Challenge

While Epicor efficiently handled the operational backbone – including manufacturing, inventory, pricing, and order fulfilment – a significant challenge emerged in connecting this vital information directly with their dynamic sales and marketing teams. These teams found themselves operating with limited real-time visibility into the precise data housed within Epicor. This created hurdles, such as:

• Information Silos: Critical data related to product availability, custom pricing, order statuses, and customer purchase history remained largely confined within Epicor, making it difficult for sales and marketing to access readily and leverage in their daily interactions.
• Delayed & Manual Information Transfer: Sales quotes, new customer data, and qualified leads generated through marketing efforts often required manual input or delayed transfers into Epicor. This led to inefficiencies, potential errors, and a slower sales cycle.
• Limited Sales & Marketing Agility: Without immediate access to accurate Epicor data, sales teams struggled to provide instant, precise quotes or up-to-date order information to customers, impacting responsiveness. Marketing efforts lacked the granular customer and product data from Epicor to personalise campaigns effectively.
• Disconnected Workflows: The handover from a sales opportunity in the front-office to operational fulfilment in the back-office (Epicor) was not as seamless as needed, potentially leading to bottlenecks or miscommunications at critical stages.

Smiley Monroe recognised the strategic imperative to empower their sales and marketing teams with rich Epicor data and ensure that critical sales milestones seamlessly and precisely triggered actions within Epicor.

Solution

Wave partnered with Smiley Monroe to implement a sophisticated, bi-directional integration between their Epicor ERP system and HubSpot. The core objective was to create a unified ecosystem where sales and marketing teams were empowered with real-time, accurate operational data, and where key sales activities in HubSpot would automatically and precisely trigger necessary processes in Epicor.

The solution focused on:

• Real-Time Data Access for Sales & Marketing: Implementing robust data synchronisation to pull essential Epicor data directly into HubSpot, including:
  
  • Customer & Account Information: A 360-degree view of customers, including their order history 
  • Order Status & Fulfilment Details: Sales teams could instantly view the status of orders from Epicor, enabling them to provide accurate updates to customers without needing to switch systems.
• Precise, Automated Data Transfer to Epicor: Configuring specific trigger points within the HubSpot sales pipeline to initiate automated data transfer to Epicor, ensuring accuracy and efficiency at the right stage
• Streamlined Lead-to-Order Process: Automating the flow of information from initial marketing engagement in HubSpot through to order processing in Epicor, eliminating manual data entry and reducing errors.
• Customisable Integration Logic: Tailoring the integration to Smiley Monroe's unique business rules and workflows, ensuring that data flowed exactly when and how it was needed for maximum operational impact.

• Empowered Sales Teams: Sales professionals gain immediate access to critical Epicor data (inventory, pricing, order status) directly within HubSpot, enabling faster, more accurate quotes and improved customer service responsiveness.
• Empowered senior leadership team: effective reporting on sales activity and performance as well as detailed measurement of marketing ROI.
• Enhanced Marketing Effectiveness: Marketing campaigns can be more targeted and personalised, leveraging richer customer and product data from Epicor to nurture leads and build stronger relationships.
• Improved Data Accuracy & Consistency: A unified view of customer and operational data across both systems ensures a single source of truth, leading to better decision-making and reduced inconsistencies.
• Increased Productivity: Reduced administrative overhead for both sales/marketing and operations teams, allowing them to focus on high-value activities that drive growth.