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Automation equipment manufacturers · CRM

Keep one record per panel builder, with the machine your part went into.

A CRM for an automation equipment maker is the record of every distributor, panel builder, OEM and integrator you deal with, and what each has bought or asked. GullySales works on the fields and habits that make the record useful to the people who sell and support.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Automation engineers inspect a guarded robotic production cell

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for automation equipment manufacturers

Sales and marketing for automation equipment manufacturers, the overview.

Last updated 18 Oct 2026.

For automation equipment manufacturers

Where it usually goes wrong, and what we would do.

  • “The order book hides the buyer”

    Your invoices show the distributor. The panel builder and the machine behind the order are known only to whoever took the call. When that person leaves, the knowledge leaves too.

  • “Technical questions are sales history”

    An engineer's question about a drive on a winder shows an application and a coming order. If the question lives in a personal inbox, sales never sees it.

  • “Design-ins are long relationships”

    An OEM that designed in your part buys again with each machine built, for years. The record has to hold the machine model, the part, the engineer and the next design.

  • “Staff stop updating a heavy form”

    A long screen of fields filled after every call is skipped by the busiest people. A short record that takes a minute holds more truth than a perfect one nobody fills.

What we do

What we deliver for automation equipment manufacturers.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. A short record for each enquiry

    Fields for the source, company, contact, product, application and next step, kept to what people will fill.

    Result: Each enquiry shows its source and the person who owns the next step.

  2. An account list for OEMs and builders

    A sheet of machine builders, the machine each put you in and the date of their next design review.

    Result: You can list the OEMs who designed you in and into which machines.

  3. Distributor records

    The distributors who stock you, what they hold, who was trained and the last visit.

    Result: Each distributor row shows stock, training and last contact.

  4. A technical question log

    A shared log where every question is entered with the product, the answer and the person who gave it.

    Result: Questions are searchable by product and by company.

  5. A decision on software

    A comparison of a shared sheet with a CRM tool in ordinary use in India, based on your team's size and habits.

    Result: You have a written choice and the reason for it.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

Fields worth keeping against each panel builder or OEM.

Machine the part went into
Filled by the application engineer. Lets you find the next builder of the same machine type.
Part number and quantity specified
Filled when the quote is sent. Shows which products are being designed in and where.
Distributor that supplied the order
Filled by the sales coordinator. Lets you pass the lead back and see which counter brings builders.
Technical question raised
Filled by whoever answered. Turns support calls into a record of what buyers doubt before ordering.
Next review date for the design-in
Set by the sales owner. Prompts a call when the OEM's next machine model is likely to be specified.

Who it is for

This is written for these automation equipment manufacturers.

  • Servo and variable frequency drive makers
  • PLC, HMI and controller makers
  • Sensor, encoder and proximity switch makers
  • Relay, contactor and control panel component makers
  • Motion control component makers, including linear guides and actuators
  • Power supply, signal conditioner and instrumentation makers
  • Industrial networking, gateway and IoT device makers
  • Machine vision and barcode reader makers

Not for

It is not the right fit if.

  • Your team already skips a three-line enquiry sheet, and a longer record would only be left empty.
  • You have no one to own the record, so entries would stop after the first rush of enthusiasm.
  • Your orders all pass through distributors who never share a buyer's name, so the record would show distributors and nothing else.

Before you decide

Agree the work. Know how to judge it.

CRM for automation equipment makers: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

List the records your team uses and show how an enquiry becomes an order today. Bring examples of duplicate entries, missing owners, and reports that require manual correction.

Make the scope clear

Agree the stages, required fields, access roles, and integrations before configuring the system. Separate software subscriptions from setup, data work, and training.

Check the work in use

Ask the people who will use the CRM to complete a real handover and find the next action without help. Check that the management report can be traced back to individual records.

Know when to change course

If the process is unclear, buying a more complex CRM adds more places for confusion. Start with the minimum fields and rules the team can use consistently.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Sales journey agreement

    Your sales lead explains how an enquiry becomes an order, using open deals as examples. We agree which steps belong in the CRM and identify decisions needing your approval.

  2. 2

    Configuration approval

    You approve stage definitions, required fields, ownership rules, and access. Unresolved choices are settled before configuration starts.

  3. 3

    Test environment decision

    We confirm whether your plan provides a trial copy or separate pipeline. Where neither is available, changes to the live system need an agreed approach before work proceeds.

  4. 4

    Connection and rule checks

    Enquiry connections are checked before automations are activated separately. Your nominated owner verifies where records arrive and which person receives each task.

  5. 5

    Sales team acceptance

    The people handling enquiries test open deals from entry through closure. Required corrections are resolved before you approve the switch.

  6. 6

    Switch and ownership handover

    The agreed configuration goes into use, and your CRM owner receives the final record. Any post-switch corrections included in the scope are documented before handover closes.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is a spreadsheet enough?
For a small team, a shared sheet with a few fixed columns is enough to begin. It stops being enough when two people contact the same builder or when records go missing. Move to a CRM tool at that point, with the same fields.
Our staff will not update it. What do we do?
Cut the form to the fields you use. Then make the sales review read from the record only, so a missing entry is visible. Staff update what the owner looks at.
What about customer chats on WhatsApp?
Paste the key point and the next step into the record after the chat, and keep the chat itself on a company number rather than a personal phone. The record then survives when the person who spoke to the customer moves on.
Should technical support calls go into the same record?
Yes, link them to the account, since a failed sensor or a wiring doubt is part of the buyer's history with your part. A support call tells the sales owner which panel builder is actively using your range. Keep a separate tag so the sales view stays readable.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for automation equipment manufacturers

Related work to consider.

Closest to this: leads and follow-up

Also for automation equipment manufacturers

Or start from the overview: sales and marketing for automation equipment manufacturers.

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