The Challenge

For RAPS, CRM was not new. SAP Sales Cloud had been in use for years, but adoption remained limited. Sales teams used the CRM to capture customer orders and initiate development processes, yet not consistently as a tool for active customer management. Sales leadership also lacked the consistent CRM data needed to steer the business with confidence.

The core issue was not the value of CRM itself, but the way it fit into the reality of field sales. RAPS sales reps spend much of their day on the road, moving from one customer visit to the next. Professionals field sales reps may have only 15 to 30 minutes between visits, while Key Account Managers need to prepare for strategic conversations with large industrial customers. In both cases, screen-based CRM work created friction.  

As a result, CRM updates often happened too late. Visit reports were written after meetings or in the evening, sometimes from handwritten notes, WhatsApp messages or memory. Important context about customers, contacts, product interests, complaints or opportunities risked staying in the salesperson’s head instead of becoming structured CRM data.

That created several business challenges: incomplete visit reports, missing contact details, patchy account information, limited pipeline transparency and less reliable preparation for future visits. For RAPS, the challenge became clear: if CRM was going to create value, it needed to become easier to use in the flow of sales work.

As Justus Kienert, Chief Information Officer at RAPS put it:

“We get feedback that this is a lot of admin work for our field sales team… And they spend a lot of time in the car.”

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The Solution

RAPS introduced Donna as a mobile, multimodal AI sales assistant integrated with SAP Sales Cloud. Donna works through voice, chat and photos, allowing sales reps to interact with CRM in a natural way without needing to type, open a laptop or work through screens between customer visits.

The implementation focused on a couple of key moments in the customer meeting workflow.

Before the meeting, Donna prepares the sales rep with a voice-based briefing. She summarizes the last visit, highlights open tasks and follow-ups, gives an overview of orders and product history, shows active leads or opportunities and can enrich the briefing with relevant company updates.

After the meeting, Donna turns the conversation into action. Reps can debrief by voice, after which Donna creates the visit report in SAP Sales Cloud, assigns tasks, creates or updates leads and opportunities, enriches contact data and drafts follow-up emails for review.

This was especially important because RAPS did not want to hold for its planned transition from SAP Sales Cloud V1 to V2 to take action. Donna integrates with SAP C4C V1 and V2, allowing RAPS to improve user adoption immediately while building toward its future CRM landscape. As one of the key learnings from the project stated: making CRM screenless is not a nice-to-have, but an important way to get field sales reps to actually use it.

The rollout was pragmatic and fast. RAPS and Donna had their first discovery conversation in January 2026, committed to a pilot in February, completed functional scoping and field sales interviews, configured the SAP C4C integration in March and went live with the first pilot users in April. In less than 30 days from commitment, 10 pilot users were active across field sales, key account management and telesales.

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The Impact

Donna helps RAPS turn CRM from an end-of-day admin task into a natural part of field sales work. Reps can prepare in the car, capture meeting insights right after the visit and update SAP Sales Cloud before arriving at the next customer.

For RAPS, this means better CRM adoption, more complete visit reports, richer contact data and more reliable pipeline visibility.

Most importantly, Donna gives RAPS a practical way to innovate now: building the CRM foundation while making it easier for sales teams to actually use it.

“We had a tremendous response from the sales team. My sellers were begging me to never take this away again.” - Justus Kienert, CIO at RAPS