Invest sales and engineering effort where it pays off.
iStock / B4LLS
iStock / B4LLS
Managing complexity supported by DeZeTo® and Atira
DeZeTo® is a transformation partner for industrial companies. We help structure and develop complex business processes across sales, engineering and operations — making them economically viable, manageable and sustainably high-performing.
Atira is a technology provider that uses AI to turn complex customer enquiries, technical documents and existing knowledge into structured, actionable information.
Together, we combine strategic clarity with AI-enabled structure: DeZeTo® identifies where effort truly pays off and how processes should be designed. Atira structures complex information and requirements so that these processes can be implemented efficiently.
This creates a consistent foundation for superior decision-making, leaner processes, and more robust value creation— from the very first customer interaction through to order fulfillment.
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Complex industrial manufacturing
For companies that develop customer-specific machinery, plants, special-purpose vehicles or systems for defence and aerospace, and need to assess extensive specifications, technical requirements and variants. The greatest leverage lies in deciding early which enquiries are truly attractive, which custom requests justify the effort and where standardisation is possible.
- Mechanical and plant engineering
- Special-purpose machinery and vehicles
- Defence
- Aerospace
iStock.com / Amorn Suriyan
Engineering and project service providers
For companies whose proposals depend heavily on technical expertise, experience and project-specific engineering work. The greatest leverage lies in structuring requirements faster, involving experts more selectively and making bid decisions less dependent on specific individuals.
- Industrial services & MRO
- EPC
- Energy & Infrastructure
- Construction
Sales is not actively steered; it reacts to incoming enquiries. CRM systems are often used as reporting tools rather than as instruments for decision-making.
- No prioritisation by margin or target use case
Late bid/no-bid decisions
- Insufficient focus on attractive opportunities
The consequence
Effort is spent before it is clear whether the opportunity is commercially worthwhile.
CRM, ERP and PLM systems exist side by side, but without consistent logic. Data is inconsistent, duplicated or missing at critical points.
- CRM does not support active sales steering
- ERP is overloaded with special cases and legacy logic
- PLM is not used consistently for product structure
The consequence
The heart of B2B sales runs on Excel, email, and the experiential knowledge of individual employees.
The product portfolio grows over the years without clear boundaries. Custom solutions are accepted without properly evaluating the effort involved.
- The variety of variants is not actively managed.
- Configuration logic is not clearly defined
- Proposals are created individually rather than systematically
The consequence
Every enquiry requires in-depth technical work, every proposal is calculated individually, and hardly anything can be reused.
Customer requirements are scattered across specifications, emails, attachments and systems. Relevant information is read multiple times and interpreted differently.
- Product knowledge resides in people’s minds or in old projects
- Decisions are insufficiently documented
- Standards and deviations are not clearly defined
The consequence
Each inquiry is approached from scratch, and decisions take too long.
The problems do not arise in isolation; they reinforce each other across the entire value chain. What begins in sales without clear prioritisation continues in the bid phase with high manual effort and leads to unnecessary complexity in purchasing, production and the system landscape during implementation.
Invest effort only where value is created.
Not every inquiry can have the same priority. DeZeTo® helps to prioritize customer segments, applications, and product areas focussing on margin rather than primarily on revenue.
Structuring complex information
Atira analyses and structures technical documents, identifies requirements, highlights deviations and turns existing knowledge into a usable decision base.
Simplify processes and value creation
Together with the client, DeZeTo® streamlines processes based on clear, structured information. Roles are clearly defined, recurring work is standardised and value creation is optimised.
You focus on the opportunities that truly fit your business. Your proposals match customer needs more precisely and are clearly differentiated. By the time you’ve already submitted your offer, competitors are only just beginning to read the specifications.
You know earlier whether an inquiry is worth pursuing — and act accordingly. Proposals are no longer carried through by default but are decided on deliberately; in other words, the margin is no longer negotiated only in the proposal phase, but is actively managed already at the bid/no-bid stage.
Technical resources are deployed in a targeted way — not for every single inquiry.
Complexity is identified early and actively managed.
Variants, custom solutions, and deviations are actively managed. You deliberately sell what works economically — and phase out what leads to complexity and no longer justifiable costs.
What is clearly defined in the proposal also works in procurement, production, and all other areas involved in the project. You avoid surprises and costly corrections.
You no longer sell projects that burden you internally. Customers receive clearer offers and more reliable results.
