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 – measure goals like 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

Sign up for the latest articles, product news and event invites.

    By providing your email you agree to our Privacy Policy.

    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 the CRM and ERP systems.

    Better insight into the development of the sales pipeline – several quarters ahead- reduces the chances 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 in practice. 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 time and effort.

    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 four important aspects of the project:

    #1 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.

    #2 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.

    # 3 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 months ahead. In fact, it might be the most important report. Danfoss Semco can look into the forecast with good reliability at least 3 quarters ahead.

    #4 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

    Sign up for the latest articles, product news and event invites.

      By providing your email you agree to our Privacy Policy.

      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,” he says. “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 ways to better 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 spot things we should work on or prioritize in order to reach goals.

      Easier track and analyze sales

      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.

      Sign up for the latest articles, product news and event invites.

        By providing your email you agree to our Privacy Policy.

        Puzzel ramps up CRM & Sales Analytics to Speed Growth

        To support double digit growth, Puzzel is undertaking a bold plan to upgrade  CRM processes and modernize sales reporting. Results so far include sales teams achieving monthly activity targets 20-30% more often and sales forecasting accuracy improving to within 98%.

        New technologies and routines improve performance and decision-making

        Puzzel, recognized by Gartner for the third year in a row as a leader in contact center solutions, experienced year-on-year growth of 20% and has ambitious growth targets this year.

        The company, who supports more than 500 customers across the Nordics, UK and Baltics, expanded into Finland in early 2018 and was chosen by insurance company – If –  to support the largest cloud-based contact center in Europe, with a solution for telephony, web chat, Facebook, e-task (e.g. e-task in CRM) and SMS.

        To continue high growth levels, the company is taking clear steps to support management level decision-making and sales performance. One of the key initiatives, is a bold plan to upgrade their CRM processes and modernize their sales reporting.

        We are fortunate to have exceptional sales teams in 6 countries, but we can’t fully reach our potential without taking advantage of CRM data and insights. We must instantly and reliably see what is going, at all times, if we are going to make our goals a reality.
        Gunnar Aasen, Chief Commercial Officer

        Limited by static sales reporting

        The CRM system wasn’t being used to its full potential. Sales added select data to the CRM system before weekly reporting deadlines and sales directors exported the data to Excel in order to create reports.

        As a result, the management team relied on sales reports created by each country to know ‘what’ is happening. The reports were quickly outdated and didn’t allow leaders to explore ‘why’ things were happening.

        Because the company used a variety of other tools for email, quotes and proposal processes, important background information was missing from sales reports.

        The company, therefore, stepped up routines and implemented systems that made reliable sales reports available online, from one location.

        Fresh approach with deeper insight

        When Aasen joined Puzzel in 2016, the company started a two-pronged approach: 1) systematically addressing places where their CRM strategy was slipping; and 2) investing in a business analytics tool – Business Analyze.

        Aasen has deep experience both using, selling and implementing sales enablement technologies, in addition to contact center solutions.

        –  The first step was to start logging everything in our SuperOffice CRM. It is a very good tool, but like every system, it is only as good as how we use it. We cleaned out many custom fields and tried  to use SuperOffice as it was designed.

        –  We worked in teams to develop a mutual understanding of why sales data and measurement is so important. Then we invested in Business Analyze to make this data readily accessible and meaningful.

        –  During the past 1-2 years we have had many other projects and of course sales opportunities that took priority at times, but we remained committed to better internal routines.

        Better data and decisions

        Now Puzzel is consistently capturing and using data as a decision-making tool. Live dashboard reports help leaders and their teams understand day-to-day progress – and what needs to be done going forward. Because errors in sales figures are so obvious on dashboards, the reporting accuracy has increased to approx. 95%.

        Other improvements include:

        • Automated – Revenue and activity reports are automatically generated and displayed for the board, sales directors and individuals.
        • Consistent – The lowest level information is rolled-up to higher level, leaving no room for inconsistency.
        • Performance improvements – In each region, sales directors actively use Business Analyze as a coaching tool.
        • Goal achievements – 20-30% more often achieve weekly activity targets.

        CEO Børge Astrup’s office monitor shows live sales figures  so he sees what’s going on at any given time.

        Complete control

        “Good data and reporting for decision making processes is essential for our growth. For example, our pipeline used to be inflated but now the forecast is 95% accurate – and so is overall reporting accuracy. We have better control and can plan ahead.”

