Case StudyHow a New CRM Positions You for Growth Through Data Visibility and Marketing/Sales Alignment
Time-consuming Processes of Manual Data Entry
Abracon boasts over 25,000 active customers and 300+ million parts produced annually. With so many assets to manage, Abracon’s processes relied heavily on the use of key, specific spreadsheets, and as the firm grew, the primary problem became how to consolidate and manage product data across its catalog of 50,000+ products. Each product came with unique documentation, parametric data, specifications, metadata, and more, all of which needed to be catalogued and made available to customers and distributors.
Abracon struggled to manage these time-consuming processes of manual data entry, realizing limitations such as:
- Slow and error-prone manual data entry
- Difficulty verifying out-of-date information
- No way to coordinate data across silos
- Poor ability to identify critical business performance indicators
The solution was obvious: explore options for a modern, advanced system capable of addressing these concerns.
Redefining Business Processes with the Empellor CRM
Empellor CRM’s modern, integrated approach to CRM management made the company a clear choice for Abracon.
This multi-phase project was tackled in steps. It began with top-level coordination between Abracon’s and Empellor CRM’s teams. They worked together to devise a project roadmap to act as a foundation for the implementation.
Phase one of the initial work began with Empellor CRM re-engineering Abracon’s CRM to create better alignment between marketing and sales operations. Due to the size and scope of Abracon’s manufacturing commitments, the project needed to move quickly. Empellor CRM was able to expedite this project phase and complete work in just 12 weeks.
The next phase focused on leveraging Abracon’s re-engineered CRM platform to address managing their product components to help Abracon better engage with its customers. A crucial part of this process was to devise a way to save employees from the inefficiencies of manual data entry and review and to allow them to focus more resources on customer relationships.
Empellor CRM’s team answered automating business processes for product lifecycle management, document management, and data automation. Doing so brought more visibility to Abracon’s CRM data and gave employees new ways to support their growth goals.
Complete Data Visibility and Alignment
In our view, CRM success on this level relies on efficient training of product line managers, engineering, quality, and sales and marketing organizations. All team members must understand the capabilities of the system and how to leverage those elements to produce results.
Part of this required that the data was built and structured in the right way to provide more business insights. Before, Abracon struggled to view and leverage critical CRM data to support its growth goals. Today, Abracon has a new system of customer data management that provides a single source of truth across all business indicators. This has made it easier than ever for them to address leading and lagging indicators and make improvements that move the needle.
Today, Abracon is in a better growth position than ever, with powerful new CRM options at their disposal and end-to-end views of all data. Manual processes were automated, and silos were eliminated, which freed up employees to focus their efforts on revenue-driving tasks.
We believe that a key part of Empellor CRM’s success is how their technical teams address—and stay ahead of project risks. CRM implementations can be risky endeavors, but Empellor CRM’s proprietary approach, Propellor, that lays out top areas of concern alongside proactive strategies for mitigation.
In other words, modern CRM solutions may be easier to implement than some companies think, provided they have the right integration partner behind them. Abracon’s Empellor CRM implementation shows that even large-scale businesses can quickly pivot and deploy transformative solutions without significant disruption of business processes.