Project Snowball meets S/4
A reason to celebrate
Our S/4 Integrated Flow team and the Snowball team have successfully implemented the new S/4 Global Template in Scandinavia, including the transition to a hybrid sales model in Denmark. This marks a significant milestone in our sales strategy.
To celebrate this significant achievement, colleagues from Business Units, the S/4 Integrated Flow project team and the Snowball team gathered in Berlin to launch the go-live of Snowball, marking an important step in our ongoing efforts to modernize and optimize sales processes. The S/4 Integrated Flow plays an important role in enabling cross-selling, enhancing customer satisfaction, and achieving cost synergies.
“Project Snowball has been an exciting journey,” said Henrik Ballegaard, Lead of Marketing and Communications in Denmark. “Of course, it has also been a challenge because it can be quite hard balancing your everyday work and this big project where both systems and the processes are completely new to us. But, thankfully, we have worked with some professional people. On July 1 we sat together in Berlin and took the system live. That was a big moment, boiling down years of planning and countless number of hours into a moment. Snowball was both exciting and challenging. I think all of us have learned a lot about themselves. Everyone had a good mindset in terms of compromising and clarity in communication, to move forward. I feel proud to have been part of the project and I’m also excited about working with Snowball going forward.”
Efficiency through process automation
A key feature of this implementation, which is taking place in Denmark and Sweden, is the integration of Salesforce with the SAP system. Process automation significantly enhances the ordering process. With the integration of Salesforce and the latest SAP technologies, we have established a seamless, automated ordering system. When a customer places an order, it is automatically sent to our logistics partner, who then confirms shipping and triggers invoicing. The bank transfer reference code is then generated and processed automatically.
Additionally, automatic dunning and logistics integration ensure that when we have stock, the logistics partner receives a delivery notification as soon as an order is placed. After delivery, the partner updates SAP to confirm that the order has been delivered, and the S/4 team automatically clears open balances – a process that previously had to be handled manually.
Towards a hybrid sales model
For the past eleven years, we have sold our cereal and corn portfolio to Danish farmers primarily through dealers, who dominate a competitive landscape and demand exclusive rights to produce and sell KWS varieties. This dependence on dealers compromises our core value of independence and our direct connection to customers.
To counter this, we are now transitioning to a hybrid sales model in Denmark. This means we will do part of our sales directly to our end customer. This strategy aims to strengthen customer relationships and leverage our consulting expertise more effectively. To support it, the Danish team has re-planned their entire setup and production capacities, hiring 17 new sales representatives and establishing a new partnership with Freja as logistics partner.
© KWS SAAT SE & Co. KGaA 2025
