The verdict in three sentences
For a 150-person industrial SME with 35 sales users, Salesforce costs, as a 2026 order of magnitude, between 250,000 and 400,000 EUR over five years including licences and the integrator, and SAP Sales Cloud sits in a comparable band. A custom application focused on the industrial sales cycle (technical quotes, configurator, opportunity tracking) often costs two to three times less over the same period, provided the scope stays tight. The decision comes down to one question: are your sales processes standard, or are they your competitive edge?
What Salesforce and SAP really cost over five years
List price is only part of the bill. In 2026 Sales Cloud ranges from 100 EUR per user per month (Enterprise) to 175 EUR (Unlimited), before add-ons such as CPQ for complex quotes, which industrial firms usually need. SAP Sales Cloud, often favoured by German Mittelstand companies already on S/4HANA, is in a similar range per user, with integration to SAP ERP that is smoother but integrator day rates that are typically 1,100 to 1,500 EUR in Berlin.
| Cost item (35 users) | Low case | High case |
|---|---|---|
| Sales Cloud licences, 5 years | 210,000 EUR (100 EUR/month) | 367,500 EUR (175 EUR/month) |
| Integrator, implementation | 30,000 EUR | 80,000 EUR |
| ERP connector (SAP, proALPHA) | included | 15,000 EUR |
| Yearly changes by the integrator | 5,000 EUR a year | 15,000 EUR a year |
| Internal admin, 0.2 FTE | 12,000 EUR a year | 14,000 EUR a year |
| 5-year total (order of magnitude) | about 325,000 EUR | about 605,000 EUR |
The often-quoted 250,000 to 400,000 EUR range assumes no CPQ and no internal admin. Once technical quoting is added, the top of the range comes fast. Annual price increases of 6 to 9% in recent years are not included here.
The cost of a custom application
A custom sales application for an industrial SME usually covers accounts and contacts, the opportunity pipeline, a quote generator connected to ERP bills of materials, and dashboards. In Berlin, an agency typically charges 70,000 to 150,000 EUR for this kind of project, with annual maintenance around 15% of the initial cost.
For a tighter scope, Kolonell's custom application grid gives a benchmark: simple from 2,500,000 to 4,000,000 FCFA (3,810 to 6,100 EUR), medium from 4,000,000 to 7,000,000 FCFA (6,100 to 10,670 EUR), complex from 7,000,000 to 15,000,000+ FCFA (10,670 to 22,870+ EUR). An industrial CRM with a configurator and ERP link falls in the complex band, with a final figure on quote. Kolonell application maintenance comes in three levels: 35,000, 75,000 or 120,000 FCFA a month (53, 114 or 183 EUR).
| Criterion | Salesforce or SAP Sales Cloud | Custom application |
|---|---|---|
| 5-year cost, 35 users | 250,000 to 400,000 EUR and up | 110,000 to 260,000 EUR (local agency) |
| Marginal cost per extra user | 1,200 to 2,100 EUR a year | close to zero |
| Time to go live | 3 to 6 months | 4 to 8 months |
| Fit with technical quotes | CPQ add-on, heavy configuration | built around your BOMs |
| Ready-made integrations | very broad ecosystem | built case by case |
| Lock-in | vendor and integrator | code you own |
When Salesforce or SAP remains the right call
The big platforms win if you plan to double the sales force internationally, need integrated marketing tools, or your IT team cannot steer a development project. Custom wins when the core of the business, such as quoting parts from drawings or managing configurations, is poorly served by a generic CRM. A middle path exists: a lighter CRM (HubSpot, Pipedrive at 15 to 60 EUR per user) plus a custom quoting module.
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Katrin, sales director of a 150-person precision components maker in Berlin, compares two offers for 35 users. Salesforce Enterprise at 100 EUR a month with CPQ: 35 x 100 x 12 x 5 = 210,000 EUR in licences, 30,000 EUR of CPQ over five years, 60,000 EUR of integrator work and 25,000 EUR of changes, or 325,000 EUR. A custom offer from an agency: 120,000 EUR of development plus 15% yearly maintenance over five years, so 120,000 + 90,000 = 210,000 EUR. Difference: 115,000 EUR over five years, a 35% saving, with a quote generator wired directly into the ERP bills of materials.
FAQ
Is custom riskier than Salesforce?
The risk moves from the vendor to the development partner. Require code ownership, a Git repository in your name and documentation, which sharply reduces lock-in.
How long does a custom industrial CRM take?
Allow 4 to 8 months for a first scope in production. Delivering in phases, pipeline first then quoting, lets sales use the tool from month three.
Can we move from Salesforce to custom later?
Yes, data exports via API or CSV. Migrating five years of history for 35 users usually takes 10 to 20 days of work.
Is 15% annual maintenance a standard?
It is a common order of magnitude in Germany, between 12 and 20% depending on service level. It covers security updates, bug fixes and minor improvements.
Should the app connect to the ERP from day one?
For an industrial SME, yes, as soon as quotes depend on bills of materials and cost prices. A well-built connector often accounts for 15 to 25% of the development budget.
Let's scope your project. We compare a custom scope with an off-the-shelf platform and propose a phased plan over a few months. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
