The Challenge

Döhler already had the platform and the process in place. SAP Sales Cloud was designed to be the source of truth for appointments, opportunities, notes, service cases and commercial follow-up. But in the daily reality of field sales, there was still a structural gap between what happened in the customer conversation and what made it into the system.

That gap was most visible immediately after a meeting. A rep walking out of a one-hour customer conversation has never known more about the account: open projects, customer priorities, sample requests, potential issues, follow-up needs and new commercial signals. But at that exact moment, they often have the least capacity to capture it. They may have five minutes before the next meeting, no laptop, and several messages waiting.

The complexity of Döhler’s sales process made this even more difficult. One customer visit can touch multiple opportunities, create new ones, trigger sample requests, or involve service cases. Each of these may require a separate workflow in SAP. What feels like one natural customer conversation for the sales rep can become multiple administrative actions afterward.

With hundreds of reps across different regions and territories, this challenge could not be solved through training alone. The gap between the meeting and the record compounded quietly every day. Valuable knowledge remained in people’s heads, in personal notes, or somewhere on the drive home, instead of becoming shared commercial context inside SAP.

The Solution

Döhler partnered with Donna to remove friction from the field sales workflow. Instead of introducing another tool to manage, Donna was integrated directly into SAP, allowing reps to prepare for meetings, capture conversations and update records through one voice-first workflow.

The first phase focused on three key moments: pre-visit preparation, meeting capture and post-visit follow-up. Before a meeting, Donna gives reps an account briefing with past interactions, open opportunities, leads and tasks. After the meeting, reps can debrief by voice, and Donna updates appointments, notes and opportunities directly in SAP Sales Cloud.

Donna was selected because it is built for field sales: mobile, voice-first, multilingual and context-aware. It does more than transcribe andit understands projects, stages, follow-up needs and what to ask next.

"Everyone can use a phone, we’re completely removing the friction." - Pierre Wiese, Director Commercial Applications at Döhler

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The Impact

With Donna, Döhler is turning customer conversations into structured SAP data at the moment they happen. Reps can prepare in the car, debrief from the parking lot and close multiple workflows through one conversation instead of updating appointments, notes and opportunities separately.

The expected impact when launching is clear: reduce the admin overhead of a customer visit from 30 minutes to under 5 minutes For the organization, this strengthens SAP Sales Cloud as the single source of truth, with appointments linked, opportunities updated and notes captured while the context is still fresh.

For customers, it means better follow-up. Sample requests, commitments and next steps are less likely to fall through the cracks because Donna helps reps act on them immediately. As Döhler frames it, this is not just a technology project, it is a commitment to the people carrying its commercial relationships every day.