ABC is one of Denmark’s leading engineering firms, ranking among the top eight in the country.

With nearly 200 employees, the company specializes in delivering holistic engineering solutions across all disciplines within the construction industry.

The company’s unique approach, known as “competence-based consulting,” ensures seamless interdisciplinary project management by collaborating with a network of specialized consulting engineers, such as sustainability, digital design and building information modeling (BIM), architecture, acoustics, ventilation, and energy among others.

With a strong focus on integrated solutions, ABC also specializes in structural engineering, electrical installations, heating, ventilation, and air conditioning (HVAC), and environmental considerations.

This enables ABC to take full responsibility for every aspect of a project, from inception to completion, ensuring high-quality execution across diverse engineering fields.

ABC takes a distinctive approach to business development by operating without a conventional sales team — something rarely seen in their industry. Instead, their engineers play a dual role: while primarily focused on technical project delivery, they also engage with customers and contribute to sales activities.

This unique model, while effective in fostering technical trust, created a challenge: how to ensure consistent, structured customer engagement without a dedicated sales force. Relying solely on engineers risked missed opportunities and inconsistent follow-ups.

To bring greater structure to their commercial efforts, ABC moved from its previous CRM to Salesforce.

The goal was to enable ABC’s technical experts to easily track interactions, manage relationships, and contribute to business growth in a more organized and efficient way.

The key challenge became configuring Salesforce to fully support this hybrid approach, empowering engineers to easily integrate sales activities into their everyday workflows.

To help ABC address the mentioned challenges, we upgraded its Salesforce Sales Cloud reports and dashboard.

Einstein Activity Capture with specific synchronization settings was enabled to automatically log emails and calendar events, making it easier for the team to keep track of customer interactions.

We then adjusted and created a number of reports and dashboards focused on customer engagement and commercial target tracking.

These updates helped the team stay informed, prioritize tasks more effectively, and act on day-to-day insights.

Objectives: Automate activity tracking, enhance engagement visibility, support data-driven decisions, improve commercial target monitoring, optimize reporting processes.

Deliverables: Einstein Activity Capture setup, customized sync settings, reports on engagement, dashboards for trends, actionable insights.

Following the collaboration between Twistellar and ABC, the client received upgraded Salesforce Sales Cloud reports with a focus on the targeted metrics that matter most in the client’s unique setup — customer engagement and commercial target fulfillment. This allowed ABC to bring structure and visibility to its business development model, driven by technical experts rather than a traditional sales team.

With the new reports and dashboards in place, engineers gained the possibility to track interactions, monitor follow-ups, and stay aligned with commercial goals without disrupting their project work.

ABC gained the ability to identify engagement gaps, react to opportunities promptly, and ensure that no potential lead or relationship was overlooked.