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Malibu Boats Speeds Up Order Processing and Wins Dealer Satisfaction with Integrated CRM and ERP Systems

Malibu Boats is a leading designer, manufacturer and marketer of performance sport boats, with the #1 market share position in the United States since 2010. The Company has two brands of high performance sport boats, Malibu and Axis Wake Research (Axis). Since inception in 1982, the Company has been a consistent innovator in the powerboat industry, designing products that appeal to an expanding range of recreational boaters and water sports enthusiasts whose passion for boating and water sports is a key aspect of their lifestyle.


One of the ways Malibu Boats sets itself apart from other boat manufacturers is to offer highly-customized products: “Our product is very flexible and complex,” explains Greg Ward, Vice President of Information Systems for Malibu Boats. “In the sales process, customers sit down with the dealer and choose between many options to get exactly the boat they want. That means there are a lot of variables that can make each order quite complex.” When considering all the components, the colors, the accessories, and all the boat frames that customers can choose from, there are approximately 50-million different combinations of configurations Malibu can manufacture. “I don’t think we have ever made the same boat twice,” Ward says.

To support this high level of configurability, Malibu Boats provided dealers with two separate website ordering systems (one for each major boat type sold) so that dealers could configure and submit an order. But the ordering and ERP systems were disconnected, so getting accurate product data into the website systems and getting accurate orders into the ERP system was a challenge.

The company used Microsoft Dynamics GP to generate a bill of materials (BOM), but then had to manually enter the feature set into two separate website ordering systems (one for each major product line sold) so that dealers could configure and submit an order. Similarly, when an order was submitted, someone would have to check the order to make sure that it could be configured as requested and then manually enter the order into Dynamics GP.

The manual process of moving data between Dynamics GP and the websites would sometimes lead to errors that delayed the start of fulfilling boat orders. The process also created the possibility that orders were sometimes submitted for configurations that were not available.

“It was a very tedious process, and there was a lot of back and forth with dealers and customers to make sure we had an order right,” Ward says. “As our business grew and orders increased, this started to become an issue. We wanted to grow the business, and we knew that the current systems and processes we had just weren’t going to support us in that effort.”


With the company’s growth continuing, Ward knew the previous system would not support the sales and manufacturing processes. He and his team hoped to identify a solution that would combine the two product-line ordering systems into one and integrate those systems directly with the bill-of-materials process in Dynamics GP.

While reviewing proposals from two Microsoft solution partners, Malibu Boats identified Microsoft Dynamics CRM as the key front-end sales component. Both solution partners also recommended Scribe’s integration platform as the ideal solution to synchronize data between Dynamics CRM and Dynamics GP.

“Based on the input from both solution providers, Scribe is hands-down the best and most efficient way to execute two-way data flows between Dynamics CRM and Dynamics GP,” Ward says. “Scribe also offers connectors to many other enterprise applications, so we now have the option to streamline data movement to other systems, such as a data warehouse, in the future.”

Having worked with a number of ETL tools in the past, Ward was not familiar with Scribe, but he quickly picked up on the benefits it delivers in connecting data between applications. “Scribe is a fully-capable data integration tool—whether users need to look up data in another system, combine data from two systems, or push data to a data warehouse,” Ward says. “Because of the flexibility Scribe offers in connecting our CRM and ERP systems, our internal teams can to do their jobs more efficiently—with access to accurate, real-time data.”

Scribe’s ease-of-use has also enabled Ward to bring more of the work to configure and maintain the data connectors in-house. “We started off relying on our Microsoft partner to handle these two tasks, but we are now doing some of the data connector work ourselves,” says Ward. “It’s fairly easy to pick up.”


With Scribe transferring data back-and-forth in real time, the details of the BOM in Dynamics GP are accurately transferred to the ordering system used by the dealers, and orders are automatically passed back to the scheduling system.

“With no more manual data-entry, we also experience much fewer errors,” Ward adds.

Since deploying Scribe to connect Dynamics CRM and Dynamics GP, the volume of business that Malibu Boats is conducting has increased 33%. And thanks to the efficiencies the company has gained—by integrating and flowing data automatically among sales orders, bills-of-material, and manufacturing— the number of resources needed to support those processes has not increased.

Ward estimates the time to process and fulfill sales orders has been reduced by 25% since connecting Dynamics CRM and Dynamics GRP through Scribe. The internal sales team no longer has to go back-and-forth multiple times with dealers to get orders right.

