Dunapack Packaging unifies sales across 10 countries with Creatio

Dunapack Packaging has deployed Creatio to standardize sales operations across Central and Eastern Europe, creating a centralized CRM for 15 sales organizations in 10 countries. The rollout gives the packaging maker clearer customer data, stronger pipeline visibility and a base for future AI use.

Why it matters: - Dunapack Packaging now has a shared sales system across 10 countries, which can improve consistency in customer management and decision-making. - The CRM rollout creates a single data foundation for future AI use in sales, including customer analysis, offer development and resource allocation. - Better adoption and cleaner data handling matter because manufacturing sales teams often operate across local markets with different processes.

What happened: - Creatio said Dunapack Packaging deployed its agentic CRM and workflow platform to unify sales operations across Central and Eastern Europe. - The rollout covers 15 sales organizations in 10 countries. - The implementation was completed in 17 months. - Dunapack Packaging is part of the Austrian Prinzhorn Group. - Dunapack Packaging has 5,900 employees, operates in 12 countries and runs 24 production plants.

The details: - The new CRM centralizes lead management, customer data and pipeline visibility in one environment. - Dunapack Packaging said the project emphasized adoption and behavioral change across local teams. - A fully automated migration of customer records eliminated manual data transfer during deployment. - The automated migration helped speed rollout across markets. - After implementation, Dunapack Packaging reported more than 70% user adoption within three months. - External sales teams increased CRM engagement by 97% over the same period. - Optingo supported the implementation by aligning business and technical requirements. - Dunapack Packaging guided the project around its “living circularity” commitment and core values of people, performance and responsibility. - Nina Jonczyk-Paruzel, head of sales excellence at Dunapack Packaging, said customer centricity is core to the company’s operations and that the business needs clear processes and tools to stay effective in a data-driven environment. - Claudia De Guiseppe, sales excellence and IKAM director at Dunapack Packaging, said the company is exploring how AI can help sales teams better understand the market, tailor offers and focus effort where it creates the most value. - Dunapack Packaging reported an NPS of 64%.

Between the lines: - The project reflects a broader manufacturing trend toward unified platforms that connect sales, operations and customer data. - Standardizing CRM across local markets can reduce fragmentation without removing the local autonomy that large international groups still need. - The adoption and engagement gains suggest the system fit into daily sales workflows rather than sitting as a reporting layer only.

What's next: - Dunapack Packaging plans to use the centralized data foundation to expand AI support in sales operations. - The next phase is likely to focus on more targeted customer analysis, offer creation and resource allocation. - Creatio said the platform is designed for midsize and large organizations running customer workflows at scale.

The bottom line: - Dunapack Packaging used Creatio to turn dispersed sales activity into a more visible, standardized operating model — and set up its next step into AI-enabled selling.