Tag Archive for: Commercient SYNC

Your customers are the most important part of any business. After all, if you don’t have customers, you don’t have a business, do you? What is the correct way to go about a business? Thankfully that’s not a problem for Allied Industrial Sales Inc. They were founded on the principle that service is key to success. With the help of Commercient and Salesforce they managed to find their footing and improve on an already successful venture. 

Allied Industrial Sales Inc. was founded back in 1999, and 75 years of combined experience. Their sales team has the expertise to make your project successful from start to finish. They are a leading industrial supplier of pipes, valves, fittings, tubing, tube fittings, and other instrumentation products. Their bottom line is simple, your success is their success. 

They have a commitment to service and their customers. Sometimes that means things have to change, and most of the time, that means an upgrade. In this case, it’s an upgrade of their sales systems. After a research period, they decided to implement Salesforce to modernize their sales processes. They will also get a more comprehensive look at their outside and inside sales, customers, and other important details. 

The Salesforce of it all

James Helms, the Operations and IT Manager for Allied Industrial Sales, called Salesforce “one of the best tools we’ve ever implemented.” After all, they no longer have to fear human error when they are updating their systems. As good as anyone can be, there’s still the possibility of error — after all, we are human, and we make mistakes. We might write a number wrong or forget to include something. There was a lack of accountability that was holding them back from reaching their potential. 

Thanks to Salesforce’s reporting features, Helms explained that “it gave us a very good understanding of what our company was doing. How we need to focus our efforts, and with which customers we need to do that.”

But with their improvement in one area, they noticed another falling behind. The team at Allied Industrial Sales knew they needed Sage 50 data integrated with Salesforce to automate their sales process and make the connection between inside sales, outside sales, and their customers nearly seamless. They chose Commercient to accomplish that goal.

Commercient is the #1 data integration platform for sales, and Helms referred to it as “the most rounded product as far as I could tell from my evaluation time.

Commercient Helps to Free Allied Industrial Sales’ Data

So Commercient it was. 

Thanks to Commercient’s one-way SYNC Allied Industrial Sales has a 360-degree view of sales. They can access any Sage 50 information directly from Salesforce, from customer information, sales history, invoices, serial numbers, salesperson’s name, multiple bill to and ship to addresses, and much more. And that’s not the only benefit that they found. 

With SYNC’d quotes and invoices, the team could see if there is a deficit between the quote and the actual purchase. “We can analyze the data, and see if we’re missing out on these products consistently,” said James Helms. “Why did we sell this group of items, but not this one? That’s been a huge benefit.”

And their salespeople are more incentivized to close more deals because they have the tools necessary without having to resort to asking another team member for it. Helms clarifies they’re more apt to make it better commission because they have data available for them in real-time. Which is not only a time-saver but also a sales-saver. They can close the sale without losing valuable time or the client’s interest. 

Helms even pointed out how Commercient goes the extra mile to help out. “If I said, ‘This is how I want it to work.’ There were no questions about how to achieve that, Commercient’s developers did it. And it was amazing to see that happen.”

The story has a happy ending as Allied Industrial Inc. was delighted with Salesforce and Commmercient and now had the tools at their disposal to truly make your success into their success. 

Laundry. It’s something we all do but don’t give much thought to beyond the different techniques we all use. We either have a washer and dryer at home, or we go to the laundromat. But we can ask, who makes it all happen? Girbau North America, that’s who. Girbau delivers the total laundry solution to vended, on-premise, multi-housing and industrial laundries throughout North America. Thanks to Commercient and Salesforce Enterprise, they could modernize their overall business processes. 

Girbau North America, originally Continental Girbau, was established in 1995 as the North American subsidiary of the 56-year-old, commercial laundry equipment manufacturer, Girbau Group, headquartered in Vic, Spain. It’s a family-owned business that prides itself on customer care as their slogan says “Our Mission is Your Success.” Their trademark reflects what matters most to them — their customers whether it be distributors or end-users.

