The web client became the key to better collaboration & stronger customer focus

When Alnab made the move from the desktop client to the web client in Lime CRM, it wasn’t just about switching platforms. It became the starting point for a more unified and efficient way of working day to day.

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A strong CRM foundation to build on

Lime CRM has long been an important part of Alnab’s operations. The team was already actively using the desktop client and had good control over their customer relationships and deals. At the same time, its limitations were becoming more apparent.

The need for new features, better overview, and a more modern way of working grew and the transition to the web client became a natural next step.

“I really loved the old Lime, but it wasn’t developing anymore. This is a step up. There are entirely new possibilities in the web client that we’d been missing.” says Martin Johnston, Team Leader at Alnab.

With the web client, Alnab gained not just access to more features, but also a platform that creates better conditions for continued development going forward.

All information gathered in one place

One of the biggest changes for Alnab was felt in their marketing work. Previously, much of it relied on manual processes where information about campaigns and mailings was shared via email and spreadsheets.

In the web client, all information is now gathered and accessible to both sales and marketing. This has made it easier to work more data-driven and track customer behaviour directly in the system. Instead of working in separate flows, the teams now share the same information and the same view of the customer, creating better conditions for relevant dialogues and smarter follow-up.

A portrait of a man with a beard looking directly at the camera, wearing a black sweater over a light blue collared shirt.

Martin Johnston

Team Leader,
Alnab

”We’re extremely satisfied. Lime really makes things easier for us – all the tools are there for us to succeed.”

From parallel teams to a shared customer journey

The transition to the web client has also changed how sales and marketing collaborate. Where the teams previously worked more in parallel, there is now a completely different level of transparency into the customer dialogue.

“Before, there was no direct collaboration. Now we have a completely different level of transparency. The salespeople can see directly what customers have engaged with,” says Eleonor Steffensen, Marketing Coordinator at Alnab.

Salespeople can now see marketing activities for themselves and track how customers interact with content and mailings. This makes it easier to create relevant and well-timed conversations. At the same time, lead management has become more structured – moving from being person-dependent to being handled more systematically.

A structured transition with a clear focus

Switching systems is rarely completely frictionless. But for Alnab, the transition to the web client went more smoothly than expected. With clear project governance, regular check-ins, and close collaboration with Lime, the project maintained its momentum throughout.

A key success factor was the combination of clear project management, regular check-ins, and close collaboration with Lime’s consulting team.

“Having regular meetings, clear deadlines, and a dedicated consultant who kept pushing us made a big difference,” says Martin.

The combination of structure and ongoing dialogue made it easier for the organisation to stay focused and go all the way from planning to go-live without losing momentum.

”Now we have a good system for leads. It’s new for us and it opens up completely different possibilities for follow-up.”

Smiling businesswoman in a black blazer, professional portrait.

Eleonor Steffensen

Marketing coordinator,
Alnab

The hardest part wasn’t the technology

The biggest change wasn’t really about the system, it was about the people and the ways of working around it. Getting maximum value out of a CRM system requires more than just introducing a new tool. It demands shared processes, clear ways of working, and an organisation moving in the same direction. That’s why training, follow-up, and knowledge sharing have been central parts of Alnab’s journey.

And the work continues. Through ongoing internal meetings, the team shares experiences, adjusts working methods, and finds new ways to work smarter together. The web client has also given Alnab a clearer overview of deals, processes, and customer dialogues, and made it easier to identify areas for further development, such as data quality and record maintenance. The result is a more structured day-to-day today, and even better conditions going forward.

Alnab’s advice to others making the move to the web client

Review the way of working – not just the system
Ensure everyone works the same way
Clean and structure data before migrating
Set aside time and resources in a dedicated project team
Keep developing even after go-live

A platform for continued development

Alnab is still in an early stage with the web client, but the direction is clear. The solution creates entirely new conditions for developing processes, working more data-driven, and step by step strengthening the customer journey.

What started as a technology shift has become much more than that. Today, the web client not only supports day-to-day work, it also makes it easier to evolve ways of working, strengthen collaboration, and take the next step as the organisation grows.

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About Alnab

Alnab is a Swedish supplier of technical solutions for industry and has since 1975 helped customers with reliable and sustainable solutions in areas including valves, heat exchangers, actuators, and gas analysis. With high technical expertise, close customer relationships, and local presence in Partille, Stockholm, and Luleå, Alnab is a long-term partner for Swedish industry. The company is part of the Indutrade Group, an international industrial group with operations in over 30 countries.