Crest Leather connected HubSpot with Microsoft Dynamics 365 Business Central, to give its sales team faster access to customer, product and pricing information while on the road.
Creating a practical sales front end for field teams
Crest Leather supplies leather materials to commercial customers across sectors including hospitality, manufacturing and seating production.
The business needed a more efficient way for its sales team to manage customer relationships, access key account information and capture notes after meetings, calls and visits.
The goal was to create a user-friendly HubSpot front end connected to Business Central, giving salespeople the information they needed in real time while keeping the ERP as the operational source of truth.
Crest Leather
The Challenge
Manual processes were slowing down sales activity
Crest Leather’s sales team were relying on a manual process to update customer information. After customer meetings or calls, salespeople had to complete Word document templates and send them to an external admin team to update records in Business Central.
Key issues included:
- Salespeople lacked quick access to customer order history while in the field
- Pricing, product and article-level information was difficult to view quickly
- Meeting and visit notes were captured through manual document-based processes
- The team needed HubSpot to work as a sales front end without replacing Business Central
This created a clear need for a connected CRM experience that could reduce admin, improve access to customer data and help salespeople have better-informed conversations with clients.
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