“In addition to handling orders much more efficiently, we have also accelerated the process for when we start to build boats,” Shaw says. “In some cases, we are starting a week earlier than we used to. That means orders complete and ship earlier, and the invoice and payment process also occurs earlier.”

The sales order process is also proving beneficial to the Malibu dealer network. As configuration data is updated in Dynamics GP, Scribe automatically transfers it to Dynamics CRM. From there, the data is pushed to the dealer portals. By working with accurate, up-to-date boat configuration information, dealers work more efficiently with customers, and that helps them close more deals.

“Whether it’s our dealers or someone on one of our internal teams—sales, accounting, customer service and production—we all benefit from having immediate access to more information,” Ward says. “As data flows between our CRM and ERP systems, we always know the latest pricing, configuration and warranty information. That makes it easier for us to work with our dealers and for our dealers to work with their customers.”

The Rainforest Alliance Improves Supply Chain Traceability with Scribe

The Rainforest Alliance is a growing network of people who are inspired and committed to working together to achieve our mission of conserving biodiversity and ensuring sustainable livelihoods. Through creative, pragmatic collaboration, we aim to rebalance the planet by building strong forests and healthy communities around the world. The Rainforest Alliance is on a mission to conserve biodiversity and ensure sustainable livelihoods around the world by transforming land-use practices, business practices, and consumer behavior. The alliance’s labeling and certification efforts encourage more than 1.2 million international farmers to follow sustainable agricultural, forestry, and tourism practices as they produce food, beverages, paper products, building materials, and other goods and services. Manufacturers, such as CPG companies, farms and forestlands that meet the rigorous, third-party standards of the Sustainable Agriculture Network or the Forest Stewardship Council are awarded the Rainforest Alliance CertifiedTM seal.


The Rainforest Alliance Certified seal can be found on hundreds of sustainably-produced consumer goods including coffee, tea, cocoa, paper products and much more. This seal informs consumers that a given product meets certain eco-friendly guidelines, providing farmers and foresters a definitive marketing boost. To certify products, the Rainforest Alliance works with farmers, foresters and tourism operations through the supply chains that end up on the store shelf. The data management, certification, and reporting processes, however, was slowed down by a number of manual steps to process data from multiple systems. If someone couldn’t pull the information due to sick/ vacation days or other priorities, the data could become outdated and cause significant disruption. The Rainforest Alliance saw an opportunity to provide better visibility into the supply chain, shorten the seal approval process for suppliers, and reduce the IT workload if they could automate a number of key data processing steps and better integrate their systems.


The Rainforest Alliance had a number of disconnected systems: Salesforce held supply chain information, such as information on certification and the results of audits; Microsoft Dynamics CRM stored contact information; Microsoft SQL Azure was used as a data warehouse to serve their reporting needs; and Microsoft Dynamics SL processed financial data and invoices. To improve the quality of their supply chain data, the Rainforest Alliance wanted to eliminate a number of time-consuming data handling processes by automating the data movement from one system to another. When looking for potential options to power their integrations, they considered using Informatica, but chose Scribe Online, Scribe’s integration platform as a service (iPaaS), because of its superior support for Microsoft SQL Azure and it offered pre-made connectors for the applications they were using, which would make the transition from manual to automated processes very quick.

After selecting Scribe Online, they created a number of key connections. First, they created an integration that moved certification and audit information from Salesforce to Microsoft SQL Azure on an hourly basis to eliminate manually pulling data from Salesforce and to ensure that the data never got out of date. They also built an integration between Salesforce and Microsoft Dynamics CRM so they could move the contact information regarding certifications to their contact database. Finally, they built an integration between Salesforce and their accounting system (Dynamics SL) so they could record transactions, but also move the financial data easily into the data warehouse where it could be used to enhance their management reports.

“We needed a solution that could tie together all of the data we store on our certification process and goods that need approval,” said Eugene Kogan, CTO, the Rainforest Alliance. “Scribe’s strength is that it can easily get the data out of one system and into another. Just a few hours after starting to use Scribe Online, we had a clear stream of data going from Salesforce to our data warehouse and our entire supply chain view came into focus.”


