training
structural digitalisation for marketing and sales at CES
Company: CES
get to know:
CES
CES was founded in 1840 and started as a locksmith and cylinder manufacturer. What began as a family business has grown into an international organisation with more than 400 employees, active in multiple countries.
CES develops and produces mechanical and electronic locking systems for residential and commercial construction, and supplies access control solutions for complex and specialist projects. Within the Netherlands, CES is working on a clear transition towards a future-proof, digital-first organisation.
the challenge
CES was at the start of a broad digitalisation drive. The organisation saw that digitalisation was necessary to stay competitive, efficient and client-focused. The immediate challenge lay with marketing and sales, but it was essential that this change was supported by the whole organisation.
The question therefore went beyond deploying new tools. CES was looking for a partner who could help with:
Creating understanding and support for digitalisation- Setting up marketing and sales processes more smartly
- Using AI and digital tools without depending on external parties
The request for help to BE Digital was clear:
how do we make digital tools, channels and resources a structural part of the way we work?
our solution
- starting point, awareness and a shared direction
The collaboration started with creating awareness and direction. We organised several digital inspiration sessions for the entire team, covering digital developments, changing client behaviour, platforms and tooling. This created a shared foundation and a shared understanding of why digitalising is necessary.
- first get the technical foundation in order
Next, we worked in a targeted way with the marketing and sales team. In in-depth sessions we introduced digital marketing, digital sales, social selling and the use of data and AI in day-to-day practice. AI was used to make insights available faster, support processes and work more efficiently within marketing and lead follow-up.
- aligning integration, tooling, processes and skills
After that, the focus was on integration. Together with CES we determined which digital tools and AI solutions were needed and how they fit within existing processes. Marketing started working with analytics, online channels and data-driven optimisation. Sales used digital tooling and channels. For example, we trained all sales staff in social selling, optimising their personal LinkedIn pages and training them in how to be structurally relevant online. We used AI tools to expand networks, structure leads and improve follow-up.
- embedding, rhythm, coaching and ownership
To make sure this didn’t remain a one-off change, we regularly organised a physical or online session/training and provided one-to-one coaching. Management played an active role by creating room for development and setting a good example!
Update: the collaboration has now lasted several years. After the Netherlands, we also delivered training in Germany at the CES head office. We trained the German marketing and sales team, and a further rollout is still to come!
what the client says
“Valuable partner“
“BE Digital has helped us take our digital approach to a higher level. As specialists, they think along at a strategic level and make sure that concrete improvements are implemented in our processes by means of AI. A big plus is the transfer of knowledge to our team. Through targeted training for marketing and sales, BE Digital has ensured that our colleagues better understand how digital contributes to growth, efficiency and customer-focused working.”
Ronald Boon
Director CES Nederland
the BE Digital Touch
This case is about lasting change. By combining strategy, technology and AI with intensive knowledge transfer, control stayed with CES itself.
No dependence on external parties, but teams who understand what they are doing and why. That delivers control, calm and an organisation ready to carry digitalisation through structurally.
control and calm
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