Challenge

Despite their strong market position and technical expertise, Leser UK faced significant inefficiencies in managing their customer relationships and sales pipeline. Prior to engaging Wave, their approach was largely manual, relying heavily on individual emails and disparate spreadsheets to track customer interactions, manage leads, and oversee sales activities.

This fragmented, pre-CRM approach led to:

• Lack of Centralised Customer Data: Customer information, communication history, and sales progress were scattered across various employees' inboxes and local files, making it impossible to gain a unified view of any customer or opportunity.
• Inconsistent Sales & Marketing Efforts: Without a dedicated CRM, there was no systematic way to manage leads, nurture prospects, or ensure consistent messaging from marketing through to sales. Opportunities could be missed or fall through the cracks.
• Inefficient Reporting & Forecasting: Generating reports on sales performance, pipeline health, or marketing ROI was a laborious and often inaccurate process, piecing together data manually from multiple sources.
• Manual Data Duplication and Discrepancies: While their Epicor ERP system managed operational and financial data, a significant gap existed in connecting this with pre-sales and customer interaction data. Any data needed for both operational and customer-facing tasks had to be manually re-entered or reconciled, leading to potential errors and wasted time.
• Limited Scalability: As the business grew, this manual system became unsustainable, hindering efficient lead-to-order processes and limiting the ability to scale their sales and marketing efforts effectively.

Leser UK recognized the critical need to implement a dedicated CRM system to centralise customer data and streamline their sales and service. However, they also understood that introducing a new system like HubSpot without integrating it with their existing Epicor ERP would simply create a new data silo, hindering their goal of a truly unified business operation. Their challenge was therefore twofold: to adopt a robust CRM and seamlessly integrate it with their core ERP system to achieve end-to-end operational visibility.

Solution

Wave partnered with Leser UK to implement a robust, bi-directional integration between their Epicor ERP system and HubSpot. This strategic integration aimed to eliminate data silos, automate critical business processes, and provide a unified platform for sales, marketing, service and operations.

The solution focused on:

• Seamless Data Synchronization: Establishing automated synchronization of key data points, including:
  • Customer and Contact Information: Ensuring consistent customer profiles across both systems.
  • Sales Orders and Quotes: Automatically pushing sales orders generated in HubSpot to Epicor for fulfillment

• Automated Workflows: Designing and implementing automated workflows to trigger actions based on data changes in either system. For example:
  • A "Closed Won" deal in HubSpot automatically creating a sales order in Epicor.
  • A task created for the sales team if there is no activity on a quote in 7 days
  • Automatic feedback surveys sent to customers

• Customizable Integration Points: Tailoring the integration to Leser UK's specific operational requirements was key to make the system as useful and as scalable as possible.
• Enhanced Reporting and Insights: Enabling centralised analysis of data that Sales and Service teams can depend on right where they're working day-to-day

• Increased Operational Efficiency: Reduced manual data entry and elimination of duplicate tasks, freeing up valuable time for sales and operations teams to focus on strategic initiatives.
• Improved Data Accuracy and Consistency: A single source of truth for customer and operational data, leading to more reliable insights and reduced errors.
• Enhanced Customer Experience: A unified view of customer interactions and streamlined lead-to-order processes enable personalized communication, faster response times, and superior customer service.
• Accelerated Sales Cycle: Sales teams have immediate access to critical financial and product information, enabling quicker quoting and more informed conversations.
• Optimised Marketing Efforts: Marketing teams can segment audiences more effectively, track campaign performance against actual sales, and personalise communications based on comprehensive customer data.
• Better Business Intelligence: Real-time data synchronisation provides leadership with a holistic view of business performance, facilitating data-driven decision-making and strategic planning.