With Scribe Online, the Rainforest Alliance is now able to run information seamlessly between their core CRM, accounting, and supply chain systems and their data warehouse without manual intervention. After deploying Scribe, the Rainforest Alliance experienced a number of benefits:

  • Improved data quality – The information on certifications is processed in a more standardized, structured manner so it no longer becomes out of date, resulting in higher quality management reports and better visibility into the supply chain.
  • Greater supply chain visibility – The team now also has a greater visibility into their supply chain and tracking their certifications. With this information available, the Rainforest Alliance is able to provide stronger recommendations and options to consumers looking for sustainable and eco-friendly products.
  • Improved IT uptime – Scribe Online provides alerts that give visibility into the health of their key systems and exposing network issues, such as the VPN going down.

“Consumers look to sustainability labeling when choosing what purchases they make, so ensuring the accuracy of that assurance across the supply chain is essential,” said Matt Snyder, application developer, the Rainforest Alliance. “Trust is a pillar of our business and being able to certify that all products that bear our label meet the strict standards consumers expect means being able to better track our certifications.”

Atdec Integrating Magento eCommerce with CRM and ERP to generate accurate, real-time visibility

With customer and sales order information originating across isolated ERP, CRM and eCommerce systems, Atdec wanted to deploy a solution to ensure the latest information from each system would flow automatically into the other two. The business required immediate visibility into orders so sales and service staff could assist customers more efficiently. Furthermore, by automatically uploading customer contact details and marketing preferences into CRM, Atdec knew it could also expect to manage marketing campaigns more effectively.


To solve the challenge, Atdec collaborated with its software solution and service provider, IQubz, which deployed the Scribe Insight integration solution. Scribe Insight exposes underlying Web services within applications to eliminate the need for custom coding when mapping data from one system to another. Developers can be more productive, and system administrators can complete maintenance tasks much faster. Scribe Insight also reduces the amount of necessary development work when Atdec needs to upgrade its CRM, ERP, and eCommerce systems.


Data from all three critical systems—Magento® Enterprise (eCommerce), Microsoft Dynamics® CRM and MYOB® EXO (ERP)—now integrates automatically so Atdec can effortlessly share information across the application infrastructure. In addition to keeping the entire company informed on customer, quote, and order activity, the connections continuously sync product,stock-level inventory, and pricing—which are maintained in MYOB EXO—with Microsoft Dynamics CRM and Magento Enterprise. This ensures all personnel can present the latest information to customers, dealers, and salespeople at
all times.


  • Improve customer interactions by providing sales and service with real-time access to data originating in isolated eCommerce, ERP, and CRM systems.
  • Integrate all enterprise-wide data so all customer and order updates flow automatically among CRM, ERP, and eCommerce systems.
  • Upload customer, quote, and sales order data automatically into CRM to help analyze marketing campaign effectiveness.
  • Identify an integration tool that minimizes development and system admin resource time.


  • Exchanges Dynamics CRM, Magento Enterprise and MYOB EXO (ERP) data automatically.
  • Streamlines development and data-mapping customizations.
  • Provides message queuing and multi-threaded messaging.
  • Enables integrations between both customer and dealer sales-order systems without significant customization to Magento.
  • Facilitates master data management by consolidating account, customer, product, inventory, pricing, quantity, quote, sales order, invoice, and payment information.


  • Provides customers, dealers, and salespeople with accurate, up-to-the-minute product, pricing, and availability information.
  • Creates consistent visibility into information from three systems in real-time to prevent duplicate, error-prone data entry.
  • Facilitates unified marketing campaigns by consolidating customer contacts and marketing preferences into the CRM system.
  • Enables seamless and automated order entry into the ERP system.
  • Processes website orders consistently without disrupting business processes.

Cognex Corporation – Real-time Sales Pipeline Views Help Cognex Analyze Sales Activity Effectiveness

Cognex Corporation wanted to give their sales force greater reporting capabilities so sales representatives and their managers could better assess sales results, facilitate the closing of additional business, and improve the overall efficiency of the sales team. To achieve this mission, Cognex needed to consolidate Microsoft Excel data and data from an Oracle® ERP platform into a CRM platform. Doing so would allow the sales team to access the required information without logging into the ERP platform.


After deploying the Microsoft Dynamics® CRM platform, Cognex turned to Scribe Insight as the key integration component. Because Scribe came highly recommended by Edgewater Technology, a trusted Microsoft solution provider and Scribe Elite Partner, Cognex did not consider any other alternative. Scribe Insight made it easy for Cognex to automatically transfer information from Oracle and Microsoft Excel into Microsoft Dynamics CRM in real time. Cognex can now integrate data quickly whenever the need arises for the sales and marketing teams to manipulate data in a particular way or to create complex records.


