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Global Vision, Local Action: how Soprema made their Salesforce implementation succeed

When an inter­na­tion­al play­er opts for a glob­al IT trans­for­ma­tion, the focus often lands on uni­for­mi­ty and speed. But what if that ​“high-speed train” races straight past local reality?

For Sopre­ma North­ern Europe, spe­cial­ized in insu­la­tion and water­proof­ing for the con­struc­tion sec­tor, that was exact­ly the real­i­ty dur­ing their move to Sales­force. What start­ed as a deci­sion from head­quar­ters (Sopre­ma World­wide) turned into a chal­lenge: rec­on­cil­ing the local needs of Bel­gium, the Nether­lands, France, and the UK with a glob­al strategy.

29 January 2026

The pitfall: global tools, local friction

Like many large orga­ni­za­tions, Sopre­ma invest­ed sig­nif­i­cant bud­get in a glob­al part­ner to roll out Sales­force and mar­ket­ing automa­tion. The prob­lem? A glob­al part­ner rarely accounts for spe­cif­ic local requirements.

The con­se­quences were pre­dictable: when a tool does­n’t match how local teams actu­al­ly work, user adop­tion col­laps­es. You end up with an expen­sive sys­tem that goes unused because the fields don’t match real­i­ty or because local reg­u­la­tions were ignored.

The solution: the bridge between Global and Local

HAVIK/​Customer Link (Hype­r­i­on enti­ties) stepped in, not to replace the glob­al part­ner, but to act as a cru­cial link. Because we ​“speak the same lan­guage” (both tech­ni­cal­ly and func­tion­al­ly), we were able to push the glob­al part­ner to keep the sys­tems open to local adjustments.

Con­crete­ly, we inter­vened at the foun­da­tion­al level:

  • Adjust­ing data mod­els: we made sure fields and inte­gra­tions were cor­rect­ly set up for the local markets.
  • Mar­ket­ing automa­tion for B2B2C: Sopre­ma has a spe­cif­ic mod­el. They don’t tar­get the end cus­tomer direct­ly, but archi­tects and man­u­fac­tur­ers. That requires com­plex, data-dri­ven cam­paigns for which a ​“360-degree view” of the data is essential.

Proximity works: post-its and brainstorms

Where a glob­al part­ner often stays at a dis­tance, Sopre­ma delib­er­ate­ly chose prox­im­i­ty. Our team worked lit­er­al­ly on-site at head­quar­ters. Togeth­er in a meet­ing room, stick­ing up post-its and map­ping out cam­paign flows. That phys­i­cal pres­ence and cul­tur­al fit meant we could move fast and switch gears efficiently.

From implementation to self-sufficiency

The best part of this part­ner­ship, which has now run for five years, is Sopre­ma’s own evolution.

Our phi­los­o­phy isn’t to make clients depen­dent on us. Quite the oppo­site. We trained Sopre­ma in using mar­ket­ing automa­tion with­in Sales­force (how to build cam­paigns, the link with sales data, and so on). The result? Sopre­ma now han­dles the vast major­i­ty of it them­selves. They’re self-suf­fi­cient for day-to-day oper­a­tions and only come to Hype­r­i­on for com­plex fea­tures or strate­gic advice.

It’s a win-win: for Soprema, it’s a limited investment with a lot of impact, because they bring as much expertise in-house as possible.

Katrien Vermeiren

Worstelt uw organ­isatie ook met de bal­ans tussen glob­ale richtli­j­nen en lokale noden? Ont­dek hoe Hype­r­i­on de brug slaat en uw team zel­fredza­am maakt.

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