Bridging the gap and connecting legacy CRMs to Salesforce

Bauer Media Group expanded through OCP acquisitions, replacing fragmented CRMs with Salesforce. We teamed up to help migrate revenue-critical legacy systems without disruption.

ClientBauer Media Group

PublishedJanuary 2026

IndustryMedia, streaming and entertainment

Websitebauermedia.com

→ Legacy CRMs were fragmented and incompatible, with each brand using its own in-house development. Since business-critical logic and revenue depended on these platforms, immediate replacement would have disrupted productivity.

Bauer Media Group is a multi-business organization that entertains, informs, and serves over 200 million people. Present in four Business Areas - Publishing, Audio, Online Comparison Platforms(OCPs), and SME Services, operating in 14 countries. With leading Online Comparison Platform (OCP) market positions in Spain, Sweden, Norway, Finland, Poland, Czech Republic and Slovakia. Bauer Media Group has over 16,000 employees in 14 countries and generated 2.2 billion Euros in annual revenue.

Bauer Media Group acquired multiple OCPs across the EU to accelerate market expansion. To boost sales productivity and gain a 360-degree customer view, they opted to replace their in-house CRM with Salesforce.

However, legacy CRMs were fragmented and incompatible, with each brand using its own in-house development. Since critical business logic and revenue depended on these platforms, an immediate replacement would have disrupted operations.

The challenge was integrating Salesforce with legacy systems without modifying them, all within a tight timeframe. Additionally, organizational changes had led to a shortage of personnel familiar with the existing solutions.

To integrate Salesforce with legacy systems, Stormit designed a solution powered by AWS Cloud, building an Integration Layer that handles data transformation and two-way synchronization.

The solution is fully serverless, leveraging AWS services like Lambda, API Gateway, DynamoDB, AppFlow, and EventBridge. Designed for scalability with minimal management overhead, it ensures the customer only pays for what they use. AWS Lambda functions process the logic, DynamoDB stores the data, and Amazon CloudWatch handles logging.

The Integration Layer enables Bauer Media Group to introduce Salesforce across multiple brands without disrupting existing operations. Legacy CRMs remain fully functional while synchronizing data with Salesforce in near real time.

Sales teams gain a unified customer view, improving visibility and sales efficiency, while critical business logic continues to run on existing systems. The serverless AWS architecture scales automatically, minimizes operational overhead, and follows a pay-per-use cost model, providing a flexible foundation for future modernization.