Cognex has reduced the required time to integrate team records in Microsoft Dynamics™ CRM with information in Microsoft Excel by as much as 97%. Scribe assists by providing multiple users with access to the same records while also helping maintain security so that only the right people can see restricted information. Sales can now predict closed business more accurately, which is critical given the long sales cycles Cognex contends with. Sales managers can also better identify the strengths of the sales team, and determine when reps are falling behind in their sales efforts need to change their activities.


  • Provide sales with access to customer and order information without granting access to the corporate ERP platform.
  • Enhance sales team ability to generate reports that compare sales results to forecasts.
  • Import Microsoft Excel data into CRM platform to enhance data-modification capabilities.
  • Upload ERP data automatically into CRM system to keep sales informed of customer activity.


  • Integrates easily with Microsoft Excel and Oracle® ERP solution.
  • Enables non-technical, internal resources to easily create new integrations.
  • Synchronizes data between CRM (predicted results) and ERP (actual results) systems.
  • Offers increased flexibility in the types of reports sales can generate.
  • Provides flexibility to integrate additional internal apps (website and e-mail campaigns) that funnel leads into the CRM platform.
  • Offers flexibility for individual sales reps to modify their own reports.


  • Ensures all leads generated by marketing transfer to the sales team.
  • Provides sales with real-time access to leads through single source of information.
  • Helps sales compare forecasted activity to final results.
  • Assists with closing on business requiring long sales cycles.
  • Helps identify when sales activities need to be modified.
  • Provides accurate sales results back to marketing team for campaign evaluation.

Blendtec – Manufacturer Blendtec Improves Order and Warranty Processes with Scribe

As Blendtec experienced rapid growth, the company deployed Microsoft Dynamics AX and Microsoft Dynamics CRM Online to gain more robust ERP capabilities and enhance customer interactions. At the same time, Blendtec wanted to improve operational efficiencies and access to data by integrating the two platforms. Achieving this objective would allow personnel across the entire organization to access real-time information from just one application rather than bouncing back-and-forth between systems.


To solve the integration challenge, Blendtec turned to Scribe Insight. With pre-built connectors that make it easy to exchange data between Dynamics AX and Dynamics CRM Online, Scribe allows the Blendtec sales, marketing and customer service teams to keep working in Dynamics CRM Online when they need to access operational data in Dynamics AX—including product, serial number and customer order information. This makes it much easier to provide both retail customers and end-user consumers with immediate information.

The accounting team and other personnel such as shipping, production and purchasing— who primarily work in Dynamics AX—also have instant access to real-time information on customers and new accounts imported by Scribe from Dynamics CRM Online. Scribe connectors also stage the ERP and CRM data so that it flows more easily into the Microsoft Power BI business intelligence platform. From there, senior management can view reports that help them analyze KPIs and make informed decisions on how to best run the company.


In addition to deploying Scribe for integration between Dynamics AX and Dynamics CRM Online, and to stage data for Power BI, Blendtec also relies on Scribe to pull information from the company website into Dynamics CRM Online. The data integrations across all of these systems generate several key results.
For example, product warranties and returns are now tracked more accurately so that Blendtec provides warranty services and grants return credits only when products properly qualify. And with more real-time visibility into the status of inventory and orders—including orders submitted to the company website—the sales and service teams can now respond more quickly to customer inquiries. With Scribe enabling website order information to flow automatically into Dynamics CRM Online, Blendtec can also more quickly identify fraudulent orders as well as legitimate orders with incomplete information.

By integrating data across multiple systems, Scribe has in effect helped integrate Blendtec at an organization level—eliminating processes that are inefficient due to a lack of information. Personnel across the entire organization can now access more complete information on customers and products so the company as a whole can provide a higher level of service and keep operations functioning more efficiently.

Blendtec has set the stage to gain additional operational efficiencies because it can also use Scribe to bring data from different systems into Microsoft Power BI, its business intelligence solution, and deliver a more accurate measurement of Blendtec’s key performance indicators (KPIs). As a result of enhancing the overall flow of data across the company, Blendtec has begun its journey towards becoming a data-driven business for making decisions—where many more people throughout the organization can gain easy access to real-time, accurate information.


