Glunz and Jensen applies innovative data management and self-serve analytics to product sales

To best serve customers, Glunz & Jensen, the world’s leading supplier of innovative, high-quality solutions for the global prepress industry, has more than 7000 products and parts. At any given time, the company needs accurate and fast insight into product purchases, revenues and gross margins.

Information about global sales is stored in 4 ERP systems, including Microsoft Dynamics AX. Data is lifted up daily from the databases to the data warehouse and from the warehouse pulled into spreadsheets.

Spreadsheets contain large amounts of data and potentially more than 75 different views of product sales across businesses, countries, districts, customers, product type, item type and more.

  • 7000 products and parts
  • 4 separate systems with sales data
  • >75 ways to view product sales

Like many organizations, the global management team uses input from sales analysis to make plans and decisions. With so much data, however, it was difficult to quickly get a view of the complete picture. Leaders needed to review up to 6 sub-levels of data to understand the top level results. Some people made their own analysis but this led to different views of the same figures.

The company looked for a new, faster way to group, analyze and present information to answer specific business questions.

From spreadsheets to a totally new way to access data

The IT team decided to pull data from the data warehouse and offer the organization self-serve analytics. Instead of spreadsheets, users see graphs, and charts on dashboards.

Picture: Self-serve analytics provide quick answers to specific questions – in all levels of detail.

Speedy, effective technique to analyze business activities

– Self-serve analytics give us a totally new way to access and use data. We now have a consistent, fast and readily usable way to analyze and present sales data across the entire business. Users see exactly what they want,” says Steen Tommy Rasmussen, Group IT manager.

– We also saw improvements in data quality because this way of looking at data makes it much easier to spot errors. That is a win all-round for us and customers.

With Business Analyze we have an intuitive tool to analyze our business activities across data sources. We can do custom analyses and it is easy to drill down in the data, all the way down to the invoice.” Henrik Blegvad Funk, CFO


Glunz and Jensen at a glance:

  • World’s leading supplier of innovative, high-quality solutions for the global prepress industry
  • Customers in the media and packaging industry including Agfa, Asahi, DuPont, Flint, Fujifilm, Heidelberg, Kodak and MacDermid
  • Listed on Nasdaq OMX Copenhagen A/S

Our role: data structure, transformation, analytics and dashboards



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    Tinde grows revenues 50%. Big jump in use of business analytics.

    The Norwegian company, Tinde, is a well known designer and builder of turnkey cabins. Their models are available in many styles at prime mountain locations.

    During the past 3 years, the company has experienced significant growth, doubling their revenues. This year they are building 30% more cabins compared to this period last year. The company employs 100 people and recently opened offices in Stryn in addition to their main office in Ringebu.

    Can’t effectively manage projects with spreadsheets

    Four years ago Tinde started using Superoffice CRM to manage customer information. Like many other project-based organisations, however, project members stored lots of information in their own spreadsheets: Tasks, activities, prices, style, model, size, location, design, owners, materials, permits, milestones and deadlines.

    When the number of projects doubled in a short time,  the traditional way of working didn’t scale. There was:

    • too much time spent looking for information – leaders need faster answers to specific questions
    • too high risk – deadlines or deliverables weren’t clear enough for managers
    • lack of visibility – designers needed a clearer overview of upcoming tasks

    Changed to combination of CRM and business analytics

    Tinde moved all project information into SuperOffice CRM.  They added fields to capture information that was previously in Excel and they set up helpful guides to organize sales and project activities. Then they set up digital dashboards to present select sets of essential information for each user and role.

    Above: Tinde CEO Audun Skattebo checks today’s sales and project reports on digital dashboards.

    Different dashboards allow users to see exactly what they need at a glance. All  information that is entered into SuperOffice, is organized and structured with Business Analyze.

    Project dashboards for example, highlight activities, tasks and deadlines for each person. A construction manager, for example, sees when materials have been delivered on-site for all his/her projects, or where there is a delay, and can get specific details in one click.