Win more opportunities that truly fit your company — faster, more profitably, and with less friction across the organization. DeZeTo® and Atira help you assess inquiries at an early stage, deliberately protect margins, and focus Sales, Engineering, and Operations on projects that are economically viable and reliably deliverable. This reduces wasted effort, avoids costly custom solutions, and creates proposals that not only sell better — but can also be executed more effectively later on.
Focus on relevant target customers
DeZeTo® provides clarity on which efforts pay off — based on numbers, data, and facts.
Which product, for which customer, at what price?
Which customers and applications truly contribute to profitability — and based on which economic criteria do we plan trade shows and customer visits?
When is engineering effort worthwhile?
Which inquiries justify individual solutions and more intensive effort during the proposal phase — and where are we better off refraining from that?
What can we no longer afford?
Which customers should we approach early about a phase-out strategy to unlock standardisation and cost-reduction potential?
DeZeTo® brings together market, product and process perspectives and translates them into clear decisions.
- Focus on margin drivers instead of volume
- Prioritisation instead of equal treatment
- Clear decision logic instead of gut instinct
- Less unnecessary reporting for sales
- Conversations with customers on an equal footing instead of superficial presentations.
In the end, it’s not about where the coffee tastes best — it’s about where money is made.
Establish data structures for proposal processes
Atira brings structure to complex inquiries and existing knowledge — and makes information usable.
Clarity on requirements
Relevant content from customer enquiries is identified and provided in a structured form.
Knowledge becomes available
Standards, experience and decisions are made systematically available.
Early risk transparency
Deviations become visible before unnecessary effort is incurred.
Atira translates unstructured information into a usable basis for decisions.
- Less manual analysis
- More targeted processing
- Earlier decision making
- Higher reusability
Better data leads to shorter lead times, fewer workload peaks in proposal processes and significantly lower sales costs.
Develop the organisation
Once it is clear which inquiries are necessary and the product-relevant information is available in a structured form, the value chain can be streamlined and optimized — end to end.
Clear decision logic
Which requirements are standard, which are special cases, and how should we align the value chain accordingly?
Clear product and proposal structure
Which variants generate margin, and which should be reduced or eliminated entirely?
Integrated system landscape
Where can systems be simplified and streamlined based on consistent data and standards?
Value creation is clearly structured and controllable from inquiry through execution. Reduced complexity, better‑informed decisions, and stable, predictable processes lead to higher productivity and profitability.
Focus. Structure. Test. Scale.
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Current state and target picture
Lead: DeZeTo®
Duration: 2 weeks
Activities
- Assess the current state and outline the target vision.
- Define criteria for evaluating opportunities and proposals by margin, effort and win probability
- Development of initiatives to achieve the target state together with Sales, Product Management, and Engineering.
Deliverables
- Decision logic for bid/no-bid decisions
- Prioritised target customer and application segments
- Criteria for allocating engineering capacity
- Defined initiatives and responsibilities
- Initial “no longer pursue” list
iStock.com / ATHVisions
Build the decision data structure
Lead: Atira
Duration: 2–3 weeks
Activities
- Analyse real customer enquiries and specifications
- Structure requirements and product logic
- Prepare standards, variants and deviations
Deliverables
- Structured requirements logic
- Initial data foundation for evaluation
- Documented decision and evaluation rules
- An initial structured data foundation for requirements commenting and bid/no-bid decisions.
iStock.com / gorodenkoff
Test under real-world conditions
Lead: Atira
Duration: 2–3 weeks
Activities
- Process real enquiries using the new logic
- Compare with the previous approach
- Measure effort, speed and quality
Deliverables
- Measurable reduction in effort and lead time
- Transparency on engineering resource allocation
- Improved decision quality
- Business case with quantified results
iStock.com / scyther5
Simplify and scale
Lead: DeZeTo®
Duration: depending on the level of complexity
Activities
- Analyse and simplify the system landscape (CRM, ERP and PLM)
- Reduce unnecessary variants and custom solutions
- Optimise material usage and supplier management
- Eliminate system breaks, handovers and duplicate work across the value chain
- Realign sales steering based on actual commercial value
- Identify and reduce unnecessary costs in proposal creation and order processing
Deliverables
- Streamlined system landscape with clear data logic
- Reduced complexity across product, proposal and supply chain
- Lower material and procurement costs
- Significantly reduced internal coordination effort
- Improved sales steering with a focus on margin drivers
- New opportunities for pricing and business models
Industry is changing rapidly. Complexity, legacy system landscapes, and a lack of transparency often slow down further development. Let’s talk together about solutions for more efficient and digital processes across the entire value chain.
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