected or followed up.

Analyze opportunities from several views

– Managers have several views the pipeline, past developments and movements. The ‘change report’, shows, for example, opportunities that have changed stage, close date, value, probability to win etc.

– One example is the report showing all open opportunities, per stage and per month. This gives better control of sales several. In fact, it might be the most important report. Danfoss Semco can look into the forecast with good reliability at least 3 quarters ahead.

Use dashboards actively in meetings

– The sales teams review reports from Business Analyze in their weekly sales meetings.

– We urge people to come up with ideas how to make things better and more efficient.

– We adjust and develop SuperOffice and Business Analyze as we go. Most of the changes are done in-house, so it’s not far from idea to implementation.

More unified approach to sales management

The overall result is a more unified approach to sales management. With better forecasting and opportunity management, it is easier to prioritize resources, manage pressure and be proactive.

The next step in this journey is to connect data between Navision ERP, SuperOffice and Business Analyze.

There are many ways to create a better end-to-end customer experience by connecting data together.

Analyzing customer data and turning it into customer value is continuing to be high priority for Danfoss Semco as they enter 2019.

Danfoss Semco can be reached at and you can reach out to Lars at

Why Eiendomsfinans connects SuperOffice CRM with Business Analyze to drive business performance

Njål Norheim, Director of Insurance and Partner at Eiendomsfinans, has clear ideas about what it takes to be a top-performing finance organisation.

Make facts and figures visible. Afterall, you can’t expect to run a marathon without knowing how fast you are going.

Eiendomsfinans is one of Norway’s most comprehensive providers of personal financing solutions, loans and insurance. The company has grown significantly the past 3 consecutive years and is looking to pass the 100 MNOK mark in 2019.

Six months ago, Eiendomsfinans connected  Business Analyze to SuperOffice, their CRM system. Together, these software applications are their central hub for 60 financial advisors who serve customers nation-wide.

In addition to other responsibilities, Njål works to optimize internal systems and routines. That’s no small challenge at a time when data and analytics is a competitive advantage.

We met Njål in Drammen to learn about his experience so far.

“Why is CRM data and analytics important”, we asked?  “What difference has new business analytics software made?”

This is what he said:

Two systems are better than one

Connecting Business Analyze to SuperOffce CRM has made us more effective. We have more time to get to know our customers and deliver services that make them happier.

Our old analytics tool simply didn’t work as well. We know the CRM system holds a lot of potential, and we were looking for additional ways to leverage the data in it.

Now we’re more in touch with the business. We instantly see what’s changing day to day and week to week. It’s easier to prioritize and have proactive discussions with customers.

Track and analyze sales KPIs

We track revenues versus targets, budgets and forecasts. Business Analyze build s a picture of what’s happening from different angles – advisor to advisor, department to department and across the organisation.

Business analytics has also helped us identify which data we must capture in SuperOffice. We don’t want to too much either. For example, we started recording important activities and lead sources. Now we know where leads are coming from and where we should focus efforts.

This kind of insight will help us become an even stronger member of the Norwegian financial community.

Make facts and figures visible

As brokers for many of Norway’s largest financial institution, we are expected to reach certain targets. Business Analyze tells us whether we are on target or how much we are off. It shows where we have the biggest opportunity.

Each one of our advisors has a scoreboards. We set personal targets and measure focus activities. We review status in weekly meetings.

In our organisation, we don’t keep performance a secret. If Drammen sees they are falling behind Bergen, you can bet Drammen will work hard to close the gap.

I believe a sales organisation without scoreboards is like a runner without a watch. How does that go?

Remember to discuss all the alternatives

There are many different ways we help customers solve financial challenges. Some of the products we offer are complex. Business Analyze helps our advisors remember various options.

We track sales per product and category so we know who where a product’s is delivering value and where there are opportunities.

GDPR is next

We’ve spent more than 100 hours assessing and implementing new GDPR requirements. It’s high priority, and it’s a big change. There’s no room for error.