If you want to offer the best, you have to have the best. And as it stood, their software systems were sadly not up to the task. First off, they had to modernize their sales processes and their lead management. To do that, Girbau North America implemented Salesforce Enterprise, the #1 cloud CRM in the world. And it worked like a charm!

But then they ran into a new problem. 

How to Free the Data with Commercient SYNC

Only a few members of the sales team at Girbau North America could access the data within Microsoft Dynamics GP. So how could they fix that? That’s where Commercient SYNC comes in, which is the #1 data integration platform for sales, and in that way they could finally free their data. 

Thanks to Commercient, Girbau freed their ERP / accounting data, and the sales team was able to access important Microsoft Dynamics GP data directly in Salesforce Enterprise. Things like customer information, sales order history, accounting records, invoicing, and much more. Data that could take their customer service to another level. 

“SYNC integration has been great,” said Pam Kuffel, Director of Strategic Business Efficiencies and Solutions, Girbau North America. “Previously, our sales team would tell a customer, ‘Hey, I’ll call you back, I gotta talk with our accounting, our customer care department.’ Now they have immediate access to the right information.” This helped improve how they take care of their customers.

Thanks to the SYNC, Microsoft Dynamics GP data can also help to keep all departments in the loop, from sales, accounting, customer care, to finance. Everyone can access the necessary information when they need it. This avoids unnecessary delays and makes the process much more expedient. 

Which in the end, it’s exactly what you want. 

If you want to integrate your Microsoft Dynamics 365 click here, or inquire about other CRM and ERP integrations, click here

These past few years have changed the way we view work and its importance in our daily lives. Many workers have realized that work is not all there is to life and that spending all day in the office was not exactly their ideal scenario. There needs to be a work/life balance, or else we face the same burnout that we encountered when the pandemic struck. And with those seeds, the idea of a hybrid workplace — something that had existed, but wasn’t widely implemented — grew roots.

What is a Hybrid Workplace?

A hybrid workplace is a method in which the work module is divided between working remotely and in the office. There are different methods to do this: A worker can be assigned which days they need to go to the office by the managers or the employee can choose which days themselves. Sometimes hybrid work means a worker goes to the office in the mornings and works from home in the afternoon.

Why is it important?

Because it gives employees flexibility and shows you care about them and their lives. Not every workplace lends itself to being hybrid but the ones that can definitely think about it. The benefits far outweigh the adjustment period needed to adapt to new circumstances.

Here are some reasons why hybrid work can lend itself to success:

Increased Productivity:

One of the highlights of the hybrid workplace concept has been an increase in productivity. Before the pandemic, there was an assumption that because people were working from home meant they were less productive. But studies have shown that it’s the other way around. But one of the neat factors in a hybrid workplace is that no commute and no water cooler talk can make a person more productive and get more work done in a more petite time frame. There can be exceptions of course — as with everything — but overall it seems like a positive side of the hybrid workplace has been an increase in productivity and efficiency.

Commute Times:

One thing that no one missed while we were stuck at home was the commute to work. Having to wake up at least one or two hours earlier to go to work and losing one or two hours on the way back. It all depends on traffic. When you work from home, you can avoid the commute and be more productive, because those 1-3 hours are actually yours to do as you like.

Worldwide Potential:

Hybrid workplaces have an extra ace up their sleeve. If you don’t have to go to the office, your office can be anywhere in the world, and your team can work from anywhere in the world. You have the option of having coworkers from Madrid or from right across the street. The potential is limitless.

Work/Life Balance:

One of the most important aspects is the balance of work and life. Balance is important in every aspect of life. It’s in every fantasy or sci-fi movie. Anakin Skywalker was supposed to bring balance to the Force, the Karate Kid needed to learn balance. So why wouldn’t our lives also need balance? If we have a full work/life balance, we can live full lives and avoid the dreaded burnout. It means that you can go to a doctor’s appointment without missing a half or full day of work. You can spend more time with the family, rather than being stuck in an office all day long.


