Forbes Industries Untangles Multi-Party Hotel Orders with Commercient’s SYSPRO + HubSpot Integration

Forbes Industries sells largely through outside manufacturers' reps who call on hotels and hospitality purchasing agencies, and its orders often involve multiple parties: a purchasing company or hotel management group that buys, and a separate property that the product actually ships to. Before syncing data into HubSpot, those orders were effectively invisible to sales once they were placed, since they showed up under the purchasing agency or management group rather than the hotel itself, leaving reps with no clear picture of who had actually bought what.

Sales leadership also tracked performance against quota by hand, using a report regional managers filled out in Excel with a short narrative on each large job expected to close in the next 30, 60, or 90 days, with no direct way to see closed revenue against goals inside the CRM itself.

Forbes Industries worked with Commercient to sync order, invoice, and ship-to data from its SYSPRO ERP into HubSpot, giving sales visibility into orders even when the buyer, the shipping location, and the end-use hotel are three different parties, for example an order purchased through Marriott International's corporate office but shipped to a specific property like the Huntington Beach Marriott. The sync also brings closed order and revenue data into HubSpot, so sales leadership can check performance against quota and revenue goals by individual rep without pulling a separate report from the ERP.

Forbes Industries' sales team now has visibility into orders that used to get lost between purchasing agencies, management companies, and the hotels actually receiving the product, and leadership can check closed revenue against quota for each rep directly in HubSpot instead of relying on a manual Excel report. Marketing has been able to link its automation efforts to about 35% of the company's revenue over the past 12 months, and Forbes is now planning a post-sale marketing program for next year that will use the synced line-item purchase data to identify cross-sell opportunities. Bruce Prock, who's leading the rollout, also credits Commercient's team with training him directly on how the sync worked so he could manage the ongoing data cleanup on the SYSPRO side.