The next step is to secure the guidelines and processes we have in place are followed 100%. We plan to set up Business Analyze to monitor our SuperOffice database so we are certain we are following the new regulations.

Smart bruk av data åpner for spennende vekstmuligheter

Henrik Kalager, Salgsdirektør i O.B.Wiik og Einar Gynnild, CEO Business Analyze, er enige om at smart bruk av data åpner for spennende vekstmuligheter.

Forrige uke fasiliterte Einar en workshop med tittelen “Hvordan nå økte salgsmål med datadrevet salg” på O.B.Wiik sin årlige salgskonferanse på Losby Gods.

Les også: Hva er datadrevet salgskultur?

Bli med på webinar: Hvordan selge mer med datadrevet salgscoaching


FinansPartner skifter ut det gamle rapporteringssystemet med et skybasert analyseverktøy

“Vi skiftet til Business Analyze sin skyløsning fra et annet analyse- og rapporteringsverktøy. Vi er imponert over hvor raskt det er og hvor enkelt det er å bruke,” sier Arild Frøseth, CEO i FinansPartner

FinansPartner hjelper kundene med å styre økonomien deres, og sikre dem gode lån og forsikringer.

Selskapet begynte å bruke SuperOffice CRM i 1996 for å sikre god kundeservice og organisere informasjon. Samtidig investerte de også i et rapporteringsverktøy for å kunne trekke data ut av SuperOffice og presentere de i dashbord og analyser.

Nå har FinansPartner gitt opp det gamle rapporteringsverktøyet og gått over til Business Analyze.

– Vårt første rapporteringsverktøy ble utdatert. Det ble ikke oppdatert sammen med SuperOffice. Hver gang vi oppdaterte SuperOffice fikk vi tekniske problemer. Vi måtte tilpasse rapporter. Det kostet mye å holde løsningen i live. Det var en reell risiko for at vi kunne bli stående uten rapporteringsløsning.

– Vårt eneste alternativ var å finne en ny rapporterings- og analyse løsning. Vi måtte ha en løsning som fungerte mot SuperOffice som standard. En løsning som enkelt kan gi oss det vi trenger.

– Vi valgte Business Analyze. Den oppfyller alle våre kriterier. Nå er jeg alltid oppdatert på salg og trenger ikke tenke på tekniske detaljer.

Droppe egne servere og flytte opp i skyen

FinansPartner planlegger å droppe egne servere og flytte opp i skyen med SuperOffice CRM. På et eller annet tidspunkt vil alle IT løsninger ligge i skyen.

– Vi koblet vår eksisterende versjon av SuperOffice on-premise til Business Analyze skyløsning. Når vi går over til SuperOffice on-line, trenger vi ikke gjøre noe med oppsettet, sier Frøseth.

Grundig forståelse av kunder og salg

Salgstall og statistikk vises i dashbord.

FinansPartner’s rapporter inkluderer blant annet:

  • faktisk salg mot budsjett per produktområde
  • salg og budsjettert salg per konsulent/rådgiver
  • analyse av salg per måned, kvartal, år osv.
  • salg og kommisjon brutt ned på kanal
  • aktivitetsrapporter for de tre viktigste aktivitetene

– Alle våre agenter trenger en enkel måte å se deres kunders kjøp, volumet de kjøper fra forskjellige kilder (f.eks. hvilken bank eller forsikringsselskap) og spesifikke detaljer om hvert kjøp.

– Jeg følger også veldig tett med på vår inntjening – per måned, produktkategori og kanal.

– Jeg bruker Business Analyze daglig til å sjekke status og se hva som skjer i selskapet.  Det å måle fremgang og måloppnåelse er litt avhengighetsskapende,” konkluderer Frøseth.


Mer informasjon om Finans Partner –

Vår rolle: Business analytics

Rådgiver og system konsulent: Per Olav Langås, Amesto Solutions