One of the main things the last few years have made us aware of is our health. The truth is that the pandemic is still ongoing, and some people are still anxious about returning to work in an office. Hybrid work helps those who are anxious about returning to work and those that have loved ones who have medical issues. It helps them be able to work without putting anyone they love at risk.

What does a hybrid workplace need?

Now that we’ve analyzed the what and the why of the Hybrid workplace let’s look at the how. How can you make a successful transition? Technology is the answer. First off you have to invest in video conferencing software. This is what is going to allow for the interconnectivity in your team to flourish.

You could also invest in a CRM to have your information in the cloud and centralize it so all your teams can access it. Take it a step further with Commercient SYNC, the #1 data integration platform for sales, by connecting your ERP (accounting and operations) software and your CRM.

It might seem like too much work, but sometimes progress requires work. It requires commitment and dedication. And while not all your employees might want to do it, the ones that do will definitely appreciate it and be happier for it. And if they’re happier they are more productive. If they’re more productive then your business will soar. It seems like a no-brainer.

After all, a happy employee makes for a happy business.

When the air conditioning goes down in an office in the middle of summer, who will you call? No, it’s not the Ghostbusters. 

There’s actually a company committed to fixing that kind of problem. We are going to take a look at an HVAC company that is a full-service contractor that focuses on providing MEP services, Mechanical, Electrical, and Plumbing. They provide services for the industrial and commercial sectors, in addition to professional engineering services. 

So if you have any problems of the sort, they can work on fixing them for you. If you need it, they can send a service technician to inspect the unit and make repairs if necessary. It all seems relatively simple for the HVAC company. 

But how can they manage it all? How does a technician know where to go and at what time? How can they see if a job is urgent or if they can schedule it for later if they’re already going to be in that area? After all, if you’re going back and forth that can be a waste of time and resources.

They have Sage 100 to manage items like operations, finance, invoicing, payroll, inventory management, etc. They thought that was enough. They could use a variety of apps and paper invoices to manage their field service. But the thing with paper is that it can get confusing quite quickly, and you can lose track of important information or customers.

What if the company had a client that needed multiple repairs or installations across different buildings or homes? How would they check to see which one had been done and which still needed work? Not to mention a way to properly track hours, parts used, etc. 

That’s where Salesforce Field Service Management (FSM) comes in, but what exactly is it, and what does it do? It is a tool designed to make your job so much simpler because it allows you a way to get technicians to fix your services. It’s a truly fascinating and effective system. The HVAC company can do everything in FSM, and it keeps their service technicians from getting confused about which work order is which. 

When you are working long hours in the middle of a burning summer, your greatest ally is the air conditioner. But what happens if it breaks? There’s no way any work would actually get done. Because if your employees are annoyed and overheated, it’s just not a good combination. Plus there are computers, servers, and more that could suffer in the heat. So not only does tech need to fix the A/C for the employees and managers, but also the technology that could run hot and potentially break down. So the customer will contact the HVAC company, who will then check the Salesforce FSM calendar to see who is available. 

The dispatcher at Somatic can create a work order in Field Service Management and send one of their technicians to the building. While at the building’s HVAC systems, she can create a Work Order and identify the problem. While fixing the issue, she could keep track of the time and parts used with the TimeSheet feature on her mobile device. This is a great feature of Field Service Management — you can check everything from your phone, something that is extremely useful while you are on the road.

And there’s also the option of TimeSheet, which is a way to log in how much time you worked, which task you did, what parts you used, etc. You no longer have to rely on the use of paper and your own memory. Something that can fail us when we need it the most — not to mention that the paper can get lost. 

Before she leaves, the office management company asks if the technician can visit two other buildings they manage to check on their respective air conditioning systems; then the technician can create a new Work Order for each location and drive over to both buildings to see how things are running. She will use a new TimeSheet in each Work Order to track her time and any parts needed.

And with the help of Commercient’s SYNC the data can be automatically sent to Sage 100 from FSM to generate payrolls for the technicians, so they can be paid for their services. 