     The company has been through an incredible growth spurt. We simply couldn’t manage using the old methods of spreadsheets. CRM software combined with business analytics keeps us closer to what is important and we move faster.  Audun Skattebo, CEO at Tinde

    More than 45 people use dashboards daily. Some examples include:

    CEO Dashboard

    • List of top 10 sales for closing
    • Graph showing all projects sorted per phase
    • Sale last 3 months
    • Activities in organisation
    • Sale vs budget
    • And more specific details about sale/projects


    • ‘To-do-list’ of upcoming tasks for the team
    • ‘To-do-list’ of a person’s own tasks
    • List of individual tasks that are overdue
    • List of all tasks that are overdue

    Smoother workflows. Greater efficiencies.

    The company estimates 20-30% savings in terms of efficiencies and upwards of 50% time saved creating weekly and monthly reports. The next phase is to connect information from  ERP system into dashboards. Then sales reports will also contain invoicing and payment details.

    More about Tinde:

    Our role: Business analytics and dashboard software

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      Norwegian SaaS success House of Control using cloud analytics in pursuit of double-digit growth

      With over 1000 customers in 60 countries House of Control is a fast growing Norwegian software company that has been recognized as a Gaselle 5 years in a row.

      Behind smart SaaS solutions lie a well structured sales organisation. Now the company is to accelerate growth by increasing data quality and visibility. The technology they use is Business Analyze, our business analytics platform.

      How is business? House of Control CFO Carl Fabian Flaaten presents live SaaS performance metrics.


      Carl Fabian Flaaten, the CFO, is working daily with data optimisation from all angles – the technology side, people side and business-value side. We asked him why this is important.

      “We see data as the driver for activities, not the result,” says Flaaten. Our plan is to pull data from 4 separate sources into one place for analysis, reporting and insight. We are committed to making this happen.”

      For the past six months, Flaaten has been defining goals and aligning the data, working alongside sales managers and creating dashboard reports with help from Business Analyze.

      “Each database or system, for example our CRM system, gives value for a particular function. By combining data together for analysis, we will get a view of customers and processes across functions. The goal is higher performance resulting in growth.

      At our stage of growth we need to closely managed and monitor the portfolio to ensure good investments. The more data we can use and analyze, the better our decisions, says Carl Fabian Flaaten, CFO at House of Control.

      What data do you have?

      We have four main systems that capture data about sales, orders, contracts, incoming customer requests, invoices, prices, and discounts.  These include SuperOffice CRM for sales and customer support.

      In the future, we will be able to draw on every key piece of data, no matter which system it is in, and be able to use it in management meetings.

      What have you done so far?

      We set clear growth goals at company, team and individual level – also by country. These are measured in monthly recurring revenues (MRR) and annual recurring revenues (ARR).

      We measure progress and make progress visible. When you enter our reception area, there are live screens showing MRR targets, what has been achieved and what is in the pipeline weighted by sales stage. Each new sale is listed on the screen with the sales person’s name.

      The change is noticeable. Salespeople talk about MRR and how it is going. It’s created a buzz. If there is more green than yellow on the graphs, then we are doing great!

      We also changed commission models and reporting to align with goals. Rather than getting a statement, salespeople now have their own earnings dashboards. Some people have commissions based on MRR, while others have activity targets.  When we started to calculate commissions directly from live CRM data, we saw a direct improvement in data quality.

      What are next steps?

      There is a lot more to do. At our stage of growth we need to closely managed and monitor the portfolio to ensure good investments. The more data we can use and analyze, the better our decisions.”

      We will keep our eye on retention rates and use analytics to investigate ways we can prevent churn. We will use Cohort analysis.

      We will work to structure data in a way so we can answer important questions about the business. What aspect of sales work well, where should we improve? How do our most successful customers use our product and what does that mean for our product development?

      Are you using Business Analyze?

      Yes, I am analyzing the portfolio and creating reports.  I have never had a tool that offered so much flexibility, so fast.  The big advantage over Excel is that I can twist and turn tables and charts into different perspectives with one step – and underlying data is always updated and ready to use.  I’ve made a few mistakes and had to get help, but basically it is just fun to be able to check different variables and see the business on so many levels.

      What has been the most difficult part so far?

      There are a lot of details to consider and people involved.  It isn’t that easy for people to understand what it is all about until they see it. My own ideas of what we can achieve have changed and evolved.  Now that we have the first goals and measurements up on screens and everyone can actually see data in action, the rest will get easier.

      More information?

