New CRM at SZ Media Bayern: alfamedia launches HubSpot

In August 2025, SZ Media Bayern successfully introduced its new CRM system, HubSpot, which was managed and implemented by alfamedia as the system integrator. The implementation of this modern system represents a significant advance in sales management and optimises numerous internal processes.

“With the introduction of HubSpot, we have reached an important milestone for the future viability of our sales department. The new CRM system creates transparency in our customer relationships, facilitates collaboration within teams and enables us to respond even more quickly and specifically to our customers’ needs. We would like to thank alfamedia for their professional implementation and are delighted to now be able to continue growing on a modern basis.” – Christine Tolksdorf, Director of SZ Media Bayern, and Ute Buck, Project Manager and Team Leader for CRM System/Department Support.

In a process lasting several months, bidirectional synchronisation of all customers between SAP and HubSpot was established. A connector specially developed by alfamedia continuously provides all relevant order data in HubSpot, which not only serves sales management purposes but also enables the creation of detailed customer reports. In addition, all contract data is permanently transferred to trigger contract renewals directly in HubSpot.

An important part of the changeover was the migration of email, telephone, meeting and note histories from the old SAP CRM to HubSpot. A highly customised user interface was also developed, allowing relevant core data, contact histories, relationships and sales reports to be displayed directly in the system.

The integration of MS Office 365 (email and calendar) and telephony ensures seamless communication. In addition, the system enables the management of all marketed advertising services and products, the mapping of gifts to customers and their event participation. Automated identification of territory sales representatives forms the basis for recording deals, including the generation of quotation documents.

Stefan Plaß, project manager at alfamedia, emphasises the importance of this innovation: ‘The implementation of HubSpot at SZ Media Bayern was an exciting challenge. Thanks to our strategic planning and the tireless efforts of everyone involved, we were able to successfully complete the data migration and system integration. We now have a system that allows SZ Media Bayern to work even more efficiently and in a more customer-oriented manner.’

A significant advantage of the new system is the automation of many processes that were previously controlled manually. Many activities are now controlled via automatically generated tasks in HubSpot. This has not only significantly reduced the administrative workload, but also improved the efficiency of internal processes. Feedback from users at SZ Media Bayern has been consistently positive.

The switch to HubSpot includes 45 sales licences, which are used by various teams within SZ Media Bayern. Organising the teams via HubSpot enables individual and collective sales targets to be achieved through targeted and effective use of the system. With the sales module now complete, the way is paved for the next phase of the project: the design and implementation of marketing automation processes, which is scheduled for completion by late autumn 2025.

‘Together with SZ Media Bayern, we have opened a new chapter in their CRM strategy,’ explains Michael Marcks, CEO of alfamedia. ‘This success shows once again that it is not only technical know-how, but above all close cooperation and a deep understanding of the processes that are the keys to innovative solutions.’

alfamedia looks forward to supporting SZ Media Bayern in future projects and is proud of the milestones achieved so far. The dedicated commitment of all those involved and the practical development of the system ensure that SZ Media Bayern has a strong sales management system for the future.