The way it works is that Commercient SYNCs the data from Salesforce Field Service Management to Sage 100, so the HVAC company can properly invoice the office management company for the labor and parts used for each of the three buildings. There is no need to be confused about which building is which, since an ID will be created to identify the correct building, with the correct job and parts.

The techs can also look at their schedule in the morning and throughout the day to see when and where they’re going to do a service. There’s even a map, so they don’t have to leave the Salesforce Field Service Management app. Because everything they need is already there. They can know if it’s urgent or not, what parts are needed, and which were used, and most importantly they can put in the hours they worked so they can get paid, all of which can be easily found on their phone in the app.

Salesforce Field Service Management and Sage 100 have the information, Commercient SYNCS them together. It’s truly a smart match to have your company flow as it should.

Sports memorabilia has been around longer than most of us as it reportedly has been around since the first decades of the 20th Century. You can find Atlanta Braves merchandise anywhere from Etsy to Sotheby’s, from eBay to their official store

We all love owning mementos from the things that we love. We may love something deeply enough to want and buy merchandise. It’s one of the few things that connect all the hard-core fans. 

Music fans will collect vinyl, posters, and things connected to their favorite band or artist. Television fans will buy merchandise from their favorite shows, like a Richmond jersey from Ted Lasso or multiple direwolves from Game of Thrones. Readers collect different editions of their favorite books. And sports fans? They collect memorabilia and other kinds of merchandise.  

We love these things because they connect us with what we cherish or a memory that we hold fondly in our hearts. As human beings we thrive on memories of joyful times. Sports fans are not immune to that, and certainly not the Atlanta Braves fans! 

As an Atlanta-based company, Commercient is incredibly proud of the Braves for winning the World Series this year, and also for being one of our valued customers! We love them, and we love the merchandise as well.

And, just like with everything else, there are hierarchies. Signed objects are worth more than other items that aren’t. If it’s a “game-used” item (aka something that was used by someone either during practice or a game) it’s also worth a lot. If it’s something that is even slightly related to Babe Ruth then it’s worth the most.  

Winning teams are great for memorabilia, as is the case of the Atlanta Braves who just won the World Series this year. According to a tweet from Sportico’s Eben Novy-Williams, Fanatics sold more Braves merchandise in the first 30 minutes after the last out than any other World Series champion, which is quite impressive.

If you wanted to get something from the Braves, there is currently quite a lot available with plenty of variety. From classic items like baseball cards and championship autographs to a pen with dirt from the World Series infield inside. You could get a baseball jersey, shirt, or ball cap to show your allegiance or a bobblehead for your desk. There are plenty of options to choose from, even if the cost can sometimes be high.

But for a piece of a team, you love? It’s definitely worth it.

Did you know that a lack of cohesion can lead to trouble down the road? The problems that come with data scattered in countless spreadsheets, which makes it difficult to keep track of the sales pipeline. Quantity tends to overcome quality because you open one spreadsheet, and then you open another, then another… And so it goes. 

Soon enough you can’t even remember what information is in which spreadsheet. So you’re stuck open a mountain of spreadsheets until you find the one thing you actually need. Well, that is — if you manage to find it before the frustration overwhelms you. 

One company that had this problem is AccuTec Blades, and thanks to Commercient SYNC ERP and CRM data integration, their processes have been streamlined. And Salesforce helped eliminate the use of spreadsheets.

This company was founded in 1875 under the name Star Razor Company. They started with razors and then moved up to bigger things, and with that move came a change of location. They went from Brooklyn to Virginia. 

Their products went from razors to high-performance blades and other bladed products. The name changed in 2015, and they serve multiple industries like Manufacturing, Flooring, Medical Device Manufacturing, Food Processing, and, of course, Medical. Making blades is in their DNA and they have the legacy to prove it. 

But what about their software? 

What could they get that wasn’t complicated for their team and could actually help them in their business? First, they went with Plex Online, a great manufacturing ERP system, and then they chose Salesforce Professional, which was very useful in their journey to modernize and streamline their processes. 

“Salesforce helps move our team away from spreadsheets, which are great for certain things” explained Garnett Andes, Director of IT at AccuTec Blades.

