End-to-End CRM and Marketing Transformation with SugarCRM, HubSpot & SAP B1 Integration
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Headquarters
- Switzerland
Business Size
- SME
Industry
- Manufacturing, Technology, Inspection Solutions
Technologies
The Client
A global innovator offering a cloud-based, AI-enabled inspection platform for critical building infrastructure and built assets, the client was experiencing rapid growth and a strong product-market fit. Despite this success, the company struggled with disconnected sales and marketing operations and fragmented customer data across systems. Their backend processes relied on SAP B1, while lead management and marketing automation were managed loosely. The lack of unified customer insight limited their performance and agility.
To address these issues, the organization collaborated with Ambit Software, a leader in digital transformation, to create and launch an integrated CRM and marketing solution using SugarCRM, HubSpot, and SAP B1, all linked through Workato’s iPaaS platform.
Challenges Faced
- Isolated Systems, No Central CRM: Marketing used a limited set of tools, sales had no structured CRM, and SAP B1 managed transactions, but none of these systems were connected.
- Unstructured Lead Management: Leads generated by marketing were poorly transferred to sales, leading to missed opportunities and delays in follow-ups.
- Manual Quote and Order Processes: Sales reps had to access SAP B1 directly to create quotes and orders, which caused inefficiencies, errors, and unnecessary usage of SAP licenses.
- Data Synchronization Gaps: Master data including products, customers, and transactions was not synced between SAP B1 and sales teams. This led to version control issues and duplicated efforts.
- No Unified Customer Journey: Sales and service teams lacked visibility into customer interaction histories. This made it challenging to personalize engagement or boost retention.
- Inadequate Product Intelligence: Sales did not have real-time access to catalogs that included upsell and cross-sell suggestions.
- Compliance Risks: The absence of role-based access left sensitive customer and financial data inadequately protected.
- Cumbersome Reporting: Manual reporting across disconnected tools resulted in outdated and error-prone performance data.
Ambit’s Solution
Ambit managed the full implementation of both SugarCRM for Sales and Order Management, and HubSpot for Marketing Automation, while establishing real-time bi-directional integrations with SAP B1 using Workato iPaaS.
- SugarCRM Implementation (Sales, Quotes, and Orders):
- Full sales pipeline automation from opportunity to quote to order.
- Configurable quote templates, approvals, and order tracking.
- Role-based CRM access across international teams.
- HubSpot Implementation (Lead Management and Marketing Automation):
- Structured multi-stage campaign design and execution.
- Lead scoring, nurturing workflows, and behavioral triggers.
- Smooth handoff to SugarCRM based on qualification logic.
- SAP B1 Integration via Workato iPaaS:
- Real-time two-way sync of contacts, accounts, products, quotes, and orders.
- Sales could quote and order from SugarCRM without needing SAP access.
- Reduced reliance on SAP licenses and simplified processes.
- Unified Lead Routing & Master Data Governance:
- A master module routed leads from HubSpot to SugarCRM based on geography, industry, and rep capacity.
- Consolidated and governed master data between systems.
- 360° Customer Timeline & Interaction Tracking:
- SugarCRM’s Activities module recorded all meetings, emails, calls, and tasks.
- Enabled comprehensive engagement tracking and follow-up automation.
- Intelligent Product Catalog:
- Enhanced with upsell, cross-sell, and complementary product suggestions.
- Reps were equipped with better deal ideas.
- Role-Based Security Framework:
- Granular access controls were enforced across departments and regions.
- Strengthened compliance and audit preparedness.
- Real-Time Analytics & Dashboards:
- Configurable dashboards for sales, marketing, and leadership.
- KPIs, conversion rates, order volumes, and campaign ROI were visualized in real-time.
- Productivity Enhancement via Sugar Connect:
- Email and calendar integration with Microsoft Outlook.
- Allowed sales teams to log activities and create records without switching apps.
Results Achieved
- Integrated Customer View Across the Funnel: Sales and marketing teams achieved full visibility into the customer journey, from lead capture to final order.
- Accelerated Sales Cycles: Automated lead assignment and efficient quote-to-order processes significantly improved conversion timelines.
- Operational Efficiency and Cost Savings: CRM-driven order creation eliminated the need for SAP licenses for sales, cutting costs and effort.
- Increased Engagement & Retention: Sales reps utilized complete interaction histories to personalize follow-ups and strengthen customer relationships.
- Revenue Growth through Product Intelligence: Real-time cross-sell and upsell suggestions raised average deal sizes and opened new revenue streams.
- Confidence in Compliance and Governance: Role-based access controls reduced data risks and ensured regulatory compliance.
- Real-Time Decision Making: Dashboards provided up-to-date, actionable insights to business leaders, enhancing agility in strategy.
Conclusion
By bringing together their sales, marketing, and ERP systems, the client shifted from isolated operations to a fully integrated, data-driven environment. Ambit’s solution simplified processes and cut costs. It also provided teams with real-time insights, improved customer engagement, and scalable infrastructure. This change led to quicker sales cycles, greater revenue potential, and better compliance – positioning the client for ongoing growth and a competitive edge in a digital-first market.