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Problem
Fragmented lead tracking created blind spots
Unicontrol, a Denmark-based scale-up in the construction automation industry, delivers a simple yet powerful 3D machine control system for heavy construction machinery, designed in close collaboration with contractors. The company operates through a global network of distributors, but the marketing team lacked visibility into what happened to the leads they generated once these were handed off to external reps.
The Digital Growth and Marketing Manager, responsible for global lead generation, was unable to determine whether leads turned into opportunities or sales—creating a significant blind spot in performance tracking and optimization.
Initial attempts to address this included testing Airtable and building a custom tool using Flutter with an engineer. However, these solutions either lacked essential functionality or were too resource-intensive to maintain. What Andre needed was a scalable, user-friendly solution with robust permission controls and centralized lead tracking.
Q1
Solution
Building a centralized lead management system
After evaluating several platforms, Andre implemented SmartSuite and built a “lead manager”—a centralized CRM-style application that functioned as a bridge between Unicontrol’s marketing team and its distributor network.
Using SmartSuite’s advanced permission settings and view configurations, he ensured that distributors could only access and update specific fields, minimizing data errors. Integrations through Zapier automated the routing of leads, while SmartSuite forms made it easy for team members to enter lead details.
Additional modules, such as an “Inbox” for capturing website submissions and a “Lead Bridge” for routing them, helped streamline the workflow. SmartSuite’s flexibility allowed Andre to build and iterate on the platform without needing technical support or custom code.
Q2
Results
Faster feedback loops fuel distributor expansion
SmartSuite now serves as Unicontrol’s go-to platform for managing the initial qualification and handoff of leads. It acts as a shared workspace where the marketing team can monitor lead activity and distributors can easily provide feedback—closing the loop on performance insights.
A compelling example of success came from one of Unicontrol’s distributors, which adopted SmartSuite as its primary CRM. Over 12 months, the distributor scaled from 3 to 14 team members, with SmartSuite functioning as its operational backbone.
The solution has brought much-needed structure and visibility to a previously fragmented process, enabling Andre to measure lead outcomes across global regions and make strategic marketing decisions—without the need to build a custom solution from scratch.
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