Partner Success Story
Concept Gives Sales and Marketing Teams One View of ERP Data with Commercient
About the Company
Concept is a full-service sales and marketing consulting firm based in Copley, Ohio, with nearly 20 years in business. What began as an outbound sales development firm has grown into three core divisions: sales development, CRM consulting as a Salesforce and HubSpot partner, and digital marketing.
Location
It really gives that 360 degree view of a customer, of an account, to know what's going on in other systems.
Challenge
Concept regularly works with clients who come to the table with antiquated systems, disconnected processes, or no CRM at all, from contacts tracked in Outlook to pipelines run entirely on pen and paper and spreadsheets. Even after a CRM is in place, clients repeatedly hit the same wall once sales and marketing hub implementations go live: no visibility into their ERP or financial data from inside the CRM itself.
That gap forced sales reps into duplicate work, entering the same account and order information in both their CRM and their ERP system, whether that was QuickBooks, Sage 100, Infor, or SAP. Without a centralized view of what a customer had actually purchased, sales and account teams struggled to tailor conversations, and marketing teams lacked the purchase history needed to build re-engagement or cross-sell campaigns.
Solution
Concept turned to Commercient to close that gap for its clients, connecting ERP systems directly to HubSpot and Salesforce so financial and order data flows into the CRM automatically. The two-way sync eliminates the duplicate data entry that previously fell on sales reps managing both a lead through to closure and the resulting order or invoice in the ERP system.
For every client that gets sales hub or marketing hub implemented, ERP visibility has become one of the most consistent follow-up requests Concept Services fields, and Commercient gives the firm a direct answer: a single, centralized view of account activity across both systems.
Results
With ERP data flowing into HubSpot and Salesforce, Concept's clients get a full picture of each account, not just what's happening in the CRM. Sales and account managers can see exactly how much business a customer has done and what they've purchased, letting them tailor conversations around specific product lines and cross-sell opportunities instead of guessing.
Marketing teams benefit as well, using that same ERP and financial data to identify customers who haven't purchased certain products or services recently and target them with relevant promotions or new offerings. Across both groups, eliminating duplicate data entry has made processes more efficient and given client teams a more complete, accurate view of every customer relationship.
Knowing exactly how much business a customer's done, what they purchased, that allows them to really tailor their conversations accordingly to help their customers with additional product lines and cross-sell opportunities.
