01 / Robert Bosch Spain
From fragmented customer data to commercial clarity.
Turning fragmented customer information into commercially usable data for a B2B business line inside a global company.
- Company
- Robert Bosch Spain
- Period
- 2020 — 2024
- Focus
- CRM · Customer data · B2B · Commercial operations
01The default
In a growing B2B business line, customer information — companies, contacts, projects, fleet users — accumulates faster than it becomes usable. A CRM can exist and still not change a single commercial decision.
02The question
Is the CRM a database the team fills in, or the system commercial decisions actually run on?
03The alternative
Treat customer data as commercial infrastructure. The trade-off: less speed in capturing information, more rigour in structuring it — so launches, follow-up and reporting can rely on it.
04What I built
- Structured companies, contacts and projects in CRM to turn fragmented information into a base for commercial work.
- Organised fleet-user records so the team could work with that information.
- Contributed to CRM development so the system fitted how the commercial team actually worked.
- Connected the data work to commercial projects and product launches.
05Impact
- 2,000+CRM records structuredDirect contribution
- 500+fleet-user records organisedDirect contribution
- €7M+annual revenue of the business lineBusiness context
The business line’s revenue describes the scale of the context, not a result attributable to one person.
06Takeaway
A CRM is worth the decisions it makes easier — not the records it holds.
07How to read this work
Structure before volume
This case is not about collecting records. It is about making companies, contacts and projects usable within a shared commercial activity. Volume describes the scope; usefulness depends on structure and its connection to how the team works.