“However, it’s much easier and more powerful to be working in Salesforce than juggling emails and spreadsheets.”

With Plex Online and Salesforce, they have made great progress. But how could they bring the two systems together? There’s power in systems talking to each other, and that’s where Commercient SYNC comes in to help steer the ship in the right direction. 

SYNC gives the team at AccuTec Blades immediate access to their Plex data right in Salesforce, including customer accounting records, sales history, invoicing, item master, price level, inventory, contacts, and more.

Plus, to help eliminate double data entry, any new sales orders and accounts created in Salesforce are SYNC’d to Plex. This also ensures the accuracy of data.

 “Commercient gives our salespeople what they need by bringing Plex data to Salesforce. They have visibility of what’s in the pipeline and what they’re working on with quotes,” explained Garnett Andes. “SYNC helps to get us down to two systems.” 

“We have the tools in the box to handle the new economy that we are going after,” said Andes. “And we’re heading in the direction we want to go as a company.”

Are you envisioning a different direction for your business? The right tools will make it all easier! Contact us to schedule a free demo and see how SYNC can help you to get where your company wants to be.

Considering a cloud-based data integration platform such as Commercient SYNC? Let’s see the story of Republic Manufacturing and how they leveraged Salesforce and Sage 100 data integration with Commercient SYNC to achieve business goals.

Having a company in top shape requires different resources. However, it can be a complex process to figure out the right way to grow a company. You need to research in order to select the right resources to use – otherwise, the innovation process may backfire. 

Which technology should you use that enables your processes and your people to get more things done in less time? 

Republic Manufacturing began as a sheet metal manufacturer back in 1962. The demands of the market were quite different back then. It was a very different world from the one we find ourselves in now. And yet they managed to grow and adapt to an ever-changing market. To the point wherein 1991 they became one of the largest in North Texas. 

All because they knew when to adapt. Then Republic designed and manufactured its centrifugal blowers and air knife drying systems that offered distinct advantages over existing systems within the industry. 

Nowadays, Republic remains a leading designer and builder. Their products include blowers, vacuum pumps, compressors, air knives, and many more. They also do custom orders so of course with all the work they do they need the right systems. But what exactly is the right system for them?   

ERP and CRM that set them up for success

They found out using Sage 100 for their operations and managing their finances and worked with Josh Monson from the 1.1 Group to implement Salesforce Enterprise. This leading CRM helps them have the best management in regards to their opportunities, customers, their leads and so much more. The company also uses other Salesforce products like CPQ, Service Cloud, Knowledge, Pardot, and Einstein. 

Pardot was especially helpful. In the words of Republic’s Marketing Manager Nicole Taylor, “It’s amazing how Pardot captures information about customers and campaigns. We can create marketing automations and drip campaigns based on that data. It’s helped our sales and marketing teams work well together.”

So it all seemed to be coming together but something was still missing. They still needed to be able to connect their Sage 100 to their CRM, but how? 

Connecting Sage 100 and Salesforce Enterprise 

Commercient SYNC is the #1 data integration platform for sales, and with its bi-directional ERP and CRM integration, the company can access its important Sage 100 data directly in Salesforce Enterprise. Everything from inventory, accounting records, customer information, sales order history, addresses, tracking information, and so much more. 

We’ve taken it beyond just a records keeping piece by having Sage 100 SYNC’d with CPQ and Pardot,” said Taylor. “The integration allows the Sales Team to take appropriate steps to increase their rate of closure based on real-time information.”

Makes sense, doesn’t it? Being able to easily access customer data when you need it, makes it easier to make the sale. You know how likely a person is to buy or what they like to buy. Plus, anything like sales or new accounts created in Salesforce Enterprise are SYNC’d to Sage 100, giving Republic Manufacturing a full view of everything — customers, sales, and marketing. 

Having real sales data in our ERP allows us to market to customers in real-time based on their purchase history, lifetime value, and purchasing behavior,” explained Taylor of the marketing benefits. “Real campaign ROI is reported without relying on the Sales Team to backfill data into their opportunities.”