  • Lack of integration between the CRM and ERP systems made it difficult for service teams to know the warranty periods for certain customers, leading to higher warranty/service costs.
  • Service team had to look in multiple systems to process a single warranty request—using the ERP system to facilitate a replacement order and using the CRM system to enter notes. This was inconvenient and information quickly became out-of-date.
  • The Goal: Provide service and sales teams—which used the CRM system—with product, purchase, warranty, and other data stored in the ERP and other systems.


  • Scribe’s robust Dynamics CRM Online and Dynamics AX connectors provide real-time data synchronization between the cloud and on-premises applications.
  • Scribe’s Web Services connection links website orders with the ERP and CRM systems.
  • Warranty information (including serial numbers and order information, such as shipment tracking numbers), which was previously available in the ERP system, is made available in the CRM system for the Service team to access.
  • Scribe’s replication services pushes data into Microsoft Power BI to generate sales reports and inventory aging reports.


  • Warranty costs have dropped because Blendtec is no longer providing free warranty services due to a lack of warranty or product information.
  • The time to close customer service cases dropped dramatically because customer service agents can now handle customer inquiries without the need for additional research.
  • Customers receive information on shipments and orders in real time—an important step toward creating a portal for customer self-service.
  • KPI and operational reports from Power BI help Sales get a more accurate picture of gross and net sales (with returns taken into account) and enable the shipping department to get a real-time view of inventory.

Second Foundation Consulting – Deploys Scribe Online to Streamline Data Exchanges Between Inbound Marketing and Outbound Sales

Second Foundation Consulting relies on tight integration between Microsoft Dynamics CRM and its marketing platforms. After switching their marketing platform to HubSpot to expand on campaign and lead-generation capabilities, the company required a new solution to unite marketing and sales activity data. Success in this mission would help the sales team interact more efficiently with prospects and customers while the marketing team would benefit from more efficient management of campaign lists and qualified leads.


As an in-bound marketing tool, HubSpot gathers information on prospects and customers from the Second Foundation website, social and email campaigns; but that information was isolated from the company’s other enterprise applications. Sales and marketing personnel had to bounce back-and-forth between HubSpot and Microsoft Dynamics CRM to access vital information on customers and prospects.

Because the sales team spends most of its time using Dynamics CRM, Second Foundation hoped to make their work processes more efficient by providing all the information they need right within the CRM screen views. Second Foundation essentially wanted to make sure it was easy for sales to follow up effectively on any opportunities that came in through HubSpot. And integrating the two systems would also give management a more holistic view of the entire sales and marketing operation.


  • Second Foundation is a solution provider that deploys tightly connected software systems for its clients. Without a second thought, the company knew the value of turning to Scribe, its trusted data integration partner, for internal use as well. Scribe Online enables Second Foundation to map data between Microsoft Dynamics CRM and HubSpot, allowing information to automatically flow back-and-forth between the two systems.
  • The sales team now gains immediate access to qualified lead information that comes in through website and email campaigns via HubSpot. At the same time, the marketing team can manipulate prospect and customer lists in Microsoft Dynamics CRM. The information then automatically populates into HubSpot to help the marketing team kick off new campaigns.
  • The integration between HubSpot and Microsoft Dynamics CRM also helps the sales and marketing teams evaluate the readership of website content. HubSpot measures website hits on articles and blog posts that Second Foundation posts to inform customers, and the results automatically transfer into Microsoft Dynamics CRM. Content can thus be maintained or altered in accordance with the type of information customers find the most helpful.
  • Looking towards the future, Second Foundation knows it can leverage Scribe Online in new ways as enhancements are rolled out by HubSpot and Microsoft to their respective platforms. That’s because Scribe continuously develops data mapping connectors that allow new information to keep flowing between the two systems.


  • Integrate data to flow automatically between Microsoft Dynamics CRM and HupSpot.
  • Provide sales with immediate access to leads generated by website traffic and email campaigns.
  • Enable efficient uploads of campaign lists to HubSpot after manipulation in Microsoft Dynamics CRM.
  • Automate the process for data uploads for evaluation of website content readership.


  • Provides cloud-based data integration, migration and replication.
  • Meets IT needs for security, efficiency and scalability.
  • Offers accessible and intuitive interface for technical and non-technical users.
  • Enables real-time, scheduled and batch data-transmission options.
  • Comes standard with data mapping connectors along with customization capabilities.


  • Delivers lead information to sales team faster through efficient and automatic flow of data.
  • Eliminates manual intervention to transfer data between CRM and marketing platforms.
  • Transfers list information automatically to streamline campaign launches and follow-up efforts.
  • Enables sales team to access data in Microsoft Dynamics CRM when new lead alerts arrive.
  • Transfers website readership data to accelerate evaluation of content that customers find useful.

