Digital Commerce & Distribution

ESET Ukraine: Custom CRM for Sales, Marketing & Support

ESET Ukraine, is the official regional distributor delivering cybersecurity solutions to enterprise, SMB, and retail customers directly and through an extensive partner network. To unify these multi-channel operations and replace scattered tools, we teamed up to build a dedicated operational platform tailored to their workflow.

Executive Summary

A custom Enterprise CRM was built for Sales, Marketing, and L2/L3 Technical Support, with tools shaped around a single view of each customer and partner. The solution has two-way integration between internal systems and external global ESET services.

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The platform simplifies work between departments, automates recurring sales pipelines, and helps support engineers meet strict corporate SLAs across regional distribution channels.

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YEARS OF DEVELOPMENT AND SUPPORT

4+ years

PLATFORM AVAILABILITY

99.95%

DEPARTMENTS ON ONE PLATFORM

SALES CHANNELS SERVED

The Challenge

Siloed teams without a shared view of customers and partners

Sales, Marketing and Technical Support operated in fragmented channels. Account context, including open support incidents, license lifecycles and partner commitments, was scattered across disparate systems. Teams had to coordinate by hand, records were duplicated, and day-to-day execution slowed down.

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Complex commercial operations

ESET Ukraine runs several commercial processes: inbound demand and marketing leads, multi-stage deals with authorized partners, contract renewals, account expansion (cross-sell, up-sell and competitive displacement) and pre-sales evaluations with technical support. Each has its own stages and handoffs, and all of them had to be supported in one system.

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Support bottlenecks under strict corporate SLAs

L2/L3 support managed incident queues and tasks through unstructured, email-driven workflows. To resolve complex issues, engineers cross-referenced license entitlements and case histories across disconnected systems by hand. Without dedicated service-desk tooling, sustaining the response and resolution times that strict corporate SLAs require was difficult.

Disconnected internal and external systems

Licenses, orders, mail and vendor records lived in four unlinked environments: global ESET HQ service systems, the transactional licensing registry, e-commerce platforms and corporate mail servers. Without a connection between them, nobody could see a customer's licenses, orders and correspondence in one place, and the same facts had to be checked by hand in several systems.

The Solution & Engineering Approach

Core Delivered Modules

Core CRM for Customers & Partners

One workspace for end customers and the partner network. Customer profiles scale from individual buyers to multi-branch organizations and hold contacts, decision makers, active ESET licenses and competitor licenses used for migration offers. For partners, it manages tiers, special-price approvals and channel deals. Support incidents, renewals and every account interaction sit in the same workspace, synchronized with ERP and licensing systems.

Sales & Marketing Operations

Separate workflows cover each stage of the commercial cycle. Marketing captures, qualifies and routes leads from digital channels, trial downloads and corporate events to sales reps and authorized partners. Sales manages inbound opportunities, partner-driven channel deals and account expansion (upsell, cross-sell and competitive displacement) through standard pipeline stages, with handoffs to technical support for pre-sales evaluations and proof-of-concept deployments. Renewals start 30 days before a license expires, and contract records update automatically once billing confirms payment, which protects annual recurring revenue.

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Omnichannel Helpdesk

A centralized demand-generation hub capturing, qualifying, and routing leads from digital channels, trial downloads, and corporate marketing events. It provides end-to-end campaign tracking, eliminates context loss during sales handoffs, and ensures marketing-qualified leads (MQLs) are systematically distributed to sales reps and authorized partners.

Integration with Internal & External Systems

Connects the platform to the systems the business already runs on. Support cases sync both ways between the regional team and ESET HQ. License data comes from OASYS and stays up to date in the CRM. Purchase requests and abandoned carts arrive from the e-commerce storefronts, and corporate mail carries correspondence with customers in both directions.

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Technical Architecture

Technology Stack

Java, Spring Boot, Angular, PrimeNG, MySQL, MongoDB, Apache Kafka, ElasticSearch, REST.

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Delivery Methodology & Governance

Engagement Model

A dedicated team works exclusively for the client. We are accountable for results and make all architectural, technical and UX decisions. The client's department heads and C-level set business priorities and approve every release.

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Team & Roles

The team included a delivery manager, a business analyst, an architect, a senior developer, two to three middle developers, a UX designer, a manual QA engineer and a DevOps engineer.

Agile Delivery Approach

Scrum adapted to the client's needs: two-week sprints with the standard ceremonies, facilitated by the delivery manager, and continuous improvement through retrospectives. The client accepts work on a dedicated UAT environment, and work is done when the client confirms that the business problem is solved.

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Backlog, Roadmap & Change Control

The client brings business problems, and we turn them into requirements, epics and user stories. The roadmap is built from these problems, and priorities are reviewed regularly with the client's senior management. Time buffers in every sprint and in the roadmap absorb new requests, so dates hold and scope flexes.

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Quality & Knowledge Continuity

Every story has acceptance criteria that become test cases, and non-trivial changes go through code review. Unit and integration tests protect critical functionality. People rotate across areas, so no part of the system depends on one engineer.

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Key Business Outcomes

Every customer interaction starts with full context

Sales, Marketing and Support work in a single system, so account context, including support incidents, licenses and partner commitments, is in front of every team before they act, with no manual reconciliation of data.

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Faster, simpler cross-department processes

Leads, deals and support requests pass between Marketing, Sales and Technical Support inside one system, so nothing is lost at handoffs and processes that involve several departments run faster, with less effort to coordinate.

Less effort to run the sales process

Leads, partner-driven channel deals and account expansion follow the same stages, so less time goes into maintaining the process and the quality of results improves.

‍Faster incident resolution

L2/L3 engineers see the customer's licenses next to every case, find past conversations with full-text search and work in a service desk built around ESET's own support processes, including complex investigations and escalation to ESET HQ, so incidents are resolved faster.

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Priority customers get a first response within the hour

Countdown timers and automated escalation help keep the first response within 1 hour for Business Services and Premium Support customers.

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Have a similar challenge?

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Tell us what you are trying to solve. We will come back with a clear view of the options, the effort involved and the result to expect.

TESTIMONIAL

Client testimonial

"Thanks to Genix Solutions for their tailor-made solutions, custom products and massive support they provide in the field of IT. The delivered products were in a great help for solving our business issues."

Alexey Gerasimchuk,

ESET UKRAINE

CEO

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