Industrial growth engine for manufacturing scale

Kemppi is a Finnish welding technology manufacturer with operations in over 70 countries.

Its products and digital tools serve industrial B2B customers such as shipyards and contractors. Historically, Kemppi sold primarily through dealers and distributors. As a result, visibility into end-users was limited.

At the same time, marketing messaging increasingly targeted decision-makers, engineers and welders within industrial organisations. The infrastructure, however, did not fully support that ambition.

Kemppi needed to strengthen direct engagement with end-users while maintaining its dealer network.

Key challenges included:

• Limited end-user data in CRM systems
• A need to replace legacy marketing automation with HubSpot
• Integrating HubSpot with Salesforce to support marketing–sales collaboration
• Improving workflows between marketing, sales and dealers

Growth initiatives were active, but not yet structured into a unified commercial engine.

We supported Kemppi in redesigning its commercial growth engine to scale more effectively across international markets.

The focus was not on deploying a platform, but on aligning how demand is generated, qualified and converted across marketing, sales and dealer networks. This required establishing shared lifecycle logic, clearer ownership across teams and consistent ways of working across regions.

Technology enabled this shift, but the core change was structural. Fragmented activities were replaced with a more coordinated, data-driven commercial system where demand, pipeline and customer insight are connected.

Kemppi moved from limited visibility into demand towards a more structured and transparent commercial model across markets.

Demand signals became clearer and more consistently captured, allowing marketing, sales and dealer networks to operate with a shared understanding of how opportunities develop. This made end-user needs visible earlier and enabled more relevant and timely engagement.

Internally, the organisation adopted a more unified commercial infrastructure, creating the conditions for scaling initiatives such as eCommerce and lifecycle-driven programmes.

From a commercial perspective, this resulted in:

• A more connected flow of data across marketing, sales and partner networks
• Improved visibility into demand quality and progression
• A stronger foundation for building predictable and scalable pipeline

In global industrial markets, growth depends on more than product innovation.

It depends on how well marketing, sales and partner networks operate as one system.

When properly integrated, commercial teams can act on shared signals, not assumptions. It connects functions, aligns markets and turns demand into something measurable and manageable.