Excelsior Sport – Integrating healthcare CRM and retail ERP data enhances patient and customer experiences

Excelsior Sport faces the unique challenge of managing two vastly different business models. The business provides athletic shoes and apparel while also featuring a team of specialists (podiatrists) that offer healthcare services to patients with sports-related injuries. With the medical practice interacting with patients who also purchase products from the retail store, Excelsior Sport needed the two business components to share ERP and CRM data.


Previously, Excelsior Sport relied on seven isolated software solutions to manage the various ERP and CRM components of its retail and medical operations. This approach required re-keying data multiple times, and when interacting with customers and patients, the staff was forced to consult with multiple databases. As business revenues and customer/patient activity grew, managing the different systems required too many resources and took away time spent on servicing customers and patients.


To address the challenge, Excelsior Sport turned to systems integrator Delta-N, which recommended two Microsoft solutions— Dynamics CRM and Dynamics NAV—into which all customer and patient data and business processes could be consolidated. Delta-N also recommended Scribe Insight as the key integration component between the two systems. Data now automatically flows back-and-forth between the CRM and ERP solutions so specialists and retail staff no longer have to rekey information and have immediate access to the latest patient and customer activity.

“Our specialists can now better advise patients knowing the specific athletic gear they use, which can have a direct impact on recommended treatments.”
– Marc Gerner, Project Manager, Excelsior Sport


  • Microsoft Dynamics CRM and Microsoft Dynamics NAV consolidate CRM and ERP data from seven isolated systems.
  • Scribe Insight transfers information between the Microsoft systems automatically.
  • Transfer of CRM data into ERP system automates invoice generation.
  • Scribe enables possible future integration with third-party insurance program to accelerate claims processing.


  • Microsoft Dynamics CRM and Microsoft Dynamics NAV consolidate CRM and ERP data from seven isolated systems.
  • Scribe Insight transfers information between the Microsoft systems automatically.
  • Transfer of CRM data into ERP system automates invoice generation.
  • Scribe enables possible future integration with third-party insurance program to accelerate claims processing.


  • Provides retail and healthcare personnel with a 360° customer view showing all business activity.
  • Processes healthcare invoices 80% faster than previous systems.
  • Gives specialists treating sports-related injuries immediate access to athletic gear purchase by patients to enhance the level of care.
  • Eliminates resource time for re-keying customer and transaction information.
  • Allows staff to manage customer relationships more effectively by providing real-time, accurate information.

Steel Dynamics Migrates Data to New Accounting System and Integrates Custom Applications


Steel Dynamics is the fifth largest producer of carbon steel products in the U.S., with its Flat Roll Division accounting for nearly half that total output. To meet the tough demands of a 24 x 7 production facility, Steel Dynamics develops the majority of its business applications in-house, ensuring that they are precisely tuned to the unique requirements of the steel industry and the company’s Flat Roll Division in particular. But when the company decided to upgrade its off-the-shelf accounting package from Epicor to Microsoft Dynamics GP, a new set of challenges emerged: first, how to migrate historical accounting data; and then, how to preserve the integrations between its custom applications and the new accounting package. The answer to both problems came in a single solution: Scribe Insight.

“We use our custom applications to create invoices, record cash receipts, and issue credits or debits for customers, all of which must be reflected in our accounting system,” explains Michael Eckstein, Systems Supervisor at Steel Dynamics’ Flat Roll Division. “If we were going to change our accounting software, we had to be sure we could still integrate data from the custom applications with the new package. Scribe not only made it possible, they made it easy. Today, we have successfully migrated all pertinent data from our old accounting system to Dynamics GP, and we have real-time integrations that perform reliably around the clock. That means our end users can stay productive with assurance that our accounting system is in sync with our custom applications.”

“Scribe Insight simplifies many of the tasks that are challenging or time consuming in these types of projects,” says Dujsila Chaisuthi, Financial Systems Analyst. “For instance, we didn’t have to map table to table because Scribe provides a user-friendly interface that allowed us to simply pick the data object we needed. And we didn’t have to get into the underlying code of Microsoft Dynamics GP—Scribe Insight did this for us, too. Scribe Insight also could handle a lot of data very quickly much faster than the Integration Manager.”


