GELEN Makina sells crushing and screening plants. One sale is a machine or a complete installation, the buyer researches for weeks, and the gap between first enquiry and signed order is measured in months rather than days. Before the platform, that entire period lived in inboxes, spreadsheets and individual memory.
What the platform holds
Customer and company records, technical quotations for equipment, spare parts and repair, and every outbound message sent to a contact. The quotation engine carries the things a generic tool gets wrong: configuration, delivery terms, the margin decided on the day, and the exchange rate frozen at issue so a job's profitability can still be read a year later.
Marketing runs from the same records. Email, SMS and WhatsApp campaigns with per-recipient delivery truth rather than a single sent flag, a two-way WhatsApp inbox beside the customer record, and scheduled publishing to the company's own social pages.
The part that took the longest
Not the features. The ERP. Everything that writes into it goes through exactly one bridge process, because the alternative is four applications writing concurrently and nobody able to explain a wrong stock figure. Idempotent commands, atomic job claiming, an audit record for every write.
That constraint felt slow while building it and has paid for itself every time an upgrade or a timeout would otherwise have produced a duplicate movement.
Closing the loop with advertising
A visitor arriving from an ad carries a click identifier. It is stored on first touch, attached to the enquiry when the form is submitted, and stays with that record through qualification, quotation and order. The dashboard can then report cost per quotation rather than cost per click, which reorders the campaign list almost immediately.
Honest status: the reporting, campaign management and attribution run today. The upload of won orders back to the ad platform is built and wired, but no order has closed since it went live, so it has not yet fired on a real sale. Saying otherwise would be easy and wrong.
What it still cannot do
It cannot tell you why a buyer went quiet. Sales cycles this long have a lot of silence in them, and no dashboard converts that into a number. What the platform does is make sure the silence is visible and attributable rather than forgotten.