Digitalisation is not an end in itself but a value creation lever. In traditional middle-market companies, modest technology investments can generate disproportionate improvements.
The digitalisation that truly creates value in middle-market companies lies in a practical middle ground: proven, accessible tools with measurable returns that most Spanish SMEs have not yet implemented.
According to the EU’s DESI index, only 19% of Spanish SMEs have a basic level of digital intensity, versus 26% for the European average. In our direct experience, the most frequent gaps are: no integrated ERP, no CRM, no business intelligence, manual processes that could be automated, and obsolete or non-existent websites.
1. ERP: the backbone. Integrates all company information — accounting, purchasing, sales, warehouse, production, HR — in one system. We have seen companies reduce monthly closing times from thirty days to five simply by implementing an ERP. Solutions like Odoo or Holded adapt well to SME size.
2. CRM: commercial memory. Professionalises the sales function by recording every client interaction, managing the opportunity pipeline, and automating follow-up. In companies where “the client portfolio is in Antonio’s head,” implementing a CRM is an act of survival.
3. Business Intelligence: data-driven decisions. Transforms gut feelings into certainties. Dashboards showing profitability by client, product, and zone. Automatic alerts when KPIs deviate. Power BI or Looker Studio can build powerful dashboards with modest investment.
4. Process automation. Daily repetitive processes — invoicing, order confirmation, report generation, bank reconciliation — can be partially or fully automated using RPA tools and workflow automation (Zapier, Make, Power Automate).
A comprehensive digitalisation project (ERP + CRM + BI + basic automations) can cost between 50,000 and 200,000 euros. Returns are rapid and measurable: 40-60% reduction in administrative errors, 30-50% reduction in manual process times, 10-20% revenue increase from commercial professionalisation, and 5-10% operational cost reduction.
For a company with 2 million EBITDA, a 15-20% improvement from digitalisation translates into 300,000-600,000 euros in enterprise value increase. ROI is measured in months, not years.
Technology is the means. The end is that people make better decisions, faster, with better information. Implementation must be accompanied by training, support, and change management. Digitalisation is not an IT project — it is a business transformation project that uses technology as a tool.
Dirk Manuel Martens Jimenez Founder, Blue Mountain Capital
Founder of Blue Mountain
Over 15 years investing in Spanish companies with patient capital. Expert in business succession, corporate governance, and middle-market investment.
By Blue Mountain Capital
By Dirk Manuel Martens Jiménez
By Dirk Manuel Martens Jiménez
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