With a successful migration complete, Steel Dynamics then had to ensure that its custom-written applications could feed data into the new accounting system. This challenge was not a onetime migration, but a set of real-time integrations required to perform 24 x 7. The stand-alone integration tool— Microsoft Dynamics GP eConnect Enterprise Application Integration (EAI)—could not address the custom logic of Steel Dynamics’ integrations, nor did it have the capability of auto-mating the process. Once again, Scribe Insight provided the solution, simplifying the creation of custom integrations and automating data movement from the custom applications to Microsoft Dynamics GP around the clock.

“The problem was,” continued Eckstein, “Dynamics GP uses highly specialized code inside the accounting tables, so our old data mappings would not work. And it’s almost impossible to find an expert with the level of knowledge in Dynamics GP to figure out the new mappings. When our consulting firm, Infinia, recommended Scribe Insight, we knew we found the answer. Scribe has Microsoft knowledge built into the software, so it was easy to migrate our historical data and create the new real-time integrations. I don’t know how else we could have made this important change without Scribe Insight.”

“With Scribe Insight and the Adapter for Dynamics GP provided by Scribe, it was easy to set up the integrations,” reports Kelly Wonderly, General Systems Analyst. “For each custom program, we select the specific data that needs to move into the accounting system and write that to a temporary table. Scribe Insight simply grabs the data in with the assurance that this data is consistent in the Dynamics GP package.

“Our business users like the custom applications we developed because they’re easy to use and are tuned to the unique needs of our business,” explains Eckstein. “If they had to manually re-enter that data into Dynamics GP, it would not only drag down productivity, but also introduce increased risk of error. Instead, they can use our custom applications and, with one click, create an invoice or credit an account, and Scribe Insight automatically updates this information in the right fields within Dynamics GP. So our end users can stay more productive, which is critical to ensure high-quality service to our customers.”

Keeping the Lights on All Over the World

OMICRON provides the critical electronic testing and diagnostic equipment to keep power and electricity running without disruption in 140 countries, covering every continent in the world. But they realized what was missing from their systems was a lack of disruption when assisting their customers. With a “Customer comes first” philosophy, this disruption was unacceptable, and also made it difficult for sales calls as well as proper revenue forecasting.

To gain the necessary insight into their customer accounts, OMICRON needed to establish a 360degree view of each customer, with data seamlessly integrated from disparate systems including Microsoft Dynamics AX and Microsoft Dynamics CRM.

  • This integration would allow any sales or service member to have the same information about the customer, during any interaction, by any OMICRON associate.
  • Once the integration was complete, OMICRON associates are now able to better service their customers, and forecast future business more effectively and accurately.

Scribe enables the integrations between Microsoft Dynamics AX and Microsoft Dynamics CRM by providing the single view of global customer information including received quote orders,repair cases, and products, and ensuring data consistency in both applications. The existing integration between AX and CRM allows the 360 degree view necessary for excellent customer service and accurate sales forecasting.


  • With customers in 140 countries, key data, such as customer address, had inconsistent formats making it virtually impossible to pull that information from Dynamics AX into DynamicsCRM.
  • Inconsistent information required customers to provide information which OMICRON already had, but not easily accessible to the sales teams.
  • The inability to provide accurate forecasts was a critical data issue that became a company-wide problem that needed to be resolved.
  • The lightweight connector provided by Microsoft was not enough to satisfy their complex integration needs, so they needed to find a more robust 3rd party integration solution.


  • OMICRON made the decision very quickly once they learned about Scribe. They had a complex integration which they expected would become even more complex as the project progressed, and Scribe could clearly solve their current and growing needs.
  • They successfully implemented Scribe’s integration solution for Microsoft Dynamics AX and DynamicsCRM, and using Scribe’s pre-built Adapters and templates they were able to solve their complex integrations quickly.
  • Utilizing Scribe training, OMICRON learned how to be self-sufficient and manage their integrations on their own, to make adjustments and further extend their integrations when necessary.


  • Establishing a true 360 degree view of their customers has allowed managers to start providing reliable forecasting, which was the high priority for the company.
  • The databases from every time zone in the world, in a wide variety of formats and languages is now visible so managers can see the data clearly, and share insights with each other.
  • OMICRON’s philosophy is short and simple; “The customer comes first”. Now that they use Scribe to integrate their customer information, their philosophy has become a reality.

