Improving the sales funnel with SAP® C/4HANA: a Whirlpool success story

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PUBLISHED: 17 September 2018


Whirlpool was evaluating how to improve their common Sales Force Automation Tool across the EMEA regions, to maximize the internal efficiency. The company aimed at creating and harmonizing the EMEA Whirlpool commercial organization giving the Sales team the chance to leverage a state of the art, effective Sales Force Automation (SFA) tool.

With the new tool, Whirlpool EMEA - part of Whirlpool Corporation - wanted to ensure cross-organizational alignment of the different functions (Finance, Supply Chain, Markets, etc.) providing them with a single source of information to perform their analysis - at the same time allowing better collaboration and visibility. To achieve this objective, Whirlpool chose the SAP® C/4HANA Sales Cloud.


  • Implementation of SAP Hybris Cloud for Customer (C4C) for Order Intake, Visit Management and Reporting. Solution accessible also via mobile and in offline mode
  • An intuitive tool for sales representatives and managers, with all information available in real-time, allowing a faster closing of deals and  easier collaboration 
  • Reduction of manual activities (orders management and checks on pricing/margins) thanks to the integration of C4C with SAP ERP system and the implementation of specific margin/discount checks
  • The field force is now more independent from the backoffice, thanks to enhanced reporting options available in C4C



Whirlpool Corporation (NYSE: WHR) is the world’s leading major home appliance company, with approximately $21 billion in annual sales, 92,000 employees and 70 manufacturing and technology research centers in 2017. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in nearly every country throughout the world.

Improving the sales funnel with SAP® C/4HANA: a Whirlpool success story