# Automated B2B sales for the energy future

> SENEC Sales App

- **Year:** 2025
- **URL:** https://fse-group.de/en/unsere-arbeit/senec-sales-app

Together with SENEC, a subsidiary of EnBW, we automated the entire B2B sales process – from product configuration through price calculation to order placement. The web-based app connects systems, lowers process cost and raises service quality – a flagship project for efficiency and customer proximity in energy sales.

As a subsidiary of EnBW, SENEC is one of the most innovative players in the energy market – with the ambition to digitally enable its trade partners in B2B sales. Together we rethought the entire sales process and automated it fully: from product configuration through price calculation to order capture.

The goal was a central, web-based solution that is technically demanding but simply works. The app connects directly to SAP ERP, Dynamics 365 CRM and DHL – no break in the chain, no manual export, no dependency on IT.

Particularly challenging: the dynamic pricing and discount logic as well as individual bundle structures that differ per trade partner. We modelled both through consistent modularisation without complicating the user journey.

Delivery was agile, with weekly sprints and direct feedback from the market. Requirements flowed in continuously – a success factor that later also became the basis for further development.

Today the Sales App is far more than a configurator. SENEC benefits from lower process cost, faster order processing and a customer relationship that does not hang on phone queues.

### System landscape & integrations

  Security layer

  SENEC Sales App
  B2B sales platform

  Value
  Order in seconds
  instead of phone & email
  no break in the chain

  ERP
  Business Central

  CRM
  MS Dynamics 365

  Logistics
  DHL · Schenker

  Trade partner
  Direct connection

### SENEC Sales App – Walkthrough

Walkthrough: the trade partner signs in with their company account — discount tiers are loaded automatically from the CRM. From the catalogue they choose SENEC.Home V4 (15 kWh) and assemble a bundle with inverter and wallbox. Price calculation including the partner discount runs in real time. One click transfers the order to SAP, generates a DHL shipping label and updates Dynamics 365 — without a single manual step.

A project that shows automation can create closeness – when it is done right.

**Tags:** #AgileDevelopment #B2BAutomation #ERP/CRM-Integration #UX&UI #WebApp