Empowering Sales on the Go: An ERP & HubSpot Integration

The Need

Metalogics required a streamlined solution to empower their sales team to manage client relationships and prospects more effectively while on the road. A key objective was integrating their ERP system—which lacked mobile accessibility—into a centralized platform that would provide timely account status updates. Additionally, Metalogics recognized the need to modernize their sales process to support proactive account management, eliminating reliance on manual checks and office calls.

The Challenge

The unique nature of Metalogics’ reverse pipeline, which tracks scrap purchased instead of products sold, presented a unique element to the HubSpot implementation. Without a unified system, sales reps had to depend on disparate personal tracking methods. This led to inefficiencies, as reps often needed to call the office to determine whether a business had an existing account or track their transaction history. The lack of mobile ERP access further hindered the sales team’s ability to provide timely and proactive customer service.

The Solution

Process Development: Metalogics had already established well-documented sales processes to guide their team. We took these existing processes and elevated them by integrating them seamlessly into HubSpot. Through tailored automations and reminders, we ensured that the sales team was consistently prompted to take the right actions at each stage of the sales pipeline. This not only brought their processes to life within the platform but also created a dynamic and user-friendly system that enhanced adherence, efficiency, and accountability.

Integrated their ERP into HubSpot: Metalogics uses Mayer, an ERP specific to their industry. Mayer’s interface lacked the necessary UI to track the key metrics Metalogics needed. It was also inaccessible from outside the office, making it difficult for salespeople to keep tabs on their accounts throughout the month. We coordinated between Metalogics and Mayer to get the data we needed into HubSpot (using custom objects) via Mayer’s API. As a result, Metalogics sales team can now access critical real-time and historical information, including net tonnage delivered by each client, directly within HubSpot. This included setting up notifications for significant deductions in a client’s load, enabling sales reps to proactively communicate with clients about these adjustments.

Custom Sales Goal Metrics: Given the reverse pipeline model at Metalogics, traditional deal metrics like monetary amounts on deal cards were not useful. Instead, the team needed a way to track the estimated net tons of scrap a customer was expected to bring in. We customized the deal cards to display net tons as a key metric, aligning with their operational needs. Additionally, we developed tailored sales goals to measure performance, including new customer tonnage targets and net tonnage goals for existing accounts. These metrics provided a clear focus for the sales team and supported more effective performance tracking and management.

The Results

1. Enhanced Sales Management: Sales reps can now access prospect and account information from their phones, enhancing their efficiency and responsiveness while on the road.
2. Proactive Account Management: Notifications for significant deductions in client loads as well as reminders when key accounts haven’t been contacted enable proactive communication, strengthening client relationships and trust. 
3. Data Driven Insights: The integration with Mayer allowed us to create reports to get key insights on the types of scrap delivered, seasonality, and rep performance. With a dashboard for sales managers, as well as individual ones for reps.
4. Steamlined Sales Process Adherence: Automation and reminders embedded within HubSpot ensure that the sales team follows consistent processes, enhancing efficiency and reducing oversight.