Nicole Taylor even called it a lifesaver. 

It’s been a real lifesaver for us and a much cleaner process,” said Taylor. “It has reduced errors, in the sense that the information that was quoted is now being pushed to the order. So there’s no need to reinterpret what was quoted.”

With Commercient SYNC, your ERP and CRM are a match made in heaven. It certainly was for Republic Manufacturing! 

Click here to read the full customer success story

Click here to read their review in Salesforce AppExchange

If you’re ready to innovate and scale, the easy way, with a data integration platform that fits your needs, contact us today.

In 2008, Warren Buffet sent a letter to Berkshire Hathaway’s shareholders where he wrote, “Long ago, Ben Graham taught me that – Price is what you pay; value is what you get.” This idea still largely guides decisions into new business investments where the dollar amount of a new purchase should be evaluated against other factors that create value, whether they be financial, emotional, or physical.

Let’s be honest, when we are talking about the price of new technology, rarely does someone see the price and think to themselves, “Wow, that is so much cheaper than I expected it to be.” New technology comes with a price tag, but it can also add extreme value to your organization.

The Price of Integration

There are many different integration options on the market all with various pricing structures, but in general, the price of integration can range from $4,000 – $80,000 or more in the first year. At this price point, sticker shock is common with first-time buyers. 

Naturally, the first question I would ask myself as a buyer would be, “OK, what do I get for that price?” With Commercient SYNC, for far less than $80,000, you will get seamless integration between your ERP and CRM that meets your organization’s exact needs. We SYNC the information you need at a frequency of your choosing using our tried and tested, pre-built integration points. This includes not only the initial installation of the SYNC but also ongoing maintenance and top-of-the-line customer support. This is a white-glove service where all of the integration is managed by Commercient to allow you to focus your time on other critical business activities.

The Value of Integration

As buyers of integration services, we must not only consider the price of integration, but also the added value as a result of it. Commercient SYNC can increase revenue and decrease costs, adding value to your business. So, let’s break it down. 

SYNC to increase revenue 

Commercient customers report seeing an immediate 5% increase in sales, with additional growth in that number over time.[1]  A 5% increase in sales overnight offers instant ROI to help offset the initial sticker shock, and integration can pay for itself within months

SYNC to decrease costs

To delve into this point, we must first establish some common “costs”. We have all heard the popular quote, “Time is money,” where time is related to labor costs and productivity. Other costs to consider are the cost of human error and customer retention. 

Decrease Time – Research shows that integration increases a company’s productivity by up to 40%. [2]  Imagine the added value for your business when you can be 40% more productive. In one day, you can save 192 minutes. Over the course of a week, that’s 960 minutes and over the course of a year, we are talking about 49,920 minutes PER EMPLOYEE! This time can be used for other business activities, saving the company time, and therefore money.

Reduce Human Error While the costs of human error may be difficult to calculate, research from EasyPost Data found that 4.7% of all human entered information has an error. Therefore, companies doing double data entry into both an ERP and CRM system have a possibility of human error in up to 9.4% of the company records.

Imagine, if you will, a distribution company that sends one million packages a year. Assuming they enter shipping addresses into both systems, that’s 94,000 errors made in ship to addresses each year. If these address errors cause a package to be returned, the company needs to then correct the error, which takes time and pays to resend the packages. For the sake of this scenario, imagine it costs $5 to resend each package.  That’s $470,000 each year to reship packages as a result of these errors! With integration from Commercient SYNC, you can cut these costs in half, and have the added benefit of more accurate data.

Customer Retention Costs PWC statistics indicate that customer service and the customer experience are the most important elements of a long-term business relationship, with more than 67% of customers saying that expedited customer service directly impacts their loyalty to a company. Furthermore,  Genesys found that less than 10% of customers aren’t willing to wait for more than five minutes on the phone for information, so it is our responsibility to give employees easy access to the information they need to address any prospect or customer needs. It is paramount to give teams the information they need in a centralized and easy-to-use platform to help them address customer queries in a professional and timely manner. 

