Exact (ERP)
Order and delivery history per account, article master data, contract and service agreement dates.
Customer
Offer the part they are about to need, not the product they already bought
Cross-selling fails when it is based on a segment. It works when it is based on what this customer bought, when they bought it, and how long it lasts. That information is in the ERP order history and the SCM lifecycle data, not in the CRM where campaigns are built. Coheed connects them, so the campaign fires when the machine, the consumable, or the contract is genuinely approaching its end.
- Systems combined
- HubSpot (CRM)Exact (ERP)Dynamics 365 SCM
- Runs
- Weekly on Tuesday
Sound familiar?
Teams bring us this use case when one or more of these is true.
- Campaigns are sent by segment, so most recipients get something irrelevant.
- You do not know which customers are running equipment that is due for replacement.
- Replacement parts and consumables are reordered from a competitor because nobody reminded the customer.
- The installed base lives in the ERP, and marketing never sees it.
How it works
Coheed runs this weekly, which matches the rhythm of a campaign calendar rather than a dashboard.
- 1
The installed base is reconstructed
Order and delivery history per account is turned into what each customer actually owns: which articles, in what quantity, delivered when.
- 2
Lifecycle milestones are applied
Expected lifespan, service interval, consumable cycle, or contract end date per article turns that installed base into a timeline of upcoming needs.
- 3
Timing and relevance are scored
Accounts approaching a milestone are ranked by fit and value, and suppressed where a recent order shows the need has already been met elsewhere in the group.
- 4
The campaign fires in the CRM
The list, with the specific article and the reason it is relevant, is delivered into the CRM so a campaign or an account manager can act on a concrete, personal reason to make contact.
Which data it uses
Only the fields this use case needs are read. Nothing is copied that the insight does not use.
Dynamics 365 SCM
Product lifecycle and service-interval data, and availability of the replacement or consumable.
HubSpot (CRM)
Contacts, consent and communication preferences, campaign membership, and the account owner.
What changes
What a team notices once this runs. No invented percentages: the effect depends on your data and your process.
- Outreach carries a concrete reason, which is what makes it welcome rather than noise.
- Replacement and consumable revenue is captured instead of drifting to a competitor.
- The installed base becomes usable by marketing and sales, not only by finance.
- Campaign volume goes down and relevance goes up.
From insight to action
Cross-Sell Campaign Agent
Available as an agent
Promoted from this insight, the agent builds the target list, attaches the reason per account, and enrols contacts in the CRM campaign. Teams typically run it autonomously for consumables and human-in-the-loop for larger replacement offers.
Mode: Human-in-the-loop or autonomous
Every insight can stay read-only, run with human approval, or run autonomously. You decide per action type, and you can change it later.
FAQ
Frequently asked questions
How do you know a product's lifespan?
From your own data where it exists: service intervals, contract durations, or the observed reorder rhythm per article. Where it does not exist, the observed pattern across your customer base is the starting estimate.
Does this respect marketing consent?
Yes. Consent and communication preferences are read from the CRM and act as a hard filter; an account approaching a milestone without consent is simply not enrolled.
Can an account manager act on it instead of a campaign?
That is the more common setup for high-value accounts. The same list can be delivered as tasks to account owners rather than as a bulk campaign.
What if the customer already reordered elsewhere in our group?
Recent orders across the connected systems suppress the trigger, which is exactly the kind of check a CRM-only campaign cannot make.
Built on these maturity levels
Other use cases
Predictive Customer Lifetime Value
Score churn risk and future value per account by combining CRM engagement decline with ERP order frequency and value trends.
Lead-to-Quote Readiness
Surface correct ERP pricing, live stock, discounts, and customer agreements on every new CRM lead so sales can quote immediately.
Order Exception Monitoring
Catch stock gaps, unrealistic delivery dates, pricing errors, and missed agreements after the order, before the customer notices.
See this on your own data
Tell us your ERP, CRM, and SCM stack and we will show what this use case looks like on your systems.