PSI Software SE is a leading industrial software provider for utilities and industry. Its solutions optimizethe flow of energy and materials in supply, production, and logistics by combining AI methods with industrially proven optimization methods.
As the company began modernizing its sales organization, PSI recognized that fragmented systems and inconsistent processes across business units were limiting its ability to operate as a truly data-driven organization.
Key Deliverables
Unified Agentic CRM
Established a single CRM platform with intelligent workflows supporting sales operations across business units.
Standardized Sales Framework
Introduced structured processes to track opportunities, evaluate deal risk, and manage sales consistently.
Sales Visibility and Analytic
Enabled dashboards and reporting for clearer insight into pipeline performance and customer interactions.
Connected Sales Ecosystem
Integrated CRM with ERP and other tools, creating one environment for daily sales operations.
Building an Agentic Sales Organization
PSI operates in industries where precision and reliability are critical — from energy grid management and airport operations to manufacturing and logistics. Internally, however, the company faced a common challenge found in many large organizations: sales processes had evolved differently across business units, supported by various tools and systems.
The result was fragmented visibility into deals and customer relationships. Understanding how opportunities progressed, assessing deal risk, or gaining a consistent view of customers across the organization required navigating multiple systems.
PSI decided to take a different approach. Rather than simply introducing another CRM tool, the company set out to build what it calls an agentic sales organization — one built on shared intelligent processes, unified data, and technology that supports smarter decision-making.
The goal was to standardize sales workflows across business units, create a clear framework for managing opportunities, and establish a 360-degree view of customers across the organization.
Additionally, as artificial intelligence begins to reshape sales operations, PSI Software wanted a foundation that would allow teams to adopt AI gradually and responsibly — automating administrative work while helping sales professionals stay focused on what matters most: their customers.
We needed a CRM provider that understands future needs. Creatio’s native integration of AI capabilities into the CRM is really what makes us more efficient and gives us exactly what we want.
Creatio vs. Legacy Platforms
PSI Software SE evaluated around 30 CRM providers before narrowing the field. Functionality was only part of the equation. The company was looking for a system that could adapt to its business rather than forcing the organization to adjust its processes to the software.
Creatio ultimately stood out for its flexibility, usability, and no-code capabilities, allowing business teams to shape the platform around their own workflows instead of relying heavily on engineering resources.
Once the project began, the difference compared to traditional CRM implementations became immediately visible. The rollout progressed three to four times faster than typical CRM implementations, a pace that surprised even the internal team.
We are most likely three or four times faster than what you would normally see in the industry. We knew exactly what we wanted to achieve, we had the right team in place, and the way Creatio is built makes it very easy for customers to implement.
For the implementation, PSI partnered with Crecise, a consulting and technology firm specializing in CRM and digital transformation projects. Working closely with both Creatio and Crecise, the teams were able to quickly align business requirements with the platform’s capabilities and move efficiently from planning to execution.
The difference compared to previous CRM platforms was immediately noticeable.
With other players in the market, even small changes could take days, weeks, or sometimes months. It required many people and a lot of effort. With Creatio, it’s very different — we define what we want to achieve, make a few adjustments, and we can already see it in the next release.
That flexibility ultimately became one of the most important factors in PSI’s decision. Rather than locking the organization into rigid development cycles, the platform allows the CRM system to evolve alongside the business.
Immediate Improvements in Sales Visibility
Even in the early stages of adoption, PSI Software began seeing improvements in how sales data could be accessed and analyzed.
Migrating data from existing systems proved simpler than expected. Once consolidated in Creatio, information that had previously been scattered across multiple tools became available in a single environment.
Early improvements include
Unified customer and sales data
Previously scattered information is now centralized in one platform
Clear dashboards and reporting
Better visibility into pipeline, deal progress, and key metrics
Streamlined data migration
Legacy data consolidated faster than expected, speeding up adoption
Connected ecosystem
Creatio links sales workflows with ERP and enrichment tools
Lower admin workload
Consolidation and AI readiness support higher sales productivity
Agentic AI in Sales
Alongside the rollout of its unified CRM environment, PSI Software is already beginning to introduce artificial intelligence into its sales operations.
The company is assembling a dedicated internal AI team that will work closely with Creatio’s capabilities to explore how AI agents can support sales workflows, automate administrative tasks, and surface insights for sales teams in real time.
With structured sales processes now embedded in the platform and customer data consolidated into a single environment, the organization is in a strong position to begin applying AI in practical ways.
Early initiatives focus on how intelligent agents can take over routine tasks, allowing sales professionals to spend more time engaging with customers.
AI is here. We need to adapt. What excites us is that AI can take over many of the administrative tasks so salespeople can focus on what they really want to do — being closer to their customers.
For PSI Software, the move toward agent-supported sales operations is not a distant vision but a natural next step in the company’s ongoing transformation.
About Crecise
Crecise is a consulting and technology company specializing in CRM implementations and digital transformation initiatives. The company helps organizations design and deploy modern customer engagement platforms that improve operational efficiency and business visibility.