While this benefit is immeasurable, there is no doubt that access to information can help teams provide the desired customer experience to drive new sales and retain existing customers. 

Let’s sum it up. It is true that integration costs thousands of dollars, but the price of that integration is very different from its value. SYNC is proven to increase sales, skyrocket employee productivity, improve customer retention, and decrease human error. The value of integration far exceeds the price, and one could even argue that you are losing money by not integrating these critical business systems. 

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The Fourth Industrial Revolution is upon us. New technology is constantly flooding the market creating an era where business transformation is commonly associated with the willingness to experiment with new software, Strategic integration plays a very vital role in business processes. But before buying new middleware or jumping on a new app’s bandwagon, we must ask ourselves, does technology actually enhance business processes, or are there other factors at play?

The global pandemic forever changed business, and yes, technology now plays a crucial role in customer engagement, managing delayed production schedules created by global shortages, and increasing data visibility. But is software enough? Can a new App solve the problem? The answer is NO! All of the new tech options on the market are simply tools, and not all tools are created equally. They all require different time, personnel, and financial investments. What it all comes down to is that strategic integration, or the transformation of business processes to increase data visibility across systems, requires careful consideration of the tools that are available AND a devoted organizational commitment or service to maximize the use of those tools. 

So, what does that mean? The answer is that an organizational need for new technology needs to be identified, but more importantly, the organization needs to be committed to finding and using the best tools available for them to solve that need. Technology, as the tool, is only effective in the hands of people committed to using it, and people looking for a technological solution can only truly succeed with the right tool. As the saying goes, “You don’t bring a knife to a gunfight.” 

Now, let’s break this down and focus exclusively on the strategic integration of two crucial company systems, the ERP and CRM. First off, why do people integrate? What’s the point?

  • Increase data visibility – Data transparency allows for proactive business decisions based on up-to-date and comprehensive information from multiple teams and departments. 
  • Eliminate labor costs – Entering data into two systems is expensive. Not only are there financial costs of literally paying someone to do the same work twice, but there is also a factor of human error that has immeasurable long-term costs. 
  • Save time –Hours, maybe even days can be lost while different departments gain access to various systems for information. This may only take minutes or hours per inquiry, and for one account, that may not seem like a big deal, but what if you have hundreds of accounts? Thousands?
  • Protect the integrity of the accounting system! –Integration protects the integrity of the ERP by allowing users access to the information from the CRM.
  • Allow teams to work on the road – In general, CRMs offer more flexibility for teams to work remotely or from the field. Integrating ERP data into a CRM allows teams to securely access data without a VPN. 

Now, using this list of the five main advantages of ERP to CRM integration, let’s compare the most popular integration tools on the market?

Customized integrationPre-built integration through CommercientETL Toolsets
Increase data visibility?XXX
Save money?X
Save time?X
Protect ERP?XXX
Work remotely?XXX

Customized integration is ideal for organizations with unlimited funds and lots of time. While the final results of a successful custom integration may be the answer to all of the organization’s problems, they will come at an extreme cost and take months, if not years to accomplish. You heard me right, YEARS! Also, you must ask yourself with customized integration, does the person I hired to build this very expensive and customized integration actually know what they are doing? Have they done it before? While this tool has the potential to give amazing results, are the financial and time costs worthwhile? Can you wait for 2 years to see your data all in one place?

ETL Toolsets may be the most cost-effective option upfront, but in the long run, will take a lot of time to manage, and time is money. ETL toolsets are self-managed, meaning when something breaks or doesn’t work, you are the one responsible for fixing it. You are the one who will spend hours on hold with a customer support team that will not answer the phone or will not be able to help you if they do. You will be the one reading the “manual” trying to decipher how this works and where this goes because in reality ETL toolsets are complicated, and that complication falls on you! This tool is for the DIY’er, but not all projects call for DIY solutions. A leaky faucet, for example, is a great DIY project. Watch a YouTube video, go to the local hardware store to buy the parts, and repair this small issue. But long-term and successful data integration is not a DIY project! 