        “We believe we have to be measured in order to improve.  Methodically working with CRM and Business Analyze has become a normal part of our culture. It’s helping us reach ambitious growth targets,” concludes Aasen.

        For more information:

        Sign up for the latest articles, product news and event invites.

          By providing your email you agree to our Privacy Policy.

          Block Watne takes CRM, digitalization and business analytics to new heights

          “The way people find, view, evaluate and purchase homes has changed because of digitalization, apps and mobile services,” says Bjørnar Tretterud, Sales and Marketing Director at Block Watne, one of Norway’s leading developers of residential properties.

          “Customers expect more of us and we must be certain we can deliver to the highest standards. We are continually adapting and refining the way we do things. Buying a new home is a big event in life. We want it to be a fantastic experience.”

          Processes and technologies are continuously refined to support the customer journey.

          Technologies and workflows that create value

          During the past 3 years, Block Watne sales and marketing has put additional focus on technologies and workflows that create value for customers, contractors, suppliers and their business.

          The CRM (Customer Relationship Management) system is the central business system for capturing every detail about customers, properties and projects. Without a well-functioning CRM, it isn’t possible to manage the large and intricate process of selling and building more than 1000 new homes each year.

          But it isn’t only the CRM system that is important. The data within the system feeds an entire ecosystem of related processes and workflows.

          One of these is business analytics. Using business analytics software, Block Watne pulls data from the CRM system, calculates key performance figures, and presents information on digital dashboards so employees have it as needed.

          Key outcomes include:

          • Automated sales reporting saving 20 – 30 hours per week among sales directors
          • Improved sales forecasting accuracy to within 98% every month
          • Business analytics for customer service  – average claim handling time reduced from approx. 120 to 50 days
          • Digital dashboards with continuously updated sales figures and stats

          Company goals and performance updates are shared from business analytics software to various digital channels.

          Rock solid control of sales and forecast to 98% accuracy

          More than 230 people in production, sales and marketing uses CRM, analytics and dashboards to carry out tasks and make decisions.

          Marketing sees when properties are coming for sale so they can time advertising campaigns.

          Sales sees current and past sales by region, property type, location, price or any other dimension of interest. Are we ahead or behind budget? Directors look at pre-packaged reports during their weekly meetings or during meetings with the board of directors.

          “This is a substantial change compared to how things were done before dashboards,” says Tretterud. “Regional sales directors used to email their pipeline each week. They dialed in by telephone before the weekly meeting. It was a stress to reach the deadline. Now sales status is updated continuously from the CRM to sales dashboards.


          On average we save around 20-30 hours each week. Regional directors don’t have to call in anymore. There’s less stress and meetings are more focused. Since we started with business analytics the sales forecast is accurate to 98%.


          He admits he is a stickler for structure. Everything sale and detail must be registered.

          “Dashboards are the first thing I check in the morning.  I have full view of units that are coming for sale, which one’s are listed and when they are sold.”

          60% faster claim handling time in customer service center

          Block Watne’s claim handling time is reduced from approximately 120 to 50 days (58%). The improvement came after the company set clear goals for the customer service center and followed-up handling time on dashboards.

          Every customer request that comes in by email is recorded and followed up using SuperOffice customer service system. Then, Business Analyze analytics tool presents insights based on customer service data. Which products or places are their issues? Why? With greater insight, managers improve quality and better manage agreements with suppliers or contractors.

          Keep an eye on every step of the process

          More than 500 data fields keep track each client’s route to a new home, from the time a property is listed through to completion day. If data about a property or sale is missing or wrongly recorded, Block Watne may experience unnecessary delays or errors.

          To avoid this problem, an analytics dashboard monitors data quality.  Are the right bits of data in the CRM or is there a problem?  If everything is correct, there is a green light. If not, a red light links to more details and trouble-shooting.

          New developments every month

          “There is much more we want to do, but we have to prioritize,” says Tretterud. “Right now we are looking at how data can better help customers see the alternatives and opportunities in their new home, from flooring choices to walls and basement to roof.

          “We know that waiting for a home to be completed is both exciting and at times nerve-wracking. By using marketing automation tools more effectively, we can keep customers better informed underway.”

          “We are designing and programming new features every month in four large digital development projects and – all the new data we collect will be processes and KPIs (key performance indicators) will be presented via SuperOffice to Business Analyze.

          Who’s involved?

          Above: Listings of Block Watne homes for sale on

          Sign up for the latest articles, product news and event invites.

            By providing your email you agree to our Privacy Policy.