      Learn more about House of Control

      Interested in using data to grow your SaaS or recurring revenue business? Send us a quick email and we’ll get in touch.


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        Innovative use of data for 800 hotels, bars and restaurants in Norway and Sweden

        How Nores will guide members to smarter procurements

        – Saving 5% on the cost of food or beverages makes a big difference for our members – and the effect goes directly to bottom-line earnings, says Pål Semb-Johansson, CEO of Nores, Norway’s leading purchasing associations for the hotel,  restaurant, cafe industry. “In some cases, revenues would have to increase by 50% to get the same result.”  What is easiest?» Read more

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          How data and analytics help Visma deliver great customer care

          Customer insight: Video and interview with Julie Grønlund, Director for Visma Customer Care and Activation

          Customer insights_Visma

          Picture: Julie Grønlund, Director for Visma Customer Care and Activation, tells how the Customer Care team uses Business Analyze

          There are few business topics these days that receive as much attention as customer care. For all companies, and particularly SaaS companies, the importance of customer care cannot be overstated. Customers who receive good customer service are much more likely to talk about and recommend your products to friends and family. The right focus on the right customer leads to increased growth and profitability.

          We talked with Julie Grønlund, Director of Customer Care and Activation, to understand how Visma takes care of customers and, in particular,  how they are using the latest in CRM systems, data and analytics to support their efforts.

          Here’s what she said:

          Why is customer care important?

          Our passion is giving the best service to customers and providing the best service when customers contact us. The goal of the Customer Care team is to increase customer satisfaction. The team has grown from 4 to 20 people the last years because we see that customer focus is good for the customers – and our business.

          How is customer care organised?

          Customer Care includes 3 teams that work full speed for current customers. We answer more than 30,000 requests per year, help customers optmise their solutions and support sales through partners. As part of our customer program we measure Net Promoter Score. Key account managers work with cross-sales.

          What is the most important success factor for the team?

          There are a lot of elements. One important factor is that questions or services for customers is timely, accurate and well-organised. We manage an extremely high volume of activities and must have complete control of what is happening at every given time.

          To be successful, our business systems must support the work we do. It isn’t possible to sort and prioritize without accurate information and fine-tuned routines.  A good CRM system with analytics and dashboards is essential. We record everything the same way every time, follow clear processes and use the most modern cloud-based technologies available.

           “As a consultant, I use Business Analyze to keep track of my pipeline, who I need to follow up and how I am doing with regards to goals. Sales Consultant, Activation Team, Matilde Rødseth

          “In the customer care center, we respond to thousands of cases each year. We want customer to have a good experience and get the answers they need. We depend on Business Analyze to keep complete control of all the cases that come into our SuperOffice Online. Speed is important – fast response times. And of course, we never want a request to go unanswered. Team manager, Customer Care Center, Carlo Kristiansen

          “I use Business Analyze on a daily basis to keep control of sales and processes. And we like to have fun, so have created a game to help us reach targets. Team manager, Activation Team, Martin Lervik Bø

          How do you use business analytics?

          No matter what we do, we always set goals. This means activities, sales, teams, projects, leads etc. When we have defined goals, it is much easier to measure the effects.

          We use business analytics to see how we are doing and what we are getting back for the effort we put in. All the data from marketing campaigns and sales go into SuperOffice CRM and the results are calculated, presented and analyzed in Business Analyze.

          As a leader, I need full view of activities and pipeline. Using analytics, I see where potential sales can come from and whether we are planning the right activities to follow up opportunities.

          I also see how many customers have left us, what type, why and to which competitor. Our goal is to prevent churn and work proactively.

          Other things I keep track of are how many cases there are at each stage and which team closes the most cases. And of course, how many new leads we have. We don’t want a lead left alone.

          Every sales consultant uses reports in the analytics tool to keep on top of their goals for the day and see status for the current month, quarter and year.

          Do you have other tips for increasing customer satisfaction?

          Make it fun! At Visma we are not afraid to show who is doing well and excelling at delivering great customer service. Competition is healthy. We put up both activity and performance charts in full view, and we make a game out of reaching targets. Everyone wants to be at the top.

          Picture: Example of how Visma uses data and gamification within the Customer Care team to have fun and achieve goals.

          Interested in learning more? Contact us.

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