Pre-built and managed integration with Commercient checks all the boxes because it can be rapidly deployed at a fair price to immediately increase data visibility. Companies can have a 360 view of business processes within weeks, not months or years, and at a cost that is significantly lower than customized integration. Integration can be tailored to meet the needs of each organization without the cost and time of a custom-built integration. Imagine a giant table full of puzzle pieces with pre-built integration points. You can pick the puzzle pieces you need and then experts can put them together for you to offer a solution for your specific pain points. Plus, pre-built integration means that it is tried and tested! It comes with the peace of mind that, not only is this integration possible, but it has been done before and actually works! 
Here is an example of how SYNC works.

Strategic integration is the idea of solving a business need with a long-term, easy, and cost-effective solution. Successful integration should NOT take up valuable company time. Successful integration should NOT be a huge financial drain. Strategic integration should enhance business processes and offer immediate ROI. Strategic integration is managed and monitored by experts. Strategic integration is Commercient.

Salesforce is an incredible tool to maximize your sales pipeline. You can streamline and track your sales process with lead and opportunity stages; organize page layouts to give you the most relevant information first; set up alerts to notify your team of new leads and deals; access to unlimited reporting; and you can automate certain tasks and forecast with predictive intelligence. No doubt, Salesforce is a powerful tool. 

But what are you doing to fill your sales pipeline? How do you ensure that you always have leads ready to pursue? That is where marketing comes in; Sales is the back half of your pipeline. Let’s talk about the front half, marketing, and more specifically, marketing automation.

Marketing automation explained 

Imagine having a sales rep that works 24 hours, that can respond to thousands of emails right away without fail. Who consistently hands out relevant information to potential new leads, and every morning has a list of the top leads for your team to start working. Impossible, right? Too good to be true? With marketing automation, it’s all doable, and it’s the process of using technology to streamline and improve marketing activities.

Marketing automation systems, such as Pardot, Marketing Cloud, HubSpot, or Marketo, power automated and targeted messaging to your leads or potential customers based on their digital engagement with your company. These systems leverage information from digital ads, referring websites, social media platforms, lead forms, and website viewing history.

Marketing automation is able to segment these leads into categories you set up for targeted marketing. You can even set up scoring models based on this information, so you and your sales team are focused on the leads with the highest potential for conversion. This information can be automatically updated into Salesforce, so your sales team is able to consistently focus on the best prospects for conversion. 

As an example, let’s say you run an ad on LinkedIn which will link to a landing page on your website conveying relevant information from the ad. The landing page should have two to three paragraphs, a nice image, and a simple form for the lead to fill out with some basic information, often in exchange for an offer or access to value-add content. 

When the form is submitted, an email automatically is sent with the offer or content. You can then add this person to one or more lists segmented by geography, product interest, job title, etc. The marketing automation system can then begin sending more targeted email sequences to nurture the lead toward conversion.

The marketing automation system can then track the lead’s digital engagement with your company and rank them on likelihood of conversion, established on a lead scoring model based on your business. And all of this information can be synced to your Salesforce CRM system so your sales and marketing teams can have access to the same information about a prospective customer.  

By making use of marketing automation processes, the following benefits occur:

  • There is more time to focus on marketing strategies.
  • You will be able to obtain a full understanding of potential customers.
  • Marketing campaigns can be expanded.
  • Follow-ups with customers can be personalized.
  • Leads will be prioritized.
  • You can boost your marketing ROI.
  • Improve your ability to predict potential investments.


Salesforce is changing the way companies operate, so that clients can get the most out of their data. By making use of marketing automation, it provides an efficient and effective path to improving sales performance, and allowing your team to get the most out of its investment in Salesforce CRM. Commercient SYNC can help their mutual customers with marketing automation by sending important ERP data to Salesforce. NPWR and Commercient can lead you on the right path to assist in your Marketing Automation needs from any location in the world. Please feel free to contact us.