Centralized Customer Information with Cloud Data Control

When Paulo Products Company needed to replace their aging CRM system,Oncontact, with a more robust solution, they chose Microsoft Dynamics CRM Online. The challenge was to integrate key information from Paulo’s Oracle-based ERP to give the sales team complete, centralized customer information.

With help from their Microsoft partner PowerObjects, Paulo takes full advantage of the usability, the workflow and data accessibility of Microsoft Dynamics CRM Online.

Paulo’s 12-person sales team has a single, easy-to-use system to manage customer data, quotes and orders. New quotes in the ERP system trigger sales activity workflows in Microsoft Dynamics CRM with the help of the Scribe integration. Through Scribe’s Online Replication Service, cloud-based CRM data is available for flexible management reporting.

After initial training with  PowerObjects, JonCarthew, Paulo’s CRM Specialist manages integrations and replication himself using Scribe solutions. Easy to use with responsive support and an active user community, Scribe helps Paulo get the full value from Microsoft Dynamics CRM Online.


  • Paulo’s Oracle-based ERP system and Microsoft Dynamics CRM Online required an integration that would support business rules.
  • Quotes are created in ERP by one team, but need to be populated in CRM for the sales team.
  • Customer account, quote and sales  information is needed in both systems, and must be synchronized to avoid errors and duplication.
  • Managers need reports from cloud-based CRM.


  • With Scribe Insight integration and their pre-configured Adapter for DynamicsCRM, quotes entered into the ERP system appear in Microsoft Dynamics CRM Online — attached to the right account and the right salesperson.
  • Quotes for new accounts trigger activity workflow assigned to a sales person by territory based on zip code — including draft email templates.
  • Through Scribe’s Online Replication Service, cloud-based CRM data is writtento on-premises SQL Server  for flexible management reporting.


  • Sales people get all of the information they need in one easy-to-use place,confident that the information is accurate and complete.
  • Automated workflow ensures that account follow up doesn’t fall through the cracks.
  • Management have daily sales reports delivered without having to access CRM.

Project Snapshot – Bedding Manufacturer

This company manufactures and distributes premium mattresses and pillows made from its proprietary material. It is the worldwide leader in specialty sleep, the fastest growing segment of the estimated $13 billion global mattress market. The company is focused on developing, manufacturing and marketing advanced sleep surfaces that help improve the quality of life for people around the world and its products are currently sold in over 80 countries.


  • Need for high speed integration between DynamicsAX and Dynamics CRM


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM
  • Scribe Adapter for Microsoft Dynamics AX


  • SAP Data Services


  • No custom code was required for configuration,making the integration process much faster and less expensive than custom code or competing technologies
  • Customer is impressed with the speed and extensibility of the integration between Dynamics CRM and Dynamics AX
  • Sales team is now able to view customer transaction and financial information easily, helping to make the team more productive
  • Time saved from not having to request reports from different internal groups is significant, as there is now one view of the customer, right at their fingertips
  • Customers are better served now, not having to provide information multiple times, and are able to receive up-sell and cross-sell information by the sales team

Project Snapshot – Electronic Control Device Distributor


  • Need for large Dynamics CRM, Dynamics GP and highly customized legacy systems integration
  • Large number of resources being spent on integration project


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM


  • BizTalk
  • Custom Development
  • Manual Entry


  • No custom code required for configuration
  • Easy to implement, and simple to configure and maintain

Project Snapshot – Manufacturer of Food Service Packaging


  • Have on-going, daily migrations from SAP tables into Dynamics CRM
  • Need tool that will scale easily as the CRM implementation will be growing


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM


  • BizTalk


  • Highly configurable and scalable tool for complex migrations–with complete accuracy
  • Provided the flexibility and scalability needed for complex migrations

Project Snapshot – Manufacturer of Solar Electric Modules


  • Need real-time integration from ERP system, email,and Access into Dynamics CRM, world-wide
  • Crucial that product provides 100% accuracy when performing the integration


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM


  • Custom development


  • Accurate data integration from multiple sources with real-time, world-wide functionality
  • Organization can now focus on other development and CRM initiatives
  • Allows for all applications to be easily added into the integration environment

Project Snapshot – Manufacturer of Controls & Valves


  • Have very customized Microsoft Dynamics CRM system that is being integrated with early Baan ERP system
  • No automated integration system in place
  • Do not want to allocate extensive development resources to integration project


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM


  • Custom development
  • Manual entry


  • Easily scales with growing integration needs
  • Minimum effort to administer implementation
  • Development resources focused on revenue generating projects